Order forms do not have to be complex - for even the simplest form can be used to track each product needed and simultaneously note which advertisement the order came from.

The system works like this.

First you give a code number to each product.  Let us assume that each product has a unique letter and number code - as in B245 or C399.

Then you give the leaflet a code - we'll assume here it is a two letter code which comes at the end - as in BQ or MM.

So if you have the product B245 and the leaflet code BQ you now give it the order code B245BQ.

If you put that code next to the product and create an order form in which there is a column for the product code you will find that most people will write in the product code when placing an order.  Indeed even where the customer places an order using his/her own order form or orders on headed paper by fax, you will find most people write in the complete product code (usually for fear of getting the wrong product).

I do come across people who say, "we tried it but it doesn't work with our customers" but in each and every case (and I mean that, each and every case) I have found that the reason for the lack of customers using the product code is the way the order form is created, and the way in which the code is presented next to each product.  Make it clear on the brochure or leaflet, and have a column for the code, and you will get the codes quoted.

Indeed we have even experimented with order forms in which the customer does not have to put in the name of the product at all, but just the code.  That way we get 100% using the code.

What benefit does this give?

Quite obviously you can now track how many of each product you have sold plus how many each leaflet or brochure sold.  So if you want to know what effect changing the colour of your promotional leaflet from yellow to blue has, you print half in one colour and half in the other.  You keep the same products on each leaflet, but code the products BA on one and BB on the other.  If the sales of BB and BA are the same you know the colour makes no odds.  If not, you know which colour to pick in the future.

Terms and conditions

If you have one particular condition of sale quote it clearly on your leaflet, and then say that your full set of terms and conditions are available on your website and can be supplied on request.  Furthermore, you can say that placing an order will indicate acceptance of the terms and conditions, and the order should not be placed unless the terms and conditions have been read.

Now let's imagine you are up against someone who thinks they can always get away without paying.  They return the goods or simply claim they were faulty, or whatever, and in so doing break your terms and conditions.  But then they claim they never read the terms and conditions and didn't see the leaflet.   But they have used the two letter leaflet code which is only used on that leaflet.   Which gives you the proof.   Even the most difficult district judge will accept then that the customer is in the wrong and is bound by your terms and conditions of sale.

VAT

The rule is, if selling to businesses quote prices without VAT, and at the end state that all prices are subject to VAT.  If selling to consumers, quote prices with the VAT included.   Schools are a bit of a problem in that schools are businesses, but teachers often don't quite understand VAT and can be genuinely confused.   With schools it can be a good idea to quote both prices.

Ways of ordering

Give the customer as many ways of ordering as possible.  On-line, by letter, by phone, by fax.  If you spot that a significant amount of your fraud comes from one particular type of ordering (eg phone orders) then by all means drop that, but ideally, offer every possible way of ordering.

Five for the price of four

It is tempting to give discounts of this type - but do check what the norm is before you make such an offer.  If the average order you get is for three products of one type, then five for the price of four is a good move - because it gets you an extra sale.  But if the norm is four, then giving the fifth one away for nothing does you no good at all.  People place the order they would place anyway - you get nothing extra.  Always measure orders without special offers before you make the offers.

Free analysis of your mailshot

This article is written by Tony Attwood, Chairman of Hamilton House Mailings Ltd.  If you would like to discuss the writing or design of your mailing campaign, or indeed a single mailshot, with Tony, without cost or obligation, just call 01536 399 000, or email Creative@hamilton-house.com   You can also send Tony a copy of your latest advert and he will call you back with his thoughts on how your response rate could be raised - again without cost or obligation.