Imagine the context of an approach where the promoter’s responsibility is to connect the semi-integral kindergarten and its differentials to the ideal client.
Of course, depending on the customer, it will take some steps to “break the ice”.
The act of breaking the ice corresponds to the action of seeking synergy between two or more parties before initiating a commercial approach.
This is important because it brings visibility about the openness, interest and possible fate of a negotiation.
In a coaching course aimed at business, the specialist reinforced that the business world is governed by human relationships and these can only happen if the parties involved feel that there is effectively a connection between them.
It is from this created connection that commercial teams will have more opportunities to convert sales. However, the big question is how to make the client open during the convincing moment.
It is true that selling is a challenging task, part of the commercial area professionals report that they have already been afraid of rejection or that they are afraid of contacting the customer via phone and in face-to-face meetings.
And in short, this feeling must be understood as something common to happen. But, currently, there are methods to circumvent business challenges, in order to invite the customer’s part to be active and not just reactive.
What is the Importance of Call-To-Action?
Translated from English, the term can be understood as a call to action. These calls to action can be found on websites, emails, advertisements, indicating to the customer or user the expected activity.
Within the commercial planning carried out in a recording studio , the relevance of previously identifying the opening of leads was highlighted, even before applying the sales funnel strategies.
Knowing that leads are potential customers, that is, those who have not yet made a purchase or signed a contract, but who follow the desired profile in the customer portfolio, it is worth emphasizing that it is necessary to create a relationship with them.
It is at this moment that the calls to action should occur, which during a negotiation is the salesperson’s role to lead the potential customer through the purchase journey.
However, mutuality is essential, that is, there must be openness and interest on the part of the customer to truly acquire a product or service. For this reason, in order to provide clarity to the seller, Call-To-Action techniques were used.
The call to action is basically a mechanism used to understand if in fact there is openness and interest on the part of the customer. It is a fact that when there is interest, the posture within a negotiation will not be entirely reactive, being active at times.
For a laundry with delivery , the call-to-action was implemented through emails during the cadence of the sales funnel, with the main purpose of retaining customers.
This action was characterized as a watershed for the commercial team, as it helped to identify customers who were truly interested in continuing to consume the services and then reallocating the team’s attention to them.
The fact of having people with greater interest than others in a product or service does not exempt the work of commercial teams from having to better develop a business, it only serves as a guideline on which approach to use.
With the right direction, then, it is possible to have greater chances of converting negotiations into sales and contracts, obtaining visibility on the stage that each customer is and what actions are necessary to lead to success.
Why to Give Clients a Leading Role in Negotiations?
Analyzing human relationships in general, it can be considered that during a conversation or relationship there is an alternation between the interlocutor and the receiver of a message.
This is essential for the communication to be assertive, as it opens the way for two or more parties to express themselves, indicating their perspective on some topic or agenda.
Bringing this sphere to the commercial environment, communication becomes the key to truly building the desired connection within the scope of a negotiation. Consider the process of selling a concierge and reception company.
This is a highly competitive field, like most companies, the company in question needed to present its competitive and comparative advantages to improve the brand’s positioning.
After carrying out a dedicated study on trends in its segment, the concierge and reception company defined that the action taken would be the implementation with humanized service.
Through humanized service, cadences were also put into practice as a form of communication through marketing emails and direct calls to the customer.
Although the calls were included in the action plan, the management team indicated that it would not be valid to bother customers with unwanted calls within this new scope of humanized service.
Therefore, the calls should only be addressed to customers who have effectively previously indicated an interest. With this, the integration between the communication vehicles starts to happen.
Sellers were instructed to contact by phone exclusively with customers who subscribed to the newsletter or who engaged with the recently sent marketing e-mail. This points to a possible interest.
Such a decision can be understood as the momentary transference of the protagonism in the communication to the client, opening space for the alternation in the established dynamics of the contact between both parties.
This attitude was important because it made a non-invasive approach, but still assertive, ensuring communication maintenance and ensuring that everyone was open to expressing their perspective on the negotiation itself.
The Call-To-Action is nothing more than a support to the teams, serving as a mechanism to assist in the process of converting customers, through this factor, then, some steps in communication are seen, such as:
- Gain Attention;
- Arouse Interest;
- Identify the Desire;
- Decision Making through Action.
With the observation of these steps, it is possible to have support to see what measures can be taken to avoid the loss of a lead or even start new prospects if necessary.
Getting the customer’s attention is certainly something that makes a total difference to their position in the sales funnel.
Analyzing the measures taken by an outsourced gardening company , marketing campaigns and communication can be seen as key.
It is the function of marketing to have tools to draw the attention of the customer by promoting a product or service, directing the campaign so that it directly reaches the target audience, through appropriate language and communication vehicles.
The use of Call-To-Action within this scope should focus on validating the techniques used, it is at this stage that the company begins to understand the customer’s profile and how communication should be done, this is expressed by downloading ebooks, for example.
For retail in the form of sales that take place physically, the task of identifying the effective interest of consumers in products such as personalized children’s bags is simpler .
However, for the business world the task can be a little more complicated. Therefore, it is the role of sellers, through humanized service, to delight customers.
Personalizing the service according to the profile of each customer is necessary, either using algorithms to suggest products or services via well-positioned marketing emails and also, if there is an openness, inviting customers to meetings.
The Call-To-Action at this stage will serve as a guideline given to the commercial teams about the opening given by the customer and how to best insert the ways of contact.
Identify the Desire
In order to identify the purchase desire, the consumer must have gone through the prospecting, qualification and presentation stages carried out by the commercial team.
At this point, teams should start to turn the key to protagonism within the negotiation, granting greater dynamism to established communication, it is time to listen carefully to customer expectations.
The call to action is positioned as an invitation directed to the customer, so that they come clearly, express their purchase intention.
It is true that communication cannot always be successfully established, but a commercial manager of a beauty equipment rental company highlights that the so-called red flags are essential to be understood.
That is, the lack of engagement on the part of the client is a sign that there is effectively no interest and it is only the commercial team’s responsibility to gently end the contact, making themselves available and maintaining an informative communication.
Decision Making through Action
After being successfully driven to the end of the sales funnel, the customer then has the responsibility to finally make the purchase decision.
Of course, at this stage, commercial teams must position themselves against the competition and forward comments about price and discounts to decision makers.
The call to the customer is then made through meetings and calls, or even via email, but an assertive response is required about their purchase decision.
Call-To-Action is the right arm to support companies to have better conversion rates, giving visibility to the process and providing guidelines for the application of strategies.
However, commercial relations are a two-way street, that is, they do not dispense with the interaction between the parties involved in a negotiation.