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网球月刊——致胜秘诀(五十九)
海特网球商城 / 2014-09-19

 Marketing Tip

Follow Up on Leads

Companies pay large sums of money to “cold call” on potential customers, whether it be through door hangers, telemarketing, or advertising on radio, newspapers, or television. From this “cold call” effort, the expectations are very modest. Just a small percentage of responses can be worthwhile since the promotion is to such large numbers of people. The opposite of such a large and widespread advertising campaign is to work on your existing “warm” potential customers. Who are these? Think of it this way. Every person who calls or walks into your facility to inquire about the program is immediately on your “warm” list. They are interested and your chances of converting them into regular customers are much greater than the person contacted through a “cold call” campaign. Once on your “warm” list, a potential customer may even appreciate receiving a telephone explanation, a post card or email reminder, and then a follow-up call to maximize attendance.

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