Today we meet Kerry Tranfa, sales consultant/broker at Infocus Lists in Warrenton, VA where she’s been since 2005.
Before that, she worked at Varsity Books between 1998-2000 as a marketing coordinator; at Advanced Management Technologies Inc. in a similar position from 2000 to 2002; and then at RSIS Inc. as a business development analyst from 2002 to2004.
She brokers lists primarily in the medical and mental health areas as well as for many associations, hospitals, clinics, universities, specialty publishers, pharmaceutical industry.
Similar to many of her industry colleagues at this moment, Tranfa has tried to develop the consultative side of the business.
“Clients are becoming much smarter about the lists they purchase,” she says. “Because of this they rely on consultants even more to guide and assist them in providing the best list that will optimize their results and really maximize limited marketing dollars.”
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Tranfa reports that many of Infocus’s association clients are beginning to explore e-mail for the first time.
“Our association list owners are beginning to actively consider adding an e-mail component to their postal lists,” she says. “My clients often feel that e-mail marketing is now the best way to reach prospects. However, I recommend a multichannel option that really combines the best of both worlds.”
Overall, Tranfa believes the best way to conduct business is to listen to her customers above all.
“I am happy to report that here at Infocus we are still going strong,” she says. “I think this is as a result of the consultative approach we take with each and every client, big or small—we take the time to really learn about the marketing objectives, goals, timing and budget of our clients before we proceed with recommending lists.”
In her off-hours, Tranfa likes to spend time with her husband and her three-year-old son who recently began pre-school and is fast becoming a Tee-Ball pro.
