The Axiall 10-step approach to Intelligent Lead Generation

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  1. OBJECTIVESunsplash_526360a842e20_1
Define your objectives and understand what can be achieved
  1. TARGET
Segment your market and know who you want to focus on. Ensure you have a substantial list of contact names who match both the company and the individual profile of your ideal customers. Supplement it by reaching out to new contacts on LinkedIn and engaging with them via LinkedIn groups and regular messages (see point 6 below about the value such messages need to deliver)
  1. PROPOSITION
Develop a proposition tailored to the segment you’re targeting – this is NOT your generic corporate proposition
  1. COLLATERAL
Ensure you have collateral that is relevant available to support the campaign – this MAY NOT be your existing marketing collateral and it may be created by a third party on your behalf
  1. EMAILING
Create a campaign to run continuously or over an extended period. Ensure that the content is brief and concise and – absolutely crucially – delivers value to the recipient. It’s not enough to say ‘This is who we are and we have a great solution for you’. Use a mechanism that enables you to track the responses of your message recipients: this will help you to determine which messages work better or less well. Crucially, it will enable you to identify the priority targets for your telephone contact campaign
  1. BRIEFING
Before you start contacting by telephone prepare a detailed briefing document covering every aspect of the proposition, your company’s background and the objectives you believe you can realistically achieve. Make sure your caller(s) are familiar with the all of the detail
  1. CALLERS
Make sure your caller(s) is (/are) sufficiently experienced to understand the business issues that face your contacts. This is just as important as understanding your own proposition – before we listen to someone telling us what they have to sell we want to feel they understand our need
  1. PREPARATION
Ensure your caller(s) is (/are) properly briefed and has copies of the briefing document and all of the collateral that will be required
  1. FEEDBACK
Once calling begins ensure you are in regular contact with the caller(s) and are aware of the feedback they are receiving. If you’re not getting the results you need you should be ready to react by changing the parameters of the programme at an early stage
  1. REPORT
When the calling campaign is complete ensure a final report is prepared highlighting the actual performance against the objectives set out in the brief and detailing lessons learned and recommendations for future actions   Conclusion As with most things in business and in life the secret is in the detail. There is no guarantee of success, but doing the right things properly will offer the best chance of success. You can discuss any of the issues covered in this document by getting in touch though any of the channels below: T: 07799 076980 E: jim.mclaughlin@axiall.uk.com W:www.axiall.uk.com>

Do you know what your customers think of you?

Analysts believe that the companies that will benefit in the upswing are the ones who ask the difficult questions and respond appropriately. How do your customers rate your company and service, your value? What could you be doing to get more business from them? Do they think you care? In my experience companies that don’t know the answers to these questions can’t develop the most effective strategies for Sales, Marketing and Product Development. Most of the successful companies we work with have mechanisms to measure customer satisfaction, including: • Surveys  both face-to-face and online • Web tools including chat and email • Feedback from sales and support staff • User groups • Customer forums What do you think? Are you targeting customer service where it will have the biggest impact? Or are you still spraying and praying? >