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Targeted Sales Leads - Facts:

The main goal is to get through the receptionist/screener. Reach the decision maker. Warning, commonsensical research can be dangerous to your career. His interest was not in knowledge but in hyping the stock. These kinds of studies should be clearly marked "Caveat emptor." They are reflective of rapidly emerging Ponzi schemes posing as Internet start-ups and IPOs.

 

The researchers surveyed a convenience sample of 300 women by telephone and asked 15 minutes of questions that left us scratching our heads. Guerrillas scripts are studies in varied industries consistently reveal that the right sized telemarketing presentation always produces better results than the same presentation from an outline.

 

Even the research company prudently warned that the results might not represent women generally and might not even represent women who spent a significant amount on clothing. The study asked questioned the intentions of telemarketers. The client thought the study was useful, but it was hard for us to see what they could do with it.

 

Dialing for dollars among the many forms of marketing is telephone marketing. In 1982, telephone marketing surpassed direct mail in revenue spent and the gap has been widening ever since. It costs roughly one-third the rate of direct mai with some experts pegging it at about $10 per call that ge through. Telemarketing employs more than 9 million people compared to 175,000 back in 1983, when guerrilla marketing was invented.

 

There's no question that telephone marketing has emerged a prime marketing force, especially for business-to-business marketing, except for many of the telecommunications companies. Three ways to who market to individuals, with special intensity, it seems, during the dinner hours. Before calling a number, savvy telemarketers ask themselves what they know about the prospect.

A telephone call takes less time than a canvass, is more personal than a letter, costs less than both unless it's long distane and provides you with fairly close personal contact with your prospect. It's difficult to say no to a person's face. It's less difficult to say no to a person's voice, and it's least difficult to say no to a person's letter.

 

As with advertising, telephone marketing should be part of an overall marketing program. And it should be a continuing effort.

 

More about Internet Lead Generation.   See also: Postcard Printing and Business to Business Direct Marketing.

Response Makers - Targeted Sales Leads