Conditioning
Now that you have a list of prospects that match your profile, let's get in the car and go see ‘em. Not so fast sales rocket!
Let's think about some ways to pre-condition them before we crank up the sales artillery. Your options range from obvious to esoteric:
- Traditional print and electronic advertising
- Direct mail
- Business networking
- Social/civic networking
- Sponsorships
- Presentations to trade and civic groups
- Writing trade articles
- Public relations campaign
- Creating and presenting trade or professional awards
- Etc., etc., etc.
Which ones will you use? Depends on your ideal prospect profile, the results of your market research and yes, your budget. What we do know is that there is a combination of tactics that will produce the maximum impact on the people you want to impress. Our job is to help you craft your best approach.
The objective? Simple. Create awareness and credibility with your prospect. Best case, your pre-conditioning efforts will catalyze them to seek you out before you ever knock on their door. Worst case, they will know exactly who you are before you call.
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