We learn a timely lesson on how to make retail sales.
It’s so easy to forget, in this ecommerce world – that sales go to real people. When people go online and fish out their credit card – we are dealing with the same influences as if that person was sitting in front of us. In fact less so – because they are not sitting in front of us. And that process is more difficult because of that.
The eCommerce Show just a week or so ago in London – and this is similar to all of the others across Europe and USA – has increasingly forgotten that the “sales process” is not about fulfilment, as important as this is. It is about the man relationship, or the semblance of this – during the virtual ordering process.
One of the key reasons why so many eCommerce companies bite the dust and do not have a long life expectancy, is their failure to get alongside their customers, face to face, and do this repeatedly, so that they both build up a relationship, but they also get a sale.
How do we know this?
We spent a day last Saturday signing copies of our own new Book, that was published by Austin Macauley and earlier launched at the London BookFair. We travelled to a lovely market town in Wales, the shop owners gave customers small glasses of mulled heated wine, and we did our magic engaging with customers. We sold ten times more books in one day than the average daily turnover.
The moral of this little story is; get your “good customer sales process” right – and you keep your customer for the long term. Hide behind your digital process – and the customer will not come at all.