B-to-B Cataloging: ACCM Panel Explores Ways to Maximize Housefile Customers
In an exhaustive intensive session on May 21, during the ACCM Conference in Boston, a panel of B-to-B catalogers shared numerous tips on myriad ways to build, activate, reactivate and maximize sales from customers within your housefile.
Led by Terry Jukes, president of his consulting firm Business-to-Business Direct Marketing Intelligence, the panel also included Dave Giroux, GM of the Personnel Concepts unit of Brady Corp.; Rich Harney, VP of Conney Safety; and Mike O’Connor, president of Abbott Cards. Below are selected tips from their session. The individual speaker’s attribution is included in each tip. And at the bottom of this story are each of their e-mail addresses so you can contact them if you have any further questions or would like them to elaborate on any of their points.
1. Take those customers and mail them catalogs without the customer name you have, but with a humorous title slug, such as “human resources manager that walks on water.” Make it politically correct, use double-size inkjet print. That catalog will be shown around the office, Jukes said. “It really works. We’ve had some clients with two- to three-times the response rate vs. simply mailing an 18-month-old lapsed name,” he pointed out.
2. Determine the right balance of (outbound) telephone contacts, Giroux said. Identify what your profit threshold is, then determine how big the territories are and what you need in telemarketing. “We set a minimum of 60 dials a day,” he said.
3. Conduct an extensive statistical modeling program to determine who your best customers are. Then require telemarketing reps to treat these customers as well as account reps do. “We brand these customers as diamond customers,” Giroux said. “So whether you’re in customer service or fulfillment, you see diamond customer come up on your screen and treat them accordingly.”