PS_Ch06 cont

PS_Ch06 cont - How and Where to Obtain Prospects(continued...

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How and Where to Obtain Prospects (continued) Shows, fairs, and merchandise markets Salespeople use these venues for lead generation At many tradeshows all attendees are customers Timely follow-up of leads is critical if sales follow a show Seminars Salespeople use seminars for prospects to generate leads Appeal to a specialized market Invite good prospects Go high-quality Be involved before, during, and after Lists and directories Salespeople use secondary data sources, which can be free or fee-based SICs and NAICS Purchasing lists 7-1 McGraw-Hill/Irwin
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Data mining and CRM systems Salespeople use sophisticated data analysis software and the company’s CRM system to generate leads Interactive databases Cold calling or canvassing (The Funnel) Salesperson tries to generate leads by calling on totally unfamiliar organizations A blitz Takes, maybe wastes a lot of time Spotters Salesperson pays someone for lead information
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This note was uploaded on 01/19/2012 for the course MKTG 4410 taught by Professor Michaelserkedakis during the Spring '12 term at Kennesaw.

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PS_Ch06 cont - How and Where to Obtain Prospects(continued...

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