It’s About the Sites, Not Just the Names!

Keep it real time and present it to the rep with an incoming call. You have a powerful online database update tool, a site history picture and a sales tool combined.

5. Drop an inactive name, but never drop the associated site. Chances are the site (i.e. a hospital or office tower) is still there. Mail a functional or humorous title slug like “Office Manger Who Walks on Water.” Develop reactivation programs to reignite the site.

Taking the site view becomes more important when you sell fewer sites (i.e. hospitals), but multiple people per site (i.e. orthopedics, radiology, admissions, trauma, etc.).

Terence Jukes is President of B2B Direct Marketing Intelligence, Inc., a strategic consultancy based in Fort Lauderdale, Fla., that services clients in the U.S., Canada, France, the U.K. and Germany. You can reach him at (954) 566-4451 or www.b2bdmi.com .