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Chip Grayson, president, Systems Business Forms, Savannah, Ga., said that his company wasn't handling any direct mail business four years ago, but when he looked on the horizon, he knew the company had to diversify. That meant offering direct mail.
Four years on, Grayson said direct mail products now account for a quarter of the company's business. But he also said he was fortunate to start off with a large, national account, which helped him learn the ropes and turn enough profit to survive direct mail's steep learning curve. Otherwise, he said, Systems Business Forms might not have had the profitabilty to sustain the move into that market.
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