Why Location-Based Technology is the Key to Your Sales Strategy

Why Location-Based Technology is the Key to Your Sales Strategy


As a consumer, you may have thought, “Who cares?” when those in your social networks started “checking in” to restaurants, shops, and sporting arenas with GPS-location based apps like Foursquare. But as a salesperson, this sea of information is undoubtedly the gold pot at the end of the rainbow.

Location-based technology has played a critical role in giving sales and marketing folk unprecedented insight into their audience’s behaviors, buying preferences, and favorite pastime activities. It also sheds light on the level of loyalty consumers feel toward particular brands. The fact is that today’s consumer is willingly—and happily—sharing personal information in cyberspace. And, as a sales manager, your job is to teach your team how to capitalize on this information.

According to the Pew Internet Project’s 2013 mobile technology study, 74% of adult smartphone owners, ages 18 and older, use their current location to obtain additional information. Your sales strategy can be greatly augmented by this behavior as your reps can take advantage of this freely flowing information to tailor strategies to specific customers.

Let’s take a look at four ways location-based technology has become the newest member of your sales force:

1. It Lets You Know They’re Interested: Instead of going after a portion of the market that does not yet know about you—or has no immediate need to work with you—encourage your reps to go after a demographic already invested in your value proposition. Target customers who comment on your blogging platform, converse with you on social media, forward your email marketing campaigns, or advertise that they have already engaged with your company and service offerings. Organic, unsolicited interaction with your brand gives your sales team a list of potential leads who are more likely to convert.

2. It Builds Loyalty With Existing Customers: By employing location-based technologies—and leveraging techniques like near-field communications, location-based advertising and Bluetooth marketing—your company is better equipped to not only attract new customers, but also retain your most loyal ones. For those who already interact with your brand, offer incentives or value-adds every time they share with others in their network that encounter with your company. Grant them first access to discounts, new product unveilings, and corporate briefings. In so doing, you will go to great lengths to reduce attrition rates.

3. It Leads to Quicker Conversion: Chances are if someone is tweeting about your latest marketing piece or product announcement, he or she is eager to move down the sales pipeline. While most leads aren’t ready to convert during the first interaction, these types of prospects are more inclined to sign the dotted line, as there is already something about your brand they like. A sales strategy that leverages the power of location-based technology will see conversion ratios increase.

4. It’s Free Advertising: Location-based technology has resulted in brand ambassadors, or people who willingly evangelize on behalf of a company. These consumers voluntarily give your company greater visibility, which means your message is spread without you ever lifting a finger. As revealed in the Pew survey, 30% of adult social media users say at least one of their accounts is currently set up to include their location in their posts. That means a significant portion of people are currently spreading the word about their favorite brands. As a sales manager, this is free advertising that you can’t ignore!

As a consumer, you may have thought, “Who cares?” when those in your social networks started “checking in” to restaurants, shops, and sporting arenas with GPS-location based apps like Foursquare. But as a salesperson, this sea of information is undoubtedly the gold pot at the end of the rainbow.

Location-based technology has played a critical role in giving sales and marketing folk unprecedented insight into their audience’s behaviors, buying preferences, and favorite pastime activities. It also sheds light on the level of loyalty consumers feel toward particular brands. The fact is that today’s consumer is willingly—and happily—sharing personal information in cyberspace. And, as a sales manager, your job is to teach your team how to capitalize on this information.

According to the Pew Internet Project’s 2013 mobile technology study, 74% of adult smartphone owners, ages 18 and older, use their current location to obtain additional information. Your sales strategy can be greatly augmented by this behavior as your reps can take advantage of this freely flowing information to tailor strategies to specific customers.

Let’s take a look at four ways location-based technology has become the newest member of your sales force:

1. It Lets You Know They’re Interested: Instead of going after a portion of the market that does not yet know about you—or has no immediate need to work with you—encourage your reps to go after a demographic already invested in your value proposition. Target customers who comment on your blogging platform, converse with you on social media, forward your email marketing campaigns, or advertise that they have already engaged with your company and service offerings. Organic, unsolicited interaction with your brand gives your sales team a list of potential leads who are more likely to convert.

2. It Builds Loyalty With Existing Customers: By employing location-based technologies—and leveraging techniques like near-field communications, location-based advertising and Bluetooth marketing—your company is better equipped to not only attract new customers, but also retain your most loyal ones. For those who already interact with your brand, offer incentives or value-adds every time they share with others in their network that encounter with your company. Grant them first access to discounts, new product unveilings, and corporate briefings. In so doing, you will go to great lengths to reduce attrition rates.

3. It Leads to Quicker Conversion: Chances are if someone is tweeting about your latest marketing piece or product announcement, he or she is eager to move down the sales pipeline. While most leads aren’t ready to convert during the first interaction, these types of prospects are more inclined to sign the dotted line, as there is already something about your brand they like. A sales strategy that leverages the power of location-based technology will see conversion ratios increase.

4. It’s Free Advertising: Location-based technology has resulted in brand ambassadors, or people who willingly evangelize on behalf of a company. These consumers voluntarily give your company greater visibility, which means your message is spread without you ever lifting a finger. As revealed in the Pew survey, 30% of adult social media users say at least one of their accounts is currently set up to include their location in their posts. That means a significant portion of people are currently spreading the word about their favorite brands. As a sales manager, this is free advertising that you can’t ignore!

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