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Case Upon - In B2B Direct Mail Lead Generation, Work Backwards
Every year the consumer spectrum grows more and more sophisticated in both their shopping habits and the way they interact with products and services. Each different type of customer requires a different outlook from sales, marketing, and customer support perspectives. This article will cover the five different types of customers allowing you to better understand how to tune the
If prospects are at the needs-identification stage, offer them a white paper or similar document that describes the customer problem that your product or service solves.
If prospects are gathering information on solutions, offer them a series of case studies or success stories that demonstrate why your solution is superior.
If your sale involves many stakeholders, consider mailing a different direct mail package to
How Can You Drive Traffic to Your Website?If you are a small business owner, you may have heard talk about SEM (search engine marketing). If you are like many business owners, you have found the work required to drive traffic to your site a little overwhelming – building links, email marketing, paid inclusion, pay per click – it is a lot to deal with.Don’t leav
Before you write a single line of copy or design a single element of your direct mail package, sit down with the sales people who close the sales. Find out when and how they get prospects to sign on the line that is dotted, and work backwards from there to discover what you need to do to capture the attention of these prospects in the first place and get them into your sales funnel.
Here are some questions to ask the sales team:
- What makes a prospect buy? (Is it price? terms? guarantee? after-sales service? quality?)
- What customer objections will endanger a sale? How do salespeople overcome these objections?
- Do prospects need a lot of information before making a decision?
- Identify need
- Gather information on solutions
- Establish specifications
- Request proposals or quotations
- Interview top suppliers
- Make short list of suppliers
- Check references
- Test sample or demo product
- Select supplier
- Negotiate terms and price
- Sign contract
- Make first purchase
- Evaluate performance
- Make repeat purchases
- Remain loyal to valued, long-term supplier
- Drop supplier and start over again
Your goal with every direct mail lead generation mailing is to figure out where prospects are in their buying cycle and to target them there. The thing to remember in all of this is that your goal in a multi- step, complex buying process is not to close the sale but to move the prospect to the next stage. Here are some ideas:
If prospects are at the needs-identification stage, offer them a white paper or similar document that describes the customer problem that your product or service solves.
If prospects are gathering information on solutions, offer them a series of case studies or success stories that demonstrate why your solution is superior.
If your sale involves many stakeholders, consider mailing a different direct mail package to
So do me a favor right now...Pull out your copy of the Yellow Pages and look up Auto Repair. What do you see? That is right, almost all of the ads are the same! Why is this I wonder? What would differentiate your business from the other businesses in your particular section of the Yellow Pages?The reason that almost all ads are the same within a particular section of
Here are some questions to ask the sales team:
- What makes a prospect buy? (Is it price? terms? guarantee? after-sales service? quality?)
- What customer objections will endanger a sale? How do salespeople overcome these objections?
- Do prospects need a lot of information before making a decision?
- Identify need
- Gather information on solutions
- Establish specifications
- Request proposals or quotations
- Interview top suppliers
- Make short list of suppliers
- Check references
- Test sample or demo product
- Select supplier
- Negotiate terms and price
- Sign contract
- Make first purchase
- Evaluate performance
- Make repeat purchases
- Remain loyal to valued, long-term supplier
- Drop supplier and start over again
Your goal with every direct mail lead generation mailing is to figure out where prospects are in their buying cycle and to target them there. The thing to remember in all of this is that your goal in a multi- step, complex buying process is not to close the sale but to move the prospect to the next stage. Here are some ideas:
If prospects are at the needs-identification stage, offer them a white paper or similar document that describes the customer problem that your product or service solves.
If prospects are gathering information on solutions, offer them a series of case studies or success stories that demonstrate why your solution is superior.
If your sale involves many stakeholders, consider mailing a different direct mail package to
The Three Pillars of Corporate Performance Management for the Insurance Sector "Change" is the watchword for the insurance sector. Increasing customer churn and pressure on premiums are eroding profitability, highlighting the need for significant cost reductions in the areas of customer acquisition and service. This threatens the traditional operating model as o
- Identify need
- Gather information on solutions
- Establish specifications
- Request proposals or quotations
- Interview top suppliers
- Make short list of suppliers
- Check references
- Test sample or demo product
- Select supplier
- Negotiate terms and price
- Sign contract
- Make first purchase
- Evaluate performance
- Make repeat purchases
- Remain loyal to valued, long-term supplier
- Drop supplier and start over again
Your goal with every direct mail lead generation mailing is to figure out where prospects are in their buying cycle and to target them there. The thing to remember in all of this is that your goal in a multi- step, complex buying process is not to close the sale but to move the prospect to the next stage. Here are some ideas:
If prospects are at the needs-identification stage, offer them a white paper or similar document that describes the customer problem that your product or service solves.
If prospects are gathering information on solutions, offer them a series of case studies or success stories that demonstrate why your solution is superior.
If your sale involves many stakeholders, consider mailing a different direct mail package to
The vast majority of coaches do not have a specific market niche. We can speculate that there are a number of reasons for this. One could be due to coaches' desire for variety and options – having a niche might seem to restrict our options. We also don't like the thought of closing down possibilities - and selecting a niche seems to do just that.The truth is very differen
Your goal with every direct mail lead generation mailing is to figure out where prospects are in their buying cycle and to target them there. The thing to remember in all of this is that your goal in a multi- step, complex buying process is not to close the sale but to move the prospect to the next stage. Here are some ideas:
If prospects are at the needs-identification stage, offer them a white paper or similar document that describes the customer problem that your product or service solves.
If prospects are gathering information on solutions, offer them a series of case studies or success stories that demonstrate why your solution is superior.
If your sale involves many stakeholders, consider mailing a different direct mail package to
An accountant can be more than just a person who prepares the accounts and talks to the taxman for you.Over time you will find that your accountant can become a valued business advisor. Remember that they are dealing with a spectrum of local businesses of various types.A natural by-product of this is that they will have: Many contacts – some probably very
If prospects are at the needs-identification stage, offer them a white paper or similar document that describes the customer problem that your product or service solves.
If prospects are gathering information on solutions, offer them a series of case studies or success stories that demonstrate why your solution is superior.
If your sale involves many stakeholders, consider mailing a different direct mail package to each person who influences the buying decision. In complex high- tech sales, for example, you can target the CIO (offer ROI benefits), the CFO (offer cost-cutting benefits) and the IT manager (offer scalability and ease of integration benefits).
In many B2B lead generation efforts, you will need to mail or contact leads more than once before you generate a response and have a chance to qualify them. That’s why starting at the end makes such good sense. You’ll know how many steps you need to take to reach the sale, and how many times you need to mail each prospect (and what to mail) to turn them into a customer.
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