Designing A Sales Strategy: Restructuring For The New Normal🌸
Surviving as a business during the pandemic is no walk in the park. What was once thought of as a temporary roadblock for businesses now has to be dealt with as the new reality. So, rather than seeking temporary solutions, businesses should be designing a sales strategy and structures that serve them even as the pandemic continues. In this article, we’ll be discussing four areas to consider when navigating changes in the economy. You’ll learn successful sales strategies you can use in order to optimize your business.
Table of Contents:
Reconfiguring Your Structure – Designing A Sales Strategy
If you have not adapted your sales organisation and strategy models to cope with the pandemic, now is the time. Previous models recommended keeping sales in the back seat, while prioritizing initiatives, markets, and product assortment and capabilities.
This method works in a good economy, but the market these days is tight, and there is less business to be won. The key to a thriving business is to work on strategies to improve sales. Look at this as an opportunity to rethink how you sell to consumers and what your goals are.
Sales are what ties together everything you offer to the market. By prioritising your strategy to grow sales, you’ll be giving your business what it needs to be more effective and efficient. Designing a sales strategy requires you to identify a clear target market and pinpoint what makes customers choose your product or service over another business. Use market research to identify the issues that drive customer decisions.
Designing A Sales Strategy by Discovering New Consumer Needs
Though the economy has been greatly affected by the pandemic, there are still new opportunities for businesses to jump at. Consumer behaviour has shifted dramatically and lifestyles look very different now compared to pre-pandemic.
For instance, the US is seeing a major boom in recreational vehicle (or RV) sales. What’s different when customers buy them these days is that rather than purchasing them for luxury, they see RV as a new lifestyle. RV companies recognised this and are utilizing the “van life” craze by expanding their product lines and releasing relevant camping gear and interior design options.
Businesses must ask themselves what needs they can address and where consumers are directing their buying power. What problems can you solve for consumers? How can you adapt your product or service offerings to suit those needs?
Your sales organisation can serve as a feedback loop. Use it to gain insight into your customers’ changing needs. This can play a big role in the restructuring of your business, informing strategic growth, and conceptualising new product offerings. These are ways to optimise your production and adapt new strategies as long-term solutions to the problems that have emerged since the pandemic.
Improve Customer Experience
Businesses have increasingly moved their sales online. This presents the question of how to improve the experience of customers while purchasing products. Rather than viewing this as a problem, reframe this as an opportunity to innovate user experience.
Customer experience happens from the moment they find out about your brand or product to the moment they receive your product in the mail and begin to use it. There are numerous ways to inject new ideas into your process. Engage your customers online. Instead of events, hold video conferences with relevant experts, personalities, or company leaders. Allow customers to engage and provide feedback that can be used to gain deeper insight. Offer exclusive online-only bundles. Produce interesting and informative content.
For B2B companies, webinars can be useful for sharing and learning about market trends with clients. These provide a direct platform for people to interact with your company in lieu of traditional meetings. This also makes it possible for businesses to expand their customer base beyond local regions since virtual avenues are available. When done well, businesses can actually discover unexpected efficiencies.
Strategies to Improve Sales in the New Normal
Most companies have withstood the test of time have had to come up with new strategies constantly to improve sales and achieve longevity or sustainable growth. Indeed, in the age of modern technology and the internet, businesses often have to restructure, experiment, and take advantage of marketing options in the digital world.
Based on a Statista study, currently, about 4.66 billion people use the internet. That’s roughly equal to 59.5% of the world population. And from that number, 92.6% or 4.32 billion use their mobile devices to browse the internet. In fact, that’s expected to keep increasing in the next several years.
It’s a well-known rule of thumb that to stay relevant and competitive in the industry, businesses have to adapt to the constant changes and trends. Part of the process is to keep up with customer buying behaviours. In fact, did you know that a Google study showed that there is a revenue increase of 2.8% for companies who adopt digital marketing platforms?
Traditional marketers use 60% of their efforts in the placement of paid ads. While active marketers spend 50% of their time creating content. Similarly, 30% of businesses spend on paid media to improve search engine position, recommendations, and reviews from online influencers and viewers.
