Secure a Winning Sales Strategy with these CX Tips

by Brian Conley

As the major retail selling season grows near, it will be more important than ever to create a customer experience (CX) that saves the time and seizes the attention of shoppers. 2018 was coined “The Year of Humanity,” which stands true as we continue to see rapid changes in the way businesses interact with customers to help foster authenticity. Identifying the trends specific to you and developing a strong sales strategy to combat them is crucial for sustained success as we transition into 2019.

Some of the retail CX trends we’ve seen this year will change, but a few stand out and may remain prominent as we move past the holiday selling season. During this three-blog series, we will highlight these trends and offer results-driven solutions, better preparing you to deliver undeniable, lasting customer experiences.

The trophy for fasting-evolving trend goes to…

Technology is, and will remain, top-of-mind for years to come when talking about retail CX trends and sales strategy. With connected devices, Chatbots, and artificial intelligence (AI) pushing businesses to rethink and recreate the ways we interact with customers, it’s likely we’ll discover countless solutions to the challenges it proposes. In a recent article from Forbes, Shep Hyken notes, “80% of companies believe they deliver ‘super experiences,’ only 8% of customers agree.” So, which challenges are you facing in this technology-forward environment where perceptions differ? How do you find the strongest solution and use it to find common ground with your customers?

Day-to-day interaction between consumers and businesses is not limited to in-person meetings. Though brick and mortar retail may not be the first stop for consumers in their buying journeys, it is certainly not the last. Advancing technology—smart phones, AI, interactive displays—has made it that much easier for consumers to search for and find the answers they need without sifting through unnecessary information. At each interaction, businesses must be prepared to save the consumer’s time or capture their attention—otherwise, you will lose them. Yes, you have clear in-store displays, a streamlined website built with the customers’ interests first, and a mobile app that can be used by many, so now what?

Make the switch from multi-channel to omnichannel—you won’t be sorry.

Your customers don’t care how many channels you offer. They want to communicate using the channel that is most convenient for them. With each new digital platform that emerges, the door opens for new CX opportunities! The key here is to make sure your stay relevant to your customers’ desires, so your brand will enter the consumers’ minds more frequently. Your message and voice should be clear and concise, regardless of which channel your customer finds you on.

Consistency in your omnichannel process creates consistency and memorability for your customer. And, it is this type of access to your brand that will foster a seamless and unquestionable emotional connection between you and your customer. Moreover, it’s not so much what you say, but how you say it. Perfecting an omnichannel approach allows you to do this by anticipating what needs may arise in the customer’s buying process. According to a recent Harvard Business Review study, “emotionally engaged customers are three times more likely to repurchase.” Show customers that your business solves problems—problems they didn’t even know existed—by using your words to illicit this emotional response.

Exceptional CX is achievable. It may be helpful to revisit your CX sales strategy—see where you excel and see which areas need attention. Learn more about CX trends and see how developing a strong omnichannel strategy will bring you continued success despite copious technological advances. Follow us through this CX blog series as we uncover more tips and tricks.

Want to discuss how MarketSource can help you solve some of your biggest challenges? Contact us today.

 

Topic: Retail

ABOUT THE AUTHOR

Brian Conley has consulted for more than two decades with Fortune 500/1000 companies developing enterprise sales strategies and helping clients navigate the complex retail environment. His expertise in the Consumer Electronics and Tech industries includes value selling, retail strategy and implementation, sales operations, field execution, and process improvement.

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