Has Direct Marketing Gone Indirect And Irrelevant?

LinkedIn co-founder Allen Blue says direct marketing ranks high on the endangered species list and well on the way to extinction. But before you take this industry insider’s word, you’ve got to look at other side too.  Yes, direct marketing does have its flaws. But is there really such a thing as a perfect marketing channel? Come on, anyone can easily find a mountain of evidence that shows one approach works (direct marketing included).

 

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Qualified IT Leads – Needing Both Budget And Payment

Knowing the budget of a prospect while qualifying your leads for IT products is a given. However, there is more to it than just knowing that a prospect can afford working with you. You should also consider how that budget is the result of how they intend to pay for your services. Neglecting otherwise could mean your leads would result in deals not worth making (at least not right away).

 

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Appointment Setting Those Taking The Less-Traveled Road

One of today’s most popular appointment settingstrategies involve targeting businesses who are just starting out. These are the kind of businesses whose decision makers and owners still lack sufficient knowledge. The reasoning here is that B2B companies like yours use the appointment setting process to start the education they need. Coming out with a sale is also an added benefit.

 

However, how aware are you that you are in fact appointment setting with prospects taking a less traveled road? For example, look at this FoxBusiness article which tells the story of Squarespace’s founder:

 

 “Coming out of college with a job offer from Google sounds like a win, but Anthony Casalena decided to go in a different direction. Convincing his dad that turning down Google and creating his own company was the more lucrative way to go, however, took a bit of persuasion.”

 

Have you ever heard similar stories from other prospects? They were given a chance to work with this or that big company but they decided to strike out on their own? Naturally, you have to respect such an independent spirit. On the other hand, your appointment setting campaign should not ignore the reality of challenges awaiting these prospects.

 

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Leads for Software Are What Keeps Up Your Guard

Sales leads represent the many opportunities to keep going forward in your cleaning business. This can be relief for those who feel that any target market gets dominated by a competitor. On the other hand, you do not want that relief lowering your guard!

 

Think of your sales leads like building stones to a fort. You make the most of your stock to build the strongest walls without any waste whatsoever. However, despite how much you have built, you will eventually run out of stones. What happens when your competitor has managed to grab all the sales leads outside and leave you with nothing? Given time, that wall will crumble.

 

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Before Appointment Setting, Understand Impact Of Demos

Before you start your appointment setting campaign, there is a good chance that you have already demonstrated a few of the capacities of your IT business. This is naturally a smart move. Prospects are more likely to trust you and go further into the appointment setting process because they have seen you walk your talk. On the other hand, demos can have other impacts that may need to be controlled or even negated.

 

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