Next, we need a process for gathering, managing, and storing information we gather. What sorts of sources? How will we get them? What will we do with material? How will we store it?

Once we've listened and gathered our information, we need to manage it. All those mounds of paper and electronic files must be boiled down into chunks of information that others can use easily.

This part of process might involve selection of excerpts or it might involve writing summaries. It might require an argument or simply a statement of facts that allows others to draw their own conclusions.

The final step in strategic listening chain is to provide feedback to those who provided raw information, and to get feedback from those who used processed information (or intelligence) we provided.

Giving feedback to those who provided raw information could be considered a courtesy, and a way of encouraging them to keep supplying us. Gathering feedback from those who used processed information will help us determine whether or not we met objectives that got us started.

In summary, one important form of listening is strategic; that is, informally gathering and processing information that helps us stay on top of issues that affect our organizations. The four key steps in this process are: setting objectives, developing processes, managing information, and gathering and getting feedback.

An ad like this would get some attention, especially from people who are interested in trading up to a high end sport car. The report is really nothing more than an advertisement for you. Of course you would have to write a report that had real content and offered up ways for consumer to really do as title suggests. A report like this however, would cost you literally nothing to produce – except your time – and there would be no overhead, no inventory, and no headaches.

Since this report would be nearly all profit you could set a low “Buy It Now” price ($4.97) to attract a huge number of prospects. The revenue generated would easily offset eBay’s seller fees.

In report you could suggest several real ways for people to drive a luxury car for little money. You could also list in report resources for them to research. For example resources could be dealers that know how to work special financing deals or specialize in selling high end sport cars below market value. The resource you suggest would of course be your own car dealership!

The report did not cost you anything to produce and it fully paid for it's own ad costs with each person that ordered. The person buying report is more likely interested in what you have to offer and are therefore partially qualified. Anybody that contacts you after reading report is a fully qualified prospect and should be marketed to aggressively.

Once you have their name and contact information you could send them a weekly “hot sheet” of cars that you are trying to sell. Once they purchase you could then sell them accessories and branded clothing. If they were close to your shop you could sell them on servicing. And list goes on and on.

If you study eBay there very few people using it as a lead generation tool. Yet lead generation and specifically self-liquidating advertising is a proven winner. Almost every type of business can benefit from lead generation advertising. If done correctly lead generation advertising can actually become another source of revenue for your company.

Look at eBay as more than just a fast buck. Look to eBay as a way to create long term clients. eBay if worked properly can be your best source of fresh leads and can really explode your sales.