平衡您的销售策略.pdf

1、Balancing Your Sales StrategyFocusing on the right customers?Damien WilsonFaculty DirectorWine Business InstituteIntrosMiryam ChaeDTC DirectorDarioushIntrosUsing Metrics for CAC implementationA stream of new customers keeps the lights onIn this session well go over CAC(customer acquisition cost)&CLV

2、(Customer Lifetime Value)What they meanHow theyre calculatedWhat impacts each oneMeans for deciding a focus on acquisition or retention in the world of DtCBalancing Your StrategyThe most important thing is to focus.You cant be everything to everyone.Focus on:Who You AreWhat is Ownable to YouWhere Yo

3、u Want to GrowHow You Engage Your StaffManaging Differentiated DTC ChannelsAligning Sales Aims with Channel-Specific RealitiesDifferentiating Sales Aims(1/3)-Acquisition-FocusedCold Call(Tasting Room&Telesales)Primary Aim:Pure AcquisitionManagement Focus:Call volume,new member conversion rates,list

4、quality,cost acquiring customers(CAC).Customer State:Unaware or low-intent.Goal:Convert a new customer in a single,high-touch interaction.Differentiating Sales Aims(2/3)-Retention-FocusedWine Clubs(Subscription)Primary Aim:Turning Retention to CLVManagement Focus:Churn rate,average member tenure,mem

5、ber satisfaction,purchasing behavior,upsell/cross-sell/downsellCustomer State:Converted and(ideally)loyal.Goal:Maximize the long-term value of an existing,committed customer.E-Sales(E-commerce)Primary Aim:Transactional Efficiency Management Focus:Cart abandonment,conversion rate,Average Order Value(

6、AOV),SEO/SEM traffic.Customer State:Self-directed,high-intent,in-market.Goal:Leverage brand desire and serve as a pathway into the wine club.Differentiating Sales Aims(3/3)-ComplementaryWine-Buying Groups(Flash Sales,Message Bombing)Primary Aim:Move Volume&InventoryManagement Focus:Units sold per of