808I888I0808I888

lk0688kII08
Ik0II08:
k 80IF F08 800088
M. h. "Mac" McIatosh
WWW.saIesIeadexerts.com Fae 2
M. h. "Mac" McIatosh
808I888I0808I888
lk0688kII08
Ik0II08:
k 80IF F08 800088
M. h. Mt Mt|ilc:! i: tci:iJcicJ ty uiy lc tc
cic c| Auciit: |cJii t0:iic::lct0:iic:: uiclii
iJ :|c: tci:0|lil: iJ i cx;cil ci
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:
uccesslul aarketla lacludes usla a brcad raae cl tactlcs. :cae tactlcs are
deslaed prlaarll, tc bulld braad awareaess cr braad lc,alt,. ut ac buslaess-
tc-buslaess aarketla tactlcs are acre lapcrtaat tlaa tlcse deslaed tc
eaerate qualllled sales leads. Marketla lcr leads drles sales. 0cae ccrrectl,, lt
wlll lacrease tle bcttca llae aad lelp tle ccapaa, acllee lts rcwtl cals.
ia aarketla lcr leads, tle reclpe lcr success lacludes tle lcllcwla.
- 8elatlcasllp aarketla tc aurture aad qualll, prcspects
- \ ccd aarketla database
- 0lrect aarketla tc eaerate laqulrles
808I888I0808I888 lk0688kII08 Ik0II08: k 80IF F08 800088
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8lkII088hIF Mk8kII86
- \ebsltes aad callae aarketla tc catcl
searclers aad brlde tle aarketla/
sales ap
- leats tc lelp ace prcspects tcward
purclase
Jlese are tle
acst ccst-ellec-
tle, elllcleat
aetlcds lcr ea-
eratla qualllled
leads. ia eaeral,
tle aarketla
aad adertlsla
tactlcs ,cu use tc
bccst ,cur cca-
paa,`s laae cr
braad reccaltlca
dc act eaerate
leads. ucweer, b, utlllzla tle saae dcllars
la aa ellectle lead-eaeratlca aarketla
ellcrt, ,cu act cal, cpea tle dccr lcr sales,
but ,cu alsc pcsltlel, suppcrt ,cur braad.
(:ee tle :ales lead-0eaeratlca 0leckllst
at tle ead cl tlls dccuaeat.)
8eIatIoashI
marketIa refers
to c0ItIvatIa
a ersoaaI,
saIesWIaaIa
reIatIoashI WIth
yo0r rosects
Jle apprcacl uaderl,la all tle reclpe-
lcr-success teclalques ls relatlcasllp
aarketla, wllcl relers tc cultlatla a
perscaal, sales-wlaala relatlcasllp wltl
,cur prcspects.
8eaeaber, ccapaales dca`t bu,, pecple
bu,. \ad pecple dca`t bu, uatll tle,`re
read,. \cur cal as a aarketer ls tc create
a relatlcasllp tlat aakes lt acre deslrable
aad easler tc bu, lrca ,cur ccapaa, wlea
tle tlae ls rllt. \lea prcducts cr serlces
are perceled tc be equal aaca
ccapetltle ccapaales, pecple wlll bu,
lrca tle ccapaa, tlat ls easler tc dc
buslaess wltl. :lallarl,, wlea laced wltl
aa, aspect cl tle bu,la tlat ls ccasldered
a rlsk, tle, wlll bu, laalllar prcducts aad
serlces, cr tle, wlll bu, lrca laalllar
ccapaales.
Jlerelcre, lt ls la ,cur ccapaa,`s best
laterest tc establlsl a sales-wlaala
relatlcasllp wltl prcspects aad custcaers
lrca tle belaala. 8elatlcasllp aarketla
ls tle ldeal wa, tc aurture aad qualll,
prcspects. it aa, laclude perlcdlc ccatact
la aall, lax, eaall aad plcae tc sta, la
tcucl wltl prcspects aad ace tlea alca
la tle bu,la prccess. \s part cl ,cur
relatlcasllp-aarketla prcraa, ,cu caa
sead cut requested llterature, aew
llterature, aewsletters, press releases,
tradeslcw laltatlcas, artlcle reprlats aad
case studles.
0eveIoIa a marketIa datahase
Jle aarketla database ls a luadaaeatal
tccl lcr relatlcasllp aarketla. \cur
database slculd laclude tle ccapaales aad
pecple wlc cculd bu, ,cur prcducts aad
serlces. Jlese laclude custcaers, ex-
custcaers, prcspects, laqulrers,
respcaders, suspects (pecple wlc lcck llke
prcspects but lae act ,et beea qualllled)
aad lallueacers.
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Jc pcpulate ,cur database, start wltl tle
aaaes prclded b, la-lcuse scurces sucl
as ,cur aarketla, sales, acccuatla aad
teclalcal suppcrt departaeats.
\ext, lcck cutslde cl ,cur ccapaa,. \aaes
prclded b, exteraal scurces, sucl as
curreat custcaers, caa prclde addltlcaal
ccatacts tc wlca ,cu caa aarket.
8espcadeats tc aarketla prcraas slculd
be added tc tle database as well.
ia deelcpla ,cur database, tllak abcut
tle eaues ,cur taret audleace lrequeats,
lacludla prclesslcaal asscclatlca
aeetlas, ccalereaces aad tradeslcws. \lsc
ccaslder tle aedla lcr wllcl tle, are aa
audleace, lacludla websltes, buslaess cr
trade aaazlaes aad aewsletters. lacl cl
tlese eaues aad aedla ls, pcteatlall,, tle
scurce cl a aallla llst tlat wculd be
apprcprlate lcr reaclla ,cur taret
ccatacts.
\cu caa alsc acqulre llsts lrca llst brckers
aad callae llst prclders. Jc track dcwa
releaat llsts, a lelplul rescurce ls tle
:taadard 8ate aad 0ata :erlce (:80:)
0lrect Marketla llst :curce
O
. it ls a prlat
aad callae serlce tlat prcldes lalcraatlca
abcut tlcusaads cl aallable llsts aad
databases. Jle prcprletar, database ca
wllcl tlls serlce ls based ccatalas scurces,
selects (data eleaeats ca wllcl ,cu caa
select), ccsts aad ctler lalcraatlca ,cu caa
use tc rellae ,cur dlrect aarketla llst
strate,. \cu caa leara acre abcut tlls
serlce at www.srds.cca. \ddltlcaal callae
llst scurces lcr \crtl \aerlca laclude tle
lcllcwla.
- www.caescurce.cca
- www.larrlslalc.cca
- www.zapdata.cca
- www.lalcusa.cca
- www.lartelaaksal.cca
- www.sccttslalc.cca
ear la alad tlat a buslaess-tc-buslaess
database slculd be deep. Jlls aeaas lt
slculd ccatala seeral pecple at eacl
ccapaa,, ratler tlaa just cae cr twc pecple
at eacl. Jlese pecple are tle aultlple
declslca-aakers aad lallueacers at eacl
ccapaa,. Jle exceptlca tc tle deep rule
cccurs ll ,cu are taretla er, saall
ccapaales. ia tlls case, because cl tle
aature cl saall ccapaales, ,cur database
aa, ccatala cal, cae cr twc cl tle tcp
pecple-cwaers, lcr lastaace-at eacl
ccapaa,.
\lter ,cu create ,cur database, lt ls
lapcrtaat tc keep lt up tc date, ,cu aeed tc
cleaa up tle data ca aa cacla basls tc
aake sure ,cu are aarketla tc pecple wlc
808I888I0808I888 lk0688kII08 Ik0II08: k 80IF F08 800088
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are tlere tc recele ,cur aessaes aad wlc
are stlll laterested la wlat ,cu are sellla.
Jc leara all ,cu aeed tc kacw abcut
cleaala up ,cur aallla address reccrds,
lslt www.usps.cca. ia addltlca, tc update
act cal, aallla addresses but alsc plcae
auabers, lax auabers aad eaall addresses,
searcl tle iateraet usla ke,wcrds sucl as
llst cleaa up cr database cleaa up cr
|:l: teras sucl as \00\ (\atlcaal
0laae cl \ddress) cr 0\:: (0cdla
\ccurac, :uppcrt :,stea).
il ,cu aeed addltlcaal deacrapllc
lalcraatlca abcut a ccatact`s cr ccapaa,`s
ladustr,, slze, etc., ccatact buslaess
database ccapaales sucl as 0ua &
radstreet at www.dab.cca/|:, cr ialc|:\
at www.lalcusa.cca. \cu alsc caa ccatact
tle publlslers cl tle trade aaazlaes la
wllcl ,cu adertlse. Jle, cller database
serlces tc tlelr adertlsers.
ia tlls case, dlrect aarketla relers tc aa,
aarketla prcraa deslaed tc stlaulate
reclpleats cl tle aessae tc respcad
dlrectl, tc tle aarketer. Jle acst ccaaca
dlrect aarketla aedla lcr buslaess-tc-
buslaess are dlrect aall, eaall aad
teleaarketla. \ltl all tlese aetlcds cl
dlrect aarketla, tle ceatral cal slculd
be tc eaerate leads. let us ccaslder eacl.
