Let’s quickly take a look at how sales techniques have changed over the last 40 years. Our grandparents were the door-door salespeople, our parents were the telemarketers, our generation used direct mail systems, and the new generation uses the internet. Technology continues to evolve and the marketing industry has turned to social media and email.
Social media, internet marketing may be the present, causing much of the focus to be on digital marketers, but is this here to stay? Furthermore, people change jobs and email addresses daily so you might not be hitting that prospects mailbox. The average email delivery rate is about 61% using most data providers. However, companies do not change locations nearly as much as people change jobs, what does this tell you? Using the old fashioned direct mailing method you know you are more likely to land on your prospects desk.
Direct mail is a reliable method that uses tested practices that were used for many years. Direct Marketing Association posted a study that shows the response rate for direct mail to an existing customer is more than 300% compared to an email.
Here are five ways to make your direct marketing campaign a success:
Promotions and Coupons: Not only, are you providing quality information to your prospects through direct mailing, but it also gives the reader more incentive to read your content at some point during the day if it has a promotion on it.
Target Your Prospect: To get better results, really filter your lead generation to the targeted contacts that are more likely to purchase your product. You might send 1000 emails, but if you send 500 direct mails you might get a greater ROI on your investment. Try it.
Personalize Your Message: You can make this fun. At my previous position, I got a business card with a website link that I had to follow- to play a game. I played the game and after I completed the game, I already had a call from the salesperson who knew I played the game on the website. This was a great tactic as I got a personal message that gave me a call to action.
Quality over Quantity: No one wants to read your fluff. Make sure the message you are sending is precise and to the point. You only have a few seconds to grab your prospects attention, so do not waste that valuable time.
Always Follow-Up: Yes, follow-up is one of the most important reasons why people close deals. It is very difficult to sell on the first call as it takes anywhere from 6-8 touches before you close a deal in a typical sales cycle. Therefore, have a follow-up plan or even an automated follow-up plan that is personalized to your new prospects.
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