With this book you will learn how to drive your new customer acquisition in the digital age!
In the context of digitization, it is not easy to win new customers using previously known acquisition strategies. Telephone sales are …
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As in analog sales, it also involves three areas:
1. Find customers
2. Use data
3. Simplify communication.
Digitization is a process
“Digitization is a process and not a state”, writes Stephan Heinrich in the chapter “How digitization is already enriching the analog business world”. In digital processes, too, it is important to align everything to customer benefit, to make it easy for customers to find them in the digital sales jungle, to understand the benefits of the offers, to come into contact and to make (purchase) decisions. This checklist will help you plan:
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Checklist I
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Digitization projects in sales
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Find customers
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- Have you designed the right (digital) attractant that will attract your customers – regardless of the product range?
- Are you already the best provider of relevant content on your topic?
- What do you do to identify digital prospects and address them appropriately?
- What process have you put in place to turn vague prospects into reliable buyers?
- How do you develop your digital encounters into real conversation partners?
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Use data
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- Which system do you use to manage information on customers and prospects?
- How do you map the processes to turn contacts into customers?
- How do you monitor the most important processes in sales and marketing in order to continuously develop them?
- How do you actively use birthdays and anniversaries for customer communication?
- How do you use data from visitors to your website for marketing and sales processes?
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Simplify communication
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- Which forms of video communication do you actively use in sales?
- How could you improve the preparation and follow-up of sales talks through moving image content?
- What access do you offer your customers via WhatsApp, Messenger and other text messages?
- How easy is it to send you a voice message?
- How easy is it for potential customers to find you?
- How easy is it to quickly understand what specific benefits your portfolio offers?
- How easy is it to establish initial contact between you and customers – even outside of normal opening hours?
- How easy do you make it for your customers to say “yes”?
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Those:
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From: “Akquise @ B2B”, page 19, Wiesbaden 2020
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Customer dialogues offline and online are just as important as planning the digital strategy. In digital sales in particular, customers have different expectations of the sales dialogue through to the purchase decision; this applies to both B2C and B2B sales. In the chapter “With customer dialogues for corporate success” Ralf T. Kreutzer provides information about which aspects are important from the customer’s perspective.
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Checklist II: Requirements from the customer’s perspective
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- Does the advertising company really mean me – personally?
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- Does the sender know me well enough to send me relevant information and offers?
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- Are the offers tailor-made for me?
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- Does the sender speak my language and does it make itself understandable to me?
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- Do I get exactly the information I want via email, e-newsletter, mailings, posts, status updates, push notifications, etc.?
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- Can I find the information I want quickly online and offline?
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- Can I just order and pay?
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- Can I find the help I need easily?
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- Can I carry out the desired transactions at a time of my choosing and from a location determined by me (research tasks, reading the news, watching TV programs / films, listening to music, placing inquiries and orders)?
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- Does the seller give me exactly the information I am missing?
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Finding the right digital strategy in sales as well as in customer dialogue means allowing human and automated interactions to coexist for the purchase and to link them together in an optimal sales process.
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