Robert Ash

Getting the attention of business prospects is a difficult task in itself, before adding the extra challenge of securing a sales meeting with them. How do you convince small business owners and employee benefits managers to meet with your sales representatives to learn about the retirement plans you offer when the request is akin to "asking someone to spend Friday evening reviewing their life insurance policy," posits Bob Guidara, president of Dara Direct Inc., the Westford, MA, direct marketing agency that helped Fleet Investment Management create a lead generation campaign that does just that. For Fleet and Dara Direct, the answer

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