Customer acquisition and customer retention are important issues for any company today. A simple definition of “customer acquisition” is the process of acquiring or obtaining new customers, and/or converting prospects to customers. “Customer retention” is the process of keeping, sustaining, and/or growing the relationship your customers have with your company and its products and services.

These activities become more involved for business-to-business, value-added, manufacturing, and technology companies that create and distribute complex products and services that require training and specific product knowledge in order to use the product or service effectively. Using e-learning, i.e., a learning management system to deliver web-based training and support for complex products and services has several advantages.

Customer Acquisition Uses of Web-Based Learning Management Systems (LMSs)

1) Educate your prospects on your products and services. One advantage of using a e-learning to deliver product training and support is that the web-based LMS becomes an effective way in which to educate a prospect on your products and services. Sales cycles for complex products and services can take from three to eighteen months or more to make the sale. In business-to-business selling situations, several people at many different levels need to evaluate the product and must be educated on your company’s wares before they can come to a decision.

2) Customize your approach to each of the different stakeholders involved in the sale process. The Chief Financial Officer (CFO) will have a different set of concerns about your products and services than Chief Information Officer (CIO). The user interface layout and content of the web-based learning management system can be customized to each of the specific stakeholders’ needs. A web-based learning management system can contain several courses, training modules, or repositories of information specifically designed to meet the needs and address the concerns of all the various stakeholders in the decision making process.

1. Make your reader visualize they have already bought your product in your ad. Tell them what results they have gotten and how it makes them feel. They’ll already become emotionally attached before they buy.

2. Turn your ad into an article. It could be a story, or how-to article. This will lead them into your ad without them knowing it’s an ad. They’ll already be interested when they get to your sales pitch.

3. Make sure you show your reader that they are getting a bargain. Tell them the usual price you sell your product for is $99. Then tell them if they order today they can buy it for $69.95.

4. Direct your ad headline to your target audience. Your readers will feel important and belong to a select group of people who buy your product. For example; “Attention! Accountants, Discover A New Way To Increase Your Client Base!”

5. Tell your reader how fast they can receive your product or service in your ad. Their buying decision may be based on how fast they can receive your product. They may need it by a certain deadline.

Today I would like to look at the matter of persuasion. How do you get your prospects to take action?

I remember as a door-to-door salesman, my instructor often said that you must understand ‘why people buy’. It has a certain ring to it doesn’t it? If you know why people buy then you can gear your ads towards these ‘psychological buttons’.

Before I go any further, I would just like to mention that this is in no way ‘manipulation’. It’s just common sense that you don’t approach someone about an important decision when they’re angry. Every wise wife knows how to place their husband in that ‘mood’ before they spring their special request on him!

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