Customer advocate

Customer advocate


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A customer advocate is a devoted customer who believes in the value of your business and trusts your product(s) to be worthy of recommendation. They are willing to share their experiences with your product with others, which can greatly benefit your sales process. Customer advocates often collaborate with businesses on case studies, article posts, backlinks, and webinars.

Positive endorsement from existing customers is one of the most compelling tools a potential customer can use in a purchase decision. This makes customer advocates extremely valuable to your organization.

You may have customer advocates approach you, but more often you will have to identify them. Look for repeat customers, glowing reviews, and long-term relationships.

Example: You notice a longtime customer referring a lot of leads your way. You reach out to them and find they're super happy with your services. You ask them if they'd be interested in being a customer advocate, and you plan a webinar with them that brings in even more business. Yay!

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Cross-selling, in sales, is when a customer is persuaded to add an additional, complementary product to their purchase. Cross-selling is important because it boosts overall revenue and can also increase the customer's satisfaction since the related product serves to improve their experience with the product initially being purchased as well.

The key to cross-selling is o understand the customer's needs and anticipate a product that would help improve their experience with that product or service. Cross-selling is not effective and can lead to dissatisfaction is the complementary product is irrelevant, inappropriate or incompatible.

Cross-selling is similar to upselling, which is when a salesperson persuades a customer who is already making a purchase to opt for a more premium option.

An example of cross-selling in B2B SaaS would be a company that sells their CRM to a customer also marketing a document-management technology that would help support the function of that customer's business.

Example: Rick, a sales manager at a SaaS company for invoicing software had a big day. He made a sale of his company's software to a large client who wanted to improve the workflow of their accounting department. Rick also sweetened the deal by cross-selling a partner company's subscription management software.

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Channel partner program

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A business initiative that drives revenue through established distribution partnerships rather than direct sales and marketing. Channel partnership programs are common in a wide variety of industries, including software-as-a-service (SaaS). Companies love channel partnership programs because they’re often a more efficient way to drive revenue than traditional sales and marketing tactics. Since partners are tasked with finding leads, referrals, and/or sales, company employees don’t have to generate these valuable business outcomes directly themselves. They simply have to enable partners to be successful.

Channel partnership programs have many benefits. In addition to being a more efficient source of growth, partnerships often help companies access new audiences through their partners. For example, a software company may have great traction finding new customers through paid search ads. But if they partner with an agency that has a roster of clients who are not as digitally savvy (and thus may not find the software company via Google), the company can access a new audience that they previously would not have been able to reach. What’s more, agencies often have built deeply trusting relationships with their clients, so a recommendation from the agency means prospective clients will be primed to trust the software company more.

Example: Rivka drove 45% Acme Corp’s FY2022 revenue through her channel partner program.

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