How many of you have ever ‘bought’ a salesman? How many of you want to pay for the salesman as part of your purchase? I have recently become quite unpopular regarding my approach to ‘selling’ and ‘salesmen’.
The internet has changed the world. We may not agree on if the change was for the better or for the worse but we all agree that the world is not the same place as it was before the internet age of knowledge. Information has become available to ANY person with an internet connection and the will to do a little research.
30 years ago if a person in America wanted to buy a car they found information about the car through someone who already had one or through a local salesman. We had to drive from dealership to dealership mentally comparing what one salesman told us against what another salesman told us. Those days are OVER. (Thankfully) Now we simply get online search every possible configuration of the car and walk into the dealership knowing more than some of the salesmen know.
Times have changed. The salesman is now simply the gatekeeper that introduces the customer to ‘access of knowledge’ channel. The customer does NOT want to pay for the salesman. (Nor have they ever) Customers paid for salesmen in the past because they had no choice. My market research within my industry recently has helped me understand how the customer really feels but sometimes will not tell us simply out of respect. Customers want to buy a quality product and the service to support that product and VERY little else.
Contrary to popular opinion, the customer does not want to buy your lunch, or support your family, or pay the salary of your salesmen, or pay your rising health insurance costs. At the end of the day customers want their money to go towards a quality product and service support.
The sooner we realize this global shift in customer opinion and embrace the change the better off the entire world will be. We need to focus more on directing the customer to the correct portal of knowledge and less on planning a way to prop up a crumbling (and outdated) system.
Think on these things. When was the last time you bought a product and wanted to buy the ‘salesman’ too??
Sometimes we overcomplicate simple things. Your thoughts??
kml
2009