Salesman Day in the Life: Demand Creation


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The salesman wrote an info piece. He got this Sales Lead Generation Guide and did what it said. The piece wrote itself. The salesman listed 10 pains believed to trouble prospects. He then added a sentence or two describing the remedy for each ache. He was crafted the piece to be informative not salesy. He put the logo on top. His contact information down below, even offered another info piece above the footer just like the guide told him to do. Now he had his content or informational widget. Now all he had to do was the teaser.

The teaser was desrcibed well in the lead generation guide. All he did was take the example on page 2 and changed the words around. He described his informational piece, using brief sentences, he bulleted 4 main values which the guide may bring to the reader and wrote how the guide could be had for FREE, to all that ask for it, at this number or this email, or fax your request or fill out a form on this website. The teaser looked good. The sales lead generation article told him to do 2 teasers; an A and a B, and suggested he split test the response, B would come later, He wanted to let fly with the A teaser lickety split.

Kinkos banged out 100 teaser copies, soon to be mailed to top prospects, handed to him by the pretty copy gal, still warm. He smiled at the gal thinking she was warm too and mental noted to do more copies at this Kinkos and started to stuff letters. The sales guide did describe alternatives to stale old business envelopes. But since he blew the marketing budget at Starbucks that morning, business envelopes would do.

Next stop US Post to get the guide injected into Vitos world. Vitos for you laymen are very Important Top Officers, the guys and gals that hibernate in corner offices at prospects in his patch. He imported the target lead list into his online sales tool, created a lead source, direct_mailXX, and planned the call campaign to begin 4 days after this mailing.

He re-read the lead generation guide to see what he missed. He now convinced the web guy to put the teaser on the website, front page no less. A simple mailto would send lead data right to him. He then planned a visit to the copy gal to print a couple hundred more teasers for the tradeshow next week. He emailed the teaser, with explanation and a value prop to his sales partners, manufacturers reps and distributors. He told the partners to give this a try. He got permission to mail the teaser to the company’s customer list, send to the inactive customer list and got the teaser in the quarterly newsletter to be mailed soon.

He took a deep breath, the exhale brought 4 more teaser posting ideas and he reached for his Starbucks. He had work to do.


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