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Prospect Contact Methods
The Direct Mail ApproachDirect mail is the method whereby you send a letter, flyer, brochure or some combination of these to prospects via the mail. It is a promotion technique which is often more cost-effective if you utilize a company specializing in this approach. Direct mail specialists can provide economies of scale in your mailing costs and preparation of your mail-out brochure. These companies are found in the yellow pages under 'Advertising - Direct Mail' and 'Mailing Services.' 
Most cities have one or more companies which will design your mail-out and even send it for a basic price per contact. Prices vary greatly, so speak to several and evaluate them carefully. Ask for references from other business owners in the service field. Ask the direct mail firms you interview to estimate what response you should expect. Use this question as a way to evaluate them, but don't simply go with the highest estimate! Rather, this will help you find out about what other companies they have handled which might be similar to yours, and the results they obtained for them. Keep in mind that... Having Your Mail-out Designed by Someone ElseProbably the person designing your brochure will have never done one for a sweeping service. Because of that, do as much of the groundwork as possible yourself. Get a handle on the information you would like to convey, as well as a possible layout style, size, etc. Then take this information with you when you talk to prospective typesetters or direct mail professionals. Also beware the difference between...
Developing Approach Materials On Your OwnYou can also send out direct mail information on your own. Most contractors who do this send out a copy of their brochure, along with a brief cover letter similar to the following:
Date
Name of Contact, Title Dear Mr./Ms. Contact: (If you don't have name of a contact person, send it to Manager, Contracted Maintenance Services) We are writing to introduce you to our parking lot and outside area maintenance firm, (name of your business). Our company uses the latest in vacuum sweeper technology, assuring you of the finest results possible in keeping your outside paved areas clean, neat and properly maintained. Today, more than ever before, customers are aware of how clean you keep the outer perimeter of your business area. People are strongly prone to make value judgments based on how the exterior of your property is maintained. We at (name of your business) provide a total cleaning package to make certain your property stays in the best possible condition. Please take the few minutes necessary to read over the enclosed brochure which outlines our program of services. You will find that what we provide is both cost-effective and professional. Sincerely, Your Full Name Your Title (Owner, President, etc.)
If you plan to follow up your letter with a phone call you might add a paragraph along the lines of the following: We will give you a call in a few days to discuss how we might best serve your company. Thank you in advance for your time and consideration. Telephone Follow-up for Direct MailIf you choose to follow-up on the phone, ask them if they received your letter, but go ahead and tell them about your services even if they say they didn't receive anything from you. Your response in this circumstance will be just as good as in using the direct cold call method - and often better. The reason it is usually an improvement over a cold call is that so much unsolicited direct mail is sent out these days that it is nigh unto impossible to read it all. Most direct mailers don't follow up personally, and when you reach such a prospect personally on the phone they are likely to feel bad that they didn't read something that you sent. Significantly, a surprising percentage of people are embarrassed to admit that they didn't read the mailout you are referring to, since you are professional enough to be calling as a follow-up. A repercussion you'll run into in this situation is... The following section details the steps you need to take to develop a strong, workable telephone technique.
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Parking Area Sweeping Contents
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