Direct Mailing: Close the Loop

I think it is direct mail, it is one of the effective ways of reaching out to people but it is just one of the components. It is just one of the many things that you need to do to reach out and touch individuals. But unless you have a follow-up phone call or a special event or some way to make a face-to-face connection, it can kind of get lost in the noise. So it is important but it has to be part of an overall orchestrated plan that makes certain--I look at it in terms of closing the loop. You open the door, you send a direct-mail piece, you call and find out, did they get the mailing? Can we set up a time to talk? You have a meeting and then you continue to do that until you either have a new customer or you’ve sold the current customer more work.