Integrate media into your sales process
The rapid development of the media (particularly the Internet), the quest for productivity when a company seeks to reach the maximum number of customers in the least amount of time, and the implementation of advertising and promotional operations, all lead sales departments to make increasing use of the media in the sales process. Over the past few years, the development of telephone use, commercial websites on the Internet, mailings and sales catalogs all bear witness to the evolution of sales methods.
An analysis of media-based sales processes shows that they have two main uses:
- either they enable the entire sale to be made without any face-to-face contact. Catalog sales are a perfect illustration of this sales approach. Customers can find out about offers, order and pay completely independently.
- or they can be used to carry out one or more stages of a more complex sales process. The use of these media sometimes requires contact with the company's own sales force. The sale of automobiles is a case in point. A potential customer can consult an Internet site to find out about models and prices. They can then go and meet the sales staff at the dealership to try out a model, choose options and negotiate the price.
We'll distinguish between the types of media used - telephone, paper or Internet - and their uses, depending on whether they can help make a sale or simply contribute to one.
THE FIVE C'S METHOD
When a medium is used to complete a sale, i.e. up to and including the actual customer order, we have observed that its success depends on the application of 5 fundamental rules. These rules, common to all sales whatever the medium used, can be summed up with the mnemonic we have called The Five C's Method.
First of all, it's worth noting that a sale carried out entirely with the help of a medium (telephone, paper or Internet) is generally used when it doesn't require a visit from the customer. In most cases, therefore, the customer discovery phase is either omitted (e.g. in the case of direct mail sales) or considerably reduced (e.g. in the case of Internet or telephone sales).
The 5 C's and the rules to follow to increase your chances of success
1 - It is desirable that the "What to Sell" is Known
If the product offer is too technical or too new, it requires a great deal of explanation to customers. In such cases, selling requires one or more face-to-face sales meetings. To convey this information, the use of a medium is much less suitable than an oral explanation.
A product with which the customer is already familiar is the ideal case for this sales family.
Whether the medium used is a visual presentation of the product (e.g. a website) or an oral one (e.g. the telephone), access to it - i.e. understanding it - must be quick and easy. Doubts about a product are often a major obstacle to immediate purchase.
2 - It is preferable for the "What to Sell" to be essentially Commercial
A commercially attractive offer (attractive price, promotional offer, or special conditions offered to certain customers, etc.) is a sales gas pedal. It makes it easier to hook and close the sale, as the added value of the offer is immediately perceptible to the customer. This commercial added value can also compensate for a lack of technical added value in the proposed offer.
3 - It helps if the "Who to sell to" is targeted
A successful mailing, telephone or Internet campaign requires careful targeting. Who are my current or potential customers? Does my offer correspond to their needs or motivations? How do I get in touch with them? These are the essential questions to ask yourself, in order to gain in efficiency and time.
4 - If the "Who Sells" is Known, the sale is easier
When the company or the person contacting the customer is well known, making contact is considerably simplified.
In the same vein, a company that is "well known" or already has an image with potential customers is a factor that favors media sales. The credibility of the "who sells" is often paramount.
5 - It is essential to keep the deed of sale short
This factor is well known to sales people. Lengthening the duration of a sale doesn't make it easier to close. Whatever the medium used, the time devoted to presenting the offer, and the period during which it is valid, must be relatively short. For example, a promotional offer should be limited in duration to encourage the customer to decide quickly.
Source: " Faites évoluer vos méthodes de vente! - Daniel HUYOT and Philippe LAFAIX - DUNOD - 2008