Peter explains that we can use a bit of marketing ESP by combining our shared knowledge from various mediums such as email newsletters.
He writes, "One of the best ways to pre-qualify your leads is to work off a list of those contacts that have subscribed and clicked thru on the content of your email newsletter marketing efforts. Properly written and distributed an email marketing campaign can provide incredibly detailed information and customer intuition that will help your sales staff know what your customers are interested in."
Absolutely - we just need to be judicious with how we use that information. Don't say, "I wanted to speak to you about [topic they clicked on] because you our system indicated you clicked that link a dozens times." I've received those kinds of calls that that's a bit… creepy.
If you must cold call, than how do make each call relevant? How can your phone call be plus in that person's day rather than another unwanted distration?
About the Author: Brian Carroll is the CEO of InTouch Inc. InTouch is a 50-person company focused on delivering effective lead generation solutions for "the complex sale."
Brian authors the very interesting B2B Lead Generation Blog which focuses on B2B lead generation, sales leads, and marketing for the complex sale.
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