Larger companies, both public and private, seem to be excellent clients for some of our customers. Others have no corporate business, and many ask how they get in the door. This question has two parts.

First, "Who in a corporation might use a card-sending service?"

Not wanting to depend on my own corporate experience (former Corporate Communucations Director for a Fortune 300) alone, I talked to both our own customers and friends or acquaintences who presently work in a corporate setting. Gabe and I have sweetened the pot for you, so be sure and read all the way to the end.

Human Resource - This department is not only in charge of finding and developing employees, but in strategizing on how to make them better and more productive contributors to the bottom line. Many companies would gladly outsource the sending of birthday, holiday (especially at non-conforming times like Thanksgiving or Independence Day) or special occasion (like promotion or anniversary) cards, especially when it can be done for the cost of a good quality retail card.

When this was mentioned to a few card-senders who don’t presently have this type of client, they were horrified to think of the minutia - all that work! One card-sender who is very successfully exploiting this type of card-sending, explained his procedure to me. For example, he has a client with 650 employees. He gets employee information in a sortable database from them on a quarterly basis. The client has pre-selected the cards, and pays for 6 months service upfront. At the beginning of every quarter, he runs the envelopes and cards (I added this as this particular customer, isn’t sending cards with a custom message), has them signed, assembled, stamped, and filed according to the week they will be mailed. Unless he hears otherwise from the employer - employees can be subtracted but not added - the cards are mailed according to schedule. In the case of holiday cards, divided filing is not required. This service has led to card-sending for TWO other departments in the company.

Department Vice Presidents and Managers - These folks are ever cognizant of motivating their staffs, and the cost of a deliciously designed greeting inside a brightly colored envelope mailed to their home is a small price to pay for invigorating company loyalty. Some work through their above-mentioned Human Resource Departments, but others must depend on their own schemes. But where to find the time? In another era everyone had assistants and secretaries, but their presence is either fading or being redirected to activities more obviously (but perhaps erroneously) bottom-line oriented.

We have a friend who is just such a department head in a Fortune 500 company. When I told her she might have to pay a card-sender $3.50 a pop to cover her employee appreciation program, she was thrilled! She would be saving money! And the exact cards were so hard to come by at any price. She actually buys the cards retail, several dozen at a time, and when the time is right to say “You’ve done a great job”, or “That was using your head”, or “I’m so glad you’re on board”, she hopes that she can remember where she put the cards, actually has a real stamp (rarely does), and that she’s got the current home address. She has nightmares (this is a slightly anal individual) that she’ll forget to “appreciate” someone. Plus, she's pretty disappointed with the available retail selection.

Sales Department - Sell the VP or Manager of Sales, and he’ll sell the program to the staff! What an easy deal! They aren’t spending their own money! Prospecting? Referral? Thank You? Sorry? Loyalty? The opportunities to be an essential part of a sales force (alternatively called manufacturer’s reps, brand representatives, detail men [and women, we hope], and similar) are endless. Prospecting card mailings often number in the thousands, too. One card-sending professional says she won’t go after and other kind of business, another says he’s never even tried. Go figure!

Buyers - This was a “gift” from a friend; I never would have thought of it. With the competitive squeezing of wholesale pricing and the exacting product, packaging and shipping demands required by major, and even not-so-major retailers today, it’s no wonder that a $2.50 loyalty card looks like a bargain. Loyalty cards have always paid dividends to sales professionals, but to buyers? Hey, check it out! I’m not out there in the field, you , dear customer, are!

Second question is, “How do I get in the door?”

From talking to you, I know you already are aware of how important networking is. One card-sending superstar attends one or two networking events a day! Still, there are the spouses of your hair dresser, softball team mates, or your local bookie - just kidding! You can comb the business section of the local newspaper for names and positions, and hope the corporate members of the local Chamber of Commerce show up at that wine tasting! And most people would rather eat dirt than spend their days making cold calls.

But, wait! Isn’t that YOUR business - helping people connect with the customers they seek?

