Knowing the right information about customer prospects should make salespeople more efficient by:
1. Reducing the length of each sales call, thereby
2. Increasing the number of calls within a given time period,
3. Allowing salespeople to select more productive calls, and
4. Initiating, building, and maintaining relationships with valued customers.
The question is, “What is the right information?” The right information is what most readily identifies customers as ticket buyers. In this same issue, Russell Scibetti outlines the core elements of lead scoring within a database according to the customer’s Affinity, Ability, Action, and Area. Those data buckets are a good way to think about the kinds of information needed.