Do you need to do marketing in your franchise that requires you to get past a gatekeeper? If so, read this tip!
This is my favourite of all the marketing strategies out there because it works brilliantly!
If you need to speak to or get information in front of a prospect that has a gatekeeper (think a receptionist or an assistant) then this strategy works. Imagine you are trying to speak to get a sales appointment or meeting with an accountant or a doctor or an executive in a business, especially if they are busy and get lots of people trying to talk to them. It would be basically impossible to walk in and luck a 5 minute chat with them or to get an appointment with them to show them how you can help them. The gatekeeper is going to protect them from you because they don’t want to let you through to their boss to do some big pushy sales pitch on them.
So what do you do?
The corporate box! Basically it is a gift box. It doesn’t have to be all that special. I have a franchise group that uses a recycled corrugated gift box. Make sure you tie something around it like a ribbon, a sash or if you go the recycled/natural type of box, use the raffia reed stuff.
The box doesn’t have to be big. Maybe a standard page size or even half a standard page. In Australia that would be an A5 or A4 size box. You do want to make sure that it is at least 1 or 2 centimeters (1/2 to 3/4 inch) deep though.
Now when you present this box it will look like a gift. Who doesn’t like to receive a gift? Tell the gatekeeper that it is just a little something for the person you want it to go to, that it has some helpful information inside for them and also a few lollies of course.
The reason this works is that firstly for you, you are not doing a sales push. You are dropping off something of value and it looks valuable. Second, because it looks of value, the gatekeeper will pass it on. It you give them a business card or a flyer, it will just end up in the bin, or worse still, in the in-tray to never be seen again!
Inside the box you put some information about what you do, your business, maybe a little bio on you. You can add a flyer or two. If you know who it is going to, then add in a short cover letter or note to the person. Then you might want to add one or two promotional things. Not too many just one or two like a pen or a fridge magnet.
Now here is the real secret to why this works. Add some lollies! Yes, lollies or candies. When the receiver opens the box, the first thing they should see are the lollies or candies. You could also use a couple of chocolates, but in Australia with the heat, I find they melt…. When they see them, the first thing they will do is pick them up and start eating them. How long it takes them to eat the lollies is about how long they will look at your information. So a little pack of jelly beans works well. Something that they have to chew is a great idea.
So they have received the box and when they open it, they get the feeling of opening a gift so they will be more favourable to the information inside as they have that happy, gift opening feeling. They see the lollies/candy and start eating and then look over your information. More importantly, they actually get the box because it gets past the gatekeeper!
The final reason this works so well is that when you follow up and mention that you were just wondering if they had a chance to look through your information that you dropped off in the ‘red/blue/brown’ box, the person you sent it to will remember it. They will know who you are which means they are now a warm lead, not a cold one.
I’m always amazed at how well this works. Many franchisees that I’ve worked with have sent these off to prospects – like in the mail – and they have had a phone call from the prospect immediately after they have opened it or at the very least, before the franchisee has had a chance to call and follow up.
Yes, they will cost you a little more so they work ideally for those bigger contracts you are going after, but the success rate is amazing. They make you stand out from the crowd.
I’ve seen these work particularly well for franchisees going after commercial contracts, those in service based businesses, in particular business to business services. Remember you can also add a DVD or USB if your business calls for it and it would be helpful for you prospect, but don’t overwhelm them with information. Get them wanting to meet you to talk more.
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