B-to-B Cataloging: Four Ways to Coordinate Marketing and Outbound Sales
Sales managers set time limits for reactivation calls. Typically, a one-hour block each week and a realistic “close target,” meaning number of sales, not dollars. Beyond regular commissions, those who exceed the target receive an award, such as a pair of movie tickets or a gift card. The staff enjoys the change of pace, but doesn’t feel like the effort encroaches on its commissions. Eventually, it’ll appreciate the monetary value of reactivated customers, but that benefit takes time to become apparent.
- People:
- George Hague
- XYZ
- Places:
- Mission, Kan.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
