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What Marketing Methods Fit You?
For most salespeople, professionals and small business owners, finding the marketing and prospecting methods that suit their
strengths and minimize their weaknesses is one of the most difficut aspects of sales. Not only are there so many marketing
and prospecting alternatives from which to choose, understanding how each works effectively and learning the processes
involved takes time and effort--something many are not willing to invest. Even the most common method of all--cold calling
takes training to learn effective methods, time and energy to hone cold calling skills, and a commitment to make the calls
necessary for success.
Hot and Cold Marketing Methods
Marketing methods can be broken down into two groups: hot marketing methods are those that have a direct personal
interaction with prospects; cold marketing methods are those that are more impersonal, where the salesperson doesn’t interact
with the prospect.
For most salespeople, cold marketing methods must at some point be converted to hot methods. That’s to say that if the
prospect is developed through a direct mail piece--a ‘cold’ method, at some point the salesperson must deal with the prospect
on a one-to-one, personal level, converting the process from cold to hot. Most of us don’t have the luxury of finding and
selling prospects through only cold methods. At what point in the process the conversion from cold to hot takes place will
depend on your prospecting and sales methods, as well as on the individual prospect.
Cold Marketing Methods
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