Managing Sales Leads: Turning Cold Prospects into Hot Customers

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9780324205466: Managing Sales Leads: Turning Cold Prospects into Hot Customers
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Sales leads are what successful marketing is all about. That's where the money is. This book shows how to get the most out of this crucial corporate investment. Good, qualified leads make sales forces more efficient, more effective, and - bottom line -more profitable. Add in today's tough economy the skills needed to generate and manage leads are even more vital. Offering a research-based, comprehensive treatment of this critically important marketing function, Managing Sales Leads is a powerful, hands-on reference for every manager -from mid-level sales and marketing manager to senior level corporate executive -for virtually every size of company it shows how to get the most out of this crucial corporate investment.

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About the Author:

James Obermayer is a principal in Sales Leakage Consulting, a West Coast-based sales and marketing strategy consulting company. Obermayer specializes in helping small- to medium-size companies identify sales and marketing leakage issues that stifle sales growth and waste valuable marketing dollars. Aside from consulting, his career has been equally divided between sales and marketing positions in business-to-business corporations. He has served as vice president, worldwide sales at an enterprise software company, senior vice president for two industry-leading inquiry management firms, and vice president of marketing for a medical device manufacturer. He has also been vice president of sales and marketing for a direct-marketing agency. Obermayer is co-author of Managing Sales Leads, How to Turn Every Prospect into a Customer and Sales and Marketing 365. In addition, he has written more than 80 articles on sales and marketing management. He is a frequent speaker at conferences and training seminars for such organizations as the Direct Marketing Association and the American Marketing Association and at corporate sales meetings.

Review:

I. Sales Leads for Marketing and Sales Planning 1. Sales Leads for Tough Markets 2. Lead management Super Charges Sales and Marketing 3. Who Inquires and Why 4. Launching and Upgrading the Lead-management Program II. Qualified Leads from all Media 5. Planning Leads to Reach Selling Goals 6. Harneess the Lead Power of Advertising and Publicity 7. Mining Inquiry Gold at Trade Shows 8. Sete Your Sale in the Mail to Generate Leads 9. Telemarketing: Ignore It at Your Peril 10. Qualifying and Profiling Hot Sales Leads 11. Fulfillment: The First Step in Closing 12. Selling Your System to Sales 13. Computerizing Your Lead Managing Edge 14. Insights Form Inquiries: Closing the Marketing Loop Appendices Index

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