In the B2B arena, sales strategies are frequently adjusted and modified. When sales falter, it's usually because changing market conditions transform the playing field and demand strategy adjustments.
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Although lead lists can shorten the sales process, many sales teams forget that it's important to buy quality lists from proven list providers.
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Use Your Lead Lists for Both Marketing and Sales
If you limit the use of veterinary laboratory lead lists to direct mail and cold calling, you're handicapping the return on your investment. A well-crafted lead list can serve as a collaborative resource for sales, marketing and other business divisions. For example, after you have acquired a lead list that has been differentiated geographically, your marketing division could test a handful of marketing concepts in each area. If the marketing division's efforts are coordinated with the sales division, you could then determine which marketing concepts have the highest conversion rates in each area before launching a full-scale, one-size-fits-all campaign.
Lead Lists: Build or Buy?
Business owners often avoid lead lists because they feel they can produce the same results using in-house resources. However, they often overlook the fact that lead list providers are specialists who are extremely adept at identifying targeted leads. So a decent list provider can produce a list of prospective veterinary laboratories at a cost that is much lower than in-house lead generation. Additionally, the best list providers have developed mechanisms that capture new veterinary laboratories as they enter the marketplace and meticulously maintain their contact databases. For many in-house sales units, it's impossible to match the performance of third-party list providers.
What Companies Sell Leads?
Online searches are usually the first place sales managers go when they're looking for a lead list provider. The Internet has obvious value, but it doesn't tell the whole story. Many online vendors are big on promises and short on execution, so it's important to verify each provider's claims and references.
We've known many lead list providers throughout the years, but we have been consistently impressed with Experian. One of the reasons we like Experian is because they have a database of more than 14 million U.S. businesses. Companies that sell to veterinary laboratories rave about Experian's ability to deliver updated leads that have been filtered to meet precise geographic and demographic criteria.
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