BETA
This is a BETA experience. You may opt-out by clicking here

More From Forbes

Edit Story

Authentic Salesmanship Is Key To Success In The Research Online, Buy Offline (ROBO) Economy

Following
This article is more than 5 years old.

The era of overbearing and opportunistic sales reps has been dead for quite some time. While people trying to make a fast buck will always exist in one form or another, true sales professionals know that if you intend to have a lasting career, you need to be a straight shooter.

And because a salesperson’s livelihood depends heavily on referrals, one’s track record of integrity and dealing fairly with people is their calling card. Old school sales tactics, exemplified by the exaggeration, over-promising and under-delivering made famous by used car salesmen, are becoming a thing of the past. Furthermore, the Research Online, Buy Offline (ROBO) economy has changed the sales environment, making it critical for salespeople to be transparent and genuine because consumers can research a product or business with a simple online search.

The ROBO economy in a trend in consumer’s purchasing behavior where they research online reviews prior to making any in-store purchases .

This is why today’s sales professionals are believers in their products, and the best reps are committed to over-delivering and providing value at every point in the sales cycle, from the customer greeting through completing the sale and even afterwards.

What’s more, buyer and seller relationships have evolved, because in addition to the death of old school sales techniques, customers are becoming increasingly more educated, resulting in a more level playing field between businesses and customers. This has led to changes in the way that sales organizations operate, from lead generation to close.

Access To Information

The first game-changer is that thanks to the internet and mobile, buyers have access to more information than ever before. Customers can do their own research on products and services, well in advance of having any contact with a company, and reputable third-party information like analyst reports or consumer reviews are just a click or two away. Online and even offline research means that buyers no longer need basic education from sellers. ROBO research data suggests that 56% of online shoppers read online reviews before buying , and 45% of brick-and-mortar buyers read reviews before purchasing something.

The second major shift is that buyers have many more purchase options. For example, in the past, it was standard that buyers bought from local businesses. However, e-commerce has made it quite frictionless to buy from sellers anywhere in the world, and price competition is rampant. Mobile is the “first screen” for a vast majority of shoppers, and some 50% of e-commerce traffic is estimated to come from mobile sources, so purchasers can pick and choose their most efficient and frictionless digital shopping experience any time and at any place. Swiping or tapping to the nearest competitor is easy, and according to analyst Brian Solis, if customers encounter obstacles on a mobile site, they will switch to an app to gain easier navigation, a more efficient way to purchase, or to save checkout time.

The Importance Of Omnichannel

In this fickle customer environment, loyalty is best driven by a seamless omnichannel customer experience, along with integrated marketing and sales techniques that engage audiences and make customers feel valued and special.

This is why personalized communication has increasingly become a best practice, including the use of email. Even when executed at scale, email communication and lead nurture programs can help drive “credible personalization” that offers prospects what they need, when they want it, and helps them arrive at a purchase decision sooner. Machine-assisted email campaigns should reflect the sincerity associated with the modern, ethical sales professional – even if that customer correspondence is executed by artificial intelligence. The bottom line for all customer communication is that it should look like a human took the time to personalize it.

In 2018, e-commerce share of  total retail sales was 10%, and this figure is expected to reach 12.4% in 2020. This means that 90% of sales are still happening in a retail location, this is why a company's customer reviews are so important.

Photo Courtesy of Statista

According to Jeremy Donovan, SVP of Sales Strategy at SalesLoft, “The evolving buyer landscape demands new skills from sellers. They rarely need to educate buyers. Instead, the role of the seller has transformed into one focusing on explanation of features and functions. Today’s most effective sellers act as consultants to their clientele.”

Most importantly, sellers need to be able to position their products against fierce competition. And what customers have to say about your product and service online has a significant impact on your sales and reputation. Features and benefits, along with implementation, and even customer service are no longer major differentiators. One of the key differentiators today, is utilizing the company's online reputation to prove to buyers that they are making the right purchase. 

A sincere, honest approach involving showing, not telling, is the way forward. In an era when customers have unprecedented access to information and incredible buying power, sincere, honest, informative and consultative selling – the antithesis of “old school sales” – is the key to success.

Follow me on Twitter or LinkedInCheck out my website or some of my other work here