Offering the right product to the right customer and then delivering on the performance. I had a call a few weeks ago that offered us advertising to reach our target market. I quickly said we would do a trial buy. Now all they have to do is deliver on the performance and we will buy advertising from them as long as it performs.
Either this salesmen did a great job prospecting. Or he just got lucky. But three things stood out for me. First, he was offering me something to help me grow my business that was performance based (CPC). Second, it required little work for me and third, the performance can easily be tracked by our reporting system (converted to a CPA).
When all of these things line up, we will do a test buy.
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