Top Direct Marketing Campaign Tips

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Direct marketing is a method where a business sends promotional information directly to a targeted audience. The target audience results from strategic marketing methods such as obtaining customer leads. You can buy leads from marketing companies that include potential customer data like purchasing habits, demographics and gender. This marketing method works because you are targeting a specific customer that might need your product or service. The odds of obtaining new sales improve when you target customers who fit your qualifications. Direct marketing methods can include email campaigns and direct mail contact with potential customers.

Lead Generation Companies

You can buy a lead list from a marketing company called a lead generation list. You determine the demographics you want the marketing company to target in their research. There are many lead generation companies online. The problem with this method is some companies don't do a good job screening the list. There may be wrong numbers, disconnects and out of date contact information. When you are searching for a lead generation company, ask about their screening methods. Do they check to make sure the leads have accurate contact information? This is important to the success of your marketing strategy.

Developing A Sales Team

Now that you have a lead list, you need to understand how to get the most out of it. Some companies use a combination of inside and outside sales representatives. Inside sales reps call the leads and qualify the lead. They will use a sales script that directs the conversation with the decision-maker of the company. When it is determined the lead is qualified, then the inside sales rep will try to secure an appointment for the outside sales representative. Some companies only have outside sales representatives that must qualify the lead and make their own appointments.

If you are a small company, then you can start out using only outside sales representatives. You can add an inside sales representative as your company grows. The inside sales representative gets paid according to the number of qualified appointments set. The outside sales representative usually gets paid on a base salary plus commission.

Companies are discovering that when they hire both inside and outside sales reps, then the results are more positive. This is because an outside sales rep will have more success when they only have to run appointments. Lead generation and appointment setting takes a lot of time.

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