Ten Tips on Selling in Europe

• Respect the cultural / business diversity across Europe
• Remember, what works best, is “Global chassis, local body” for marketing your product
• If possible have a localised Web front page for the key countries your are working in
• If you are setting up in Europe, you can organise your team by language rather than by country i.e. German = Austria, Germany and Switzerland
• Have a mechanism in place to “nurture” leads, that are not immediate hot leads, selling cycles can be long in Europe
• Ensure ROI on lead generation through closed loop tracking “70% of leads are never followed up”* especially if you are using Partners to deliver (* source: Gartner)
• Use Partners as a low cost delivery mechanism, also they take the credit risk
• Payment terms varies hugely across Europe with the UK at 30+ days however, Italy can be up to 300 days
• The laws in Europe on anti-competitiveness are very strict, covered by the “Treaty of Rome”

The European market is one of the largest in the world provided you approach it in the correct way

The more precisely you target your audience, the greater number of qualified responses your campaigns will generate. Certainly not rocket science, but often overlooked. That’s why we always start with an in-depth understanding of your target market and draw upon our in-house research team and extensive data and list sourcing capabilities to build the contact lists that are right for you.

“There is only one good way to produce a ‘Rolls-Royce’ prospecting list and that is to get on the ‘phone and check your facts.” The Institute of Direct Marketing.

Moreover, a single medium is no longer adequate to break through to the typical B2B audience. We’ve found that when the offer is reinforced across several media, and effectively used in combination, there is a greater chance of making a connection.

As such, Connection2 researches, designs and executes lead generation campaigns that are data-driven and employ a combination of direct mail, email, web and telemarketing (inbound and outbound).

We find these highly targeted, multi-stage campaigns to be particularly successful.
So, when you need to provide your sales team and/or channel with a pipeline of qualified leads we can design and manage the program that is right for you.

We’ll help you determine the specific campaign objectives, identify lists of target prospects, design and execute an effective multi-stage campaign (with forecast ROI) and provide you with comprehensive lead tracking/outcome reporting.

Our full range of services include:

• Assessing current market and channel strategy and processes, previous direct marketing effectiveness and making recommendations

• Developing campaign plans with budgets and timings
• Sourcing and/or building lists
• Designing and hosting campaign database
• Cleaning/pre-qualifying contact lists through telemarketing and/or email/web

• Designing and mailing a mailer/letter and/or broadcasting an email
• Datacapturing responses (mail, ‘phone, web, email)
• Providing mail/email fulfilment services

• Qualifying responders with telemarketing
• Outbound telemarketing (high value) non-responders
• Classifying leads and forwarding to relevant sales contacts

• Tracking leads and reporting on campaign ROI and performance
• Providing post-sales customer ‘welcome’ letters
• Providing sales contact recognition/achievement mailings
• Running post-sale customer satisfaction survey

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