Most firms have hundreds of potential targets sitting on their database. Taking direct action using target development research can really deliver returns.
Historically, all responsibility for direct selling has been with the partners. Marketing departments work to equip partners through direct marketing, events and provision of information. The cold calling is left to the fee earners to fit in among their already busy day. Not surprisingly, few targets actually end up being contacted. In most industries, experience has shown that follow-up calls need to be made to achieve any kind of success.
