Direct Line Blog

Marketing, Sales, and Customer Experience—Oh, My!

Share this article:
Marketing, Sales, and Customer Experience—Oh, My!
Marketing, Sales, and Customer Experience—Oh, My!

So, I'm strolling down the aisle in Bloomingdale's when a woman's enchanting smile caught my eye. She said, “Welcome to Dior.” A few hundred unexpected dollars later, I was a new, and loyal, Dior customer.

The thing is, I wasn't even headed to Dior. My birthday was looming, so I intended to splurge on something decadent for myself that (wasn't chocolate and) I had never purchased before: Chanel lipstick.

But the sales manager at Dior changed everything. Her beguiling approach captivated me. Her enthusiastic introduction to beauty advisor Kristene convinced me that she was the right salesperson for me. And she is. Kristene is knowledgeable, upbeat, and charming. In fact, I like her so much that since that fateful day I will only buy from her. If she's busy when I arrive at the Dior counter I go browse elsewhere until she's free.

I buy all my other makeup and skincare products from Clinique, and as pleasant and knowledgeable as its salespeople are, they're no Kristene.

The whole thing got me thinking about the relationships between marketing, sales, and customer experience. As a beauty advisor, Kristene's role is salesperson. She never pushes products, but I often purchase more than I intended when I visit. I try new items or new colors. I go for a lipstick and leave with three other items, too.

The point is that her sales style is fun and engaging. It's a great customer experience. But it's also excellent marketing. Kristene's approach builds customer loyalty; it encourages word of mouth and repeat purchases. She has the “customer data” she needs to upsell and cross-sell in real time. She engages in “direct marketing” when she mails or phones me with invitations to special events that she knows will interest me, or simply calls to check on how I like a new product I've tried. (As for "personalization," she remembers my name even if I haven't been there in a couple of months.)

A great salesperson is a key touchpoint in a multichannel marketing strategy. Consider: I saw an ad for a new Dior product last week. Then I received an email with a link to learn more about it online. I clicked and now I may try it, so I'm headed to Bloomingdale's this afternoon for Kristene's opinion.

Think about your own experiences with salespeople—B2B and B2C alike. You probably all know a Kristene. At least I hope you do. Engaged and engaging employees are as potent a marketing tool as the most avid customer. They're an integral element of the customer experience that links marketing and sales. And, a potent one at that.

Share this article:
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week


Concerned about growth? With over 25 years experience in the industry, the list experts at Fairfield Marketing Group possess the know-how to help immediately improve any domestic or international direct marketing effort. First-time and well-established mailers can rely on Fairfield Marketing Group's expertise to help launch campaigns into positive and profitable ventures.

Find out more here »

More in Direct Line Blog

Unhidden YouTube Talent

Unhidden YouTube Talent

The problem with trends: Most brands find out about them when they're already cresting. But virality means getting behind a trend before it hits.

The Honeymoon's Over: How to Fix the Agency/Client Relationship

The Honeymoon's Over: How to Fix the Agency/Client ...

Marketers, if it annoys you when your agency leaves the toilet seat up—tell them. This and other tips on how to dispel the illusion of productivity.

The Age of the Customer Intensifies

The Age of the Customer Intensifies

Forrester's David Cooperstein explains how successful marketers focus not only on campaigns, but also on the customer.