Backbone Magazine - Selling against the goal<br />How corporate sales professionals generate the leads they need<br />Kendra Lee

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Selling against the goal
How corporate sales professionals generate the leads they need
Kendra Lee

April 21, 2008

By Reg Nordman

Take this book and Brian Carroll's book and you pretty well have the complete package of lead generation activities. Lee goes into detail and depth to give the sales professional a high value resource. If you just started with medium to large sized firm in sales, this book is a road map to high performance sales. It does assume two things, that you know how to sell and marketing is doing its job. These two assumptions apply so rarely to the small to medium business.

Another place where you will run into an issue is that sales people are not good at creating good content and copy for lead gen programs. Its not in their genes. Of course they think they do. (I certainly did until it was proven over and over to me.) Most of Lee's copy examples are quite good, but some illustrate that fatal flaw about salesmen, they sometimes forget that to get customer interest you do not start out talking about the company or yourself. So although this is a must buy book for sales people, it does not address what you need in regards to great copy. You should marry your work laid out in this book with a peer who understands compelling marketing copy. Of course as a sales person, you could not tell the difference at first in compelling copy.

Selling against the goal
How corporate sales professionals generate the leads they need
Kendra Lee
2005
ISBN 1419508253

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