Data Minding

Share this article:

List services companies know each of their lists inside out and sideways. So how should service providers talk to a client about getting down to specifics and using their service?

Accentuate "less is more"

"It's not carpet-bombing, it's laser-guided bombing," says John Slaney, COO of New York-based Global Document Solutions, a supplier of integrated business
communications and document process services. "You're not dropping thousands of pieces of paper and hoping for a four percent response. You're sending out a select number of pieces with highly tailored information. It gets higher readership and response."

Propose solutions and track results

Chris Consorte, chief executive officer of Garden City, NY-based Integrated Direct and Integrated Interactive, started his business specializing in list services but found he had to diversify out of necessity. "In my experience," he says, "clients are looking for firms to come up with the solution. They don't want to waste time with guesswork. They want [you] to report on results and track that everything is done correctly."

Dare to be different

"I'll always present something, one thing, that takes them out of their comfort zone," says Consorte. "More often than not, about 70 percent of the time, the client will take it."

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

App of the Week: CardsApp

App of the Week: CardsApp

The app lets users select loyalty cards on their phone or smartwatch to display QR codes at check out time.

Rakuten Marketing Moves to a Unified Platform

Rakuten Marketing Moves to a Unified Platform

Omni experience consolidates all channel offerings into a single platform and dashboard to provide better management of the customer funnel.

Hawk Search Widens its Global Reach

Hawk Search Widens its Global Reach

Hawk Search's solution offers support for more than twice as many languages as other site search providers, according to the company.