By 2013, the number of online searches that occur on mobile devices will exceed the number done on desktops, according to Next Digital senior digital strategist, Ashley McVey.
Given that desktop searches are not in decline, mobile is an exciting channel for businesses, as there are more opportunities for customers to stumble across your business online.
This growth in mobile search is prompting businesses to optimise their websites to avoid being overlooked when customers are on the go, McVey says.
“Businesses are innovating with holistic mobile strategies involving mobile sites and responsive design to provide a single message with a single goal across multiple touch points.
“It’s a matter of keeping up with the pace of change and making sure your business has a strong presence when a customer comes across you on a mobile device.”
Businesses can fail at customer acquisition if they don’t understand the changing needs of the customer, Ray White Toowoomba saleswoman Tegan DeClark says.
“A large section of the market is now Gen X and Y and many older business owners are finding it difficult to reach and attract the customers. The truth is that these days, purchasers don’t like to be sold to.”
Bringing in passionate younger employees and utilising their sales ideas is working for many businesses struggling with new concepts such as social networking and personal branding, she says.
Young people are closely connected to the digital age and all the great ways to connect online that the internet brings, she says.
“You need to create relationships and be smarter about the way you work with clients. They aren’t just numbers; they’re your representatives and testimonials about how well you treated them.
“And a negative experience could create a bad ‘word of mouse’ review online, which is difficult to recover from.”
There’s a lot to be said for being in the right place at the right time. Being seen is vital for Dybner, who is responsible for growing the real estate firm’s rent roll. To do this, she makes sure she is present at all of the auctions likely to attract investors.
“I introduce myself and speak to people that either own investment properties in the area and are curious as to the outcome of the auction or people looking to buy investment properties in the area.
“We also do a lot of targeted local letterbox drops and mail outs, letting people know of good results we’ve achieved, or the details of properties we’ve listed for sale or rent.”
Two businesses that provide different and/or complementary products or services to the same target market can find many interesting and unique ways to beneficially introduce each other to their customers. In many cases, a combined offering can also attract customers that are new to both companies, with growing numbers of people keen to secure a good deal, says John Hagerty, MD of Be Business.
Solution-based selling refers to finding solutions for your customers, according to Anoop Anchal, Australian sales manager of Your Online Sales Manager.
To be effective in the new era of selling, the customer needs to come first, and yet most sales people lack the simple ability to build rapport during the sales process, says Anchal.
“Customers want to find a connection with your brand and, more importantly, make sure the brand and the product meets their requirements. So, for a salesperson to use this method, they must first gain trust and build an understanding that they are there for the customers’ outcome first and foremost. This is done by asking great questions, without interrogating the customer. Only then can a solution to their problem be given.”
Some of the old marketing techniques deployed to gain new customers are new again, says Bracks, author of Customer Acquisition: 465 Ways to Gain and Retain Customers.
For example, if a business is bothering to acknowledge their customers’ birthdays, it’s often done via email with a nominal discount offered, Bracks says.
But a direct mail approach can really stand out in this age of social media, she says.
“No one puts in the time and effort of sending a handwritten birthday card anymore, which stands out now and can be a great way to gain customers.
“Businesses should realise that it’s important to acknowledge birthdays well and do something special for customers.”
Lead generation tools on your business card such as the offer to download a free ebook, picking up the phone and speaking to potential customers about their needs, and asking for referrals are also great customer acquisition tools, she says.
