LIST VIEW 10 Sales and Marketing Survival Tips to Help you Thr

It's almost two years into the millennium and what are we seeing? All of the celebrating has given way to tentative and conservative marketing execution!

Current lackluster conditions and uncertain times have given savvy direct marketers cause to re-evaluate their missions. In the spirit of turning lemons into lemonade, agile marketers, now more than ever, must concentrate on focused, profitable initiatives. Here are 10 ways to better reach your customers and enjoy a healthy return on investment, despite today's weak market conditions:

1. Use all direct marketing tools at your disposal.

Whether you market through direct mail, telesales or e-mail, direct marketing is the most cost effective, trackable and measurable marketing method available.

2. Integrate all your marketing media.

Leverage your direct mail with outbound telesales calls and e-mail messages. Reinforce one or two key value statements across all communications. It will increase response and sell-through.

3. Test, test, test.

Direct marketing enables you to cost effectively test copy, format, offer, lists and other factors. Once you find the winning combination you'll be able to roll out a profitable promotion.

4. Stay visible in the market.

Failure to communicate to your customers only exposes your best customers to competitive offers. It also gives your sales reps an excuse for poor performance.

5. Make an offer your customers can't refuse.

Answer your customer's most important question, "What's in it for me?" Whether it be gifts, free trials, demonstrations, recommendations, discounts, rebates or other special payment terms—go the extra step that will move customers to take action on your product or service.

6. Run the numbers.

Know your allowable cost per order or sale. Spending too much at the front end of a campaign will make it impossible to enjoy profitable results. Make sure the numbers add up before you launch your campaign.