One double post card, used as a cooperator with a follow-up, calls attention to a sample previously mailed, asking a careful comparison of the grade of material and closes with a special inducement to replies in the form of a discount for five days.
Return cards, employing the absolute guarantee to insure confidence of fair dealing give clinching power. Here is a sample:
Gentlemen:—Please send me a ____ case for trial. It is clearly understood in signing this order that the shipment comes to me all charges prepaid and with your guarantee that you will promptly cancel the order, in case I am in any way dissatisfied.
* * * * * * *
A space is left at the bottom of the card for the person ordering to sign name and address.
Again the post card serves a similar purpose as a cooperator with the salesman. Often between calls the house makes a special inducement to sales.
Here, either double post cards or folders give the advantage of simplicity; the return card offering a powerful incentive to immediate action on the part of the customer. The return card indicates to the house that the customer is interested and a salesman is called back to handle the order.
One manufacturer, through use of the folder and card, wins a clever advantage for his salesmen. An attractive folder, with numerous illustrations, gives a fairly complete description of the firm's product. Enclosed with the folder is a return card bearing the form reply, "Dear Sirs: I am interested in ——. Please mail me a picture catalog of ——." And a space is left with directions for filling in name and address of the person replying.
These cards when received are carefully filed and from them the salesmen gauge their calls on the prospects. Here the advantage to the salesman is obvious, since his personal call assumes the nature of a favor to the prospect.
From time to time, mailing folders or double post cards, are mailed between calls of the salesman, and serve to keep the proposition warm in the mind of the prospect.