The Harvard Business Review featured some results from a McKinsey & Company study that found that the “most destructive” failures of business-to-business sales reps are too much contact with customers (35%). Customers want to be contacted, not bombarded. The upside of getting things right is significant: A primary supplier perceived as having a high-performing sales force can boost its share of a customer’s business by 8 to 15 percentage points.
The methods of “bombardment” are in person, by phone or via email. Postal mail is not listed. Use direct mail to stay in touch with business customers without making them feel inundated.