We live in a digital age, where individuals are increasingly reliant on smart and intuitive technology to complete everyday tasks. The same principle applies to entrepreneurs, who now utilise Cloud-based software to automate and manage core business processes.
While automated processes work well when they are applied to operational tasks, however, they are less effective when it comes to driving sales. This is because an over-reliance on technology undermines the role that human interaction plays in successful selling, while it also showcases a complete misunderstanding of buying psychology.
Not only is psychology a hugely influential factor when it comes to driving sales, but there are also a wide range of buyer philosophies that require human interpretation. Without intuitive seller awareness and human attributes such as adaptability and empathy, it is almost impossible to execute a successful sales strategy.
So, here are three practical steps towards embracing the driving improved sales conversions through human interaction:
1. Articulate The Difference Between Features And Benefits
Whenever you list a product on a website or in an offline catalogue, you are likely to include specification details alongside a succinct summary of its main features. While this gives the customer a brief overview of a particular product, there are two key issues with this type of messaging. Firstly, it is largely unresponsive, meaning that customers have no immediate, real-time outlet for finding out more about the product. Secondly, it educates customers on the features of a product without translating these into actionable benefits.
This is where an understanding of buyer psychology and human interaction comes into play. By approaching customer-facing messaging from the perspective of a consumer, you can tailor your off and online copy to articulate the benefits of specific products and engage customers more effectively. Harvard marketing professor Theodore Levitt summed it up succinctly when he used to tell his students, “people don’t want to buy a quarter-inch drill, they want a quarter-inch hole”.
From an offline perspective, this is why every major product launch should include frequent appearances at trade shows and regular demonstrations that encourage human interaction between brand representatives and consumers. When listing products online, craft your proposition from a customer perspective and use embedded videos to practically showcase their benefits.
2. Build Trust by Sharing Knowledge With Customers
On a similar note, technology-led sales campaigns can be overly focused on shortening sales processes and shipping the highest possible volume of products. This can alienate knowledgeable customers in search of a fulfilling consumer experience, especially those that want to make informed purchasing decisions. Human intuition is therefore crucial at this juncture, as it enables brands to emphasise the customers’ needs and adapt to provide more informative messaging.
The Blogsyfrog website offers a prime example of this, as it is focused primarily on educating visitors and providing them with practical information concerning their beauty regime. Featuring practical information such as the benefits of pressing an ice cold cloth to the face when attempting to hydrate, for example, the sharing of knowledge responds to a particular need and helps to establish trust between consumers and brands. This is a distinctly human value, and one that enables businesses to organically recommend their products to a receptive audience.
To achieve this, ensure that your content strategy is focused on developing informative copy that is based on human knowledge and intuition. This will establish a viable entry point into a relationship, and one that is founded on human values such as empathy, trust and learning.
3. Integrate Technology Solutions That Empower Your Human Resources
While we have discussed the use of technology to shorten sales cycles previously, it is worth noting that this can be beneficial from an operational perspective. Implementing solutions that reduce delivery times and simplify the online ordering process are crucial to driving improved sales conversions, for example, and this technology should be used alongside your human sales resources. The key is to prioritise the needs of the latter, however, and only adopt technologies that supplement their productivity and empower greater performance.
Take service providers such as LeadBridge Sales Intelligence, for example, which deliver industry-tailored solutions that simplify complex sales cycles and support a wider strategy. So while aspects of the brands’ software are automated, solutions can be customised to suit specific markets and accounts and to meet the needs of human sales representatives. This offers an ideal balance, as technology adopts a supportive role and empowers your sales teams to optimise their time and output.
As a starting point, consider investing relevant software solutions that target problem areas on the operational side of your sales process. By integrating technology that improves your delivery service and reduces customer complaints, for example, your staff can spend longer interacting with consumers on a personal level and developing mutually beneficial human relationships.
While automated processes are all the rage in modern business, they should only be applied to operational sales tasks. This will enable you to build a loyal and trusting consumer base based on core human values, while also driving higher sales conversions rates.
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