Online to Offline Sales Strategy
About This Course
In Asia, the high-context culture significantly influences the e-commerce landscape, necessitating a blend of online and in-person sales approaches1. Despite the rise of digital platforms, traditional face-to-face interactions remain vital for building trust and in some cases bring in the sales, especially for high value products/services (Above $2000 SGD). This cultural preference for personal connections means that e-commerce businesses must integrate offline strategies to effectively engage with customers and increase sales. Studies show having a salesperson reduces online cognitive dissonance4 and this improves closure rates.
In an online-to-offline (O2O) sales strategy—where the initial customer contact happens online, but the final sale is closed offline—it is crucial to have a sales plan that incorporates a human touch. This means having sales personnel engage with potential customers using online communication tools such as WhatsApp, Messenger, or email before transitioning them to an in-person interaction, such as a store visit or appointment.
To address these challenges, a well-structured O2O sales plan is essential. Implementing a Customer Relationship Management (CRM) system is critical for tracking leads and should be integrated with Facebook Pixel or CAPI to optimize campaign performance. A fast response time is also key to ensuring prospects show up for appointments. Sales teams should have pre-prepared scripts and FAQs ready to address common customer inquiries promptly.
This challenge is observed in Ice Cube Marketing (ICM), a digital marketing agency where 99% of our clients use an O2O sales funnel. Which means most of our clients, when running advertisements, still need a salesperson to answer questions online, convince customers for an in person meet up and to close the deal offline.
What You'll Learn
LO 2 : Modify product or service sales plan through consideration of organization sales cycles, client profile, competitors and product performance metrics
LO 3 : Manage the implementation of an O2O sales plan
LO 4 : Implement sales target from a business unit level to individual sales personal
LO 5 : Interpret sales plan outcome and effectiveness from sales and marketing activities, metrics and qualitative feedback
LO 6 : Propose changes and refine sales strategy based on feedback received
Entry Requirements
1. A Grade 5 in N-Level English or WPLN level 5 or equivalent
2. Basic knowledge of how to use a smartphone
3. Basic knowledge of how to use a computer word processor (MS Word) and email
4. Basic knowledge of Messaging Applications on smartphones such as SMS, Whatsapp etc.
5. Able to communicate using voice call functions and on video conferencings tools such as Zoom, Skype etc.
6. Basic knowledge of how to surf the internet using a web browser.
7. No prior work experience required. Should there be reason to believe the learner does not have the necessary minimum entry requirements, ICM may request relevant qualifications or administer a short test for the skills stated above.
Learners will be required to bring a laptop with a minimum Windows 10, I5 processor, and 8 GB RAM or higher: or equivalent MacBook. Learners may request to borrow a laptop from Ice Cube Marketing, subject to the availability of laptops. For the best learning experience, learners should bring their own