Tried and true marketing strategies can have limited impact when selling to sailing schools if lead gen isn't the top priority.
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When it comes to sailing school sales, direct marketing can be a highly effective entry point -- and that means lead generation is a core business activity for firms like yours.
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Use Your Lead Lists for Both Marketing and Sales
If you limit the use of sailing school lead lists to direct mail and cold calling, you're handicapping the return on your investment. A good 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 evaluate outcomes and adjust your approach to each area rather than launching a generic sales campaign.
Characteristics of High-Converting Lead Lists
The best lead lists share several characteristics that are essential in selling to sailing schools. From the outset, you'll want a list that has been generated from a large contact database. For example, Experian Business Services has a current database that contains contact information for more than 14 million active U.S. businesses. For sellers to sailing schools, a large database equates to a larger pool of targeted sales prospects. Since lead quality plays a primarily role in conversion percentages, you'll also want to focus your efforts on providers that are well established and reputable.
How to Get Quality Leads
There is no single method for successfully generating leads in a B2B business. Customer referrals, industry contacts and other strategies have a place in a fast-paced B2B sales environment.
However, the most effective sellers know that while a small handful of qualified leads may get you started, you will ultimately need an ongoing source of leads that can be qualified to fit specific marketing campaigns and sales strategies. Lead lists offer a steady stream of sailing school contacts that can be sorted according to precise sellings criteria.
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