 The prospect sees your ad. Great widget... exactly what he needs. He
calls your toll-free number for details. Two weeks later, your mailroom packs up a
full-line catalog, technical literature on everything you make and price sheets good for
the next six months. You add a friendly cover letter, thanking him for his interest, and
inviting him to call anytime. What more can you do?
Research shows more than one-half of all b-t-b ad inquirers have a
specific purchase in mind. Yet it takes a median of 42 days for suppliers to get
information to them. Nearly one-half say the information came too late to be useful;
almost a fifth receive no response at all. Just one-quarter are followed up by a sales
call.
Prospect receives a package in the
mail. That company sounds familiar. What's all this literature? Don't have time to wade
through it now - need to install this new widget. Saw one I really liked a couple of
weeks ago; wonder why the company didn't get back to me? They should have known I needed
one right away. This one will have to do.
L&A's Integrated Marketing Partnership is
a multi-media communications program that focuses client staffing and resources on making
certain every inquiry is fulfilled quickly, every lead is qualified and no prospect is
left at a dead end. Agency personnel provide support services where needed.
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