Brian Tracy compares sales in 1999 to 2019, highlighting four key shifts: customers now search online before visiting stores, many purchases happen entirely online, reviews shape buying decisions, and businesses can target specific customers through digital ads. Success requires a website, reputation management, and digital marketing.
The kind of sales that were commonplace decades ago don't really exist in the same form today. Brian can attest to this fact. He started as a door to door salesman who was forced to do cold call sales and is now in charge of a large data focused, technology driven business. To make sure you don't get left behind in today's digital age of sales, listen to the following ways strategies have changed over the years. Ideally, you can take a bit of the past in terms of sales approach including being good with people, and use it to enhance the sales theories of today which typically involve technology and data. How sales have changed over the years what you must do to compete in today's business arena Number one Every business needs an online presence to compete with most people doing their research via a smartphone or laptop, a business's online presence is more important than ever. Sure, word of mouth still is a thing. However, even with word of mouth, a well designed business website can give potential customers a first impression of your business they simply can't get from a phone number or address. You might ask yourself whether or not you can still compete without a website or mobile app. Well, technically yes, you can still do business, but you are handicapping yourself. And why would you do that? Here's a fun over half of near me searches will result in an eventual store visit. Therefore, it's important to have a website or mobile app at the end of a near me search. This is what is called a click to brick conversion. Number two Many sales take place online now perfected by giants like Amazon and other online retailers, today's sales often take place outside of brick and mortar stores altogether. This movement towards the convenience online purchasing offers means you need to give your customers the option of purchasing online in order to keep pace with your competitors. Consider the following scenario. You and another company both offer roughly the same product for around the same cost. What will set your product apart? Sure, it might be your marketing. Of course, it could also be the fact that you offer your product for purchase online without requiring your customer to get in the car and drive across town to make their transaction. Providing them the option of checking out and paying for their product all from the comfort of their home can give your business the boost it needs to compete against other businesses. It also allows you to make a sale without ever meeting them face to face. Number three Customers are informed Potential customers are now a quick click away from finding out all kinds of information about your products and business in the form of reviews. Sometimes these reviews are unfair. Thankfully, even a negative buzz around your business gives you an opportunity to respond, and if you handle even unfair criticism professionally, your reputation will remain intact and will likely even improve. Number four Businesses Can Target Specific Customers with the many avenues available to businesses today for tracking customer searches and the like, it is possible to specifically target individuals who are more likely to buy a certain product. This takes place all the time, even to you. Just think about how many times you have searched for a product or service and then seen an ad for that or something similar pop up on your Facebook feed. It's a bit freaky to be honest, but it works. Specific online advertising geared towards a specific customer is now possible and it's a tool you should be using. According to Brian Halligan, people shop and learn in a whole new way compared to just a few years ago, so marketers need to adapt or risk extinction. You, as a modern sales professional, whether you have a large or small customer base, need to embrace the changes listed above or risk getting left behind. Create an online presence if you don't already have one. Get a website today, then keep up with it, adding interesting, engaging content. Follow up on your business's online presence as well by answering reviews and more. Invest in a Digital Marketing strategy. Whether you utilize social media, ads, email campaigns, or employ tools that track potential customers personal purchasing habits, getting your business into the digital marketing world is a must. For more information on how to ensure your business isn't left behind in the ever changing world of sales, sign up for our helpful resources. That could be the difference between adapting today's world of sales or living in the past.
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