Start small to get the biggest improvements in your company's sales

摘要

Do you want to build steady streams of qualified leads for your sales force? No matter what kind of marketing you use: direct mail, telemarketing, print ads, radio or TV— the same rule applies: test everything before spending big money. "Testing" is an ugly word. Why? Because testing direct mail, phone scripts and sales presentations require discipline, diligence and patience. You can only test one variable at a time if you want to get it right. This means that if you change a headline, you can't change anything else.