By Aaron Crowley
With the idea that he’d just fabricate a kitchen or two a month, Jim started his own stone company four years ago. He could do this with the tools he’d been using to do side work, make a better living, and have some free time. He’d be free to work when he wanted to and not having someone telling him what to do would be the icing on the cake.
Editor's note: In the first part of this series, the author detailed the three initial steps — Planning, Determining Your Offer and List Selection — for successful electronic direct-mail efforts to sell stone and stone-related products. He concludes with the final three: Creative, Testing and Rollout.
By Hasan Kursad Devecioglu
Direct mail is a powerful tool, enabling you and your organization to pinpoint your customers and make customized offers. Using e-mail for your direct marketing cuts out one expensive part: the paper.
ROCKFORD, Ill. – When Benson Stone Co. moved into a new location in 2001, it sought to offer its customers coffee, pastries and a little comfort. From there, the Hearth Rock Café definitely took on a life of its own.
By K. Schipper
If you’re running a fabrication shop, your main job is to shape and install stone. And customer service means getting the job done right and on time.
There may be another aspect of customer service you’re overlooking, however: the showroom. Whether by stocking slabs in your own yard or ultimately sending clients to the supplier down the street, you’ll need to show would-be buyers their options.
Even if you don’t have plenty of physical room to display your stone to best advantage, today’s technology puts some heavy-duty electronic sales tools in your hands.
By H. Kursad Devecioglu
Editor’s note: Last month, Mr. Devecioglu reviewed the first four ingredients to a successful direct-mail effort. Now, he reveals the final three.
By H. Kursad Devecioglu
Direct mail is a powerful tool, which enables you and your organization to pinpoint your customers and make customized offers. And, if you have a field sales team, it will help you decrease the sales team’s per-customer costs.
By K. Schipper
Looking for a good sales tool that will not only make your customers happy but also simplify your own life? Try throwing in the kitchen sink.