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RAB Research Archive

Mail sorting can teach us how to present



I bet you go through your junk mail the same way I do. I throw some in the recycle bin with hardly a thought. I put some non-urgent mail aside and will eventually get to it or end up recycling it. The third category is compelling and I handle that mail on the spot.

Targeting is what makes this direct mail so compelling. For example, if I am looking for a new car and a direct mail piece arrives that is informative about a model I am considering, I read it. Every word. I’m engaged.

Applying mail sorting habits to making presentations, we need to be highly targeted with our story to create a compelling reason for clients to be engaged and favorably respond to our recommendations. Do an in-depth CNA, do your homework researching the business and decision-maker, and customize your presentations. You will sell more.

Source: John Potter, RAB





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