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Digg It - How to Introduce a New Product Using B2B Direct Mail Lead Generation
How do you generate sales leads with B2B direct mail
when your product is not only new but also changes
the category?
I am talking about the challenge being faced by Steve, a subscriber to Alan Sharpe’s B2B Dire
I am talking about the challenge being faced by Steve, a subscriber to Alan Sharpe’s B2B Dire
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
ct
Mail
Tactics newsletter. Here is Steve’s challenge, in
his
words, followed by my recommendations.
“I have two B2B prospects that I would like to start marketing to. I am a rep for Amsoil Sy
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
nthetic Lubricants and I own the
www.Bestsynlubes.com website. My major obstacle
is getting prospects to start realizing that the
standard 3,000 mile oil change interval is about to
become obsolete. With Amsoil yo
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
u can safely extend
your drain intervals out to 25,000 miles or 1
year.
“My two prospects are Commercial Accounts (end users of the product) and Retail Accounts (they purchase Amsoil directly from Amsoil and re-s
“My two prospects are Commercial Accounts (end users of the product) and Retail Accounts (they purchase Amsoil directly from Amsoil and re-s
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ell it to
the public). How can I come across to potential
prospects as an authority on Synthetic Lubricants?
How would I go about getting prospects to start
thinking outside the 3,000-mile box? How would I go
ab
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
out getting prospects to see that there is a viable
business opportunity with Amsoil? And most
important how would I get prospects to take an
interest in this subject that would propel them down
the road to do ext
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
ensive research on their own about
Amsoil and more importantly, why they should choose
Bestsynlubes.com as their representative. Thanks for
your thoughts on this matter. I look forward to your
newsletters they hav
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
e been a big help.”
My recommendations:
Q. 1. How can I come across to potential prospects as an authority on Synthetic Lubricants?
A. The surest way to become an authority in any area is to
My recommendations:
Q. 1. How can I come across to potential prospects as an authority on Synthetic Lubricants?
A. The surest way to become an authority in any area is to
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
specialize in that area alone. When you
write books, give talks, teach seminars, write articles
and consult on a narrow topic, prospects and clients
alike perceive you as an expert. If you are not yet a
Synthetic
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
Lubricants Guru, I recommend that you
borrow authority status from Amsoil, your employer,
by using their industry research and savvy to your
advantage. Give your prospects and clients research
and value-added inf
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ormation that your competitors
do not supply. The quickest path to guru status is to
write a book. The next quickest way is to publish a
weekly email newsletter or to get published regularly
in the trade press.
<
<
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
b>Q. 2. How would I go about getting prospects to
start thinking outside the 3,000-mile box?
A. I do not know enough about your marketplace to give immutable counsel, but I’d do the following. Reach early ado
A. I do not know enough about your marketplace to give immutable counsel, but I’d do the following. Reach early ado
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
pters with your message and get
them to try and then champion your product to
others. Offer the lubricant free for them to test.
Create a publicity stunt that demonstrates the
superiority of your product. Invite t
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
he trade media to
cover your publicity stunt.
Q. 3. How would I go about getting prospects to see that there is a viable business opportunity with Amsoil?
A. Present your product to end-users as a money-
Q. 3. How would I go about getting prospects to see that there is a viable business opportunity with Amsoil?
A. Present your product to end-users as a money-
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
saving opportunity and to retailers as a money-
making opportunity. Concentrate all of your features,
benefits, testimonials and other proof on these two
sales propositions.
Q. 4. And most important, how would I
Q. 4. And most important, how would I
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
get
prospects
to take an interest in this subject that would propel
them down the road to do extensive research on
their own about Amsoil and more importantly, why
they should choose Bestsynlubes.com as their
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
representative?
A. I would not do anything that encourages prospects to think they have to do “extensive research on their own.” Instead, I would offer all of the facts and research they need to make an info
A. I would not do anything that encourages prospects to think they have to do “extensive research on their own.” Instead, I would offer all of the facts and research they need to make an info
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
rmed decision. make their decision as effortless
as possible.
As for the role of B2B direct mail in all of this, you could use it to:
As for the role of B2B direct mail in all of this, you could use it to:
- generate leads for your sales force
- generate traffic at your
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
trade show booth
drive buyers to your website for free white
papers and research reports
introduce the product to your existing
customers
invite clients to your launch event, where you
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
drive around in a Model T Ford that is running on
your new lubricant
persuade prospects to invite you onsite to
demonstrate your value proposition
survey those who test the new lubricant
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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