Business-to-business direct mail is different from
business-to-consumer direct mail in one vital way: sales cycles
are longer.
A senior vice-president of information technology doesn't buy a
$1.5-million network upgrade by dropping a business reply coupon
and cheque in the mail. In B2B selling, the first step in the
sales cycle is usually a request for more information. Followed
by a sales meeting. Then a demonstration. Then a trial. Then a
contract.
That's why your direct mail package should aim to move your
prospect to the next step in the sales cycle, rather than ask
for the order. Start your planning by learning how the sales
representative closes the deal. Work backwards to the initial
contact or event that generates the sales lead. Then write your
direct mail piece in such a way that you sell the next step
rather than try to close the sale.
Don’t get into specifics about the features of your product or
service, or your price, at this point. Instead, discuss benefits
and arouse curiosity. What you are aiming to do in B2B lead
generation is to get prospects to raise their hands to let you
know that they want to know more.
More Information:
Alan Sharpe is a professional fundraising letter writer, instructor, coach, author and newsletter publisher who helps non-profit organizations to raise funds, build relationships and retain loyal donors using cost-effective, compelling, creative fundraising letters. Sign up for free weekly tips like this at http://www.RaiserSharpe.com/
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Article: In B2B Direct Mail, Don't Ask For The Order. Author: Alan Sharpe Publication Date: 2008-01-27 Total Views: 644 Word Count: 178 Category:Home /
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