ABSTRACT

Selling takes over when manager have to interact with the person or organisation that makes contact with client as a result with the purpose of creating trust and a relationship and converting that interest into business. But clients are often not seeking the information they request–they are hoping that short, initial interaction will help them decide whether or not they trust one and want to conduct business with them. The more specific one is in their targeting, the easier it is to make contact with those people having undertaken the necessary research to understand what they need and what messages might appeal to them and the best channels to use to reach them. Some firms are very good at tracking their opportunity pipeline and can calculate, based on past conversion rates and a solid knowledge of their typical sales cycle, the likely future workflow or order book.