The Wild, Wild West of Customer Service
We have reached a time when there is a sales revolution afoot. For hundreds of years, salespeople were expected to “hawk” their products and convince customers to buy. This conjures up a picture of salespeople heading into town with their wagons and snake oil. Since that time, we’ve given them new names: sales consultants, sales associates or relationship partners. Whatever you call them, their main job has been to sell the customers. Salespeople that don’t sell, soon become history.
Separating the Herd
One of the interesting things that differentiates the good salespeople from the bad ones is their commitment to long-term continuous development. If you are not developing your skills, you are going backwards in your career. If you’re not keeping up with the trends, you will have trouble building rapport with prospective customers.
The Internet is insisting on good communication.
Cyberspace: The Final Customer Service Frontier
The Internet has changed the role of the salesperson. The consumer’s first stop in their shopping is the Internet. According to a study in 2013 by PricewaterhouseCoopers, LLP, 83 percent of U.S. consumers go online to research electronics, computers, books, music, movies and more before going to a brick-and-mortar store. If your business isn’t listed, don’t get too comfortable.
Ask yourself: “Do I go online?” and “Do my friends go online?” These days, everyone is going online to purchase something. Going online gives the customer valuable information and gives her a reason to sell herself on products. Most salespeople have had experience with their customers shopping online but aren’t comfortable in collaborating with the customer or seeing the customer as their equal.
According to Google, in their book “Why ZMOT Matters More Than Ever” they state the following: “Three years ago, we changed the marketing rule book. And by ‘we,’ I mean all consumers. Our shopping behavior — the journey each of us takes on our path to purchase — helped identify a new ‘Moment of Truth’ for marketers and brands. ZMOT, or the “Zero Moment of Truth,” describes a revolution in the way consumer’ s search for information online and makes decisions about brands.
More customers are seeking solutions online. Instead of the salespeople being the go-to people, the Internet has taken their place. If the internet is taking the place of the salespeople, what should they do? They need to understand the changes in their role and the changes in how they connect with their customers. The biggest problem for most salespeople is their lack of skill when it comes to using the Internet and social media tools. They’re used to having customers come to them instead of having to reach out to the customers. Business owners need to provide the tools for their salespeople.
Great salespeople understand the value of staying in touch with their customers through some type of communication. The Internet has given us many new venues to stay connected. Unfortunately, many businesses are not allowing their salespeople to spend time online with customers. They say it’s a “waste of time and money.” It’s actually quite the opposite: If your salespeople are still sitting waiting for customers to show up at your door, you’re wasting time, money and talent.
Old marketing venues are less effective and starting to diminish. Newspapers are struggling as are television and magazines. What does this mean? It means salespeople need to spend more time online getting to know customers and finding new ways to connect. The key is to decide how to use these connections.
To get started, look at the venues most used by your customers and develop a strategy with your salespeople to infiltrate these venues and make them work for you.
Lisbeth Calandrino has been doing business consulting for the past 20 years. To schedule a consultation or have her speak with your employees, call her at 518-495-5380 or email at Lcalandrino@nycap.rr.com.