Promotions are great sales attractions at any time of the year. If they are planned, strategically built and segmented, they significantly increase the turnover of companies, especially on potential seasonal dates for retail Marketing Panorama72% of the closing and commercial service made by the companies is on WhatsApp. The survey also shows that the after-sales accounts for 55% of the interactions in the application. The segment that most uses the platform is the retail (74%), accompanied by real estate market (70%), health & aesthetics (67%) and technology (40%).
Therefore, Rafael Jakubowski, CEO of Sanders Digital and master in commercial management by Business School Sao Paulo, sales specialist by WhatsApp, emphasizes the importance of professionalizing the use of the application, training the service teams and strengthening the communication processes so that they are differentiated and efficient. According to him, “o WhatsApp is one of the most powerful relationship and sales conversion tools, if used with strategy and segmentation by the companies”, emphasizes the executive, who is also CMO as a Service in large Brazilian companies.
The executive will also discuss how to accelerate sales through WhatsApp during the Connex 2024 largest marketing event in the South of Santa Catarina, which is in its third edition and will take place on August 3 at the Criciuma Events Center.
Jakubowski another research data that indicates the messaging application as essential in sales conversion: 65% of people prefer to receive promotions and interact with companies through WhatsApp, rather than email, SMS or call. This data is from a survey conducted by Buen Fin 2023 of Meta, which also show 75% of consumers interested in communicating with brands in a similar way to which they talk to friends and family, that is, through the messaging application.
In view of this scenario, Jakubowski lists three infallible tips to start being applied by companies, aiming to accelerate sales in the short term. They are:
- Product segmentation for your target audience: it is no use sending that same image of offer to all customers on WhatsApp! Divide customers by groups, for example: those who like green clothes, those who bought shorts, and so on. With this, it is possible to offer a product that fits better the needs of that group of customers, which makes the conversion into sales increase.
- Focus on repurchase: winning a customer is a challenge and often the attendant ends up not paying attention to the buyback of that customer! Therefore, whenever a customer buys, it is strategic to create a routine to approach it with news and offers that match his profile. If possible, present some kind of benefit.
- Create a more aggressive discount coupon to attract old customers who have not bought more: establish a customer base, this is worth gold. The more one learns to sell to this base, the more profitable the business gets. It is important to create a discount coupon with an advantage that really makes customers who have not bought more feel like consuming, seize the opportunity. This will re-heat the flame of sales with these profiles. In addition, keep communicating with him after this sale, after-sales service is loyal.
“Atuo with mentoring, training and lectures for small, medium and large companies from different segments and, only in the last 12 months, with adjustments in the approach processes, we generated more than R$ 100 million in revenue for customers through strategies by WhatsApp”, emphasizes the specialist in commercial management.
Jakubowski he adds that, despite artificial intelligence and so 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 by the application and who effectively buys, if loyal. “It is what I call Concierge Commerce”, explains the expert.
