Sales Still Demands the Personal Touch
By Michael McCartan Managing Director Europe, the Middle East, and Africa, Duetto | July 21, 2013
During the last decade selling has changed dramatically and this has been a result of the way social interaction has been altered with the advancement in communications technologies in the age of internet.
Our yearning for more information and quicker interactions, fueled by our thirst to reduce costs, has had a profuse impact on what we expect from suppliers and how we secure deals. The development in conferencing technologies to replace expensive travel programmes pushed the utilization of email and websites as a way to capture, store and access information. Business travel began to decline, hitting the core of a hotel's corporate business.
With the introduction of new technologies, more and more people started adopting them for personal consumption– first for the wealth of information that was being generated, second by the opportunity to access a broader choice of options, and third to purchase products at significantly cheaper prices from new businesses that had found a way to work smarter and faster more cheaply.
Everyday items had their prices slashed; businesses no longer had the expense of huge shop fronts or the need to be located near the highest footfall. As a result their outgoings significantly decreased, profit margins increased and their chance to access a wider global market became instantly apparent.
We stopped buying by phone, submitting orders by fax or arranging long-drawn out meetings to secure a deal. Instead Online Shopping Carts made purchases immediate and emails were used to thrash-out contracts. This removed all necessity to interact personally between supplier and buyer. Many businesses made customer service near impossible to access, you were lucky to have an email or comment page on the website in order to complain or negotiate.
Intermediaries Took Control