In B2B Direct Mail Dont Ask For The Order.
June 6th, 2010 | 
Author: In B2B Direct Mail Dont Ask For The Order.
Businesstobusiness direct mail is different frombusinesstoconsumer direct mail in one vital way: sales cyclesare longer.
A senior vicepresident of information technology doesn’t buy a1.5million network upgrade by dropping a business reply couponand cheque in the mail. In B2B selling the first step in thesales cycle is usually a request for more information. Followedby a sales meeting. Then a demonstration. Then a trial. Then acontract.
That’s why your direct mail package should aim to move yourprospect to the next step in the sales cycle rather than askfor the order. Start your planning by learning how the salesrepresentative closes the deal. Work backwards to the initialcontact or event that generates the sales lead. Then write yourdirect mail piece in such a way that you sell the next steprather than try to close the sale.
Don’t get into specifics about the features of your product orservice or your price at this point. Instead discuss benefitsand arouse curiosity. What you are aiming to do in B2B leadgeneration is to get prospects to raise their hands to let youknow that they want to know more.
Chris Burns American Profiles Mailing Telemarketing List company. Providing telemarketing lists to the direct marketing industry since 1996.
A full service mailing telemarketing list company with over 40000 lists available. http://www.americanprofiles.net/.
Online counts and orders 24/7 http://www.mailinglistsusa.com/.
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