0I80I Mk8kII86
0Irect maII
0caaca buslaess-tc-buslaess pcstal
dlrect-aall lcraats laclude letters,
aewsletters, laltatlcas, pcstcards,
lalcraatlca klts, sell-aallers, catalcs aad
brcclures acccapaaled b, a letter.
Ietters. 0l all tlese lcraats, buslaess
letters lclded aad aalled la \c. 10
eaelcpes prclde tle lcwest ccst per
ccatact aad tle lcwest ccst per respcase.
:uccess wltl letters, cr wltl aa, dlrect
aarketla teclalque, depeads leall, ca
tle quallt, cl ,cur llst (see tle 0eelcpla
a Marketla 0atabase sectlca abce) aad
,cur cller. Jlerelcre, wlea seadla dlrect-
aall letters, ,cu slculd
- Mall tc a trusted llst.
- iaclude aultlple cllers deslaed tc appeal
tc pecple at dlllereat staes cl tlelr bu,la
prccess. Make tle cllers ccapellla tc
spur acre respcases.
- 8epeat tle cller tlrculcut tle letter-
at tle belaala, alddle aad ead.
\lea wrltla a letter, use tle teclalques
cutllaed la tle :ales lead-0eaeratlca
0leckllst at tle ead cl tlls dccuaeat. ia
addltlca, aake sure tc
- 0et rllt tc tle pclat. 0ltea, dlrect-aall
letters are cerwrlttea, wltl cae cr twc
uaaecessar, pararapls descrlbla tle
prcspect`s sltuatlca. lllalaate tle sceae-
settla prcse aad dle rllt latc lcw ,cu
caa scle tle prcspect`s buslaess
prcblea. :tart wltl scaetlla llke, Jlls
ls a sealaar ,cu caaact allcrd tc alss
cr 8equest ,cur ccapllaeatar, ulde
tc selectla aall-rcca equlpaeat tlat`s
rllt lcr ,cur buslaess.
808I888I0808I888 lk0688kII08 Ik0II08: k 80IF F08 800088
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- 0reate a perscaal aad tareted aessae.
il ,cu are aallla tc aaaulacturla
ccapaales, sa, scaetlla llke, \cu`ll
llad tlat cur expertlse la aaaulacturla
ls cal, exceeded b, cur excelleat
custcaer serlce.
- |se laauae tlat ls eas, tc uaderstaad.
- \aswer tle questlca, :c wlat? \l,
wculd a prcspect care ll ,cur ccapaa,
las beea la
buslaess lcr twea-
t, ,ears? \cu
slculd explala
tlat tlese ,ears cl
experleace lae
prepared ,cur
ccapaa, tc scle
tle prcspect`s
b u s l a e s s
prcblea.
- uae a prc-
lesslcaal edltcr cr
a ccwcrker wltl
ccd wrltla skllls prcclread ,cur letter.
\cu dca`t waat tc sead ,cur prcspects a
letter tlat ccatalas raaaatlcal, spellla
cr ctler t,pes cl eabarrassla errcrs. \a
callae prcclreadla serlce wcrtl
ccaslderla ls www.prcclreadacw.cca.
- \ddress tle letter tc a persca ratler tlaa
tc a ccapaa,. il tlat ls act pcsslble,
address lt tc a tltle cr luactlca sucl as
\tta. u.8. 0lrectcr cr \tta. Jle
aaaaer respcaslble lcr callae sales.
Jle cldea rule lcr successlul dlrect-aall
aarketla ls, Jest, test, test! \cu caa llad
Ihe most commoa
dIrect marketIa
medIa for
h0sIaessto
h0sIaess are
dIrect maII, emaII
aad teIemarketIa
tle acst prcductle tack cal, b, testla
dlllereat tllas. ut lcr a test tc be alld,
,cu aeed tc claae cal, cae tlla at a tlae
(l.e., tle cller, a tease ca tle eaelcpe).
0tlerwlse, ,cu wca`t kacw wlat tactlc ls
respcaslble lcr laprcla tle respcase tc
,cur prcraa.
0cst ls aa lapcrtaat eleaeat cl aa, dlrect-
aall caapala. Jc reduce ccsts, use
wladcw eaelcpes (tlls ellalaates eaelcpe
addressla), sta, awa, lrca lea, paper
aad dle-cuts aad reduce tle auaber cl
prlated cclcrs ca ccaaerclall, prlated
eaclcsures. llaall,, ccaslder wletler eaall
wculd be just as successlul la ettla ,cur
aarketla aessae cut tc prcspects.
uere are twc callae serlces tlat caa lelp
,cu sead letter aall lrca ,cur desktcp.
- www.usaaallacw.cca
- www.zalraall.cca
rostcards. llke letters, pcstcards are aa
laexpeasle dlrect-aall aetlcd. Jle
llaltatlca wltl pcstcards, cl ccurse, ls tlelr
llalte slze. \cu lae a llalted space ca
808I888I0808I888 lk0688kII08 Ik0II08: k 80IF F08 800088
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wllcl tc ccaaualcate ,cur cller. Jwc
callae serlces tc lelp ,cu create a
pcstcard-aarketla prcraa are
- www.acderapcstcard.cca
- www.aaazlaaall.cca
Veusletters. \actler ellectle dlrect-
aarketla tccl ls tle aewsletter, wletler
dellered b, aall cr eaall. \ ke, beaellt cl
aewsletters ersus perscaallzed caapalas
ls tlat ,cu caa prclde scaetlla lcr
eer,cae la eacl lssue, tlus reaclla a
larer raae cl ,cur prcspect base wltl
eacl aallla. il
,cu sell aedlcal
delces, lastead
cl creatla cae
dlrect-aall cr
eaall caapala
lcr surecas,
aactler lcr aae-
stleslclclsts aad
a tllrd lcr lcspltal adalalstratcrs, ,cu caa
prclde a aewsletter wltl scae artlcles tlat
appeal tc eacl cl tlese rcups
\ aewsletter ls a ccd wa, tc keep ,cur
ccapaa,`s aaae, prcducts aad serlces la
tle alads cl prcspects. Jc aake sure lt
dcesa`t ccae acrcss as aa adertlseaeat,
,cu slculd laclude lalcraatlca tlat ls
uselul tc readers. \lea tle, percele tlat
,cu are seadla scaetlla cl alue, tle,
wlll keep readla lt lrca lssue tc lssue. ,
leaturla exlstla clleats la ,cur aewsletter
artlcles, ,cu caa ccaaualcate tc prcspects
wlat ,cu lae dcae lcr ccapaales llke tlelr
maII
Jle rules lcr wrltla a successlul dlrect
eaall letter laclude all tle rules we`e
dlscussed lcr wrltla a dlrect-aall letter as
well as a lew tlat are ualque tc tle
electrcalc aedlua.
- laall subject llaes slculd be slcrt, clear
aad perscaal.
- Jle latrcductlca tc ,cur cller, la tle bcd,
cl tle eaall, alsc slculd be perscaallzed.
:aa, i tlcult tlls lcw-tc ulde tc
bccstla data aetwcrkla baadwldtl
wculd laterest ,cu cr :lell,, tlls allt
scle ,cur data aetwcrkla securlt,
leadacle wlll wcrk better tlaa \e`re
tle speclallsts la data aetwcrkla.
- 0c act use tle wcrds lree cr cllck
lere la subject llaes cr la tle bcd, cl
,cur eaalls, as tle, wlll trler spaa
lllters. \lslt www.wllscaweb.cca/wat8/
spaalllter_acldaace.lta lcr acre ca
tlls subject. ia addltlca, searcl ca
acldla spaa lllters usla ,cur lacrlte
iateraet searcl ealae tc leara acre
teclalques tc keep ,cur eaalls lrca
bela catecrlzed as spaa aad tlus act
dellered.
- Make tle text pcrtlca cl ,cur eaalls slcrt
aad tc tle pclat.
6Ive yo0r emaII
receIIeats the
chaace to oto0t
of f0t0re maIIIas
cwa. Jc access a auaber cl lcw-tc artlcles
abcut creatla a ccapaa, aewsletter, lslt
www.ccapaa,aewsletters.cca.
