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Effective Direct Marketing Strategies: Channels and Sales Force Management

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This chapter explores the essential direct marketing channels companies can leverage to reach customers directly without intermediaries. It discusses various methods such as catalogues, direct mail, telemarketing, and digital platforms like websites and email marketing. The chapter also provides guidance on constructing a direct mail campaign, designing a sales force, and enhancing sales skills. Key components include defining objectives, selecting target prospects, and developing compelling offers. It emphasizes the importance of communication, customization, and effective selling techniques for successful marketing outcomes.

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Effective Direct Marketing Strategies: Channels and Sales Force Management

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Presentation Transcript

  1. Chapter Questions • What direct channels can companies use? • How should companies do direct marketing? • When is a sales force useful? • How do companies manage a sales forces? • How can salespeople improve selling, negotiating, and relationship marketing skills?

  2. Direct Marketing Channels used to reach and deliver goods and services to customers without using market middlemen.

  3. Direct Marketing Channels Catalogues Direct mail Telemarketing Web sites Email marketing Mobile devices Interactive TV

  4. Constructing a Direct-Mail Campaign Establish objectives Select target prospects Develop offer elements Test elements Execute Measure success

  5. RFM Formula for Selecting Prospects Recency Frequency Monetary value

  6. Types of Telemarketing • Telesales • Telecoverage • Teleprospecting • Customer service and technical support

  7. Designing a Web Site • Context • Content • Community • Customization • Communication • Connection • Commerce

  8. iTunes Affiliate Program

  9. Sales Tasks • Prospecting • Targeting • Communicating • Selling • Servicing • Information gathering • Allocating

  10. Designing a Sales Force Sales force objectives Sales force strategy Sales force structure Sales force size Compensation

  11. Steps in Effective Selling Prospecting/Qualifying Preapproach Approach Presentation Overcoming objections Closing Follow-up

  12. Activity Target Markets and Prospects • Direct market consists of five elements - product, offer, medium, distribution method, and creative strategy. • On a scale of 1 to 5 (1 being does not work, 5 being works very well) rank these pieces on these five elements. What is the group’s consensus as to which offers would works the best and why?

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