Channel Surfing for Sales
Identifying buyer communication preferences to speed up sales and provide a positive buying experience.
Recently, our daughter turned 16 and after a month of sharing a car with my wife, we quickly found ourselves in the market for a new vehicle. Here are some of my learnings from the best car buying experience that I’ve had to date. The experience was unique because it was transacted 100% virtually, with a dealership in another state. How the purchase transpired stressed to me the importance of leveraging all communication channels available when selling. It also reminded me that everyone has their own communication preferences so finding out what those are early in the sales process will significantly decrease your time between interactions.
My path to conversion began with a simple online search, leading me to a vehicle in Austin, Texas. From that point on, the entire transaction unfolded over a span of just 7 days, without a single face-to-face interaction. The key to this seamless experience? Mastery in leveraging various digital platforms by the salesperson (James). The bulk of our exchanges and negotiation occurred via text. James skillfully used this medium to send personalized videos of the car, providing a detailed virtual tour that made me feel as though I was there in person. I’m not gonna lie, his cheeky British accent definately aided in closing the deal.
What really stood out for me was his keen understanding of my communication preferences. James initially tried to call but I didn’t answer those calls due to a life of perpetual Zoom meetings. My response pattern was quick texts but no answer to calls or voicemails. This signaled to him that my preferred communication channel was not the phone. Recognizing this, he swiftly adapted, and our entire negotiation played out via texts. This adaptability was not just considerate; it was strategic and ultimately led to his closing of the deal.
As a busy professional, a barrage of calls during work hours would have been more of a nuisance than helpful. Texting offered the perfect solution – I could respond at my convenience, and it gave me time to research and thoughtfully consider each step of the negotiation. As the sale progressed, additional channels were required like email to send documentation and calls with their finance team to exchange banking information. At that point though, I was already emotionally invested in the purchase which led to my increased response time across all channels.
This experience highlighted an important lesson for all sellers, adaptability in communication is crucial to your success.
Recognizing this and adjusting to a prospect’s preferred communication method and style will ensure a smooth, effective and timely sales process.
Here are a few ways to think about the use of different communication tools that are at your disposal. Used correctly, the sales experience will be more enjoyable for your buyer and you’ll speed up the time to close.
When first engaging a prospective buyer, I’d recommend directly asking them what their preferred method of communication is. Whether it be phone calls, text messaging, email, or social channels. Respecting their preference not only builds rapport but also ensures that your messages are received and responded to promptly.
Text Messaging for Quick Responses: Use texts for brief, timely updates or quick check-ins. Texts are often read and responded to faster than emails, making them ideal for accelerating the back-and-forth communication in the sales process.
Email for Detailed Information: For sending comprehensive proposals, detailed explanations, or attachments, use email. It's the ideal tool for conveying complex information that the buyer can review at their leisure. To speed up the process, prompt them via text or a quick call to check their email for important information.
Social Channels for Additional Touchpoints: Platforms like LinkedIn can be used for soft touches. Share relevant content, comment on their posts, or send brief messages to advance the conversation while keeping you and your company top of mind.
With a multitude of communication channels available today, it's essential to understand that not everyone wants to be reached out to in the same way. Recognizing this and adjusting to a prospect’s preferred communication method and style will ensure a smooth, effective and timely sales process.