Customer Acquisition

Written by Andrew Kozlov
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Acquiring new customers involves deliberate strategizing and methodical execution. Customer acquisition professionals describe their strategies and theories in metaphors normally associated with war planning. They meticulously plot out “battlefield landscapes” and devise competing “aggression strategies” for processing client responses and mobilizing follow-up phone calls to close deals.

There are several basic strategies used for customer acquisition. One is simply to develop a new market niche and steal customers from old niches. This is a powerful idea--the problem is that you need an incredible amount of creativity and momentum to lure people away from old consumer haunts. On the plus side, this strategy often proves profoundly lucrative.

Three Powerful Ideas to Promote Customer Acquisition

A more conservative acquisition strategy might be to swallow up competitors in the hopes of becoming an industry behemoth. This is of course easier said than done. Industries which rely on customer acquisition are notoriously “dog eat dog.” The key here is to develop your acquisition strategies with your competitors in mind. You don’t have to be the best that ever was--you just have to be better than your industry peers.

A final tactic for customer acquisition involves networking. If you have a particularly great product or service, one which customers get excited about, you can use that customer enthusiasm to generate leads. Of course, there's a limit to how much you can pressure even the most enthusiastic customers to advocate for your business, and you don't want to go overboard.


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