Archive for category: Podcasts

Freedom Isn’t 50/50—It’s What You Design It To Be

What does real balance actually look like for an entrepreneur—and is it even possible to achieve?

In a recent episode of Cut The Tie, Thomas Helfrich sits down with Wilson Zehr—professor, entrepreneur, and CEO of Zairmail—to explore a powerful idea: freedom and balance aren’t fixed formulas. They’re intentionally designed.

With more than 20 years of experience transforming the direct mail industry, Wilson shares how persistence, innovation, and mindset have shaped both his business and his life.

Jack Nicholas had a famous quote, “ the more I practice, the luckier I get”. There is, of course, just pure luck. We can’t plan on that – hope is not a strategy. However, we can get really good at the skills required to make us successful. That is often aligned in many ways with the idea of “luck”

Rethinking Work-Life Balance

One of the biggest misconceptions in entrepreneurship is the idea of a perfect 50/50 balance between work and life.

Wilson challenges this directly.

Balance, he explains, isn’t about evenly splitting your time—it’s about designing a life and business that work together. Some seasons demand more focus on growth, while others allow space for rest or personal priorities. The key is intentionality.

Entrepreneurs who thrive aren’t chasing balance—they’re building it.

Breaking Free from Corporate Constraints

Before building Zairmail, Wilson experienced the rigidity of traditional corporate structures—long hours, fixed schedules, and limited flexibility.

Walking away from that environment wasn’t just a career move—it was a mindset shift.

By leaving behind the “8-to-7” routine, he created space to build a business aligned with his values, priorities, and vision of freedom. It’s a reminder that success isn’t defined by structure—it’s defined by what works for you.

Reinventing Direct Mail in a Digital World

Direct mail might seem like a legacy channel, but Wilson saw something different: opportunity.

Through Zairmail, he helped pioneer hybrid mail—combining the reliability of physical mail with the efficiency of digital technology. This innovation gave new life to an industry many had overlooked.

The lesson? No industry is ever truly “outdated.” With the right perspective, even the most traditional systems can evolve and thrive in a digital-first world.

The Habits That Create Luck

Luck is often seen as something random—but Wilson reframes it as something built over time.

Consistent daily actions—showing up, networking, executing ideas—create momentum. And that momentum leads to opportunities.

In other words, luck isn’t found. It’s created through discipline and persistence.

AI, Creativity, and the Future of Print

As technology continues to evolve, AI is becoming a powerful tool across industries—including print and direct mail.

Wilson embraces AI for its efficiency and scalability, but he emphasizes an important point: tools don’t replace creativity.

Innovation still comes from experimentation, trial and error, and human insight. The future belongs to those who can combine technology with creative thinking.

Key Takeaways

Balance isn’t 50/50
It’s something you intentionally design based on your goals and lifestyle.
Freedom comes from choice
Stepping away from rigid systems allows you to build on your own terms.
Innovation can happen anywhere
Even traditional industries like direct mail can be reinvented.
Luck is built daily
Consistency and action create opportunity over time.

Listen to the Full Episode

Want to dive deeper into Wilson’s insights on entrepreneurship, balance, and innovation?

👉 Listen to the full episode here:
https://podcasts.apple.com/us/podcast/freedom-isnt-50-50-its-what-you-design-it-to-be-wilson/id1702007147?i=1000729428648

👉 Book on Calendly

April 3, 2026 / Direct Mail Tips, Direct Mail Tools, Podcasts

Mindset, Mentorship, and Business Growth

In this episode of Next Level Minds, entrepreneur, marketing strategist, and professor Wilson Zehr, founder of Zairmail, shares insights on what it truly takes to grow, both in business and in life.

From his early days in the tech industry to building and scaling Zairmail, Wilson’s journey reflects adaptability, resilience, and intentional growth.

From Tech to Building Zairmail

Wilson’s career didn’t follow a straight line, which is exactly what makes his story so relevant. Beginning in the fast-paced world of tech, he developed the ability to navigate change, embrace uncertainty, and recognize opportunities where others saw challenges.

