Motivate Cold, Warm and Hot Prospects
A step-by-step guide to choosing sales and marketing strategies that consistently reach all your prospects.
By Kim T. Gordon
Have you ever visited a Chinese restaurant with your family or a large group and ordered from a family-style menu? That's the kind where you can choose two items from column A, two from Column B, and two more from column C. Growing up, every Sunday night meant a family dinner at the local Chinese Restaurant. We always went home way too full and thoroughly satisfied. Now, here's an approach to setting up a year-round sales and marketing program for your new business that follows a similarly satisfying principle -- you choose two tactics from the list below from column A, two from column B and finally two from column C.
The prospects for your new business will fall into three categories: cold, warm and hot. Your coldest prospects are those you've identified as qualified, but they have little or no information about you. Warm prospects are those that have had some exposure to your company and its selling message, either by ongoing contact or exposure to your advertising or public relations, for example. The hottest prospects are those closest to closing. They have either moved through your sales cycle from cold, to warm then hot, or have come to you as referrals.......[read more after logging in]
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