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Marketing Plan - Facts:

Not long ago, the "face" a company had to its customers was the sales fore They represented the company in every way. In fact, to customers they we; the company. Remember the blue-suited image of IBM? The sales force answere questions, demonstrated the product, offered solutions to problems, and established loyal relationships. Nowadays, the sales force is still vitally important but their job is different.

 

Instead of "cold canvassing" to solicit interest, "appointment selling" is preferred when a face-to-face visit is needed to sell the product, usually a product with a high-ticket price tag. For many products, communications takes on the role once served by sales people.

 

These communications can take many forms: direct mail, catalogs, infomercials, the Internet, and traditional advertising media such as print, radio and TV. Every contact a customer has through these vehicles, whether requeste or not, serves to establish and build on a relationship that customer has with the company. So, these communications not only sell products, but they also support the brand image of the company and are inextricably linked to longer customer loyalty.

 

Lead-generation programs are a method devised to bring leads to the sal force and classify those leads so that the sales force knows which lead is "hot, Bette Anne Hutchings, a partner and management supervisor at Ogilvy and Mather Direct, is a self-proclaimed technophile, representing the new breed of thinking and application.

Leads are "warm" or "cool." Thus, they can prioritize their efforts and focus on closing more sales, more often. Technology and Time. The Technology Age has made marketing and advertising even more critical to the sales process. Everything moves faster today than it did ten years ago. Product information is required sooner, and buying decisions are made more quickly.

 

Don't forget that a prospect inquiry is a signal of buying interest. If there is no fulfillment, or if fulfillment is delayed, prospects will make their decisions without information on your products. In a more general sense, you've made a promise to each prospect answering your ad: "If you contact me, I will send you information." If you don't follow through promptly, you've broken your promise, and might have created a negative image of your company. A well-run inquiry-management system ensures that the right material goes out to every prospect every time, thus keeping your promises and enhancing your image.

 

The sooner information can be delivered or fulfilled, the higher the odds of closing the sale.

 

More about Marketing Plan .   See also: Online Direct Marketing and Direct Mail .

Response Makers - Marketing Plan