Direct Mail And The Purchasing Funnel

How can your direct mail program influence purchases at all levels in and around your business?

Direct mail has one goal to inspire a purchase no matter if it is a microwave or a robotic spray booth. Seems this days many marketers behave as thought the buying process is limited only to a customer’s initial recite of a marketing piece and their ultimate decision to buy. Yet there are still steps in the process that marketers should follow better than they do now.

Step 1: Recognition. New or old businesses should send a message repeatedly to earn that recognition. It still takes 27 messages based on people see 1 out of 3 messages and need 9 hits to make a purchase.

Step 2: Consideration. Some purchases decisions can thank years, others are instant. In all products and services there is a sales cycle and each customer has a cycle of their own. You job is to mix the two together.

Step 3: Purchase Intent. Mail can help you gage consumers’ intentions to buy. You can give them options to start a dialogue phone, return card, online. You initiate the conversation and go from there.

Step 4: Closing the deal. As prospects respond you start to answer their questions and draw them closer to the sale.

Stage 5: Retention. A pleasant interaction with a brand or product helps people to remember it. If they are happy with you and your service/product they will buy again.

Larson Notes & Satire: The faster you can move people down the sales funnel the fast they will buy. The more opportunities you give them to buy again, the more ways you let them talk to you, the more channels that you put in front of them the more they will remember that you are there to buy from.

Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
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