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FAST
ACTION AND SAVING MONEY USING THE NET - WEB SMART COMPANIES
With
the slowing economy, there is renewed emphasis on cutting
costs, getting an immediate return on any spending and
still serving customers better. Many businesses in the
United States are taking advantage of the Internet's
immediacy to gain a competitive advantage. Companies
in a sales squeeze are creating Permission Marketing
campaigns while others are providing customer shipment
status on their web sites to provide better customer
service at a lower cost. According to a Business Week
article, Harrah's saw their hotel occupancy fall by
25% in Las Vegas as a result of the September 11th attack.
They formulated and sent emails with bargain offers
and links to online reservations that brought occupancy
up to nearly 100% by September 30th. Simply not possible
using a traditional snail mail campaign and at a fraction
of the cost.
This month's Newsletter highlights
another success story from our client files that may just
apply to your organization.
Lead Management System
The Problem:
Like many of you, our client spent
a lot of money getting leads from their web site, industry
magazine ads, Conference and bingo cards. It took them
an average of three weeks to get those leads to the sales
people. By then, many of the leads were cold and so an
expensive resource was going to waste.
The Solution: Our
analysts studied the situation and devised an innovative
Lead Management System that did the following:
- Collected
leads from all sources through a browser window interface.
- Assigned
leads to a Regional Manager automatically by providing
an email with embedded links so assignment to a sales
rep was easy and recorded in the leads data base.
- Notified
the appropriate sales rep by email and again embedded
links in that email allowed the rep to update the
leads data base automatically.
- Reminded
the sales rep by email if they didn't close the lead
within a few days and provided a link so the updating
would be easy.
- Collected
lead disposition information in a data base automatically.
- Downloaded
the data base into the companies contact management
software
- Provided
Marketing Effectiveness reports by campaign, by sales
rep, by region and by lead source so the company has
a running marketing effectiveness measurement.
 The
Payoff: Best
of all, leads are now delivered instantaneously by email
and closed within 72 hours. The sales people love it and
prospective customers are impressed at how quickly they
get a call from the local sales rep. In addition, we are
building a data base of interested prospects who welcome
future product updates, announcements and news releases.
Compared to some of the CRM solutions available in the
market, our approach is available at a very modest cost.
If
you'd like more information about the Lead Management
System or would like to talk directly to our client, just
let us know.
And
you're that much closer to building a competitive advantage
for your company.
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