Are You Speaking Warmly To Cold Prospects?
by: Karen Scharf, Modern Image Communications
Sometimes we're marketing a product our service that our prospects don't even realize they need. We refer to this as a complex sale. A complex sale is generally a strategic decision on the part of the buyer, it requires education and capital appropriation and there are often several levels of decision makers involved.
Complex sales are multi-step processes that usually look similar to this:
You must address each of the steps in order and respond to the contact based upon which step he is on. You would definitely communicate differently with a cold lead than you would with a qualified prospect.
Take a look at your marketing campaigns and decide where on this complex sales funnel your prospects fit. Are you marketing full-body scans or gallons of milk? Be sure to adjust all your marketing campaigns accordingly.
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