WILTON, CT. – Feb. 14, 2007 -- Just as in romance, businesspeople want to spend time with people who are more likely to become a partner or customer. If your lead generation marketing doesn’t help you locate those people, it’s not working effectively. This Valentine’s Day, why not find the perfect customer match for your company?

The media you select, the offers you make, your creative strategy, and even your tone all play key roles in drawing out high potential prospects and screening out suspects, notes Lee Marc Stein who serves as Chief Creative Consultant at Canterbury Graphics Strategic Marketing (CGSM). Here are some tips for catching the correct customer.

1. Remember, this could be the start of a wonderful relationship.
You are beginning the sales process, not completing it. Your initial direct mail or e-mail should push for action on the next step – sending for more information, a free sample, a free analysis. Once you have qualified prospects, then you can concentrate on a full presentation of product benefits, features, and applications.

2. Follow up
If your lead generation program is direct-mail based, be sure to support it. If the package is an expensive, dimensional one, herald its arrival with a teaser package, e-mail blast or print ad. If the mailing is relatively small, think about leaving a voice mail message with the recipient. For campaigns concentrated in particular cities, consider radio. After the mailing drops, follow it up with telemarketing, a quick mail reminder or an e-mail.

3. Don't make yourself too "easy"
If you want more qualified leads, you'll want prospects to do more than simply hit “Reply” to your e-mail. Ask them to fill in just a few lines of information and you’ll boost the quality of your response without damaging quantity.

4. Understand the “hot button”
Executives are more concerned about their time than about saving a few dollars. Direct mail efforts that don’t demand much time and that demonstrate how the product/service can save time works well to management segments. If the savings are enormous, that’s different. The best story is getting the recipient to believe responding is the first step in MAKING BIG MONEY. Middle managers may be more concerned about preservation (of their jobs) and about making a safe, unquestionable choice.

5. Be generous, but be wise
The right premium increases response to your lead-generation efforts, and may even lower your cost per response. It also maintains conversions to appointments and sales. But, overemphasizing the premium can bring you response from “freebie junkies.” Select premiums with obvious value, but not enough value to be a bribe.

It's an attractive combination: blending creativity with your business acumen to develop mutually beneficial relationships. Making a connection with the right customer takes time and effort, but in the end, it's a profitable experience.

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