I am often asked which is the best way to reach customers. It depends on whether these customers or current customers, researched leads or just prospects. First, there is no such thing as a “best” method or format. It takes a coordinated program chosen from the following options to get one's story across. It means using multiple types of presentations multiple times to do the job. In marketing jargon this is called a “marketing mix.”
Not only is it necessary to have several different formats to one’s Marketing Mix, it is necessary to see that they all show the same face. Only too often, as new formats for presenting one’s information, are developed they take on a look that is different from what was currently being used. This means that either the new presentation will confuse customers because it is different or the current forms need to be changed to agree or look like the new format.
Consistency or the lack of the same can have a great influence on whether or not a sale will be made or the time it takes to make a sale. Purchases are put off or not made because the impressions are not clear or questions are left unanswered.
Lastly, one needs to take into consideration that the further the distance between who is doing the selling and their customers, the more people one tries to reach, the more transfers of information the weaker the sales presentation or number of sales per exposure, and the greater the costs of getting the sale.
