Fight back with sales channel management

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People buy from people
People buy from people. With chat, a visitor hardly notices the difference between a human and a ' bot ' on the other side. If an organization wants to use chat to increase sales, then the medium is mainly suitable for starting a dialogue with a potential customer and recognizing the potential customer. If this is suitable, employees can continue the dialogue via the telephone or store, since these channels have a much higher chance of sales.

Innovation: pretargeting
Despite the cutthroat competition, many organizations enter into dialogue with potential customers too late. These types of wait-and-see organizations wait until a potential customer is on their site, stands in front of a salesperson in the store or takes the initiative to call the contact center. They often still think that they can entice a potential customer with a fun Facebook campaign, affiliate, Google Adwords program or funny commercial.

These organizations forget that competitors are using exactly the same resources. They also ignore the fact that internet-only startups are diving deep under their prices thanks to the latest technologies, stripped-down services and lean-designed organizations. Characteristic of the traditional sales organization is that it waits to japan phone data enter into a dialogue with a potential customer until the latter has a brand preference and experiences problems during the purchase.


Photo courtesy of Fotolia

Innovative large organizations use sales channel management and fight back. A contact center with trained employees does not sit around waiting for a website visitor to take the trouble to call. That contact center is there to advise potential customers early in the customer journey, and to tell them to choose your organization. A waiting contact center can do nothing more than solve problems or beg for the order. After potential customers have 'compared' the products to pieces.

Innovative organizations seek out potential customers while they are in the orientation phase. Pretargeting is a method of finding customers, where you enter into personal dialogues with prospects before they have a clear brand preference. A practical example of pretargeting is a car manufacturer that invited visitors to a publisher's car website to book a test drive directly by phone.