The harder your sales force works, the more conversions they will achieve. Sales organizations that take the initiative to obtain new lawn and garden equipment and supplies retail business prospects gain an edge relative to those that simply wait for the phone to ring.
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There are a limited number of lawn and garden equipment and supplies retail businesses you can sell to. You can't sell to all of them, but lead lists target high value prospects so you can focus your company's energy on the ones that are likely to become satisfied customers.
Lead List Dynamics
It makes sense to focus lead list generation on lawn and garden equipment and supplies retail businesses that are likely to convert to satisfied customers. Filtered lists can then be used for a range of activities within your organization including prospecting, direct mail and telemarketing. Given the prevalence of online marketing strategies, you may want to include email and web addresses in the lead lists your company purchases.
Mailing List Return on Investment
It's a common misperception that lead lists are cost-prohibitive for most sales programs. Although there is an added expense associated with lead lists, the overhead cost of maintaining an in-house lead generation program exceeds the amount of cash you'll spend to acquire a reliable list. If you factor in the cost of maintaining constantly updated lawn and garden equipment and supplies retail business contacts, it's not difficult to see why lead lists are a cost-effective alternative.
When to Change Lead List Providers
Reputable lead list providers understand the importance of accurate lists. A single lapse can mean disaster for a B2B enterprise, so it's important to regularly evaluate the quality of your provider. Good providers deliver reliable lead lists and are careful to include new lawn and garden equipment and supplies retail businesses in their database.
If your current provider isn't meeting your expectations, you can't afford to continue investing in their products. At Gaebler, we recommend Experian Business Services. Experian has proven itself to be a supplier of consistently high quality lawn and garden equipment and supplies retail business leads that convert at higher rates than leads that have either been generated in-house or provided by other vendors.
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