Too often companies look at using technology as a way of transcending the barriers between customers and employees. In fact, concepts such as call buying often avoidance as a justification for the information technology systems which are designed to customer information is done to a live, expensive call to a person not be guaranteed.
This approach lacks a crucial factor in today's hyper-competitive market: repeat business is king. With more and more competitive struggle for scarceCustomer business, the cost of customer acquisition. Think of customer acquisition costs as the amount of money it takes to marketing and sales, the prospect that the first purchase will receive. With increasing competition, increasing that amount as it takes more effort to distinguish themselves in the crowd.
In fact, in many industries, companies accept that they will lose money for the first purchase, in the hope that you make it on repeat business. This is possible becauseusually much cheaper to make a sale with a current customer than with a new perspective. In fact, investing some very successful businesses in the customer acquisition and do not expect a profit for a customer only after several purchases to make.
So, what is the lesson? The first interaction is crucial - it is the key to the follow-ups. And support in this day of online sales and self-service customers, there is a risk that your customer is not happy and you will not even knowit.
We can arrange a lesson by Tony Hseil, CEO of online retailer Zappos.com. He has rapidly grown the company to over $ 1 billion sales by exceptional customer service. While other retailers give practical strategies to avoid the 1-800 number on the Zappos is on top of each page and customer service agents are not measured, how many calls they handle per hour. Viewed Every interaction with customers as a way to encourage loyalty to repeat - that means more sales and profits.
MaybeYou are a seller of a company without charges to implement major technology products, or you are a small business owner who does not have in reality, the budget for hundreds of customer service reps like Zappos (at least not yet!). Regardless of your location, size or location, technology can help by providing tools to make you closer to the customers but not too hard on your budget and time.
In the last few years, here at Engage, we haveimplemented several Internet technologies that have helped to get closer to our customers. They were not particularly expensive or difficult to implement. And in all cases - they helped us win new customers and keep current customers loyal.
Can you imagine going to buy into a traditional business, find something and it is absolutely nobody there to interest you? That is what the outlook will make when they go to a website. With live chat, the visitorproactively offered the opportunity to work with a real person in a pop-up chat window that works like your favorite instant messenger software.
Whether it is answering a question about the offer, or simply a sales pitch that translated pro-active role at any site visitors directly into sales and satisfied customers in our business.
Many of us are using telephone conference calls with our prospects and customers. WebConferencing takes interaction to a higher level, allowing participants to see you, including slide shows and video. People are simply more interested if they can hear, see and read your key messages.
What makes this option particularly attractive offer for all companies is a significant reduction in the cost of using these services in the last few years. This makes it very affordable to more intimate interaction with each call to offer. Or even better: Web Conferencingcan be implemented enterprise-wide or just for themselves.
This may seem like a clear and simple, but how well you know your prospects? Many organizations offer their site visitors the opportunity to sign up for a newsletter or report for free. Name and e-mail address will be recorded, but usually that's it. With the expansion of this interaction with a few more questions - such as job title and the largest business-Pain - You now have information thatsignificantly increase the effectiveness of your current marketing and sales efforts.
The adjustment is the follow-on, the personalization of the interaction for the prospect - a safe way to increase effectiveness. And here's a tip: Ask these questions on a second screen after recording the first known contact info - it will maximize your application rate.
It is an industry standard metric for each month you are not in contact with your prospect base, you lose 10% of thethem forever. Keep regular contact these prospects so warm when they are ready to buy - you will be there. And regular contacts will allow you to existing customers will be encouraged to ensure that they are happy and not with the subjects to be treated.
You probably do not have the time to craft individual e-mails and letters to all prospective clients each month. That's where an autoresponder into the game, you can even design personalized correspondence in advance and have it automaticallyGo to the whole database on a predetermined schedule or in response to specific actions (eg, purchase the product). Keep the communication going, which translates into sales and customer satisfaction.
These are only focused on a sample of Internet tools. There are many more out there for all parts of your business. The key lies in your thinking and look at these tools as a way to change closer to your customers. They are more sales, more customers will be rewardedLoyalty and profits that will pay more than your investment.
Copyright 2009, Engage Selling. You have permission to use the above article in your newsletter, publication or e-mail, as long as you can not list the contents and leave the links and resource box intact to use.