In B2B direct mail, don’t ask for the order.

Business-to-business direct mail is different from business-to-consumer direct mail in one vital way: sales cycles are longer.

A senior vice-president of information technology doesn't buy a $1.5-million network upgrade by dropping a business reply coupon and cheque in the mail. In B2B selling, the first step in the sales cycle is usually a request for more information. Followed by a sales meeting. Then a demonstration. Then a trial. Then a contract.

That's why your direct mail package should aim to move your prospect to the next step in the sales cycle, rather than ask for the order. Start your planning by learning how the sales representative closes the deal. Work backwards to the initial contact or event that generates the sales lead. Then write your direct mail piece in such a way that you sell the next step rather than try to close the sale.

Don’t get into specifics about the features of your product or service, or your price, at this point. Instead, discuss benefits and arouse curiosity. What you are aiming to do in B2B lead generation is to get prospects to raise their hands to let you know that they want to know more.