Managing a Sales Campaign

Although each project varies, some activities are fundamental to every sales campaign. Tackling those tasks - prospecting, gathering information and sending literature - will be at the core of your efforts.

Although each project varies, some activities are fundamental to every sales campaign. Tackling those tasks - prospecting, gathering information and sending literature - will be at the core of your efforts. These tips will help you manage your sales campaigns more effectively:

Focus on the front end of the sales process. You should spend half your selling time on prospecting - developing leads, qualifying prospects and identifying needs. This ensures that you always have qualified leads in the pipeline, and it prepares you for overcoming objections and closing sales. Read more about the special processes of lead generation in Finding New Sales Prospects.

Gather information at each step. Compiling a list of qualified leads early on is just the beginning. Use every interaction - whether it's a cold call or an appointment - to learn as much as you can about the prospect's situation, needs and preferences.

Follow up. Don't let prospects fall through the cracks. Successful selling is a follow-up game: You need to be proactive and persistent. For example, if a prospect asks you to call back later, set a date and time for the call. If you say you'll send literature, do it immediately and indicate when you'll call to discuss it. Maintain regular contact with key prospects and you'll be well positioned when they're ready to buy. To polish your skills in the follow-up call, read Make Winning Follow-Up Calls that Turn Prospects into Clients.

Document the process. Keep reports on calls and visits so you can track and analyze each contact with a prospective customer. Note what transpired and what your next step will be. At regular intervals - daily, weekly or monthly, depending on the nature of your business - assess the status of each prospect and update your plan to close the sale.

Find more information on generating sales leads for your business at AllBusiness.com.

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