The ultimate objective of a direct marketing process is to get someone to buy something. Sales is always the moment of truth, immaterial of whether a great deal of relationship building is required prior to the sales or post sales.

A single sale can be accidental or due to good fortune.  Continuous Sales Success can only be achieved with a properly design system that generates perpetual sales activities...contacts, presentations, objection/inquiry handling, sales closure, and post sales of fulfilment services.

And how wonderful it will be if sales can primarily be achieved through a  single media in one step...e.g. by sending a piece of direct mail or email and obtaining a direct response....or sending to a sales person who is able to secure a sales on the first contact.

Usually it is far more complex, often involving the use of an integrated media mix... broad media advertising, direct/email, telemarketing, websites, face to face sales to effect a sale.

The Sales Category will cover sales through any kind of media. As the article "Sales...media neutral?" argues, the general selling techniques are generic and applies across all media. 

More discussions about sales may also be found on our blog at http://sales-asia.blogspot.com.  

Related Categories include Customer Management and Personal Effectiveness

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