Direct Customer Engagement
Sales are built on trust.
Cultivate it early with personal relationships.
Everyone prefers to do business with people they know. As a buyer, it’s much easier to feel comfortable about buying from a company whose leader you can talk to personally. As a seller, personal relationships help you to understand and address customers’ needs and concerns.
Trusted personal relationships with overseas customers can give you an edge over your competitors. The CEO who directly engages with the right people in the early stages of overseas expansion gains a head start over those who neglect relationship-building.
SALES BEGIN WITH MEANINGFUL CONVERSATIONS
One-on-one personal relationships lead to higher sales. This is especially true for high value deals, which close on meaningful engagement, ongoing dialogue and trust.
Productive dialogue doesn’t happen by accident. It’s always give and take. People are far more likely to engage with those who have something of value to say. If you can offer valuable insights and useful information, potential allies will respond to you openly and enthusiastically. They will want to keep talking to you and will make an effort to maintain the relationship.
Such relationships lead directly to opportunity.
THE POWER OF A STRONG AUTHORITATIVE VOICE
A company that conveys an aura of authority will attract and influence customers. The company’s executives will find it easier to develop leads and close sales.
Credibility and authority can be built by disseminating ideas and opinion through a direct customer engagement strategy and communications campaign. Regularly discussing your industry sector, brands, products, markets and issues in an interesting and intelligent way helps customers to get to know you and your company. You build your reputation, encourage one-on-one conversations and ease deal-making.
DROWNING IN A SEA OF NOISE
Unfortunately the world is full of competition and clutter. It is increasingly difficult to capture and hold the attention of elite audiences. It’s even more difficult to meet senior people in a setting that encourages frank and productive dialogue. Relatively unknown companies will find it even more difficult.
To meet and talk with potential customers and partners, trade exhibitions are popular â€“ often too popular. Exhibitors vie for attention against hundreds of competitors. Incumbent brands usually dominate and overshadow new entrants. The most senior people often don’t attend and to achieve a result means exhibiting at many expensive shows.
Overcoming these issues requires broader thinking and a sophisticated approach.
LEAD THE CONVERSATION WITH A CUSTOMISED CHANNEL STRATEGY
Customer engagement is initiated by creating thoughtful and valuable information that acts as a conversation starter with customers. The next step is to ensure your messages and information reach potential customers and kickstart dialogue.
Developing tailored content and customised trade events in partnership with trusted third parties can achieve strong customer engagement. Examples include sponsoring an industry conference or an intimate round table discussion designed specifically for invited senior leaders. Also effective are online forums, micro sites and webinars featuring live debate, interactive data or question and answer sessions. Initiatives like these result in thoughtful prolonged interaction with potential customers.
Typically customer engagement campaigns are rolled out over a period of years, sometimes with intervals of three or so months between bursts. It is important to gauge audience response to your message and gather metrics. Feedback obtained from interaction with potential new customers can provide insights and advantages for future business opportunities.
The Economist Group has a long history of developing content and channels trusted and accepted by the global elite.
A PARTNERSHIP WITH GOING GLOBAL LENDS AUTHORITY AND ENABLES YOU TO DIRECTLY ENGAGE WITH KEY ELITE AUDIENCES IN GLOBAL MARKETS.
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