Question
Topic: Other
Bad Luck With Direct Mail Responses
The sales team I work with targets our company's current customers. This is a cross-sale team, with a purpose of educating our customers on all the product groups our company offers. We have been sending out a letter w/a brochure and a reply fax form to current customers as an introductory piece. The purpose was to educate the customer on what we do and act as a pre-curser to a sales call - the intent was to warm up the call. Also, we had hoped they'd fax the form back telling us what they're interested in (has a list of product options) On the call, the sales staff tries to get a face-to-face appt. booked with the customer, and then eventually sell them additional products. We have had little to no success from this mailer - people don't even read it or mention they've seen it and only 3 have faxed the form to us. What are we doing wrong? Can anyone recommend a better way to book these appointments?
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