Here are 5 behaviors you should avoid when creating a customer acquisition program:
1. Randomly targeting customers is a waste of time and will annoy them.
Don’t do it! As much as possible, make sure your campaigns are strategically created to address specific needs within the target group. And that you are clear about how your business can meet those needs.
2. Giving up after reaching out to your prospect less than 7 times is a mistake.
Customers buy from people they feel comfortable with and with whom they feel related. This is hard to accomplish in less than 7 calls/visits/communications. It’s all about branding. In the initial stages of a sales process, you are the brand. The customer needs to interact with you or your name numerous times before they make a purchase.
3. Avoid assuming your would-be customer is not interested in your product or service because they are not calling you back.
It is your job as the sales professional to get an accurate read on your customer and to know when is the right time to move on.
4. On the other hand.
Being a pain in the butt by calling on your customer too frequently or by leaving messages that are confusing, boring or wasteful will turn your prospect away! Be strategic and provide value in every call or message you extend to your potential customer.
5. Expecting at any point in the process that your prospect “owes” you something is an error that sets the stage for rejection like no other.
Being humble and respectful is key to building a relationship with anyone you feel will be an addition to your customer base.
With careful planning and thought, the numbers game of sales always reconciles. The more prospects you target, the more sales you will make. Keep your pipeline strong, your passion high and your commitment to the customer solid.
About the author
As CEO and Founder of Aldebaran Associates, Ms. Winsaft focused her 25 years of corporate and entrepreneurial experience to create a company dedicated to addressing the hiring and training challenges facing corporations and professionals in the 21st Century. The firm provides highly selective recruiting services for fortune 500 companies in the consumer goods, advertising, marketing, legal, accounting, information technology and non-profit sectors. Given her notoriety in the Hispanic community and among international organizations, her firm plays a major role in boosting organizational diversity and in the placement of candidates at companies transacting business in Latin America or selling products and services to the U.S. Hispanic consumer segment.Website