Arthur Mickelson, owner of AM Sales Motivators, Inc., is in his 23rd year of selling advertising specialties. With more than $9 million in sales, he is one of his industries' leaders. His base of operations is South Florida, but with his recent involvement in the internet, Arthur now has customers from Japan to Colombia. The CAS (Certified Advertising Specialist) after his name indicates a commitment to continuing education and training.

Arthur can be reached by phone at 954-435-2402 or by e-mail at arthur@
promoteit.com. Or visit Arthur's AM Sales Motivators, Inc. Web Site.








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Advertising Available on Idea Site Starting September 15, 1997

Prospecting Made Easier--With ACT!

(Editor's Note: ACT! is software designed to help the business person organize, track and build a successful sales program.)

Here's the story of why I learned to prospect and how I do it now. I stage this campaign about once a month. As detailed, it averages 1-2 relationships per 10-15 targeted prospects. There's nothing fancy about what ACT! does for me with the blitz program. It just makes life easier.

When I began selling advertising specialties in 1974, I took over a list of accounts that, for the most part, purchased only holiday gifts. Being one who can't budget money from Monday to Wednesday, I knew customers who spent all their money in the fall meant I'd have to budget those commissions for 11 months. Never happen.

So, I went looking for new clients: those who could and would spend money year-round. As my new biggest client grew every year to become about 60% of my sales, I knew I'd have to diversify so "all my eggs weren't in one basket." I did expand but still got caught. I built my list so #1 was only about 11% of sales and my Top Ten were more than 80% of my sales.

That one year I had $7.4 billion in bankruptcies. Companies like Eastern Airlines, Federated Department Stores and a few builders were my biggest visitors to court. (Because my buyers liked me, we only lost $274.00.) Nine of my top ten clients either closed or reorganized. It was time to blitz for new relationships. A program was built manually. We had boxes and labels everywhere.

Now, with the help of ACT!, I have a blitz program that is averaging about 15% conversion of prospects to clients. I define a client as a company that should or can spend at least $10,000 annually on advertising specialties. [Our new internet relationships are smaller than that, so we seek both, but not with the blitz package.]

I believe the equally important aspects of my blitz are

[a] selection of the list,

[b] the advertising specialties included with each package, and

[c] the constant enforcement of messages about our high quality of service and very competitive pricing because of our company's size.

I start by targeting the companies I feel should be buying from me. Then, I narrow the list to 10-15 at a time, using the Zip Code search in ACT! This way, all the targets of a particular blitz are in close proximity, easier for step one.

Step One: One of my more interesting items is custom donut boxes printed with my message. I take 10 boxes to a local Dunkin' Donuts and buy nine donuts for each person. The box is still full because there's also an imprinted coffee mug inside, with the slogan: Are You Getting Your Share! 144,000,000 Cups of Coffee Are Consumed in This Country Daily.

The box of donuts and mug are delivered with a letter inviting them to sit back for a pre- game meal and learn more about us. Also included is a ringing business card holder. Open the folder entitled When You're Looking for the Best and a telephone rings. The inside says Give Me a Ring. Both tie in to my marketing campaign, which ties in to the fact I was with the World Champion Miami Dolphins during the 72-73 seasons. My logo is a championship ring.

Step Two: Using Groups in ACT! helps me with the next letter, a couple of days later. Here we talk about quality and service and the strength of our company. ACT! kindly merges the letter and uses my own signature font greeting and salutation. A nice pen is included with this mailing.

Step Three: One more mailing about four days later. The time of year determines the type of advertising specialty inserted with this letter. Of late, I've used both a telephone pre-paid calling card: I'll trade you for 10 minutes of your time or imprinted candy: I Don't Mean To Put Words in Your Mouth - the imprint is the word YES!.

Step Four: The follow-up phone call for appointment and subsequent follow-ups, depending on the first call. There, ACT! is vital to my making this work.

Finally, by flagging everyone in a master blitz group, ACT! remembers who is on the list for periodic direct mail of specials and their year-end calendar.

I once did this without ACT! It's much easier this way.

_{Copyright © 1997 Arthur Mickelson}

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