Selling is Dead!

Selling is dead. Long live help!

I've been doing a lot of reading on the subject and have come to the consensus that "no one likes salespeople."  If you just said, "Duh!" bear with me.  No one likes salespeople because of the implied confrontation.  You KNOW they want you to make a purchase.  The whole reason they are talking to you is BECAUSE they want you to make a purchase. Now, I have no problems with people making money. I have quotas too. HOWEVER, if someone is going to make a profit off me, they better be providing a real service.

For example; I do NOT count a store clerk checking the warehouse for stock as a service.  If the shelves don't contain the right size, color, etc.. well that's the locations fault and I'm not going to feel any sort of obligation to purchase just because "you had to go in the back." Nor do I consider a salesperson "knowledgeable' when they simply read the product details off the label. However, if a commission-based agent knows where to find the exact product I looking for; EVEN IF IT IS IN A COMPETITORS store, that is service.  Contrary to popular belief; I will be more likely to become a regular customer of a company that is obsessed with solving my problems.

As the saying goes, "you can't fool an ol' fooler" and I can spot BS a mile away. I'm not alone. The public is becoming more and more skeptical.  Persuading a customer to buy a product that doesn't meet their needs is like shooting yourself in the foot.  Once the customer gets home, realizes they were sold upriver and experience the pang of buyers remorse; you've lost.  It doesn't matter if they return the product or not.  You've lost them.  They don't trust you.  Engendering trust it what it comes down to.  It is much better to lose out on a purchase today then lose a profit stream for life.

I'm not expecting to win you for the "help" team overnight.  I'm sure there will be mobile salesmen and car dealers for many years to come; but do we really want them? Think about it.

You don't KNOW me!?: CRM & Personalization

Effective CRM of the future will focus on psychographic customer profiles in addition to traditional demographic profiles.  Beyond the basic principles that determine how profitable a relationship with a customer will develop, successful businesses should seek to know WHO their customers are and WHAT motivates them as accurately as possible.

Why?  Understanding the belief systems and circumstances that motivate your customers to buy or BUY MORE can increase incremental value if your communication is in line with those factors.  Below is an example based on my favorite hobby; video gaming. (Refer to this chart to understand psychographic jargon.)

Amanda is a 25 year old female in social grade B living in a metro area with a steady job at the same company for many years. Classified as a Reformer, Amanda has been a loyal subscriber to Microsoft's online gaming service for at least 5 years.  During this time, she has never changed her profile name.  Microsoft wants to sell her on their name change service.  As a member of social grade B, she is a good canidate for purchase as she has some disposable income and has attained enough social status that titles matter.  As a Reformer, she regonizes that value often comes in small packages and a hefty price tag is not required for satisfaction. 

In order to properly sell their name change service, Microsoft could use the following dialogue:
-"Thank you for being a loyal member of XBL.  We've noticed your tag has not changed in the 5+ years you've been a member.  While you are welcome to retain your name for as long as you are a subscriber, we'd like to offer you a 30% discount on our name change service.  Think of it as a chance to re-brand yourself and find a title that fully grasps who you are now.  For just $5, you can select a new name that reflects your individuality." ( This tactic speaks to the thrifty and anti-establishment tendencies of a reformer, the status of a grade B, the targets age and gender within the life-cycle of a loyal customer.)

However, Microsoft should NOT use a tactic like the one below to speak to Amanda:
-"Did you choose the wrong name?  Does your title scream WIMP?  You can fix that by ordering a name change for $8.  In just seconds, you can go from lame to fame as you let our name generator provide you with the ULTIMATE handle!  Don't be stuck with xX01Loser10Xx!  Get a new, cool name today!" (This tactic speaks more to young, male D status NEW subscribers with a Struggler or Aspirer psychographic profile.)

By choosing a specific dialog suited to a small group, CRM marketers can almost guarantee a sale.  Don't believe me?  Look at my new "DarqueDuce" xbox gamertag.