That sales process is the series of phases that the client goes through the purchase decision, according to Philipp Kotler. In this article we analyze each phase so you can get the most out of it when managing your e-commerce.
As with other blog content, we will share Selling techniques in e-commerce. On the one hand, this helps you to understand the behavior of your customers. On the other hand, it is helpful to identify which points need improvement.
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What is the sales process?
The sales process consists of a number of Phases that the customer goes through before making a purchase of the product or service.
It’s a concept by Philip Kotler, one of the most important business gurus in the world and is considered the “father of marketing”. In one of his publications, Kotler defined the three phases that correspond to the sales process: Pre-sale, sale, post-sale.
The analysis of this circuit is used for this understand which measures are most sensible to implement in every moment.
Phase 1: Presale
Here the focus must be on the stages of prospecting and qualification. This is the moment when you do the analysis and planning that will help you in the next stages.
The pre-sale is the phase for identify and qualify potential customers. In other words, build your consumer’s profile, get as much information as possible about their behavior and brand and reach out to them.
There are different ways of prospecting. In the traditional world, this would be the vendor going door to door or attending trade shows on a particular topic. Telemarketing is also a prospecting tool.
Of course, when selling online in an e-commerce, these strategies become obsolete. Except in special cases where your target audience is not used to using computers, tablets or smartphones, The Internet is the most important way to attract new customers.
There are countless techniques to do this. These prospects are on social media every day, doing Google searches and reading emails. Hence it is necessary design marketing strategies Go looking for them and convince them that your product or service is what they are looking for.
Stage 2: Sale
this is that We have to divide the sales process phase into 5 parts fully understand: preparation, approach, presentation and demonstration, overcoming objections and conclusion. Let’s see what each one is about.
At this stage we try to understand the right time to approach the customerto recognize their needs. In the world of e-commerce, we can think of retargeting as a good strategy to identify those needs and impulses at the precise moment they occur.
This is perhaps the most delicate moment of the whole process. It’s time to Grab the consumer’s attention so they understand your message.
When selling in person, it’s time to ask questions, listen to the customer, and start showcasing your product. When selling online, you need to consider the channel and language through which the message will be communicated. We will talk about these topics in the next articles.
3. Presentation and demonstration
After getting the customer’s attention, it’s time present the product to you. That is, describe the main features, advantages and benefits.
In an e-commerce, this phase is mainly developed on the product page. Remember that a customer buying online cannot touch or try the products, so it is very important that things are clear and detailed.
Titles and descriptions must be clear and factual, product photos must be quality and show them from different angles to arouse interest and drive desire. And in order for the customer to complete the purchase, it is crucial that the website has clear and visible calls to action.
4. Overcoming objections
At all sales process It is common for the customer to raise objections and obstacles to not complete the purchase. There can be many reasons for this: insecurity, distrust, preference for other brands or lack of money at the moment.
In order not to lose the purchase, the Seller must have argumentsclarify any doubts of the customer and in some cases offer facilitations such as discounts or payment options.
in one online shop This task is performed by fast and trained customer service, which offers help via various channels such as chat, email and telephone.
Sites such as “Frequently Asked Questions” or “How to buy” help customer service. Another good strategy is to win back customers who entered the site, viewed a product and abandoned the purchase by offering a discount coupon or new payment methods.
The decisive moment arrives: the closing of the deal, the moment for the transaction. Here there can be no obstacle for the customer, because if he encounters any difficulties, he can cancel the purchase.
Because of this, your checkout page needs to be simple and objective, with clear calls-to-action that push the user to complete the purchase, and have facilitating payment methods. At this point it is necessary give the customer a lot of security and credibility.
Phase 3: Post-Sale
Fine! The customer has already made the purchase, paid for the product and you have mailed the order. But it’s not all over here… Now it’s time to continue working customer loyalty to buy again in your store.
According to Kotler, this is the stage of support and care. One of the ways to support your customer is to send them an email asking if they are satisfied with the product, if the order arrived in good condition and ask them to use the service of the company to evaluate. You can also offer a discount for the next purchase.
It is important at this time be available to provide technical support, clarify any doubts about the product and modify the product if necessary. This way the customer will be satisfied, possibly buy again from your store and recommend it to their friends.
We hope this information is very useful for you to further improve the shopping experience you offer through your e-commerce. Improving the sales process has a huge impact on your online store.
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