Why the failure of catering arrangements on our railways is having a negative effect on my sales
A Toppled Bollard letter, using the traditional Bollard self-deprecation techniques to offer a free service. These letters are just one of the techniques that Hamilton House has evolved over the years. If you would like to talk about this, or other techniques, do give me a call on 01536 399 013. No cost, no obligation. Tony Attwood
Why the failure of catering arrangements on our railways is having a negative effect on my sales
Last week I was asked to visit a potential client. Although I invited him out for lunch at the Toppled Bollard in Corby, he declined, insisting instead that I visit him. He didn’t have time, he claimed, for the niceties of business lunches. I tried to explain that a lunch at the Toppled Bollard had very little to do with niceties, but he would have none of it.
“You mail schools and universities,” he said no sooner had I arrived.
I agreed that was true. “That’s what I thought,” he said, standing up. “Thanks for coming to see me.”
I looked at him aghast. The first class return ticket with wine and accompaniments on the train had cost me £89.50. Worse, the additional four course breakfast, clearly advertised as available on the timetable, had been off. Feeling decidedly shaky from a lack of nutrition, I attempted to re-open the debate.
“Education is an £35 billion market,” I said. “Schools don’t just buy school books – they buy computers, chewing gum remover, carpets, lighting systems, laser cartridges, paper clips, security systems, filing cabinets, print and everything else an office uses. I’m sure it is a market you could exploit.” I thought that was a good line. I read it in my Observer Book of Selling Direct Mail to Difficult People.
He was not convinced. “We tried them before, it doesn’t work,” he told me.
“But if you didn’t get a very good response rate before perhaps it was because your leaflet needs just a tiniest bit of tweaking,” I suggested timidly.
“Nonsense,” he replied. “Our leaflets sell brilliantly when we mail businesses.”
“Ah,” I announced, now on firmer ground. “Just because a leaflet works well to companies it doesn’t mean that the same leaflet is best suited for schools. Why not let us have a look at it? We’ll write a report highlighting any changes that we think you could make which will enhance response rates. We can also write a covering sales letter that is very much aimed at the teacher rather than the business person.”
“And how much will that cost me?” he demanded.
“Nothing,” I said, attempting to hide my smile at having delivered a winning line. “The report is free irrespective of whether you buy from us or not.”
“Then it can’t be worth anything,” he told me, as he ushered me out the door. (Memo to self: must buy that new book on Tao and the Art of Selling Mailing Lists that I saw on Amazon last week.)
Tony Attwood
PS: If you would like to have your leaflet reviewed free of charge just send to Hamilton House with a covering note. You’ll get a written report on how we think you can reduce your costs while increasing your response rates. On the other hand if travelling by train, always remember to take your own sandwiches.
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