by Ernest Nicastro

On a recent Saturday afternoon my wife and I were out running some errands. As we drove past the local McDonald’s she turned to me and said, “You know, every time we drive by a McDonald’s their French fries always smell sooooo good it makes me want some.”

As salespeople and marketers we’re well aware that creating this desire (or, “hunger” if you will) for our product or service is crucial to our sales success. And often, particularly in business-to-business selling, there are a number of smaller sales leading up to the ultimate close.

You cold-call to sell the appointment. On the first appointment you sell the second appointment. You do telemarketing (when permissible), run ads, send out sales letters, e-mails, postcards and participate in card-decks to — in many cases — sell your prospects on getting more information about your product or service

In every instance, if you fail to create a desire for what you’re offering, the odds of you closing that particular sale and moving on to the next level are, at best, slim. Now most organizations recognize the importance of training their salespeople to close for the appointment. And some even do a fine job with their ads, sales letters and other lead-generation activities. But it’s on the fulfillment side of direct response lead-generation where many companies have room for improvement.

You see, there’s one important marketing communication that’s often neglected: the fulfillment packet’s cover letter. Let me explain by posing a couple of questions. When was the last time you received a sales kit or “complete information packet” in the mail or via e-mail with a cover letter attached to it that made you excited about looking at the information? How many follow-up calls have you or your company’s salespeople made that went like this?

You: “Good morning Mr. BigBucks, Jim Smith here of Smithereens Inc. Several days ago you asked us to send you our complete information packet and I sent that out, priority mail, the same day you called. I’m calling to see that you got it and answer any questions you might have.

Mr. BigBucks: “Yeh, Jim, I got it just fine. It’s sitting right here on my desk. But I haven’t had a chance to look at it yet.”

Many companies will spend significant amounts of money on four-color, glossy, marketing materials and magazine article reprints for their sales kits, but then pay little or no attention to the cover letter that goes out with that sales kit. That’s a mistake. Because your cover letter is your Sales Kit’s salesperson and arguably the most important document in the kit. Its purpose is to create an immediate “hunger” in your prospect for the information in your packet. So don’t sell it short.

Let’s see how closely the following cover letter adheres to these guidelines and what suggestions we can offer for improvement (company and product name have been changed):

“Thank you for your interest in the Vanguard Construction Management System for Heavy/Highway and Utility contractors.” (Good, short, to the point opening. I like the fact that “thank you” are the first two words and that the writer called the software program a “system.” It makes it sound more substantial.)

“Here is the information you requested.” (Another short, clear sentence. But instead of the more formal sounding “requested” I would suggest the more conversational and friendlier-sounding “asked for.” Yes, I know that would be ending the sentence in a preposition but that’s OK. This is a sales letter, not a thesis.) “The demo disk is easy to use (specific benefit-oriented language) and covers the system’s broad range of operations.”

“Vanguard operates more easily (again emphasizing the “ease-of-use” factor; always a smart move when selling technology) than other accounting software you may have used. It is written in PRO-IV, a technically evolved, fourth-generation language. (Not sure that the reader really cares about this stuff unless it’s tied in to a specific benefit.) PRO-IV was developed by McDonnell Douglas for business applications.”

The preceding two sentences have a plodding, choppy cadence and there’s no smooth transition from one sentence to the next. Suggested rewrite: “As you put the Vanguard demo through its paces you’ll notice how easy it is to work with. That’s because it’s written in PRO-IV, a highly advanced programming language developed by McDonnell Douglas.”

“Watch for these special features as you view the demo:

• Designed for heavy/highway work.
• Date sensitivity.
• Single entry.
• Ease of use.”

I talked about how important it is for the cover letter to sell your prospect on looking at your literature, right then and there. But instead of doing this, the writer focuses on selling the software. The cover letter should sell the prospect on looking at the demo and reading the articles.

