Congratulations! You’ve just won a new customer, but research from CEB shows that 57% of the purchase decision is complete before your new customer even met you.
While your new customer is happy with their decision to purchase your product or service to address a specific problem, how do they learn about your other products and services?
As we know, there is far less effort and expense required to sell to an existing customer compared with acquiring new ones.
Are you planning a follow up to sell them on your other services? Could be a bit early and look like you’re serving a smorgasbord when they only want to snack at this stage.
However, there is another, more subtle way to inform your existing customers of the broad range of services your organisation offers, or the new products just launched.
How about the emails you are sending back and forth to your clients? Would they not be the perfect opportunity?
Think about how many emails you and your colleagues send to existing customers every day. Depending on the size of your company, it could be thousands a day – and they’re being read because each email contains information relevant to the relationship customers have with your company… and you.
Now imagine having a simple banner embedded in your emails promoting the new service or product just launched that they can click on to learn more.
Imagine again, that you, as the account manager, receive a notification that a customer has taken the time to learn more about a different service or product offered by your company. Is this worthwhile information? Could this be a lead? It’s highly likely.
According to Parrot Digital, exclusive Resellers of Rocketseed software in Australia and New Zealand, a banner on a personal email can achieve up to 4X better engagement than traditional email marketing.
Why? Because it’s a personal communication from someone they already know, and trust, bringing to the attention of your customers something that could address a business problem facing them that you weren’t even aware of.
Don’t underestimate the power of your everyday communications to be working hard for you to generate your next sale.
Steven Caldwell | B2B Marketing and Sales Leader
Connect with Steven on LinkedIn
Find out how Innova Group got a sale that paid for their licence fees for 6 months on their first day of using Rocketseed – read here
