Internet Marketing Boosts Direct Selling

FOR IMMEDIATE RELEASE
(Free-Press-Release.com) August 2, 2004 -- The Accenture Journal, Outlook, in Fall 2003 discussed "Timing the Handoff" in its section on Sales Force Performance. The Direct Selling Force should only get involved in handling qualified leads. Other resources should be used to develop and qualify leads. The early selling steps could for example be handled by inside sales representatives or telemarketing representatives.

This message overlooks an important change that has occurred in recent years. The article deals with what might be called 'Push Selling'. However Seth Godin has pointed out that we live in an age of "Permission Marketing". Cold calling will often cause an immediate and adverse reaction.



The Internet is part of the reason for this situation and also part of the solution. Many people are deluged with spam e-mail or telemarketing telephone calls. So the shutters are put up against further intrusions. However the Internet also means that much information is now available. A potential purchaser can search this huge body of information and learn about some of the likely stronger suppliers. The purchaser is in control.

So purchasers are out there looking for suppliers. How can we make sure that our company will appear on their radar screens? That's where Internet Marketing comes in. As prospects are looking for suppliers, your company must come up in their searches. This breaks down into a two-step process.



Firstly, the company website must be highly visible on the Internet in market directories and catalogues.



Secondly, the company website must be visible in the search engines.

Once the prospect has visited the website, then other Internet Marketing activities can ensure that a process to build up the relationship rolls forward for any qualified prospects. Useful information can be provided by email in return for the prospect giving you some simple registration information. If appropriate, a quarterly Newsletter may help to build up a relationship of mutual respect. The prospect has needs, and you as the potential supplier have solutions.



Only when the prospect has been "qualified" should this lead be passed on to the direct sales force. They can now build on the goodwill developed by the Internet Marketing. Selling is best done between two human beings since this can ensure that the best solution is developed for both parties. In this approach, direct selling comes in to work with the prospect on that best solution and to "close" the sale.

In summary, the Accenture article suggested a two-part process to grow sales that was wholly a 'Push Selling' process. Here it is suggested that instead the first part should be seen as a 'Pull Purchasing' activity. Internet Marketing is ideally suited for this. At the right point in time, the qualified lead can be handed on to the Direct Selling force to then complete the 'Push Selling' process and to make the sale.



The full Newsletter can be found at

http://www.strategicmarketingmontreal.ca/newsletter-41.shtml