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More Marketing

What if the inquiry you called doesn’t have immediate plans to buy something? Should you trash the lead? Or can you rescue it?

The answer: MORE MARKETING!! Remember that 25 percent of inquirers make a purchase –of your product or a competitor’s—within 12 months. So your job is to stay in front of them and come across their desk when they’re finally ready to make a purchase.

But there’s more to it than that. Your job is also to become a trusted advisor, so that when they buy there’s no question that they’re going to call YOU!

How can you become a trusted advisor? Remember that at this early stage in the buying cycle, the prospect’s biggest need is for reliable, trustworthy information. BE that resource. Continue to mail to the inquirer.

If you don’t have a quarterly newsletter, why not? If you do, excellent. Be sure to add your inquirers to the subscription list. Any time Sage comes out with a new white paper or booklet, send a brief letter offering it to these folks.

Keep an eye out for Interesting magazine articles on a relevant topic and send them a copy with your compliments. A brief hand-written message along the lines of, “Saw this article and was impressed with the author’s grasp of CRM; thought you’d want to see it.”

Make sure that each contact is worthwhile, provides information and continues to position your company as THE expert, trustworthy advisor. You can mail about every six to eight weeks without wearing out the prospect.

Set a reminder on your calendar every month to figure out what you’re going to send your inquirers and make it a habit to send something out every six to eight weeks.  When they’re eventually ready to buy, they’ll be buying from you!


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About Diana.Waterman

Diana Waterman has been specializing in channel-centric marketing in the business management software industry for 14 years. At companies including Autodesk, SBT Accounting Systems, Accpac and Sage Software, Diana has worked closely with channel partners to help them define and differentiate their companies and product offerings, and grow their businesses with effective branding and lead generation efforts.  She has extensive experience in managing channel marketing, advertising and lead generation.

Diana is currently Director of Partner Programs at Sage, responsible for overseeing the Sage Fast Track for Growth program. With now hundreds of Fast Track for Growth graduates as proof, this unique program combines one-on-one coaching and a renewed focus on marketing to help participants achieve greater levels of business growth.

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