Prioritize to Boost Sales
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It is easy to create or buy a
list of prospective buyers for your titles. But any list is comprised only of
suspects, names of people who might fit the description of those in your target
audience. You will waste time and money if you act on the assumption that
everyone on a list has the same need and desire to purchase your books. By
using a simple two-step process, you can remove the names of those with no
interest in buying your products and devote your marketing attention to
contacting prospects who are relatively likely to buy.
The process involves ranking
potential buyers. Everyone begins as a suspect, simply a name on a list. As you
see how suspects fit your criteria, you either remove them from your list or classify
them as qualified prospects. Once they buy, they become customers.
Step One: Qualify
Evaluate each name on a
list in terms of buying criteria.
size of your opportunity. Some
people may buy one book at a time, while others have the potential for buying
books in large quantities. Those in the latter group are more desirable
prospects. For example, an online niche bookstore might buy one copy of a title
for display on its Web site and purchase single copies from you as sales take
place at the site. By contrast, a company that buys a book to use as a premium
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