Nov 04

Is Your Sales Team Losing The Battle To Your Well-Informed Customer?

Published by at 10:08 am under Business & Marketing

Customer satisfaction is no longer a lazy day by the poolside for business owners. Today the customer’s expectations are high. He is no longer just waltzing into your store because he simply felt like it. Instead he has done thorough research about what he is spending his precious bucks on and he has studied the reviews and opinions of his peers and users who have used, tried, and tested the said product.

According to several surveys and studies done by the likes of IBM, Cisco, and Accenture, statistics show how the sales strategy and execution needs drastic overhaul everywhere, irrespective of which niche you’re in:

–60% of shoppers rated online reviews as more significant than in-store sales employees or even social networking

–Shoppers said that they would rather do a detailed research and study the products online than interact with the sales staff

–51% of customers said that online reviews swayed their buying decisions over and above other sources of information

–87% of retailers concur that finding better deals is easier for consumers who make use of online price-comparison applications and online shopping tools

–41% people are more likely to broadcast negative product experiences online on Twitter or by writing a negative review

Given these stats, businesses need to revisit their sales strategy and enhance the shopping experience they offer to the consumers who walk through their doors.

You can watch out for negative factors that turn customers away from you, like:

1)     Limited sales assistance that leads customers to walk out sooner.

2)     Out-of-stock products are a major turn-off for customers too.

3)     People have lesser patience and long checkout processes don’t really help!

4)     Consumer demand for price-comparison is something that your sales department has to give serious thought to.

Consider five elements when analyzing shopping experience that you offer to your customers in order to retain them:

(a)   Engagement—Attracting and keeping consumers engaged is a task that can never have enough put into it! According to Cisco, retailers should “introduce technologies such as interactive digital displays, video assistants, social networking technologies and Wi-Fi networks that enable shoppers to remain connected with trusted people and information while they are in the store.”

(b)   Consistent brand experience and quality.

(c)   Furnish and equip your sales staff with adequate information on the products—including user experience, feedback, price-comparison, durability, etc.

(d)   Expediting and speeding up the shopping process.

(e)   Problem recovery—helping to resolve issues and providing compensation efficiently and speedily.

Dave Sarro is an online entrepreneur and key authority in the promotional industry. In 1991, Dave launched Promo Direct, a company that sells giveaways to American businesses and institutions. Promo Direct has grown from strength to strength under Dave's watchful eye.

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