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Write You - Offer Self-Assessments, Not White Papers, in Direct Mail Lead Generation
So you’ve invented the next big thing (or at least something that may solve a problem for a select group of people)? Now what?Well, sorry to say, but there’s quite a bit you need to tackle. To give you just a taste, there’s patenting, licensing, marketing, and manufacturing. So goodness, where do you start?First of all, you need to figure out if you are going to be able to make a profit from
Prospects like online self-assessments because:
1. Self-assessments don’t involve a phone call
Bargaining power of suppliers. The concentration of suppliers and the availability of substitute suppliers are significant factors in determining supplier power. The sole supplier of engines to a manufacturer of small airplanes will have great power for example. The determinants of supply power are: the differentiation of inputs; Switching cost of suppliers and firms in the industry; Presence of substitute in
But first, let’s clarify a few things. I’m assuming you’re a B2B direct marketer who uses direct mail to generate sales leads rather than make a sale. You are mailing to prospects that you hope are in the early stage of their buying cycle, the time when they are identifying their need, gathering information on solutions and establishing specifications for any vendors they choose to interview.
This is the stage of the buying cycle where white papers are so effective, because they help prospective customers discover their needs and learn about solutions. But if your offers of white papers are not generating the response rates they once did, try offering a self-assessment survey instead.
A self-assessment survey, as the name implies, is a survey that your prospects take on their own, usually online. It’s not administered by a sales person. And it doesn’t try to sell anything.
Your prospect simply visits a special page on your website, or your page on a hosted survey vendor, such as www.surveymonkey.com, and answers questions. The system then processes the prospect’s answers, assigns a score, and, typically, compares the prospect’s results with industry standards or benchmarks, and recommends steps for improvement.
Prospects like online self-assessments because:
1. Self-assessments don’t involve a phone call
Six personal gifts, to control your own destiny and stay GREAT!Greatness is being responsible, and doing what is expected of you.To be in control of your own destiny you must be pro- active. Life takes place in a decision. When you take action to make something happen, stuff is going to happen. What to do about what happens, after you make something happen is where you take control. When stu
This is the stage of the buying cycle where white papers are so effective, because they help prospective customers discover their needs and learn about solutions. But if your offers of white papers are not generating the response rates they once did, try offering a self-assessment survey instead.
A self-assessment survey, as the name implies, is a survey that your prospects take on their own, usually online. It’s not administered by a sales person. And it doesn’t try to sell anything.
Your prospect simply visits a special page on your website, or your page on a hosted survey vendor, such as www.surveymonkey.com, and answers questions. The system then processes the prospect’s answers, assigns a score, and, typically, compares the prospect’s results with industry standards or benchmarks, and recommends steps for improvement.
Prospects like online self-assessments because:
1. Self-assessments don’t involve a phone call
In order for today’s companies to succeed in an ever-changing and highly competitive market, an effective and efficient call center is essential. As communications technologies continue to develop at a very rapid pace, so do the customers’ expectations. Customers expect the best and fastest response from courteous, efficient, and professional customer service representatives.Companies must be able to p
A self-assessment survey, as the name implies, is a survey that your prospects take on their own, usually online. It’s not administered by a sales person. And it doesn’t try to sell anything.
Your prospect simply visits a special page on your website, or your page on a hosted survey vendor, such as www.surveymonkey.com, and answers questions. The system then processes the prospect’s answers, assigns a score, and, typically, compares the prospect’s results with industry standards or benchmarks, and recommends steps for improvement.
Prospects like online self-assessments because:
1. Self-assessments don’t involve a phone call
So many business consultants and unworthy chief business advisors often say; Do not worry about Incremental Changes. Instead they tell us to focus on; “Long Term Trends” and they believe this is the way to success.This is the stupidest thing I have ever heard. You see, I have no problem studying long-term trends, as I am a Futurist, but to dismiss incremental short-term gains in your business is friggi
Your prospect simply visits a special page on your website, or your page on a hosted survey vendor, such as www.surveymonkey.com, and answers questions. The system then processes the prospect’s answers, assigns a score, and, typically, compares the prospect’s results with industry standards or benchmarks, and recommends steps for improvement.
Prospects like online self-assessments because:
1. Self-assessments don’t involve a phone call
Today's society has created an environment that requires business owners to be armed with numerous tools. Many employers currently spend little time verifying the accuracy of employment applications and the cost of not doing normal due diligence can be staggering.Consider:An HVAC company recently paid $750,000 to a customer who was raped by a service technician. His employment application indica
Prospects like online self-assessments because:
1. Self-assessments don’t involve a phone call with or visit from a salesperson
2. They help business people discover their needs or challenges in a way that seems free of bias, since the assessment is a test more than a series of qualifying questions coming from a salesperson
3. Prospects can take the assessment any time, day or night, which is convenient
4. Self-assessments appear more objective than white papers, since they ask industry questions rather than deliver answers written by a particular vendor
5. Prospects usually learn something about their needs and possible solutions, for free
Businesses like offering online self-assessments because:
1. Self-assessments don’t involve a time-consuming phone call or visit with an unqualified prospect
2. They help a business uncover a prospect’s needs or challenges in a way that is free of pressure and manipulation
3. Self-assessments appear more objective than white papers, since they ask industry questions rather than deliver answers written by a particular vendor. This makes them a more attractive offer, since self-assessments appear less self-serving
4. Online self-assessments are a cost-effective way to fill the sales funnel becaus
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