GrowthANSWERS » eMERGE! - The Journal of GrowthANSWERS

August 13, 2008

eMERGE! - The Journal of GrowthANSWERS

Filed under: sales team development, Resources, eMERGE!, sales process optimization, web/interactive marketing, lead generation, direct response marketing, General —

The Prospect Gap

While there is no doubt taking care of existing customers needs to a major priority, new business is the lifeblood of any growth-oriented organization. Unfortunately, many companies go about the process all wrong.

It’s not about just attracting eyeballs, getting people to call you or ask for more information. It’s about getting the RIGHT people to do those things. Now, the RIGHT people will be different for every organization, but the fact remains that every organization does have the RIGHT prospect. I would define that as a qualified prospect.

Does it matter that your website receives 1000 hits an hour or you’ve had 500 requests for information if those people are not going to buy from you - for whatever reason. I would rather have 10 hits a day from qualified prospects than 1000 hits a day from just anyone. And I guarantee you, so would your business development team.

Now that you’ve defined a qualified prospect, how can you figure out who fits that definition. Check out the article from Michael McClellan. Once you’ve determined who fits your definition, how can you cut through the clutter and reach them with your message. Check out Todd Schnick’s article on a new unique tool to do just that.

Zahir Palanpur’s article will highlight ways to keep that prospect engaged with your website. And don’t miss Stone Payton’s treatise on the misunderstood topic of Lead Generation, I mean Incubation.

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