If establishing and nurturing client/customer and prospect relationships is important for your business, then a key part of your sales & marketing engagement process is to invite them to make ‘calls to action’.

The action may have a low involvement, such as, downloading a brochure or white paper, or require a higher level of involvement like asking for a sales meeting.  Over the course of the relationship you have the opportunity to provide a range of communications e.g. information sharing, event invitations and offers - each of which has its own call to action.

Whatever the communication ‘touch point’ make sure that it is relevant to your target audience, adds value to them, and focuses more on ‘them’ and less on ‘you’.

Suggestion: Check your communications and see if they invite a clear call to action.  

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 REMEMBER: Invite a Call to Action