Avionics News May 2017 - 48
THE LONGER YOU
WAIT TO REPLY TO
Continued from page 47
marketing consultancy, only 20 percent of sales executives
will make more than one call and send a couple of
emails. Fewer still will combine rounds of contacts to
get a prospect engaged. But research by Silverpop and
DemandGen, a duo of digital marketing companies,
indicates a long-term approach yields four to 10 times the
response rate of one-off responses alone. Indeed, these
prospects may eventually find perfectly sound reasons
not to do business with you, including price, value or
convenience. Never connecting with you because your
sales team gave up too quickly shouldn't be one of them.
Among those businesses that manage a follow-up
process that goes from initial contact to nurturing, the
do it all
THE LESS LIKELY YOU ARE TO REACH
DECISION-MAKERS TO QUALIFY THE
LEAD AND DO SOMETHING WITH IT.
messages are often generic and uninteresting. Or they
can be award-winning. The difference is assessing
how well you engage the prospect, recognizing where
each is in the buying process, and developing personal
communication that uses a variety of media.
This all gets back to the permission prospects give
you; reaching out is their way to show they have strong
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