If you are actively selling and reaching out to potential customers, but aren’t using direct mail… you are missing out on a huge opportunity that can make your business stand out, get attention, build brand and make it easier to get appointments with your leads.
I’m sure you have heard that sales is a numbers game. The more people you can get in front of, the more opportunities you create to make a sale.
But sales is hard! There’s not only an emotional toll, there’s a big TIME commitment involved as well.
Zig Ziglar Wasn’t Thinking Straight!
For example, imagine you are Zig Ziglar when he was selling pots and pans door-to-door in South Carolina back in the 50’s.
First off, pots and pans are heavy. Second, it’s hot and humid in South Carolina 9 months out of the year.
Imagine being ‘ol Zig parking your car at the start of a street, pulling out your Sales Kit of Pots and Pans and lugging them up hill to each house on the street.
Knocking on doors, getting dogs barking and biting at you. Getting doors slammed in your face and having to wait 45 seconds to a minute for no one to come to the door.
And while you will have enough people answer the door and listen to your pitch, it takes you 4 – 6 hours, more than half a day, to cover that one street.
It’s a tough way to make a living huh?
But imagine you wanted to maximize your time and were willing to invest in your business so you could eliminate as many of the bad parts as possible.
Let’s say you didn’t want to waste time hauling equipment up hills in the heat, waiting on people to answer the door, or deal with barking dogs.
You wanted to be invited in at a set time and park in the driveway.
You can make that happen with direct mail.
In today’s money, if you do it yourself, you can make contact with one-hundred homes or businesses for about $60.
That means, if you are willing to invest the $60, you don’t have to physically go to that street and knock on every door. The Post Office will do it for you.
So imagine what this means to you and your business.
Direct mail makes it easier for you to sell, and makes it easy to keep in touch with leads, prospects and existing clients.
What Worked In The 50’s Won’t Work Today
But don’t think I’m saying “all you have to do is direct mail!”
I’m not saying that… because things have changed since Zig was selling pots and pans.
Back then, in most homes the lady of the house was there, had money in the bank, could make the buying decision and would listen.
By contrast, today it’s like people are hiding from you. It’s hard to get someone to listen to you for 5 seconds, let alone 15 minutes.
And just to get a conversation with a lead, It takes an average of 8 – 12 contact attempts.
Which means if you are selling and you only call someone once, you aren’t going to sell anything because you won’t get hold of anyone.
That means you have to make multiple contact attempts to reach someone.
And this is why direct mail is still an important part of your sales efforts.
Direct Mail For Today’s Sales Environment
The way you use direct mail today is to add it to your sales cadences.
What’s a sales cadence? It’s a pattern of contact attempts that ensure you are reaching out to someone 8 or more times to increase your chances of making contact.
You have multiple ways you can contact someone: You can physically go there, like Zig did, you can call, you can email, you can use direct mail, you can message on Facebook, you can use LinkedIn in-mail, you can text, you can advertise to specific people using Facebook and LinkedIn targeting, you can send a Fed-Ex, and more.
All of these count as getting in front of some specific someone. Some are more effective than others, but all together, they are an unstoppable combination for getting attention and making contact.
And direct mail is a big part of this.
And direct mail gives you an opportunity to align Sales and Marketing.
Coordinated Sales And Marketing Campaigns Using Direct Mail
Everything I’ve said to this point makes the case for using Direct Mail as part of your Sales outreach. But, the best way to use it is as a part of a coordinated Sales and Marketing campaign that makes use of every asset you have at your disposal.
Build a marketing campaign around a benefit of a product or service and create the sales and marketing assets you will need — Including the direct mail pieces.
Have them ready for either the sales people to mail once the lead has reached a certain stage in the cadence sequence, or let marketing mail them first to “shell the beach” before actual sales efforts start.
By coordinating your sales and marketing efforts, you will get exponentially greater results than sales or marketing could alone.
And direct mail, used with your sales effort and coordinated marketing is the foundation for a successful campaign that attracts leads and clients, builds your brand and grows your business.
Align Sales and Marketing
Want to learn more about aligning Sales and Marketing? Download the Client Magnet System Quick Guide!
I’ve got the link below.
You’ll be taken to the download page and you’ll get our quick guide to The Client Magnet System that shows you the Client Magnet System map and how you can align your sales and marketing teams to get exponentially greater results from the same effort.
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