Here’s how I would go about it:

“Thank you for your interest in the Vanguard Construction Management System, a program custom-designed for heavy/highway and utility contractors like yourself. All of the information you asked for is included in this packet. And here are a few items I think you’ll want to look at right away:

• “The Vanguard Demo Disk — It only takes a couple of minutes to install. And as you ‘walk through’ the demo you’ll begin to get an idea of how Vanguard can benefit your organization in ways that other accounting programs can’t.

“As you perform your ‘walk-through’ please note the meticulous tailoring of the program to your industry and your business; the ‘date sensitivity’ of the program which can significantly cut the time spent on month-end and year-end closings; and the system’s time-saving, single-entry, automated update capabilities.

• ” ‘Accountable Accounting’ — Reprinted from PC Power, this brief magazine article tells the story of a highway construction contractor and his search for the right accounting system, one that combined the best features of a standard accounting program with the ability to easily handle the specialized and demanding accounting needs of the construction industry. Guess where his search led him?

• ” ‘Tailor Your Software’ — You’ll definitely want to take a look at this article reprint from the December 2003 issue of Construction Magazine. In it you’ll find out how Thor Inc., a general contractor, utilizes Vanguard’s Pro-Data module to tailor the system to suit the company’s exact needs. To quote company vice-president Reid Jones: ‘Pro-Data, in essence, allows us to do whatever we want to do with information that already exists somewhere within our company’s system.’ “

Will the above rewrite make the prospect drop everything in the middle of a busy day and spend and hour or so reviewing the demo and reading the literature? Probably not. Will it be more likely to earn this packet a spot near the top of the prospect’s late afternoon “to review” pile? I believe so. Now let’s get back to the original text of the letter.

“With over 700 installed systems, Vanguard has over 13 years experience providing computer systems for contractors. Support is unlimited and training is performed on-site by CPAs trained to understand your business. I will contact you to discuss how Vanguard can help your business.”

The first sentence of this last paragraph is somewhat disjointed. And the “I will contact you to discuss” phrasing is too formal sounding. Suggested rewrite: “For over 13 years Vanguard has focused on the development of superior, easy-to-use computer systems for contractors. As a result of this focus our installed base has grown at a rapid pace and we currently have well over 700 installed systems. Included in that number are such leading companies as Bechtel Construction, SRB Inc., The Jorgensen Co. and many more. I welcome the opportunity to talk with you about your business and the many benefits and competitive advantages our Vanguard program can deliver to your company. I’ll call you in a few days. But if you have questions, call me toll-free at 800-747-2256.

“Thanks for reading my letter. And thanks again for your interest in our product. I look forward to talking with you about how Vanguard can help you increase productivity and profitability.”

INTRODUCTION
Brand marketers say surveying on-site is still one of the best ways to gauge how a consumer feels about a company and its activities while they’re experiencing an event. Until true behavioral-based ROI models evolve past the “theory” stage, intercepts will remain one of the most effective tools.
On-site survey techniques, which haven’t changed much over the years, can be useful for finding out if a brand is actually making a connection at an event. Does the consumer know the brand and why it’s there? Does the event or the sponsorship affect purchase decisions and affinity? Is this the right event for this branding objective?

QUICK OVERVIEW
Small tweaks to survey programs can result in increased effectiveness. The structure of the event defines what you can do and where. Amphitheatres or park events provide a scattered crowd, which means interview crews can wander. Stadium and sporting events, however, force intercepts to take place during time-outs or at halftime (go stake out the concession stands or even the bathrooms).

APPROACHING THE CONSUMER
Approach consumers in a sincere manner. If they are made to feel their opinion matters, they’re more likely to take part in the survey. “Excuse me, the sponsors need your help in making this event even better than it is. Would you mind helping us out?”

Don’t bribe with a premium or a coupon, as it will skew the answers. For marketers that really want to give something, make it a “surprise gift” handed out after the interview ends. And if the consumer quits in mid-survey, dump whatever information had already been collected.

