It takes so much effort to source, prepare, present, sell and resupply a product that those who sell them forget that their role is not to sell at all.
At the point of sale the person making a purchase decision has done all due diligence. They’ve seen reviews, listened to chatter in the social media space and have asked a friend, neighbor or family member. By the time they are ready to part with their cash they are convinced that the product is exactly what they want and it perfectly suits their needs and budget.
What then will make the difference is their experience in dealing with your business. A smooth sale and a positive experience will increase customer satisfaction and trust and get you a customer who can become a brand ambassador.
The experience, however, is largely left to chance.
- Having sourced, displayed, hawked and then sold the product the seller things his part of the bargain is complete the moment he takes payment and hands over the merchandise.
- How the sales process and the aftersale care is perceived by the buyer is seen as being outside their purview.
From the seller’s point of view all the hard work has been done. They can now move onto the next sale. In reality it’s only just began.
This obvious disconnect creates missed opportunities to establish a real connection, create trust and turn a sale into a real customer. This leads to escalating customer-acquisition costs and a downward spiral where every sale made only adds to the pressure to find the next which means that less and less attention is paid to customers.
When someone buys something from you, it is always their experience of the entire transaction that matters. Not the thing they bought. What you are truly providing is always a service.
The world is changing. Not overnight and not all at once, but it is changing nevertheless. In my talks to corporate groups, CEOs, VPs and industry leaders I gleam insights of how this change is happening. What evidence exists. Why some things happen and not others and how we can best take advantage of it all to do better. In Observations I catalogue it all. Brief, to the point and open to discussion.