If you sell to other businesses, you have noticed that the buying process has gotten longer and more complex – so when you need to get the attention and support of the folks in the C-suite, here are four critical elements to consider:
Personalized from a Peer. When using direct mail to initiate formal contact with a member of the prospective firm’s C-suite, use a personalized letter and have it come from your C-suite – peer to peer.
First, personalization is key – especially when we’re talking the C-suite. And, second, because peer-to-peer raises the interest level – we all want to know what our peer’s at other firms have to say so it feeds off of our curiosity.
Dimensional. If you’re targeting the C-suite, chances are that you are selling a high price-tag product or service so make the investment and send a dimensional package. Research shows that dimensional mail can dramatically increase response rates.
Think about it – who doesn’t get excited and want to open a box! Just remember to make the content worthy of the wrapping paper because it you send a poorly written letter in a 9x16x4 box, you are going to do more harm than good.
Benefits, not Promotional. The folks in the C-suite are busy so be direct and address the benefit(s) you offer – forget the “Act now and save 10%”. Remember this letter is coming from your C-level peer so they are more focused on longer term benefits than the typical mid-tier manager that is trying to save money on every purchase.
Priority, not Standard. You’re sending a dimensional mailer – make the delivery even more special and use a delivery service. And make it look urgent and important by using DHL, FedEx or even UPS…
Over 85% of the executives in the study said they would be more likely to open an item if it was especially large, odd-sized, or appeared to have come by a delivery service other than the U.S. Post Office – FedEx, DHL, even UPS fared better than the USPS to convey urgency. (Source: http://bit.ly/csuite-directmail)
Extra Bonus Tip: Personalize the Contents. If you have done your research and you know something about the C-level targets interests, consider sending them the item. Otherwise, keep in mind that most C-level executives are interested in information that can help improve performance -either their own or the business. So books or white papers on topics such as leadership and motivation or industry or consumer trends will be appropriate.
