Effective Customer Acquisition

What is Customer Acquisition?

• Process by which a company gains new customers• Blend of Sales & Marketing • 6 Parts to Customer Acquisition

Customer Acquisition ROI

• Combination of Sales & Marketing ROI• Marketing ROI – What brought lead into the sales funnel?

• Sales ROI– What was the cost to close the deal?

The Purpose of Marketing

• The purpose of marketing is to generate qualified leads for your business.

There are 2 components of marketing to accomplish this1. Awareness2. Action

Marketing Awareness

• How are you getting noticed?

• What are the different types of awareness?

Marketing Action

• Once people know you exist, why will they interact with you?

• What are different types of Calls to Action?

Sales Funnel • Leads enter from

the TOF.

• The sales funnel is porous.

• It’s also non-linear.

Segmented Sales Process

Initiation

Qualification

Negotiation

Determination

Initiation Stage

• Identify the target market

• Guide the target market to interact with the company

• Track similarities between the intended target market and the actual leads

Qualification Stage

• Assess the needs of the lead

• Assess the capabilities of the organization

• Determine if there is a match

Negotiation Stage

• Negotiate the terms of the agreement

• Quote or present a price

• Adjust prices (haggle)

Determination Stage

Purchase made

Competitor wins

Lead disqualified

No decision made

Four possible outcomes.

Sales Funnel

SPEAR 90-7-1™

Questions?