Hybrid Mail – The story about the plank
It’s early in the morning when Angela walks towards her car. Out of nowhere a salesman appears and without any further explanation offers her a plain looking plank for 5.99€.
Slightly annoyed about the intrusion and the strange offer she declines and continues towards her car. She tries to drive away but the car goes nowhere – it is completely stuck!
The salesman appears again offering Angela the same plank. Even more annoyed due to her car being stuck, she tells the man to get lost because she needs to call the garage.
An hour later the breakdown truck arrives. The driver assesses the problem and fetches a plain looking plank from his toolkit which he places under the spinning wheel that is stuck in the mud. Five minutes later Angela is on her way with a bill for 250€. She now realizes that 5.99€ for the plank was a fantastic offer.
Lessons learned:
Initially, the salesman offering the plank assumed Angela understood that she had a problem. It’s exactly the same when trying to sell hybrid mail technology. The fundamentals of postal delivery have remained unchanged for more than 100 years. People don’t fully appreciate that they are wasting their precious time and money. The salesman might have sold the plank if he had explained that her car was likely to be stuck in the mud and the plank could solve the problem.
The second time, the salesman assumed that Angela knew that, if you stick a plank under a spinning wheel you can easily drive away. Apparently she didn’t. With hybrid mail, or any other kind of selling, you have to remember to educate the customer. Make the customer aware of the solutions available. It is unrealistic to expect that everybody is knowledgeable about every aspect of their business.
So why did the garage get the deal. Instead of marketing technology – “I have a great plank in my truck” – they marketed their field of expertise. “We solve car problems”
We realized this a month ago and that is exactly the transition we at BlueMailCentral are making right now. We solve our customers’ postal problems and we provide them with the right tools for the right job.
We have created numerous business opportunities thanks to our API link www.bluemailcentral.com/api. Our customers can easily hook up their existing back office to our system. Other new services include: Conditional postal routing, Braille Mail and of course the personalized Brochure Sender which enables our customers to send brochures directly from the event including a personal photo of the recipient, reminding them to make that appointment when the mail comes in. There are many more solutions lined up to hit the market in the coming months. Custom made solutions for our customers are available as well. We automated the postal system of one of our clients enabling them to send personalized mail to their 340.000 customers with one click. Do you have any postal questions? Give us call.
BlueMailCentral – We solve your postal problems
Schlagwörter: BlueMailCentral