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Revenue Disruption: Game-Changing Sales and Marketing Strategies to Accelerate Growth by Phil Fernandez

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Converting Preference into Leads

Okay, your buyers have consulted with their friends and other wise advisors across online and offline channels and their interest is piqued. They have learned something, and formed a good impression. They like you, and are open to buying from you.

Yet the prospective buyer is likely still anonymous to you at this sensitive stage of the revenue funnel. That is, while the buyer may know you, you don’t know the buyer. The next step is to gain permission to extend the conversation into more interactive and intimate channels by having the buyer provide you with his or her contact information.

Consider an analogy: Perhaps you went out with your friends for a night on the town, maybe to meet someone (the buyer who knows what he wants), or maybe just to have fun (the buyer who doesn’t know she has a need). Either way, across the room, there he or she is. You make eye contact. Share a smile. Have a brief chat, maybe a drink or a dance. As “last call” is announced, you ask and he or she agrees to give you a phone number (for texting, of course). You’ve turned an anonymous interaction into a known relationship, one you can build into something more substantial over time.

The revenue cycle process is quite similar. At some point, you will have built enough trust with potential buyers to ask them to provide their contact information. Often, this is in exchange for something of value, perhaps an invitation to a webinar or access to a high-quality whitepaper. ...

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