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Client Attraction and Retention: when to bet on each strategy?

Atrair e Reter Clientes

When we talk about attracting and retaining clients, we know that this is the Achilles heel of many companies, and a big challenge for many of them.

That constant concern about generating more and more leads only increases the pressure on the teams, making the efforts revolve around attraction, leaving aside something essential, client retention.

It is necessary to balance these two points. That is why I thought it would be interesting to cover the following topics in this article:

  • Attract or retain: which one is more important?
  • When does your company need to invest in each of them?
  • Active prospecting: a way to generate more leads.
  • Attracting and retaining clients needs to be a focus in your company’s planning.

Reading time: 7min

Attract or retain: which one is more important?

We know that the main goal of attraction is to make more people get to know your company’s solutions and want to acquire them, while customer retention is to nurture this relationship, making them want to consume other solutions from within the company, here strategies focused on loyalty are used.

So, which one is the most important?

It is time to answer this question and understand what benefits it can bring to your company.

The first step is to understand where your company stands and analyze how your sales funnel is doing.

Both attracting and retaining are essential, however, it is the moment in which she finds herself that determines which of the two makes the most sense to focus on.

Winning new clients is fundamental for all companies, however, it is retention that will keep them and make the consumer purchase other solutions. Retaining is a long-term investment, has a lower cost, helps build your company’s image, and makes it easier to close new business.

When does your company need to invest in each of them?

It is interesting to note that many companies end up choosing only one of these strategies when they feel the need to do so in difficult times, in other words, when they are struggling to generate new leads, efforts are invested in attraction, and in cases where the client retention rate is falling, the goal begins to be their satisfaction.

And then comes the question: when does my company need to invest in each of these strategies?

Just like a bicycle, which depends on both wheels turning mutually in order to move forward, in the same way, customer attraction and retention strategies need to function in this way.

It is important to remember that they should not only work in periods of need at one or another stage of the sales funnel, but recurrently to ensure continuous results.

Active prospecting: a way to generate more leads.

To assist in the lead attraction strategy, it is impossible to leave aside Active Prospecting, which is the engine that any company needs to boost its sales.

Because it is more agile, prospecting guarantees a fast return on investment, especially when it is well structured. In addition, it is also possible to increase the conversion rate and ensure the productivity of your company’s salespeople.

Elaborating a plan and choosing the right tools can make your routine more efficient, and constantly evaluating the metrics is fundamental to track the success of the prospecting and define the next steps.

Attracting and retaining clients needs to be a focus in your company’s planning.

Throughout this article we have talked about the importance of both strategies and how they complement each other to ensure the best results for your company.

Instead of choosing which strategy is best for your company, add both as a focus in your company’s planning, align the current needs and define the necessary actions.

This needs to be done continuously and it is also necessary to make the planning clear to everyone involved, tracking the metrics daily and executing the actions to achieve the goal.

Author

Sirlene Santana

Sócia e KAM na Optmy. Tecnóloga em Processos Gerenciais pela UniAteneu (2016). Anteriormente, fui Analista de Internacionalização no Centro de Empreendedorismo da Universidade Federal do Ceará. Sou apaixonada por Marketing, principalmente esportivo, e Produção de Conteúdo.

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