Let’s assume you were a district sales manager seeking a national sales manager’s job. Here is a range of direct mail actions to consider.
Most popular. Sent to CEOs. Takes good credentials in mainstream fields to work. Some response is from large firms, but this is better with small companies.
Much better. Sent to SVP sales by personal name, selected by industry, size and location. Can be very good with telephone follow-up.
Excellent. Sent to SVP sales to whom you have spoken. Or, sent to SVP sales, by name, where a third-party mailing goes out under someone’s letterhead.
Outstanding. Sent to SVP sales, by name, to whom you’ve been referred or met or spoken to.
Often the best. Doing continuous direct mail to your high prob- ability prospects. For example, if no interest results from a first mailing, contact a minimum of five other decision makers in mid-sized firms and up to 12 in large organizations or divisions—spaced out over eight weeks (with phone follow-up).
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