Rich Rands

Questioner
DISC Type : c

Head of Residential Direct Mail Marketing at Knight Frank

London, England, United Kingdom

Overview

Rich is an experienced direct response marketer with nearly 20 years of experience across the retail, financial, and non-profit sectors. As the Head of Residential Direct Mail Marketing at Knight Frank, he specializes in advertising, direct mail, and lead generation. He holds a Certificate from The Chartered Institute of Marketing.

Outside of his marketing career, Rich is involved in charitable activities, including participating in a 100km charity bike ride from London to Folkestone to raise funds for Club Peloton as part of the Knight Frank Day of Giving.

Unique fact: He holds a certification in App Development for iOS 14, showcasing an interest in mobile technology beyond his direct marketing focus.

Personality Overview

Cautious & Analytical

Not Easily Convinced

Price-Sensitive

They generally do not appreciate an overfriendly approach and prefer to stay to-the-point.  They are more likely than others to negotiate on pricing and terms. While they don't hesitate to ask questions, they are generally risk-averse and tend to be late adopters.

Topics They Care About

Direct Mail Marketing
His entire career, including his current senior role at Knight Frank and past consultancy at Royal Mail, is focused on direct mail and direct response marketing.
Lead Generation
Highlights direct mail as one of Knight Frank's most important lead generation channels and has a background in fundraising acquisition campaigns.
Charity Fundraising
Previously held senior fundraising roles at Coram and Greenpeace and personally participates in fundraising events like a 100km charity bike ride.

Media Appearances

Rich has no verified media appearances

Work History

8-2021
Head of Residential Direct Mail Marketing at Knight Frank
3-2021 - 8-2021
Consultant at Clean Lines Marketing
1-2014 - 3-2021
Media Consultant at MarketReach from Royal Mail
9-2011 - 1-2014
Senior Individual Giving Manager (Direct Marketing) at Coram
3-2008 - 4-2011
Senior Direct Marketing Fundraiser at Greenpeace

Education

School: CIM Certificate from CIM | The Chartered Institute of Marketing
1996 - 1999
HND from Nottingham Trent University

More Information

Social Presence :

Prographics :

Exp : 17 Location : London, England, United Kingdom Job Level : Mid-senior Designation : Head of Residential Direct Mail Marketing at Knight Frank
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Insights For Selling To Rich

During A Call Or A Meeting

DO's

  • Tell them that you will come back if you don’t have a good answer for a question
  • If you have a lower priced product compared to the competition, call out the same
  • Emphasize on objective proof of ROI, help them do a thorough evaluation

DONT's

  • Don’t overhype the product/pitch, keep it measured
  • Avoid phrases like ‘do not worry about’, ‘no one compares to’ etc.
  • Don’t try to be too friendly or informal with them

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Rich is

  • Confidence that the product provides ROI, effective pricing and process adherence matter the most to them.

  • Will you ever get a clear answer from Rich

  • It doesn’t come naturally to them but they can say no if they are not convinced.

Insights For Deal Planning

    How fast (or slow) will Rich move?

  • They can move at a reasonable pace while making their decisions if they have the necessary information.

  • Can Rich take some risk or not?

  • If they believe that they have analyzed the situation well, they can take a little risk.

You And Rich

Personality Compatibility


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