Old Selling Methods Don't Work in the Internet Era
The rate at which individuals are getting connected to the Internet is increasing by leaps and bounds. Like having a telephone or a fax machine in their early days, there comes a point in time at which it is essential to have such equipment to be able to function. The Internet is at this point. If you are selling, you might even decide to market only to those who are Internet-connected. For most markets, you would pick up the majority, if not the totality, of the worthwhile customers.
The Internet - virtual conferences
We can now begin to see the start of some important trends developing as a result of the Internet. Sales conferences and exhibitions have always been a high cost way of selling. Now virtual conferences or market portals allow cyber-visitors to check out the wares of a whole variety of suppliers. Some have commented that the attendances at traditional sales exhibitions are beginning to fall.
The Internet - information overload
The Internet is not an unmitigated blessing. Although the purchaser is now in the driving seat, he or she is faced with an infinity of dials and displays on what is going on in the market place. The information is growing exponentially as search engines day and night add to their databases. As the poor purchaser tries to extract the relevant information, no wonder many are feeling stress and burn-out. The river of email messages that pour in to most business people are an additional burden. No wonder that many mass delete their incoming mail from time to time to stay sane. Others have powerful filter mechanisms to try to select the wheat from the chaff.
The Internet changes all the market rules
For many years the salesman or woman has had a tough job. The purchaser has rarely wished to meet them. They must leave a message on a telephone voice box to try to get in contact but calls are rarely returned. The Internet has now made an impossible task many times more difficult. Purchasers may feel they really don't need to interact with sales people at all. They can do their research and then place their order. Finally the purchaser is really in control.
The new selling skills required for the Internet age
To sell well in this new world, some new skills must be used. They relate to five major tasks to be accomplished:
Several people have suggested how to tackle Step 5: for example, Seth Godin's book "Permission Marketing" lays out his views. However it is important to do the first four steps well if you are to succeed in Step 5.
If you wish to use this approach, SMM will be happy to work with you. Our help can be configured to meet exactly the needs you have. Our strengths, experience, creativity and practical common sense can complement those of your company. So write us a Fast Message today, , on what you're looking for.
Copyright 2001 Barry Welford, Montreal, Quebec, Canada