What is Fax-on-Demand, anyway? Because no one exits the womb with this knowledge (for some strange reason), I would be happy to answer this often asked question.
Fax-on-Demand (F.O.D.) is simply one of the most powerful "customer acquiring" tools in business today. You don't even need to know the first thing about fax machines to benefit from this painless service.
It may sound a bit complicated, but it really isn't. The benefits of employing a F.O.D. service for your business, as you'll soon see, are monumental. Some of these benefits can often mean the difference between a business' success and failure.
Picture this: Your potential life-long customer can retrieve your sales literature, brochure, or product and service information seven days a week, 24 hours a day from any fax machine or computer fax, anywhere. They pay for the call!
You, of course, pay for the service up front, in one to 12-month increments. Of advertising dollars spent, F.O.D. services are some of the more efficient and forgiving and the cost is charitably low.
HOW IMPORTANT IS TIMELINESS?
Maybe a better question would be, "What could possibly be more important?" Obviously, in today's competitive business climate, you can't afford to get left behind. It's just too easy to miss potential life-long customers.
You and I both know that the U.S. Postal Service is a pretty darned efficient operation. However, the simple fact is that while your prospect is waiting for your material via the mail, they may very well have retrieved a F.O.D. document from your competitor, containing their brochure.
It's true that your prospect can check out your sales pitch from your web site and even download it if they wish. but obviously, not all of your prospects are going to be subscribing to the Internet. It is costly, after all.
That's precisely why I believe F.O.D. will continue to be an integral part of business for years to come.
HOW IT WORKS
Fax-on-Demand service is completely hands-off. A reputable Company does all the work for you. They have the responsibility of installing your pages in one of their fully-automated fax machines and maintaining them at peak efficiency.
Your only task is getting the word out that you have information that anyone can retrieve, 24 hours a day, form anywhere on earth, from any fax.
For example, on all of your mailing pieces and in all of your advertisements, simply state: Instant details (about your offer) are available by 24-hour Fax-on-Demand. Call from any fax machine or computer fax, 123-456-7890 and request document #xxxx.
WHY USE F.O.D.?
Those of you who mail a lot of brochures are already aware of some pretty hefty expenses. But you'll never have to stuff another envelope with your sales material. You won't have to pay someone to do this, nor will you have to bear the cost of postage or envelopes.
In addition, any marketer worth his salt will tell you that giving customers ordering and access options is always a wise business practice.
TWO TYPES OF F.O.D.
Essentially, two types of F.O.D. are available. Type A can only be accessed via a fax machine or computer fax. Type B can be accessed from either of these or from a regular touch-tone telephone.
Type A is generally less expensive and there are no additional charges. Type B costs about twice as much, but it's a little more accessible. But be aware of possible extra charges.
With Type B, when people call your F.O.D. service from a telephone, they punch in their fax number. Next, your F.O.D. system places the call to their fax machine. So on top of the higher cost for Type B, you're charged about $1.00 per call when your service call's a customer's fax machine.
You may get more calls with Type B, but you should weigh that against additional costs. The main difference between the two options is that with Type A service, your prospect pays for the call. With Type B, you pay for the call (if the call calls from a telephone). And remember that, however unlikely, an unscrupulous competitor could continuously place calls to your F.O.D. service from a telephone, costing you $1.00 per call with Type B.
The times they are a changin' and maybe too fast. It's getting harder to keep up with it all. Take it easy and slow and you just might find that Fax-on-Demand will be a big plus for your business.
Brian Fansher is the President of Self Power. For further information about Fax-on-Demand or to order type A service from Self Power, call from a fax machine or computer fax: 1-508-992-2376 and request document #3088. The voice phone number for Brian Fansher is (619) 441-7930. You may also write Brian at Self Power, P.O. Box 268, El Cajon, CA 92022-0268.
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