What is acquisition?

The cost of acquiring new customers is rising and the average value per customer is falling. This process has been going on for several years, and it does not look like it will improve anytime soon. Rather than tire you here with a story about the causes behind that trend, I will explain in a three-part section how a company ensures that there is a regulated influx of new clients at an acceptable cost. In this first blog, I describe the frameworks, because what exactly is acquisition?
Auteur: Erik Camman
Categorie: Sales

What is acquisition? The process of acquiring new customers.

A useful definition of acquisition is:

“Acquisition involves acquiring new customers and orders. Within companies, the marketing and sales departments work together to achieve optimal acquisition of the right leads.”

This definition teaches us a three things about customer acquisition:

1. First, acquisition is no longer exclusively the domain of sales. The Internet has turned the market upside down and led to greater transparency. Buyers search for answers on their own, and the expertise of the salesperson is less and less decisive in the decision-making process.

2. Second, the definition talks about the “right” leads. This is important because customers who don’t fit in with you end up costing more than they bring in. Just close your eyes for a moment and walk through your customer base in your mind. Then you are bound to find one or two that qualify as not fitting. . So it is the job of marketing and sales in this process to ensure that the right audience is tapped into, so that customers ultimately contribute to the bottom line.

Want to know more?

3. Finally, this definition teaches that acquisition is an externally focused process in which prospects must be convinced of the value of your product or service. And that is precisely why customer acquisition is becoming more expensive. Traditionally, we try to convince people of the quality of our product or service. That works less and less well. The key is to start acquisition at the moment the prospect is ready to buy. If you start the acquisition too early then you will find that a long, often non-deal-making conversation must be had.

Wil je meer weten?

Dat kan. Stel jouw vraag via ons contactformulier en we geven je zo snel mogelijk antwoord.

Meer blogs

Webinar: LinkedIn anno 2024 for marketers and salespeople

Webinar: LinkedIn anno 2024 for marketers and salespeople

LinkedIn is constantly changing. Until a year ago, the platform was purely focused on personal contacts. But more and more attention is being paid to organizations. There are more and more opportunities within LinkedIn, both for individuals and organizations. To bring you up to date, we’re giving you an overview so you’re up to speed in the new year.

The importance of sales and marketing for the manufacturing industry

The importance of sales and marketing for the manufacturing industry

In the Dutch manufacturing industry, the focus is often on product development, technical expertise and innovation. In the process, sales and marketing are sometimes overlooked or considered less important. In this blog, we discuss why sales and marketing are essential for technical manufacturing companies and refute some common misconceptions.

What does Artificial Intelligence add to sales?

What does Artificial Intelligence add to sales?

AI revolutionizes sales processes by analyzing data, generating valuable insights and enabling targeted marketing. It improves lead generation and qualification, automates tasks, improves customer service and predicts sales results. By using AI strategically, companies gain a competitive advantage, make data-driven decisions, increase efficiency and provide a personalized customer experience. The added value of AI in sales processes enables companies to achieve better results and thrive in a dynamic market.

HQ & Academy

Saturn Street 60/71
2516 AH The Hague
Tel: (070) 222 38 80


Customer Factory B.V.
Chamber of Commerce: 66789060
VAT: 856698076B01
Part of:
High Attention Group B.V.

Bel ons