ASHEVILLE, NC — Small businesses could be throwing away sales, according to marketing pro Barry Silverstein, and he wants to do something about it.
“Every business depends on fresh prospects, and social media makes it easier than ever to generate leads,” says Silverstein. “But most small businesses fail to qualify prospects effectively, so they could be throwing away sales.”
The solution, says Silverstein, is to develop a lead qualification process that matches the way consumers buy today. “The purchase consideration process is subject to many more outside influences because the consumer has access to so much information in real time,” Silverstein says. “This information shapes the prospective buyer’s view of the product in new and different ways, and it makes lead qualification complex and even volatile. Businesses have to work harder at understanding where a buyer is in the purchase consideration cycle.” Read more »