There is a significant threat to your business that is already creeping inside the walls of your operation, and you might already be seeing the signs (falling sales, lower sales person effectiveness, terrible sales conversion rates).
If you are seeing any of these symptoms, then you might be just in time to fix the problem. There has been a major change in buyer behavior over the past few years, and most sales management has not trained the sales staff to handle this change. In fact, most sales managers have not been trained either.
Buyers are now deciding to do their research on the internet before they reach your sales people. While this is no big surprise to you, have you ever considered the impact that this new customer mentality and preparedness is having on the sales force?
Traditionally, the sales force has used the telephone, direct mail, and the face to face appointment to begin the selling process. It is how most of the sales people are trained and it is how most of them are still trying to sell your products and services. Unfortunately, this no longer works for the consumer.
Today's buyer is on the internet doing research, and if you have a superior content marketing system, then they are getting a first glimpse at your products and services there. And these prospective customers want to continue the process on the internet, but sales people are still more comfortable using a telephone than email and online forms.
Your company can no longer afford to ignore the preferences of the online consumer if you want to reverse the Internet Squeeze effect on your organization. Your sales managers and sales people need to be trained in effective written communications techniques if your company is going to soar above the competition.
The customer wants answers, and today's online consumer will not wait around very long to get them. They have come to believe that the answer is out there, and they just have to find it. Will your company be the one ready to provide it to them, on their schedule?
If you are seeing any of these symptoms, then you might be just in time to fix the problem. There has been a major change in buyer behavior over the past few years, and most sales management has not trained the sales staff to handle this change. In fact, most sales managers have not been trained either.
Buyers are now deciding to do their research on the internet before they reach your sales people. While this is no big surprise to you, have you ever considered the impact that this new customer mentality and preparedness is having on the sales force?
Traditionally, the sales force has used the telephone, direct mail, and the face to face appointment to begin the selling process. It is how most of the sales people are trained and it is how most of them are still trying to sell your products and services. Unfortunately, this no longer works for the consumer.
Today's buyer is on the internet doing research, and if you have a superior content marketing system, then they are getting a first glimpse at your products and services there. And these prospective customers want to continue the process on the internet, but sales people are still more comfortable using a telephone than email and online forms.
Your company can no longer afford to ignore the preferences of the online consumer if you want to reverse the Internet Squeeze effect on your organization. Your sales managers and sales people need to be trained in effective written communications techniques if your company is going to soar above the competition.
The customer wants answers, and today's online consumer will not wait around very long to get them. They have come to believe that the answer is out there, and they just have to find it. Will your company be the one ready to provide it to them, on their schedule?
About the Author:
Joe Manausa, MBA has written about how company's are ignoring online customers at the Internet Squeeze, a online reference for brick and mortar businesses seeking to evolve to a progressive internet model.. This article, Is Your Sales Force Properly Trained To Assist Today's Active Buyer? is released under a creative commons attribution license.
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