Friday, August 1, 2008

"Flashback" Friday: Direct-Mail for Salespeople

Direct-mail can be really expensive for the low returns it brings in. Chances are, a prospect you have never met will not read or respond. If that is the case, why bother to take the time for a direct-mail campaign?

Although direct-mail is a poor marketing system for prospects you haven't met, it is a great idea for prospects that you have met in person. A prospect/customer newsletter allows your name to stay in front of decision makers and keep your phone ringing. More importantly, it builds a strong "branding" around your name for prospects that know very little about you.

Go through your business card stacks and look at who you are not currently doing business with but have met with in the past. This is a great place to start for a targeted, direct-mail campaign that will yeild results.

2 comments:

nesh thompson said...

Good post Will. With regard to the depth of interaction, direct mail can be an effective method of 'connecting', especially if you have personally put in the effort to writing the communication. It is often a more valued method of communication than email due to the time and effort put in to send it.

Have you wondered why so many companies still send invoices and important documents via post when it probably isn't the surest method of delivery?

From the Author: Will Fultz said...

I have often wondered why companies still use "snail" mail to get bills to their customers. That is a great point. Thanks for the comment Nesh...