Reality − They are not the same. Big business direct marketers have a completely different set of marketplace fundamentals at work on how they approach direct mail marketing that have no relationship to small business marketing at all.
First, big businesses have established brand names. American Express, Capital One etc. No one knows a small businesses name.
Second, big businesses have millions of potential customers. Small businesses may have 5,000 to 10,000 maximum. The size of your potential customer base is a crucial difference because big business counts on the law of averages in making direct marketing successful for them and it works because of their large customer base. Small businesses cannot rely on the law of averages because their customer base is too small.
Third, big businesses have large marketing budgets and small businesses do not. This allows big business to take advantage of the law of averages and stay in the game long enough to achieve a return on its investment. Small businesses will mail 5,000 people and then be unable to repeat the mailing again when they get no response.
Myth 2 − You can get 10 qualified sales leads in a week
Reality − There is no instant coffee in B2B sales lead generation. Not only will you be disappointed but poorer for wanting to believe someone who says they can achieve such a goal.
Myth 3 − Just send out 5,000 (letters, post cards, mailers etc.), and you can expect a .5% to 2.0% response rate on your mailing.
Reality − There is no project able response rate for mailing quantities of less than hundreds of thousands to millions of mailing pieces. Again, not only will it not happen but you will be disappointed and out substantial amounts of money for trusting someone who says they achieve such a response rate. Ask them to guarantee it and give you your money back. They won’t do it.
Myth 4 − B2B Direct mail creates buyers.
Reality − Buyers are not created they exist. Direct mail is a monologue and can only build initial interest with a potential buyer. In the beginning the needs of your buyer must come first specifically understanding what problem you can help them solve. This allows you to begin to solidify rapport building to create a true relationship that ultimately leads to a sale.
Myth 5 − B2B direct Mail lead generation can lead to immediate sales and instant gratification.
Reality − B2B direct mail lead generation will usually not produce instant results. Lead generation isn’t about instant gratification, but rather requires a sustained effort over time to succeed, often a relatively long period of time. The key like big business is to be able to stay in the game long enough to succeed.
