|
What Marketing Methods Fit You?
For most salespeople, professionals and small business owners, finding the marketing and prospecting
methods that suit their strengths and minimize their weaknesses is one of the most difficut aspects of sales.
Not only are there so many marketing and prospecting alternatives from which to choose, understanding how
each works effectively and learning the processes involved takes time and effort--something many are not
willing to invest. Even the most common method of all--cold calling takes training to learn effective methods,
time and energy to hone cold calling skills, and a commitment to make the calls necessary for success.
Hot and Cold Marketing Methods
Marketing methods can be broken down into two groups: hot marketing methods are those that have a direct
personal interaction with prospects; cold marketing methods are those that are more impersonal, where the
salesperson doesn’t interact with the prospect.
For most salespeople, cold marketing methods must at some point be converted to hot methods. That’s to
say that if the prospect is developed through a direct mail piece--a ‘cold’ method, at some point the
salesperson must deal with the prospect on a one-to-one, personal level, converting the process from cold to
hot. Most of us don’t have the luxury of finding and selling prospects through only cold methods. At what
point in the process the conversion from cold to hot takes place will depend on your prospecting and sales
methods, as well as on the individual prospect.
Cold Marketing Methods
|
