In order to stay customer-focused and exchange quantity for quality in direct marketing, it is important to base your first contact with the customer on the following principles:
1. Study the business environment of the customer. What industry are they in, what are the trends and challenges in the industry?
2. Study the working environment of the customer. What department are they in, what is their function in the company?
3. On the basis of data derived in this way, generate a hypothesis on what challenges this particular customer group might face. If you are selling online marketing services to local restaurants’ directors think in terms of difficulty in attracting new customers, local nature of the business and growing competition.
4. Generate a solution for this problem based on YOUR product. For example, a good website and professional social media activity help to be closer to the customers and build a relationship with them. They also help to optimize the offered services through soliciting customers’ feedback on their needs and desires. What is more, they create a certain level of managed publicity in order to attract new customers.
5. Describe how YOUR product/service has helped customers with similar needs or problems in the past. E.g. restaurant XYZ has increased its customer base by… percent and overrode competition by offering better services with an interactive and appealing website.
6. Now you probably have established common grounds with your customer and your first contact in direct marketing will be more successful.