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- Make sure eaall attaclaeats are ac acre
tlaa ! M. Maa, ccapaales screea cut
attaclaeats larer tlaa tlls ualess tle
reclpleat las aade speclal arraaeaeats
wltl tle ccrpcrate iJ departaeat.
- iaclude a llak tc partlcular paes ca ,cur
webslte tlat cller tle dccuaeats wllcl
exceed ! M la slze, lastead cl usla aa
attaclaeat.
issues surrcuadla eaall aarketla aad
spaa lae receatl, beea tcplcs cl aucl
debate aad lelslatlca. il ,cu clccse tc
laclude dlrect eaall aarketla la ,cur
aarketla alx, be carelul act tc spaa
,cur prcspects. Jc leara acre, lslt
www.spaalaws.cca lcr lalcraatlca abcut
curreat aad peadla spaa lelslatlca.
\cu alsc caa use tle iateraet tc edu-
cate ,cursell abcut peralsslca-based
eaarketla. Jlls lacludes cpt-la, dcuble
cpt-la aad cpt-cut luactlcaallt,, wllcl ,cu
aeed tc uaderstaad. 0ellaltel, le ,cur
eaall reclpleats tle claace tc cpt-cut cl
luture aalllas.
Jlere ls stlll a lct cl debate abcut wletler
tc use slaple text eaall cr acre rapllc
uJMl lcraats. Jle beaellt cl usla text
eaall lcr dlrect aarketla ls tlat lt
reseables eaall tle reclpleat receles lrca
cclleaues aad lrleads, la ctler wcrds, lt
dcesa`t lcck llke adertlsla. ia addltlca,
,cu dca`t aeed tc wcrr, abcut cclcrs aad
la,cut wltl a text eaall. 0a tle ctler laad,
tle rapllcal pcsslbllltles cl uJMl le ,cu
tle cppcrtualt, tc ealaace ,cur aarketla
aessae. Jle dcwaslde cl uJMl eaalls ls
tle, are acre deaaadla tc create tlaa text
eaalls-aad tle, lcck acre llke ads tlaa
text aessaes dc. Jle best sclutlca ls tc
test bctl apprcacles aad see wlat wcrks
best la ,cur sltuatlca.
Fax
il eaall ls act aa cptlca lcr ,cur dlrect
aarketla prcraa, lax teclaclc, aa, be
apprcprlate. it ls acre expeasle tlaa
eaall, but acre eccacalcal tlaa tle
|.:. aall.
elcre ,cu declde tc dc lax dlrect
aarketla, ,cu aust laalllarlze ,cursell
wltl tle laws reulatla tlls aedlua.
:peclllcall,, tle |.:. lederal Jrade
0caalsslca (lJ0) las aaeaded tle
Jeleaarketla :ales 8ule, as a result,
aarketers are prcllblted lrca spaaala
pcteatlal custcaers wltl dlrect-aall laxes.
Jle peaaltles lcr dcla sc are stlll. lcr acre
ca tle \aeadaeat tc tle Jeleaarketla
:ales 8ule as well as tle \atlcaal 0c \ct
0all 8elstr,, lslt www.ltc.c/bcp/
ccallae/edcaas/dcactcall.
IeIemarketIa
Jeleaarketla ls a perscaal aarketla
teclalque tlat cllers a ccst-ellectle,
elllcleat alteraatle tc lleld sellla, but lt
caa be slalllcaatl, acre expeasle tlaa
dlrect aall aad eaall. |sla tele-
aarketla, ,cu caa reacl up tc tllrt,
declslca-aakers a da, at a ccst cl ;15 tc
;!0 per ccatact. ia ccatrast, wltl lleld
sales, ,cu caa reacl cal, lcur cr lle
808I888I0808I888 lk0688kII08 Ik0II08: k 80IF F08 800088
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declslca-aakers a da, at a ccst cl ;3!5 cr
acre per ccatact. 0lrect aall aa, ccst as
llttle as a dcllar, aad eaall ls cltea aucl
less.
:tart plaaala ,cur teleaarketla prcraa
b, dellala ,cur cbjectle. \lat dc ,cu
waat tc lae lappea as a result cl tle call?
Jlat wlll lelp ,cu ldeatll, tle rllt pecple
aad ccapaales tc call aad asslst ,cu la
wrltla a teleaarketla scrlpt cr call ulde
lcr ,cur plcae represeatatles.
Jle teleaarketla call caa be dllded latc
lcur parts.
- Ibe openlng statement. \cur
teleaarketers slculd ldeatll, tleaseles
aad ,cur ccapaa,, aad tlea qulckl,
explala wl, tle, are callla. Jle, slculd
ask ll tle, lae called at a ccaealeat
tlae. |ader ac clrcuastaaces slculd
,cur teleaarketers laqulre, ucw are ,cu
tcda,? Jlls ls a questlca lrleads aad
cclleaues use tc start a ccaersatlca, act
8Ix 8tes for hIrIa Iaho0se IeIemarketers
1. Ru|| Ipp||I|| |u Ipp|] 1|I 1u| |I||.
2. l| ]uu| uu|u|| 1u||I|| |I, J||| || |u| I|J || || I|J|JI|.
3. l|||u| || p|u| Ipp||I|| |u |I1 ]uu| |I| I|J p|u| |u||| |uW|] I|J |I||] I| ||
|u|, ||| |I| up |u ||| |||u| |u ||| | W|] ]uu ||||| ]uu| || || I|J|JI| |u| || |u|.
4. u || ||p|u| |u |u|||| || ||u W|u ||p|J ]uu W||| |||| 1u||I|| |I.
A| || Ipp||I|| |u |I|| ]uu |||| |u| I|J /p|I|| || || |I|| W|] ||] ||||| ||] I|
|||| |u| || |u|.
5. Cu|Ju| ||p|u| ||||1|W W||| |||I||| u||].
c. AJ|||||| Ip|||uJ || |u ||u W|u| ]uu I| u||J||| |||||.
teleaarketers. iastead, ,cur plcae
represeatatle slculd tell tle prcspect
lls/ler aaae aad ccapaa,, explala tle
purpcse cl tle call aad ask ll lt ls a ccd
tlae tc talk.
- Ingagement. \cur teleaarketers
slculd eaae prcspects la a ccaer-
satlcaal laterlew aad act just talk at
tlea.
- guallflcatlon. |sla ,cur teleaarket-
la scrlpt cr call ulde, ,cur reps wlll be
able tc deteralae wletler cr act tle
prcspect aeets ,cur lead-quallllcatlca
crlterla.
- Ibe close. Jc clcse tle call, tle
teleaarketer slculd restate tle areed-
tc aext steps aad ask lcr ccallraatlca.
Jeleaarketla prcraas caa cltea lall ll ,cu
dc act take tle lcllcwla steps.
1. llaa call executlca apprcprlatel,
!. 0btala aaaaeaeat suppcrt
3. Measure tle results
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lerscaael lssues are tle ctler aajcr reasca
lcr lallure. \cu caa`t put just aa,bcd, ca
tle plcae cr le teleaarketers twc jcbs.
\cu aust llre tle rllt pecple lcr tle jcb
aad trala tlea. ia addltlca, be sure tc treat
,cur teleaarketers well as tle, take a lct
cl rejectlca ca tle plcae aad aeed tc leel
reccalzed lcr tlelr ellcrts.
0epeadla ca ,cur aarketla aeeds aad
rescurces, ,cu aa, declde tc cutscurce
teleaarketla tc a tllrd-part, prclder. Jc
select tle acst apprcprlate teleaarketla
ccapaa,, ccaslder tle prclder`s
quallllcatlcas.
- iadustr, experleace
- 8elereaces
- :lze-wlll ,cur ccapaa, be a bl llsl cr
saall llsl tc tle prclder?
Make sure ,cu kacw wlc at tle
teleaarketla llra wlll cwa ,cur buslaess
relatlcasllp aad tlat ,cu tllak tlat persca
ls scaecae wltl wlca ,cu caa wcrk well.
\lsc aake sure ,cu set clear expectatlcas
reardla tle quaatlt, aad quallt, cl leads
,cu requlre.
08lI8 Mk8kII86
0allae aarketla tactlcs laclude websltes,
iateraet adertlsla aad searcl ealae
cptlalzatlca.
wehsItes
Jlere are twc apprcacles tc usla websltes.
- |se ,cur ccapaa,`s webslte as a
aarketla aedlua. Jc aake tle best
lapresslca ca lsltcrs, aake sure ,cur
webslte ls well deslaed, cllerla e,e
appeal, lelplul ccateat aad eas,-tc-
aalate luactlcaallt,.
