In our last issue, we already addressed the topic of acquiring new customers. While we focused on the “why” then, now it’s all about the “how.” Using ten practical methods and digital tools, we provide you with the means and leverage to realign your business development and make it fit for the future.
In our last issue, we explained in detail why traditional growth models are reaching their limits today. Companies must counter this development by acquiring new customers. We have summarized in ten points how this can be achieved, and which paths business development, sales, and marketing can successfully take to do so.
- Develop strategic positioning
Clear positioning is essential and forms the foundation for any successful acquisition of new customers. It is the result of a combination of customer feedback, competitive analysis, internal reflection, and market trends. Companies need to understand where their strengths lie, whether and how customers perceive these strengths, what they consider relevant, and where competitors are focusing their efforts. Based on this, a differentiating positioning can be derived, which serves as a compass for all further steps.
- Segment markets sensibly
It is not enough to differentiate customers only by size, region, or revenue. Differentiated segmentation is crucial. To this end, it makes sense to focus on customer needs, industries, or problem areas. With a structured inventory, segments can be clustered and then targeted specifically.
- Set the right focus
Not every segment deserves the same amount of attention. Prioritization is needed. We recommend that you concentrate on one to three core segments, which you can supplement with a potential new market segment. The evaluation is based on market attractiveness and “company fit.” It is based on data such as market size and share, sales development, profitability, or competitive intensity.
- Identify new markets
New markets are not only discovered through industry reports or market research. Benchmarking with competitors – regionally and internationally, directly or indirectly – as well as other players in the supply chain also provides valuable insights. Key questions are: Which markets have others successfully tapped into? Can these approaches be transferred? Where is there potential for substitution? In this way, realistic expansion paths emerge.
- Discover new customers
Whether desk research, LinkedIn searches, or tools such as Hunter, RocketReach, or Seamless.AI, there are numerous ways to identify new customers today. Artificial intelligence can accelerate this research and reveal patterns that were previously hidden.
- Attract inbound leads online
If you want to be found, you have to be visible. This can be achieved through search engine optimized content that addresses the pain points of the target group. Industry-specific landing pages and regular content on channels such as LinkedIn or your own blog can also help. Important: The content must be informative and provide added value and should not be obviously promotional.
- Digitize outbound outreach
Proactive outreach remains essential. Telephone acquisition still works, but is increasingly being supplemented by digital channels such as personalized LinkedIn messages, company-specific LinkedIn ads, structured email campaigns, or cold calling. The key here is to be systematic and consistent.
- Use digital tools efficiently
A professional CRM system is the foundation. It is supplemented by processes or tools that make website visitors visible, identify email addresses, enable, or allow direct appointment booking. This creates a seamless digital customer journey.
- Use LinkedIn as a sales engine
LinkedIn is no longer just a network, but a sales engine. An optimized presence – both for the company and for sales staff – acts like a landing page. Relevant content and a clear communication process are also key success factors here. Automation tools can help with this.
- Integrate artificial intelligence
AI tools such as ChatGPT have long been in practical use: from email optimization and content creation to competitive analysis. Used correctly, AI saves time and provides valuable insights. However, it is important to note that it does not replace final human validation! AI can also assist in generating leads or target customer lists, thereby enabling efficiency gains.
Conclusion
Today, acquiring new customers is more than just sales. It is a strategic, data-driven, and digital discipline that requires consistent implementation. Companies that use the ten levers mentioned above create the basis for sustainable growth – even in times of uncertainty and stagnating markets.
BP Consultants provides comprehensive support to companies in this task – from market intelligence and the development of a differentiated positioning and market strategy to operational implementation. We work as an integrated part of your organization, accompany ongoing business development, and support teams through training, coaching, and a joint partnership.
If you have any questions or would like to realign your business development, please feel free to contact us.
