Small Business Today Magazine OCT 2014 THE EFFORT COMPANIES | Page 15

EDITORIALFEATURE

3 Tactics to Transform Disinterested

Sales Leads into Buyers
By Craig Klein, SalesNexus.com CEO

W

hatever your business is, you are
probably hyperaware that today’s
buyers are quite different than
they were a few short years ago. 
This is true in both the business to consumer and the business to business worlds. 
Buyers are empowered by information yet
they are thirsty for more information from
you.

Two terms have become part of every marketer’s vocabulary: 

1. Content Marketing
2. Inbound Marketing 

Some say there is a difference between
the terms, but in truth, they are not different at all. 

What it boils down to is this: 
Future customers will only respond to
a company that creates value for their
sales leads before they expect a purchase
from them.
A recent article in Forbes stated that most
businesses focus on the problems of navigating Google and the challenge of beating
competitors while the real battle moves
your indifferent sales leads from the common state of disinterest to taking action to
purchase.
Do You Know Why Sales Leads are Disinterested?
Sales leads are totally overwhelmed by
the number of messages vying for their
attention.  The endless noise causes them
to block out messages about products and
services they might really love.  Instead of
hearing about how you can help them,
they respond defensively.  They resent you
even contacting them and consider any
sales pitch as bad.

A method that has been prov [