Objective

Make sales appointments with key buyers.

Objective

Make sales appointments with key buyers.

Background

Dell Computers was introducing a new computer/software package and wanted to work with their Promotional Products Distributor to generate interest in the new product roll-out.† The biggest obstacle to reaching their sales goal was getting an appointment with the main decision maker (buyer) in their target market.

Program

Dell sent custom presentation boxes complete with a personalized letter, sales material and one Motorola two-way Talk About radio, imprinted with the Dell/Microsoft logo, with the tag line; “We have something to talk about!” The boxes were sent to all of the buyers in the client’s target market. If the Dell salesman was able to set and run a sales appointment, the buyer received the other matching Motorola radio.†

Results

Over 90% of the buyers accepted an appointment and redeemed their matching radio. And of those, about 25% bought the new product, far exceeding Dell’s initial projections.