A.M. LetterLink

A Newsletter Published by A.M. Mailing Services, LLC

Vol. 2 No. 1

Use direct mail to boost telemarketing results

Supplementing direct mail with follow up telephone calls is a common tool for increasing response. The reverse approach is now being used very effectively by some telemarketing firms. They supplement telemarketing with direct mail to get a better response to phone offers.

Many companies use the mail as a means of getting more decision makers to talk to them on the phone. Through this kind of approach it's been found that the business to business contact rate (number of high level decision makers reached) increases dramatically.

Direct mail helps the telemarketer several ways.

• Eliminates the cold-call. It increases the confidence of the account executive to know they are following up on the letter versus making a pure cold call.
• Provides ammunition for getting past the gate keeper. It gives you a little bit of a hook to use with the secretary, to be able to say, " I'm following up on the information we sent." If the screener asks will he or she know what this is in reference to, the telemarketer can honestly say yes -- because a letter was sent prior to the phone call.
• Pre-sells the prospect. The introductory letter will provide more in depth information. This can be valuable in helping the telemarketer close the sale.

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