Sales Trainer Squeezes Selling Points Into Juice Box - From "Success Stories"
By Jen Zorger
September 2009

Marketing trainer Cliff Quicksell Jr., MAS, is known for getting the creative juices flowing at his seminars at venues like the ASI Show. Now he’s using a juice-carton mailing to introduce himself to potential clients. “I created about 600 of these pieces, and I send them out to prospective clients that hire speakers and trainers,” he says.

The carton, which was printed on sheets by a vendor outside the industry, then sent to The Chest (asi/44830) for laminating and die-cutting, features copy that carries the juice theme all the way around the box. A “Nutrition Facts” section lists what attendees get from Quicksell’s workshops, like “Creativity 100%, Credibility 100% and ROI 100%.” A “Missing” photo on another panel urges anyone spotting Quicksell to notify their CEO or training coordinator.

When the recipient opens the carton, the mandarin scent of  a HandStands (asi/59525) air freshener completes the juicy illusion. Inside, orange graphics on an introductory letter and a bounce-back card continue the theme.

Quicksell says that 90% of the prospects who’ve received the carton have either contacted him or have taken his call and told him they were impressed by the mailing. The economic downturn is putting a squeeze on training budgets at many companies, so winning over new prospects is extra important for him right now. “I’ve been able to open up doors and create some dialogue, and that’s basically what I want,” he says. – JZ