Mail-call-mail: The Right Way to Use Both Marketing Tools

Forget the bulk mail program. Too expensive and typically yields inadequate results. Same with inserted fliers, coupon book, handouts, door tags, it's all old school. Enough, you are wasting your money. The times have changed, marketing requires a different approach.

In today's market, it's more about creating a relationship and building trust; the customer experience, it's called. It is not just price.

So here is a better path to take.

Try mailing out your circular, flier, coupon, but followed up with a telephone call. Now you have a reason to talk.

"I mailed you a letter. I wonder if you had a chance to consider what we are saying."

"Oh you did not see it, I will mail again. What is the best way to contact you? I can email it to you right now."

Then re-mail or email and call him as agreed. Best if you establish a 'what by when' as then you are more deeply involved. You have already created the beginnings of a relationship over the mailing, take it to conclusion.

Alternatively, or additionally, after speaking, bounce back with another mailer, email or other communication piece, thanking him, giving him more information, or somehow furthering the relationship. The sale will come as the relationship is deepened.

Mailing before the call sets it up; mailing after the call continues the development of the relationship. Combined, the mail-call-mail equation works.

Do not spend money on blind mailings unless you are prepared to back it up with calls. Do not mail more than you can call back within a week or you will lose the value of the mailer.

Mail, call, mail, call, mail, and call...until the sale is made. Repeat the equation until the prospect becomes a customer.

This works and is a valuable strategy.