Arix had a cost per
lead from print
advertising that was
astronomically high. My
solution was to
generate qualified
value-added reseller
leads with a series of
self-mailers emphasizing
the benefits of the
firm’s reseller program,
not just the power of
the computers.
We offered a
free PDA with
each sales presentation.
The response was
excellent but the sales
conversion was out of
this world.
