Sometimes old school methods never die. With the popularity of account based sales or account based marketing, direct mail is making a huge comeback. At the beginning of the 2000’s, direct mail lost its appeal as email marketing and the digital age got more enhanced. With low response rates and high costs, the B2B sales world pretty much gave up on direct mail and moved on to technology that was cheaper and easier.
How many emails do you get a day of somebody trying to sell you something? It seems like the marketing automation/sales technology era has made it so easy to cold pitch somebody that pretty much prospects and everyday people are now trained to block out somebody trying to sell them something over email, phone, and on social. Salespeople are now pitching and begging over and over to grab their prospects attention leading to a few "qualified" meetings here and there and little to no closed business. As targeted as it may be or as personalized as it is, the truth of the matter is that nobody wants to be sold to or pitched in 2017.
I know there is a very tiresome debate going on about cold calling vs. social selling or inbound vs outbound. Saying that connecting with 5 people a day out of 300 dials is great and better than nothing. I am not going to go there in this particular article, as I stated before all systems work but if you are making 300 dials a day like its 1995 and not using social or inbounds methods, than you are going to need a reality check if you are in sales. I am here for the marathon not the sprint.