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Article: Seven ways to boost lead response.
- Article from:
- Soft-Letter
- Article date:
- May 26, 1995
CopyrightCOPYRIGHT 1995 Aegis Resources, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Usually, software marketers think of direct mail as a medium for selling impulse items and for reaching installed base customers. But direct marketing consultant Jim Parker points out that direct mail can also generate sales leads--especially for high-ticket products that require long sales cycles. However, says Parker, "there's a basic dichotomy between order generation and lead generation that is all too often ignored." Parker recently offered several guidelines for using direct mail for lead generation:
* Don't sell: It's always tempting to look for a few quick orders, but Parker warns that mixed messages usually "confuse the issue." In fact, the best lead ...
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... ... Margaret Charlotte Alexander Parker, 48, who raised hundreds ... Washington Hospital. Ms. Alexander Parker helped elect presidents from ... shattered Republican records for direct mail, telemarketing and major ... worked with Ms. Alexander Parker for nine years. "I couldn ...
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