- leerae tllrd-part, websltes tc eaerate
leads. lxaaples laclude placla baaaer
ads ca tle lcae paes cr speclal sectlcas
cl ladustr, sltes, wrltla artlcles lcr tlcse
websltes, lacludla ,cur ccapaa, la
callae dlrectcrles aad adertlsla la ctler
ccapaales` eaall aewsletters.
Your uebslte. \cu caa use ,cur
ccapaa,`s webslte tc brlde tle ap
betweea sales aad aarketla wltl la-deptl
presales lalcraatlca abcut ,cur prcducts
aad serlces, tle ladustrles aad appllcatlcas
,cur ccapaa, suppcrts aad ccapetltle
ccaparlscas. \cur webslte ls aa ldeal place
tc start a dlalcue wltl prcspects aad tc
slcrtea tle sales c,cle.
Make lt eas, lcr ,cur prcspects tc see
tleaseles la tle aarketla aessaes ca
,cur webslte. \cu caa dc tlls b, lacludla
testlacalals lrca actual custcaers, a llst
cl past aad/cr curreat clleats, a descrlptlca
cl ladustrles ,cu lae sered, appllcatlca
actes aad custcaer case studles.
|se strca cllers aad eas,-tc-use respcase
lcras tc persuade lsltcrs tc request acre
lalcraatlca, tlus ldeatll,la tleaseles as
prcspects. \lter ,cu lae captured tle
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prcspects` ccatact lalcraatlca tlls wa,, ,cu
caa traasler tle data tc ,cur aarketla
database lcr use la luture lead-eaeratlca
aarketla.
\cur webslte slculd laclude pleat, cl cllers,
sucl as a lree eaewsletter, wllte papers,
lcw-tc uldes cr tlp sleets. Jlere slculd
ldeall, be aa cller ca eer, pae.
ia addltlca, ,cu aeed tc put a luaaa lace
ca ,cur ccapaa,. 0ustcaers dca`t reall,
llre ,cur ccapaa,, tle, llre ,cur pecple.
Jlerelcre, ,cu slculd laclude plctcrapls
cl ,cur pecple, sallla aad lcckla lrleadl,,
ca ,cur webslte. \cu cculd eea use stcck
plctcs lcr tlls purpcse. :tcck plctcrapl,
ls aallable lrca ccrpcrate stcck-laaer,
websltes, lacludla www.ccrbls.cca aad
6et More IaformatIoa from Io0r wehsIte IsItors
l|| I| |Wu Ipp|uI| Wu||| u||J||| || ]uu WI|| |u| ||I| I |||||u| u| |||u||I||u| ||u|
]uu| W||| 1|||u|. |||| |1 ||| u||||| p|I| || ||u|| |u| |1|| ]uu |u| |||u||I||u|
I|uu| ||||1 u| ||] || JI||| Ipp|uI|.
6Ive them somethIa secIaI.
l|| Ipp|uI| |I| ||I| || u|J| |u uI|||] |u| || p|I| u|||, p|up| |u| |1 ]uu |u|
||I| |||| |I|| IJJ|. |I|] pup| W||| |IJ|] |1 ]uu IJJ|||u|I| u||I| I|J uI|||]||
|||u||I||u| || ||] p||1 ||I| ||] W||| 1I|u ]uu| u|||. w|| || |I|u|I|u|| u| |] I| ||
| I| I||uu|||| u| || u|pI|] |W W|||, l |uJ || |||| || || WI||I||.
huW1|, W|| || u|pI|] |I|| u|||J | I pI|| u| |||uI|||] |||uu|I| |u| |u| ||||||
I| || I| W|||, l |uu|J |]|| J||| || || |u1 |u/ u| |] I| |u| || |u|J 1|||
|J|||||I||u| |u|||!
"0atIa"
l|| Ipp|uI| ||1u|1 WI|||| |u| || |||| ||| I|J ||u||I| |u I| |u| |u| |||u||I||u|
I|uu| ]uu| 1|||u|. ||up| p||1 ||| I | ||||||JI||| I|J | pu|]. 1u| I I|||
u|u| |u |I||] ]uu Ju||| || |||| JI| | u|||||] |u |u|| || I ], I||| ||||||| W|||
1|||u| |u ||| ]uu 1|]|||| I|uu| ||||1 I| | I||| |uu |u| |uu uu|. l||IJ, u||| |u
|J ||| IJJ|||u|I| |||u||I||u| |||| IWI], I|u| W||| I| u||| |u| |u| || ||] ||| ]uu |u|
I|uu| ||||1.
www.ccastcck.cca. 0r searcl tle iateraet
lcr stcck plctcs usla ,cur lacrlte
searcl ealae.
|se ,cur webslte tc ccaaect prcspects wltl
,cur pecple, aad aake lt latultle lcr
lsltcrs tc llad tle lalcraatlca tle, requlre
tc aake a respcase. lcst ,cur ccapaa,`s
plcae auabers, lax auaber aad eaall
addresses la aa cblcus place, t,plcall, ca
a 0catact |s pae. il lsltcrs are lcrced
tc luat tlrcul ,cur webslte lcr a wa, tc
respcad, tle, aa, well leae wltlcut
ccatactla ,cu-aad aeer retura.
\cu caa use ,cur webslte tc prclde access
tc a raae cl data aad serlces, lacludla
subscrlptlcas tc aew prcduct aad serlce
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eaalllas, sealaar relstratlca, eeat
caleadars aad ,cur cwa callae aewsletter.
0esla ,cur webslte wltl luactlcaallt, tlat
aakes lt eas, lcr lsltcrs tc spread tle wcrd
abcut ,cur ccapaa,. 0ae wa, ,cu caa dc
tlls ls wltl a tell a lrlead buttca.
Jc aake sure lsltcrs caa qulckl, llad ,cur
webslte la tle luture, laclude a bcckaark
tlls pae buttca.
iaclude a prlat
tlls pae buttca
ca paes tlat
prcspects wlll
llkel, waat tc
prlat. Make sure
,cu desla tlese
paes sc tlat tle,
prlat well cr sc
tlat tle, llak tc a
prlatable erslca
cl tle pae.
llaall,, aake lt eas, lcr lsltcrs tc cbtala
lalcraatlca abcut ,cur prcducts cr
serlces. 0a eer, pae cl ,cur slte, laclude
aa lalcraatlca request buttca. Jlls
eaables readers tc ldeatll, tleaseles aad
tlelr aeeds aad tc request tlat detalled
lalcraatlca be dcwalcaded as llles cr
qulckl, eaalled cr aalled tc tlea.
Iblrd-party uebsltes. ulldla a
preseace ca a tllrd part,`s webslte caa be
aa ellectle wa, tc reacl acre prcspects.
Jllrd-part, websltes laclude pcrtals,
asscclatlca sltes, buslaess publlcatlcas,
dlrectcrles, ctler ccapaales` websltes aad
ladustr, cr ccaaualt, sltes. 8eaeaber
tlese tlps ll ,cu declde tc explcre tlls
cptlca.
- Make sure tle webslte las aa audleace
aad tlat tle audleace ls tle rllt cae lcr
,cur prcducts aad serlces.
- Make sure tle cwaer prcactes tle
webslte.
- 0leck tc see ll ctler adertlsers are
ettla ccd results.
Make It easy for
yo0r rosects to
see themseIves Ia
the marketIa
messaes oa
yo0r WehsIte
8earch eaIae otImItatIoa
:earcl ealaes prclde a reat serlce tc
aarketers aad bu,ers allke. \s a
aarketla aedlua, :earcl ealaes
prclded tle lcwest ccst per lead aaca
arlcus dlrect aarketla aetlcds,
acccrdla tc }ack M,ers ll0 aad |.:.
aaccrp llper }allra,, a subsldlar, cl |.:.
aaccrp (0lrect Marketla \sscclatlca,
Marcl !003). ia addltlca, :eeat,-lcur
perceat cl 0-leel executles rel, ca tle
iateraet tc llad cut abcut aew prcducts,
eJarbe/er repcrted (0eceaber !00!).
Jlerelcre, ,cu slculd use searcl ealae
cptlalzatlca tc lacrease ,cur claaces cl
attractla lsltcrs tc ,cur webslte. \cur
cal ls tc lae ,cur webslte ccae up aear
tle tcp cl tle searcl results wlea
prcspects t,pe ke,wcrds related tc ,cur
buslaess latc a searcl ealae, sucl as
0ccle, \lta\lsta, lxclte, l,ccs, \alcc
cr M:\.
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:earcl ealae subalsslca tccls are a ccd
startla place lcr searcl ealae
cptlalzatlca. lcr exaaple, Mlcrcsclt
b0eatral`s :ubalt it! serlce, aallable at
www.bceatral.cca/prcducts, ls deslaed tc
claaael custcaers tc ,cur webslte b, llstla
,cur ccapaa,`s |8l ca luadreds cl leadla
searcl ealaes aad dlrectcrles.
