Can you elaborate on that?Īgain, it all goes back to the quality of the dialogue. You suggest designing a sales process that makes it easy for people to buy from you. Exceeding expectations might actually start with how you respond when a problem arises. Regardless of how it starts, the goal is always to find a way to continue the dialogue, using whatever platform and mode of communication the customer prefers. And you use that dialogue to support the customer experience. How do companies determine what customers want when many do not even know themselves? Throughout the book, you emphasize the need to exceed customer expectations, not just meet them. Their mind-set is more along the lines of, “Given all of the available options, why should I buy from you?” Retailers that succeed have a good answer for that question. The question they start with when they approach a retailer is not about cost or availability, because they probably already know the answers to those questions. They assume that they can pull out their phones or switch on their laptops and very quickly get the information they need to make an informed decision. Retail customers today are armed with much deeper levels of knowledge, and that knowledge has changed the way they think about purchases. What is this mind-set, and how has it changed? One of the reasons cited is a failure by retailers to adapt to a new customer mind-set.
These adaptations are non-negotiable in the current environment.
The rapidly changing retail landscape has forced brick-and-mortar retailers to seriously rethink their value propositions, to embrace the communications technologies that now lie at the heart of most consumers’ lives, to enrich the online experience, and to balance all of these efforts with a commitment to interact more effectively, in person and elsewhere, with every prospective customer. To what do you attribute this?įishman : Those that have failed, failed to adapt. CRM Editor Leonard Klie interviewed F ishman to find out more.ĬRM: The book starts by pointing out that many retailers have failed recently. If they don’t, they risk joining the many businesses that flourished in earlier years but failed to adapt, losing market share and ultimately being forced to close.
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V eteran sales trainer Rob Fishman notes in his new book, Retail Sales Success in an Online World: How to Compete and Win in the Amazon Era, that companies need to come to grips with the realities of how consumers shop today.
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