From Mike Blake of The Mike Blake Group
I think we can all agree that the use of the Internet to access information has not only changed how we acquire and consume products, but also changed the way we conduct our daily lives.
A traditional “view of economic behavior is that the two most important activities are producing and consuming.” However today, a new economic behavior of connecting to people, creating and distributing information has emerged. I characterize access to information, interacting with others and distribution of information as the “connectivity age”.
Today, how consumers use information and multiple forms of communication to express themselves is a driving force behind changes in consumer buying behavior. The question is how do we adapt to the challenges of marketing and selling homes in this new age of connectivity?
First we must understand that the connectivity age has gained momentum with the proliferate use of smart devices. According to most technology experts, the use of connected devices like desktop computers will become obsolete in the next 10 years. Handheld smart devices are redefining business to consumer sales and in fact destroyed some aspects of traditional selling. Consumers are using access to volumes of information found on the Internet to collect information, conduct research, compare options, refine a solution and in some cases bypass salespeople all together.
In fact, historic access to information has created an “information equilibrium” not previously seen before in history! When buyers and sellers have equal access to information the dynamics of the sales processes changes.
In more complex sales environments such as home sales, equal access to information creates a sales environment which requires a more sophisticated set of selling and marketing skills to engage and influence buyer decision-making.
Equal access to information changed the home sales environment in three significant areas.
- Buyers can wait until they are further down the buying cycle before making contact with a builder representative.
- The sales cycle has become longer.
- On site salespeople are at a significant disadvantage when prospects do finally connect with a builder representative.
A key aspect to thrive in this new environment is finding ways to reach, connect and dialogue with potential customers earlier in the buying cycle. This process is best achieved through the Internet. Companies that understand this challenge and develop activities to reach these prospects will thrive in our new “connectivity age”.
Mike Blake
The Mike Blake Group
“Inspiring Top Performers”
mikeblake@ultimatesalesdriver.com
To help you better navigate your way through the “connectivity age” be sure to contact The BDX at info@thebdx.com
Come hear Mike Blake and BDX’s Chad Bria speak at the SEBC show in July when they present: “Buyers Vs. Sellers – Are You Ready?”. Click here for details: http://www.sebcshow.com