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Managing Sales Leads Contents Introduction Section One Making the Case 1. Sue Makes the Sale 0 The Marketing Manager Makes Her Case 0 2. Business Rules to Live By 0 The Rule of 45: How to Predict the Future 0 One Exception 0 Identifying Sources and Leads and Converting Them 0 Two Business Rules 0 The 100% Follow-up Rule 0 How Marketing Complies with the Accountability Rule 0 The Six Ways to Prove the ROI for Sales Inquiries 0 Actions to Take from This Chapter 0 3. Sales Inquiries: An Asset with Declining Value 0 How the 100% Follow-up Rule Increases Corporate Profits 0 Marketers as Creators of Wealth 0 Actions to Take from This Chapter 0 Section Two Managing the Process 4. -Defining and Identifying Inquiries, Suspects, Prospects, and Leads 0 Inquiry vs. Sales Lead 0 Profile Questions: Understanding Buyer Intentions and Potential 0 Why Profile Questions Are So Important 0 Grading the Inquirer 0 Creating Questions and Answers and Coding the Results 0 Actions to Take from This Chapter 0 5. Speaking in Numbers 0 Process Control in Sales and Marketing 0 ROI Reporting: The Proof 0 Benchmark Where You Are Now 0 Did You Buy (DUB) Studies 0 The Methods Used for DUB Studies 0 DUB by Mail 0 Email DUB Studies 0 Telephone DUB Studies 0 Lead Management Reports You Can Use 0 Total Inquiries by Representative and Region 0 Campaign Report 0 Inquiries by Source Type (Media) 0 12-month Inquiry Summary by Month 0 Inquiries by Product 0 Inquiry Sales Closure Reports 0 Inquiries by Region, Follow-up 0 Return on Investment 0 Sold vs. Lost to Competitors by Source 0 Sold by Media Campaign (Sale by Source) 0 Sold by Source Type 0 Sold by Original Rank 0 Inquiries by Rank, 12-month Total 0 Profile Questions and the Reports 0 Profile Question: How Soon Will You Need This Product? 0 Profile Question: Are You Budgeted? 0 Profile Question: How Will You Acquire This Product? 0 -Profile Question: What Is Your Role in Evaluating This Product? 0 Profile Question: What Is Your Application? 0 Actions to Take from This Chapter 0 6. Managing Inquiries 0 Fulfill and Forget: Low Touch 0 Considered Purchase: Continuous Touches, Some Nurturing 0 Nurture Processing: Inquiries for Long, Technical Sales Cycles 0 Actions to Take from This Chapter 0 7. B2B Inquiries: Special Handling 0 Marketing and Sales Stages 0 Marketing Qualifications Stages 0 Sales Stages: Funnel, Opportunity, Deal, or Pipeline 0 Actions to Take from This Chapter 0 8. In-House or Outsource? 0 Pluses and Minuses 0 Criteria for Making the Decision 0 Software Providers for In-House Systems 0 Taking It Outside 0 Inquiry Management Service Providers 0 Actions to Take from This Chapter 0 9. Inquiry Leakage 0 Typical Points of Inquiry Leakage 0 Allowing the Prospect to Reach You Their Way 0 Capture the Source or Lose ROI 0 -Source or Media Types: Categories of Primary Inquiry Sources 0 Actions to Take from This Chapter 0 10. Fulfillment, Historic Trace, and Inquiry Distribution 0 The Literature Package 0 The Envelope 0 The Letter 0 The Literature 0 Where to Buy and the BRC 0 Common Mistakes in Fulfillment Packages 0 Don¿t Send Literature to Competitors 0 Duplicate Inquiries 0 Tracing Inquiries from the Same Company: Historic Trace 0 Distributing Inquiries to Sales Territories 0 Sending Inquiries and Leads to Direct Salespeople 0 The Importance of Getting There First 0 Actions to Take from This Chapter 0 11. Closing the Inquiry Loop 0 Giving Salespeople Reasons to Comply 0 Seven Ways to Motivate Salespeople to Follow up Inquiries 0 Reseller Compliance 0 Making It Easy to Report: Compliance, the Key to Success 0 Actions to Take from This Chapter 0 Section Three -Estimating the Number of Inquiries Needed and Find Hot Sources 12. Estimating How Many Inquiries Is Enough 0 Too Little, Too Much, or Just Right? 0 The Good News: A One-Year Lead Generation Plan Gives you Sales for 18 to 20 Months 0 The 60% Factor: Marketing Pipeline 0 Why One Source of Inquiries Isn¿t Enough 0 Gaining Market Share at an Extraordinary and Predictable Rate 0 Actions to Take from This Chapter 0 13. Hot Inquiry Sources: Telemarketing and Trade Shows 0 Telemarketing Uses: Benefits for Marketing and Sales 0 Inbound¿Toll Free 0 Inbound Telemarketing: Benefits for Marketing and Sales 0 Inbound Telemarketing Costs 0 Program Setup Fees 0 Program Management 0 Reporting 0 Calling Fees: Vendors 0 Outbound Telemarketing 0 Outbound Telemarketing: Benefits for Marketing and Sales 0 Outbound Telemarketing Costs: Vendors 0 Four Reasons Why Telemarketing Programs Fail 0 Telemarketing and Inquiry Management 0 Trade Show Inquiries: One of Your Hottest Sources 0 Trade Show Best Practices 0 Actions to Take from This Chapter 0 Section Four Rules¿Formal and Informal 14. Setting Business Rules Rule 1: Database 0 Rule 2: Profiling 0 Rule 3: Qualifying 0 Rule 4: Inquiry Grading 0 Rule 5: Information Fulfillment 0 Rule 6: Competitors 0 Rule 7: Inquiry/Lead Assignments 0 Rule 8: 48-Hour Opening 0 Rule 9: 100% Closeout 0 Rule 10: ROI Reporting 0 Rule 11: Retention of Inquirers on the Database 0 The Reason for Rules 0 Actions to Take from This Chapter 0 15. Getting Cooperation from Sales 0 Sales Management: What¿s in It for Them? 0 Salespeople: What¿s in It for Them? 0 The Importance of Ease of Use 0 Training Salespeople: The Ongoing, Never-Ending Job 0 Showing the Cost of the Inquiry 0 Actions to Take from This Chapter 0 16. How to Stop That Slight Odor of Decay 0 Step One: Benchmark Your Current Follow-up and Closing 0 Step Two: Perform an Inquiry Handling Audit 0 Step Three: Create a Road Map to Fix the Problems 0 Index 0
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