A good question.
Before I answer your question about the best way to contact prospective ECAs, I would like to draw your attention to what type of ECAs to target, as it is relevant to your question?
You can target the following categories:
SMEs (Small Medium Enterprises) – These groups are usually managed by either one active Director, Partner or Senior Family member, who are responsible for all decisions, marketing and advertising and growth of the enterprises. These businesses are prime targets as it is easier to make contact with and once convinced make immediate commitment.
Craftsmen/hobbyist
These are a group of people who are at most times left to fend for themselves. They are skilled craftsmen and hobbyist with plenty of talent and quality conscious but with no assistance from any chambers, associations and even financial institutions. They are a very vulnerable group. They sell their wares cheaply and have no marketing strategies.
Community – based co-op industries
These community based industries do have a somewhat marketing strategy. They sell through the co-op. the members of the co-op pool in their resources, time and effort in producing and marketing their products.
Now to your question.
SME:
There are many ways to make contact with prospective SME ECAs. Any of the below methods could be your best way. It has to be looked on as case by case basis.
1. Direct Person-to-Person Contact
The old-fashioned or old school method. Make an appointment with the decision maker to discuss the ECA program and keep your appointment. Have your reference material at hand. Promote the ECA program with conviction and enthusiasm. Explain the benefits of the ECA program and the services TripleClicks offer, plus stress on SFI’s background, stability and BBB standing/recognition.
Be prepared to answer questions. If you don’t have an immediate answer, say so. Tell him that you will get back to him on that particular query. You could ask him if it is okay to send it by email. Ask for him email ID. Write it down, don’t commit it to memory. Here’s an opportunity to build your email list for future promotions.
2. Telemarketing:
This is now an excepted form of marketing. However, one should be careful not to become a nuisance. How many of you have received such calls and felt annoyed? I know I have. So how do you get around this issue? It is always best to talk to the operator or the secretary first, explain in brief that your company has a special promotional free offer program which is well suited to their company’s promotional and marketing campaign and you would like to speak to the Director or decision maker. This will get their attention and you will be put through to the Boss. Discuss the ECA program and as in 1 above stress on the benefits and services that is available to an ECA at TripleClicks. You could follow it up with a mail or personal visit.
3. Direct mail
You can use the Yellow Pages (Rainbow Pages for those in Sri Lanka), phone book, members’ listings from any SME chambers or associations as your reference guide. Have your introduction letter printed on TripleClicks Letterhead, attach the relevant brochure, flyer and your TripleClicks card and your visiting card. Use the TripleClicks envelope to make it official. Give time for the mail to reach the prospective ECA and follow it up with a telephone call.
Craftsmen/Hobbyist:
Direct personal approach is the best for this group. Be polite, genuine and above all show confidence. Once they see that you have a good oulet and are genuine and trustworthy, they will be opened to any of your suggestions. So treat and handle this group with care.
Community based co-op
This group is a different kettle of fish. You approach them by first calling the President/Secretary over the phone or mailing them ECA marketing materials. Follow up with a phone call and set an appointment to meet the whole membership. on appointed date arrive early and check on available facilities with idea of making a presentation.
Greet every member, handout ECA brochure, flyer to each and every member. Discuss he ECA program and have a Q & A session at the end of the meeting. You will not receive any confirmation immediately, as it will have to be decided at an AGM. Till will take time, meanwhile keep following it up with a phone call or visit.
There are many more ways to approach your prospective ECA, such as at a luncheon meeting, or breakfast/coffee meeting. As I said earlier it all depends on the circumstances.
When meeting any of the above groups dress appropriately,be well groomed and courteous.
less
A good question.
Before I answer your question about the best way to contact prospective ECAs, I would like to draw your attention to what type of ECAs to target, as it is relevant to your question?
You can target the following categories:
SMEs (Small Medium Enterprises) – These groups are usually managed by either one active Director, Partner or Senior Family member, who are responsible for all decisions, marketing and advertising and growth of the enterprises.
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2/22/2014 11:40 am