Sales Skills
February 21, 2024

Advocating for customers while reaching business objectives

Customer engagement and renewal conversations are becoming more difficult in today’s economic environment. Budget freezes and general uncertainty of the market are causing renewal cycles to be much longer. Layoffs and job movement means it is likely to lose touch with your point of contact. However, in the face of these challenges, it is important to keep customers at the center of every sales and renewal conversation. This  ensures you are advocating for them and you are delivering their needs now and in the future.

Our panelists  Rachel Bernstein (Yotpo) and Mary Rose Craycraft (Grammarly) shared some tactical tips for advocating for customers while meeting your business goals.

More emails do not equate to more engagement.

Purposeful communication considers the customer lifecycle. What is your ICP doing now and how can your message best support them? To design a thoughtful life cycle campaign, you have to know your customers and why they are buying from you. If you’re not getting any engagement, diversify your outreach.

Try to be 3-wide and 3-deep.

With high career turnovers lately, stakeholders are changing and this slows down renewals. To avoid the chaos that ensues from your POC leaving a company, find more advocates by connecting with three different departments, and three individuals within each department.

Make it easy for your customer to find you.

Rather than increasing the amount of outreach to the point of exhaustion, consider how you are supporting your customers when they have a question in real-time. Be there in small moments rather than in big emails with so many updates about your product or services.

In everything you do, keep your customers at the center of it. It is important to optimize your processes to best support and deliver your value to your customers. Build touchpoints with them, take feedback, and make sure it is communicated to the right stakeholders. Most importantly, humanize your interactions to best nurture your relationships.  

Want to learn more? You can stream the full event recording here.

Thank you to all of the WISE partners for making this event possible and our panelists for sharing their time and advice.