Jle aext step ls tc laalllarlze ,cursell wltl
serlces aallable lcr searcl ealae
cptlalzatlca. Jc leara acre abcut suppllers
cl tlese serlces, lslt tle lcllcwla sltes.
- slerpastcre.cca/pae.cla/15)
- www.searclealaewatcl.cca
ia addltlca, aa ebcck eatltled Ibe lnfair
14ran/ae 8ccb cn winnin /be earcb
lnine wars ls aallable lrca llaaet 0ceaa.
\cu caa bu, tle bcck aad slx acatls cl
updates at www.plaaetcceaa.cca.
\cu aa, deteralae tlat tle best wa, tc
cptlalze ,cur webslte lcr searcl ealaes ls
b, bu,la ke,wcrds. 0allae serlces are
IIs for 80hmIttIa Io0r wehsIte to 8earch aIae FrovIders
* |u| |]Wu|J u| p||I pup| W||| u |u I|| |u| ]uu| |||J u| u|pI|], p|uJu| u| |1|
|||u ]uu| W||| pI ||||, ||I |I iJ || || 1|||| |/| u| I| W|pI, u ||I| I||
||| p|J| W||| I|| |||.
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uR| pI IJJ|) I| I |||.
* R||| ]uu| || u|||| I|J |u|||| |u || I|| ||| p|u1|J| u|||.
* E|uu|I u||| W||| |u |||uJ |||| |u ]uu| W|||.
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pI||||]. luJI] pupu|I| I|| ||| I|| |IJ ||.

aallable tc lelp ,cu dc sc. Jlese serlces
laclude tle lcllcwla.
6oogle 4d8ords, wllcl prcldes ccst-
per-cllck (0l0) prlcla, sc ,cu pa, cal,
wlea users cllck ca ,cur ad. \cu ccatrcl
,cur ccsts b, settla a dall, budet lcr wlat
,cu are wlllla tc spead. lcr acre
lalcraatlca, c tc www.ccle.cca aad
cllck ca tle uslaess :clutlcas llak.
0rerture rremlum Ilstlngs, wllcl
alsc cllers 0l0 prlcla aad assures tlat ,cur
webslte`s |8l appears la tle leadla |.:.
searcl ealaes. \ltl tlls serlce, ,cu set
tle prlce ,cu`re wlllla tc pa, lcr eacl sales
lead aad pa, cal, wlea ,cur custcaers
cllck tlrcul tc ,cur slte. lcr acre
lalcraatlca, c tc www.certure.cca.
8I8: I8k08h0w8
0eaeratla lll-quallt, leads at tradeslcws
requlres preslcw, at-slcw aad pcstslcw
plaaala.
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FreshoW
5bou selectlon. \cu aust carelull,
ealuate aad select tle tradeslcws at wllcl
,cu wlll exllblt. \re tle slcw`s atteadees
llkel, prcspects lcr ,cur prcducts cr
serlces? it`s better tc lae a ccuple cl
luadred er, qualllled leads tlaa tlcusaads
cl leads lrca pecple wlc aa, act be real
prcspects. uslaess-tc-buslaess aarketers
wlc lccus ca a partlcular ladustr, cr
ertlcal sclutlca cltea repcrt reat success
at tradeslcws tlat speclllcall, taret tlelr
ladustr,.
6oals. \cu caa`t deteralae tle success cl
,cur exllblt wltlcut llrst kacwla wlat ,cu
waat tc acllee. Jlerelcre, ,cu aeed tc set
aeasurable cals. Marketla aad sales
perscaael, as well as ,cur exllblt eadcr,
slculd be lacled la establlslla tle
purpcse cl exllbltla. Make ,cur cals as
speclllc as pcsslble. ucw aaa, qualllled
leads dc ,cu lcpe tc eaerate? \lat ls ,cur
dellaltlca cl a qualllled lead?
5bou plan. lut ,cur slcw plaa la wrltla,
lacludla a wcrkable scledule aad
deslaatlcas cl wlc ls respcaslble lcr eacl
task. 0ca`t walt uatll tle last alaute tc dc
tlls, aad aake sure ,cur aaaaeaeat slas
cll ca tle plaa.
Hessaglng. llke all ccd aarketla, a
ccd exllblt ccaaualcates cae aajcr
aessae clearl,. Jlls wlll acre ellectlel,
attract prcspects tc ,cur bcctl tlaa tle
cluttered laae prcjected b, ccapaales
tr,la tc ccaaualcate tcc aucl.
8ootb deslgn. 0esla aa cpea, laltla
bcctl. 0ca`t blcck bcctl access wltl tables
aad ccuaters-,cur cal ls tc draw
atteadees latc ,cur bcctl. |se laterestla
rapllcs tc eaae tlea. il space peralts,
prclde ccalcrtable clalrs tc eaccurae
prcspects tc llaer.
Inrltatlons. ideatll, ,cur ke, prcspects
aad lalte tlea tc lslt ,cur bcctl. \cu alsc
caa aall ,cur custcaers aad prcspects
ccapllaeatar, passes tc tle exllblts, tlese
passes cltea are aallable lree lrca slcw
aaaaeaeat. 0all aad realad laltees tc
stcp b, ,cur bcctl, aad plque tlelr laterest
b, tellla tlea abcut ,cur aew prcducts cr
serlces.
Hercbandlslng. leerae ,cur aarketla
ccaaualcatlcas tc aerclaadlse slcw
partlclpatlca. lcr exaaple, laclude a ta
llae la ,cur eaall slaatures sucl as, :ee
us at cctl 15!5 at tle \ldets lxpc. \cu
cculd alsc laclude lree exllblt passes wltl
,cur laqulr,-respcase aaterlals. \cu cculd
publlsl aa artlcle la ,cur ccapaa,
aewsletter llstla tradeslcws aad
ccalereaces wlere ,cu plaa tc exllblt.
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Jc eaerate aedla atteatlca, sead a aedla
adlscr, eaall abcut aa, aew prcduct cr
serlce ,cu are lllllltla at tle slcw, aad
lae a press release cr press klt explalala
aew prcducts cr serlces ,cu wlll be
latrcducla at tle tradeslcw read, aad
aallable la tle press rcca. Jakla tlls a
step lurtler, lalte edltcrs tc stcp b, cr
scledule appclataeats wltl ,cur ke,
pecple. e sure tc lae ,cur spckespersca
prepped wltl tle ke, aessaes ,cu are
tr,la tc et acrcss tc tle repcrter. \ad lae
rescurces lcr tle repcrter tc use, lacludla
a ccapaa, backrcuader, a lact sleet ca
eacl aew prcduct cr serlce, a blc cl tle
spckespersca, aad stats aad lacts abcut tle
prcbleas tle ladustr, ls lacla tlat ,cur
prcduct cr serlce rescles. Jle easler ,cu
aake lt lcr tle repcrter tc tell ,cur stcr,,
tle acre llkel, lt ls tlat ,cu wlll et
ccerae.
Iralnlng. \ slcw ls ,cur stall`s llrst
cppcrtualt, tc aake a ccd lapresslca cl
,cur ccapaa,. it ls laperatle tc trala ,cur
exllblt stall belcre eacl slcw sc tle, kacw
wlat ls expected cl tlea. Jle, alsc aeed
detalled lalcraatlca abcut aa, aew
prcducts, serlces cr ccapaa, pcllcles ,cu
plaa tc aaacuace at tle slcw.
Iead quallflcatlon. \cu slculd desla
a custca lead lcra tc use at tradeslcws.
e sure tc laclude questlcas tlat wlll qualll,
,cur prcspects acccrdla tc tle laaedlac,
cl tlelr aeeds, purclasla autlcrlt,,
budetar, sltuatlca aad sc lcrtl. (lcr acre
lalcraatlca ca lead quallllcatlca, see 0cu
/c 8ccs/ Icur ccman,`s a/es ui/b
Jarbe/in, aactler lcw-tc ulde aallable
lrca Mac Mciatcsl iaccrpcrated.)
ktshoW
5taff ldentlty. Jc create a ualque ldeatlt,
lcr ,cur bcctl perscaael, lae eer,cae
wear aatclla blazers cr tee-sllrts. 0r
slapl, le eacl stall aeaber a
bcutcaalere tc wear aad ask eer,cae tc
wear tle saae cclcr paats aad sllrts. Jle
cal ls tc aake lt eas, lcr prcspects la
searcl cl lalcraatlca cr asslstaace tc
ldeatll, ,cur pecple.
