Three-tier model
Source: shutterstock.com
Stages of communication:
At the first stage, interaction with leads is email lists uk carried out by a call center operator, who evaluates the prospects of each potential buyer and sorts them.
After that, the OP specialist starts working with target clients. He accompanies the buyer until the application is closed.
At the final stage, the account manager maintains contact with the client after the order has been paid. His goal is to stimulate a repeat purchase.
Pros:
Good scalability.
There are opportunities for an objective analysis of the reasons for customer departure . It is possible to find out at which stage this occurs and which link in the sales structure is weak.
A fairly narrow specialization . Each employee performs only a certain set of work functions, which provides great prospects for building an effective personnel motivation system.
High performance .
Due to the fact that several specialists work with the client in sequence, there is a need to develop detailed instructions for each of the positions. This will help to increase the efficiency of horizontal and vertical communication between the company's departments. The disadvantage of a sales model consisting of several stages is the need to carefully study and control all business processes. And these activities cause an increase in costs.
Four-level
Sometimes the three-level system is expanded by hiring another specialist, whose area of responsibility includes communication only with customers who have paid for the purchase. This manager constantly notifies consumers about new promotions, expansion of the range, the appearance of new products, etc. The specialist's task is to stimulate customers to make a repeat purchase.
Four-level
Source: shutterstock.com
This sales model is typical for companies operating in the B2B format or producing exclusive products. The role of the marketing department is important in this scheme. In practice, a combination of two or more models is sometimes used or adjustments are made that take into account the specifics of the enterprise and the target audience. If the sales model is correctly drawn up, the volume of products sold will increase, and the regular customer base will grow.
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
Direct sales model
Let's say a businessman sells one type of product. He sets up advertising on a thematic site with a description of the product's characteristics. The use of such a scheme is caused by the entrepreneur's desire to encourage the visitor to perform a target action: register, subscribe, make an order.
What you need to pay special attention to:
It is not worth posting such information on the main page of the site, on the subsections of which information about the company, the specifics of the activity, contact information, etc. is usually published. It is best to use a separate page so that buyers do not waste their time searching for the information they need, but immediately get an idea of the advantages of the product.
It is important that the advertisement matches the content of the site. Any inaccuracy or outdated information will cause mistrust in the potential client.
The page should encourage the visitor to take a useful action.
Let us discuss in more detail under what circumstances it makes sense to use the direct sales model.
This scheme is effective if well-known, well-proven products (services) are offered. The client does not need additional explanations, he already understands the value of the offered product. Usually, this category includes everyday products that are in stable demand: food, clothing and footwear, legal services, beauty salons, fitness centers, etc.
Direct sales model
Source: shutterstock.com
To ensure that the offered products are in demand, a businessman can analyze the statistics of keyword queries, using, for example, the corresponding Yandex service. If you enter the phrase "bathroom tiles" in the search field, you can find more than 12 thousand queries, and for the words "black ceramics for the bathroom" you will find only 96.
Therefore, the first option is more understandable to consumers. But the second requires an explanation of how this product differs from its analogues. Therefore, when setting up advertising for any exclusive product, you need to focus on its uniqueness, and only then can you talk about the advantages.
Here are some examples of products with unclear presentation (features are not clear to the average user):
credit brokerage;
video tutorials;
online lectures;
bankruptcy services for individuals.
What method can be used to implement the direct model to increase sales?
If you are selling a regular standard product, you need to present it in a way that makes it different from your competitors. When launching an advertising campaign, you can highlight the features of your product. For example, more favorable delivery conditions, after-sales service, qualified consultations, etc.
If the product is exclusive, you should focus on conveying information about its unique properties; the consumer should clearly understand what need he will meet with the help of this product.
In both cases, the customer journey is described by the following diagram: Advertising → Landing page (website) → Orders/applications.
Recommended articles on this topic:
32 methods of finding and attracting clients
KPI for the sales department: how to calculate and implement
Company Marketing Plan: Short and Detailed Versions