Business purchases are rarely spontaneous. Industrial component purchases can take as long as 18 months from initial prospect contact generated from advertising. Ongoing communications to your prospects on regular basis keeps up the level of awareness your company and its products.
It helps to think of your prospects as an orchard. You invest in advertising to plant the seeds of interest and awareness. The fruit you pluck are the sales made. But what happens in between the planting and reaping? The answer, if you are a smart farmer, is attendant care and feeding during the time needed for the blossoms to ripen into fruit. Your own E-newsletters and promotions work to keep those prospects engaged with you while design and purchasing decisions are being made.
And don't forget that regular communications to your customers pays dividends as well. It helps to keep them on the books as "current" customers versus "past" customers.
Samples
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