If you are generating leads for a live or phone-based sales team, one mistake is giving too much information in your prospecting direct mail package. If you tell the prospect everything he or she needs to know, there is no reason to ask for more information or talk to a sales person. Leave an important unanswered question for the follow up—so there is a reason to respond. Ex: "Many companies save over $60,000 each year when they switch to XYZ Widget. You might save even more. Find out exactly how much money you can save. Call today to find out. Our sales engineers can compute your savings with the answers to just three key questions..." In other words, there needs to be something in it for the prospect to encourage them to learn more and call your team.