That mindset became the foundation for launching Zairmail, a platform focused on helping businesses create meaningful, results-driven marketing connections. His journey reinforces a key truth: success isn’t about having a perfect plan, it’s about being willing to evolve.

Leadership That Drives Results

A central theme in Wilson’s approach is leadership.

Strong leadership, in his view, goes beyond strategy. It centers on people. Building trust, empowering teams, and fostering meaningful connections are essential to long-term growth and success.

His perspective highlights that leadership is less about control and more about influence.

The Power of Networks

Wilson emphasizes the importance of building and maintaining strong networks.

Success rarely happens in isolation. Relationships with mentors, peers, and clients create opportunities, provide guidance, and support continued growth.

This philosophy is reflected in the way Zairmail enables businesses to connect more effectively and personally with their audiences.

Mindset: The Ultimate Differentiator

Beyond strategy, mindset plays a critical role in long-term success.

The ability to stay adaptable, remain optimistic through challenges, and push beyond comfort zones separates those who remain stagnant from those who grow.

Wilson’s perspective reinforces that real growth starts internally before it becomes visible externally.

Mentorship and Lifelong Learning

Mentorship and continuous learning are key pillars of Wilson’s philosophy.

No matter the level of experience, there is always more to learn. Gaining insights from others and staying open to new ideas can help avoid costly mistakes and accelerate progress.

For high achievers, learning is not optional, it is essential.

Actionable Takeaways

Key lessons from Wilson’s journey include:

Stay adaptable in a constantly changing marketplace
Invest in relationships and build strong networks
Prioritize mindset alongside strategy
Seek mentorship and commit to continuous learning
Lead with intention and focus on people

Final Thoughts

Wilson Zehr’s journey from the tech industry to founding Zairmail offers a clear example of intentional growth.

Success is not only defined by what is built, but by the mindset, leadership, and willingness to evolve along the way.

Get in Touch with Wilson!

LinkedIn: https://www.linkedin.com/in/wilsonzehr/

Website: https://www.zairmail.com/

Book a call: https://calendly.com/cendix

Email: wilson@zairmail.com

Apple Podcasts: https://podcasts.apple.com/us/podcast/wilson-zehr-mindset-mentorship-and-business-growth/id1471727578?i=1000721477221

👉 Book on Calendly

Wilson Zehr is a Direct Mail Industry Expert, Direct Marketing Specialist, and CEO of Cendix (www.cendix.com), the leading provider of web-to-print solutions. He is also the founder of Zairmail (www.zairmail.com), responsible for many industry firsts in direct mail.

March 29, 2026 / Direct Mail Tips, Direct Mail Tools, Podcasts

Direct Mail in the Digital Era

Join our host, Lee Murray in the latest episode of the CEO series as he sits down with Wilson Zehr, CEO of Zairmail.com. They explore the effectiveness of direct mail for business growth and highlight its role in targeted marketing strategies through personalized messaging and audience segmentation. Despite challenges such as rising postage rates, Wilson underscores the enduring relevance of direct mail and its potential for continued evolution in marketing practices.

(00:00:00) Intro
(00:01:03) Introduction of Wilson Zehr
(00:02:15) Overview of Airmail and its services.
(00:04:01) Zairmail’s parent company and technology.
(00:06:04) The relevance of direct mail over the past 20 years.
(00:07:11) The unique advantages of direct mail.
(00:09:26) Types of companies gravitating towards direct mail.
(00:20:23) Importance of audience targeting and messaging in direct mail.
(00:22:44) Context and impact of direct mail on homeowners.
(00:23:45) Demographic relevance.
(00:25:37) Role of direct mail.
(00:26:19) Mix of marketing channels.
(00:29:30) Use of video in direct mail outreach.
(00:31:55) Segmented messaging for bond measure.
(00:41:21) Innovation and future of direct mail.
(00:46:23) The speedy app experience.
(00:47:39) The effectiveness of direct mail.
(00:48:49) Atypical ways to grow.
(00:49:24) Closing remarks and contact information.

