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Web tips: Responding to white paper inquiries

Once someone has registered and downloaded a white paper from your website what is the best way to follow up?


November 11, 2010
by ANDREW SHEEDEN

Once someone has registered and downloaded a white paper from your website what is the best way to follow up?

Here’s how not to do it: You call the prospect, they haven’t read your white paper. You schedule a later follow up call and start chasing them and get nowhere.

Dramatically increase the effectiveness of your follow up by taking these steps:

When you call say, “I know you may not have had time to read my white paper but I was hoping I could ask you a quick question.” Ask: “Are you having any issues with your drill presses or is everything running 100% smoothly?” (Substitute your product in this question). Let them talk. Qualify them based on their answers.

This method works for following up on information packages as well.

Download Seven Steps to Manufacturing Profits here.

Andrew Shedden is the president of Broadfield Communications, a marketing consulting firm that helps manufacturers update and improve their marketing and selling methods. For instant access to over 75 articles, tools, tips and other resources that will improve your industrial marketing visit: http://www.broadfieldcommunications.com.