There just isn't much information available about business-to-business direct marketing - Bernie provides simple, easy to understand examples that we could immediately apply to our own company…" Paula, Wyncom

• show you why consumer marketing and business marketing are different so you can avoid the common mistakes when you implement direct marketing programs …
• teach you the common definitions used in business-to-business direct marketing so you can evaluate the best alternatives for your company …
• define the various categories of the business universe so you can target the appropriate audience and produce the results required …
• identify the elements of the business buying decision and help you create programs that will take you where you want to go …
• clarify how relationship marketing can be used to enhance the sales effort and create the least expensive, most effective sales effort you've ever experienced …
• define a six-step selling process and explain which step is often missed and why so you can improve your companies efforts in the future …
• demonstrate the elements in any direct marketing promotion and explain why so many campaigns start in the wrong place so you can achieve the highest results …

Business-to-business direct marketing is different than selling to consumers and very different from traditional advertising. Very little is taught about how to use direct marketing to sell to other businesses in colleges and universities and information taught at industry shows usually focuses on consumer activities. Read it today and you can understand and evaluate business direct marketing tomorrow.

TABLE OF CONTENTS

— Consumer versus Business Marketing
— Direct Marketing Defined
— The Universe
— The Objective
— The Buying Decision
— Relationship Marketing
— Six Step Selling Process
— Direct Marketing Promotion
— Business-to-Business Direct Marketing - Summarized