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Effective Customer Acquisition
What is Customer Acquisition?
• Process by which a company gains new customers• Blend of Sales & Marketing • 6 Parts to Customer Acquisition
Customer Acquisition ROI
• Combination of Sales & Marketing ROI• Marketing ROI – What brought lead into the sales funnel?
• Sales ROI– What was the cost to close the deal?
The Purpose of Marketing
• The purpose of marketing is to generate qualified leads for your business.
There are 2 components of marketing to accomplish this1. Awareness2. Action
Marketing Awareness
• How are you getting noticed?
• What are the different types of awareness?
Marketing Action
• Once people know you exist, why will they interact with you?
• What are different types of Calls to Action?
Sales Funnel • Leads enter from
the TOF.
• The sales funnel is porous.
• It’s also non-linear.
Segmented Sales Process
Initiation
Qualification
Negotiation
Determination
Initiation Stage
• Identify the target market
• Guide the target market to interact with the company
• Track similarities between the intended target market and the actual leads
Qualification Stage
• Assess the needs of the lead
• Assess the capabilities of the organization
• Determine if there is a match
Negotiation Stage
• Negotiate the terms of the agreement
• Quote or present a price
• Adjust prices (haggle)
Determination Stage
Purchase made
Competitor wins
Lead disqualified
No decision made
Four possible outcomes.
Sales Funnel
SPEAR 90-7-1™
Questions?