Evolve or disappear...
Such is the terrible fate of the sales function, faced with the rise of the Internet and new media. For salespeople, the stakes are high: transforming their role from "transmission belt" to "turbo compressor".
It's a simple fact: today, with the Internet, anyone can buy anything, find anything, and obtain all the information they want, at any time... In France, over 90% of Internet users say they carried out research before their last major purchase, and in the High-Tech products department, over 40% triggered the act of purchase more than a month after their first enquiry. This percentage rises to 60% for purchases related to travel, sports and leisure (CETELEM Observatory).
The result? Hyper-documented consumers, potentially more knowledgeable about products than the salesperson. Indeed, whereas the salesperson remains the generalist of a sector, the consumer becomes a specialized buyer of a precise need, with all the tools at his or her disposal to conduct his or her own market research, compare products, consult positive and negative reviews... Add to this the global scale of the Internet, and it's easy to understand the need to evolve the sales function, as well as management.
Yesterday's salesman: the transmission belt
Present to act as a link between supply and demand, he fulfilled his role in 4 stages:
- listen to and discover the customer's needs,
- propose a solution adapted to its needs,
- argue this solution,
- conclude the sale.
But in a world where consumers have unlimited and free access to information, the discovery and argumentation stages have less value and flavor.
This is because the Internet is very good at argumentation, with resources that salespeople don't have: videos, images, tests, user testimonials... So many tools that inform customers while leaving them with a sense of freedom to make their own decisions. On the other hand, the customer will always be more wary of a salesperson's arguments, which may seem less objective, less "honest".
Today's seller: motor oil
Today, the "advice" dimension is diluted in the role of the salesperson, who is more and more a logistics specialist and less and less a value-added specialist. Their main role is to take orders, manage logistics, inventory and after-sales service... and provide the human contact that the Internet lacks. Faced with a shrinking sales function, salespeople need to react.
Tomorrow's seller: the turbo compressor
The "turbo" salesperson is a salesperson who reinjects gas and added value into his or her company's engine, turning Web 2.0 developments to his or her advantage...
With the Internet, salespeople also become creators and distributors of content. They must use it to regain ground and credibility, to promote their own expertise and that of their company, and to let the world know how they can provide services and advice that are superior to the competition.
Necessary risks?
By allowing employees to take the initiative, the company runs the risk of losing control of part of its image, its communication...
The main danger? Uncontrolled slippage, unfortunate communications that are inconsistent with the company's strategy or positioning. A bad buzz can happen very quickly, and the effects can quickly become "indelible" on the web.
Conversely, if the company refuses to take any initiative, it can create tension and even frustration within its teams, with counter-productive consequences.
The key is to strike the right balance between freedom of expression and control of information. The company that achieves this will be able to capitalize as much on its own image as on the sum total of the images conveyed by its employees.
This reflection should lead companies to rethink their management methods, with a view to more flexible, less centralized management...
Or even to come up with new solutions:
- creation of a dedicated function, like that of moderator,
- creation of specific training courses,
- creation of a communications department to assist with public speaking...
These are just some of the avenues to be explored to open up new perspectives and give new meaning to the sales profession.