Importance of buyer tracking for trend reporting and achieving highest ROI

As a marketing professional charged with keeping the bottom line intact while eliminating tactics that bring no return, it becomes increasingly important to partner with the Sales Team to assist in sourcing buyer information.

It starts and ends with a sales professional feeding me information about their buyer and prospect buyers– where they live(d) prior to purchase, what is their family structure, what is their profession, what lifestyle choices do they lean towards and most important, where did they hear about us?

This data should be gathered right at the beginning of a transaction by using a registration sheet peppered with vital questions and filled out with the prospect the first time he/she visits the sales office. The information must be meticulously gathered and recorded by a Sales Team member in order to make a proper analysis of where we can continue to find our potential buyers and what we can eliminate. Having this responsibility as an automatic part of a Sales Team's duty is necessary for any kind of sensible analysis to take place and for me to earn the trust from the Seller that I am spending their money wisely, funneling all efforts to only those mediums that deliver.

The Sales Team can further support the marketing endeavor by providing similar information once the prospect has turned into a buyer – buyer data is even more significant than prospect data as it helps the marketing professional establish an overall profile of your buyer, therefore, making it easier to pinpoint complementary marketing opportunities in seeking out that particular individual.

By: Sharla Sookdeo