Attention Businesses!  Your customers have added a new step in their buying cycle – By Minto Roy

Something truly amazing has occurred between buyers and sellers as a result of the Internet.  A completely new step in the behavior pattern of consumers has emerged.  A step so significant that it will demand businesses adjust their sales and marketing efforts to remain competitive.

Prior to this decade the business cycle between buyer and seller was simple and remained unchanged for centuries.  Historically, when a buyer was interested in a product, the seller presented features, benefits and their price. A successful sale validated their business as the ideal choice for a buyer.

 Now the rules have changed: the Internet has added a new step in the consumer buying cycle.  Businesses must now anticipate that their customers are utilizing the Internet and adjust their sales and marketing strategy so they don’t lose customers.

This new step now allows consumers to consistently research, review, compare and even buy without ever talking to anyone at the company or with a sales person.   Prior to the Internet, typical consumers had little choice but to deal directly with businesses and their sales staff when making buying decisions.

 Looking ahead into the next decade, consumers using the Internet as a credible sales resource will have a profound impact on how companies build and maintain their online presence. Companies can be certain their customers will review multiple competitor websites before, during and even after their purchase. As a result you must ensure that your online marketing is effective, engaging, informative and capable of selling without the physical presence of a sales person.

 Here are three crucial adjustments that businesses can now make to effectively deal with the new step taken by the consumer during the buying cycle.

1. Develop and consistently improve your company’s website and overall online presence.  Do not design brochure sites that simply present products and services.  Websites should be developed on the philosophy of sincere engagement; that means it’s not about you, it’s about your customer and what is important to them today.  Make it easy for your customers to recognize that you are thinking about them and make it easier for them to find the solutions and advice for their needs.
2. Confirm that your corporate sales process and communication scripts are consistent with your online marketing. If not, make the required adjustments.  Many companies invest in innovative websites that draw consumer interest but do little to re-align or elevate their sales scripts. You need to ensure there is no disjoint between marketing and sales communication with clients and potential clients.
3. Provide more than one reason for your clients and potential clients to visit and stay on your site.  Most websites have only one obvious call to action: “Contact Us”.  Consumers often feel too intimidated to call, believing that you will try to sell them something.   Provide secondary or third options for them to consider: a free consultation, trial offer, white papers or an interactive survey.

With increasing regularity consumers are adding the step of using the Internet as a part of their buying process. It’s imperative that companies realize this and also forward with their sales and marketing cycle.   Delaying will not be an option.  Remember when I said for centuries buyers and sellers had always walked side-by-side?  Well, now your customers have taken one step ahead.  It’s time for you to catch up.

Minto Roy

Careers Today Canada

 www.mintoroy.net