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"If distributors do not provide direct mail to their clients, competitors will," Wissmann said. "This product has many uses, such as supporting customer relationship management programs, introducing new products or services, soliciting new customers or cross-selling products to customers."
Lumpkin agreed, explaining that direct mail is a product that enables distributors to become more actively involved in a customer's business. "Because there are more components to this product, more communication is required," he said. "Increased communication leads to a better understanding of a customer's needs, which leads to more business, and so on."
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