Dynamail Marketing was one of the first direct mail companies to offer complete postcard packages which included design, printing, mailing list acquisition and postage. Prior to that, we were a full service advertising agency that provided a full array of media options. So, why did we decide to focus primarily on direct mail?

What happened was actually quite simple. When I went to pitch new business, I would begin by showing prospects our portfolio which included logo designs and ID packages, print ads, brochures, collateral material, and direct mail. When I showed them the postcard section, it generated the most interest by far. While we didn’t always start by coming away with the whole account, we almost always were contracted for a postcard project on the spot. Aside from the fact that the project incorporated our design and marketing expertise and an extremely high quality end product, what they liked most was our package pricing. It let them know exactly what the entire project would cost before they even got started. More often than not, after we completed one successful direct mail project for them, they hired us to handle their entire advertising account.

Knowing how successful our postcard program was locally, we decided to market it throughout the country. I wasn’t sure if I could close sales with clients I had never met and who had never met me. I was asking customers to pay us thousands of dollars up front based only on an approved layout and a promise of measurable success after the fact.

Our philosophy for creating successful campaigns

• Listen, Research, Learn – Regardless of whether you sell to other businesses or to consumers, the principles of how to approach them are the same. Prospects want to know that you understand their individual requirements, and you will only sell them exactly what they need. That’s where listening comes in. Don’t just act interested, be interested. Then, only show them the products and/or services that they really need to succeed. Steer them away from media options you know will not work well even if they ask for them.
• With business-to-business sales, the more you know about a client’s business before your first contact, the better you can help them improve their bottom line. Go online and learn as much as you can about the general business category in which they operate. Then, go to the new prospect’s website to learn specifically about them. When customers realize you understand their specific needs, you will generate a level of trust that will really separate you from the competition.

• Reliability – In today’s competitive marketplace, price is important, but it’s not everything. Customers want to know that you’ll be there for them before, during and after the sale. By way of example, after we first speak with a client, we send them a sample package of our work along with targeted mailing list information to identify prospects in their area. If they like what they get, we develop a marketing plan to help them maximize their direct mail expenditures without going over budget. When we produce them information, we tell them when to expect it, and we keep to the schedule religiously. More often than not, we get the information to them within twenty-four hours. We believe that If you are reliable from the outset, you set the tone for the rest of your ongoing business relationship.

• Exceed Expectations – Presumably you went into your chosen business because you have passion and expertise in the field. Do your best work and offer the best possible service on every job, regardless of the size of the customer or the expected profitability. If your business can’t help the prospect, suggest they call a company that can, even if it is one of your competitors. It’s not only the right thing to do, but it usually turns out to be good for business in the long run.

• Form a Partnership – The best business relationship is a long-term business relationship. Genuine caring about your clients personal and professional success is the key. This applies equally to retail and business-to business clients. Always call to follow-up after a sale to see how your product or service is working out. Send hand written thank you notes or a small gift like fresh flowers or chocolates to thank customers for their business. Consider calling just to keep in touch or to share information that is not necessarily related to making another sale. Keeping these connections alive will not only help you in the long-term, but, more importantly, it will make working with your customers all the more meaningful.

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