Hot signals – The highest quality signals require target customers to spend time and money in sending a signal. If a perfect prospect spends $500 to attend a full‐day workshop learning about your product, that is a very strong signal because both time and money were invested. Warm signals – A moderate signal involves an investment of time or money but not both. People who attend a free two‐hour seminar have invested some time to learn but no money has changed hands yet. It's a good signal but not as strong as a paid event. Likewise someone might put down a refundable holding deposit on a
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