Ever-evolving technology is rewriting the rules of customer acquisition. Organic, authentic relationships and meaningful marketing efforts are replacing tired and expensive marketing tactics and sales efforts that ultimately fall short. Though a sales team is important for human interaction and sales conversion, customers are using technology to take matters into their own hands, and businesses should be taking notes.
Precision market targeting. Analytics tools and platforms process various data, including customer shopping preferences and behaviors, so ads and sales can be sent directly to relevant consumers. Ads show actual products and services consumers are actively seeking in real time, leading to more organic, impulsive sales.
Self-serve research. It’s estimated about 98 percent of Americans do some form of online research before making a purchase. Technology gives consumers the freedom to shop and compare on their own time, making educated shopping decisions that lead to positive sales on their own.
Social media influence. Social media creators who have a collection of dedicated followers and focus on a targeted niche for products and services can have a heavier influence on buyers than any targeted marketing brand effort will. Social media influences buyer behavior across several industries. A brand can simply catch the attention of a social media influencer and start ‘trending’ in online communities.
However, it’s companies that strive to create meaningful relationships with content creators that can find success. The key lies in selecting social media connections that resonate with brands and company images to maintain authenticity and not make a brand appear performative in its collaboration.
Review platforms. Review platforms — including Yelp and Google — and direct reviews on company sites play a major role in consumer behaviors and purchasing decisions. Technology allows a review to travel much further than a company’s site, which can make a company feel vulnerable when 100 percent satisfaction isn’t guaranteed and negative news spreads much faster than good.
On the flip side, review platforms allow a brand to show their ‘human side’ and make reparations in real time when disgruntled customers speak up. Negative reviews may initially detract from a sale or company’s reputation, but the way a company responds to negative feedback will often have the biggest impact on consumer loyalty and follow-through — and nearly 90 percent of consumers respect a company’s responsive efforts to both good and bad feedback enough to make a purchase because of it.
Digital user experience. With technology making online shopping a breeze (with same-day delivery being an option), the barrier to entry for companies trying to close a sale is practically non-existent. A business that has a convenient online presence will benefit from more sales than a business that relies more on its brick and mortar presence.
Technology doesn’t just create a smoother shopping experience for consumers, it allows businesses to reach out to consumers who abandon shopping carts or click on items online without buying, too.
Technology and the future of sales
Sales will always be an important part of a business’s marketing model, technology simply makes sales more organic and authentic. A sales team that can capitalize on these realities can bring in more sales and create happier customers. ●
Michele Cuthbert is CEO and creator at Baker Creative