Get in Touch with Lee!

Website: https://www.harvardmurray.com/exploring-growth-podcast
Connect on LinkedIn: Lee – https://www.linkedin.com/in/leehmurray

Get in Touch with Wilson!

LinkedIn: https://www.linkedin.com/in/wilsonzehr/
Website: https://www.zairmail.com/
Book a call: https://calendly.com/cendix
Email: wilson@zairmail.com

Apple Podcasts: https://podcasts.apple.com/us/podcast/direct-mail-in-the-digital-era-with-wilson-zehr/id1618287367?i=1000661070912

Youtube: https://www.youtube.com/watch?v=DQPaJdiYLaI

March 18, 2026 / Direct Mail Postcard, Direct Mail Tips, Direct Mail Tools, Mailing Lists, Podcasts

Direct Mail Is Thriving: Why This “Old School” Channel Still Delivers Massive ROI

Many marketers assume direct mail is outdated—a relic from a bygone era of marketing. But here’s the reality: direct mail continues to deliver $12 for every $1 spent, reaches every household in America six days a week, and produces engagement rates that digital marketers can only dream about.

In the latest episode of Marketing Misfits, hosts Norm Farrar and Kevin King sit down with Dr. Wilson Zehr, founder of Zairmail, to discuss why direct mail still works, how it integrates with digital marketing, and how automation is bringing this “old school” channel into the AI era.

Why Direct Mail Still Works

Unlike emails or social ads that get lost in a crowded digital landscape, direct mail lands in the hands of your audience. It’s tangible, memorable, and commands attention. According to Dr. Zehr, this tactile experience can drive engagement and conversions that many digital-only strategies struggle to match.

But direct mail isn’t just about nostalgia—it’s about strategy. When combined with digital channels, it becomes a powerful tool that amplifies your marketing efforts. For example:

A personalized mailer can drive traffic to your e-commerce store.
Follow-up emails or SMS messages can convert interest into sales.
Multi-channel campaigns create a cohesive customer journey that boosts ROI.

Automation and AI Are Modernizing Direct Mail

Direct mail used to be seen as slow and labor-intensive—but that’s no longer the case. Modern tools and AI-driven automation allow marketers to:

Personalize campaigns at scale
Predict which messages resonate with different audiences
Trigger mailings based on behavior, timing, or lifecycle stage

This combination of traditional mail and modern technology makes direct mail a fast, measurable, and highly effective marketing channel.

Who Should Pay Attention

Direct mail isn’t just for local businesses or big brands. It’s a high-impact channel for:

E-commerce businesses looking to stand out in crowded inboxes
Online sellers who want to engage customers tangibly
Marketers building email or SMS lists who want better conversion
ROI-focused brands that need predictable results

Conclusion

Direct mail is far from obsolete—it’s a strategic asset that can complement digital marketing, enhance engagement, and produce measurable ROI. As Dr. Zehr highlights, combining direct mail with automation and AI can transform this “old school” channel into a modern marketing powerhouse.

Listen to the full episode of Marketing Misfits to hear more insights from Dr. Wilson Zehr and learn how direct mail can fit into your marketing strategy:

https://open.spotify.com/episode/6Tf4FE06zz20xKSOnBZAl

Want to see how direct mail can elevate your campaigns? Contact Zairmail at customercare@zairmail.com and start turning your marketing into measurable results today.

👉 Book on Calendly

Wilson Zehr is a Direct Mail Industry Expert, Direct Marketing Specialist, and CEO of Cendix (www.cendix.com), the leading provider of web-to-print solutions. He is also the founder of Zairmail (www.zairmail.com), responsible for many industry firsts in direct mail.

