Bulletin photo by Kareya Saleh

Sales blogger:
More customer information
is path to improved ad sales

By Pranav Temburnikar
Bulletin Staff

Before picking up the telephone, marketers should research their target audience to create a meaningful conversation and drive people to the product they’re selling, said Emma Brudner, who writes for Hubspot, a Cambridge, Mass., marketing company.

During “Cold calling is dead: Now what?” – a workshop held Friday, Feb. 19, at the New England Newspaper and Press Association’s winter convention – Brudner discussed personal approaches to marketing, such as tapping into the interests of a particular buyer. Knowing more about potential buyers than just their names can be more effective in getting them to consider a product pitch, she said.

“Engage this person by learning about his or her needs, and when you get to a point where you can present (your product), tailor it to their … specific need,” Brudner, who writes a sales blog on Hubspot, said.

Gathering just basic information about a person, such as his or her name and company, and sending emails with only product information will not generate any responses, she said.

Brudner said that, with such an approach, she would question why the salesperson was emailing “me specifically and at this specific time,” Brudner said. “Why would this benefit me?”

Companies have a variety of ways to learn more about consumers, she said. For example, there are tracking tools that can send alerts to a company when someone opens his or her emails, she said. That would help in learning what type of products people are more willing to consider.

“Pick up (a phone) and call that person immediately after they open that email,” Brudner said.

A seller should ideally send no more than five to seven emails in total to a particular person and should vary the message every time, she said.

Other ways to grab a prospective ad buyer’s attention include connecting through social media and following up on referrals from customers, she said.

Asking people what they think about a particular product will help not only in generating a response, but also in gathering information on how to make the product better, she said.

Finally, companies should send “break-up” emails to customers saying that they won’t be sending any other emails to them until they hear back, Brudner said. If customers are really interested in the product, they will contact the company. If not, there is no reason to keep sending them emails, she said.

POSTED 3/31/16


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