SalesGenie is big, they’re splashy, they advertise on the Super Bowl regularly (not necessarily the best use of money for a company in danger of losing their listing on the stock exchange). But are they a good source of leads?
I’ve seen lots of people on forum after forum, suggest using SalesGenie or InfoUSA lists. One word: DON’T.
I’ve also seen customers report error rates as high as 27%! (the error rate, or returned mail, should be closer to 2 or 3%).
Their lists may look cheap, but they’re not a good value.
Remember, the list is the most important part of your mailing. It accounts for 40% of the response you get (the rest is the design, the copy, and the product offer).
SalesGenie data is compiled. That means it’s pulled from directories, web site listings, and other relatively static sources that don’t update very often. It also means that none of the people on those lists have raised their hands, saying, “Help me, I have a problem” or “I’m interested in your product.” It’s a cold contact; the least likely to do something. It’s a list of names, not a list of prospects.
This will increase your costs (more printing, more postage, more phone calls, more emails) and decrease your response.
Whether you’re mailing, or emailing, or telephoning, or placing an ad, the people you want to reach are people who have specifically requested information and messages from you or someone like you. You want prospects who have already bought something (or expressed interest in something) similar to your product, and have purchased it from a place that sells similar things in a similar fashion.
That seems a bit one sided. I’ve used SalesGenir for 8 months, and it’s pretty good for phone prospecting (I sell mostly P&C and prefer to work by phone… so I can’t comment about the direct mail).
Also, I’m sure they didn’t advertise during the Superbowl this year, so I’m not sure who you have them confused with. They did in the past, but not this year (there has been a lot written about companies who haven’t advertised this year… and why).
I’d say that SalesGenie is probably my second best source of leads, after my web site.
Mike – Boston.
Hi Mike,
You’re right, they didn’t advertise this year, but they have in the past. My point is that many businesses (particularly small ones), turn to Sales Genie, when there are far better sources of business. SalesGenie, like all compiled lists, doesn’t contain people who recognize they have a problem, want to do something about it, or even just want information.
Isn’t better to talk to people about something they’re already interested in? That’s relevant?