Why did 30 CEOs respond to one newsletter in two weeks?
Most people are impressed with a 1% response from their mailout, so you can imagine the excitment, when having mailed 1000 newsletters, Skycool MD Rex Lehmann received 30 telephone calls from CEOs responding to his latest newsletter. One CEO was so convinced by what he had read in the Skycool newsletter that he placed a $100,000 order over the phone.
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But this is not the first time Skycool has recieved such an immediate sales success from their newsletters. Skycool first started using our newsletter services three years ago with each and every issue proving to be a winner.
Originally, Skycool were very sceptical when we approached them as to whether they would get a response, let alone any sales, but as you will read below, their sceptical attitude towards our program soon changed after the first issue was delivered to 500 clubs in NSW back in 2008.
500 newsletters generate $300,000
in sales in under one month!
Imagine you are selling a product which requires a large investment.
The type of purchase that can be made only by the CEO and a Board of Directors.
It is essential that you get your sales message across as quickly as possible so a contract can be signed promptly.
But, how do you do this in the current changing economic times?
SkyCool, a local manufacturer of insulation, was faced with that dilemma when it decided to pursue further roofing work with major clubs in NSW.
Prior to working with Newsletter House, the firm had placed full page advertisements in trade publications. However, like many before them, their advertisements did not always work.
They had also been reliant on a small sales team. Out of these two approaches they had secured several contracts that had provided enormous cost savings to their new clients.
However they needed to get their success story out to other clubs in the hope of securing further contracts. The old methods were not working as well as they had in the past. It was now time to take a new direction when it came to marketing Skycool’s products.
How did Newsletter House help them achieve their goal of new sales?
Firstly, we designed a newsletter aimed squarely at their target audience, hence the name “Club Manager’s News”.
Secondly, we then wrote four pages of client focused editorial sharing how SkyCool had saved each club featured in the newsletter money by buying its product.
What was the result?
SkyCool mailed out a total of 500 newsletters and within a week five clubs responded requesting a quote.
Out of those clubs who responded, five CEOs went on to purchase $300,000 in insulation.
Rex Lehmann, Managing Director of SkyCool sent the following thank you letter.
His comments have been reproduced below the photo of the letter.
SkyCool Testimonial:
Dear Ken,
I would just like to give you some feedback on our newsletter "Club News".
Was your newsletter service a good investment?
From the very first mail out of 500 issues, your newsletter saved our sales team one year of selling time by producing six sales worth $300,000 in under a month!
Both myself and our sales team were overwhelmed with excitement when the first telephone call came in from a CEO of a large club, wanting to order our product.
Normally, to get the same result, one of our sales team would have made a number of presentations over many months to various levels of management in that club, followed by numerous phone calls. The hardest part of working with your newsletter program was that we had to mail out the newsletter and then the orders started coming in.
Without a doubt, investing in your newsletter service has been the most successful marketing exercise we have ever undertaken!
What was it like working with your editorial and production team?
Having briefed you on what we wanted our newsletter to do, you wrote for us a four-page publication that spoke directly to the CEOs of the clubs that we were targeting. Your newsletter convinced each of them on paper that investing $60,000 in their club was a good idea.
Not only that, from the moment we started working with you, you made the whole process of producing our first newsletter a hassle-free experience.
One of our concerns is that our product can seem quite complex to the uneducated. The fact that you're able to take a minimal number of points from us and produced a newsletter that communicated to the CEOs we were trying to target as to why they should buy our product is a credit to you and your editorial team.
Why would I recommend your service?
At the end of the day we need to get through to the CEO. Not only did your newsletter grab the attention of the CEO it convinced them to buy without our salespeople being involved!
Ken, at first I was skeptical of what you were promising, now I am an ardent believer in your approach!
All the best,
Rex M. Lehmann
Managing Director
SkyCool Pty Ltd
To learn how Newsletter House can help your business please telephone
Ken Robinson, CEO - Publisher, on 02 4954 2100.