Have the brand interviewers wearing appropriate outfits for the event (nothing too stuffy), but have the word “feedback” or “surveys” on their shirt or cap. They’ll also need some kind of identification card around their neck or on their shirt. If the ID is issued by the venue, make sure the brand’s name is covered.

Make the interview last between three and four minutes tops and involve between 18 and 24 questions, say the experts at Dallas-based Real Feedback, Inc. Field staffers should ask the questions and write the answers. Let consumers write their own and they’ll streamline them into lean, useless blurbs. From here, we head into the eight parts of the survey.

ASKING THE QUESTIONS

• Step 1: Start with “soft questions” to get respondents comfortable and make them feel that they’ll be able to handle the interview. “Was the parking convenient?” “Did you enjoy the halftime show?”

• Step 2: Begin with unaided questions and help the participant if they start to struggle. An example: Offer an unaided query (“Name as many sponsors of this event as you can”), then stop when the surveyee starts looking for signage. If the consumer can’t name your brand, try a category-aided question (“Do you know of any soda sponsors of this event?”). If they strike out again, hit them with the aided-awareness technique (“Are you aware that Brand X is a sponsor of this event?”).

• Step 3: Fire multiple-choice questions. “How does knowing X sponsors this event affect your opinion of the brand?” (Choices: Improves, Same, Decreases.) “How will X’s involvement at this event change your purchase likelihood?” (More, Same, Less Likely.) “How appropriate is it that X is associated with this event/sport/ team?” (Very, Moderately, N/A.)

• Step 4: Move into open-ended questions about the brand. Example: “What do you think X is trying to say to you by sponsoring this event?”

• Step 5: Next come open-ended questions about the event’s activities, which are “the heart of the survey,” according to David Willis, ceo of Houston-based survey specialist Real Feedback, which handles on-site and telephone surveys for the likes of Toyota and Ford Motor Co. “Did you visit the brand’s exhibit? What did you like? What didn’t you like? Why do you think X is sponsoring this event? What is the benefit of X being here? What are some adjectives that you associate with X?”

• Step 6: Serve up ownership questions about the sponsor’s products. If the sponsor is a car company, ask what car they drive, when they bought an automobile last, what type of vehicle they’d buy today if they were buying, etc.

• Step 7: Get the consumer’s first name and ask if he or she would mind providing a phone number “for verification purposes” (80 percent will give up the digits, Willis says). Then end by asking if they’d be willing to participate in follow-up research (again, most agree) and thank them for their time.

• Step 8: Follow-up via phone or email with a section of the surveyees to see if anything has changed. Ask the same questions and compare notes. (For an added bonus, do a random calling to consumers in the geographic area the night before the event starts.)

COSTS
On-site surveys cost between $7,000 and $15,000, depending on the window of opportunities and the number of questions. Off-site telephone efforts will run between $3,500 and $10,000 depending on the quality and quantity of the lead list and the length of the survey (keep it under four minutes).

Thứ Năm, 23/08/2007 – 4:48 PM

Ấn tượng với chiếc “bàn cafe” máy tính của Microsoft.

(Dân trí) – Thiên nhiên có 7 kỳ quan thế giới và hẳn nhiên, các bạn đọc cũng muốn biết thế giới công nghệ có những kỳ quan nào? Sau đây là những “tuyệt tác” trong thế giới @ do tạp chí CNTT PCMag bình chọn.

Định luật Moore

Định luật Moore là một bước ngoặt lớn trong ngành công nghệ điện tử. Định luật được xây dựng bởi Gordon Moore – một trong những sáng lập viên của tập đoàn sản xuất chip máy tính nổi tiếng Intel. Định luật nói rằng, tốc độ của bộ vi xử lý, hay còn gọi là số lượng transistor trên mỗi đơn vị inch vuông sẽ tăng lên gấp đôi. Điều này cho đến nay vẫn luôn luôn đúng.

