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Boldig went on to say that unlike large bulk mail projects where customers frequently dictate pricing, "targeted mailings offer better margins and better relationships with customers, and the scope of the projects is something independent distributors can easily get their hands around."
Distributors oriented to purchase order-type selling will need to learn the nuances of solution selling. "Targeted direct mail still takes a lot of time, involves test runs and requires calling on marketing people rather than purchasing agents," explained Boldig.
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