Unless you’ve been living under a rock (and we’re talking a rock with really bad cell reception), you have probably encountered someone using a cellphone to purchase items, gain more information about a company/product/service or interact with a sales team.
With more than 90% of Americans owning a cellphone and mobile search traffic skyrocketing, the newest version of the American customer is decidedly the mobile customer. That being said, if you’re thinking that your tried and true sales and marketing techniques will transition directly to mobile, think again. Today’s mobile customer is a whole different breed that requires a whole different set of selling techniques.
Before we jump into selling tips and techniques, were going to start with the basics. “Mobile” means anything coming through a wireless device such as a smartphone or tablet. This “take anywhere” mobility can access the internet, apps, email and engage in interactive displays with emerging technologies such as NFC (near field communication). The greatest challenge isn’t figuring out how to get on the channels mobile customers are using, but figuring out how to stand out in them.
In order to succeed, there are a few main concepts you need to understand first. Below is a list of the top three things to keep in mind when selling to the new mobile customer.
If you’re selling something fairly simple, such as an article of clothing or a mid-priced television, your audience is more likely to make an immediate purchase. Often price- and convenience-motivated, these customers respond well to clear calls to action, simplified mobile user interfaces and an easy checkout process. If your customer feels too many steps are required to complete the checkout process, they may abandon their cart and never return.
If you’re selling something that requires research and shopping, focus on making the information easy to find and easily digestible. Mobile-optimized images, quick download speeds and clear-cut bullet points and lists may help your potential customers navigate the site to gather the information they need. Offering to follow up with additional information or providing a simple request form may help you stay connected with these prospects after they’ve moved on to another site in search of additional information.
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No, this isn’t about going green. Rather, to understand how to best target you mobile customers, you need to put yourself in their shoes. Obviously, mobile users are “on-the-go” but they can also be an extremely captive audience – for a very short window of time. They check their phones in the check-out line, on public transit and while waiting for their next meeting to start. These prospects are interested in content, sharing and discussion – not overt advertisements and sales pitches.
Use this opportunity to put forth your most compelling and interesting content, telling a story and inviting engagement. Forget entirely about your “pitch” for a moment and create content that people actually want to read and share with their friends. To help support exposure, consider sponsoring* your best content to reach a wider audience. However, your work isn’t done when you sponsor that post. It actually has just begun – you’ll need to constantly monitor it for comments and interaction – this is your time to shine!
Don’t commit the cardinal sin of solely attracting prospects via mobile. Your mobile customers are offline customers too. Your prospects will often engage with your brand on multiple channels before becoming a customer – but they’ll engage with your competitors as well. By leveraging all available channels, you may just edge out your less savvy competitors. Consider multi-platform marketing and sales funnels such as:
Connecting all your channels will ensure your customers will engage with a cohesive brand regardless of whether they’re on their phones, online or in store.
In a way, selling to the new mobile customer is not really selling at all. With the exception of providing an excellent user experience through a responsive mobile site, selling to the new mobile customer is more about long-term engagement and relationship building than overt sales tactics. While your specific execution will vary depending upon the product or service you’re selling, the basic tactics are simple – engage and communicate. And repeat.