How to Choose a Direct Mail Vendor That Works for You
When you sit down to choose a direct mail vendor, you have a lot of decisions to make and many options to consider. You want a well-known vendor that can provide everything that you need for a fair price. When looking for the right vendor, make sure you look for the following traits.
HOW TO CHOOSE A DIRECT MAIL VENDOR THAT WORKS FOR YOU
Any vendor that’s worth having is capable of providing you with postal documents easily and quickly whenever you need it. The inability of a vendor to work on your schedule and fulfill your needs is unacceptable for direct mail providers, and it would be a mistake if you chose to use that vendor. Mistakes like this are commonly made. Check out Robert Bly’s article on other common direct mail mistakes.
History in the Auto Industry
When searching for the right vendor, you want someone that knows what they’re doing. When considering vendors, find out which auto dealerships they’ve worked with in the past and how consistently they were used. Long-standing, consistent relationships are often signs of a healthy and productive business relationship. Ask how the direct mail vendor about the kind of results the dealership had as a result of working together. Compare this to the goals you’ve set for your dealership and ascertain whether you’d be a good fit.
Another way to find a direct mail vendor is to ask other dealerships which vendors they work with. No matter what you do, don’t get sold on a vendor that has not proven to you or any other dealer that they have what it takes. Talk with a prospective vendor about what makes a good direct mail campaign, if they don’t seem sure of themselves, they probably aren’t. Learn what to talk about and what to ask a vender about here.
For more tips and tricks from the best and brightest in the auto industry, download our ultimate recap of NADA 2014 here.