Digital Marketing in the New Normal
Brand marketing promotions are set to influence customers and buyer decisions. In fact, most shoppers rely on online reviews nowadays. Back then, creating brand awareness and value often snowballed by word of mouth. Businesses often advertised through TV ads, posters, newspapers, and magazines.
At the time, this was considered part of the strategies to improve sales. Nowadays, in line with the current buyer behaviour changes, businesses need new sales content and social media strategies to improve sales.
Currently, 3.78 billion people use major social media platforms. That’s about 48% of the world population and that’s only expected to increase to 4.41 billion in 2025. As a matter of fact, the average internet user spends around 2.5 hours on social media. That’s according to DataReportal’s latest survey.
In the latest Statista data:
– Facebook has 74% of daily visitors.
– YouTube makes up 72% of online browsers daily.
– Instagram comes in third place with 63%.
Social media through Facebook, Instagram, Twitter, and YouTube have become the most dominant platforms. Either way, public communication is meant to engage customers with a brand. So, as customers form their opinions about your products and service, a digitalised sales content strategy steps in to positively influence customers to a buying decision.
Although brand traditionalists may resist the digital revolution. But digital platforms actually increase in customer base and convert new customers to loyal shoppers. Then, loyal shoppers become brand ambassadors as long as you stay committed to customer satisfaction.
Digital Marketing Facts in a Sales Content Strategy
Global Web Index reports that 54% of online browsers are researching products. Did you know that 86% of women check social media before purchasing? This is also according to Alist Daily’s study.
49% of companies do not have a clear digital marketing platform, based on the Managing Digital Marketing research report.
Creme Egg ditched the old TV ad spending and moved on to Facebook ads to engage customers in a period of 3 months. The result? A 7% increase in sales.
Brit Telecom – routed 600,000 contacts to social media in place of traditional call centres. Can you guess what happened? There was an improved customer experience and a savings of a whopping £2 million!
Clean & Clear – The beauty brand partnered with Snapchat and marketed its morning burst cleanser to reach engagement with females aged 13 to 24 years old. Clean & Clear optimised its snap ads that resulted in a 7% increase in brand preference.
Mann Family Dental engaged with potential customers through social media. The result? 10x more phone calls and conversion of inquiries to patients of which 50% were from the website.
HCC Medical Insurance used email marketing and infographic to their demographic of tourist customers. Guess what happened. It generated a 96% increase in revenue, 90% new visitors with 3m views, and 2,000 interactions after it was featured on Facebook.
Neutrogena wanted to encourage shoppers to buy a wider range of their beauty products. So, they turned to digital banners and video ads for their campaigns on product pairings. The result? 18.1 million views and a £5.84 return on advertising spending.
Value Creation with eCommerce in your Strategies to Improve Sales
Digital marketing and sales content strategy can be categorised into evergreen type and social viral digital content. Basically, evergreen content is one that stays relevant even after a long time. While social viral stays trendy for a specific amount of time, producing a spike in views and viewer interactions. But it eventually ends up becoming irrelevant as trends fade and continue to change.
Adopt a publisher’s discipline to produce publicity and save costs while creating customer engagement. Infographics are also a widely used part of content marketing to educate your customers about your services.
Design a visually appealing website, portfolio, and downloadable materials that help educate customers and prospects. Add call-to-action buttons that visitors can easily access or schedule appointments with. This is what Fisher Tank did with inbound marketing strategies. The result? 500% increase in quote requests, website traffic that rose to 119%, and a spike in qualified sales opportunities of $3.4m.
There are many other ways to digitalise your marketing strategy. That may come from booking speaking engagements or creating and scheduling virtual workshops. Also consider working with influencers, newsletter subscriptions, and partnering up with paid or unpaid advertisements. All of these amplify interaction with your customers.
Digital marketing converts more visitors and doubles revenue in a year. What’s even better is it’s almost absolutely free to take advantage of digital platforms!
Strategies to Improve Sales with Facebook eCommerce
In 2020, Mark Zuckerberg launched Facebook shops for businesses to list their products. As part of its sales content strategy, it now has a feature for businesses to sell through Messenger, WhatsApp, and Instagram direct. With 8 million advertisers, this feature tags products during live streams on their websites. And the effort comes after the Covid-19 pandemic to help small businesses with more strategies to improve their sales.
