Business growth is attributed to the powerful strategy of a growth hacker, or to the efforts of the marketing team. However, there is only so much that the strategic approach can do. Attracting big clients and managing to keep them satisfied and loyal requires more human touch than marketing know-how. It’s about developing the right personal approach with each one of your clients and making it work for them.
When it comes to deciding whether this is a task for the sales team or the marketing team, most companies are divided about who is responsible for what. However, in the end, it’s not a matter of which team is responsible for what action. It is about the entire business agreeing as one to go the extra mile for the sake of creating growth and retaining its customers.
Every single team within the company is responsible the experience that the customer has when dealing with the company, and for maximizing the chances of a renewed purchase or contract. Going the extra mile for the big sale is a team effort of every single person within the company.
Pitch Perfect: The Presentation Is The Tip Of The Iceberg
Most businesses in the B2B sector are required to work on a commercial pitch to acquire new clients. A commercial pitch can be a public demand made via the chamber of commerce or the council of a region or arranged by the potential client between a list of selected companies. Succeeding in a pitch is a difficult job that needs a lot of preparation from a variety of roles, from analyst to sale reps. You need to send the employees with the most solid business skills training to represent your company on the pitch day, as they will be responsible for presenting your solutions and bringing a commercial acumen to the discussion. But they rely on the research of analyst, financial experts, strategists and partnership managers to deliver the right message.
The Little Present Between Friends: An Agreement Between Finance And Marketing
Promotional merchandising is often perceived as a free pen that comes with the contract. In truth, it is a little more complex than that. Indeed, a branded item that serves as a gift for your clients is an effective way of boosting your branding image and creating a positive impression – assuming you pick a quality gift. The choice of promotional merchandise is a decision that needs to involve the financial team to arrange for a decent monetary investment in quality items, and the marketing team to identify the items that will create a positive impression. For example, it’s likely that a pen or a USB key is now a lot less trendy than they would have been some 15 years ago. But you can think bigger, such as providing decorative objects for your office to impress your clients before a meeting. For a networking event, a printed T-shirt makes a great first impression and is the kind of things that can go a long way if you pick a trendy design.
Creating Loyalty For First Time Buyers: A Combined Effort From The Sales And Marketing Teams
A loyal customer is a customer who comes back to your company for a purchase renewal. It’s someone who is convinced that the products or services you offer are the best they can find on the market. Some companies, whether B2B or B2C, exist in an industry sector where they can create a membership program, such as a software solution company or a gym club. The benefit of having a membership program is that you don’t need to invest as much effort in regularly acquiring new customers because you can build a solid base of loyal customers. However, establishing a membership program requires a thorough analysis from your commercial and marketing teams of how much customers are worth and how much your company can afford to give in the shape of discounts, entertainment, privileges, or even additional services.
Tailoring The Solution To Your Clients: A CEO Decision For The Whole Team
There are certain kinds of sectors where a business can decide to offer a fully tailored solution to its clients. This can be the case in a marketing agency, for example, or even in a software development company. This strategy offers serious advantages, as it means that you can attract big clients with a more involved project by promising to deliver a bespoke solution. In the long term, the bespoke solution can be sold to other clients with similar projects. In the short term, the decision is a gamble that the CEO takes on investing time, resource and money in the creation of a new service/product.
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