|
|
|
|
|
Comments or Suggestions?
|
|
|
|
|
|
Share this Article
|
|
By Hayley Ringle, SalesLobby.com Correspondent.
This article examines how the Internet has changed the way salespeople and customers interact with each other. Industry experts weigh-in on the ramification of the Web on sales.
The impact of the Internet on the relationship between salespeople and their customers has become a dream team for some.
Robert Winters, vice president of sales at Synygy, is responsible for building and managing a team of sales executives and sales consultants initially located in twenty cities throughout the United States, with plans for continued expansion both domestically and internationally.
Winters said the relationship between salespeople and their customers has changed tremendously.
"Synygy has developed and installed Internet-based tools allowing our customers to manage changes to their incentive comp plans, processes, and sales roles and positions," Winters said via e-mail.
"Via the Internet, our customers enter work order requests and can view the status and expected completion date of deliverables."
This Internet-based interactive vehicle, Winters said, is a very effective form of communication between Synygy's client-support teams and customers.
"We have seen increased productivity with respect to our ability to communicate with our customers and obviously, an increase in customer satisfaction," added Winters, who has more than 18 years of experience in sales and sales management in the computer industry.
Rob Boschen, network manager for MA&A Group, Inc., said the customer no longer depends on the salesperson as an information source on the product, but rather as a facilitator for receiving non-standard services or add-ons for the purchase.
"For instance, I can order a large number of computers online from a manufacturer, but if the offerings online do not fit what I need, I will call to speak to a representative and they can modify the order according to my specific need," said Boschen via e-mail.
In the future, Boschen said the salesperson/customer relationship should become one of "knowing the customer."
"The customer will have needs that other customers may not have, and the salesperson should focus on those needs and tailor the Internet portal for the customer," Boschen said.
"If I am purchasing similar products repeatedly, I would expect that the salesperson would be monitoring this and be sure that my Web portal would be focused around these products, information on the products, or other solutions for that need."
In the future, Winters envisions further use of these types of Internet applications for companies to conduct surveys with salespeople, recognize top performers, and communicate about other sales-related topics.
"Salespeople will interactively communicate with the corporate sales analysts and perform "what if" scenarios to see how they can sell more and earn more money, depending on their specific incentive comp plans," said Winters.
Beth Armknecht, vice president of Business Development for MA&A Group, Inc., said she thinks that a salesperson’s job will be a lot more efficient in the future.
"With the future of real-time video you can still have personalized relationships with your customers and be able to keep track of conversations during meetings," said Armknecht via e-mail.
"Salespeople don’t like paperwork so the more tools that provide automatic updating for reports and tracking which are implemented by the initial communication - voice or written, the less 'paperwork,'" she said.
Customers’ Expectations Have Changed.
Boschen said he thinks the salesperson's role will have to change to a more service-oriented role, someone who uses their head rather than a script.
"Someone who tries to get to know the consumer through purchase history or through follow-up phone calls and e-mail," Boschen added.
"This person will need to know what will benefit the customer in order to keep that customer coming to them."
Armknecht said customers want responses quicker and want more valuable and meaningful information that is customized to their needs.
“Has the Internet made jobs easier? Much easier,” Winters said.
"I require access to enormous amounts of information," said Winters. "The Internet technologies we have developed help us to rapidly roll out new functionality on a global basis."
It's been said that the Internet is a place where people buy, but not where people sell, and Winters said it depends on the type of product or service.
"Of course, for every buyer, there is a seller," Winters said.
"However, as far as buying and selling over the Internet, I believe this usually only occurs with commodity products such as books and CDs. A more complex product or service is something that you can learn about via the Internet. However, rarely does one purchase without spending time face-to-face with the person or entity doing the selling."
Boschen agrees with the theory, for now, that the Internet is a place where people buy, but not where people sell.
"A person looks for good deals on the internet, or looks for more information on the product or service, or reviews, etc., but this is all driven by the consumer," Boschen said.
"You cannot push your sales on someone unless that person shows up. Unlike the mail, an office visit, or a phone call, the consumer is the one who is driving the transaction, and the seller needs to be ready to receive the consumer."
Armknecht said she also agrees that currently people look at the internet from a buying perspective but the amount of information available and the junk e-mails delivered are overwhelming.
"There seems to be more work, and not less, associated with the internet," Armknecht said.
What Has the Web Done to Interaction?
"For those who enjoy personal face-to-face relationships, it hasn’t affected them, but there are those representatives who become too dependant on using the internet to continue an existing relationship which can be detrimental from a long term perspective," Armknecht said.
The Internet makes her job easier, but with a catch.
"It can become too easy to rely on e-mail which may not be the right method of communication in certain instances," Armknecht said.
"It is easier to deliver bad news to a client via e-mail than delivering it personally, which is a more effective and positive method."
Hayley Ringle is a full-time journalist and a freelance writer in the Phoenix area. She can be reached at hayleyr@earthlink.net.
Printer-friendly version
|
|
|
|
