Sales and promotions are not something e-commerce businesses often concentrate on. They tend to spend most of their time trying to cut corners and doing the promotions themselves. They often don’t have a sales and promotions team and might not even understand why it’s so important. But sales and promotions should play a central role in any business no matter if it’s a brick and mortar one or if it operates solely online. Here are some of the reasons why sales and promotions can boost your e-commerce store.
Reach Audiences You Couldn’t Online
The reality is that too many e-commerce stores focus too much of their attention on finding people online. They don’t realize that a large portion of their audience might not be spending most of their time there. Brands that deal with older demographics or more active ones may find themselves struggling to attract or convert clients online. But, with a good sales and promotions team, you’ll be better equipped to meet your audience where they are.
Better After Care Service
When you have a well-organized sales and promotion team, it makes it much easier to keep tabs on clients and follow up with great customer service. Hopefully, your team will be using a CRM that allows them to transfer information about clients seamlessly in an automated way. This allows your sales team to create a detailed profile of each client and help your after-care team get a clear image of who they’re talking to.
This alone will make your brand look much more professional. You’ll be able to answer your clients’ inquiries about the shipment of a product, for instance. Your team will be able to make observations that show that they know who they’re talking to and give advice that would work for them. This will also show your team’s professionalism.
But, more importantly, all the information that both teams will be relaying to each other will allow you to come up with offers tailored specifically for these clients. Your team could give discounts and use calculators to calculate the price after the discount to show clients how much they could save. This alone could help boost your sales instantly.
Utilize Sophisticated Marketing Tools
You may already be using things like a CRM and email marketing, and maybe you have started integrating them with diverse tools like your content management platform, for instance. However, if you don’t have true expertise in dealing with these tools, you won’t be able to use them to their full potential.
A sales and promotions team will be able to do much more with all of this data. They can use it to track the direct effects of a marketing campaign you just launched, or they might be able to track results over time and present them in a clear and easy-to-understand report. These are all things that will allow you to run a more efficient operation and make sure that every dollar you spend on marketing counts.
Sales and promotions teams are simply better equipped to deal with the torrent of information that comes from your analytics tools. They know what drives conversions and what doesn’t. That makes them valuable partners to any marketing team. If you take your marketing seriously and want to monitor results, then you have to have a solid sales and promotions team on your side.
Increase the Bottomline
Another great thing about sales and promotions is that they can help increase your bottom line at times you need the most. For instance, they will be able to know at which time of the year is a better option to run a special promotion, or you might ask them to ramp up a promotion because you need to raise capital or because you have cash flow issues. Having a good sales and promotion team will allow you to have more flexibility and react quickly to different situations.
Have a Clearer View of Your Sales Process
With a sales and promotions team, you’ll also have a better understanding of your customer’s buying processes. One of the things a sales and promotion team will monitor is the sales funnel, which is the series of actions a client takes from encountering your brand to making a purchase. They might realize that a portion of the sales funnel might be pushing clients away. They can then either eliminate it or tweak it through testing so you can boost conversions. These are all reasons why sales and promotions should play a primordial role in e-commerce. If you haven’t already, make sure to take this part of the business more seriously if you want to reap the benefits.