We live in an era in which the mantra is often “easy is best” – and technology has clearly risen to meet this demand. Where individuals previously had to travel to a brick-and-mortar store to shop, they can now buy the same goods online and have them shipped directly to their front door. And where salespeople once had to knock on front doors or make cold calls, they now can find out a wealth of information about their prospects from a quick Internet search and meet them where they are – virtually.
No doubt this level of convenience has benefitted businesses in many ways. Efficiency is one aspect and so is flexibility for the modern buyer who would rather not interact with another human being throughout the sales cycle. However, this removal of interpersonal interaction does not always net us more sales or deeper customer relationships – instead it often weakens our bottom line.
So let’s be honest. Today’s customer has changed. About 80 percent of customers do research online before buying; on average, prospects research three different competitors. Customers are looking for an immediate response to their needs, and they’re savvy enough to recognize marketing automation and non-personalized robotic service when they encounter it. They also spend minimal time on your website and will move on quickly if they can’t find the information they want.
Humanizing the digital landscape
Here’s one factor that can provide over ten times higher lead conversions: positive first impressions from knowledgeable sales staff. Yet current Web technology too often dehumanizes the relationships between buyers and sellers. Buying and selling has moved from human-driven to data-driven, which can be a dangerous approach for companies that depend upon people to close the deal or service customers.
Some companies try to extend the human touch through social media, yet this model falls short when it comes to enriching online interactions with trusted agents in real time. Not everyone is on Facebook, and many prefer not to use it for business. LinkedIn offers a professional environment but doesn’t work well for first-time customer engagements because a connection is required prior to interaction. In addition, there’s no way to be sure you’ve found the “right” contact at a company simply from a social networking site.
Many businesses use live chat as an alternate and more effective solution for humanizing online sales. This injects a human element into websites and slightly increases conversions, but buyers are frequently asked for personal contact information without knowing anything about the person on the other end of the chat. Even when chats provide the buyer with useful information, there is little chance of reconnecting with the same agent later if the buyer wants more help moving forward with a purchase.
It’s unfortunate that many businesses have considered these the best options for working with customers. By partnering advanced technology with smart marketing and sales strategies, businesses can open the door to personalized interactions and higher ROI.
Chat and the customer experience
Here’s one trick to humanizing your online sales and marketing: Understand the role your staff plays in differentiating your company from the competition. Capitalize on their unique personalities and skills in the buying process and you’ll build deeper relationships with customers – as in the following practices.
Showcase your best sales agents: Make it easier for buyers to find these “superstars” who can help solve a specific problem or need. Whether it’s a salesperson or product expert, they need to be easily findable through online search and available via live chat when prospects have questions. The sooner they’re involved, the better your overall online presence.
Make buyers comfortable: Instead of forcing customers to do what you want, give them more control over the process. Nurture them and allow them to anonymously select and engage with an agent at their own pace. Every buyer has their own timetable and preference when it comes to engaging sales professionals; respect that and you’ll inspire customer loyalty.
Be personal: Instead of robotic, generic chat scripts, let buyers enjoy connecting with real humans. Have your sales staff share their credentials, personalities and skills to inspire confidence and invite interaction, and make sure your buyers can use that same team member again if they want to. Being able to work with a real, identifiable individual online establishes authenticity and trust.
Offer options: Use a combination of text chat, audio and/or video to allow for real-time, one-to-one communication between buyers and your sales staff. Customers can use the mode of their choice when they have the greatest need for information – and move easily from online data gathering to offline sales engagements.
By amplifying both the personal touch in your interactions and the options available in chat, you can do more than increase ROI – you can build consumer trust and deepen relationships. Putting a human face on your brand will ultimately improve the quality and value of the customer experience and turn prospects into sales.