How to fix sales appointments with extremely busy Finance Directors (who are zealously guarded by PAs).
Even a company as big as Xerox has problems generating sales appointments. We sent these senior people a real nautical telescope with accompanying headlines to dramatise the benefits of buying Xerox. This was passed on by the PAs and sufficiently engaged the FDs to make them more receptive to the suggestion of a meeting.
The mailing reached 72% of Financial Directors, meetings were fixed with 18% and payback was achieved within three weeks.