B-to-B: Customer Onboarding
For example, when new prospects respond to your communications, they are most likely serious about buying the product—but whether they buy from you depends on how you treat them. At each interaction, prospects are willing to provide another piece of information—i.e., budget range, decision timeline, etc.—in exchange for seeing how your product can solve their business problems. At that time, ask for their preferred method of contact, and respect that request as you continue the conversation.
4. Know When to
Close the Deal
Because there are so many ways prospects can find information about your company and products without speaking to you, it's important that each digital interaction provides value for your business and for the prospect.
Don't be fooled and think it's a done deal because a prospect is engaged with your brand online. Remember, that prospect could have had similar experiences with your competitors and only now be ready to evaluate options and make a purchase decision. By the time you have filled in the most important blanks in your records, and conducted a valuable dialogue, you should know whether contacts are ready to take your call when you contact them directly. Use the data you collected during your conversation, online and off, to know when to ask for the order.
Invite Them Along
Bringing new customers onboard seems like a complex process, with so many technologies and media formats available. However, success comes with using the most relevant channels and frequency to reach the prospects in your target market. That starts with a data-driven profile that is enhanced with insight and behavior throughout your conversation. Consider the value of 100 new prospects with complete contact information, online behavior and communication preference data to support your sales calls. Compare that to 500 new names in your database that lack those marketing insights. The value spectrum seems obvious.