One of the ones that makes the least sense is the obsession with trying to increase turnover by attracting new clients, instead of exploiting the client base (current and potential).
In recent years I have had the opportunity to directly interact with this trend in my marketing consultancies and to confirm that it works 100% of the time .
You wouldn't believe the incredible results
telegram usa number we get. So much so that, in some cases, we have plans to set up a sales department around these actions .
That's why I'd like to review some of the strategies that have worked best for me to see if they inspire you and if you can apply them.
Before analyzing each of them, we must define the bases that make sales happen:
I'm talking about strategies that allow us to sell to people or companies with whom we already have contact (whether they are clients or not). We have four large groups: interested parties, potential clients, current clients and past clients.
Differentiated treatment : we must address them in a segmented way. There will be actions in which we can unite groups, but generally we must think of our actions as divided into four.
Own media : we are going to use a combination of media very similar to inbound marketing, but we are going to focus almost exclusively on our database.
Action-reaction : I will focus, fundamentally, on the actions that allow us to achieve sales in the short term .
These actions are useful for almost any product, but some are specific to B2B or high-value products .
Here is a video summary of the article, in case you don't have time to read it now:
The sales strategy that always works
1. Convert prospects into customers
This is the phase that marketing departments usually pay the most attention to. The volume is much higher, but its conversion rate is inversely proportional.
We are going to focus on the prospects over whom we have some influence. That is, those with whom we are in contact:
Social media followers : we have some influence with these people, but it is somewhat limited. Our main objective will be to get them to the next level (database registration), which does not mean that we do not have to make a complete plan with visibility, engagement or sales actions.
Registered users in our database: these people have a higher level of interest in our products or services, but have not yet made up their mind.
At this point in the purchasing process, what does the customer need to take the next step? Trust us .
And how are we going to achieve this? Not with social ads or any other advertising campaign. That's for sure.
Again, I'm talking about customers who already follow us on social media and/or are registered in our database. Of course, we can generate sales with ads, but we're talking about high-value products or B2B services.
Trust is generated by talking to them through content, and it is better if we communicate this content personally in the form of video and/or audio (podcast).
And how is this trust consolidated? (so that it ends in sales). By being: consistent and constant .
Our goals with this are for them to understand our value proposition and to keep us in mind.
To summarize we need:
Build trust.
Be consistent.
Be consistent in our messages.
As you can imagine, achieving this requires continued effort, but it is worth it. Below I list and briefly describe each of my proposals (developing them would take me an endless article).
Strategies to convert prospects into customers
Youtube : As I was saying when defining the best digital marketing strategy for an SME , we need to master one channel and use the rest to support us in generating conversions. And when it comes to generating trust in customers with doubts about high-priced products or services, there is nothing better than Youtube.
Social media : they are not as effective in generating trust, but they are a good reinforcement. As long as the content accompanies the strategy and does not focus on generating visibility for visibility's sake (to try to sell), as occurs in most cases.
Email marketing : another old acquaintance. In this channel we can use the traditional method (weekly emails with information that provides value, no sending content for the sake of sending it), or resort to persuasive writing that has been working so well in recent months/years.