In the B2B arena, sales strategies are frequently adjusted and modified. Just when you think you've found the perfect strategy, changing market conditions transform the playing field and demand strategy adjustments.
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To dominate in sales to kennel equipment and supplies businesses, it's necessary to pursue a segmented marketing strategy -- and that means you have to be thoughtful in assembling your prospect lists.
What Companies Sell Leads?
Online searches are usually the first place sales managers go when they're looking for a lead list provider. There's nothing wrong with an Internet search, but Google doesn't tell the whole story. You'll find no shortage of vendors that 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 kennel equipment and supplies businesses rave about Experian's ability to deliver updated leads that have been filtered to meet precise geographic and demographic criteria.
Investment or Expense?
There's a misperception that lead lists are an optional expense for B2B sales divisions. In fact, a good lead list is an investment in your company's future. The kennel equipment and supplies business contacts you acquire through a reputable lead list provider can become long-term customers. More importantly, lead lists can deliver an ROI that meets or even exceeds the ROI you receive from other high-producing assets in your company.
Leads vs. Prospects
A first-rate lead list provider, your provider will deliver a current lead list that has been sorted according to company size, years in business, zip code and other criteria. But your work isn't done yet. Unless you are using the lists for mass marketing campaigns (e.g. direct mail), list contacts need to be further qualified by your sales team. Since the kennel equipment and supplies business contacts have been distilled from a larger pool of updated prospects, you'll have better higher conversion rates -- but you'll still need to expend energy to achieve maximum return on your investment.
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