Christian Leborg
strike up a conversation

First sales contact

The sales process is a dialogue between seller and potential customer.

What does contact between the seller and customer involve?  With the emergence of digital media as channels for commerce, the divide between the process of generating sales leads and converting them to customers is blurred. The contact between provider and consumer may constitute the first awareness of an offer or may be the beginning of the customer's final decision.

Why do customers and salespeople want to initiate contact?  The seller or the customer initiates contact because one or both of them believes the offer may satisfy a need that the customer has. The first call is the beginning of a marketing and buying cycle that establishes a relationship between the two.

How does contact happen? The first point of contact may be a potential consumer clicking on a link, searching for something, or approaching a sales clerk in a store. The initial contact between seller and buyer is the first conscious step in the decision process towards transaction of a service or product.

“Sales are not closed during the first contact just like a fight is not usually won in the first round.” – Steve Leamon

When does the customer want contact with the seller?  The customer might have had impressions of the product or service, and built up anticipation before any contact with the provider has taken place. The contact between people or contact through interaction of interfaces can happen early in the buying cycle or just prior to the transaction of payment and services. It is the customer who makes the call.

How does the customer feel about contact with the seller? The end user might be the first to initiate contact with a query to the provider. In other cases, it is the seller who is the more persistent and follows up with the most contacts towards the buyer. Some B2B consumers are waiting for and anticipating a call from a sales representative the moment they have downloaded a a free content product.

Where do the parties have contact with each other?  In physical stores there may be varying degrees of customer service and self-service, but online stores usually rely on automation and self-service. By collecting data from customer's actions and transactions through automated services, online stores can make automated digital contact and deliver services that feel like human interventions from a salesperson.

I think it’s exciting as a marketer to consider both marketing and sales as one continuous process. Customers do.

What do you think are the most important activities entrepreneurs should do to increase their sales?

Christian Leborg

Christian Leborg

Christian Leborg is a visual communicator and branding consultant. He specialises in building brand strategies and brand identities. Christian has worked with several specializations within visual communication as well as teaching and being an author. Christian now works on his third stint as an entrepreneur.