March 3, 2026 / Direct Mail Postcard, Direct Mail Tips, Direct Mail Tools, Mailing Lists, Podcasts

The Surprising Comeback of Direct Mail & How AI Makes It Better

In a world dominated by digital marketing, postal direct mail might seem like a relic of the past. But according to Wilson Zehr, Founder of Cendix (Zairmail) and experienced tech entrepreneur, physical mail is making a strong comeback—and it’s proving that tangible connections still matter.

Wilson has launched six tech startups and raised $60 million in venture capital, giving him a unique perspective on customer engagement and the role of innovation in marketing. Through his work with Zairmail, he’s showing that the right combination of digital tools and physical mail can elevate marketing campaigns to a level that purely digital channels often cannot match.

Why Direct Mail Still Works

Direct mail cuts through the noise. In an era where inboxes are flooded with emails, notifications, and digital ads, receiving a well-crafted physical mail piece grabs attention in a way that pixels can’t. The tactile experience of holding a letter or postcard creates an emotional connection that fosters trust and engagement.

Combining Digital Automation with Physical Mail

One of the keys to modern direct mail success is integration with digital automation. By leveraging technology, businesses can streamline the process of sending targeted physical mail, making campaigns faster, easier, and more cost-effective. This approach allows marketers to focus on strategy and creativity rather than logistics, while still reaching prospects with a personal touch.

The Role of AI in Direct Mail Marketing

Artificial Intelligence is transforming how we plan and execute campaigns. From improving targeting and personalization to predicting which messages will resonate most, AI helps marketers maximize ROI and minimize wasted effort. Yet, as Wilson notes, AI can’t fully replicate human creativity or the emotional impact that storytelling brings. A personalized, thoughtful message crafted by a human still has the power to delight, surprise, and engage in ways algorithms alone cannot.

Lessons from Six Startups

Wilson’s experience launching multiple startups has also shaped his approach to marketing. He emphasizes that past actions and insights can inform better decisions today—whether it’s choosing the right audience, timing campaigns, or innovating in your messaging. Direct mail, paired with thoughtful strategy and technology, can be a vital tool in both startup growth and established business success.

Turning Mail into Marketing Success

Postal direct mail isn’t just surviving—it’s thriving in today’s marketing landscape. By blending digital automation, AI, and human creativity, businesses can cut through digital clutter, build meaningful connections, and drive results.

Ready to see how Zairmail can transform your marketing campaigns? Start sending smarter direct mail today and bring your message into the hands of the people who matter most.

Apple Podcasts:
https://podcasts.apple.com/us/podcast/the-surprising-comeback-of-direct-mail-how-ai-makes/id1502649184?i=1000684307874

The Jeff Bullas Show
https://thejeffbullasshow.libsyn.com/the-surprising-comeback-of-direct-mail-how-ai-makes-it-better

February 25, 2026 / Direct Mail Tips, Direct Mail Tools, Interesting Mailings, Mailing Lists, Podcasts

Physical Mail in a Digital First World

“As marketers, we can be most effective not by thinking just in terms of digital or analog, but in terms of the customer and what they need from us to move forward.”

In a world where inboxes overflow and screens dominate attention, it’s tempting to assume that physical mail is a relic of the past. But what if that assumption is costing you real opportunities?

And if you’re a real estate professional looking to build trust, stay memorable, and break through digital clutter, you’ll want to pay attention.

The Underrated Power of the Mail Moment

As Dr. Zehr explains, mail has unique advantages that no digital tool can replicate:

“Mail reaches every household and business in America six days a week. It’s proactive communication—you don’t have to wait for someone to find you.”

Unlike emails that often land in spam folders or social posts that get lost in the algorithm, physical mail commands attention. The “mail moment”, as the U.S. Postal Service calls it, is still part of America’s daily rhythm. People check their mail expecting something of value—and when your message arrives there, you’re not competing with a thousand other digital distractions.

That alone is a huge advantage in today’s marketing environment.

Precision Targeting Meets Tangible Trust

One of the most surprising takeaways from the conversation was how data-rich and precise direct mail targeting has become.

