Direct Marketing Vs Direct Sales – How to Leverage Your Selling Power

Direct Marketing – is simply marketing that goes straight to the consumer. This can be done through direct mail, flyer distribution, email etc. as these are all forms of direct marketing. However this method should not be confused with direct sales.

Direct marketing delivers your message right to the consumer directly unlike other forms of brand advertising like radio and television etc.

Direct sales on the other hand delivers the message to your consumer also but through personal interaction. While this can be a very confusing concept to understand a rule of thumb for separating the two is when there is actual personal human interaction between you and the customer then it is direct sales not direct marketing.

Conversely many companies hire a sales force to deliver their marketing message to the marketplace via telemarketing and knocking on doors. In that case its direct marketing for the company and its executives but its direct sales for those talking to the customers.

This confusion of direct marketing vs direct sales causes two major problems. If you are the sales person your trying to make sales with no marketing and if your the owner of the business your sales reps are going to have a harder time making sales simply because you are not following the proper process.

Direct Marketing Drives Direct Sales

Picture yourself driving a manual stick shift car with 6 gears. It would be quite difficult to start a car in 3rd gear and if even if you did it would drive improperly the whole way because the original process was incorrect.

Compare this example: you send out a postcard or a flyer with your offer on it that’s first gear. Your customer responds and you collect their information that’s second gear. You or your sales reps call them back to schedule an appointment that’s third gear. They see or hear the presentation that’s fourth gear. They buy that’s fifth gear. Getting the referrals is 6th gear.

In essence direct marketing should handle at least the first 2 or 3 steps in your marketing process. The direct sales process should pick up where your direct marketing left off. What marketing medium you use is not only up to you but it’s dependent upon what audience you are trying to reach different consumer markets will receive information through different mediums.