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The new approach to closing customers

Written by Tony Loxton
Sep 20

If the first thing that comes to mind after reading the title of this blog are images of Wolf of Wall Street-esque aggressive sales spiels, you’re going about the process of closing customers all wrong.

Today, converting leads is only possible if you have an in-depth understanding of who your prospective customers are, as well as what they want from your brand. It’s this willingness to take the time to unravel your customers’ motivating factors and pain points that separates successful, beloved brands from the rest. In order to achieve this, you need to embrace the power of data. As this article from The Next Web points out, “By better defining which aspects of their behavior or profiles are most significant to your business, you can start to measure and analyze better ways to engage them and ultimately sell more.” Ready to get started on your journey to successfully closing customers in a way that delights them? Read on.

Pinpoint the elements that define your customers

Your customers have a unique relationship with your business. In other words, their expectations, needs, and wants from your brand are exclusive to your brand. It’s these factors that define your customers in relation to your offering, making them the very qualities that you need to pay attention to. For example, someone may rely on their insurance broker for peace of mind more than anything else, while their expectations from their neighbourhood grocery store are solely related to convenience.

The better you understand your customers and prospective customers, the better equipped you are to approaching them in a way that’s relevant. As Reid Carr, Red Door Interactive  says in this article from The Next Web, “Not all customers are created equal. Identify what key factor(s) set one apart from another and segment your users from one another…Once you understand that, you are better able to target messaging, develop product and drive value for both the customer and your business.”

Get personal

If you’re not personalising your marketing and sales strategies, now’s the time. In fact, thanks to the plethora of data available to marketers today, consumers have come to expect nothing less than an experience that’s tailored to their unique personal preferences and buying behaviour. Using data gleaned from sales records, loyalty programs and social media listening tools, you can start to build a personal profile for the customers who’re loyal to your brand. This enables you to offer products or services that are aligned with both their unique buying behaviour, as well as their purchasing history.

What’s more, you can use this data to predict and preempt their future purchasing behaviour. For example, if you’re selling bespoke skin care, a data analysis of previous purchases from customer X may indicate that they’ve bought your full range of anti-ageing face care. This tells you a lot about customer X – including general information like their age as well as more detailed data like their pain points and priorities. If you launch a new eye gel that combats crows feet, for example, you could send them a sample or a discount coupon.

Offer the wow factor

Are you currently delivering a ‘wow’ experience? If not, you should be. Today, customers value the overall brand experience over price point, and if you deliver anything less than a stellar experience, you’ll lose customers to the brands that do. US-based footwear retailer Zappos have become synonymous with customer service that goes well above and beyond that of their competitors. This is thanks to the fact that the brand’s founder, Tony Hsieh, prioritised the ‘delivering of happiness’; an ethos that was woven into all aspects of the business, from company culture to the end user – to great success. As this article from Forbes points out, “You can’t deliver what your clients want, let alone wow them, until you know what IT is.” To determine this ‘it’, you need to be looking to your data for answers.

Discover what’s trending

Conducting a regular sales data analysis allows you to gain an understanding of the products that are flying off the shelves, and those that are gathering dust. By uncovering trends in your sales history, you’ll know which products attract the most customers, and as a result, the products and promotions that give you the highest chance of closing new customers. In addition, you’ll also have insight into the products that are failing to excite shoppers, and as such, replace them with different offerings or market them in a different way.

Another way to uncover trends in order to boost your existing sales is by analysing your in-store foot traffic. You’ll be able to determine the times your store is at it's busiest, as well as the times of a foot traffic slump. This data can further inform your strategy for closing customers, as well as retaining the loyalty of existing shoppers.

Suggest complementary items

By making use of the data available to you via your CMS, sales history and loyalty programs, you can also determine which of your products or services a customer may be interested in. If you’re an online flower vendor and a customer buys a bouquet of flowers to be delivered, you can suggest an array of greeting cards, a bottle of wine or a box of belgian chocolates before they complete their purchase.

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