Business to Business Marketing Tips
Letters of recommendation are very powerful third-party
endorsements aids to closing sales. They can also be considered
"captured word-of-mouth." The problem is most companies don't
typically have as many letters of recommendation as they need
for a successful business to business marketing strategy. There
are two reasons: 1) writing such a letter is not usually a high
priority for your happy customer and they often do not follow
through; and 2) You feel embarrassed pushing the issue with
reminders and nudges.
There is a simple solution for your business to business marketing strategy. Invent an
informal special occasion to be held about six weeks from the
time you start the project. At the special occasion - a company
meeting perhaps - the CEO will be presented with new letters of
recommendation. This gives your customer a specific deadline and
a reason to get the letter done.
Then assign someone like an upbeat, fairly aggressive
receptionist, to be in charge of the project. The event can be
quite informal but make it a real event so you will be telling
the truth. Give your receptionist a four-week runway and a list
of known happy customers with telephone numbers. Have the
receptionist call each customer and ask if the person would be
willing to write such a letter to be presented at the special
occasion.
When they agree, as most will, set a date for the letter to be
completed. Make sure you have some leeway too. That way, if the
customer forgets, there will still be time to get the letter in
your hands before the event. The receptionist will not
experience the same embarrassment you would in asking for these
letters of recommendation. I have seen as many as eight letters
arrive in less than a week.
You can even pick certain subjects to be addressed in the
letters. Let's say that price is an issue with your company.
Ask, through the receptionist, if the writer of the letter would
please touch on the price issue in a favorable manner in the
letter. Several such letters, properly referenced, will handle
the "price" objection for many prospects.
Eight or 10 letters of recommendation skillfully used in the
hands of your sales people can increase your closing ratio by as
much as 50 percent. And these letters can open doors as well as
close sales. Letters of recommendation are an essential part of
any business to business marketing program. Use them well and
use them often.