Have you noticed that your marketing seems to be doing a great job of pulling customers in and that your sales team can land those customers, but customers are quickly leaving your company afterward? It is time to examine your marketing and sales tactics to see why customer retention suffers.
Here are three key ways marketing and sales strategies can drive customers away from your company.
1. False Promises
If your marketing and sales team lacks good communication with customer service or an understanding of what your company offers, they may make sales, but you may find it difficult to retain those customers for long. Your marketing and sales team may make promises in hopes of landing a customer, but customer service may not be able to deliver on those promises.
Customers may leave a negative impression of your business if they believe they were guaranteed something they didn’t get. It is essential that your marketing and sales team know exactly what your company has to offer to customers so that they don’t promise something difficult or impossible to deliver.
2. Unclear Next Steps
Say your marketing indicates that a potential customer need only fill out a contact form or send in their email to begin the process of onboarding with your company. It is extremely important that once the potential customer takes this step, sales are prompt in following through on it.
If your customer has to wait even a week after taking the step that marketing told them to take, they may start to rethink whether they want to sign up for what your business offers after all.
3. Limitations in Fine Print
Nobody likes fine print. If your marketing team is advertising something to a potential customer, but the customer later finds out that there are restrictions or parameters on that advertised benefit that were not made clear to them initially, they may be very frustrated with your business.
Customers may walk away, irritated that they have invested time and effort into taking the steps they have already taken. They may be vocal about their frustrations with your company, discouraging other prospective clients from signing on with you.
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How to Prevent Marketing and Sales From Hurting Customer Retention
The best way to prevent these potential issues from driving customers away is to have superb communication between your marketing, sales, and customer service teams. Ensure every step of a customer’s experience is consistent and free of unpleasant surprises.
Open up lines of communication between your departments so they can discuss their experience in recruiting customers, selling to them, and working with them once they sign on. Make sure that your onboarding procedures for all teams also include presentations about how the other departments work so that it is clear from the beginning exactly what the customer should experience from the beginning of the sales process to being a customer.