Distributors often fear that they will annoy their customers with too many marketing messages. But if those marketing messages are relevant, customers actually welcome them. This article examines customer preferences for marketing communications and how distributors can capitalize on what customers want.

We sometimes let our personal preferences influence our business beliefs. One area where we’ve found this to be most prevalent is with customer communications. We assume customers will think our marketing emails are “spam,” and they certainly wouldn’t want to receive another phone call during their busy day. But the reality is that customers do want to hear from you.

Over several years and dozens of surveys, we have asked distributors’ customers to rate types of communications and the frequency they wanted to hear from their distributors. In every case, &hellip