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Article
Publication date: 1 February 1989

Richard W. Erschik

Proposes a new qualifying procedure for handling sales leads toreplace traditional inquiry/lead management methods. Offers ways ofturning an inquiry into a lead, and qualifying…

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Abstract

Proposes a new qualifying procedure for handling sales leads to replace traditional inquiry/lead management methods. Offers ways of turning an inquiry into a lead, and qualifying and grading leads. Demonstrates the benefits of qualifying approach. Compares booth‐qualified leads with telephone qualified leads, and concludes that advertising pays off when they are followed by effective inquiry qualification and lead management techniques.

Details

Journal of Business & Industrial Marketing, vol. 4 no. 2
Type: Research Article
ISSN: 0885-8624

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