Customers have changed.
In the past, sales reps would be tasked with “solution selling“—i.e. being adept at discovering customers’ needs and selling them solutions to those problems. In other words, the sales rep would ask the customer questions to diagnose their problem (need diagnosis) and would “sell” them a product that their company produces which provides a solution to the customer’s problem (need fulfilment).
But in recent times, customers require less help from salespeople to find solutions to their problems. This is likely because:
- the wealth of information available to customers has multiplied exponentially;
- the access to such information has become ubiquitous [in Western nations] (predominantly due to the internet); and
- customers have become increasingly dexterous at researching, curating and analysing information.
The result of these developments is that customers are able to self-diagnose problems and research solutions themselves.
Why does this matter?
Continue reading “Delivering value in the Information Age”
Hugh McGuire posted an important thought recently. Hugh made the claim that:
The distinction between “the internet” & “books” is totally totally arbitrary, and will disappear in 5 years. Start adjusting now.
This is an interesting concept, and it brings me to think:
Since links are considered gold in the online space, will we eventually get to the stage where we can do away with (Author, Date) academic style referencing and simply hyperlink to sources?
The space between text and hypertext is narrowing, especially with words like Kindle, iPad, iBooks and ePub entering our vocabularies. As Hugh says, “Start adjusting now”.
To paraphrase the About section of Hugh’s blog: Hugh McGuire builds webby things; and writes & speaks about media, publishing, the web, technology, etc.
This button appeared at the top of my Facebook home page (News Feed) today:
Yet another attempt by Facebook to take over your internet. With the recent implementation of their Open Graph protocol (those “Like” buttons you’ve been seeing on every website you visit), and continued rumours of geo-tagged statuses & Facebook virtual money/credit tokens; Facebook really are making a strong push to have a presence on the web FAR beyond http://www.facebook.com/.
Online, it’s Facebook vs Google for the control of your web experience.
Mobile, it’s Apple vs Google for control of your mobile experience.
I’m not quite sure who I’m rooting for, but it’s sure going to be exciting for consumers. After all, in a competitive open market, the consumer always wins!