Acquisition vs. retention
A strategy tuning And action plans are something to do regularly, even more so in times of uncertainty like the ones we are living through.
Taking into account the effects of the pandemic, It is expected that the objectives will be revised.; still...they are for to be achieved!
Time to invest in portfolio management or in acquiring clients? Or both?
In today's world, most salespeople need to possess skills in these two areas: managing their portfolio, deepening relationships, and acquiring new clients. Some businesses (as our client Vodafone taught us) used to do a... clear distinction between the Hunters and the Farmers.
The first group was asked to maintain a remarkable pace in identifying potential customers (a process based on a powerful lead generation mechanism) and converting them.
O skills kit Above all, their strength lay in an excellent ability to quickly gain the trust of their interlocutors, in mastering a range of questions, and in possessing above-average presentation skills. Resilience was also a fundamental characteristic, given the high number of "no's" the Hunters received.
The second group is asked to develop the business relationship: taking care of the customer through regular follow-up, Identifying needs (to enable up-selling and/or cross-selling) and exceeding expectations. Understanding the client's business, being a true partner., Anticipating their movements in order to add value are undoubtedly added values that an excellent Farmer must bring.
Can a top Farmer be "betrayed"?
The question is too simplistic to be answered with a simple yes or no. Sometimes, the customer craves more.Something different; someone who understands you better, added value.
Other times, the Farmer "falls asleep" and stops taking care of his client.; Invariably, they believe that a phone call now and then is enough to know if everything is alright…
Just like in relationships, dating should be constant.. Being there. Surprising. Adding value. Being aware of the competition.
There are Hunters out there who specialize in "disrupting" relationships.
