How to Generate Sales Leads Through Catalogs
description
Transcript of How to Generate Sales Leads Through Catalogs
Are You Generating Sales Leads Through Catalogs?
Presented by Ryan David Account Executive Phone: 215-953-3136 Email: [email protected]
Welcome
Well, this is what this webinar is all about.
Congratulations!
In this short webinar, you’ll be well on your way to learning: Ways suppliers are generating leads How to make catalogs work harder
for you
You’ve joined ASI and you’ve got a network of 22,000 distributors eager and ready to sell! So how are you marketing to these distributors? And are you generating sales leads?
So Let’s Get Started
Great News! The Phones are Ringing…
with 17 consecutive quarters of growth.
Because the Industry Is Stronger than Ever
Counselor Q1 Confidence Index – 114 (Highest since ‘06)
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$20.5 Billion in annual sales
74% of distributors feel sales will be higher than in the previous year. Avg. Customer Retention Rate is 82% for Distributors – the highest in 5 years
Just a few facts to show you how…
In fact our Top Categories…
…Top Industries are growing R R R R R
Shirts :: $4.04 billion
Bags :: $1.76 billion
Writing Instruments :: $1.99 billion
Drink ware:: $1.74 billion
Other Wearables:: $1.39 billion
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Healthcare :: Private Practice, Hospitals, Home Care, Pharm::$2.5 Billion
Education :: Schools, Universities, Technical Institutes :: $2.34 Billion
Manufacturing :: Unions, Warehouses, Private Contractors :: $1.72 Billion
Finance :: Banks, Credit Unions, Investment Companies :: $2.05 Billion
Technology :: Software Companies, Digital Media, Web Design :: $1.21 Billion
76 1781
average number of distributors served across the industry
(Source 2012 SOI survey – Supplier Executive Summary)
And…Successful Suppliers Are Reaping The Rewards
% On average, suppliers retained three-quarters of their clients from 2012 to 2013
S0 the question is… Is Your
Phone Ringing?
Ways Suppliers Are Making their Phones Ring
Website Email Samples Calling
Here are…
Catalogs
Having a great website presence
Why Website Presence is Great: Gives you constant presence among potential
buyers Can use it to educate buyers with content and
entice with special offers Why Having a Website Presence Can Be Hard to Do Right: Creating good quality information and
content Maintaining information and keeping it up to
date Creating traffic and interest in your website
1 Top suppliers consider their website as one of the most important online vehicles to reach prospects.*
is one of the most important (and sometimes overlooked) steps to being discovered by your clients and prospects.
Want Advice on how you promote your website? Just Ask Us.
*source the Counselor State of the Industry report.
In fact…
Email Marketing
57 of our suppliers say they expect to increase email marketing in 2014
% In fact…
is one of the most prominent and effective ways to promote your company, products, offers and message.
2
Top suppliers are increasing their email as the #1 online vehicle to reach prospects and clients*
Why Email Marketing is Great: Relatively inexpensive Easy to implement Can measure response Can keep you connected of mind with regular
communication Can use it for education and special offers Can map out a schedule/plan in advance
Why Email Can Be Hard to Do Right: • Rigorous list acquisition and maintenance is time
consuming work • It’s easy to just blast to all, targeting the right audience
at the right time with the right message/offer is harder • Examining results and knowing what to do with your
results takes time and knowledge to build. It’s easy to overlook optimizing your email to improve results
Want advice on email marketing? Just Ask Us.
*source the Counselor State of the Industry report.
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3 Perfecting the Sample
What’s Great about Samples? Samples are a great promotion for your company but
also you can showcase your company’s capabilities Creates good will with both your clients and prospective
clients Can keep you connected to your clients and keep you top
of mind Can compliment it with education about your company
along or special offers
Why Sampling Can Be Hard to Do Right: • Can be extremely costly for product and distribution • It can be difficult to narrow down your target audience • Samples can be easily thrown out so you have to make it
memorable • Coupling it with other marketing efforts have to be
timed right
Want custom sampling ideas? Just ask us.
% of large suppliers say they expect to increase sampling in 2014
is a memorable and social way to engage your prospects.