“If you want to reach Jewish dentists in New Jersey who bought a car in the last six months—we can find that list,” Zehr explains with a smile.

For real estate professionals, that means you can craft mail campaigns that go beyond the generic “Just Listed” postcard. You can reach homeowners in a specific price range, with kids in school, or who have lived in their homes for more than five years.

Mail lists can mirror the same demographic filters that digital marketers use—but with the added benefit of landing in the one place every client still visits daily: their mailbox.

Case Study: How Analog Helped a Community Win Big

To illustrate how digital and analog can work together, Zehr shared a story from a local political campaign in Oregon. The community needed to pass a bond measure to rebuild an aging athletic facility.

Using a hybrid approach—building a digital hub for information and engagement, combined with precisely timed direct mail to different audience segments (homeowners, renters, parents)—the campaign passed “by a wide margin.”

It wasn’t luck. It was a strategy.

Each message was tailored, delivered at the right moment, and reinforced across multiple channels. The same principles apply in real estate: combine digital visibility with tangible, personal communication, and you’ll drive results that outpace either medium alone.

Key Takeaways for Real Estate Professionals

1. Don’t Compete—Own the Moment

Your clients’ inboxes are crowded. Their mailboxes aren’t. When your brand shows up in a physical space, you own that attention—if only for a few seconds. Use that opportunity to be memorable.

2. Think “Digital + Analog,” Not “Either/Or”

Digital tools are vital—but the most effective marketers use them alongside print. Imagine running an online campaign to capture leads, followed by a beautifully designed postcard that lands days later, reinforcing your value and call to action. That’s brand synergy.

3. Target with Surgical Precision

Gone are the days of “spray and pray.” Today’s mailing lists can target homeowners who fit your exact client profile. The result? Better response rates, higher ROI, and a marketing strategy that feels more human.

4. Lead with Strategy, Not Just Tools

Zehr’s 70–20–10 formula says it best: 70% of success comes from the right list, 20% from the offer, and 10% from the creative. In other words—get clear on who you’re talking to and why, before worrying about how it looks

Watch the full Youtube video here:
https://www.youtube.com/watch?v=Vu-7WtKNuu8&t=11s

Apple Podcasts: https://podcasts.apple.com/us/podcast/physical-mail-in-a-digital-first-world/id1224994638?i=1000732057803

Timestamps

00:01 – Intro: Is there still a place for physical mail?
01:25 – Guest: Dr. Wilson Zehr, CEO & Founder of Zermail
02:45 – Why direct mail still works in a digital-first world
04:20 – The power of proactive communication
06:15 – Cutting through digital clutter and spam filters
08:10 – Email overload vs. the “mail moment”
10:18 – Blending digital and analog: a real-world campaign
13:00 – How targeted mail won a community bond measure
16:45 – Hyper-targeting in direct mail: real estate & lending examples
19:40 – The 70–20–10 marketing formula explained
21:55 – Cost, targeting, and using mail strategically
22:40 – Where to start: Zermail and easy mail automation
24:35 – New tool “Speedy” for fast, single-letter mailing
25:18 – Final thoughts: blending timeless trust with modern tech

👉 Book on Calendly

Wilson Zehr is a Direct Mail Industry Expert, Direct Marketing Specialist, and CEO of Cendix (www.cendix.com), the leading provider of web-to-print solutions. He is also the founder of Zairmail (www.zairmail.com), responsible for many industry firsts in direct mail.

February 16, 2026 / Direct Mail Postcard, Direct Mail Tips, Direct Mail Tools, Mailing Lists, Podcasts

Marketing Secrets No One Shares with Wilson Zehr

On this episode, host Eitan Koter welcomes Wilson Zehr, CEO of Zairmail.

Wilson has over 25 years in tech, innovation, and business strategy. He has helped launch eight tech startups and raised more than $60 million in venture capital.

He has also spent years teaching marketing and entrepreneurship at the university level.

Now, Wilson leads Zairmail. The company makes sending direct mail as simple as sending an email.

