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Insights | May 31, 2024

Are both of your prospecting tracks working for you?

For some leads, the first contact you have with them will be in person and the relationship will stay that way almost exclusively until (or even after) they become clients. But there are many others for whom remote communication is more convenient.

What this means is you have two different tracks, in-person and digital, that need to be optimized as you pursue your growth goals. Notably, these are distinct from prospecting channels, like your referral channel or direct marketing channel, both of which could include leads from either track.

So in order to capture as many opportunities as possible, you need to ensure that each track is built to provide a polished experience with no weak points.

This means having one set of collateral that will make the right impression in person, and another set of digital collateral that is designed to be viewed online. Neither set of touch points should feel like an afterthought, and every lead, no matter how they were acquired, should experience the same level of professionalism right from the start.

If you have strong online tools for prospecting, ask yourself if you’re as well-equipped with in-person leads. And if you have impressive print collateral, consider whether the value of those materials is getting across to those who are viewing them remotely?

Reach out to us if you’d like to learn more about digitizing in-person collateral and bolstering your digital marketing arsenal.

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