The Print University header

Selling Strategies for Direct Mail Printers

Selling Strategies for Direct Mail Printers

Selling Strategies: Direct Mail – Episode Summary

In this targeted episode of The Print University, Ryan McAbee and Pat McGrew dive into the art of selling direct mail—one of the most nuanced and rewarding verticals in the print industry. Whether you’re training a new sales team or delivering outsourced training for print production staff, this session delivers practical guidance for navigating complex, data-driven campaigns that blend creativity with postal logistics.

Unlike transactional print (highly regulated) or commercial print (often one-and-done), direct mail sales rely on long-term campaign thinking. Sales reps must understand where their shop fits on the spectrum—from static postcards to dynamic, personalized catalogs that tap into buyer history. Campaign cadence, data sensitivity, and creative design all shape the pitch. The episode also emphasizes how direct mail often forms part of a larger omni-channel strategy alongside email, SMS, and digital ads.

Sales professionals are encouraged to avoid line-item quoting and instead sell bundled solutions focused on intent, campaign success, and results. Reps must gauge the buyer’s knowledge—explaining when wafer tabs, coatings, or ZIP sorting are required, and educating first-timers who may not grasp USPS requirements or campaign timing. With customers ranging from local salons to national chains, quick assessment and tailored messaging are key.

Direct mail selling requires empathy, strategy, and education. It’s about positioning print not just as a product, but as a powerful tool in the customer’s marketing mix.

You Will Learn:

  • How to position direct mail as part of a broader marketing and campaign strategy

  • The difference between static and dynamic direct mail, and how to sell both

  • Why selling intent and outcome beats line-item quoting

  • How to educate clients on USPS requirements, coatings, wafer tabs, and mailing prep

  • Approaches to selling based on customer size, budget, and experience level

Who This Course Is For:

Direct mail sales professionals, print strategists, onboarding trainers, and account managers seeking to sharpen printing press operator training, MIS software training for print production, or improve client education in complex sales cycles

Time to Watch:

Approx. 15 minutes