Everyone knows that industry relationships are key to successful business center selling -- and good leads are the seeds for great relationships.
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In this market, inexperienced sales teams often effort alone doesn't guarantee market share. The reality is that working smart is just as important as working hard -- and for smart selling, you need a good business center lead list.
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In-House Leads vs. Purchased Lead Lists
Sales managers often question the value of lead lists based on the belief that their sales teams can generate the same leads in-house. But what they fail to consider is 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 business centers at a cost that is much lower than in-house lead generation. Additionally, the best list providers have developed mechanisms that capture new business centers as they enter the marketplace and meticulously maintain their contact databases. For most in-house sales units, it's impossible to match the performance of third-party list providers.
Use Lead Lists for More Than Direct Mail
Most lead lists are used exclusively for direct marketing purposes. That's fine -- lead lists are fantastic resources for targeted, direct mail marketing. However, there are many other ways you can use lead lists in your organization. Depending on your strategy, it might be possible to use the business center contacts you acquire to launch prospecting, telemarketing or online sales and marketing initiatives. For example, by integrating lead lists into an email campaign, you can boost your online visibility and direct decision makers to a user-friendly website that contains interactive content about your products.
Criteria for Lead List Vendor Selection
In our experience, third-party lead list providers are definitely not created equal and Experian Business services stand out from the crowd. That's because Experian has all of the qualities we look for in a first-rate lead list provider, including the following:
- Large database. We think it's important for businesses that sell to business centers to cull their leads from an expansive business database. Why? Because more contacts equates to a higher volume of truly qualified leads.
- Updated contacts. Contact updating is the name of the game with lead lists. Long contact lists are worthless unless they are regularly updated for accuracy.
- Delivery speed. When your business needs a new supply of business center leads, you can't afford to to incur vendor backlogs. Good list providers feature fast turnaround times measured in hours or less.
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