Selling to businesses has always been considered the easier way to make money – businesses are a ‘warm lead’ as they are already predisposed to buy, and the market tends to be relatively less competitive. If you are planning a business-to-business leaflet distribution, there are some important points to consider.

Firstly, what time of day is best to distribute – often, if you deliver promotional material during the day, it will be refused – business customers are more wary than their residential counterparts. We have had much success delivering in the evening, when most businesses are closed, as the material goes straight through the letterbox, and is picked up in the morning with the post

Another thing to consider is enveloping the flyer and having it addressed to ‘The Purchasing Manager’ or some such. This lessens the likelihood that the receptionist or junior office staff will throw the leaflet away before it reaches its intended recipient.

Finally, lets talk numbers. Clearly, there will be fewer businesses to target in each postcode sector than with a residential distribution, but the price per thousand to distribute will be higher. Think about starting off with a small drop of about five thousand leaflets to test the water and measure demand for your services. This should cover most businesses in a small to medium sized town. Gauge a response rate, and then either cover towns further a field, or compound your message by targeting the same areas again and again.

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