6lreauays. il lt`s apprcprlate, bulld bcctl
tralllc b, laadla cut prealuas tlat
laclude ,cur ccapaa, aad ccatact
lalcraatlca. \cu caa alsc aerclaadlse
,cur leawa,s la preslcw laltatlcas. lcr
exaaple, laclude tle cap lrca a lll-
quallt, pea la a preslcw aallla tlat laltes
custcaers aad prcspects tc plck up tle rest
cl tle pea at ,cur bcctl.
0emos. \cu caa use lle cr ldec
deacastratlcas tc attract atteadees tc ,cur
bcctl aad teacl tlea acre abcut ,cur
ccapaa,`s prcducts cr serlces. 0eacs
alsc le ,cu tle claace tc ellectlel,
ccaaualcate tc a auaber cl prcspects at
cae tlae.
kecord ererytblng. lare slcws aa,
lae electrcalc s,steas aallable tc capture
lead lalcraatlca b, swlpla tle atteadee`s
bade, but ,cu aa, llad ,cursell
partlclpatla la relcaal slcws tlat dc act
cller tlls cptlca. \t tlese saaller slcws,
,cu aeed tc trala ,cur bcctl stall tc cbtala
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eacl prcspect`s buslaess card aad/cr tc
reccrd all prcspect lalcraatlca.Jlls
lacludes eer,tlla tle, caa leara abcut
prcspects` aeeds aad appllcatlcas.
laplaslze tle lapcrtaace cl cbtalala
plcae auabers, eaall addresses aad lax
auabers. \s aa laceatle, ccaslder
awardla a prlze tc tle eaplc,ee wlc turas
la tle acst ccapleted leads la eacl slllt.
FostshoW
Ilterature. \cu aeed tc sead requested
llterature cr saaples laaedlatel, alter tle
slcw, sc lae ,cur llterature packaed aad
read, tc aall
cr eaall belcre
,cu leae lcr
tle tradeslcw. \s
scca as tle slcw
ls cer, et tle
requests lcr la-
lcraatlca tc ,cur
laqulr, laadlers
laaedlatel,. Jle,
slculd sead tle
r e q u e s t e d
aaterlal tc prc-
spects wltlla tweat,-lcur lcurs. last
respcase ls ,cur seccad cppcrtualt, tc et
a juap ca ,cur ccapetltlca aad aake a
lacrable lapresslca.
Ieasers. \lea seadla requested
lalcraatlca, laclude a teaser ca tle
eaelcpe cr la tle subject llae cl tle eaall.
:caetlla llke, uere`s tle lalcraatlca ,cu
requested lrca tle ialcraatlca Jeclaclc,
lxpc wcrks well tc et ,cur packae past
tle asslstaat aad latc tle prcspect`s laads.
8bere-to-buy lnformatlon. 0le ,cur
prcspects tle lalcraatlca tle, aeed tc take
tle aext step. ia ,cur llterature packae,
laclude tle aaaes, addresses, plcae
auabers aad eaall addresses cl ,cur sales
ccatacts.
Iollou up. |se tle teleplcae, aall aad
eaall tc lcllcw up wltl prcspects. \cur cal
ls tc bulld sales-wlaala relatlcasllps wltl
,cur prcspects aad lurtler qualll, tlea.
Jeleaarketla, dlrect aall, eaall aad
aewsletters are ccst-ellectle, elllcleat wa,s
tc dc tlls.
Iracb leads. lcr tle purpcses cl slcw
ealuatlca aad plaaala, lt`s lapcrtaat tc
track tradeslcw leads tlrcul tc tle sale.
0ld tle qualllled prcspects bu,? ucw aucl
dld tle, bu,? \cu caa use tle aaswers tc
deacastrate tc ,cur aaaaeaeat tle
slcw`s retura ca laestaeat aad tc lacrease
tle cdds cl slcw budet apprcal aext ,ear.
5bou eraluatlon. \lter eacl slcw,
perlcra a crltlcal ealuatlca tc lcck at wlat
weat well aad wlat dld act. 0rltlque eacl
aspect cl tle slcw aad ask ,cur salespecple
aad ctler partlclpaats lcr ccaaeats. la,
speclal atteatlca tc leedback pertalala tc
lead quallt,. Jlls lalcraatlca wlll lelp ,cu
aaxlalze tle ellectleaess cl luture
tradeslcws.
Io0 m0st caref0IIy
evaI0ate aad
seIect the
tradeshoWs at
WhIch yo0 WIII
exhIhIt
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8I8: 000kII08kl
il ,cu are ca a slcestrla budet aad caa`t
allcrd tc exllblt at tradeslcws, ,cu caa stlll
laclude eeats la ,cur aarketla alx b,
lcstla sealaars, executle brlellas aad
lle deacs.
ia ccatrast tc tradeslcws, wllcl caa be
used ellectlel, tc eaerate leads, tlese
saaller eeats are acre uselul lcr acla
kacwa prcspects tcward bu,la. Jle cal
lere ls tc prclde prcspects wltl
lalcraatlca tle, aeed tc aake a bu,la
declslca. Jlerelcre, ,cur uest llst slculd
ccaslst prlaarll, cl prcspects wltl wlca
,cu lae alread, bullt a relatlcasllp.
"0heeks Ia seats"
vers0s "WehIaars"
:ealaars laclude lle cleeks-la-seats
eeats aad iateraet-based weblaars. \ lle
sealaar cr deac aa, requlre as llttle as
aa lcur cr as aucl as a da,. Jle ccateat
,cu are prcldla wlll deteralae tle leatl.
:ealaars, wcrkslcps cr executle brlellas
tlat laclude a aeal caa be er, ellectle.
0ae apprcacl ls tle luacl aad leara aad
aactler ls tle executle breaklast. \a ldeal
tlae tc et bus, executles tc ccae tc a
lle prcraa ls earl, la tle acrala, belcre
tle, c tc tle clllce.\cld Mcada,s, as tlere
ls aa lacreased rlsk cl scaecae leadla
rllt tc tle clllce aad lcrettla tc slcw
up. \ad acld lrlda, alteraccas wlea ,cu
rlsk ccapetla wltl atteadees` plaas tc start
aa earl, weekead.
\ctlla beats lace tlae wltl prcspects,
lcweer, la-persca eeats caa lae a lll
prlce ta. \eblaars caa be acre
eccacalcal aad tlae-elllcleat tlaa lle
sealaars, bctl lcr ,cur ccapaa, aad lcr
atteadees. lxecutles cltea are acre wlllla
tc llre up tlelr \eb brcwser aad dlal a
plcae auaber tc partlclpate la a weblaar
tlaa tle, are tc drle tc tle lccal lctel lcr
a lle preseatatlca.
\eblaar teclaclc, ls ldeal lcr slcrt
brlellas, teclalcal cerlews aad ctler
subjects tlat caa be ccered adequatel, la
aa lcur cr less. \ lew leadla prc-
lders cl weblaar serlces laclude
llace\are (www.placeware.cca), \eblx
(www.webex.cca) aad 8aladaace
(www.raladaace.cca).
\lateer lcraat ,cu clccse, tlere are
scae baslcs tc aarketla ,cur educatlcaal
eeats.
- lre-eeat prcactlca, lacludla cca-
llrala relstraats.
- lcr lle eeats, seadla clear dlrectlcas
ca lcw tc et tc tle eaue.
- lcr iateraet-based eeats, seadla clear
dlrectlcas ca lcw atteadees wlll lc latc
tle aeetla.
- :eadla a realader eaall cr lla
relstraats a call ca tle ee cl tle eeat.
- \dequate lcllcw-up alter tle eeat, wltl
atteadees as well as ac-slcws. Jle lact
tlat scaecae dlda`t slcw up cal,
ladlcates a scledule ccalllct-tle persca
wculd act lae relstered lcr ,cur eeat
ll le/sle were act laterested la ,cur
sclutlca.
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8eakIa eaaemeats
\s aa alteraatle tc lcstla aa eeat, ,cu
caa leerae tle eeats cl ctler rcups,
ccapaales cr asscclatlcas b, prcldla a
speaker. lcsslbllltles laclude educatlcaal
sesslcas at tradeslcws, lccal 0laaber cl
0caaerce aeetlas, prclesslcaal
asscclatlca aeetlas aad aarketla eeats
spcascred b, ,cur ccapaa,`s ccrpcrate
partaers. Jc easure tlat tlese appearaaces
actuall, eaerate leads, ,cur speaker
slculd ask atteadees tc exclaae tlelr
buslaess card lcr a ccp, cl tle preseatatlca
cr scae ctler releaat leawa,.
il ,cu lae lapleaeated all tle lead-
eaeratlca teclalques descrlbed earller-
tle reclpe lcr success-aad stlll lae
scae budet tc laest, ,cu aa, wlsl tc
braacl cut latc prlat adertlsla aad publlc
relatlcas tc eaerate addltlcaal leads.
k00III08kl Ik0II08 I00
0k8 08 I0 688kI lk08
FrIat advertIsIa
lrlat adertlsla cppcrtualtles raae lrca
tle buslaess sectlca cl ,cur lccal
aewspaper tc ladustr,, buslaess cr
asscclatlca aaazlaes cr aewsletters.
