The Situation A professional services company had a handful of junior sales reps, all of whom were missing their numbers. The CEO was frustrated because they had a strong direct-mail program that was producing a very high call-in rate. However, the call-in conversion rate was quite low and generating far less revenue/sales than projected. Analysis We went in to study the client acquisition process from beginning to end. Clearly, the direct-mail campaign was working based on the number of pieces that were sent out every month and the high percentage of prospects calling in from each mailing. The sales reps
EVERYTHING You Know About Marketing Your Small Business Is WRONG!
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