With the economy struggling to make a
recovery, we recently spoke to Jack
Busalacchi of Fiberlux, Inc. to get a sense
of how today's businesses are generating
productive sales leads in a challenging
business climate.
Question: What is the nature of your
company?
Fiberlux products PVC lineals, or
extrusions. We license independent window
manufacturers to convert the extrusions into
windows.
Question: How would you describe the
current business climate?
Our business is tied into construction and
remodeling, mostly on the residential level.
The business climate has certainly been
affected by the economy. Last year, there was
a noticeable drop in business across the
industry. This year, it's starting to reflect
a slow comeback, but not steadily. It has
been a sporadic, up-and-down type of return.
Question: How do you generate sales
leads?
Through advertising and trade shows. We
utilize print advertising through four trade
magazines. Our advertising agency also sends
out a stream of news releases, new product
releases, and literature in order to keep our
company in the public's view. Our ads are
geared towards selling Fiberlux windows and
aimed at the person who sells the finished
product to the consumer. If we can create a
demand at that level, then of course it
encourages the manufacturers to produce our
windows. Our ads also feature a toll-free
number and include a "bingo"
business reply card in the magazine.
Question: What factors led you to use
telemarketing?
The main factor was that we were looking
to increase business. We started outsourcing
telemarketing four years ago and the results
have been good.
Question: What specific results have you
seen as an outcome of your telemarketing
efforts?
We get two things out of telemarketing. We
are able to prequalify our leads, and
eliminate the inquiries which don't justify a
follow-up on a broad scale. It certainly
helps to qualify the leads.
We also use telemarketing to separate
active leads into two categories. The first
category is composed of people who are
interested in selling our finished product. I
pass these names on to one of our licensed
manufacturers. The second category comprises
people who are interested in becoming
manufacturers. This is the heart of my
business. These are true high quality
leads for us.
Question: What do you like best about
working with ETI?
Their absolute willingness to be helpful
and to adjust in giving me what I need, when
I need it. They're cost effective and
responsive to my needs. We have an excellent
business relationship with them.
