Has the acquisition of new clients been a challenge for your agency? Check out our tips to make this process more fluid
No matter how good your products and services are, acquiring new customers is not always an easy task. You need to invest in different strategies and messages, and pay close attention to the negotiation phase. In this post, Sky marketing talk about three tips to make this task easier for your agency. Check out!
Ever wonder what your customer wants? Have you thought about what his shopping experience is like?
I believe that every experience is valid, but some are remarkable. And, in the digital agency market, it is increasingly necessary to be outstanding in the interactions that brands have with their consumers. After all, we are at the forefront of communication between the client and his consumer. This is where we have the power to reach, delight millions of people at the same time and interact with them through different channels.
In order to attract, convert and create a purchase journey to impact your customer’s sales funnel, it is essential that you understand what their customer experience is like — whether going to the store, simulating a purchase in ecommerce or following the calls of the sales team. In short: live the experience according to the segment in which it operates.
It is worth mentioning that this experience is also very important when your agency has only one “potential client”. From this experience, you will be able to sell the solution to him in a personalized way in the scenario in which he works.
In this sense, I take this opportunity to tell a story based on real facts that left a deep impression on me.
A family story
My grandfather, Marcos Rachewsky, was an entrepreneur and had a furniture store — which no longer exists — called Sovereign of Furniture. He lived very remarkable stories and became a reference in the market with a simple differential: he listened to customers.
When my grandfather passed away, we were sharing his memories and they told a story that drew special attention to what the shopper’s experience was like.
A potential customer needed furniture but didn’t have the money to pay for it in cash. The seller informed that, therefore, he could not take the furniture, as the store did not accept another payment term. Then my grandfather, who always took care of the team, arrived and asked:
“How can you pay? How many times do you need to do it?
— In 10 times.
— So you can take the furniture and do it in 10 times. If you need to do more, let me know.
And the customer took the furniture happily. We learned of this story because radio broadcaster Wianey Carlet, known in Rio Grande do Sul, told this on his show when my grandfather died.
This happened a few years ago, but even today the customer remembers. That’s the ultimate shopping experience: going beyond the obvious while simplifying the process.
- My grandfather didn’t just sell furniture, he sold stories and brought happiness to people’s homes. As he called it, the Sovereign of Furniture had the “friendliest credit service in the city”. And this was his way of giving purchasing power to customers, which consequently, bring happiness to those customers who had no purchasing power.
- He had no customers; he created relationships and bonds with people—who, as a result, always returned to his store.
How many qualified Leads should my grandfather have in the base, if Digital Marketing existed at that time and he had a great relationship with them? Certainly many! Despite being a retail experience, we can take this lesson to the reality of digital agencies. Therefore, I drew some conclusions on how we can combine these best practices to acquire new customers or even optimize your service and increase your average ticket with a customer in your portfolio:
1. Empathize with your sales pitch
Before talking about the solution you want to deliver to the customer, listen to what he wants and understand why he wants to hire your service.
Use the opening moments of the conversation with him to create rapport. It could be about some common ground you have, like weather, sport or any other way to break the ice that makes sense at the time. Create a connection.
Give him room to speak. If he doesn’t open up very much at first, you can make the process easier by asking open – ended questions, leaving him free to express himself. At this point, you can dig deeper and find out what the potential customer’s main “pains” are.
That way, when you talk about the solution, it will be reciprocated. You will also be listened to, as you have created an environment conducive to dialogue.
2. Customize the solution
Don’t copy or replicate past customer strategies — create a sense of experience with your customer and personify your service. This is extremely important especially in the current context we are living. After all, his brand has a unique value. Make this clear.
A tip here is to customize the solution according to the goals you raised at the beginning of the pitch. Connect these dots between his goal and the solution you can deliver, this will make you create an accurate strategy.
And if he does object, have some flexibility to negotiate. You must go into the negotiation with a clear position on the value of your services and on the discount margin you can get.
3. Relationship makes a difference
At all points in the conversation, find the spaces to create a relationship with your customer, but without forcing. Be helpful and considerate that the process will flow normally.
Think that you are the front line between your agency and the client. And the first impression is what remains. In the end, if you have bonded with him and provided good service to your client, he will think twice about not contracting with you. Even because you customized the solution thinking about the “checkup” necessary to supply the “pain” of his business.
The three practices mentioned above can help you acquire new and good customers, but before embarking on this journey, some considerations should be kept in mind:
Customers are not all the same
There are clients who understand the intention to focus on the final result of the work, on the real function of Digital Marketing. They understand that they must entrust their strategies to an expert like you, and that achieving consistent results in a sustainable way, with a strong link with the sales area, is possible. They see value in this and are willing to invest their time, dedication and money in their experience and knowledge.
But not everyone is at that point, you know that. It is necessary to attract potential clients for this purpose through the agency’s own Digital Marketing actions and identify within its portfolio who is really able to go in this direction.
Understanding beyond the basic premises of a project for the client is essential to know your business in depth. How do these companies think? Do you see marketing as a business growth driver? How much value am I generating for these companies?
Discover some ways to assess the current profile of your potential customers to start closing deals that will bring more benefits to the agency, such as recurring revenue and higher tickets:
Learn from metrics
Agencies are always committed to generating reports for their clients to demonstrate the results obtained, but they rarely do it for themselves. Using a CRM to better organize the information of your own closed deals and measure the results, it is possible to have metrics such as lifetime value and acquisition costs , sales cycle, cancellation rates, among others.
Measuring the entire sales process and the customer evolution journey will show you which types of businesses are really worth moving forward.
The customer is not always right
Most agency service professionals do not have training in inbound sales. From a new business perspective, you end up closing projects according to what the client says he has as a need. For example: when a prospect says, “I need a new website!”, the service already follows the negotiation based on what the prospect wants, and not necessarily on what he/she needs.
When someone says they need to develop a new website, the first question should be “why? What is your goal with this site? In what ways do you believe this will help your company achieve more results?”
When you approach the problems and understand the customer’s pain, you can present more concrete solutions to meet expectations and create a relationship in the medium and long term. For this, your sales team needs to be ready to sell Inbound Marketing services.
Learn to say no
Some customers tend to be needier than others. You want to help them, but they can take a lot of your time and drive up your operating costs. You need to question them and find out how much they want your specific help and why. This way, it is possible to align a service package by stages or a closer consultancy and increase your average ticket.
The challenge with “no” is that finding the right client to say “yes” can take time, which requires patience and persistence from the agency team. Owners have to trust this “customer selection” as this is the right direction for their business. After all, there is no point in bringing in bills that will become problems: service cancellations, dissatisfied customers and lost hours without bringing any return to the agency.
Not everything in the sale is tangible. Some things are intangible, especially when selling a service. Therefore, the customer wants to buy security and trust.
The great conclusion is that for a good service there is no cake recipe. But sharing some good practices that work can make the difference between a yes and a no.
It is thought that you are not only selling Digital Marketing: and STA selling interaction between client and consumer. Brand building. Betting that campaigns will impact the growth of companies. And if we stop to think about it, this can influence the market as a whole.
Hope these tips can help you close with a new customer.
But never forget: you have to win the customer every day as if it were the first.