Advertising and promotions to obtain leads are expensive! And yet it is hard to get new business without it. The trend has been toward smaller companies hiring advertising, promotion, and public relations staff for not only mailers and print journalism, but online media with the most popular social media which is basically very low cost. The emphasis has turned not just to direct advertising and press releases, but to direct solicitation.
Among the many things to learn about social media is the more often you post, the more response you will receive. You may not get an immediate comment, but the next time you log on, you will find a response. Each of the social media have their own type of followers, so choose one or two primarily, and work it as you would a call to a vendor or potential customer. There is Facebook, LinkedIn, Pinterest, Twitter, and many more. Lessors need to include more information about the use of the new media and mobile devices.
Yes, social media are the latest in tactics to reach prospects, yet many Lessors try to discourage their use. Sales personnel look forward to leads, support, and direction. The question is what kind of support and what direction are you going to give them.
Then they must be directed to approach a market that lies within your capabilities. The new “Cold Calling” is more than just being “online,” it is being of value. Not only allowing your sales staff access, they need more than ever to know what kind of tools will they have access to and how to use them.
I recommend a daily sales meeting, as the automobile dealerships have been doing for years. It is not only to go over business, but give encouragement as well as to present topics to educate them about their product.
If the sales force is disbursed, having more regular meetings at a regional location or at the home office is as important. Becoming more common today are video meetings via Skype bringing in all those involved in sales support; computer and mobile device.
In addition to being fully trained and capable of pricing a lease, the sales staff must gain the lessee’s confidence regarding capable of servicing their needs. Repeat business is the most effective way to build a strong leasing activity.
Obtaining business in this world of technology is becoming more and more difficult for direct sales. Knowledge of your product is more important than ever.