I am currently wanting to purchase an item. I have been waiting for several days for a personal response from the salesperson. I have visited the company’s website, but all it does is inform me of how great they are. The “Contact Us” page only directs me to call the salesperson. The communication from the company consists of boring emails that inform me of how busy they are and that they will respond to me tomorrow. They think they are connecting because they responded via email, but the fact is they missed my buying signals and lost a sale.
Just a few years ago this was how sales were conducted for the most part. Customers depended heavily on a telephone and a ready salesperson. Today this is not the case. The salesperson’s role has changed dramatically and in many cases is irrelevant because the internet has created new buying signals that are digital and not based on a salesperson reading body language and closing the sale.
Today’s buyers are selfish. They want attention when they want it. They buy only when they are ready and they expect you to be ready when they are ready. If not, they simply go somewhere else. They are not thinking about you, they are thinking about themselves.
Five months ago one of our clients conducted business from 9 to 5 and was continually bombarded by frustrated customers who felt they were not heard. Today our client does business 24/7 and has customers who rave about their response. Our client has leveraged the Internet to identify, understand, evaluate, and serve the customer when the customer wants to be noticed. This is what is called a digital buying signal and it has replaced body language. Welcome to the new economy!
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