Have you ever thought that doing sales is a drag while running your business? And drifted towards marketing as it could be the answer to make customer acquisition easier but you just can’t find the correct fit there?

Improving customer acquisition while running an SME can be a challenging task. It’s basically holistic sales where you cannot actually see the difference between marketing and direct sales as everything is just communication in order to serve. Here are my recommendations for making more sales without bringing in a sales expert and ensuring scalable processes for the future:

1. Automate Smartly

Automation can save time and resources, but it’s essential to be strategic about it. While AI offers many possibilities, attempting to automate everything may not be the smartest move. Instead, focus on automating tasks that are repetitive and data-driven, ensuring that the human touch remains where it matters most.

2. Focus on Your Customers

Understanding your customers is crucial. Here are some key points to consider:

• Why did they buy from you?
• What did they need to know before making a purchase?
• How familiar are they with your offering?
• Did they have any concerns or red flags they overcame?

3. Build Automation Around Customer Insights

Use the insights gathered from your customers to inform your automation efforts:

• Make Calls Based on ICP: Create an Ideal Customer Profile (ICP) based on the common traits of your best customers.
• Automate Audience Targeting: If there are clear common denominators among your customers, you can automate the process of finding the right audience (eg. doing web scraping with python).
• Automate Outreach: Use the information your customers needed to know before purchasing to nurture your audience in a way that adds value and is welcomed.

4. Track Inbound Activity

Having systems in place to track inbound activity is crucial. This data can provide valuable insights into what’s working and what’s not.

5. Align Messaging Across Channels

Consistency is key. Make sure your messaging is aligned with how you sell:

• Replicate Successful Sales Conversations: Use the language and topics that resonated with your actual customers.
• Provide Next Steps: Ensure that every piece of communication (LinkedIn messages, cold emails, phone calls) includes a clear path for the customer to learn more.

6. Utilize Technology

There are numerous technologies available that can help streamline your process while maintaining a human touch. For example, CRM systems, email marketing tools, and AI-driven analytics can all play a part in making your sales process more efficient.

7. Collect and Analyze Customer Insights

Include methods for collecting customer insights as part of your sales process. Regularly cross-reference and analyze this data to ensure your messages remain aligned and relevant.

8. Regularly Update Your Process

While you don’t need to constantly overhaul your strategy, it’s essential to review and update your approach regularly (maybe with a little help form AI as long as you are careful with the data privacy). In stable markets, a bi-annual review should suffice to ensure your processes are still effective.

Let’s Connect

If you have ideas or want to spar on this topic, please feel free to contact me (LinkedIn). I’m exploring how I can help SMEs with customer acquisition in a resource-effective way. Together, we can streamline your processes and improve your sales strategy.

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