The CustomerCentric Selling® Field Guide to Prospecting and Business Development: Techniques, Tools, and Exercises to Win More Business

Chapter 15DIRECT MAIL PROSPECTING

Use of Direct Mail

This is a very underutilized approach. Once a primary method used by both salespeople and their marketing departments, direct mail is seldom used anymore. If you need convincing, just look at your own in-basket. There are nowhere near as many pieces as once were delivered. It’s one of the reasons the U.S. postal service continues to evaluate curtailing services and closing offices. Direct mail has given way to e-mail and electronic delivery. As with other mediums of communication, direct mail has its own pros and cons.

Pros

• The prospect is more receptive. Unlike e-mail, where you are looking to see whom to “delete,” when you review your postal mail, you’re much more relaxed in attempting ...