To give you a simple example close to home: Here at our digital sales and marketing agency, the Sales Lion, we also utilize an assignment selling process with our prospects. And keep in mind, our clients are other businesses, not consumers.
Because we get a very high number of leads coming into our system, we need to make sure that we’re working with good fits and not bad fits. We want to make sure we’re dealing with informed and educated clients versus those who really have no clue as to what we are and the services we provide—people who haven’t done any research whatsoever.
In our case at the Sales Lion, we have a two hundred-page e-book entitled Inbound and Content Marketing Made Easy. Any prospect or company who approaches us through our site must read this e-book before they can have a conversation with me.
You may be wondering how we introduce this e-book to the prospect. Well, the prospect generally contacts us through a form on our website and says, “I would love to set up a phone consultation.”
We then respond with an e-mail that looks something like this:
Hello, Mr./Mrs. Jones. Thank you so much for contacting us here at the Sales Lion. In your contact form, you requested a phone consultation with us. We certainly look forward to that conversation. But, in order to make it the most productive conversation for both parties, and in order to help you get the most out of the experience, we have attached an e-book ...