Bringing the Traditional Sales Approach Online
It is Saturday afternoon. You are shopping. You enter a suit shop. You were here last week but didn’t have the time to browse properly. You tentatively walk into the shop and start browsing all types of suits; grey, brown, black, navy.
You decide that you feel that navy is probably what would suit you best so start spending some more time looking at the cut, price, sizes of navy suits. You are not convinced that you really need or can afford a new suit, but you are becoming increasingly interested. Should you try on a suit or walk away and spend your money elsewhere?
During this time, a sales assistant has been monitoring your behaviour. He is good. He recognises you from your visit last week and notices that you have been in the store for some time. He understands that you like the brand. You wouldn’t be here if you didn’t.
He sees that navy suits are clearly your main interest. He notices that you have some reservations, something is holding you back from taking the next step. He approaches you….”would you like to try on this suit sir….”
15 minutes later you have tried on three suits and purchased one.
Now, if the sales assistant had approached you immediately as you entered the shop, it would have been irritating. You don’t even know what you want yet. You haven’t been convinced by the brand. You need time to browse.
You don’t buy if this happens. If he had left it much longer to approach, you would have walked out and not made the purchase. He noticed that you had a real interest in navy suits but also picked up on the fact that you had some reservations. He stepped in to overcome these reservations and made the sale. You are delighted with your purchase as well as the experience you have had within the shop.
A digital marketing onsite solution is an online sales assistant. Through monitoring a website visitor’s behaviour in real time, an interest profile is built of every site visitor. When the technology recognises that the site visitor has reached the purchase tipping point, an interaction is triggered on-screen to help the consumer make a purchase. Very simple and very effective. The value of this online sales assistant?
Clients using the solution regularly see an increase of over 30% in website sales. A sales assistant who ignores consumer buying signals in store would ultimately be a failure in the role, yet the majority of marketers are happy for their websites to operate in this passive way. If you had a retail store, how would you want your sales assistants to work? Your website should be no different.