You’re probably wondering how it’s possible for user data that is properly leveraged to be directly reflected in sales. This is true, but it doesn’t happen by magic.
We live in a world where it is necessary to connect the online ecosystem (where we browse, search for a product or service of interest and “leave” our data in case we are interested) with the offline (the store, sales network, clinic or physical office). This is where the big difference in the good use of data is generated, because if we apply an end to end model we can know and trace the entire customer journey of the user. Among the many times that the user consults, we can take advantage of the digital footprint data to deliver information to the assisted sales channels, call center or face-to-face sales network, which will be used to achieve the sale.
Why do I need to know the user’s data?
As always it is better to give an example, so here we go: imagine a day when Maria decides to change her cell phone; she opens her computer and starts searching on different websites. Finally she finds one she likes and leaves her data to be contacted by the offer she saw. Minutes later this data arrives at a Call center; this potential customer with her respective fingerprint (browsing data, offer she saw, device from which she was connected, city…) will fall into the hands of a commercial agent and it is now when this person can call her and ask her specifically with the following commercial speech: “Hello Maria, I’m calling you from xxxx; We have seen that you are interested in a smartphone, with a 1 GB data contract; What do you think if I tell you about the offer and we close the purchase?”
If this sales agent did not have the information about Maria’s customer journey, he could not have called at the right time, offering her exactly what she was looking for, but would have gone for a more general, colder sale, so that the propensity to buy would have been much lower or would not have occurred at all.
How can I apply it in my sales strategy?
The main thing is to implement an End to End sales model, aligning marketing and sales objectives. To be able to do this, all departments of the company must be focused on conversion and thus ensure that there is no leakage of leads, that most of the leads are attended in real time and that one of the KPIs to be measured is the CR (Conversion Rate). From this point on, many other indicators will be analyzed, but let’s take it one step at a time.
The next step would be to implement the different stages:
- Website traffic generation
- Lead to lead conversion
- Lead to sale conversion
- Lead nurturing of “non-sales”
These stages allow us to create a model that stores and organizes information that we can then use to our advantage, always with the support of technology, which will drive intelligent decision making and therefore an increase in sales.
Why is the user’s fingerprint useful and use their information?
- Priority can be given to those leads that are hot. In this way, the contact center will first attend to the interested potential customers most likely to convert.
- A sales model can be created and replicated thanks to the collection of 1to1 information from each of the users and their associated data.
- Each lead will be analyzed in real time, allowing for a better user experience.
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Originally published in our Global ROI Hub newsletter.