Run-of-the-mill sales tactics can be worthless when selling to gate and fence repair businesses if lead gen isn't the top priority.
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Experienced sellers it's good to have all the help they can get. Towards that end, direct marketing lists great for expanding your prospect base and improving bottom line sales.
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The Role of Mailing Lists
Simply put, lead lists give your company a competitive advantage. In many companies, lead generation is a major barrier to greater market share. When sales units are required to compile lead lists solely from phone books, online searches and other sources, the quality of the leads they gather is marginal, at best.
But quality, third party lead lists provide consistently reliable leads. In most cases, the lists are updated on a regular basis so sales personnel always have the most dependable contact information for prospecting and other sales activities.
Lead List Metrics
There are several metrics that can be used to evaluate the effectiveness of gate and fence repair business lead lists.
For starters, conversion rate (number of sales/number of leads) is clearly the most important metric in determining the success or failure of a specific lead list. But you may also want to think about integrating a few other metrics into your assessment routine.
A units-per-lead measurement demonstrates the quality of the leads in your lists. When compared to your internal lead generation metrics, a may indicate a provider that isn't performing adequate qualification or lead filtering. Similarly, individual metrics for your sales staff indicate how well each of your team members is using the leads they receive from your vendor.
Lead Selection: Which Leads to Buy
Sort and filter features are an important consideration when buying lead lists. The goal isn't to accumulate as many gate and fence repair business leads as possible. Instead, you'll want to focus your energy on lead lists containing the names and contact information of likely buyers. For example, Experian, a recognized name in lead and prospecting databases, makes it easy for their clients to sort and filter leads by geography as well as a variety of demographic criteria including company size, years in business, number of employees, etc.
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