Sales leads – Issue press releases and newsletters

NewslettersIn our never-ending quest to help you uncover more sales leads for your sales funnel, here is another addendum to “Where do sales leads come from?“.

What we’re talking about here is authoring press releases and newsletters for all your adoring fans – and those that don’t adore you yet.

I’m a firm believer in the power of press releases and newsletters. I gathered hard data that showed a sharp increase in inquiries, and resulting orders, immediately after releasing a press release or newsletter.

A word of caution here – make sure that you have your client’s permission before mentioning their name or even giving any clues as to who they are.

A quick story is in order here, as this is an important point. I was selling into the medical device industry, which is very secretive by nature. My competition was pumping out press releases left and right (literally a few per month) bragging about all the clients that they picked up. I knew the fingered customers would be fuming mad, so I followed up with them innocently congratulating them on the positive press release. Most of them flew off the handle and invited me in to become the major supplier for the program. Interestingly enough, that company still regularly puts out inappropriate press releases.

The beauty of a press release is that you control exactly what is said and they are typically short and sweet – although that doesn’t mean they don’t take some time to craft. The downside is that you can’t guarantee its publication or that your prospects will ever see it.

A newsletter, on the other hand, is much more involved in technical detail. I’ve found newsletters to be wonderful tools of conveying your capabilities to your customers. Many times I’ve gotten busy and let a newsletter slip by a few weeks and would get emails from clients asking me where their next free installment is. The key here is to not make it salesy. It should be informative, lighthearted, and possibly highlight case studies if you customer will allow it.

If you’d like to see an example press release and newsletter, please email me at Eric.Bono@EngineersCanSell.com and ask for a free sample – I’d be more than happy to send you one over.

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1 comment so far ↓

#1 Sales leads on 05.06.08 at 5:24 am

Yes, This a best Idea. I hope it will be an easy process to do so.

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