Most agree that data-driven, personalized print is not only feasible but drives better results than traditional static print communications. Consequently, for commercial printers, there exists an emerging opportunity for new customers and revenue streams driven by direct mail solutions.

Who will drive the bus?

Who Will Drive the Direct Mail Bus

The key question now will be who will take the lead in informing and attracting customers to direct mail. Will Commercial Printers, Marketing Services Providers, Digital Agencies or Data Management Companies meet with customers and explain the value of direct mail as part of an overall marketing mix? Or, will new decision and supplier models change the way we have traditionally created and marketed direct mail campaigns

There seems to be differences of opinion on whether direct salespeople really need to have a deep knowledge of what they are selling. Some have expressed views that salespeople can and will learn what they need to know on the job. We believe this is a bad strategy.

Common Sense

Let’s apply common sense. It is infuriating to take time to meet with a salesperson only to find out that they do not know very much about what they are selling. In a world of scarcity of time, no one wants to spend precious time with an uneducated direct salesperson.

For years we have trained salespeople in the skills and sales processes required to sell in complex accounts. It is hard enough to learn the customer’s real needs and their business problems while at the same time learning product capabilities. As a prerequisite, we ask salespeople to know the products, services and solutions that they sell.

Put In Some Math into Your Training

You Can Only Sell What You Know

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