You want to succeed in business-to-business direct mail sales lead generation if you master three calculations, and your response rate is not one of them. Your reaction will says only a small part of what you are doing is correct.

I suppose you have a sales force and the use of what is essentially a two-step process of sale. Before you create a sales lead. So close your sales force, leading to a sale. But how can you understand what level of response rate thatdo you want? Looking at three of the key figures in the B2B direct mail lead generation, ie bring serious, the employment rate and close rate.

A qualified guide rate

Your qualified guide is the percentage of all searches that are ready for a seller to meet. In other words,. The percentage of all drivers who are also qualified prospects If only 100 missing 25 of them are qualified (you can not afford to offer, has the power to purchase, you must selland is ready to act in time), then your qualified guide average is 25%. Good for you!

Appointment Frequency

This appointment is the percentage of qualified leads that result in a contract of sale or demonstration. There are many reasons, not all contacts, meet with your sellers. The average is 30%. Thirty percent of qualified contacts to meet people with the sales.

Exit rate

Now ratepercentage of sales appointments resulted in a sale. Sometimes this number is expressed as a percentage. If you have two of the four prospects you meet, your rate close to 50% or two of the four. Average in most industries is 25% or one out of four.

As you can see, the key issues for the production of B2B direct mail lead is not "What is our response rate would be?" If you have a small sales force and high rates of close, you can be happy withlow response rate. But if you have a large effect and low sales close rates, you need a higher response rate.

The secret is to remember that your direct mail response rates tell how successful you must generate leads and no more. How good are you on the run leads to paying customers is a different story.

© 2006 Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including theAuthor "message).

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