Ep 564: How To Sell High Ticket Items With DTC And A Sales Team with Lisa Tan, Reverie
The significance of establishing recognition and brand presence with retail partners and direct-to-consumer sales, and the use of technologies like dream cell technology for product personalization. Understanding the challenges of a hybrid business model is crucial, and finding partners who understand this is essential.
In this episode, Jordan West and Lisa Tan from Reverie, a sleep technology company specializing in adjustable bases and customizable mattresses. Lisa shares the challenges of finding partners who understand their unique hybrid business model of retail and technology sales. She explains their use of HubSpot for CRM and email blasts, their complex customer conversion cycles, and their targeted approach to ad spend justified by tracking conversions.
Listen and learn in this episode!
Key takeaways from this episode:
Utilizing tools like HubSpot for CRM and email blasts can be helpful, but considering other tools for different business units may also be necessary.
The complexity of customer conversion cycles and the need for multiple touch points over a 3-5 week period is important to recognize.
Justifying ad spend by tracking the conversion of people from viewing an ad to becoming a lead is key, especially when targeting specific needs associated with mattress considerations.
The importance of educational content at the awareness stage, such as blog articles, to inform customers about products like adjustable bases and dual firmness mattresses.
Recognizing the significance of customer purchase cycles, repeat customers, and the need for detailed sleep specialist consultations to establish relationships with customers.
The focus on customer experience and word-of-mouth reputation building to compete with larger ad budgets.
The importance of easily understandable KPIs and focusing on measuring leads and conversions to remain on track for scaling.
Recommended Tools/Apps:
Hubspot: https://www.hubspot.com/
Canva: https://www.canva.com/
Recommended Playbooks/Audiobooks:
Google Ads Podcast: https://podcasts.apple.com/us/podcast/the-google-ads-podcast/id1614331490
Today’s Guest:
Lisa Tan, representing the sleep technology company Reverie as a key figure in their leadership. As the Director at Reverie, she specializes in navigating the challenges of a hybrid business model, encompassing retail and technology sales. With a keen focus on establishing brand recognition and presence across multiple channels, Lisa shares insights into their use of tools like HubSpot for CRM and email blasts, as well as the complexities of customer conversion cycles within the mattress industry.
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Learn more here: Tapcart
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