In today’s world, where inboxes are crowded and digital ads get ignored, Wilson believes direct mail is making a real comeback.

Brands, startups, and political campaigns are turning to mail to reach people in ways that digital channels cannot.

Wilson explains how direct mail cuts through the noise, reaches every home and business, and offers precise audience targeting.

He shares how automation and data make it easy for brands to get the right message to the right people at the right time.

Eitan and Wilson talk about how timing, good lists, and a strong offer are key to any campaign’s success.

Wilson brings real examples of what works and what to watch out for.

His advice is practical, not just theory. He believes marketing should be about what gets results, not just chasing the latest trend.

Whether you are a marketer, founder, or just curious, you will pick up clear ideas you can use right away.

Tune in to learn why direct mail is back in the spotlight and how it could help your business stand out.

Takeaways:

Direct mail is experiencing a resurgence due to digital fatigue.
It reaches every household and business six days a week.
Direct mail is proactive and can engage customers at the right time.
ROI is a key driver for direct mail campaigns.
Understanding the customer journey is essential for effective marketing.
Sales and marketing are critical for startup success.
Data-driven marketing enhances targeting and effectiveness.
AI should be viewed as a tool to enhance marketing efforts.
Entrepreneurs need support and resources to succeed.
Zairmail offers innovative solutions for direct mail automation.

Chapters:

00:00 Introduction to Wilson Zare and Zairmail

02:41 The Comeback of Direct Mail in a Digital World

05:25 Advantages of Direct Mail Over Digital Marketing

07:57 Integrating Direct Mail into Omnichannel Strategies

10:40 Case Study: School Bond Initiative in Oregon

15:38 The Importance of Targeted Messaging

18:19 Sales and Marketing in Startups

21:00 The Role of Data in Direct Mail Campaigns

23:34 AI in Marketing and Direct Mail

28:43 Conclusion and Resources

Watch the full Youtube video here:

Apple Podcasts: https://podcasts.apple.com/us/podcast/176-marketing-secrets-no-one-shares-with-wilson-zehr/id1721814393?i=1000718443199

👉 Book on Calendly

Wilson Zehr is a Direct Mail Industry Expert, Direct Marketing Specialist, and CEO of Cendix (www.cendix.com), the leading provider of web-to-print solutions. He is also the founder of Zairmail (www.zairmail.com), responsible for many industry firsts in direct mail.

February 9, 2026 / Direct Mail Tips, Direct Mail Tools, Mailing Lists, Podcasts

Mail Matters: The Power of Direct Mail in The Digital Marketing Age

In this episode, Host Karen Vick sits down with Wilson Zehr, the “professor of direct mail” and founder of Cendix/ZairMail, to discuss the enduring impact of direct mail marketing in today’s digital world. Dive into strategies, tools, and real-life examples that can help you elevate your marketing game with direct mail.

Key Points Covered In This Episode:

Promotion of Tools:

– ZairMail: Recommended for fast, easy, and reliable direct mail services.

– Speedy app: Ideal for sending individual letters conveniently via desktop.

Strategic Marketing Model:

– Importance of understanding and positioning products 🎯 before marketing.

– Four Key Components: Product Understanding 📚, Target Audience 👥, Pricing 💲, Channels, and Placement 📍.

– Role of Promotion in creating awareness and supporting channel activities 📢.

Advice for Small Businesses:

– Importance of effective product positioning and selecting the right promotional tools for budget optimization.

– Targeting precise audiences to maximize marketing impact 🎯.

Real Estate Mail Campaigns & Personalization:

– Use personalized postcards to increase client engagement, similar to a chimney sweep’s successful tactic with pet images 📸.

– Realtors often send multiple, personalized mailers to stay top-of-mind with potential clients 🏡.

Integration of Digital and Direct Mail:

– Omnichannel marketing strategies that combine various tools, like direct mail and digital platforms, to target customers at multiple points 📧 + 📬.

