Having live data about our customers in Intercom has helped us build scalable processes to do this. To accomplish this we leverage material like our docs, blog posts, webinars and books, which can help our customers see success quickly. We always aim to add value to every interaction rather than simply look to close a deal. This is the business equivalent of getting a ‘sup? text from an acquaintance you barely know and haven’t seen in agesįor the account management team at Intercom, this meant moving away from “just checking in” messages and going deep into our data, understanding how our customers use our product and spotting ways they can use it better – be it through trying new features or adding a new product.Īs we scaled out the team, we set out guiding principles around how we’d communicate with our existing customers. This isn’t just important before a sale closes, either – increasing customer lifetime value involves building and maintaining customer trust once the deal is done and they’re signed up to use your product. For sales teams, it’s now more important than ever to find a way to connect with customers personally and cut through the endless noise of transactional messages. Buyers are more informed than ever, and face-to-face engagement forms only a tiny part of the buyer-seller relationship.
As sales trainer John Barrows recently told us, “We have to stop spamming people, both on the sales and the marketing side.”īuyer/seller dynamics have shifted in many ways thanks to messaging, and especially in SaaS. It feels lazy, looks spammy, and it more than likely isn’t going to elicit a response because – guess what – everyone else is doing it too. Untargeted outreach like this is the business equivalent of getting a “‘sup?” text from an acquaintance you barely know and haven’t seen in ages. Let me know if I can help with something!” On the other hand, it’s now really easy to spam 50 people.
On the one hand, it’s now really easy to send out a message to 50 of your customers to say “Hey Eric, just checking in to see how you’re getting on. When it comes to engaging with customers, modern messaging tools can be a blessing and a curse to relationship management teams.