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Inquiry Fulfillment Tips

Many companies use their print and broadcast advertising to generate inquiries from interested prospects via mail, telephone (regular or 800 number), fax, e-mail or Web site. However, most inquiry fulfillment programs fail to make effective use of resources or maximize the number of prospects converted to customers. Here is a list of 46 tips for improving the effectiveness of an inquiry fulfillment program:

Inquiry Fulfillment System

1. Determine what you want your inquiry fulfillment operation to accomplish.
2. Assign and discuss responsibilities of each employee and any outside suppliers.
3. Coordinate all media advertising, Web site management and fulfillment activities.
4. Devote sufficient funds to your fulfillment operations. Do not use up all your money on media advertising and/or the Web site.
5. Test alternative approaches in all aspects of your inquiry fulfillment system.
6. Periodically test the function and efficiency of your offline and online inquiry fulfillment systems.

Advertising

7. Determine the volume, quality and timing of inquiries you desire.
8. Determine the optimum number of advertisements for the volume of inquiries you want.
9. Time advertising to generate responses when you want them.
10. Fine tune your media selection to produce the optimum quality and quantity of inquiries for the lowest cost.
11. Include toll-free telephone numbers, coupons, postage-paid response cards, fax numbers, e-mail addresses, Web site addresses or other response mechanisms to increase the volume of inquiries.
12. Use ad size, color, headlines and other elements to design your advertisements to maximize the cost efficiency of your inquiries.
13. Select the items (catalogs, brochures, booklets, videos, etc.) you offer in advertisements to control the quality and quantity of inquiries.
14. Consider the needs of individuals that do not have convenient Internet access.
15. Key code advertisements or use other means to determine which advertisements and media vehicles are generating the most and best inquiries for the least cost.

Web Sites and E-mail

16. Determine whether to offer online forms, e-mail links or both as options.
17. Use online forms as an opportunity to gather additional key information from inquirers.
18. Establish special tracking pages on your Web site to measure the number of responses generated from specific advertisements and Web banner ads.
19. Send immediate auto-response messages when receiving online and e-mail inquiries to acknowledge receipt of the inquiry.
20. Ensure that inquiries are sent to the correct address and that a system is in place to promptly handle each inquiry.
21. Establish a procedure to verify that e-mail fulfillment messages have been sent to and received by inquirers.
22. Be sure that e-mail responses address specific questions, issues and needs of each inquirer.
23. Frequently check to make sure that all links and buttons on a Web site function properly and link to the correct page. Also confirm that online request forms work properly.
24. Provide a dealer locator feature on your Web site.
25. Use the capabilities of the Internet to generate excitement regarding your company and its products.

Information Gathering

26. Collect key information as part of the initial inquiry response process to increase your knowledge of inquirers and improve your ability to communicate with them.
27. Store names, addresses and other information regarding each inquirer in a marketing database.

Fulfilling the Inquiry

28. Respond immediately to all inquiries. Strive to get your fulfillment materials out within 24 to 48 hours of receiving the inquiry.
29. Use First-Class mail or express delivery services to send inquiry fulfillment packages. Never use Presorted Standard mail for initial inquiry fulfillment.
30. Deliver the information your advertisements say you will provide.
31. Exceed inquirers’ expectations in terms of the quality of materials sent.
32. Educate and inform inquirers regarding your company and your products.
33. Make sure inquirers receive, or have an opportunity to obtain, all the information they want.
34. Generate excitement about your company and its products.
35. Be friendly and personal.
36. Include a personalized letter, addressing each inquirer’s specific situation, in your fulfillment package.
37. Have fulfillment letters written by someone who has a genuine enthusiasm for your company and products, but who also knows how to communicate effectively in relationship marketing.

Encouraging Inquirer Actions

38. Determine what action you want the inquirer to take after receiving your materials and make it easy for him/her to do it.
39. Provide product prices, specifications, sizes, colors and other relevant information in a clear, convenient form.
40. Provide order forms, telephone/fax numbers, dealer names/addresses/phone numbers and whatever other information is necessary for inquirers to make a purchase.
41. Consider offering inquirers an additional incentive, such as a special price or premium item, to visit their dealer or take other desired actions.
42. Attempt to gain more information regarding each inquirer so that they may be better qualified.

Post-Fulfillment Activities

43. Build a relationship/dialogue with your best prospects.
44. Follow up your inquiry fulfillment package with another contact one to two weeks after inquirers are expected to receive their materials.
45. Involve dealers/sales representatives in the process. Encourage them to contact inquirers.
46. Make additional contacts with your best prospects via mail, telephone or e-mail in succeeding months.

We welcome your comments or questions regarding these tips. Send e-mail to parkers@swansonrussell.com or call Parker Stoner at 402-437-6458.