Direct Marketing

Direct marketing is a form of personal selling that

creates and establishes an intimate relationship
between a seller and an individual consumer.
 Direct marketing uses a set of direct-
response media, including direct mail,
telemarketing, interactive TV, print, the
Internet, and other media. These media
are the tools by which direct marketers
implement the communications process.
 Direct Marketing Options

Sales presentations, tours and meetings

Seminars, workshops or training programs
Door-to-door distribution
Telemarketing
Direct sales letters
Trade shows
 Advantages of Direct Marketing
More personalization, direct, personal contact to
establish a one-on-one relationship
Faster ability to respond to consumer inquiries,
questions and concerns
Allows for two-way personal communication to occur
Greater personalization develops staff and consumer
relationships
Better understanding of individual consumer needs
and reactions
Ability to use this form of communication as
reinforcement to other forms of communication or as a
stand-alone activity
 Direct Sales Process

Strategic Sales Cycle

8 steps process
Skills are developed not innate
Practice
Teach others
Strategic Sales Cycle First 3 Steps

Prospecting

Planning

Preparing
 Sample Prospecting Tools

Feasibility Study
Guest History Report (database of past guests)
Business section of local newspaper
Sales Blitz Reports
Past Sales Call Reports and files
Referrals from existing customers
Business Journals
A trade show attendee list or people dropping off
business cards for an agency's raffle.
Strategic Sales Cycle Last 5 Steps

Rapport
Development Probe

Close Support

Summarize