We have put together six common mistakes that we have seen cross media sellers make.
The keyword here is “common” – everybody does it. So if any of the below points apply to you, don’t sweat it, it just means you are normal. And the best part is that they are simple to correct or avoid.
Here they are:
Selling on response rate increase: Many service providers promise increased response rates while making a cross media sales pitch. While cross media tools will definitely help a campaign succeed, a campaign’s response rate depends on various factors like the message, list quality, industry type, etc. A cross media service provider has no control of these factors. As generous as your heart is, you don’t want to take-on the blame if the marketer screws up, do you?
Overlooking campaign objectives: Many resellers are used to the old way of doing business. They tend to focus on selling a feature or product, and ignore the bigger picture – that is, they don’t view the marketing campaign as a whole. (You need to “begin at the end,” remember?) The only way to design a successful campaign is to understand what the objectives are, and channel all activities towards those objectives.
Setting goals that are impossible to reach: Oversell, overpromise. We all have done that. It is especially tempting to do that while trying to sell a new set of services. One way to avoid this is to think of yourself as a partner to your customers, rather than a vendor and tune yourself to your customers’ goals and difficulties. This way, you will be able to sell a realistic solution instead of just unloading a bunch of services and products onto the customer.
Focusing on costs, and not possible results: Let the effectiveness of a campaign be your selling point, not the price. As we’ve said before, a campaign’s expected results determine how it is designed. A cross media campaign involved intangible products and services, and variable costs that vary depending on the complexity of the campaign. By offering discounts, or setting price limits, you are limiting the campaign’s possibilities. A failed campaign rarely results in repeat business for a service provider.
Positioning PURLs as a gimmick, rather than a solution: PURLs are more than just links that you insert into an email or a direct mail piece. They help marketers build effective campaigns. They make it easier for recipients to respond. They bridge the gap between print and the Web. They help make a campaign interactive. Sell PURLs on these deliverables, rather than as a stand-alone feature.
Failing to ask the right questions: Asking the right questions will automatically help sellers better understand the marketers’ objectives and challenges. The more questions you ask, the higher your success rate. Of course, the quality of questions matters too. Read last week’s post on “Questions To Ask Your Customer,” to know more.
Let us know if you have any to add to the list.
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