When distributors think of direct marketing, many think back to the sporadic pieces of mail they sent to prospects once or twice that were probably thrown away. That’s according to Jonathan Bein of Real Results Marketing, who says distributors should take a second look at direct marketing, which can spur sales if done right.
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One reason distributors sometimes discount direct marketing is that they’ve executed it poorly in the past. One common mistake according to Bein is sending the occasional piece of mail and expecting immediate results.
“A key premise of direct marketing is that the prospect is regularly touched with offers,” Bein says. “When done properly, the accumulation of touches improves the credibility of the marketer in the mind of the prospect.”
Another way to make the most of direct marketing programs is to combine snail mail catalogs with emailed offers.
Distributors can no longer rely on strong face-to-face relationships to capture and retain business. “The biggest and best distributors are in your back yard and in your face not only through direct sales, but also through the Web, inside sales and targeted marketing,” says Bein.
Bein gives three pieces of advice to help distributors grow revenue in 3 Marketing Moves Distributors Should Make in 2013, including more details on how to effectively execute direct marketing.