is rather logical after walking in their footsteps.
Lead generation is a series of steps that will keep you one step ahead.
The purpose of all b2b marketing –– strategic direct marketing included –– is to motivate a prospect, client, or customer to take action: to call, order, buy, request information, visit your store, or whatever –– to take the next step.
When it comes to developing effective direct marketing, there’s a strange but true corollary: People don’t buy things; they buy opportunities!
They don’t buy stuff for the office or paraphernalia for streaming programs on the internet quicker; they don’t even buy gadgets, services, or ideas. They buy opportunities — special deals, promotions, deferred billing, get-acquainted offers, long-term financing, easy payment terms or anything else your customers think is an opportunity, that can entice your market to buy.
That’s why, when it comes to direct marketing, it’s important to spend as much time talking about opportunities as you do about the products or services you sell.
In this fast-paced, highly-competitive world of ours, making this happen isn’t always as easy as it sounds. The reason is that it takes a tremendous amount of planning and implementation expertise to make that response occur.
This is not rocket science, just basic logic. Before you land on the moon, you do more than count backwards on the launch pad. You need to plan and consider every step from building the rocket, programming the computer guidance system, and fueling.
The focus is always on moving ahead to the next step.
You want to move your prospects logically from the first step to the next in the same manner. When prospects respond to an initial solicitation, this qualifies them for the next step. They are encouraged to buy in. This makes the next step easier for them – and for you.
In most selling scenarios, there are three or four logical steps that all prospects move through before they make their decision to buy from you, which is the final big step. Take a close look at what your prospects have to do before they become your customers. Personalization or a relevant sent message comes to mind.
Then, let your direct marketing activities lead prospects logically through each step. Eventually, you’ll find that this is absolutely critical for success. When you maintain a logical progression through each of the earlier steps, this final big step is easily accomplished.
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