Exchange Information of Value When Marketing to Prospects!

By Andrew J. Birol, President, Birol Growth Consulting, Inc.

If you sell a product or service to another business, you know it is critical to establish and maintain a meaningful dialog with prospects. While this is often expensive and can be awkward, lessons can be taken from some of the better Internet web sites, as well as more traditional methods.

An example from the Internet is as follows. Once a prospect or other interested party has been successfully urged to visit a web site, they are often asked to register their e-mail address to receive ongoing information of value. The new "e-term" for this is "permission marketing." is a good business-to-business example of this.

Before the Internet became popular, this process was known as exchanging information of value. A familiar example is the out-bound telemarketer who calls to offer a free informational seminar or white paper in return for an executive’s commitment of time and interest.

Regardless of the buzzword or what medium is used to disseminate information of value, the process is the same. Establish a dialog with your audience, offer value, deliver what you promised, and hopefully, you will build better relationships. The right medium will also help you break through the clutter caused by information overload.

Hopefully this newsletter, Focus. Accomplish. Grow., is an example.

Here are some interesting statistics from the effort:

  • 50% of the business cards in my rolodex/database already included an e-mail address
  • My assistant obtained e-mail addresses from another 35%. When contacted for an e-mail address, only one individual declined to provide it. This was most flattering and confirmed the value of first establishing personal relationships and then maintaining them with technology.

  • The effort involved in sending this newsletter is split between maintaining the e-mail addresses, writing/editing the issues and producing the final mailing using Microsoft Word and Outlook.

  • The biggest challenge is to provide you with a reasonable amount of useful information.
  • The feedback has been great (over 100 responses) and the value to my business has been high (several leads for consulting, speaking, writing, training and testifying).

Perhaps making an offer to exchange information of value would help your firm to find, keep and grow more customers?


Articles by Birol Growth Consulting are © copyrighted and all rights are reserved. However, articles may be reprinted with prior written consent if attribution is included as follows:

© Copyrighted by Andrew J. Birol, President of Birol Growth Consulting, who helps owners grow their businesses by growing their Best and Highest Use ®. Andy can be reached at (412) 973-2080 , by email at, or on the web at

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