Strategies for customer acquisition

Cold acquisition

Cold acquisition, also named cold calling, means approaching potential new customers who do not yet know you. It is a combination of sales and marketing. You offer your product or service through various channels. For example, through promotional teams at an event, by contacting businesses by phone, or via an advert on social media.

Tips for cold acquisition

Give cold acquisition time. On average, you need 7 contact moments before someone decides to do business with you. “Multiple contact moments are important,” says Daniëlle de Jonge. As a speaker, trainer and author, she helps entrepreneurs become commercially attractive. “Alternate between online and offline contact. And find a way that suits you. For example, get in touch once a quarter with people you would like to work with.”

Network via LinkedIn

“Social media is the new networking,” says De Jonge. “Networking has mainly shifted to LinkedIn. You could choose to go to a 3-hour networking lunch. You could also spend that time on LinkedIn and reach out to more people in the same amount of time.

Do you want to connect with someone? Then personalise your LinkedIn invitation. There is always a reason why you want to get in touch with someone. And look for a reason why the other person might want to connect with you.”

2 examples

1. ‘I work a lot with the legal profession; I see you work at firm X. We don’t know each other yet – would you like to connect with me?’
2. ‘I see you’ll be attending event X soon; I’d love to meet you there – shall we connect beforehand?’

Warm acquisition

Warm acquisition means approaching an existing customer. For example, you might send a customer who has made a purchase in your online shop a special offer for similar products after a while. Warm acquisition helps you build a relationship with your customer.

Tips for warm acquisition

• Keep in touch with existing relations. For example, with a newsletter or email marketing. Make sure that you bring added value to those moments of contact. For instance, with new information that might interest them or an attractive discount.
• Send a personalised gift as a contact moment. De Jonge: "Give something that benefits someone. Say your customer is concerned about the environment. Then give a sustainable coffee mug. Choose an unexpected moment, because at Christmas everyone already sends something. Think: the first day of autumn, the longest day of the year, or when you have been in business for 10 months. That's how you stand out."
• When approaching customers, timing is key. If you sell personal care products, for instance, you will know when they are likely to be running out and you can offer the product again. Ask customers for feedback. Are they satisfied with the product and is there anything else you can do for them? 
• Ask your clients and customers to post a review or recommendation on your website, aggregator websites, or search engines like Google. A study by the Netherlands Authority for Consumers & Markets (ACM) showed that increasingly more customers read reviews before making a purchase. Did you just start, and do you not have any customers yet? In that case, have your product or service tested (for free) and ask for feedback.
• Encourage your customers to recommend you to others. Word-of-mouth advertising brings in new customers. Pepijn van Rooij of Performance College gives surprise gift vouchers to enthusiastic clients for them to pass on. 95% of the gift vouchers used became a new client with Van Rooij. “The advantage here”, he says, “is that you and the new client immediately discuss the core of what you have to offer. You no longer have to spend time on cold acquisition.”

Online acquisition

Online, you get assignments and customers through social media, your website, influencers, or online platforms, for example. If your online and offline branding is consistent, you show credibility and strength. While you are talking to a potential customer, they might be looking at your website or social media at the same time.

Tips for online customer acquisition

• As a self-employed professional, you can use online platforms to look for projects or to promote yourself. Examples of online marketplaces for freelancers in the Netherlands are: Freelancer.nl, Werkspot.nl, Hoofdkraan.nl, Freelance.nl, Twago.com, Lancelots.nl, Marktplaats.nl, Indeed.com, and Planet Interim.nl.
• Deploy lead generation. This is a process where you entice potential customers to buy something. For example, your potential customer sees your post on social media and clicks through to your website out of interest. They will then be directed to a special landing page where they can,for example, download a white paper or fill in a form for more information. To do so, the customer leaves an e-mail address (with permission). Boon: "After the download, you build up the contact by sending follow-up e-mails with interesting content such as webinars, to eventually steer towards an appointment. Be patient, sending five emails in a week is too much. Patiently build up the frequency and exceed expectations, for example, send a discount code after a while."
• You can also reach new customers through influencers or search engine marketing, SEA and SEO. And create a free business profile, for example at Google My Business. Then you can be found in maps and in Google Search. Add your opening hours, web address, and phone number, and share good photos and other information. If you plan to find new customers online, create a marketing plan. 

