{"id":865180,"date":"2020-06-23T09:05:03","date_gmt":"2020-06-23T07:05:03","guid":{"rendered":"https:\/\/www.ie.edu\/insights\/?post_type=articles&p=865180"},"modified":"2020-10-30T12:25:18","modified_gmt":"2020-10-30T11:25:18","slug":"on-sales","status":"publish","type":"articles","link":"https:\/\/www.ie.edu\/insights\/articles\/on-sales\/","title":{"rendered":"On Sales"},"featured_media":865176,"template":"","meta":{"_has_post_settings":[]},"schools":[29,33,35],"areas":[20,24],"subjects":[422,424],"class_list":["post-865180","articles","type-articles","status-publish","has-post-thumbnail","hentry","schools-business-school","schools-human-sciences-and-technology","schools-university","areas-human-behavior","areas-strategy","subjects-innovation-and-technology","subjects-marketing"],"custom-fields":{"wpcf-article-summary-enable":["1"],"wpcf-article-summary":["Global consumer trends have made traditional sales methods obsolete and inefficient. To win over fast-changing customers who have access to a vast array of options, we must reinvent ourselves. The secret to the success of the major unicorn companies is their role as intermediaries and their understanding of customers. Success in sales is based on knowing the customer and generating added value in every interaction. Knowing how people\u2019s brains work and understanding their needs is essential to building a relationship of trust and providing a satisfying experience. This is the simplest way to become top-of-mind."],"wpcf-article-leadin":["In today\u2019s oversupplied market, where customers are changing in unprecedented ways, outreach and sales strategies have become highly complex. The key is to speak directly to the consumer\u2019s brain and add value in every interaction."],"wpcf-article-body":["Thanks to the current technological<\/a> landscape, customer profiles have multiplied tremendously. Standards are a thing of the past; the new trend is to design personalized strategies<\/a>. Customers want to feel special when they purchase a product or service, so the key to winning them over is to know them well. This is the great challenge\u2014and the reason why it is so incredibly difficult to forecast sales<\/a> nowadays.\r\n\r\n \r\n\r\nReaching out to changing customers<\/strong>\r\n\r\nTo really understand their customers, all businesses must accept the need for an omnichannel approach, as well as the presence of users on multiple networks. A diversity of channels makes for a more complex environment, but the solution to this problem lies in the problem itself. Identifying users in multiple channels allows us to standardize our communication methods and protocols. There is no such thing as an offline customer or an online customer; they are one and the same, and we need to be deeply familiar with their needs.\r\n\r\nIn their role as intermediaries, the major unicorn companies have managed to build very close relationships with customers by detecting new needs for products and services. Businesses like Airbnb\u2014inconceivable in decades past\u2014have won the hearts of millions of customers through the intelligent use of data. These organizations also provide a clue about consumer demand: nowadays, people want personalized services and experiences.\r\n
The key to standing out in this highly competitive environment is speak directly to the consumer\u2019s brain, since most decisions are emotional.<\/blockquote>\r\nStanding out in an oversupplied world<\/strong>\r\n\r\nToday\u2019s market is characterized by excess supply: there are thousands of ways to satisfy every need. The key to standing out in this highly competitive<\/a> environment is speak directly to the consumer\u2019s brain, since most decisions are emotional.\r\n\r\nReaching customers emotionally is the best sales<\/a> argument, since only 5% to 10% of purchase decisions can be explained by rational behavior<\/a>. Traditional sales techniques based on highly aggressive models can therefore be seen as ineffective or even harmful.\r\n\r\n \r\n\r\nAgility trumps size<\/strong>\r\n\r\nThe first rule of dealing with customers is \u201cdo not disturb.\u201d Any interaction that doesn\u2019t leave the customer feeling pestered is ground gained. It doesn\u2019t matter what the company is called or how big it is: the key to winning customers over is agility\u2014being able to meet their every need, thanks to a deep familiarity with their environment and behavior<\/a>.\r\n\r\nOf course, this is no easy task. If you want to be ready to offer the right solution at the right time, you have to study every micro-moment and micro-behavior<\/a>. Agility should also be built into departmental structures and divisions. Just as we no longer differentiate between digital and non-digital customers, it no longer makes sense to have both a marketing<\/a> director and a digital marketing director. The trend is to integrate these functions into a single position, which some companies are calling the \u201cgrowth<\/a> manager.\u201d\r\n
Just as we no longer differentiate between digital and non-digital customers, it no longer makes sense to have both a marketing director and a digital marketing director.<\/blockquote>\r\nTop-of-mind awareness<\/strong>\r\n\r\nKnowing your customers and understanding how to solve their problems quickly is the best way to become top-of-mind. The only way to achieve this goal is through added-value interactions. Every link in the chain must be designed to create value. Every touchpoint is crucial for building a trustful relationship and turning a sale<\/a> or sales venue into an full-blown experience.\r\n\r\nThe most successful brands have embraced this mix of trust and experience. It is a winning combination that can only be achieved by listening to your customers and getting to know them better.\r\n\r\n \r\n\r\n\u00a9 IE Insights."],"wpcf-article-extract-enable":["1"],"wpcf-article-extract":["By Rafael D\u00edaz Cruz<\/strong>. In today\u2019s oversupplied market, where customers are changing in unprecedented ways, outreach and sales strategies have become highly complex. The key is to speak directly to the consumer\u2019s brain and add value in every interaction."]},"_links":{"self":[{"href":"https:\/\/www.ie.edu\/insights\/wp-json\/wp\/v2\/articles\/865180","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ie.edu\/insights\/wp-json\/wp\/v2\/articles"}],"about":[{"href":"https:\/\/www.ie.edu\/insights\/wp-json\/wp\/v2\/types\/articles"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ie.edu\/insights\/wp-json\/wp\/v2\/media\/865176"}],"wp:attachment":[{"href":"https:\/\/www.ie.edu\/insights\/wp-json\/wp\/v2\/media?parent=865180"}],"wp:term":[{"taxonomy":"schools","embeddable":true,"href":"https:\/\/www.ie.edu\/insights\/wp-json\/wp\/v2\/schools?post=865180"},{"taxonomy":"areas","embeddable":true,"href":"https:\/\/www.ie.edu\/insights\/wp-json\/wp\/v2\/areas?post=865180"},{"taxonomy":"subjects","embeddable":true,"href":"https:\/\/www.ie.edu\/insights\/wp-json\/wp\/v2\/subjects?post=865180"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}