The Case for Sustained Lead Generation and Relationship Nurturing
The purpose of business is to create and keep a customer.
Unfortunately for service providers, it's nearly impossible to predict when this elusive time of need is going to arise for the buyer.
In the research report Evaluating the Cost of Sales Calls in Business to Business Markets,1 the researchers found that it takes an average of 5.12 sales calls to close sales that exceed $35,000.2 More than 75 percent of the 23,000-plus companies surveyed stated that a combination of direct and indirect marketing and sales efforts was necessary to get to the sale.
To most leaders of professional services firms, this will make immediate sense. Sales cycles are long. The competition works hard to blanket the best prospects with their messages. Many services are becoming viewed as commodities by buyers (even if they're ...