GMS_Sales_Training_Manual_Expanded BDS

GRAPHIC MEDIA SOLUTIONS | Corporate Sales Training Manual

19. Direct Mail ROI Calculator Use this framework in every sales conversation to quantify the expected return on a GMS direct mail campaign. The numbers below are conservative estimates based on industry averages.

ROI Variable Mail Quantity

Example Value

5,000 pieces

Industry Average Response Rate

2% 100 $50

Expected New Customers

Average Customer Transaction Value

Estimated First-Visit Revenue Campaign Investment (est.)

$5,000 $1,200

Estimated Net ROI

$3,800 (316%)

If customer returns 3x/year...

$15,000 in Year 1 lifetime value

Using the ROI Calculator in the Field Walk the prospect through this calculation using their own numbers. Ask:

• 'What is a typical transaction value for a new customer?' (fills the transaction value field) • 'How many times does a new customer typically visit or purchase in a year?' (calculates lifetime value) • 'If we brought in 50 new customers, what would that mean for your business?' (anchors the emotional outcome)

Confidential — For Internal GMS Use Only | Page 20