Those very methods you encourage your clients to use, will work for you, too! If you want to convince a corporate client you can get a message across for a couple of bucks per shot, far less than an expensive PR campaign, then you’d better be able to put your money where your mouth is! Experts deny that prospecting for new business is a numbers game, so develop the short list (call and ask who is the head of “thus and such”) of companies to contact and then, well, work on them! Be sure to include card mailings, as that’s what you’re selling. Believe in your product, and your prospects will believe in you.

Our copy suggestions feature so many possibilities for the corporate work force. And so many opportunities for you looking to get in the door (“prospecting”), to appreciate finally getting a foothold (“thank you”), to ask for other opportunities (“referral”), and for that last ditch effort (“appointment”). Don’t be overly focused on closing the sale. Get to know your prospects so you can truly partner with them in meeting their business communication needs.

Here is a method for prospecting adapted from David Stein’s book, How Winners Sell:

• Develop a goal - e.g., two new clients per month, $10,000 in new business, first corporate client, etc.

• Assess your prospecting skills and improve those deemed to be your weakest.

• Use all existing contacts - clients, friends, associates, family - who might be interested in the service you have to sell. Get whatever background information they can supply.

• Create a target list of a manageable length based on the prospecting methods you will employ. Remember, you must leave time for followup.

• Research the companies and contacts on your target list and familiarize yourself with their industries. The internet is a good place to gather information, but also check business publications, trade magazines, and the company’s own literature. If it’s a publicly traded corporation, they will send you company literature just for the asking. Try the Corporate Communications Department or Shareholder Relations.

* Develop a disciplined approach by committing to a specific number of hours per week for prospecting.

• Be sure your leads are qualified buyers. There are two types of buyers; one who is already using a card-sending service or performing the function in-house; and one who has never used card-sending to achieve business goals. Your approach is different for each one.

• Always follow up! Many prospects play devil’s advocate or feel it necessary to take a negative approach to avoid the pitfalls of a bad decision. Others will warm up to your presentation given some time to digest your well-made points.

• Favor quality over quantity. Closing many sales without a good understanding of your client’s communications needs will not give you the tools to expand your problem-solving partnership.

• Have a firm grasp on the message you need to convey. If you tend to lapse into tangential conversations, jot down the value statements and “buzz words” you want to include. If you’re more comfortable with aa script just make sure you don’t sound like you’re reciting!

• If you are calling, prepare a message for people you can’t reach, or decide not to leave one at all.

• Rehearse your answers to the most commonly raised objections to card-sending. Create responses that turn negatives into positives. Prospect:” I have over 1,000 customers and at $2.50 apiece that’s $2500 a quarter!” You: “I read in the WSJ that referrals from existing clients are three times as likely to become new customers than qualified leads developed through cold calling which costs, on average, $150 a lead.” (I’m making this up, folks!)

• Every contact with your prospect should add on the previous experience. Have more information or statistics, leave an example done for somebody else, do a mockup of a suggested application, show a new line that seems especially good for her specific business, offer an introductory, reduced price mailing, etc.

• TAKE NOTES! Know what you said and what your prospect said. This will allow your second contact to be more productive, and you will be much more effective if you can recap your prior conversation and build on it. In addition, keep track of any personal comments. If he mentions his wife’s birthday at the end of the month, WRITE IT DOWN (and follow up of course), if he mentions he’s a hockey fan WRITE IT DOWN (and check the standings before your next meeting) However, don’t feign interest in something you know nothing about. It will be obvious and it will taint your entire presentation.

• Periodically assess your results. Review and revise your strategy in light of your successes and failures.

Lastly, we’re going to help you with that effort by offering you a one-time discount on cards for your own promotion. We’re trusting that you’ll only use this in the spirit in which it’s given - our sincerest wish for your successful self-promotion - and not to line your pockets with an extra 20¢ per card. If you use the code PROMO at check out you can get a 40% discount on those cards (no envelopes please) you’ll be using for your own promotional mailing. This is a one-time offer that is good until further notice. That’s how Gabe and I show our trust in and appreciation of you as our valued customers!