Home

Internet Selling

How salespeople can use the net

Sales/Advertising Approaches

Why consumers buy online

Why consumers don’t buy online

Types of online shoppers

Characteristics of
successful web sites

Best Practices

 

 

How Salespeople can Use the Net

E-Commerce

Buy/sell/trade - goods/services/information

Brand presence in a new informational forum

People look for information about companies and products online

What would you think of a brand that does not have a website?

New channel for relationship building

Creating new channels

Building efficiencies and productivity into existing ones.

Improving customer service through direct communication

Immediate global outreach

Internet is a "Global Village"

Source of competitive intelligence

Recruiting

Sales/Prospect Tracking

Call Tracking

SALES/ADVERTISING APPROACHES:

- Banners, pop-ups, pop-unders etc

- Skyscrapers

- Co-registration, opt in and opt out.

- Email

- SEO

- Pay per click ( demo).

_Linked -In

Greater availability of information

Lower prices

Ease of Comparison à Transparency

More convenient

No geographical limitations

No time limitations

More choice/variety

More fun than traditional shopping

Interaction with other buyers

Contribution to the buying experience

No salesperson to hassle you

Privacy

Bringing the customer to your website is only a part of the process. You also need to convert visits into purchases.

Research indicates that 66% of shoppers abandon their shopping carts without finalizing the purchase!

That is equivalent to two out of three shoppers going to a store (e.g. Meijer), cruising aisles, reading labels, placing choices in shopping carts, and leaving before going through checkout.

Uncomfortable sending credit card info across Net

Privacy concerns

Can’t find information on which product suited to needs

Can’t get enough product information to make decision

Prefer to see product before purchased

Can’t talk to a sales representative

Can’t talk to other buyers of product about their views

Process takes too long or is too confusing

Have to download special software

Web site is hard to navigate through

Potential problems with returns

Putting your credit card information to a website is no riskier than giving it over the phone or handing it to the waiter in a restaurant!!

Product variety and availability

Prompt / Accurate product delivery

Favorable return policy

Secure transaction

Good privacy policy

Easy of navigating site

Offers a good value

New-to-Net Shopper

Simple interface, easy check-out, product pictures, lots of validation

Reluctant Shopper

Clearly stated security and privacy policies, immediate customer service.

Bargain Shopper

Good values, specials, visible sales offers

Enthusiast Shopper

Engaging tools, personal recommendations, interaction with other consumers

Surgical Shopper

Product reviews, consumer opinions, knowledgeable customer service

Power Shopper

Excellent navigation, speed, good information

Source: E-Commerce Times [http://www.ecommercetimes.com/]

Content

Context

Community

Customization

Commerce

Connectivity

Customer Service

Competition

Value-in-exchange

This is the value that the customer perceives to receive

Not limited to product selection and price, but also includes product information, delivery, service, etc.

Many of the traditional marketing concepts apply in an online environment as well. In fact, they are even more important!

Defines the experience of the customer
on the website.

Quality and quantity of information

Ease of navigation

Powerful and accurate search

Freshness of content

Speed

Best Practice:
Google [http://www.google.com/]

Allow users to view what they want

Enables better match to their interests

Prevents repetitive actions

The more the user contributes, the more value he/she gets

Allows you get to know your customer better

Best Practice
My Yahoo! – [http://my.yahoo.com/]

How do you attract new users?

If they can’t find you, they can’t buy from you. Make sure you are visible out there!

Use affiliate programs

Participate in link/banner exchanges

Get listed on search engines/directories (meta tags)

Utilize e-mail effectively (NOT by spamming)

Don’t forget traditional promotion/advertising!

How do you get existing users to come back?

Build loyalty schemes

Use customization to your advantage

Best Practice
Barnes and Noble [http://www.barnesandnoble.com/]

Permission Marketing

77% of users consider it a breach of privacy when they receive an unsolicited e-mail from a company they do not know. 42% still consider it a breach of privacy even if they know the company.¹ 48% said it damaged their impression of the company!

Use opt-in: Make sure you ask for permission before you send the e-mail.

Make sure your messages are interesting and provide value.

Today’s technology allows e-mail personalization and response tracking. Segment your customers, and target your messages.

Viral Marketing

Create word of mouth advertising

Promote and track e-mail pass along
("e-mail this story to a friend" feature)

Promote referrals through competitions, sweepstakes

1 Source: eMarketer

Switching costs are extremely low on the Internet.

Internet also makes competition global.

You are only good to the extent that you are better than your competitor.

Always monitor what your competitors are up to.

News, press releases

Patents

Web site changes

Promotional campaigns

Partnerships

Useful Resource:
CI Seek [http://www.ciseek.com/]

 IN- Class assignment:

Choose one of the 8 "C's" and describe how a favorite web site of yours could be improved through better application of one of the 8 "C's".

Content – choice of books, discounts on best sellers, book reviews, etc.

Context – fast, easy to navigate, no big graphics

Community – customer reviews, chat sessions, purchase circles, "Customers who bought this book also bought…"

Customization – "your store", personal recommendations, wish list, reminders

Commerce – safe shopping guarantee, privacy policy, 1-click settings

Connectivity – associate program, refer-a-friend, search engines

Customer Service – Help desk, e-mail, and phone.

Competition – best of the bunch!

[http://www.amazon.com/]

CORE CONCEPTS.

- Internet use by Salespeople

- The 8 "C;s"

- Do's and Don'ts of keeping customers online

- Advertising approaches