Generating leads and closing sales in times of tight budgets

Even with customers delaying purchases and cutting budgets, it's still possible to generate good leads and sales. But the approach may be different. This newsletter reflects our times and offers tips on sales and marketing designed to produce sales faster for less money.

We are also happy to announce our strategic alliance with Integrated Learning Solutions owned by Ann Boland. Ann's company specializes in sales consulting and business development for training/learning companies. Ann was President of Video Arts in the US as well as Vice President and COO of PBS the Business Channel. Our combined services make us the most comprehensive expert resource for strategy, sales consulting, marketing, PR and advertising, specifically for training/learning companies

• Current Issue
• December 2003: Update on Federal Anti-Spam Legislation
• November 2003: Direct Mail Tips
• October 2003: Impact of Spam on Direct Email; Value of PR (Part III)
• July 2003: The Value of PR (Part II)
• March 2003: The Value of Public Relations (Part I)
• December 2002: Reader Feedback on Hawthorne's 50 Tips
• November 2002: Making Sales in a Tough Economy
• September 2002: The Secrets of Effective Communication with Customers, Employees and Partners
• June/July 2002: ROI & Distance Learning
• May 2002 Newsletter: Accelerating E-Learning Adoption Inside Organizations
• March 2002 Newsletter: Trends in the Training & E-learning Industries
• October 2001 Newsletter: Marketing Thoughts
• August 2001 Newsletter: E-Mail Direct Marketing Tips
• June 2001 Newsletter: Marketing E-Learning Inside Organizations
• May 2001 Newsletter: Sales & Marketing Tips for Tough Times
• March 2001 Newsletter: Search Engine Visibility Tips
• February 2001 Newsletter: Trade Show Tips
  
• January 2001 Newsletter: Marketing Tips

• We recommend testing 5000 names per list to determine how well the list works for you.
• Be sure that your URL is prominently featured at least twice before the viewer scrolls and make the offer contingent on registering on your web site.
• Create a special URL on your site where people click to immediately register for your offer.
• The average cost of purchasing and mailing opt-in lists is about 45 cents per name. The goal is to generate leads for follow-up and to grow your house list.
• Market to your house list. The house list is the platinum list of all lists. If you have e-mail names, market to them on a regular basis. Some people use newsletters. Others combine special offers and newsletters.
• Always give customers the opportunity to opt out of receiving your e-mails. You never want to offend a customer.

SALES

When the client says they must postpone the investment, try these approaches:

• "I understand your concern about spending when the sales pipeline looks bleak. But to turn this around, we will need to work harder than ever to break through this log jam."
• " Let's go over the proposal item by item and identify what's critical for today vs. what can be implemented later. "
• "If we begin with small, affordable steps, you won't lose momentum, you will be in the market when others are not and you will be continuing to build for when the market turns around. "
• "We are willing to take a small step with you now to build a relationship that will pay back both of us in the future. "