lead

Examples of lead in the following topics:

• Channel Power, Control, and Leadership

  • Given the restrictions inherent in channel leadership, the final question is "who should lead the channel?
  • Under which conditions should the manufacturers lead?
  • The wholesaler should lead where the manufacturers and retailers have remained small in size, large in number, relatively scattered geographically, financially weak, and lacking in marketing expertise.
  • The retailer should lead when product development and demand stimulation are relatively unimportant and when personal attention to the customer is important.
  • Describe why manufacturers, wholesalers and retailers take the lead in channel partnerships

• Identifying Prospects

  • Prospects are usually labeled as sales leads, which can eventually be converted into contacts and opportunities.
  • For sales prospecting to be an effective component of integrated marketing communications, organizations implement sales methodologies to qualify and track the conversion rate of sales leads.
  • These systems are also used to map the different marketing communication touchpoints that help funnel leads into the organization's sales process.
  • After researching and identifying their target market, organizations use promotional tools including cold-calling, trade shows, direct mailings, product seminars, webinars, and advertisements toward leads generation.
  • Many organizations focus on building a strong web presence using effective search engine optimization, along with both traditional and digital communication channels, to generate new leads.

• Client-Based Relationships

  • Client-service providers aim to build a level of trust with clients that leads to long lasting buyer-seller relationships.
  • Therefore, the service provider should listen to the needs of the customer, fulfill them through the appropriate service offering, and build a long-lasting relationship that will lead to repeat sales and positive word-of-mouth.
  • Thus they offer greater scope for customization according to customer requirements, potentially offering increased satisfaction and leading to higher customer retention.

• Creating a Marketing Mix

  • If you want to get 50 new leads a month, you're going to have to employ more aggressive tactics than if you only wanted to get 10 new leads a month.
  • If you want to get 50 new leads a month, you're going to have to employ more aggressive tactics than if you only wanted to get 10 new leads a month.

• Selecting Marketing Channels

  • Given the restrictions inherent in channel leadership, the final question is always "who should lead the channel?
  • Under which conditions should the manufacturers lead?
  • While the answer is contingent upon many factors, in general, the manufacturer should lead if control of the product (merchandising, repair) is critical and if the design and redesign of the channel is best done by the manufacturer.
  • The wholesaler should lead where the manufacturers and retailers have remained small in size, large in number, relatively scattered geographically, are financially weak, and lack marketing expertise.
  • The retailer should lead when product development and demand stimulation are relatively unimportant and when personal attention to the customer is important.

• Growth

  • Promotion is increased beyond the initially high levels, and word-of-mouth advertising leads to more and more potential customers hearing about the product, trying it out, and--if the company is lucky--choosing to use the product regularly.
  • Increased competition leads to price decreases: price wars may erupt, technology may get cheaper, or other factors can ultimately lead to falling prices.

• When to Modify Products

  • Unpredictable forces such as mass contamination can lead to product recalls, and the modification or destruction of large quantities of products.
  • In 2007, millions of toys manufactured in China were recalled due to discoveries of lead paint and fears of lead poisoning in children.

• Following Up

  • Following-up will build customer satisfaction, maximize long-term sales volume, and if a sale has not been made, it may lead to a sale.
  • Contact post sale shows that the customer matters and may lead to future and repeat business or referrals

• Competitor-Based Pricing

  • It can lead to price wars.
  • Focusing on market share does not necessarily lead to maximum profits.

• Creating Sales Force Structure, Territories, and Goals

  • Creating the proper sales force structure, territoires, and goals leads to customer, sales force and firm satisfaction.
  • Too much work can cause the sales person to neglect some customers, while too little could lead to over-servicing the customers.