Q.Last week you mentioned that “pull” selling is when you create demand at the user and pull the business through the sales channel. What are some examples of ways to create “pull” leads?

A. “Pull” selling involves creating end user demand. The types of activities that create end user demand include Trade Shows, Mailings, Advertising, Call Centers, Project Databases (IIR, Dodge), Web Sites amongst others (see chart). What differentiates these leads is that they provoke the user to contact the manufacturer or distributor as a result of the promotion.

Pull selling can be inefficient if it is not focused on a focused customer set. Often, it is difficult to associate new business with pull selling techniques but a good lead system will help you to associate inquiries with a given promotion.

Interlynx Systems can help you to manage your entire sales lead process including “closing the loop” on each. To learn more, click here.

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