Are You Referral Ready?

Email is a key point of influence for consumer purchase decisions, according to the Microsoft Digital Advertising Solutions research released in January 2007. The findings suggest that many of consumers’ major decisions are influenced by email conversations with friends and family and point to the medium as a place where marketers can insert messages that might impact consumers during the decision-making process.

Other findings:
* 45% of frequent online users say email is their primary form of communication.
* 66% of male and 81% of female respondents discuss social arrangements (what films, concerts, or events to see or where to eat) via email.
* 41% of men discuss financial services purchases via email.
* 77% of women discuss travel plans via email.

For more information, click here.

We talk a lot about teaching our sales force how to promote our products and services in face-to-face situations. But when was the last time you gave someone an e-mail script about how to approach potential referrals? Something to think about.