Hardly any other topic is as significant and at the same time associated with so many partly unpleasant feelings as acquisition. “I can’t sell,” is a standard phrase we hear over and over again in our consultations. Many people immediately think of cold calling, door-to-door sales or, in the worst case, so-called pushers who talk people into something they never need.
But founders who have a good product or a great service to offer need not be afraid of acquisition at all. With the right strategy, you can reach your customers no matter what. We have compiled a list of the most important factors for you.
What are we really talking about?
Let’s start with the term. Acquisition basically refers to the process of winning customers or business partners for one’s own company. The aim is to focus on the needs of potential customers with the right measures and strategies and to find out how best to address them. Founders are already familiar with some of the considerations to be made from the business plan.
- Target group analysis: Understand who your potential customers are and what they need.
- Value proposition: Communicate clearly and concisely how your product or service meets the needs of your customers.
- Networking: Use your personal and professional relationships to reach potential clients.
- Online presence: Use social media and other online platforms to spread your brand and attract potential customers.
- Follow-up: Track your progress and adjust your acquisition strategy to ensure you’re getting the best results.
Inhibitions in acquisition
It is perfectly normal to have inhibitions when it comes to approaching potential customers or business partners. You are not alone in this, as already told at the beginning. In direct acquisition, preparation is the be-all and end-all. The better prepared you are for the interview, the less fear you will have. Familiarise yourself with your product or service and practice communicating your value proposition. If you keep looking for opportunities to talk to people, you will notice: Practice makes perfect. You can also build up a network instead of approaching potential clients directly, and then there is the good old online acquisition.
Of course, it is easier to address the clientele via the internet, to use social media and other online platforms. But there, too, the following applies: Be professional, distance yourself from your business, that is, take the other person’s position. You can practise this. The more often you do it, the more confident you will become.
Acquisition strategies for the internet
We already talked about online marketing in the last article. Here is something more concrete. There are many different acquisition strategies that you can use on the web. Here are some possibilities:
- Inbound marketing: The inbound marketing strategy focuses on attracting potential customers through relevant and useful content. This includes, for example, blogging, SEO, landing pages and email marketing.
- Referral marketing: A referral marketing strategy focuses on attracting potential customers through referrals from existing customers.
- Outbound marketing: An outbound marketing strategy focuses on actively approaching potential customers, e.g. through cold calling, direct marketing or advertising
- Trade shows: Participating in industry events and trade fairs can be a great way to meet potential customers and introduce your business.
- Guerrilla marketing: A guerrilla marketing strategy uses unconventional methods to gain attention and attract potential customers, e.g. through street marketing or viral marketing.
- Influencer marketing: An influencer marketing strategy uses the reach and trust of influencers in a particular industry or community to attract potential customers.
In all of this, you should always remember that none of these strategies is the best choice for every business. It all depends on your target group, the industry and your company. The best way to do this is to try different methods and find out which ones work best for you. In the next post, we’ll go into more depth together on how you use inbound, referral, outbound and the other marketing strategies.