Facebook, which also owns Instagram and WhatsApp, continues its reputation as the lowest-cost of advertising platform online. Its goal is to become a platform that targets the 300 million Facebook Shops visitors and be part of their shopping experience.
Facebook’s campaign objectives start from awareness, consideration, to conversion.
1. Awareness starts from introductory statements for viewers in the discovery stage. So, for ad campaigns, it’s recommended to include “Learn More” call-to-action buttons often.
2. When browsers are likely in the consideration process, you should encourage them to make a buying decision.
3. Lastly, you must include options for them to return to your site and complete a purchase such as an add-to-cart button.
A Facebook video sales content strategy should last between 4 to 4 1/2 minutes. Anywhere beyond that risks losing the interest and attention of browsers. Similarly, consistently posting and varying your content helps reach out to more enthusiastic audiences. So, you shouldn’t be talking about the same topic for weeks and bore potential clients.
Social Media as a New Sales Content Strategy
Draft your posts ahead of time. Make sure to align it with trending topics or international and local monthly events. That includes holidays or celebrations (Valentine’s Day, Labour Day etc.) Aside from that, restocking or a new line of products must be part of the “announcement” posts.
Provide high-quality visuals. That includes images and videos that entice and sell a “feeling” of a customer’s problems being solved by your service. Storytelling is the best type of content that works in this case. Everybody loves a good story, don’t they? So, share people’s real-life stories and journeys with your service. That sets the tone of honesty and genuineness.
Be responsive. Customer feedback and online reviews build up a trusted and high-quality brand/business. So, be there for your clients during their buyer journey and respond to all inquiries. The minute you pass the chance to entertain their queries, you risk losing them to your competitors. So, help them make a decision.
Investing in digital marketing is cost-effective. In fact, it’s a platform to understand and interact more with leads and new customers through optimised sales content strategy. In this new sales strategy, your content must be published at the right time and on a suitable platform for a specific demographic.
See, it wouldn’t make sense to post a 1000 word article on social media. Rather, it should be packed with a bunch of short, concise, unique, eye-catching, and engaging snippets.
Also, evergreen and viral content both generate customer engagement. So, you must discern when to choose one from the other through video content, images, infographic, and blogs. Therefore, by gaining web traffic through trending topics, customising your target market ranges from gender, profession, lifestyle, and hobbies.
Make the Experiences Memorable
In this economic climate, businesses can benefit a lot by adding thoughtful gestures to their usual products or services. It can be as simple as including a free roll of toilet paper or hand sanitizer. This is a very simple sales strategy to make your client feel more in touch with you. Small gestures of kindness can leave a lasting impact on the customers and make your business unforgettable.
If you’re engaging in deals with your clients, sending them a physical sample or prototype before your meeting can make you stand out. These are small pleasantries that allow people to connect to the physical world. The costs can be allocated from unused travel or meeting expense budgets, so it won’t eat away at the company’s expenses.
Interestingly on the flip side, some companies have found that employees actually thrive with a work-from-home setup with their structure. This could reduce overhead costs for renting meeting venues, electricity, food, etcetera. Find what changes work and utilise them.
Digital marketing helps you decide the quality and consistency of the content and brand that you want to establish with customers. It enables sales performance via content strategy setting aside the budget that lets you maximise opportunities. Most importantly, it’s the most cost-efficient way to accompany and influence the buyer’s journey.
– Leads and customer conversion
– Generates more revenue
-Provides opportunities to expand
-Engages and interacts with more customers
-Delivers customer support enhancement
-Helps consistently create brand awareness, exposure, and outreach
– Contributes to product or service information and education
-Digital marketing is a cost-effective marketing method
Surviving the pandemic as a business means taking measures to restructure more permanent changes. If your company can adapt to the current situation, there’s a good chance you’ll make it out unscathed and discover better prospects along the way.
The key is to innovate, keep sales at the centre of your goals, introduce thoughtful gestures, and strategies for a better customer experience. Finding new ways to connect to your customers and clients can really drive your company forward. By utilising market research and experimenting with new ways to be efficient, you can build a strong foundation that allows for longevity and expansion.
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