Resource: Use Your Leads -- Don't Lose Them
BY Susan Greco
A review of the American Marketing Association's publication, Managing Sales Leads
If the rule of 45 holds, nearly half the people who responded to your most recent marketing campaign will buy within a year. But will they buy from you or the competition? If you're doubtful, it's time to audit your lead-management system. If you're mumbling, "What lead-management system?" you need this book.
The American Marketing Association's Managing Sales Leads (NTC Publishing, 800-323-4900, $38) is comprehensive. Its opening one-page checklist, for example, will help clarify whether it's your processing or your reporting of leads that's subpar.
Published this year, Managing Sales Leads examines every aspect of the lead-qualification process, weaving tips, flow charts, case studies, and work sheets with popular research. Perhaps you didn't know that only 5% of inquiries "self-qualify." To wait for "bounce-back" cards is to wait in vain.
For the arithmetically impaired, the book concludes with a section on "lead-planning math."