Hotter Sales, Less Cold Calls --Sherburne

What if you could increase the close rate from 35 percent to 50 percent? In our scenario, that translates to a savings of $20,000, to say nothing of the incremental revenue you achieve from increased sales productivity.

What It's All About

This is exactly why you should care about marketing. To the extent you can pave the way for your salespeople through much less expensive direct mail, telemarketing, public relations and other means of raising awareness about the services your company offers and how those services can translate to a business benefit for clients, you will virtually eliminate the need to spend—in our example—$140 on a cold call that is likely to end up going nowhere.