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We know multi-channel is better
We have all read the studies that show that, when you run a marketing campaign, you achieve much better results from a multitouch campaign. People can argue forever over the relative merits of direct mail versus email. But few would dispute the fact that the best results are achieved when both are used together. A case study by Royal Mail showed that sales increase by over 25% and acquisition by 40% when direct mail is added to an email campaign.
Naturally, we can take multichannel even further and include social media, telephone calls, and website visits. When all these are added together it is possible to create a powerful and productive sales journey for prospects. The majority of sales people understand the power of this proposition. However, they do not put it into practice for their own activities.
We should remember to use the multichannel approach in our sales activity
Whenever I run my How To Stop Print Buyers Choosing On Price workshop I always ask delegates how many different ways they contacted prospects in the last ten days. The vast majority stuck to phone, email, and face-to-face meetings. A few adventurous people also used direct mail and LinkedIn messaging. But nearly everyone falls far short of the 10 different ways that I use.
Take a tip out of a marketeer’s handbook
It is always good to use best practice. Best practice at the moment involves communicating with prospects through several channels. We should remember this for our sales activities as well.
Whatever channel you use, you need an effective message. My new book “Done For You Sales Scripts” (see below) gives you twenty sales scripts to help you say the right thing.
P.S. Find out more ideas on how to engage with today’s buyers: download my free e-book “Ten Common Print Selling Errors and What To Do About Them” right now. You’ll also receive my regular “Views from the print buyer” bulletin, full of ideas on how to sell print effectively. Also, check out my new book “Done For You Sales Scripts” with a full selection of sales scripts and templates so that you are confident in knowing exactly what to say to prospects and customers in all sorts of situations. Here’s the link: profitableprintrelationships.com/online-training-resources/done-for-you-sales-scripts