Customer acquisition, a step-by-step plan

Draw up an action plan, also known as a sales plan. This will give you an overview of what and who you want to reach, and how you intend to do so. It also allows you to keep track of what works. In the plan, you should define aspects such as:

1. Identify your target audience

Determine exactly who you want to reach. In other words: define a clear target audience, for example based on industry, business size or location. To determine this, think about:

• What problems or challenges do you solve with your product or service, and who can you help? Suppose you provide HR software that automates payroll administration. This could be of interest to growing SMEs. Their problem, for example, is that payroll administration is taking up more and more time and that more errors are being made. Your software enables business owners to save a lot of time and avoid unnecessary fines, leaving them with more time to grow and develop their business.
• Do you already have a number of clients? Then analyse your current client base or CRM system. Do you see many similarities, for example, many financial service providers or retailers, often in major cities and usually employing around 50–100 staff? If so, use these characteristics to create a list of new, similar businesses you can approach.
• Do you already have a number of clients? Then analyse your current client base or CRM system. Do you see many similarities, for example, many financial service providers or retailers, often in major cities and usually employing around 50–100 staff? Then use these characteristics to create a list of new, similar businesses you can approach.

2. Choose a form of acquisition

Choose the acquisition strategy that suits your target audience, objective and preferences. This helps you to work in a targeted manner and choose the right channels. Many entrepreneurs combine these approaches. Choose the approach that suits your target audience and what you feel comfortable with.

• When to use cold acquisition: suitable if you want to reach new clients who do not yet know you. Think of phoning, emailing, or new LinkedIn connections.
• When to use warm acquisition: ideal if you already have customers or a network. You build on existing relationships, increasing the likelihood of success.
• When to use online acquisition: effective if your target audience is active on social media, platforms or search engines. Suitable for visibility, leads, and content.

You can also combine these forms of acquisition, or opt for one of them on a temporary basis.

3. Select (potential) clients

Do you have a clear idea of who your target audience is? Select 10 or 20 businesses from your list that you will approach first by phone or email. Make this manageable for yourself by spreading it out over a period, for example five businesses per day or week. Are your customers consumers or self-employed professionals without staff? In that case, you may only approach them by phone or email if there is an existing customer relationship or you have received explicit consent.

4. Finding contacts

Are you going for warm acquisition via familiar businesses? Then you probably already have the contact details.

Are you going for cold acquisition? Do not just call or email a business’s general number or email address; first identify who the decision-makers are regarding your product or service. Think of HR managers, procurement officers or IT managers. For example, search on LinkedIn for job titles in combination with the specific business. This increases the likelihood that they will recognise the problems you outline and be more open to arranging a meeting.

5. Prepare and pitch

Got an appointment? Then prepare thoroughly. Immerse yourself in the business’s mission, vision and current developments. Check out their website and social media and identify where the substantive match lies between their situation and your positioning. State specifically why you are the right partner: what problem you solve, what makes your approach unique and why that is relevant to this client.

Then pitch your product or service as clearly as possible. Know exactly what you’re selling, to whom, and what sets you apart from competitors. Tailor your story to the client: start with their problem or challenge, and then show how your unique approach offers a solution.

Leave room for questions, so you can discover what customers value or where your pitch isn’t quite hitting the mark. Use these insights to further refine your positioning and pitch.

6. Wrap up, follow up, and stay in touch

Conclude the conversation with a next step, such as a follow-up appointment or a phone call, or sending a price quotation. Take the initiative on the follow-up, so your potential customer doesn’t have to make much effort. Don’t give up too quickly. People need to get to know you first.

“For example, send an eye-catching card in between and write a personal message and your company details on the back,” says Jan Boon, sales coach and speaker. “A card stands out because people receive very little post. Get in touch after a few days and suggest an appointment. Another example is that of a graphic designer. He sends a tea box he has designed himself, containing 3 different tea bags. In his message, he adds that he would like to arrange a meeting and that he’ll bring the matching tea glasses along.”

7. Process, measure and evaluate

Keep a close record of who you have spoken to and note down all the details from the conversation in a CRM system or in a document such as Excel. This way, at your next appointment, you can refer back to specific wishes and needs your potential client has mentioned, and they will feel that you have listened to them. You can also evaluate and measure what works. For example, you might find that it is not practical to call at certain times, or that some customers prefer email or WhatsApp to phone calls.