Direct From the Consumer: Patience Is a Profit Center
In the business of direct marketing, we are always in a hurry. We hustle our mailers out the door to be the first to arrive. We perk up our offers with incentives to prompt speedy response and we promise immediate delivery. We maintain 800 numbers and online ordering as a convenience and to accelerate sales. The clock is running on everything we do.
Our need for speed is most noticeable during the holiday season, a time of inflexible deadlines and less-forgiving customers. We drop our catalogs in October to get a jump on the season. We step up our telemarketing to get the ear of consumers before our competitors. We push orders out the door to make sure our customers have everything they need well before they need it.
It is said that good things come to those who wait, but in direct marketing we see no virtue in patience. We believe the early bird gets the worm. So we try to make early purchasing worth it with cheaper prices and superior offers to consumers who are willing to
