With our Secret Shopping program, we often work with clients who experience the same anxiety.
One particular client in Europe was very set on meeting with their buyers in person. When we Secret Shopped them, as expected, their sales rep drove across the country, sat down with us for a 1 hour coffee, and then drove all the way back.
Unfortunately, we never received a proposal.
We immediately recommended to change their buying process partly to online for certain types of customers. It would raise their profitability, their customers would be happier and with the right person, processes, and technologies, that customer-first part of their DNA could be conveyed online today.
Research shows (McKinsey & Company) that buyers are not at all likely to miss the in-person interactions with sales reps. In fact, 96% are happy to make online purchases through a completely digital buying journey!
What can we learn from this?
Start from the outside-in. Ask your buyers #inthemoment of purchasing: “Would you buy from me or not? And why?”
Something to consider for your New Year’s resolutions. See you in 2021!