Give Your Sales Lead Program Some Respect!

by Dean Rieck

Generating sales leads is the Rodney Dangerfield of direct marketing. It gets no respect from some people.

They'll spend months working on sales literature or slick direct mail pieces. They'll sweat the details to create e-mail blasts or Web pages. But when it comes to lead generation, some people think you can just write a quick letter, grab a brochure off the shelf, toss them in an envelope and mail it. No respect, I tell you. No respect.

But if you have a sales staff, generating leads is one of the most important things you'll ever do. It's not a project. It's a process. It's all about setting up a system that increases the efficiency of your sales staff by identifying likely buyers and giving your sales personnel the tools they need to cultivate customers and close sales.

Here are some high-level tips for increasing the efficiency and effectiveness of your sales generation process.

When I see businesses disrespecting lead generation, it really bothers me. In fact, my psychiatrist told me I'm going crazy. I told him, "If you don't mind, I'd like a second opinion." He said, "All right. You're ugly too!" No respect, I tell you. No respect.

Copyright © 2005 Dean Rieck. All Rights Reserved.
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