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Robert W. Bly - The Lead Generation Handbook: How to Generate All the Sales Youll Ever Need -- Quickly, Easily, and Inexpensively

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THE LEAD GENERATION HANDBOOK How to Generate All the Sales Leads Youll Ever Need -- Quickly, Easily, and Inexpensively All businesses need sales. But you cant get sales without getting leads first. This is a comprehensive guide to multiple marketing techniques for generating sales leads in every imaginable way. Filled with samples, forms, worksheets, and other ready-to-use tools, the book covers direct mail (letters, postcards, entire packages, and more) * telemarketing * inquiry advertising * publicity and public relations * seminars and presentations * trade shows * the internet * CD-ROMs and more! Bob Bly explains how to design a lead-generation campaign, create an irresistible offer, monitor and measure results -- and how to turn those leads into sales! ROBERT W. BLY (Dumont, NJ) is a copy consultant and author specializing in business-to-business marketing. He has written lead-generating materials for IBM, AT&T, Grumman Corp., UniSys, and many other leading companies.

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title The Lead Generation Handbook How to Generate All the Sales Leads - photo 1
title:The Lead Generation Handbook : How to Generate All the Sales Leads You'll Ever Need-- Quickly, Easily, and Inexpensively!
author:Bly, Robert W.
publisher:AMACOM Books
isbn10 | asin:0814403638
print isbn13:9780814403631
ebook isbn13:9780585033778
language:English
subjectSales promotion--Handbooks, manuals, etc.
publication date:1998
lcc:HF5438.5.B58 1998eb
ddc:658.8/2
subject:Sales promotion--Handbooks, manuals, etc.
Page iii
The
Lead
Generation
Handbook
How to Generate All the Sales
Leads You'll Ever Need
Quickly, Easily, and Inexpensively
Robert W. Bly
AMACOM
American Management Association
New York Atlanta Boston Chicago Kansas City San Francisco Washington, D. C.
Brussels Mexico City Tokyo Toronto
Page iv
This book is available at a special
discount when ordered in bulk quantities.
For information, contact Special Sales Department,
AMACOM, an imprint of AMA Publicaitons, a division of
American Management Association,
1601 Broadway, New York, NY 10019.
This publicatiion is designed to provide accurate and authoritative
information in regard to the subject matter covered. It is sold
with the understanding that the publisher is not engaged in rendering
legal, accounting, or other professional service. If legal advice or other
expert assistance is required, the services of a competent professional
person should be sought.
Library of Congress Cataloging-in-Publication Data
Bly, Robert W.
The lead generation handbook: how to generate all the sales leads
you'll ever needquickly, easily, and inexpensively!/Robert W.
Bly.
p. cm.
Includes bibliographical references and index.
ISBN 0-8144-0363-8
1. Sales promotionHandbooks, manuals, etc. I. Title.
HF5438.5.B58 1998
658.82dc21Picture 2Picture 3Picture 4Picture 598-6003
Picture 6Picture 7Picture 8Picture 9Picture 10Picture 11CIP
1998 Robert W. Bly.
All rights reserved.
Printed in the United States of America.
This publication may not be reproduced,
stored in a retrieval system,
or transmitted in whole or in part,
in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise,
without the prior written permission of AMACOM,
an imprint of AMA Publications, a division of
American Management Association,
1601 Broadway, New York, NY 10019.
Printing number
10 9 8 7 6 5 4 3 2 1
Page v
To
Paul and Carolyn Mazza
Page vii
Contents
Introduction
xi
Acknowledgments
xiii
1. Lead Generation: An Overview
1
Picture 12
What Is a Sales Lead?
1
Picture 13
The Purpose of Leads
2
Picture 14
Who Values Sales Leads?
3
Picture 15
The Lead Generation Mind-Set
4
Picture 16
The Lead Generation Components
5
Picture 17
Integration of Lead Generation Into Your Sales and Marketing Program
8
2. Planning a Lead Generation Campaign
10
Picture 18
Marketing
10
Picture 19
Lead Generation Specifics
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