Most cities have one or more companies which will design your mail-out and even send it for a basic price per contact. Prices vary greatly, so speak to several and evaluate them carefully. Ask for references from other business owners in the service field.
Ask the direct mail firms you interview to estimate what response you should expect. Use this question as a way to evaluate them, but don't simply go with the highest estimate! Rather, this will help you find out about what other companies they have handled which might be similar to yours, and the results they obtained for them.
Keep in mind that direct mail is a very 'shotgun' approach. A very good response to unsolicited direct mail-outs would probably be in the 3% to 5% range. Studies have shown, however, that the positive response rate you receive can often be more than doubled with the addition of a telephone follow-up. Response, in this case, is termed to be recipients who agree to meet with you to hear a presentation, not companies who sign up. If they will agree to allow you a presentation, it's up to you to sell them from there.
If you choose to experiment with direct mail, your mailing list is very much a determinant of response volume and quality. Explore what lists are available for your target area, through direct mail companies, area Chamber of Commerces and other list brokers. An especially important aspect to a quality mailing list for this purpose is whether or not the addresses include the name of the actual decision maker, or whether you must send them all to a title, such as "Manager."
You will find that in direct mail there are trade-offs; a better response if your information is the only item in the mail-out, but a much smaller cost to you per mailing if you send out your information in conjunction with other businesses in a co-operative type mailing. Before participating in a co-operative mail-out, confirm that the direct mail company organizing it will not include any other companies which provide sweeping services. Also make sure that the other businesses who will be advertising provide services which would be interesting to the same type of people you are targeting.
Many co-operative mailing companies will provide you with a discount the first time you mail with them. Because you have no real way to tell how well their mailing list will do for you, request that they discount their services the first time.
Another way to develop an economy mail-out is to do it on a co-operative basis with someone else who is in a similar industry; i.e., they share the same type of client base. These include seal-coaters, landscapers and other pavement maintenance professionals.
Also beware the difference between an advertising firm, and a typesetting or graphic arts company. Advertising firms typically do high quality work, but can be very expensive. For your needs, a professional typesetter who has a good grasp of layout and design will probably be a much better choice. Ask for examples of their work for other service businesses.
Date
Name of Contact, Title
Company Name of Prospect Business
Address of Prospect Business
City, State, Zip
Dear Mr./Ms. Contact: (If you don't have name of a contact person, send it to Manager, Contracted Maintenance Services)
We are writing to introduce you to our parking lot and outside area maintenance firm, (name of your business). Our company uses the latest in vacuum sweeper technology, assuring you of the finest results possible in keeping your outside paved areas clean, neat and properly maintained.
Today, more than ever before, customers are aware of how clean you keep the outer perimeter of your business area. People are strongly prone to make value judgments based on how the exterior of your property is maintained. We at (name of your business) provide a total cleaning package to make certain your property stays in the best possible condition.
Please take the few minutes necessary to read over the enclosed brochure which outlines our program of services. You will find that what we provide is both cost-effective and professional.
Sincerely,
Your Full Name
Your Title (Owner, President, etc.)
If you plan to follow up your letter with a phone call you might add a paragraph along the lines of the following:
We will give you a call in a few days to discuss how we might best serve your company. Thank you in advance for your time and consideration.
A repercussion of this is that you can't assume that they actually remember anything that was in the mailer. You'll still want to re-state the basic information about what you offer once you get someone on the phone. Then, once you feel you have them up to speed on what you are offering, work to make an in-person appointment just as you would with a first-contact telephone call. The following section details the steps you need to take to develop a strong, workable telephone technique.