Sounds like an oxymoron huh. One talks, one listens, how can they discuss?
But of course, I don’t mean it literally. It’s just an observation. At the end of the day, Marketers are typically charged with creating a message and getting it out there. Most of the time they are not in the room with the customer so they are forced to broadcast. In these days of personalisation, they might ‘narrowcast’ too.
Salespeople, on the other hand, do their best work (closing actual sales) when they are in the same room as the customer. This means they have the luxury of listening first and then positioning the best solution to meet a customer’s requirements.
I know you know this stuff.
I also know that the best organisations tend to use both… marketing and sales, or sales and marketing!
At least they do until they get online. Marketers dominate the web. Unfair huh! Well, it is unfair – and actually, mostly to the customer! What it means is that the customer is pushed to consume the marketing materials - to be indoctrinated.
Thing is, when people come to buy, they mostly avoid the pages where the marketers are doing their stuff. Anyone who has passed e-commerce 101 knows that most of your traffic for product sales comes straight into product pages or bookmarked account login pages. They try to avoid all the broadcast.
So what’s the best thing to do? Well here’s a thought. Why not drop one of your salespeople into the room (page) where the customer is. And I don’t mean force them into a different channel with a call me back, or one of those web chats with a customer service agent who is multi-tasking with five other chats at the same time.
What I am talking about is putting a salesperson, digitally, right on the page alongside the customer. Asking some pertinent questions… you know the sort that Einstein would pose like… “are you interested in one of those?” and “Is this what you are looking for?”
And if you want to be really smart,
add a rocket scientist alongside Einstein.
The two together will come up with something really smart – like wait a few seconds. People that know they want to buy normally do. If they don’t buy, then you know the answer (No/Maybe/Not sure before you ask. Just like the best salespeople. Know you are in a conversation, and you have control. Figure out what the customer actually wants and et viola!
So with your digital salesperson engaged with the customer, it's easy, isn’t it? Well, it is if you actually have a digital salesperson. Good thing I’m here then isn’t it. Want to learn more, get in touch: firstname.lastname@example.org