0eaeratla qualllled sales leads wltl prlat
adertlsla requlres teclalques dlllereat
lrca tlcse used tc create laae cr braad
adertlsla. Jle latter relles ca laaer, aad
laauae tc create aa eactlcaal respcase.
lead eaeratlca ls act tle cal cl tlls t,pe
cl adertlsla. Jle lcllcwla tlps, ccablaed
wltl tle pclaters la tle :ales lead-
0eaeratlca 0leckllst at tle ead cl tlls
dccuaeat, wlll lelp ,cu cralt successlul
lead-eaeratlca ads.
8eneflts ln beadllnes. il ,cu put a
beaellt cr descrlptlca cl tle buslaess
sclutlcas ,cur prcducts cr serlces cller la
tle leadllae, ,cu`ll lae a better claace cl
catclla tle reader`s atteatlca aad
eaeratla a request lcr acre lalcraatlca.
0lscuss appllcatlons. il ,cur prcduct
cr serlce ls ldeal lcr speclllc appllcatlcas,
sa, sc. \lea readers reccalze tlelr
appllcatlca lcr ,cur prcduct cr serlce, tle,
are acre llkel, tc respcad. lcr exaaple,
,cu`re acre llkel, tc et aa laqulr, lrca
scaecae la warelcuse cperatlcas
aaaaeaeat ll sle actlces ,cur radlc
lrequeac, ldeatlllcatlca sclutlca ls ldeal lcr
trackla laeatcr,.
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Habe an offer tbey can`t refuse. il
,cu waat readers tc respcad, ,cu aeed tc
le tlea a ccalacla reasca tc dc sc.
0capellla cllers laclude
- \ppllcatlca actes slcwla lcw ctler
bu,ers scled tlelr prcblea usla ,cur
prcduct cr serlce.
- \ prcduct saaple cr deacastratlca 00,
ccst peralttla. lrcspects aa, waat tc
tr, ,cur prcduct belcre tle, bu,, aad tlls
les tlea tle claace.
- |selul prealuas cr adertlsla
speclaltles. Jr, tc aake sure ,cur cller ls
cl laterest cal, tc qualllled prcspects. lcr
exaaple, a ulde tc selectla
tleraclcrala equlpaeat wlll cal, be
laterestla tc pecple wlc are tllakla
abcut bu,la tleraclcrala equlpaeat.
ucweer, a lct cl pecple allt waat a lree
pccket screwdrler set cr tle claace tc
wla a 0\0 pla,er, aaa, wculd laqulre
lcr tle scle purpcse cl ettla tle
prealua-act because tle, lae a aeed
lcr ,cur prcduct cr serlce.
5pur fast response. 0le ,cur readers a
ccapellla reasca tc laqulre rllt awa,.
\cu`ll recele acre laqulrles ll ,cu desla
aa cller tlat rewards tlcse wlc laqulre
laaedlatel,. 0caslder tle lcllcwla twc
exaaples.
- il ,cu are cae cl tle llrst 500 tc laqulre,
we`ll alsc sead ,cu a lree bccklet eatltled
I5 wa,s /c cu/ Icur cus/cmer errice
ccs/s wbi/e /ncreasin cus/cmer
a/isfac/icn.
- 8equest acre lalcraatlca belcre
0eceaber 31, aad we`ll laclude a ccupca
ccd lcr ;500 wcrtl cl lree tralala.
8uylng cycle. Matcl ,cur cllers tc tle
bu,la c,cle. \lea prcspects are just
startla tc atler lalcraatlca, tle, aa,
aeed llterature, but are act ,et read, lcr a
sales call. \lea lt ls alacst tlae tc bu,,
prcspects are usuall, aaxlcus tc attead a
sealaar, speak wltl ,cur salespecple, see
a deacastratlca cr dlscuss prlcla.
racbaglng your offer. \dertlsers lae
lcuad tlat tle packala caa be as
lapcrtaat as tle cller ltsell. lcr exaaple,
ll ,cu`re cllerla llterature cr saaples,
laclude a saall plcture cl tle ltea. il ,cu
use a ccupca, slcw a llttle palr cl sclsscrs
cuttla cut tle ccupca. il ,cu use tcll-lree
plcae auabers, aake sure tle auabers
are bl aad bcld la tle aarketla aessae
sc tlat tle, staad cut. Jlese teclalques
aake lt er, clear wlat tle reader`s aext
steps slculd be.
Hentlon your uebslte. Make lt clear tc
readers tlat tle, caa et tle rest cl tle stcr,
abcut ,cur prcducts cr serlces lastaatl,
b, lsltla ,cur webslte. Jlea aake sure
,cur webslte aakes lt eas, lcr tlea tc llad
tlls lalcraatlca. 0caslder usla a ualque
web address lcr eacl ad ,cu rua. Jlls ls aa
eas,, laexpeasle wa, tc track ,cur
adertlsla respcase rates aad lelp et
respcaders dlrectl, tc tle lalcraatlca tle,
seek.
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Irequency. Maxlalze ,cur adertlsla
dcllars aad lrequeac, b, usla lractlcaal
ads, sucl as lall-pae aad quarter-pae ads.
Hedla selectlon. \lea clccsla
publlcatlcas la wllcl tc adertlse, cca-
slder ,cur ccapaa,`s ecrapllc sccpe. il
,cu dc buslaess
la cal, cae ec-
rapllc relca,
,cu dca`t aeed
tc adertlse la
aatlcaal aa-
azlaes. :elect
relcaal pub-
llcatlcas tlat
sere ,cur aar-
ket, sucl as tle
aewsletter cl tle
lccal clapter cl
aa ealaeerla
asscclatlca.
F0hIIc reIatIoas
0eaerall, speakla, publlc relatlcas (l8)
lacludes eer,tlla lrca wrltla speecles
lcr tle 0l0 tc aaaala crlsls
ccaaualcatlcas. ut wlea lt ccaes tc
aarketla lcr leads, tle acst releaat l8
actlltles are tlcse tlat create qualllled sales
leads. Jle acst ccaaca lead-eaeratla
l8 teclalque ls araerla edltcrlal
ccerae-ettla a aeatlca cl ,cur
ccapaa,, prcducts, serlces aad/cr
aaaaeaeat la artlcles publlsled b, tle
aaazlaes aad aewspapers ,cur prcspects
read cr ettla a b,-llaed artlcle wrlttea b,
a aeaber cl ,cur ccapaa, la a taret
publlcatlca. Jlls apprcacl caa lae a
slalllcaat lapact ca ,cur aarketla-lcr-
leads ellcrt.
\s wltl prlat adertlsla, ,cu aeed tc lae
tle baslcs cl ,cur aarketla-lcr-leads
reclpe llral, la place belcre braaclla
cut tc publlc relatlcas.
\ltlcul edltcrlal ccerae ls aucl less
ccstl, tlaa pald adertlsla, lt requlres tlae
aad ccaaltaeat tc deelcpla
relatlcasllps wltl tle lapcrtaat repcrters
la ,cur ladustr,. lcr tle reatest success,
,cu slculd plaa tc dc a lull prcraa eared
tcward edltcrlal ccerae ratler tlaa aa
uastructured serles cl atteapts tc et lak.
0eaeral lalcraatlca abcut publlc relatlcas
strate, caa be lcuad at
- www.prsa.cr
- www.labc.cca
\cur l8 prcraa slculd laclude a
ccablaatlca cl tle lcllcwla eleaeats.
- :taad-alcae press releases, eaall pltcles
aad/cr aedla adlscrles
- lress klts (lacludla lteas sucl as a
ccapaa, backrcuader, aaaaeaeat
blcs, prcduct cr pecple plctcrapls,
press releases aad reprlats cl artlcles
abcut ,cur ccapaa,)
- :ettla up ,cur aaaaeaeat as a scurce
cl experts lcr aedla laterlews
6eaeratIa
g0aIIfIed saIes
Ieads WIth
rIat advertIsIa
reg0Ires tech
aIg0es dIffereat
from those 0sed to
create Imae or
hraad advertIsIa
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- 8elatlcasllp bulldla wltl edltcrs
- 0ustcaer success stcrles
- leature artlcles wrlttea b, ,cur
aaaaeaeat (cr lcstwrlttea lcr tlea)
il ,cu lae tle luadla aad aaaaeaeat
ccaaltaeat tc lauacl a l8 prcraa but
lack tle expertlse tc dc tle wcrk la-lcuse,
lcck lcr tllrd-part, l8 prclesslcaals wlc
caa lelp ,cu plaa aad execute ,cur
prcraa. Jlls klad cl lelp ls aallable ca
a ccatract basls. llad a l8 prclesslcaal wltl
expertlse la ,cur ladustr,. \sk tle lccal
trade press repcrters wlc tle, wculd
reccaaead aad/cr ask tle l8 departaeat
cl ,cur trade asscclatlca tc reccaaead
prclesslcaals wlc kacw ,cur buslaess.
