Having a marketing strategy allows you to attract the right target audience and encourage purchases more quickly. However, the techniques are so diverse that it's easy to get lost. There's already a significant gap between prospects and customers. You'll need to implement the right actions to engage each of these groups.
PRM: a new concept compared to CRM
Much less common, the term PRM , or " prospect relationship management ," refers to managing relationships with prospects . It has recently appeared in business jargon. Indeed, until now, only CRM , or " customer relationship management ," was known, which is simply customer relationship management in French.
Before developing any strategy, it's crucial to remember that a prospect is still only a potential customer . This means they haven't yet made a purchase, and the team needs to convert them into an actual customer. Note that a prospect must have already made initial contact with your company, unlike a suspect who simply meets the criteria to be considered part of your target audience.
Nevertheless, there is a common foundation to both concepts. In both cases, it's about managing a relationship with an individual. This isn't simply about regularly sending emails . On the contrary, technology must be used wisely to personalize the contact, to create a dialogue with real added value.
The role of prospects and customers in the purchasing process
purchasing process model developed by Engel, Kollat, and Blackwell (1968) highlights five stages: the expression of need, information search, evaluation of alternatives, the act of purchase, and post-purchase evaluation. An individual is considered a prospect until they have reached the fourth stage: the purchase.
In the first three stages, the individual becomes aware that they have a need to be met. Naturally, they will search for the product or service capable of filling this gap. This is where the salesperson's work begins. Indeed, at the end of their search, the prospect will be faced with several choices, and this is where your offer must stand out from the competition. It is essential to highlight the advantages of your product, such as technical specifications , discount offers , the warranty , and after-sales service . Only by reassuring the prospect will you be able to convert them into a customer.
In the last two stages, the work isn't any easier. Indeed! After enticing your prospect to buy, you now need to build loyalty so they don't go to your direct competitors. Beyond discounts on future purchases, it's the relationship between the service provider (you) and the customer that will convince them to stay or leave. It will be essential to guide them in discovering your brand and keep them updated on your product catalog.
Techniques specific to PRM and CRM
The PRM
Unlike CRM , which relies heavily on the customer journey, prospects are seen as unpredictable . They will therefore approach your company initially seeking information. Salespeople must be trained to determine prospects instead of mechanically listing all the specifics of a product (this is tedious and drives potential customers away). Instead, they should focus on questions such as: "What exactly are you looking for? A smartphone? What's your budget? What do you intend to use it for?" These seemingly simple questions remain the best way to capture your prospect's attention.
This is primarily a front-office role, where the sales force is constantly in contact with new potential clients . For optimal results, particularly in large retail chains, it is recommended to assign sales representatives to specific product categories. This will allow them to specialize and avoid confusing different aspects of each product.
In some sectors, such as banking, prospective clients are even invited to a manager's office to learn more about the products. If you reach this stage, it means the client is highly interested. The next step is to deliver the final blow by highlighting benefits they hadn't considered.
CRM
That's it! The first sale has been closed, but this is just the first step for your business. Now that you have another customer in your portfolio, don't let them go! This is where after-sales follow-up comes in. It's important not to confuse this with after-sales service. This is a proactive, not reactive, approach. In other words, it will now be up to you to reach out to your customer to find out if they were satisfied with their purchase. If they have any comments about your product, don't take it personally! It's an opportunity for you to make adjustments and show that you care about their satisfaction.
In addition to this post-purchase analysis , it's helpful to keep your customer informed about new product arrivals, for example. This can be done by sending regular newsletters . Since these are informative emails, avoid lengthy texts and get straight to the point.
You must keep in mind that your relationship with your client will be crucial for what happens next. You'll need to answer their questions as best you can, even if it means making a phone call . Also, be careful not to fall into a common trap! Instead of exaggerating the features of your offer, opt for an honest approach that highlights both its strengths and weaknesses. You'll quickly notice that your client will appreciate your authenticity and be more inclined to continue buying from you.
Sources
https://www.e-marketing.fr/Definitions-Glossaire/Modele-Engel-Kollat-Blackwell-242406.htm
