In today’s competitive world, it is important for any business to align sales and support for a long-term growth of a company.
One of the biggest mistake that companies make is they focus more on generating sales rather than paying more attention in nurturing relationships with the existing customers.
A strong alignment between marketing, sales, and support will help you to plan and act upon your end goals more clearly.
Read this blog, if you are looking for ways to align sales, marketing and support to accelerate growth and long-term success.
Even today, a number of small and medium scale businesses misinterpret sales and support as same. But in fact, they differ from each other.
Let’s consider these marketing attributes:
Now consider support attributes:
These attributes are tied to the service department of any company but not sales. There is a finite and clear line between sales and support service. Though they are different but proper alignment between sales and support will improve customer service and increase conversions and sales.
So, what to do?
Admittedly, you will have to bridge the gap if there is any? Sales and support often work closely to generate more leads and to handle customer support.
In such scenarios, smart communication tools like video chat come in handy. This single tool has all the potentials to find the proper balance between your sales and support team and it also does this in such a manner where your customers get benefited.
Consider these attributes of live video chat software:
Statistically, neo-modern businesses are using live video chat service to unite their sales and service team as it encourages sales with better conversion possibilities and it also increases the time efficiency of your support team. Moreover, the most important feature of live video chat software is its transferability.
Admittedly, your sales and support teams can work in tandem on the same video chat by switching it internally within them when it is required. And, the most important feature of live video chat software is that it can set two important factors for obtaining a better alignment between sales and support, i.e. workload sharing and efficiently matching.
There’s more to analyze. Are your sales and service representatives equipped with the cutting edge communication technologies like Live chat, co-browsing, screen sharing and the others?
Services like Acquire come in handy in such cases with their brilliant communication product features.
So, what are the probable solutions?
There are many like mutual understanding, a doable sharing of workloads and a strong coordination between sales and support team. Admittedly, you have everything to find the right balance. Employ them all today.
“Great salespeople are relationship builders who provide value and help their customers win.”– Jeffrey Gitomer
The existing infrastructure of your support team and your customer retention policies are the key metrics here. A New customer is always welcome but at what cost? Would your service team be able to serve that customer properly? Are you maintaining the proper workforce balance between your sales and support team?
These elemental questions need to have answers for your growth. Else, you are risking your customer relationship status. If you are not adding values to your service, you will not be able to grow your business on a long-term. It’s truly analyzed by the Helpscout, that improper alignment between sales and support leads to huge loss of customers.
Admittedly, growth is necessary for every business, but the slightest misalignment within your sales and service team puts your long-term growth strategies in a dark abyss.
“You don’t earn loyalty in a day. You earn loyalty day-by-day.” – Jeffrey Gitomer
Smallbiztrends says that it costs 16x more to attract new customers rather than to maintain a good relationship with existing customers. If your existing customers are happy with your service and have trust in your brand then it will surely bring new customers. So for a growth of the business, customer retention is the most important factor.
It is necessary that your marketing strategies should be planned in a manner that it focuses more on existing customers.
Many businesses think that by having more number of the agent in the sales team will double the revenue. But this is not a real concept anymore especially if you take customer retention as a serious business factor for your long-term growth. Consider these issues:
Don’t push your service team to handle your customer’s queries in haste. If this happens, there will be a high chance of important customer queries going unnoticed.
As a result, you will get negative ratings and these will not help your business to yield a positive growth on a long-term basis. So, do take customer retention processes seriously and help your service team to offer them the ‘wow’ effect. Collaborating sales and support team can improve customer retention.
I bet, every business wants to grow, and the sales team has been the main growth engine for decades in every business vertical. Justified? 1000%.
Is your support team is closing customer query tickets as fast as possible? Are some of them missing to add the required value with those closed tickets? Is your increasing customer base feeling the ‘one-of-a-kind’ service experiences they require?
If you are doubtful answering these important questions then probably your sales team is making your service team slog. Believe me, this is not a good sign for your long-term growth. Your revenue and closed customer queries are not the most important metrics.
What is the quality of that revenue? Will it live long? Customer churn rate? These metrics also seek your undivided attention. Admittedly, the amount of revenue is directly tied up with sales approaches, but it does not define the quality of it as your sales team is not concerned with that.
We are only talking about finding the right alignment between your sales and support team. There is another important factor, and that’s your operation/engineering team. Are you scaling them up to meet the growing demands of your customers?
It’s true that your operation team is the backbone of your business and they need to stay in sync with both your sales and support team. This will improve your customer support efficiency. Thus aligning sales and support can help your company immensely.
Are you measuring your growth?
A versatile growth management system tells you whether you are on the right track or you are promoting practices that are not consumer-centric. Before you even start, you need to have customer usage data. Churn it to extract the information lying beneath these data sets and measure, measure and measure.
When growth management is concerned you will have to stay focused on these elemental factors:
Growth is all about how good you are analyzing these metrics. One thing is for sure that numbers do not misguide you. You can trust them in order to gain your consumer’s trusts.
Added to that, always focus on the single truth that, your business depends on the four main pillars, and they are sales, support, product, and marketing. Each one of them is equally important.
I bet, these ways are not the only ways to understand the entirety of the relationship between sales and support but surely, these can help you to understand the same.
So, what’s your take on this? Do share with us.