In fact…
Tips for How: • Create a script for your customer service • Get a regular scheduling going with most
valued clients • Consider a small intimate lunch/dinner
series • Keep your conversation private, especially
if you told them you would keep it quiet
4 Leveraging Every Customer Contact
What’s Great About Customer Contact? Get to know the client and their key challenges A good relationship helps fortify your business
relationship, giving you a edge when there are a lot of competitors
Sometimes a conversation can bloom into brainstorming and you can inspire opportunities you didn’t know about before
Why Customer Contact Can Be Hard to Do Right: Takes a lot of time and dedicated staff Documenting info obtained from calls take time
and effort Doesn’t necessarily yield immediate sales or
revenue
is a great way to make small talk count toward the bottom line.
79 Want advice on how to create engagement on the phone? Just ask us.
% of large suppliers say they expect to increase sales calls in 2014
In fact…
5 Making Catalogs Work Harder For You
…In branding your company and products
…In driving inspiration for your company and products
…In creating awareness for your company and products
…In generating sales leads for your company and products
…In branding your company
of end buyers refer to promotional product catalogs once a month. 20 % That’s 12 different touch points
67 of large suppliers cite catalogs as a primary method of promotion
% Did You Know?
So how can you make Catalogs work harder to Brand You? Unlike digital ads, catalogs affords suppliers the ability to tell a more complete story or case study about a product. Identify clear benefits and make it simple and easy to
“Pay the Story Forward”
And…
89 66 of end buyers agree catalogs
encourage them to buy promotional products/awards
%
…In driving inspiration for your products
of distributors agree that they gain inspiration for new ideas from catalogs
So how can you make Catalogs work harder to Drive Inspiration?
Identify and market products
that have year-long opportunities since catalogs can become a year long reference guide
Did You Know?
And…
%
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…In creating awareness for your company and products
81 of end buyers agree that they look at Catalogs every time they need a promo item
% So how can you make catalogs work harder to Create Awareness? Marketing your product in catalog in concert with other campaign enables you to reinforce awareness.
Remember, it can takes up to 7 touch points to build awareness.
Couple your catalog with an email marketing campaign to create exponential impact!
Did You Know?
And…
of distributors agree that they personally find browsing through catalogs valuable
%
75 …In generating leads for your company
78 of end buyers agree that they have purchased an item they have seen in a catalog
So how can you make Catalogs work harder to Generate Sales Leads? Track Your Product’s Results Add in special pricing or a
discount coupon. Create custom codes to track
response/inquiry rate Track types of products that
perform differently in different catalogs
Track who/which type of distributor calls/follow up.
Inform your own internal sales and marketing divisions so they know for each customer call
Did You Know?
of distributors agree that catalogs help them generate sales…
Attributing 25% (on average) of their sales in part or in full to use of catalogs
And the average catalog order is $300.
And…
%
% .
:
of distributors have looked up products on ESP after first seeing them in a catalog
52 %
…In Driving Online Business for your products
So how can you make Catalogs work harder to Drive Online Business? Create a multi media campaign strategy that incorporates Catalog marketing.
Did You Know?
Most of our business goes from catalog to online.
“ “ J.Crew CEO Mickey Drexler
…Case in Point
Roughly 30% of J.Crew’s revenue comes from Catalogs driving online sales- the two are tightly intertwined.
engages like no other medium, inspires ideas for both the distributor and end buyer u
v w x
enables you to tell a more complete story about your products
becomes a year long reference guide and can even extend your digital presence
drives sales. Catalogs are a part of a successful distributors’ marketing toolkit
…In Summary…Catalogs
75 66
Catalogs are a Triple Threat with Triple Uses
67 % use catalogs for their marketing purposes
% agree that catalogs encourage them to buy promotional products/ awards
% agree that promotional product catalogs are an important tool in my company’s marketing
Distributors Suppliers End buyers
We know you have a lot to do…
Email [email protected] today. Schedule a personal consultation to discuss how to generate more leads with your catalogs.
So let us help. We can take a closer look at your strategy.
Thank You! Join us again. Look for our next FREE webinar exclusively for our suppliers.