Định luật Moore cũng là một động lực kích thích cho ngành công nghiệp điện tử duy trì sự phát triển mạnh mẽ trong hàng thập kỷ qua.

Nintendo Wii

Thủa mới ra đời, thiết bị chơi game cầm tay với bộ điều khiển bằng chuyển động không được đón chào nồng nhiệt. Nhưng, hiện tại, Nitendo Wii là game console thu hút nhiều sự quan tâm nhất trong thế giới game thủ.

Không thể phủ nhận PSP3 là một sản phẩm rất được chờ đợi nhờ được trang bị đầy những công nghệ tiên tiến và mạnh mẽ nhất. Trong khi đó, Nintendo Wii lại là một “tuyệt phẩm” hoàn toàn khác với bộ cảm biến chuyển động và kết nối không dây. Wii cho phép bạn vừa múa, vừa vẫy tay vừa điều khiển trò chơi. Bạn cứ thử tưởng tượng chơi Wii mà giống như là đang chơi bóng chày hoặc đấm bốc vậy.

Một điều nữa, Nintendo Wii có giá bán phải chăng hơn, hợp túi tiền của giới chơi game bình dân.

Nintendo Wii cho phép game thủ trải nghiệm những giây phút chưa từng có nhờ những thú vị, đơn giản mà lại rất sống động trực quan của đầu game console này.

Apple iPhone

Vừa mới được tung ra thị trường nhưng máy nghe nhạc iPhone đã lọt vào danh sách “kỳ quan” của PCMag. Thiết bị lai này làm cho chúng ta nhớ đến bộ phim 2001: A Space Odyssey (2001: Cuộc thám hiểm vũ trụ), 1 trong 100 phim hay nhất của mọi thời đại. Và, là bộ phim khoa học viễn tưởng khởi đầu dẫn dắt Hollywood bước vào vương quốc của vũ trụ và những điều kỳ bí. iPhone cũng trở thành hiện tượng trong thế giới điện thoại di động.

Apple Inc.

Là công ty công nghệ thành công vang dội với rất nhiều “quả bom tấn”, như iPod, iTunes, Macsintosh và mới đây nhất là “tân binh” iPhone.

“Máy tính bề mặt” Surface Computing của Microsoft

Cũng tiêu tốn không ít giấy mực như điện thoại iPhone, “bàn cà phê” cảm ứng Surface đã gây tiếng vang lớn trong làng công nghệ.

Dòng computer mới do Microsoft phát triển giống như một mặt bàn làm việc với màn hình 30 inch. Với chiếc máy tính này, nhiều có thể chạm đồng thời vào bề mặt để xử lý công việc, như soạn thảo văn bản, vẽ tranh, chơi game…

Microsoft cho biết, máy tính Surface sẽ dùng vi xử lý Pentium IV 3 GHz, RAM 2 GB, hệ điều hành Windows Vista, 5 camera nhỏ tích hợp sẵn và truyền hình ảnh trực tiếp trên mặt bàn cùng lúc.

Tuy nhiên, giá bán của chiếc máy tính này cũng rất “khủng”, khoảng 10.000 USD.

Lasers

Tia laser được ứng dụng trong rất nhiều thiết bị, như trong chuột máy tính, trong máy thanh toán tiền, trong robot cho đến, các ổ đĩa quang. Chính tia laser giúp các máy nghe nhạc số và đĩa quang học hiển thị hình ảnh với độ nét cao. Liệu trong tương lai, laser còn có thể làm được những gì nữa?

Công nghệ màn hình phẳng

Chúng ta có thể nhận thấy một điều rằng tấm màn hình chỉ mỏng có 2-5inch đã xuất hiện khắp nơi. Và sự hiện diện của chúng đã đóng góp không nhỏ trong việc tiết kiệm diện tích văn phòng và còn giúp nâng cao hiệu suất công việc.

Công nghệ màn hình phẳng mở đường cho kỷ nguyên điện toán cảm ứng và bảng tính.

Theo PCMag