Companies that seek to increase the amount of business that they do in a given year might think that approaching individual customers is similar to engaging with other organizations. However, the approaches that businesses need to take when they promote products or services among similar groups are a far cry from what must be done to keep in touch with singular people.
That’s because the ways that businesses evaluate products and services is very different from the manner in which individuals gauge the value of purchases. People can often be swayed by emotional appeals or matters of style, since their purchases might be made for non-financial reasons. However, companies make very few choices in terms of buying things that aren’t motivated by at least cursory cost-benefit analyses or return on investment calculations.
As a result, materials used to reach out to these kinds of organizations need to take into account this utilitarian focus. Thankfully, printed materials and direct mail marketing techniques are well suited to an appeal to private companies that don’t have time for things like Facebook, Twitter and other social media tools that supposedly work so well for run-of-the-mill retailers. Here are some important reasons why.
One challenge inherent to working with large companies is that the decision maker who is appropriate to deal with isn’t always available at the outset of a sales pitch or commercial interaction. Unlike consumers who are the first and last layer between themselves and a purchase, organizations have receptionists, administrative assistants, managers, supervisors and executives who items pass among before reaching the right professional. Direct mail materials can be physically passed along until someone with the authority to make a purchase is reached.
Companies that need strict cost-benefit analyses before they make decisions about purchases require detailed records of commercial interactions. Printed materials can furnish the data for these records. After all, in large companies, accountability is very important, so a trail that can be traced back from one company to another is essential.
There is a good chance that any company that is by targeted other commercial organizations for business will probably have other suitors pursuing them. This means that the business capable of providing the pitches that are most easily at hand will be more appealing to decision makers. Use direct mail materials to always have a hand in this process.