Love in the Time of Cholesterol [NOOK Book]

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Overview

Lead Generation for the Complex Sale arms you with a sophisticated multimodal approach to generating highly profitable leads. Brian Carroll, CEO of InTouch Incorporated and expert in lead generation solutions, reveals key strategies that you can implement immediately to win new customers, accelerate growth, and improve your sales performance.

You'll start by defining your ideal leads and targeting your ideal customer. Then, you'll construct your lead generation plan, a crucial ...

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Love in the Time of Cholesterol

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More About This Book

Overview

Lead Generation for the Complex Sale arms you with a sophisticated multimodal approach to generating highly profitable leads. Brian Carroll, CEO of InTouch Incorporated and expert in lead generation solutions, reveals key strategies that you can implement immediately to win new customers, accelerate growth, and improve your sales performance.

You'll start by defining your ideal leads and targeting your ideal customer. Then, you'll construct your lead generation plan, a crucial step to staying ahead of your competition long-term. To help you put your plan into action, Carroll guides you step by step to:

  • Align sales and marketing efforts to optimize the number of leads
  • Use multiple lead generation vehicles, including e-mail, referrals, public relations, speaking events, webinars, and more
  • Create value for the prospective customer throughout the buying process
  • Manage a large group of leads without feeling overwhelmed
  • Identify and prioritize your best prospects
  • Increase the percentage of leads who become profitable customers
  • Avoid lulls in the sales cycle

With Lead Generation for the Complex Sale you'll learn how to target prospects early in the buying process and make the most efficient use of sales productivity and marketing resources.

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What People Are Saying

Anthony Parinello
Read this book and take the complexities out of your lead gen activities!
—(Anthony Parinello author, Getting to VITO, the Very Important Top Officer)
Jeffrey J. Fox
Leads are the lifeblood of selling. This book is the lifeblood of lead generation.
—(Jeffrey J. Fox, best selling author of Secrets of Great Rainmakers)
Mike Bosworth
Brian Carroll "gets" that marketing and sales must have a common definition of a lead and a "sales-ready" lead is a targeted decision maker who is curious how you have helped someone with the same job title in the same industry achieve a goal or solve a problem.
—(Mike Bosworth, author of Solution Selling and coauthor of CustomerCentric Selling)
Neil Rackham
If you can't generate a solid flow of good leads, your sales force - and your company - will fail. Yet, for most organizations, lead generation is a hit-or-miss affair. In this well written book you'll find practical and useful tools for building your sales and marketing efforts into a powerful system to generate high quality leads.
—(Neil Rackham, author of SPIN Selling)
Philip Kotler Ph.D
Philip Kotler, Ph.D., S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management/Northwestern University
Carroll has provided a very helpful book for companies that are involved in complex sales. Too many marketing departments provide the sales force with a high number of leads but not with a high number of quality leads. Carroll provides many ideas and lists to help companies improve, manage, and measure their lead generation performance. He does an excellent job of describing the use of the major contact tools for lead generation and nurturing.
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Product Details

  • ISBN-13: 9780071483285
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 12/12/2005
  • Sold by: Barnes & Noble
  • Format: eBook
  • Sales rank: 1,048,669
  • File size: 354 KB

Meet the Author

Brian J. Carroll is founder and CEO of InTouch Incorporated, one of the first companies to provide lead generation solutions for the complex sale and recognized by Inc. Magazine as one of America's fastest growing companies. He speaks to 20,000 people a year on improving sales effectiveness and lead generation strategies. Carroll has been featured in publications including The Wall Street Transcript, Sales and Marketing Management, and Inc.
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Table of Contents

Ch. 1 Essential lead generation 3
Ch. 2 Marketing and sales : one team in the complex sale 13
Ch. 3 Defining your best lead 25
Ch. 4 Lead generation ROI depends on data quality 41
Ch. 5 The value of proposition 53
Ch. 6 Building the lead generation plan - critical success factors 69
Ch. 7 Synergies in tactics 79
Ch. 8 The phone 87
Ch. 9 E-mailing with credibility 99
Ch. 10 Public relations and lead generation 107
Ch. 11 Event marketing 115
Ch. 12 Lead generation on the Web 127
Ch. 13 Lead generation and direct mail 139
Ch. 14 Lead generation and referrals 145
Ch. 15 Blogs, podcasting, and the brave new world of lead generation 151
Ch. 16 Working with your leads 159
Ch. 17 ROI measurement and metrics 167
Ch. 18 Lead nurturing 181
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