How to you sell products online ?
Would you like to know How to you sell products online ?
There is a definite difference between marketing and selling. However, the people in these functions need to cooperate so that they take advantage of consumer knowledge. So, before we tackle the question of selling online, let’s look at the differences between the functions of marketing and selling.
Marketing is responsible for identifying:
- Target markets
- Segments within the whole market so that specific campaigns can be developed to reach those people
- The required function of the product (What do people use it for? What is the role of the product in their lives?)
- The buying process starting from the consumers’ awareness of the need for a product; how they search for available solutions; the criteria they use to evaluate potential solutions; how they find out where the selected product is available; and finally, how they complete the purchase.
So, essentially Marketing is responsible for gathering information about the market and analyzing that data together with product performance. They need to be able to:
- Define the Unique Selling Point
- Spell out the Value Proposition, and
- Set up the strategies for the 7Ps. (Product, Price, Place, Promotion, People, Physical and Processes)
One of the responsibilities of Sales is to provide accurate information through their interaction with the market. This is so that the strategies developed by marketing will be based on facts. Sales play an invaluable role as the ‘canaries’ in the market … i.e. the ones who should be sensitive to changes in the environment that are going to impact on the turnover of the product. They need to highlight changes in the consumers buying patterns and the distribution channels’ attitudes and behavior.
When selling, Sales people need to be welcoming and become conscious of the needs of the person / entity with whom they are interacting. To be able to answer questions they need to be aware of how the product works and its key advantages. Importantly they need to be able to read the customer’s needs, attitudes and opinions. This is so that they can emphasize the way in which the product meets their requirements.
The next step is to take the customer to where the product is displayed and prices / promotions are visible. At this point the sales person may need to help the customer decide what to buy. Perhaps point out an available upgrade; suggest additional items which will improve the product use experience; or help them select the exact model and number of items which will satisfy their original need.
Finally, Sales encourages the customer to go to the till and complete the purchase transaction.
Searching the page/catalogue must be simplified. Cut down the search time by ensuring filters are available to respond to the visitor’s requirements. Logically group products together so similar or associated items appear in one place.
Attractive pictures, videos and compelling information should allow exploration of the product features. If you have retail branches where a consumer could see and buy a product make sure you indicate the stock position when they are inquiring where they could go to purchase the product in person. You certainly don’t want to waste a customer’s time and money by sending them to a venue where they cannot see and buy the desired item.
For online purchase make it easy for the visitor to
- Provide their details without worrying about abuse of personal information
- Add products onto the order list
- Consider complementary items (to enhance the order value)
- See the total amount due, including delivery charges
- Safely enter payment details
- Be able to specify delivery addresses.
Give delivery costs and times so that they are not left guessing. Provide reassurance that you will email information to enable them to track the progress from order to arrival at the delivery destination.