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How to overcome 3 biggest obstacles to efficient Direct Selling in messengers

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.

Obstacle #1. Personalization brings much more orders but limits the number of customers the seller is able to contact

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:

Obstacle #2. Lack of tools to distinguish which customers were engaged with what you offer until they reply

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.

Obstacle #3. You can measure the number of orders but you are unable to track and adjust the efficiency of communication

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.

In conclusion

To summarize, here’s the list of actions to help your salespeople master the selling via messengers:

    Provide salespeople with personalized message templates and landing pages
    Use digital tools to distinguish which customers were engaged to prioritize contacting them
    Track how customer browses the marketing materials to craft special offers on the products customer is interested in
    Measure the number of sent messages to detect the drop in activity before it leads to the sales decrease.
    Use the sales activity tracking to calculate and adjust the conversion rate

P.S. Would you like to discover how Cotano can help your salespeople to use digital channels, , to sell more? and get best practices from our 10+ year experience in Enterprise IT solutions, sales productivity, and coaching.