Customer relationship strategies are essential for companies that want to sell more, grow and increasingly be a reference in what they do.
Whether in the prospecting, pre-sales, sales or customer success phase, it is necessary to always maintain an active relationship with customers.
After all, you want to show that you are a reference in what you do before selling. Once you’ve made the lead a customer, it’s vital to ensure that the solution you’ve sold works and delights whoever bought it.
That’s why the relationship becomes fundamental for the medium and long term growth of any business.
Even because, without understanding who you are talking to, how will you manage to improve your products or services?
In this article, we’ll cover the importance of engaging with customers at every stage of the buying journey.
More than that, know how to generate value from the first contact and how to make it become the so-called “brand evangelizer”, those people who not only stay in the company, but also publicize it.
The relationship with the customer takes place at all stages
Anyone who thinks that a closed sale means the end of the relationship between company and customer is wrong. Quite the contrary. You need to ensure his success with the solution you just sold.
But, calm down. Let’s go slowly.
You may not realize it, but customer relationships happen at every stage of the buying journey. Below, we have separated the moments – from the first to the last – when your business is in contact with customers.
Just like in a dating relationship, you need to respect the steps.
1 – Hello, do you always come here?
The customer acquisition is the first stage of relationship you should consider. Prospecting, in fact, can be active, with companies going after customers. And then the so-called cold calling 2.0 is applied, for example.
But you can also invest in inbound marketing. Produce relevant content and show that you really understand what you sell.
Create, in addition to articles on your blog, rich materials such as eBooks, info graphics, and spreadsheets, among others.
From the moment the potential customer fills out a registration form, or accesses your website and converts it into an online chat, you can proceed to the next step.
2 – How about getting to know each other better?
At this moment, the sales and follow-up steps are already underway. And this is where you need to get to know your prospect better.
Let’s say you sell coffee to businesses, restaurants, and more. So why not do a webinar showing different coffee recipes?
Thus, you will be generating value for those who have already shown interest in you and collecting important information about this lead.
If he watched, then he might be interested in other products that you also sell that complement your coffee line, right?
This is the time to create connections, show value in what is being done. Keep this in mind: it is important to reduce the distance between the company and the end customer.
The latter needs to feel welcomed, at ease to realize that they are people doing for people. This provides security and gives prospects more peace of mind to make the purchase decision.
3 – Call the next day
It’s time to qualify the lead, following the follow up process. It’s the pre-sale time, where the SDR team needs to act.
It’s not time to sell yet. It is now that the sales team calls the lead – yes, only now! – To see his interest in what your company sells.
It’s also the time to deliver funnel content, showing you exactly how the solution you offer works.
If before it was the lead education moment, now is the maturation phase. It’s about preparing him to effectively become a customer.
That’s why the human touch is essential here. Always try and just help those on the other end of the line. Bring ideas, solutions, and research and share best practices.
Become a business advisor and, finally, ask permission to schedule a time for the seller, the so-called closer, to contact you.
Finally, follow their follow-up steps – send an email asking how the contact went and if there were any questions, always making yourself available to the prospect.
4 – Do you want to date me?
Here finally is the time to sell. You are certainly organized and have all the lead information in your sales funnel. So use them to your advantage.
You already know what the client has shown interest in and what the main pains they have are. So, time to make your speech meet that.
Remember to listen more than talk. The prospect will give you insights that will show you the best way to close the sale.
If you know well what you’re selling and have all the information regarding this person’s buying journey, you’re halfway there.
We’ve separated 17 sales tips in this article so you don’t lose any more business.
5 – Make the person happy
We talk, repeat and go again. Finalizing the sale does not mean that the relationship with your customer is over.
You want him to be happy using what you just sold. The customer success funnel is essential for you to avoid churn.
But having a professional to take care of the client’s success goes much further. If you take care of your customer, chances are high that they will want to buy more products or services from you, which is called an upsell.
For this moment in the relationship, always make available not only a success team, but a series of video and text content about how he can assertively use what he has bought.
6 – In health and disease
There will always be problems, but it is up to companies to try to minimize and prevent this. The previous step acts in this function, but customers are not always at the same level of maturity in the use of the product or service.
Therefore, an attentive and organized support team is essential for the relationship. You need to show that you are there when the customer feels lost.
Make it clear what channel he has to look for you – social media, call center, ticket via website?
It does not matter. The key is that he knows who, where and how to turn.
Better than that, adopting an Omni channel strategy is increasingly important.
If the customer starts support via social network, for example, he can migrate to the call center without having to repeat everything he’s already said online. It is a continuation of the service, not a resumption (was the difference clear?).
Customer relationship requires organization of companies
The truth is that it is only possible to fulfill each step of the relationship with the customer if the entire process is organized.
Therefore, 3 points are important for the relationship to occur in the correct way as we talked about before.
1 – Well-defined processes
The protagonist of all processes needs to be the customer – and you, by now, know this very well.
It is important to have a clear definition of when each team will take care of the prospect. The “passing of the baton” from marketing to sales needs to be done carefully.
To do this, use cadence in your marketing funnel and pre-sales funnel. Thus, at each step change, he will receive, via automatic action, a specific email that delivers content that makes sense to him.
This way, you avoid repeating any action that could generate irritation in this lead. And if that happens, well… do you think he’s out of touch with the competition too?
Knowing what each team needs to do and when to act, you won’t miss opportunities either by omission or repetition of actions.
2 – Constant training
Training, always. The world changes at a speed we sometimes can’t keep up with – and your sales team needs to keep up.
It’s important, rather than trying a sales playbook, to constantly update it.
One of the best ways to always stay connected with what customers want is to encourage agile methodology within organizations.
Thus, with shared knowledge, with constant improvement stimulated, your sales team has at the “tip of their tongues” what they need to overcome objections and sell more and better.
By creating this sales routine, you can also positively impact your company’s CAC and LTV.
3 – Tools that help you
How will the sales team know what and when the lead showed interest in the company?
As that, with decentralized information, it will be possible to act in the correct timing and qualify the lead for the purchase.
Using an Online CRM, however, you can have the entire customer purchase journey mapped out.
In the so-called “passing of the baton” from marketing to sales, it is possible to pick up the contact where it left off. And you avoid sending the same thing to potential customers twice.
Within the software you can create multiple sales funnels – if yours limits you to just one, it’s hampering your business process.
About this… let’s go deeper?
How does CRM help customer relationships?
A CRM tool is used to map all points of contact (customer relationship) with the business, allowing the sales team to act in a more targeted manner.
With it, it is possible to know what stage of purchase the customer is at and what their history of interaction with the business in general is.
More than that, a CRM can positively influence the relationship with the customer, helping them to be more assertive and satisfying. Read on and see below how the use of this tool can help your business!
Allows for more direct contact with the customer
With the level of information provided by a CRM, a sales team is able to have more contact with the customer. By better understanding which prospects are most engaged, for example, the sales team is able to maintain more frequent contact with the right people.
Furthermore, by understanding what type of interaction the customer had with the business, it is possible to communicate more assertively, leading to a more complete monitoring of this business opportunity.
Favors obtaining data on preferences
Another point that makes CRM help in customer relationships is that it provides important data about customer preferences.
It is possible to understand, for example, what are a customer’s favorite products, their average ticket and purchase frequency.
From there, the sales team can make offers that are much more assertive and that are really in line with the buyer’s profile.
This not only improves the conversion rate, but also favors customer satisfaction, who feel they have their profile and needs taken into account.
Helps to structure relationship marketing
Speaking of satisfaction, it is possible to maximize this level with the use of relationship marketing. Thanks to the information provided by CRM, it is easier to structure how the business relates to the customer through marketing.
This means that with the help of CRM it is easier, for example, to segment the audience. Thus, it is possible to send more personalized and adequate emails, in addition to offering a more adequate flow of nutrition for each person.
Overall, this leads to a more personalized relationship experience that provides much greater customer satisfaction.
Collaborate for a quality customer success service
A well-done relationship marketing is also about a quality customer success process.
To be satisfactory, customer success management must rely heavily on CRM as a tool to achieve its goals.
Used correctly, CRM helps increase customer lifetime value as well as recurring monthly income (MRR).
Furthermore, the correct use of this tool even reduces the bounce rate (or churn) as a result, making the customer base more solid.
Using CRM can help with customer relationships by improving contact and understanding of customer preferences.
From there, it is possible to structure a relationship marketing process and still achieve customer success to ensure more loyal and satisfied customers.
With well-defined steps, it is possible to create automatic actions for sending email (with the contents inside) to educate and mature the lead. So, no contact cools down.
To help with the work of the SDR team and the vendor, the public agenda is essential.
With it, the prospect chooses the time that is best suited to better understand the solution and decide whether or not to buy at that moment.
So, how can we help you?
Take advantage of our article to understand more about what CRM is and also the role of SDR in populating CRM.