Customer Acquisition
How service businesses actually acquire customers, not just leads.
Customer Acquisition
What Is Customer Acquisition?
Customer acquisition is the complete process of turning a stranger into a paying customer: creating demand, capturing interest, responding, qualifying, selling and closing. It is broader than marketing and broader than lead generation, because it includes the sales work required to convert interest into revenue.
6 min read
Customer Acquisition
Customer Acquisition vs Lead Generation
Lead generation ends when someone submits a form or places a call. Customer acquisition ends when that person becomes a paying customer. The difference is the sales work in between — response, qualification, follow-up and closing — which is where most service businesses lose the majority of their opportunities.
5 min read
Customer Acquisition
Lead Generation vs Customer Acquisition: Which Should You Buy?
Buy lead generation only if you already have a sales function that answers instantly, follows up persistently and closes reliably. If you do not, buying leads mostly funds practice for your competitors, and buying customer acquisition is the better fit.
5 min read
Customer Acquisition
Why Most Lead Generation Fails After the Lead Is Generated
Lead generation usually fails at the response and follow-up stage, not the advertising stage. Inquiries are contacted too slowly, too few times, and without anyone accountable for closing, so the advertising gets blamed for a sales problem.
5 min read
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