To clarify and best describe the 3 kinds of marketing, it is necessary to lay out how customers are found, and why they respond to various approaches.

There are three markets:

1) "I've decided to buy something, and I'm actively looking."

2) "I've been thinking of buying something but have been putting it off."

3) "I didn't realize your product/service could do that for me - affordably."

Scenario #1 is usually for commodities - products and services with known cost and benefit. These are price-sensitive sales, and how to add value is thoroughly documented elsewhere. This market is ready, willing and able. The vast majority of business transactions are done this way because there is a built up demand with market share being the goal - a piece of the pie.

Scenario #2 is where they are willing and able, but they just haven't bothered to pull the trigger yet; they aren't "ready." This is a market where good ads inspire them to act because of "special offers." They may need an offer along the lines of, "Buy today and we'll throw in a_____ ." This market does not have to be as price sensitive as the ones who "call you" if you structure it. Get them to come to you, or, go to them and you've solved 75% of the sales effort and eliminated 75% of the chance of them shopping for price. Helpful seminars work well - as opposed to pure selling sessions. Both scenarios 1 and 2 are for mature markets where the heavier margins have been leveled out by competitive bidding.

Scenario #3 offers a whole new ballgame. You get new values that they weren't aware of. There are a lot of people who are both open-minded to believing the claims of legitimate and verifiable benefits, and, like to be frontrunners who try 'What's new;" it has a tonic effect on boredom.

Depending upon both the margin per sale and if it has inherent repeat business, you need to choose which marketing effort is best. Direct mail, radio and telemarketing can be used to these ends - a combination of all 3, if ifs affordable, is best. One thing about telemarketing: not only is it two-way communication - which demands an immediate decision - but, you find things. This means that while you are looking for a sale of a specific product/service, if you ask, it's amazing what else falls out that you won't actually be looking for. These discoveries were on their minds to begin with - it's the best of both worlds of scenarios 2 and 3.

In review:

Scenario 1 "You're buying, I'm selling - at a better value."

Scenario 2 "You've been thinking - it's an irresistible time, at our better value"

Scenario 3 "Here's what's new in benefits to you."