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In B2B Direct Mail, Don't Ask For The Order. |
By:
Alan Sharpe |
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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.
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Article Source: http://www.PopularArticles.com/article4702.html |
Article: In B2B direct mail, don't ask for the order.
Author: Alan Sharpe
Total Views: 44
Word Count: 178
Category:
Home /
Marketing / Direct Mail
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