Whether by curating the most relevant product and content recommendations or offering a robust FAQ section, being proactive to anticipate and meet customer needs means more marketing personalization and a better relationship with your customers. In fact, 91% of customers are more likely to shop with a brand that provides relevant content, offers and recommendations.
3 ways to anticipate customer needs
1. Take the time to research prospects
When a sales representative is developing a conversion strategy, they should do some research on the prospect ahead of any talks. The sales rep should look at the prospect’s website or LinkedIn profile to make sure they know the basics of their business, like the market they serve, how many employees they have and the most common services they provide.
If the sales rep has an idea of what will most likely be of interest to the prospect, they can customize the pitch ahead of time to highlight the most relevant information, as well as any additional offers that build on the prospect’s current needs.
Nick Triola from McMahon Truck Centers has seen success doing just this with RigDig BI.
2. Make data-driven decisions
UCC data provides valuable insights on your prospects. You know what they buy and when they buy it. This gives you the opportunity to see what kind of equipment they are interested in and what buying cycles they follow.
Setting up a reminder with services like EDA’s Milestone Watch tells you when equipment or truck leases are about to end so you can proactively develop your sales strategy and contact equipment buyers when it’s time for them to lease equipment.
3. Pay attention to current customers
Investing in a good CRM system to keep track of all of your business interactions streamlines customer relationships and sales management, as well as yields actionable insights from your current customer base. Looking into current customers that share characteristics with certain prospects, such as size and preference for new or used equipment, gives you the opportunity to leverage a similar sales strategy to convert those prospects.
It’s also important to continuously examine customer feedback, whether through reviews, surveys or frequently asked questions, to know what common concerns or opinions may be shared within your audience. When you proactively address these for one customer, you are likely addressing them for other customers that share the same opinions.
Conclusion
Customers prefer brands that work proactively to offer products and content that they want before they even ask for it. Convert more prospects and anticipate customer needs by researching prospects, analyzing UCC data for the perfect time to reach out with an equipment offer and using insights from current customers to apply widespread strategies for proactive marketing.
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