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There is a significant and growing body of evidence showing that cross media marketing campaigns coupled with InteliMailers™ can be much more effective than single channel marketing campaigns.

From a selling standpoint, however, I contend that it's important not to be perceived as a direct mail or cross media advocate too early in conversations with a prospective clients. If you position yourself as channel agnostic and as someone who will base your recommendations solely on what will work best for the client, you will be more credible when you do recommend the proper marketing tools.

A recent conversation with a distributor we work with started me thinking about the sales process involved with the InteliMailer™ and cross media marketing. He says to me, "I'm hyped up on selling the InteliMailer™ and cross media marketing. I invested time in getting a good understanding of it, but when I introduce it to my clients, I get the cold shoulder. No one seems to want to learn about how it could help them".

How many times have you visited a client and said, let me show you the best new product I have ever seen? The client looks it over and 9 times out of 10, the very next words out of his mouth are "This is interesting, how much does it cost?" When that happens, you have already lost the battle. The fatal flaw was that you prescribed the solution before you determined what or even if there was a problem!

This reminds me of a visit I made to the car dealership where I purchased my car. I was having a little problem with it. The mechanic in the shop has boxes and walls full of tools available to him. Should I care which one he chooses to fix my car? Probably not. I know he is trained to first diagnose my problem before he selects which tools to use. As long as he understands my car's problem and then chooses the right tools to fix it, I don't care which ones he uses.

Why should sales of cross media marketing be any different? As long as you understand the client's problem and use the proper tools needed to solve it, why would the client care which tools you use?

So let's start at the beginning of the sale. Use your solutions selling skills to probe and listen until you thoroughly understand the problem as well as the cost of the problem to your client.

Then and only then are you in a position to offer a solution.


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