What is the best way to reach your audience and create a relationship with them?

 

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For more complex propositions requiring interaction with a live sales person, the objective is to get a request for a salesperson to call. However, the cost of an industrial sales call being what it is today, mail and phone follow-up is more and more becoming the norm, rather than the exception. Most sell through traditional retail channels. In the former, the objective is to get qualified leads and to complete the transaction by mail, phone, or physical salesperson.

 

But how does one know what customers or prospects want and when they are ready to buy? Types of Lead-Generation Programs include consumer, business, and public relations.

 

No source will be able to relate to the specific needs and product application for a market as well as the sales force. They are on the "firing line." They know what's going on out in the territory, who their competition is, and the spheres of influence among their prospects. Even the message in your communications can be influenced in both tone and content by the sales force. Front end involvement is essential, but don't overlook the sales force's ability to judge the effectiveness of the promotion. A feedback loop should be established for a qualitative assessment of positive and negative results. Determining Objectives. The special need for objectives in a lead generation program relates to the quality of leads.

 

Essential elements of successful lead generation program implementation involves consideration of eight key areas: involving the sales force, determining objectives, planning capacity and lead flow, pro-motion strategy, creative strategy, media strategy, fulfillment strategy, and when planning a promotion, marketers often overlook the most valuable tie to their customer base—the sales force.

The other side of the is that conversion to orders is more likely from space ads than from editorial mentions. Publisher policies vary when it comes to giving free editorial mention. Some publishers give editorial mention only if an ad is placed; others give editorial mention irrespective of space advertising. Many firms prepare and distribute their own news releases to likely publications. However, there is no substitute for a good public relations agency in getting news releases placed.

 

An abundance of leads can be meaningless if an insufficient number convert to sales. The key question is, "What ratio of sales to inquiries do we need to make this program profitable?" This must be spelled out when setting objectives. Planning Capacity and Lead Flow. Lead flow is not a faucet that can be turned on or off at will. Lead flow must be planned so that leads come in at a rate equal to the sales force's capacity to handle them.

 

Although there will be more on this subject later in this chapter, the key point to remember is that either too few leads or too many leads will work to the detriment of the program. Promotion Strategy. Strategies should identify the steps required for accomplishing the program's objectives. .

They are the road map for getting from where you are to where you want to be.

 

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