Salespeople are almost on the brink of an apocalypse that is fast approaching and with the rapid explosion of online marketing, the purchasing behavior of the traditional consumer has changed radically. This thus, renders the presence of salespeople almost obsolete. Can mobile learning help salespeople recover their lost ground? Will it provide customers a better purchasing experience?
Statistics from Invesp say, more than 62 percent of U.S. consumers with Internet access shop online at least once a month and 78 percent of those shoppers don’t check out a product in-store before buying online. (Source: business.com)
Increasing from $231 billion in 2012, online sales are projected to grow steadily to $370 billion in 2017, leaving little doubt that traditional sales teams must do something to adapt.
Why is there a Change in the Buying Behavior of the Customer?
Rapid access to information with the help of better internet connectivity has made the lives of customers easy. Today they are more knowledgeable, expect high quality customer service, and dislike pushy salespeople who tend to push them toward purchasing certain brands. James Reid, head of the SAP customer experience shares 80% of consumers research their market before approaching a company and know exactly what they want from a vendor. Today’s B2B buyers have done more than two-thirds of their decision-making research before they engage with a vendor; 75% start the process with an online search; and 76% leverage their personal and professional networks for guidance and advice. (Source: future-of-sales-is-marketing SCN)
Where Are Salespeople Losing Ground?
The latest report by SAP, entitled “The Future of Sales” states that 88% of the report’s respondents want a more adaptable and responsive approach from the seller and are turned off by ‘old-fashioned, lowest-common-denominator approaches from under-prepared, over-enthusiastic sales people’. This suggests that the attributes that make a good salesperson have fundamentally changed.
Moreover, in today’s scenario, where the customer has access to all the information about a particular product, it becomes difficult for salespeople to establish credibility that they know more than the customer.
There are other areas of concern for the salesperson such as:
- Risk of making wrong decisions or sharing wrong information with the customer
- Knowing exactly what the buyers want
- Overcoming the frustration points of customers and giving them a memorable purchase experience
Get the Tech On: Implement Mobile Learning
Sales is one profession that is often short on time. To groom salespeople, accept the latest challenges of customers and share more insights about avoiding wrong decision-making or sharing wrong information, technology becomes pertinent. This is where mobile learning creeps in.
- Provides Just–in-Time Learning: To seal the deal with a demanding and knowledgeable customer, the sales person needs complete product knowledge at his/her fingertips. He has to face the customer’s volley of questions. Answering all his/her questions not only boosts sales but also increases the confidence of the customer on the salesperson’s expertise and agility.
- Builds Efficiency: With mobile learning, learning can be accessed anywhere, any time. It allows the learner consume small snippets that contain vital information – easy to read and understand, thus making learning fun and more engaging. This learning experience will help them overcome the frustration points of customers and give them a memorable purchase experience.
- Saves Training Costs and Time: As mentioned earlier, sales force always run short of time. Unlike classroom training, mobile learning is not dependent on parameters such as availability of trainers and the entire sales force being at one location at the same time; an impossibility for organizations with a global presence. Above all, in terms of cost, mobile learning is cheaper than traditional classroom training.
The Amazon Machine Learning platform is available for the sales force and the analytics used help salespeople understand the trends in the market. Thus, tech giants are always in the hunt to drive a better sales force solution.
In conclusion, it is true that if organizations don’t adapt to change and implement mobile learning, they will not survive. The market is highly competitive and open and when the majority of your customer base is made up of Millennials, implementing mobile leaning seems a must for the sales force.
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