By Trond Lyngbø
For decades, the music industry thrived on a successful model — selling physical copies of song collections (CDs, tapes, records, etc.). Then, the internet changed everything.
The ability to download digital mp3 files transformed the music industry and paved the way for the iTunes revolution. That was a consumer-driven shift that forever altered the way music was packaged and sold.
In a similar manner, online search is transforming conventional selling models. While Google is innovating at warp speed, the sales process of many businesses remains stuck in the 1990s, relying on outdated and ineffective strategies.
Just think about how buyer behavior has changed in recent times. When you decide to buy a car, do you rush straight to the car dealer? Of course not! You’ll spend hours online, researching various car makes and models.
Google Is Guiding You
Search engines have become an integral part of the buying process.
Whether it’s the restaurant where you’re having dinner or the business colleague you’re meeting there, you use Google to learn more – and that affects your perception of the experience.
Businesses that “get” this concept can profit massively… and that’s why sellers need a new rule book.
Prospects are sick and tired of cold calling, unsolicited email and intrusive advertising on social media. Busy sales people can’t find time to be helpful and educate prospects.
In this climate, the old style of passing out generic information and trying to shoehorn everyone into a “one-size-fits-all” culture just doesn’t work.
A more strategic approach to selling involves:
- Sharing information about products and services
- Assisting clients with buying decisions
- Managing feedback on social networks
Consumers want everything they need right at their fingertips. Your only task is to be found — by offering your audience what it’s looking for!