Close-up on discussion. Close-up of people communicating while sitting in circle and gesturing

Fulfilling Leads Appropriately Fulfillment Refers.

4. Fulfilling leads appropriately to the methodology and process

Fulfilling leads appropriately over the years, the fulfillment process has evolved from one-size-fits-all postal delivery (of, say, a catalog or capabilities brochure) to customized postal and e-fulfillment based on area and level of interest, media source, quality scoring and the like.

The purpose of your fulfillment efforts should be to:

  • Quickly acknowledge the prospect’s response.
  • Take the prospect deeper into the interest / buying cycle, providing more detailed information on products or services of interest, including product information, data sheets and links to interactive sales or product demos.
  • Establish credibility for your organization through higher-level brand positioning.
  • Provide another opportunity for the prospect to self-qualify as sales-ready.
  • Identify the specific individual or organization responsible for sales follow-up.

The case for snail mail

While the world continues to move towards online communication, we believe that there is real value to using both e-fulfillment and sending printed material to prospects that best meet your requirements

  • Hard-copy materials serve as a more tangible and constant reminder than electronic files.
  • Many of your competitors may stop sending traditional mail, so your material will function
  • Personalized postal fulfillment protects against spam filters and / or simple email fatigue.

Read more : New Business Opportunity : Mapping the Sales Cycle