Создание клиентской базы. Пошаговое руководство по превращению контактов в деньги

In a perfect world, sales professionals would have prime territories, unlimited budgets, and a high-powered marketing department generating qualified leads. In reality, most corporations expect sales reps to generate their own leads, find new business, and meet stiff quotas in a tight marketplace. Selling Against the Goal is the ultimate survival guide for sales executives, managers, and reps. Unlike other books on the subject, Selling Against the Goal places lead generation within a strategic context and goes far beyond traditional techniques such as cold calling. > >Author Kendra Lee shows sales professionals in the business-to-business market how in just four hours they can create a customized, repeatable process for delivering the best leads with the highest rate of return. Specific chapters detail Lee’s easy-to-use approach: formulating a strategy, creating a lead generation plan, and pulling it all together with actionable activities. Designed for busy sales professionals, the book enables the reader to skip to the right actions for a particular situation. Selling Against the Goal asserts that 70 percent of leads are never used because they fail to reach the right people or organizations. With this book as a guide, sales reps will learn how to reach untapped leads and gain control of their prospecting activity; sales managers will help employees take personal responsibility for their successes. > >Highlights > >•Essential tools that increase response rates and create name recognition >•Formulas for calculating a closing ratio and numbers of leads needed to meet quota >•Tips for targeting multiple levels of decision makers >•Ideas for hitting a prospect’s “sweet spot” with direct mail, events, public relations, and referrals In a perfect world, sales professionals would have prime territories, unlimited budgets, and a high-powered marketing department generating qualified leads. In reality, most corporations expect sales reps to generate their own leads, find new business, and meet stiff quotas in a tight marketplace. Selling Against the Goal is the ultimate survival guide for sales executives, managers, and reps. Unlike other books on the subject, Selling Against the Goal places lead generation within a strategic context and goes far beyond traditional techniques such as cold calling. Author Kendra Lee shows sales professionals in the business-to-business market how in just four hours they can create a customized, repeatable process for delivering the best leads with the highest rate of return. Specific chapters detail Lee s easy-to-use formulating a strategy, creating a lead generation plan, and pulling it all together with actionable activities. Designed for busy sales professionals, the book enables the reader to skip to the right actions for a particular situation. Selling Against the Goal asserts that 70 percent of leads are never used because they fail to reach the right people or organizations. With this book as a guide, sales reps will learn how to reach untapped leads and gain control of their prospecting activity; sales managers will help employees take personal responsibility for their successes. Highlights Essential tools that increase response rates and create name recognition Formulas for calculating a closing ratio and numbers of leads needed to meet quota Tips for targeting multiple levels of decision makers Ideas for hitting a prospect s sweet spot with direct mail, events, public relations, and referrals With Kendra Lee's savvy guide, Selling Against the Goal, you're just three hours from an actionable, customized plan for delivering the best leads with the highest rate of return. Lee understands that corporate sales professionals have to generate their own leads, find new business, and meet stiff quotas in a tight marketplace. That's why she shares all her lead generation secrets, tools, and tips to keep you on the road to superstardom, including: Formulas for calculating a closing ratio and leads needed to meet quotas, Tips for targeting multiple levels of decision makers, Strategies for generating leads via partner organizations, Ideas for hitting a prospect's "sweet spot" with direct mail, events, and PR, Samples of holiday cards, e-mails, invitations, and newsletters that really work.Using this guide, you'll reach those untapped leads, take control of your territory, and reap the profits. Struggling to get your foot in the door of big companies? Setting up meetings with corporate decision makers has never been harder. It's almost impossible to get them to pick up the phone. They never return your calls. And if you do happen to catch them, they blow you off right away. It's time to stop making endless cold calls or waiting for the phone to ring. In today's crazy marketplace, new sales strategies are needed to penetrate these big accounts. Selling to Big Companies helps you crack into corporate accounts, shrink your sales cycle and close more business