Sales touch points play a critical role in selling the product to the prospect. Generally speaking, touch points refer to an intersection between the customers and the product which is mostly done through marketing strategies. However, when we speak of sales touch points, the intersection is limited to a place where sale can take place. This churns out advertising strategies from the list and is restricted to inside and outside sales.
The sales rep should understand the importance of the sales touch point. A company might have a fantastic team working in the background, but if your sales staff fails to entice the prospect and close the deal on a winning note, the financial statements won’t be a good picture.
Aligning the sales touch points indicates synergy!
To maximize the profits, the teams at the sales touch points must align their strategies. Sales reps have to start thinking like marketers and devise strategies accordingly. The first thing they need to do is to get on board and acknowledge that to accomplish the firm’s goals, the touch point teams have to work together. They need to extract raw data regarding the purchase preferences of the prospects. Some prospects are short on time; they prefer a sales pitch call from a call center, while others get convinced when a face to face interaction with the sales rep occurs. The sales reps should categorize the customers and target them accordingly.
Not aligning the sales touch points would lead to mismanagement which would consequently end the relationship with the prospect. The sales reps should work together on the following factors to bring efficiency.
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Profit Maximization Results in Aligning the Sales Touch Points
Each touch point has a purpose
Each customer touch point serves a purpose. The customers are at different stages in the customer life cycle and the sales reps should make sure that each sales point serves its purpose, which would alter according the customer life cycle.
Each touch point should be owned by some part of the organization. These people would be held responsible for the sales efforts. Beware, when teams say that every individual is accountable, chances are that no one is held responsible. Therefore, it is necessary to hold a specific person responsible for this job.
Ask the customer to rate the touch point
Customer feedback is very important. The sales rep should ask the customers the impact the touch point had on their decision and should rate it on a scale of 1-10. This step may require customer research.
Analyze what is and what isn’t working
Map out your touch points on the four quadrants of a grid, which should be labeled as high/high effectiveness, low/low effectiveness, high operational/low customer role effectiveness, and low operational/high customer role effectiveness. This mapping would allow you to visualize the weakest links.
Take an Action!
You now have now identified the strong and the weak links and also have the customer ratings. To increase the customer retention and loyalty, you should devise strategies that would overcome the weak links and implement those strategies as soon as possible.
By following these steps, your sales touch points will be enormously enhanced.