Net Gain: ‘Major’ in Online Relationships

Qualification: gaining a deeper knowledge of the needs and interests of prospects.
Example: The prospect’s Web activity indicated that she spent the majority of her time viewing the educational programs pages.

Cultivation: strengthening the prospects’ sense of connection and involvement.
Example: When the prospect visited the Web site, news and links from the educational-services department were displayed on a personalized Web page, and customized e-mails were sent to her listing upcoming classes and workshops.