Case Study: School Bond Measure Campaign:

– Comprehensive campaign strategy which resulted in significant victories by utilizing a mix of digital tools with strategic direct mail ✉️🏫.

Unique Advantages of Direct Mail:

– Precise targeting capabilities and tangible customer reach.

– Direct mail’s high ROI potential, offering over $13 for every $1 spent if done correctly 💵.

Connect with Wilson Zehr on LinkedIn: https://www.linkedin.com/in/wilsonzehr/

– Email: wilson@zairmail.com 📧

– Phone: 1.888.898.0066 ☎️

Next Steps and Actions:

– Manage your marketing budget with the ⁠Stingray Budget Planner⁠: A tool to simplify budget creation, track expenses, and provide visual performance monitoring.

– Small Business Owners: Leverage automated direct mail services for timely promotions. Consider tools like ZairMail and Speedy for efficient marketing.

– Marketing Professionals: Integrate direct mail with digital campaigns for a comprehensive marketing strategy.

– Stay Connected: Subscribe to The Guiding Brands Podcast and leave a review to keep updated with the latest marketing insights.

Listen to the full episode on your favorite podcast platform 🎧 or visit https://podcasts.apple.com/us/podcast/mail-matters-the-power-of-direct-mail-in/id1671442576?i=1000669388691 🌐.

Catch you next time!

September 13, 2024 / Direct Mail Postcard, Direct Mail Tips, Direct Mail Tools, Mailing Lists, Podcasts

Simplifying Direct Mail Campaigns: The Proactive Approach for Businesses

In this episode, we delve into the insightful journey of Wilson Zehr, a seasoned entrepreneur and academic, from his early career in the tech industry to founding his own company, Zairmail. Wilson shares his experiences of starting and growing multiple tech companies and discusses the importance of targeted marketing and the unique advantages of direct mail. He explains how Zare Mail, his current company, offers a software platform that automates the ordering and production of direct mail…

Listen on demand Here: Uncomplicated Marketing: Simplifying Direct Mail Campaigns: The Proactive Approach for Businesses on Apple Podcasts

June 27, 2024 / Podcasts

This is a really good piece!

One suggestion – it is not all about profit. We tend to think of it that way in B to B, and it is not always wrong.

Different clients have different motivations.

It is important to try and understand what is motivating them before we start to sell. Sales is a process of collaboration and problem solving. We need to understand the motivation, in order to understand the (true) nature of the problem we are trying to solve.

Here is an example.

I had a student team (I teach at the university sometimes) examine a small painting & decorating company in rural eastern Oregon. The team came up with all types of different ideas for how the owner could grow her business. They had it scaling up from a venture with just a couple of employees, to a juggernaut with many teams working on many client projects at the same time.

I thought she was going to cry, after their presentation. “No, that is not what I want.”

It turns out that this started out as a hobby business of sorts. She is very artistic and loved interior design. When she lost her husband, she had to expand the business full-time to pay the family bills. She had done a very good job of growing the company just enough to support her family and put her kids through college. She learned early on that design was fun, but it didn’t pay the bills. She had structured her business to do enough painting during the busy season, to pay the bills, and spend the rest of the time working on the design stuff that was more of her passion. The stuff that gave her joy.

The class was proposing to maximize revenue – their plan did that.

This customer wanted to maximize the time available for her passion – design. Growing the painting side of the business, that was far more plentiful and lucrative, was the last thing she wanted to do. It would make the business bigger, and more profitable, but limit her happiness.

Customers want all kinds of things. Sometimes they are driving by profit or revenue (not the same thing), often they have personal goals too (less hassle, more vacation, next promotion, showing up Bob, …). It is important to understand all of these, often subtle, motivational factors.

Just a thought…

I sat down last night with a founder from the community to give him some feedback on his pitch. He’s built a pretty interesting product for a well defined niche but hasn’t been closing as many deals as he’d like. I took a few notes during our…

how to close (beehiiv.com)

May 13, 2024 / Direct Mail Tips, Podcasts