Why Are a Setter and a Closer Essential in Digital Marketing?

A successful digital marketing strategy goes beyond generating traffic to a website or collecting leads. The real key is converting those prospects into actual customers. This is where two essential roles in the sales process come into play: the Setter and the Closer.

These two roles work together to ensure that every opportunity generated turns into a successful sale. If your business already invests in digital marketing but isn’t seeing the expected sales results, you may be leaving money on the table due to a lack of structure in your sales team.

Below, we’ll explain the role of each, their differences, and how they can help improve conversion rates in your digital strategy.

What Is a Setter in a Sales Strategy?

A Setter is the first point of contact between your business and a potential customer. Their main role is to qualify leads and schedule appointments so a Closer can focus on closing the sale.

Key Responsibilities of a Setter

• Identify qualified prospects through social media, email, or phone calls.
• Follow up with leads who have shown interest in your product or service.
• Ask key questions to determine if the prospect is genuinely interested.
• Schedule appointments with the most qualified prospects and prepare them for the sales conversation.

Where a Setter Operates in Digital Marketing

• Social Selling: Identifying potential customers on platforms like LinkedIn, Facebook, or Instagram.
• Email Marketing: Sending personalized emails to initiate conversations with leads.
• Cold Calling or WhatsApp: Direct contact with leads to confirm interest and availability.
• Inbound Marketing: Following up with prospects who have engaged with content such as ebooks, webinars, or contact forms.

Real-Life Example

Imagine your company offers web design services in Bucaramanga. Your marketing team generates leads through social media campaigns. The Setter filters these contacts and only schedules calls with businesses genuinely interested in redesigning their website.

What Is a Closer and Why Are They Crucial for Sales?

The Closer takes over once the Setter has identified and qualified a lead. Their goal is to close the sale using persuasion and negotiation strategies.

Key Responsibilities of a Closer

• Conduct meetings or calls with highly qualified prospects.
• Present the company’s value proposition in a clear and compelling manner.
• Address objections and concerns to build trust with the prospect.
• Close the sale and secure payment or contract signing.

Essential Skills for a Closer

• Strong negotiation and persuasion skills.
• Ability to handle customer objections.
• Effective communication and active listening.
• In-depth knowledge of the product or service.

Real-Life Example

Following the previous example, the Closer takes control of the call with a business owner looking for a new responsive website in Bucaramanga. During the conversation, the Closer explains the benefits, addresses doubts, and persuades the prospect to make a decision.

Differences Between a Setter and a Closer

• Setter: Focuses on lead qualification and appointment setting.
• Closer: Handles in-depth conversations and finalizes the sale.
• Setter: Engages in initial contact via social selling, email, or WhatsApp.
• Closer: Uses closing techniques, objection handling, and negotiation strategies.
• Setter: Ensures the lead is warm and ready to buy.
• Closer: Converts the lead into a paying customer.

How a Setter and a Closer Improve Conversion in Digital Marketing

• Enhance sales team efficiency by separating roles, leading to more effective sales.
• Maximize the value of leads generated by digital marketing, reducing wasted opportunities.
• Shorten the sales cycle by optimizing the qualification process.
• Improve return on investment for digital campaigns by increasing conversions.

Implementing This Model in a Digital Strategy

If your business generates leads through digital marketing but struggles to convert them into sales, adopting a Setter and Closer model can make a significant difference.

How Damos.co Can Help You Implement This Strategy

• We design customized strategies to improve lead-to-customer conversion.
• We implement digital sales funnels using the Setter and Closer model.
• We automate lead follow-up with CRM and digital tools.

If you want to take your business to the next level with a more efficient sales strategy, our team at Damos.co can help you structure and implement this model successfully.

Conclusion

Integrating a Setter and a Closer into your digital marketing strategy allows you to make the most of every lead and increase your sales conversion rate.

Are you looking to improve your lead conversion? At Damos.co, we help businesses design and implement digital strategies that drive real sales growth.

Contact us today and discover how to optimize your sales process with the Setter and Closer model.

Schedule a consultation with us!