There are two basic ways to sell. And the internet, and the things consumers do these days, powered by the internet, have changed them dramatically. Let’s take a closer look.
Features benefits selling
So called low level selling. This involves, as the name implies, simply listing the features of product or a service, and it’s associated benefits. For example, the Apple computer I am using right now has any number of great features. But I might not be aware of why these features might benefit me. So a low-level sales person might list these features and explain the benefits.
Features Benefits selling is often the basis of retail selling, and a lot of those unsolicited phone calls you get selling insurance or mobile phones or whatever. It needs you to be ready to buy to work. Its relies on you either walking into the store or being actually in the marketplace for the product or service when you talk that phone call.
So called high level selling occurs when the sales person first takes the time to understand what problems I may be facing and then, using their skills and experience to match me with a product or service they can provide, they fix that problem. It’s often the case that a high level seller will input into the organisation at a high level. Sometimes called a strategic level. For instance, a consultative seller may help a business decide what product to take to market first, based on the marketing advice they can give, or the IT support their company can provide to support that product.
Conversely low-level selling almost always occurs low down in the organisation.
Where the internet comes into the equation
In order to understand how the internet affects us when we sell, its first necessary to understand how people buy. I’ve been through this before in this blog, but just to recap, everyone that buys something goes through these 5 stages.
1. Need Identification: Understanding that a ‘thing’ is wanted or needed in the first place – without this recognition, sales will not be made
2. Information Search: This is when the prospective customer gathers as much information about the purchase as possible
3. Evaluation of Alternatives: The drawing up of a shortlist
4. Purchase Decision: The choice is made, the purchase decided upon
5. Post Purchase Analysis: After you have bought, what you though of the purchase, good or bad, and how that informs future behaviour
Nothing ever changes, it only stays the same?
Even a quick glance at the above immediately reveals how the internet has changed the game. Years ago, our information search was limited to the people we knew, the shop assistants we spoke to or the manufacturers paraphernalia available to us. Our evaluation of alternatives equally limited to the same sort of group. We may have had very limited opportunity to evaluate taking others opinions into account too, given we may have been the only people to own a particular product in our relatively limited networks (a brand new car for instance)
And the purchase decision was again limited to what was reasonably available as opposed to what was the best for us. Whether something was in stock or could be delivered in a sensible time was likely to offset the cost, and if a store didn’t have what we wanted or needed, we would often settle for second best.
And maybe the biggest change? If we were happy or unhappy with our purchase, we, and our immediate circle may have been the only people to ever know!
Now, more than ever, the customer is in charge
Whereas these days there seems to be limitless information available on any product you can think of. Everything from video instructions to manufacturers specs are instantly available to us, 24 hours per day, 7 days per week. Our evaluation will be aided by consumer sites listing the best buys, and does anyone buy anything anymore without scrutinising peer review sites?
And then the knock out blow: You find the right product. You may even have the right product suggested to you by a consultative seller. But once you are settled on it you don’t buy there and then, oh no. These days you then go online and find out where you can get it the cheapest.
And it doesn’t matter if its down the road, in another part of the UK, or another part of the world. Next day or super fast delivery from anywhere means you can now buy from anywhere. And you can buy when you want. In the middle of the night, on a bank holiday, during your work day lunch break.
What does it mean to the seller?
It’s easy to imagine that selling has changed too. We seem to see more and more discounting for sure. The giant brands have piled online with more and better websites to help us buy their stuff. Things feel ‘cheaper’ somehow. And certainly easier to buy, freed as we are from the tyranny of the badly trained and unmotivated sales staff.
It seems as if features benefit selling is king. Here are the features, we say, pour over them on multiple websites, and see what benefits we the seller can identify as well as the benefits your very own networks have identified. Consumer choice is all.
But that’s not what seems to be happening?
Luxury products are doing better than ever. Tailored and bespoke is most highly regarded. We want specialist solutions for everything from our pens to our mountain bikes (remember when they were just ‘bikes’?)
We want expert input, opinion and direction. We want specialised solutions. And we want to really know the brands we are buying from. Who are you? What do you stand for? How will you help me, going forward, with this product? What is it going to say about me?
Am I going to get off on sharing my purchase and my ownership of this product on my social networks!
It seems like we are more starved of engagement in our low-level selling than ever before. And so perhaps we seek ever deeper relationships with the high level purchases we chose to make. And the high level sales people that sell them.
What does it mean to you?
So whats its to be? How are you going to respond? Are you going to stay in features benefits selling, pitching at customers and hoping to come across a customer when they are ready to buy? Or are you going to make the change and up your game and become a genuine consultant?
Are you expert enough? Are you able to solve problems? Can you create value? Beyond the value of that all-powerful internet and it’s ability to find it cheaper and get it delivered the next day?
You’d better become that if you’re not already, the alternative doesn’t bear thinking about!