The Net Model
The best—though perhaps not the most profitable—approach for companies that are primarily concerned with quickly finding and penetrating new markets and driving top-line sales results is to use a lot of different sales channels to attract, reach, and penetrate a broad base of customers. One example of this approach is illustrated below. It is called the net.
Figure 2.8: The Net Model
Figure 2.8 shows the usage of a wide assortment of channels, aimed at capturing the maximum possible number of sales transactions taking place in the market. In some cases channels may work together, and at other times they may work independently.
These channels are cast in search of leads like a fishing net: They capture everything in a given area, somewhat indiscriminately but effectively nonetheless. Needless to say, this is a very aggressive channel approach, aimed not at simplicity or the lowest possible selling costs, but at the highest possible top-line results. This approach will undoubtedly capture the maximum number of sales transactions and revenue. The complexity associated with this approach will open the possibility of channel conflicts and reduce margins. Finally, this approach requires great effort and costs lots of money to build all those channels and keep them working together effectively.
It may be worth the effort and cost if maximum growth is the most important go-to-market goal.
Related:
- Table of Content
- Red Queen Effect – An Introduction
- The Billionaire Code
- Cracking the Code
- Customer Experience
- Customer Engagement Channels
- From Multiple Channels to Integrated Multichannel Selling
- Benefits of Integrated Multichannel Selling Models
- Customer Relationship Lifecycle
- Integrated Multichannel Selling Models
- Reduced Costs
- Improved margins
- Broader market coverage
- Rapid revenue growth
- Reduced Costs
- In Conclusion
- Customer Experience