There are two main business models which are available today: the traditional and the modern one. The specialists discuss which one of them will be better in modern realities. Let’s review some key points and compare the traditional business vs the modern one.
1. In the traditional model, the business was responsible for the ideological content of the business, and sales — for the relationship.
This division was convenient for understanding who plays what roles, but it did not provide the full cooperation necessary for the modern consumer.
If before the sales teams took the insignificant part in the development of the advertising message, and marketing did not interact with the end user, today everything is different — the seller should think and act like a marketer. This is an indispensable condition for survival in a business environment controlled by digital technologies.
In a new business model, there cannot be much separation between those who are in charge of communication and those responsible for relations. Marketers should improve the process of forming relations, and sellers should improve in creating and delivering messages.
2. Previously, sellers wanted to make their presentations perfect, because they were the main sales mechanism.
Today, the presentation is perceived rather as a strategy of manipulation, stuffed with psychological and advertising techniques.
A modern seller should train and share their own experience: answer questions, post blog posts, join the discussions in social networks, conduct online and offline seminars.
Today, when potential customers get access to the best information in just one click, presentations alone are not enough. The modern role of the sales specialist is to help potential customers understand what issues they need to consider, and then give answers to them.
Previously, it was enough for the seller to gather information of interest to him, using specialized literature, asking customers about their environment, studying the office of a potential client, etc. Today all this information is on the network, in particular in social networks. Therefore, it is important to learn to listen to signals about the willingness or unwillingness of customers to buy in order to create new opportunities and train potential customers with the necessary nuances of their field of activity.
3. Traditionally, special attention was paid to a potential customer who was most likely to buy a product or service.
Today, sales professionals have to think not only about potential customers but also about larger communities.
4. Previously, the ideal potential buyer was first determined by the marketing department, then researched by marketers and only at the right time presented to sales specialists.
Today it is important to identify and attract ideal potential buyers, without waiting for the actions of the marketing department in this direction. It’s about defining the characteristics of an ideal customer and concentrating forces on creating a community for those who fit the description. For example, you can start by defining the types of clients that you do not want to work with.
5. Previously, the process of creating a reputation and trust relationships was managed by marketers. But the Internet and social networks have given the client more opportunities to share their opinions and learn the views of others.
The problem is that potential customers are actively using the Internet today, they are looking for information about companies and goods there, and they are also interested in specialists who are involved in the sales process. That is why today potential customers can learn about you almost as much as you know about them.
Well, today is the perfect time to choose the right business model for your company. Be virtual, dynamic and advanced.