Sales and the Experience Economy (in your Sales Center

Sales and the Experience Economy (In your Call-Center)

By Dan Thompson | PlusOne Company | www.plusonecompany.com | (801) 698-3633 | [email protected]

What is the “Experience Economy”?  What are “Digital Transformations”? And how does Sales tie in, or does it?  These are questions being asked in the Direct to Consumer space right now. The truth is we are in a time when disruptive technologies are being spun at a rate that it’s impossible to keep up and it’s hard to know where to start.  So, let’s start off with understanding and Identifying what the “Experience Economy” is. The Harvard Business Review suggests “experiences have emerged as the next step in what we call the progression of economic value” and that “an experience occurs when a company intentionally uses services as the stage, and goods as props, to engage individual customers in a way that creates a Memorable Event.”  While the piece is 20 years old, it is still highly relevant today.

So, what are Digital Transformations?  Digital Transformation is not a new term but has recently become a buzz work in any industry that relies on Customers to become raving fans of their product.  Digital Transformations have to take place inside your business first in order to create new or modify existing business processes and culture. This is essential as the first step in order to create new and engaging Customer Experiences.  Digital Transformations require a Marketer to use new, fast and always changing digital technology to solve problems, both internally and externally to solve customer challenges and create the Human Touch necessary to gain a Raving Fan of your product 

You can now see why Apple Watch? and Nike+ connects its products or Rebok and John Wall partnered or why your favorite actor from the ’80s and a babyboomer product are on Television. Combining these experiences creates an economy of trust, value, and confidence.

What role do Sales play in this customer-centric, digital-driven, experience economy?  Whether your Sales Funnel starts with an infomercial, radio ad, Web Chat, Landing Page, Social Media, or text messages, it is the starting point at which your customer is introduced to your Product or Service.  At this point, your Sales Team has to Know More, Care More, and therefore you can Sell More at the exact moment your customer is engaged.

Know More - Understand the science of what is motivating the customer to call, chat, click, or text. What is the desired result; and what needs to be done to increase the rate at which results are achieved? There is a process to uncover, articulate and communicate. You must maintain the value proposition of a product or brand. Knowing and understanding the work that is put into acquiring each customer is important. Your sales center needs to subordinate its systems (Experience Economy) and processes to maximize the value of each customer to the client; as well as the value that the marketer provides for each customer.

Care More - Once you understand how to convert calls to sales, you have to maintain the ideal that "Customer Care" is achieved through "Conversion Care". You have to utilize real-time measurements to ensure your sales agents are in sync with the customers. Tracking the results of each Memorable Event is a direct reflection on the ability to achieve the goals as sales agents, management, and the marketer. The passion for personal results (Sales agents and Management) should drive your sales center to pursue excellence at each Memorable Event. The management methods should be designed to tie those two things together in a symbiotic loop. Developing happy agents leads to satisfied customers and happier marketers. This is the real measure of a successful sales desk.

Sell More - You can sell more by valuing each opportunity and each customer. We know that "Sales" is really the ability to give someone confidence that a decision they already made was/is the right decision. The opportunity for the sales agents is to create confidence in the marketer's products, to build the perceived value of the marketer’s brand and create a lifelong advocate. Creating raving fans can only be achieved through truly understanding VALUE; the value proposition of the product and the value of each customer.

Sales come from many channels these days and gone (almost) are the days where a customer picks up a phone to purchase a good or service.  Technology has made it easier than ever to get online, compare prices, see ratings, read testimonials, and then click and buy. Digital Transformations are making it possible to be everywhere your customers are and at the very time, your customers are there.  This tailored Experience Economy is providing the trust and confidence necessary to gain the attention of your customers at the very time they are making a decision. The Human Touch is more important now than any other time in history to create Memorable Events.  Although it’s easier than ever for a consumer to click, and buy, consumers are desperate for an experience that transcends perceived reality into a space where they become the early adopters and create the ground floor raving fan base for your products or services. This is the moment where they either decide or not to become a loyal customer for life. This Experience Economy is what will take your business from Good to Great.   

Your Sales Center will either help launch your brand into greatness or kill it on arrival.  PlusOne Company has turned ideas, start-ups, and existing brands into the envy of every marketer trying to create a hit.  We Know More, We Care More, and We Sell More. Trust your brand, customers, and future to the Greatest Sales People in the World!

Thanks for reading.

Website: www.PlusOneCompany.com, Phone: (801) 698-3633 | E-Mail: [email protected]