1. Effective Customer
Acquisition

2. What is Customer Acquisition?
• Process by which a company gains
new customers
• Blend of Sales & Marketing
• 6 Parts to Customer Acquisition

3. Customer Acquisition ROI
• Combination of Sales & Marketing
ROI
• Marketing ROI
– What brought lead into the sales funnel?
• Sales ROI
– What was the cost to close the deal?

4. The Purpose of Marketing
• The purpose of marketing is to generate
qualified leads for your business.
There are 2 components of marketing to
accomplish this
1. Awareness
2. Action

5. Marketing Awareness
• How are you getting noticed?
• What are the different types of
awareness?

6. Marketing Action
• Once people know you exist, why will
they interact with you?
• What are different types of Calls to
Action?

7. Sales Funnel
• Leads enter from
the TOF.
• The sales funnel
is porous.
• It’s also non-
linear.

8. Segmented Sales Process
Initiation
Qualification
Negotiation
Determination

9. Initiation Stage
• Identify the target market
• Guide the target market to interact
with the company
• Track similarities between the intended
target market and the actual leads

10. Qualification Stage
• Assess the needs of the lead
• Assess the capabilities of the
organization
• Determine if there is a match

11. Negotiation Stage
• Negotiate the terms of the agreement
• Quote or present a price
• Adjust prices (haggle)

12. Determination Stage
Purchase made
Competitor
wins
Lead
disqualified
No decision
made
Four possible outcomes.
Sales Funnel

13. SPEAR 90-7-1™

14. Questions?