The sales world is changing FAST. The customer is in control. The internet is becoming the expert, the presenter of the features and benefits of a brand’s products. Ten times the amount of research can be done in one-fourth the time on Google versus the public library, and it’s far less confrontational than sitting across an office desk. Many consumers even identify and overcome their own objections thanks to the i-Pad they’re using in their living room. How significant are those closing seminars now?
The argument isn’t that professionals should neglect continuing education or abandon product knowledge. The point is that they should take a step back and evaluate the situation. Salespeople have long been programmed to diligently prospect new business, set interview appointments, demonstrate products, validate interest, overcome objections, close the deal, and follow-up/ask for referrals. There is no doubt that the traditional system will always be an important component to business success.
The quandary is this: If a brand representative will not be present for some or all of the process, how will their role need to evolve to fit into the new reality?