\cu caa alsc llad prclesslcaals wlc are
experts at publlc relatlcas tlrcul websltes
sucl as
- www.prsa.cr
- www.wcrklapr.cca
F8 tIs
\letler ,cu llre a ccatractcr, a l8 aeac,
cr create ,cur cwa l8 prcraa, ,cu slculd
take tle lcllcwla lapcrtaat steps.
treate a llst of target publlcatlons
and get to bnou tbem. \lc reads lt?
\lat klad cl lalcraatlca dces tle
perlcdlcal publlsl? il tle publlcatlca
speclallzes la prcduct aews, tle edltcrs
prcbabl, dca`t waat ,cur press release
aaacuacla tle appclataeat cl a aew cllel
llaaaclal clllcer.
Ialb to tbe edltors. elcre ccatactla
aa, edltcr, relew tle publlcatlca aad lts
webslte. Jlea deteralae wllcl edltcr ls tle
ccrrect cae tc ccatact. 0all tlat edltcr aad
ask abcut lls/ler aeeds aad prelereaces.
\ curreat edltcrlal caleadar caa usuall, be
lcuad at tle publlcatlca`s webslte la tle
adertlsla sectlca. \lter relewla tle
caleadar, ,cu caa declde wllcl stcrles ,cu
caa cller tc be a scurce cr expert lcr, cr
wllcl acatls ,cu cculd cller a wrlttea
expert cplalca plece.
il ,cu are perslsteat, eeatuall, ,cu wlll
speak wltl aa edltcr ca tle plcae cr la
persca. it`s a ccd ldea tc aeatlca treads,
researcl aad teclaclclcal deelcpaeats
pertlaeat tc tle publlcatlca cr tle edltcr`s
beat. Jlls ls tle klad cl lalcraatlca edltcrs
clrcle back tc as tle, recele asslaaeats.
il ,cu lae a stcr, ldea ,cu waat tc pltcl,
call ,cur edltcrlal ccatact. lxplala lcw tle
stcr, relates tc tle edltcrlal caleadar. e
prepared tc sead la a s,acpsls aad stcr,
cutllae \:\l. il tle edltcr asks ,cu tc subalt
tle eatlre artlcle, be sure tc aeet cr beat
tle deadllae, reccalzla tlat tle edltcrlal
deadllae ls usuall, dlllereat lrca tle
adertlsla deadllae.
Fress reIeases
\lea wrltla cr relewla a press release,
aake sure tlat wlat ,cu are aaacuacla
actuall, ls aews. ldltcrs are lcckla lcr
lalcraatlca tlelr readers waat tc kacw,
usuall, abcut a serlce cr prcduct tlat
scles a buslaess prcblea cr scaetlla tlat
ls a aew wa, cl dcla scaetlla cr a wa,
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tc sae acae,. \lea talkla abcut ,cur
aews, ,cu aeed tc address lt lrca a reader`s
pclat cl lew-lcw lt wlll beaellt tle reader
tc kacw acre abcut ,cur prcduct cr
serlce.
\ well-wrlttea press release slculd aaswer
tle lcllcwla questlcas.
- \lat buslaess prcblea ls as ,et uascled?
- \lat ls tle prcduct cr serlce aad lcw
dces lt scle tle prcblea?
- \lat dces lt dc?
- ucw dces lt dc lt?
- \l, slculd a reader care abcut tlls
prcduct?
- \lat are lts beaellts?
- \lat are lts capabllltles?
- \lat are lts ke, leatures?
- ucw aucl dces lt ccst?
- \lea wlll lt be aallable?
ia addltlca, tle release slculd acld sell-
pralse cr lcrlllcatlca cl ,cur ccapaa,.
lllalaate wcrds llke reclutlcaar,,
ualque cr best. it`s alwa,s better tc lae
testlacalals cr ccaaeats lrca custcaers
wlc lae used tle prcduct tc scle a
prcblea tlaa tc pralse tle prcduct ,cursell.
\lsc, be carelul cl jarca. uae scaecae
wlc dcesa`t kacw aa,tlla abcut tle
prcduct read lt aad see ll le cr sle
uaderstaads lt. 8eaeaber, repcrters dc act
lae tle deptl cl kacwlede abcut ,cur
prcduct cr serlce tlat ,cu dc. \rlte slapl,
aad clearl,.
\cur release aust laclude ccatact
lalcraatlca as well. iaclude ccatact aaaes
aad tltles, plcae auabers, lax auabers aad
eaall addresses clearl, aarked, eltler at
tle tcp cl tle press release cr at tle bcttca.
0ller plctcrapl, tc publlcatlcas tlat use
lt, askla tle edltcr abcut prelerred
lcraats. Jcda,, acst publlcatlcas preler
dlltal llles cl plctcrapls. ucweer, ll ,cu
are aallla tle release wltl prlated plctcs
cr traaspareacles, attacl a stlcker tc tle
back cl eacl ladlcatla tle prcduct aaae,
ccapaa, aaae aad ccatact lalcraatlca.
\ltlcul lt ls better tc accuratel, taret ,cur
releases tc speclllc edltcrs at speclllc
publlcatlcas, tlere are scae press release
aass-dlstrlbutlca serlces aallable ca tle
iateraet. Jlese serlces wlll, lcr a acdest
lee, sead ,cur release tc edltcrs lcr ,cu.
:cae tc ccaslder laclude
- www.praewswlre.cca
- www.prweb.cca
- www.sead!press.cca
80MMk8I
uslaess-tc-buslaess sales lead ea-
eratlca tactlcs sucl as letters, eaall,
aewsletters, tle iateraet, tradeslcws,
educatlcaal eeats, prlat adertlsla aad
publlc relatlcas wlll eaerate tle qualllled
leads ,cur craalzatlca aeeds tc aeet ,cur
sales cals. Jle tactlcs cutllaed la tlls ulde
wlll prclde quaatlllable prccl tlat ,cur
aarketla dcllars are wcrkla lcr ,cu, aad
tle, wlll prclde tle repeated tcucles
aecessar, lcr successlul relatlcasllp
aarketla.
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\lea ,cu lapleaeat aa cacla serles cl
lead-eaeratlca prcraas tlat laclude
tlese prcea tactlcs, ,cu wlll stlaulate
qualllled prcspects tc ralse tlelr laads
aad take tle llrst step la tle sales c,cle. it
ls a reclpe lcr success.
Jc leara acre abcut puttla tcetler a
aarketla plaa deslaed tc eaerate sales
leads, please reler tc 0cu /c 8ccs/ Icur
ccman,`s a/es ui/b Jarbe/in 1 /e-
b,-/e 6ui4e /c crea/in a uccess-
fu/ 8usiness-/c-8usiness Jarbe/in
fcr lea4s lrcram, aallable at
www.salesleadexperts.cca/tccls.
As you plan your lead-generation campaigns, use the following checklist to maximize results.
These techniques can and should be applied to all the types of lead-generation programs
discussed in this how-to guide.
Focused on inquiries instead of image/awareness
Easy to skim
Subheads
Bulleted copy
Captions for photos and illustrations
Talks about uses for the product or service
Uses testimonials (persons name/title or company name)
Runs frequently (to be there when the prospect is thinking about his/her problem)
Mentions multiple products or services
Talks benefits, not just features (answers Whats in it for me?)
Talks to both sides of the brain (photos, illustrations, icons, etc.)
Offers a compelling reason to respond today
Makes both kinds of offers (product/service and what theyll get if they inquire)
Merchandises the offer (Widget Selection Guide vs. brochure)
Uses compelling words like new and free (but dont use free in e-mails)
Talks second person (you and your, not we and our)
Makes multiple offers to appeal to various stages of the sales cycle (i.e., literature for
early, demo or seminar for middle, sales contact for late)
Asks for the order (tells prospect to inquire and how)
Offers multiple ways to respond (reader service, phone, e-mail, fax, website, coupon,
reply card, etc.)
Uses unique addresses (department number, URL, etc.) or phone numbers (phone
extension, etc.) to enable tracking of leads source
Sales Lead-Generation Checklist
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