Chapter Twelve. How to Make the Customer a Steady Source of Profit

If he has been pleased with the first offering, the customer may re-order without further solicitation; however, experience has shown that with few exceptions, he is unlikely to do so unless nudged with follow-up mailings. The simplest and cheapest way is to enclose a re-order blank with each shipped order. This is very effective with cosmetics, medications, and certain staples. Most merchandise requires special, attractive fol­low-up mailings which offer a reduced price or savings in the purchase of larger quantities.

One-Time Sale Items

If the item has only one-time sale possibilities, such as for example, a handy fire extinguisher for automobiles, it may be possible to interest your customer in becoming an agent for the product in his community. Generally, this will require the preparation of sales kits, order forms and attractive sales folders.

Agent Deals

The beginner in mail order is counselled against agent deals until well established. But even if it is necessary to forego, for the time being, the pleasure of making a sales­man of the "one-time" customer, he can still be sold re­lated auto accessories. How about seat covers, clothing hooks, jacks, car cleaners? How about a larger extinguisher for the house?

The mail order customer is wonderfully responsive if he has been treated fairly. Don't sell him "let-downs" and he will always keep coming back to you.

A word of caution about follow-up mailings. Every list, even your own, should be tested first with a small mail­ing. Study Chapter III again. Your "house mailing," as it is called, will be cheaper only by the cost of the list, but even this saving may not be enough to offset a small pull. Experience has shown that a "house list" will outpull any outside list if (and this is a big if) the customer received honest value when first sold.

The seasonal nature of the merchandise should also be considered when planning the follow-up. A customer who will respond generously to an offering of gay pastel-colored ties in May and June may toss the mailing into the nearest waste basket during January.

Rate of Circularization

How many times should the customer be circularized? Again, it is the product that determines the rate. If the original sale was a two-month supply of a vitamin com­pound, it seems reasonable to attempt a follow-up mailing every two months (after testing, of course). On the other hand, you would not expect a housewife to order an elec­tric coffee-maker every two months.

Selling or Renting Your Customer List

This subject always arouses a lively controversy among people in the field. The "cons" maintain that the list will become "used up" or saturated, and when the list owner himself circularizes, a reduced pull will result. The "pros" call this hogwash and insist that the reasons a mailer fails to pull well on his own list may be unsuitable follow-up offering, poorly prepared advertising, or mail order let­down.

The argument of the "pros" seems to be backed up by the experience of many mail order people. There are numerous instances on record where customer lists proved constant failures to the owner, yet other mailers to the same lists repeatedly paid out. A frank appraisal of the original item sold, usually forces the conclusion that buyer has been taken over the hurdles, or to put it in the words of a refund letter, "Merchandise not as advertised. Want my money back. Take my name off the list."

Where to Sell Your List

It is suggested that the services of several established list brokers be obtained. Their nationwide connections and experience will bring many more rentals. A partial listing of some of the better known list brokers and compilers will be found in the Appendix. This recommendation need not exclude direct solicitation of companies which, in your opinion, could profitably use your list, GOOD LUCK!