BE CAREFUL ON HOW YOU INVEST!
The apples metaphor:
The potential market is made up of suspects and prospects more or less hot, so RED, yellow and still GREEN apples.
Aggressive Lead Generation actions, for example: DEM, or TELEMARKETING, have the possibility to collect only RED APPLES, that’s why redemptions are very low.
And they are even lower depending on how “dirty” the list is or how much you decide to filter the target to have qualified leads.
And what about the ripe apples when your campaign is over?
One of your competitors will collect them…
Imagine the scene:
You invest in a Campaign and you collect on average (apart from wrong numbers, companies that have ceased to operate and those that are out of target) the 3 red apples ready to consider the purchase of your product.
Then, after a few months, some other prospects want to buy, but you have disappeared, your sellers didn’t nurture the contact because they have focused on the objectives of the month, and at that time the prospect receives an email or a phone call from competitors, or it goes spontaneously in search of a supplier.
LOOK AT THESE NUMBERS:
As evidence of these statistics, the major Marketing Gurus have shared an experiment that has become famous
The Stadium Pitch Experiment
Twenty years of research has shown that there’s always a very small percentage of “buying-now” folks: Three percent.
I gave a lecture recently in front of 1,200 CEOs and said: “Let me prove this to you.”
“How many people in the audience are in the market for a car right now?” About 30 people raised their hands. “How many people in the audience are in the market for a car right now?” A different 30 raised their hands. “How about furniture?” Thirty hands up. “How about home improvements?” Yet another 30 hands. “Office equipment?” You see the point.
About 3 percent of potential buyers at any given time, in any market, are buying now. Right now.
3% drives all commerce.
Have you invested or would you like to invest in a DEM broadcast to an endless database, consisting largely of info@ or by doing TELEMARKETING by calling a list of contacts?
It’s a good idea if:
- YOU ARE SATISFIED WITH SCRAPS;
- Your sales force has a very high percentage of CONVERSION INTO ORDER.
If you have a normal seller, you choose a STRATEGIC approach and you want to see all the apples fall at your feet, then you have to look for a service that offers you a long-term Lead Generation, where the tools used are skilfully mixed to collect ALL THE APPLES.
Not only the red ones today, but also those that reach maturity in three months, six, nine months.
AN APPLE AT DAY KEEPS THE DOCTOR AWAY