Got some questions from sales people asking about how they should use business letters or direct mail in their sales process?
This is a great question at this time since most b2b sales people think the only thing working today is email. Email is a great tool for immediate responses after you have made contact with a customer or an existing customer who uses the email as an electronic delivery service and a paperless “green thing.”
Email is great for transacting current business, yet, it is not easy to use for prospects or people within companies you have not done business with in the past. In fact, the CAN-SPAM Act has made it a very expensive legal issue to use unsolicited email to individuals or companies. It can cost you up to $10,000 per emailed account – so beware of sending out unsolicited emails.
Business development or prospecting can be very effective using the old direct mail process. Today, direct mail is making a comeback since most people are not using it properly. In fact, it is pretty simple and there are only two true methods in my opinion to use direct mail.
These two methods are…