Everyone knows how nice it is to do business with a GOOD sales person. The sales person treats you personally and is truly interested in your needs. The sales person asks just the right questions and guides you to exactly the right product or service options.
When you trust the sales person, you dare to make the purchasing decision right there in the moment without first checking all of the millions of other options from your mobile. With a good sales person, you make the right decisions even though you’re not an expert in that field and have not been browsing the subject online for hours.
How about in online sales?
In webshops, everything typically starts with an open search bar or by filtering categories or features. However, before you can actually start using these common webshop elements, you have to already know what features and even manufacturers and models you are looking for! So unless you already know what you really need, it’s impossible to make the purchasing decision. The next place you usually find yourself in is some sort of a dodgy forum or product comparison site.
Imagine that you are online, looking for suitable fishing gear for an upcoming trip to that beautiful lake away from the city. You don’t have the time or interest in starting to visit fishing gear vendors all over the city, so you decide to buy it all online. You have to buy a new reel for your favorite rod and the webshop asks you to choose the number of bearings. Would you like to have four or six bearings? How should you know what the difference is? Well, the truth is you shouldn’t. This is the vendor’s job, and at the moment most webshops are neglecting their duties drastically.
What if you could choose the right fishing gear based on your needs also in webshops?
What size fish you are trying to catch? On a lake or at an ocean? Spin fishing or trolling? Fly or lure? These are the questions that you can answer. At least some of them! When you start the online sales process from the customers' needs' point of view, instead of concentrating solely on feature mumbo jumbo, anyone can make the right purchasing decision at once. Plus, the whole purchasing experience is much nicer and closer to the F2F experience.
Fiskars has gamified the selection process of their axes
Fiskars is a leading global supplier of branded consumer products for the home, garden, and outdoors. The company has already started to use the previously mentioned customer need based way of selling with its Axe selector. This makes the selection process easy and fun, even for the buyers who don’t really know anything about axes except for the fact that such a tool might be needed. By offering this kind of help in their website, Fiskars is engaging the visitors to stay in their site much longer and even make them share the results in social media.
How to build a good product selector?
1. Choose only one product category
2. Create a list of solid questions to identify your customer’s needs
- Ask from your best sales people what they ask when talking to customers F2F
- Think like customers, keep it as understandable as possible
- Keep it short, max. 5-8 questions
3. Combine the ideal target groups with your products and automate, if possible
4. Make it visually appealing!
5. Embed the selector so that it can actually be found from your website
6. Market and cross promote the selector in all of the channels that you use
7. Collect big data at the same time and adjust your business accordingly
+ Bonus: Receive happy feedback from your customers and see your online sales numbers peak :)
Dowload a free handbook on how to create an attractive quiz that generates leads and increases sales!
Tuomas Haapsaari, Chief Marketing Officer, ZEF