As many individuals from the scientific community and the business world can agree, the interaction between customer and company has changed forever as a result of the COVID-19 pandemic. While in the near future we may return to seeing some of the traditional methods of customer engagement become successful again, technology will enable companies to return to growth.
From the lens of a traditionally successful company in industry verticals like pharmaceuticals, manufacturing, consumer goods, or even automotive, the shift to online interactions and app-based communication has been a shift that most are not well equipped to handle. Investments in technology are often littered with a set of evolving requirements, a litany of legacy systems, and a group of leaders who have not built or implemented tech solutions in the past. Make no mistake that this is the norm rather than the anomaly.
The takeaway from this article is the important timing of starting the digital shift. When the world has decided that in-person engagement through meetings, lunches, happy hours and customer visits are not viable options, finding ways to engage your customer through digital means is a bet worth taking.
Reach your customer with technology
A high touch customer in a one-time sale vs a high touch customer with repeated, predictable sales is a sales challenge that can be addressed by technology. In the one-time sale, the sales rep is of the utmost importance as the driving force behind the purchase of that product depends on so many factors including the level of service they receive. The effect of this service tends to drop off as the product becomes a commodity purchase over time.
We’ve found that regardless of the price of the product (as long as it is competitive), customers prioritize convenience and transparency after the first purchase. Applying consumer sales tactics to enterprise and b2b purchases can be much more effective when you have the purchasing power literally in their hand. Recurring orders, flash sales, subscription purchasing, special promotions, loyalty programs, etc., can all be implemented and drive engagement and ultimately more orders.