As more people practice physically distancing themselves from one another, instant messengers have become the dominating channel of communication - WhatsApp has a 40% increase in usage, and Messenger usage has increased by 37%. Messaging is more popular than even calls because parents prefer texting to calling while looking after children who are staying home.
That's why one of the best things you can do right now to increase revenue is to help salespeople master selling via messengers. In this article, you'll figure out what obstacles you should overcome in order to see quick results.
According to McKinsey, personalization drives a 5 to 15 percent increase in revenue and 10 to 30 percent increases in marketing-spend efficiency. Even better, 78% of consumers are more likely to be repeat customers if you provide targeted and personalized offers.
However, crafting a personal message for every customer is a huge productivity challenge. It's not only about typing speed but it also takes time to remember the previous communication, offers, etc.
The ultimate solution for the problem is to provide salespeople with message templates that are automatically customized, based on the customer's personal information. To maximize the conversion rate, you can combine those templates with personalized landing pages:
While meeting a customer face-to-face, a salesperson can see the customer's reaction by eye contact, facial expressions, gestures, tone of voice. To offer the relevant product, the seller just looks on what page of the marketing materials (video, catalog, PDFs, etc) customer is paying attention to.
When a salesperson is sending a message via WhatsApp or any other messenger, the only thing she can see is whether the message is read.
If one customer has watched the product video for 10 minutes but didn't reply and another customer has just opened the chat and immediately closed it - chats with them look the same way.
To separate engaged customers and prioritize contacting them, the great solution is integrating tracking tools into the sales workflow. Here's the example of how Cotano app tracks a customer who opened a link:
However, being informed that someone has opened your link is only half of the battle. To convert engagement into a completed order, it's also important to send a strong follow-up message.
One of the best ways to craft such a message is tracking how customer browses the marketing materials in order to detect which products he is interested in. Thus, a salesperson is able to make a special offer including these products.
You can't control what you don't measure. Unfortunately, popular messaging apps don’t directly provide the stats on how many messages the salesperson sent and how they worked.
However, while helping a top-3 Network Marketing company digitize its field sales, we discovered that embedding personalized templates into the sales app, motivated salespeople to use the app for sending messages to every customer.
That gave us the ability to track how many customers a salesperson contacts per day and detect the drop in activity before it leads to the sales decrease. Moreover, having that number means you can calculate the conversion rate and start optimizing it.
To summarize, here’s the list of actions to help your salespeople master the selling via messengers: