frame your value propositionI receive emails weekly, if not more often, from shysters offering lead generation services. I also talk to clients who have very high enquiry rates, thanks to their high advertising budgets but achieve a low proportion of qualified enquiries. This is the third of 10 THOUGHTS addressing strategies for maximising qualified enquiries […]

frame your value propositionI receive emails weekly, if not more often, from shysters offering lead generation services. I also talk to clients who have very high enquiry rates, thanks to their high advertising budgets but achieve a low proportion of qualified enquiries. This is the third of 10 THOUGHTS addressing strategies for maximising qualified enquiries and genuine prospects. I would define a qualified enquiry or genuine prospect as one where there is a better than 50% likelihood of conversion. I also recognise that there is usually a sales funnel, and acknowledge the importance of minimising time wasted on unqualified enquiries in that funnel. Recent research by Adobe found that – 57% of email recipients consider a message to be spam if it isn’t relevant to their needs. Another study found that personalised emails have a 14% higher click-through rate. While these findings are specific to email, the implications are equally…