Red-Hot Cold Call Selling: Prospecting Techniques That Really Pay Off, Second Edition

Newsletters

Another publicity tool that works well is your own newsletter. If your company does this for you, that’s great. However, if it doesn’t prepare a newsletter, consider preparing one yourself and distributing the newsletter to the names on the list that you personally manage. Depending on the size of your mailing list, you may want to consider sending your newsletters to all the names on the list or to just a selection of key contacts—or what I referred to earlier as definitive decision makers. A newsletter can be a very effective device for positioning you as an industry expert, the value of which cannot be overestimated. I prepare my own quarterly newsletter to promote my sales training and speaking activities, and it has been well ...