New customer acquisition with digital support: sales and social media

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Digitization opens up new opportunities for new customer acquisition. And they should leverage sellers by combining proven sales skills with social media communicative skills.

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Here writes for you:


Sandra Schubert Sandra Schubert Portrait_klein_quadratischSandra Schubert is a sales expert - for Mercedes, O2 or VW.


First contact in the network

Today, almost one-third of leads, ie contacts to potential new customers, are created in the network. Ascending trend. And although most of the sellers still prefer real networks to virtual platforms, as a survey of network experts ( from 2017 revealed.

As a result, only one-third of the managers and managers of medium-sized companies in the DACH region surveyed around 5.000 consider virtual contact care to be important. (Source: managerSeminare, March 2017). This is regrettable, because it will give opportunities for digitization in sales.

Combination of proven and new ways

Today, customer acquisition is increasingly working through a mix of social selling, customer profiling and 360-degree dialogue skills. This means that proven sales skills, such as telephone and suburban acquisition, are combined with communicative skills in social media. For many sellers, deliberately and skilfully deploying the various communication and acquisition channels is a challenge. Format and timing are crucial.

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Here, tact is needed. Of course, it's much faster to write an email or social media message than get a decision maker on the phone. However, at some point in the evolving relationship, switching to direct, synchronous dialogue is much more effective. Otherwise, virtual contacts at this stage threaten to persist and not develop into real customers.

Simply the best!

AT Kearney 2 sales managers were surveyed worldwide for the "Future of B1.600B Sales" study. Two-thirds of sales executives believe it will be vital for vendors to make it easy to offer and interact with customers. This places new demands on the relationship and information management of the sales employee.

It is important to consolidate the existing business relationships through virtual and personal contact and to retain the customer after the purchase itself and the company. In turn, personal social media contacts and digital information and interaction offers of the company come into play here. A simple, clear and direct communication with each other without detours consolidates and facilitates the relationship.

Turn customers into multipliers

"After the purchase is before the purchase!" - this old seller wisdom is now more important than ever. Often, the impulse to buy again comes from digital media and skilful online relationship management. Nevertheless, sales should not rely solely on colleagues from the Internet and sophisticated online marketing strategies.

If the regular personal contact ensures a loyal customer relationship, then it is also possible to turn customers into real fans. Such enthusiastic customers are multipliers of great value, because they leave positive traces in the network - in the form of references, ratings and recommendations - and thus ensure anew for customer growth and a well-filled sales pipeline.

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Data maintenance for effective planning

Digital technology makes selling easier, even if some still do not want to admit it. Fortunately, there are only a few field workers who think they have all the customer data in their head or hoard the visit reports in the basement. A well maintained customer file up to date and a current order history simplifies every customer visit and makes it much more effective.

After all, most customers have long since done their digital homework in the form of cross-channel merchandise management systems. A good visit preparation with data analysis and goal definition makes it possible to act as a consultant to the customer and at the same time to ensure the mutual sales success. Not only the individual customer visit is more effective. Structured area management, coupled with digital route planning, prevents wasting time and increases area penetration.

New fields of action

Artificial intelligence and market research data, such as a regional distribution of purchasing power in the sales area, which shows where the field of activities is really interesting, make targeted sales easier. It takes a lot of new skills to leverage this wealth of data: the seller not only becomes the client's motivator and partner, but also an analyst and digital planner or project manager.

So it does for companies Senseto regularly examine old and new sales competencies and thus identify fields of action. Once recognized, these can then be tackled in concrete terms with strategic course setting and individual sales training and sales coaching. An important milestone and success factor on the way "Fit for sales - today and tomorrow!".

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  1. Debra Wingo

    Digital can really do a lot more than most think.

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