| Originally Published by Target
Marketing…
How
Direct Mail is a Good Friend
for Your Sales Force
by René Gnam
EDITOR’S NOTE: René
Gnam is an international direct response consultant who has guided
sales lead programs for hundreds of companies. Via his public and
PBS-videotape seminars, he has trained several thousand admarketing
and sales executives on the effective use of publication ads and
mailings.
Yes, competitive marketing and
salesmanship make it difficult to succeed in business, but we can make
your life easier with this summary of the 14 main reasons why your
company can capitalize on effective direct mail to back up your sales
force:
-
Direct
mail reinforces your company's position with current customers.
-
Direct
mail stimulates prospective customers to do business with your
company.
-
Direct
mail educates your company prospects and customers.
-
Direct
mail perpetuates your image as a solid company.
-
Direct
mail reminds prospects and customers when the salesperson cannot
be there.
-
Direct
mail repeats messages from the salesperson, giving added ordering
incentive.
-
Direct
mail reaches several influencers and key decision-makers within
each target company.
-
Direct
mail extends your reach to large and small targets.
-
Direct
mail travels distances, reaching executives at target
companies...far away from your sales office.
-
Direct
mail produces qualified leads for your company's salespeople.
-
Direct
mail reduces time your salespeople would waste on fruitless sales
calls.
-
Direct
mail makes more sales calls for busy salespeople.
-
Direct
mail alerts planners to consider your company when they
contemplate or design a new product.
-
Direct
mail maximizes sales effectiveness by providing a constant stream
of supportive, explanatory information.
While those 14 points are why
direct mail marketing should be regarded as one of the best friends a
salesperson ever has, it’s also true that the direct mail has to be
created to attract attention and motivate a prospect to respond by
citing benefits to that prospect, rather than merely expressing the
marketing point of view of the mailer.
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