Customer Acquisition: Team Dynamics and the Soft Beat of the Drum

Michael J. Scherm ()

Chapter 3 in Scrum for Sales, 2021, pp 43-76 from Springer

Abstract: Abstract Customer acquisition is difficult, expensive, and burdened with high levels of uncertainty and frustration. Most customers dread cold calls. So do most salespeople. Few companies have managed to turn Farmers into Hunters. Digital lead generation and social media may provide more promising leads than were possible before. Nevertheless, at some point, someone must bite the bullet, get on the phone, and call potential new customers. Chapter 3 describes how a customer acquisition project can be set up in “the Scrum way” to benefit both customers and salespeople. Customers will appreciate the Scrum team’s calls because they get real value from them. This chapter provides detailed examples of how the Product Backlog can be set up to achieve that. Salespeople will profit both from the Scrum setup as well as from the checklists, tools, and exercises provided here.

Date: 2021
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DOI: 10.1007/978-3-030-82978-0_3

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