Selling in a digital world
Posted: Tue Dec 10, 2024 10:20 am
In my experience, marketing encompasses all the strategies and activities a business uses to generate demand and “make the phone ring.”
Selling then becomes the process of converting that inquiry into sales and typically begins the moment a salesperson takes the call.
In today’s digital world, the sales process has become more complex. The “phone” is just one touchpoint, and the customer enjoys the power of access to information and the ability to tell thousands of other people about your brand in a matter of minutes.
The power of the consumer
When it comes to purchasing, the Internet has tipped the balance of power in favor of consumers, who can now quickly research products or services, compare them and get opinions.
The interaction between salespeople and customers has overseas chinese in canada data therefore changed radically compared to ten years ago.
A question of human interaction
Of course, the Internet, radio, television and print media are important marketing channels, but conversion to sales today most often happens through person-to-person interactions.
As a business owner, you need to ensure your sales team has the right information, skills and tools to convert today's empowered consumers into customers.
Let's look at a familiar sales process: buying a car.
An example of the new reality
In the past, a typical consumer would visit eight to ten dealerships and test drive a dozen cars. Today, they spend hours online researching and narrowing down the makes and models they want to test drive.
He arrives at the dealership with price comparisons, recommendations from friends, and online consumer survey results. If the salesperson's preparation is not as good as the buyer's, he or she is immediately at a disadvantage, and price is probably the only bargaining power left.
The sales team must be well prepared
To avoid this, the dealership must ensure that its sales team is prepared to deal with potential customers. Salespeople need a weekly fact sheet comparing products, prices , financing deals, etc. They also need training on automotive technology, because it matters more than ever to today's consumer.
Information is power, and the more you give your sales team, the more you will tip the scales in their favor.
Empower your sales team
Apple store staff are a good example. They don't preach the virtues of the iPad or other Apple products. Marketing has already taken care of that.
Rather, it is there to provide product information and, sometimes, general technical advice. This model is ingenious because it immediately creates a bond of trust with the customer.
No more smoke and mirrors
The art of selling is about building trust, and in today’s world, there’s no room for smoke and mirrors. If your product or service doesn’t live up to your brand promise, word will spread quickly.
The same goes for your salespeople. They need you to empower them with the right information to help them build lasting, trusting customer relationships.
Selling then becomes the process of converting that inquiry into sales and typically begins the moment a salesperson takes the call.
In today’s digital world, the sales process has become more complex. The “phone” is just one touchpoint, and the customer enjoys the power of access to information and the ability to tell thousands of other people about your brand in a matter of minutes.
The power of the consumer
When it comes to purchasing, the Internet has tipped the balance of power in favor of consumers, who can now quickly research products or services, compare them and get opinions.
The interaction between salespeople and customers has overseas chinese in canada data therefore changed radically compared to ten years ago.
A question of human interaction
Of course, the Internet, radio, television and print media are important marketing channels, but conversion to sales today most often happens through person-to-person interactions.
As a business owner, you need to ensure your sales team has the right information, skills and tools to convert today's empowered consumers into customers.
Let's look at a familiar sales process: buying a car.
An example of the new reality
In the past, a typical consumer would visit eight to ten dealerships and test drive a dozen cars. Today, they spend hours online researching and narrowing down the makes and models they want to test drive.
He arrives at the dealership with price comparisons, recommendations from friends, and online consumer survey results. If the salesperson's preparation is not as good as the buyer's, he or she is immediately at a disadvantage, and price is probably the only bargaining power left.
The sales team must be well prepared
To avoid this, the dealership must ensure that its sales team is prepared to deal with potential customers. Salespeople need a weekly fact sheet comparing products, prices , financing deals, etc. They also need training on automotive technology, because it matters more than ever to today's consumer.
Information is power, and the more you give your sales team, the more you will tip the scales in their favor.
Empower your sales team
Apple store staff are a good example. They don't preach the virtues of the iPad or other Apple products. Marketing has already taken care of that.
Rather, it is there to provide product information and, sometimes, general technical advice. This model is ingenious because it immediately creates a bond of trust with the customer.
No more smoke and mirrors
The art of selling is about building trust, and in today’s world, there’s no room for smoke and mirrors. If your product or service doesn’t live up to your brand promise, word will spread quickly.
The same goes for your salespeople. They need you to empower them with the right information to help them build lasting, trusting customer relationships.