Promotions are major sales attractions at any time of the year. If they are planned, strategically built, and segmented, they significantly increase companies' revenue, especially during seasonal dates with potential for retail. Second result of the surveyPanorama of Marketing72% of closures and commercial inquiries made by companies are conducted on WhatsApp. The survey also shows that after-sales accounts for 55% of interactions on the app. The segment that uses the platform the most is theretail(74%), accompanied byreal estate market (70%), health and aesthetics(67%) andtechnology (40%).
Therefore, Rafael Jakubowski, CEO of Sanders Digital and a master's degree in commercial management from Business School São Paulo, specializing in sales via WhatsApp, emphasizes the importance of professionalizing the use of the app, training customer service teams, and strengthening communication processes to make them distinctive and efficient. According to him, "WhatsApp is one of the most powerful tools for relationship building and sales conversion if used strategically and with segmentation by companies," emphasizes the executive, who is also a CMO as a Service in large Brazilian companies.
The executive will also address how to accelerate sales through WhatsApp during theConnex 2024,largest marketing event in the South of Santa Catarina, which is in its third edition and will take place on August 3rd at the Criciúma Events Center.
JakubowskiAnother research finding highlights the messaging app as essential for sales conversion: 65% of people prefer to receive promotions and interact with companies via WhatsApp, instead of email, SMS, or calls. These data are from a survey conducted by Meta's Buen Fin 2023, which also shows that 75% of consumers are interested in communicating with brands in a manner similar to how they speak with friends and family, that is, through messaging apps.
Given this scenario,JakubowskiList three foolproof tips for companies to start implementing in order to accelerate short-term sales. They are:
- Product segmentation for your target audienceThere's no point in sending the same offer image to all clients on WhatsApp! Divide the customers into groups, for example: those who like green-colored clothes, those who bought shorts, and so on. With this, it is possible to offer a product that better fits the needs of that group of customers, which increases the conversion into sales.
- Focus on repurchaseWinning a customer is a challenge, and often the attendant ends up not paying attention to the customer's repeat purchase! Therefore, whenever a customer makes a purchase, it is strategic to create a routine to approach them with news and offers that match their profile. If possible, present some kind of benefit.
- Create a more aggressive discount coupon to attract old customers who have not purchased anymoreEstablish a customer base; it's worth gold. The more you learn to sell to this base, the more profitable the business becomes. It is important to create a discount coupon with an advantage that truly makes customers who haven't purchased before feel motivated to buy and take advantage of the opportunity. This will rekindle the sales with these profiles. Additionally, maintain communication with him after this sale; post-sale service fosters loyalty.
“I work with mentoring, training and lectures for small, medium and large companies from different segments and, in the last 12 months alone, with adjustments in the approach processes, we generated more than R$ 100 million in revenue for clients through strategies via WhatsApp”, emphasizes the specialist in commercial management.
Jakubowskiadds that, despite artificial intelligence and many other facilitating tools, consumers want to be served by people when it comes to WhatsApp, they want to talk to someone, get opinions. This is the profile of the consumer who prefers humanized service through the app and who actually makes purchases and becomes loyal. "It's what I call Concierge Commerce," explains the specialist.
