Uh-oh . . . That Customer 2.0 has had it with outdated sales tactics, and just isn't going to take it anymore.
This independent, busy, distracted, and opinionated buyer has something to say and it's time for salespeople to listen, understand, and know how and why they make decisions.
The best way to understand how this customer has changed is to think of the past and how responsive they were to your sales efforts. A quick comparison includes:
Then: They were slow, dependable, and patient. They had survived many economic recessions and always knew things would eventually get back to normal.
- They wanted lots of information and data and took the time to actually read it.
- They were loyal, predictable, and patient enough to sit through long PowerPoint presentations.
- They worked their standard hours and always answered their phones or called you back after you left a message.
- They took risks on unknown companies with unknown products because they wanted the chance to get famous for trying something and thinking differently.
Now: Today's customer is skittish, independent, impatient, and they are crazy busy with low attention spans. They want you to listen to their needs and position your product based on their agenda and not your end of month agenda. And watch out - they're not monogamous!
- They want bite-sized pieces of data they can easily digest. They prefer to self-educate and will learn more about your solution than you care to know.
- They want more purchasing choices and are thrilled when they find multiple channels of purchase and distribution.
- They will come to you when they are ready, and only after they've tapped into their social networks and listened to what their peers have to say
- They are cautious investors who want a big and long-term return on their investment.
- They want you to trust their own rhythm and trust their purchase decisions will be based on key trigger events and not your end of the month incentives.
Want to learn more? Sign up for my Customer 2.0 webinar for The Customer Collective @ 1pm EST on Sept. 14 as I share the realities of today's customers and why they're mad as hell.
Josiane Feigon is author of Smart Selling on the Phone and Online