An old chestnut that keeps coming up is the idea that it is possible to identify the origin of a sales enquiry which led to an order. This is a search for a single promotional action which if only we could identify and repeat it would lead to 100% promotional efficiency – in short a magic bullet for sales.
To mix my metaphors, it is like the holy grail – unreal and unobtainable even in these days of information technology – we simply end up drowning in data. But as we know each sale results from many points of contact and each buying process is dependant upon different criteria, so I believe we would be better off searching for the patterns of actions that most often lead to success and becoming skilful in negotiating them to our hoped for endpoint.
See how we do this – and how we can answer other questions on PR and on Blogs and Social Media.
