Something I read in this month’s issue of Fast Company resonated with me:
"When employees become sharers of information, instead of sellers of products, customers respond." (Full article: Magic Shop by Alex Frankel)Once a consumer enters the door of a brick and mortar store or navigates to a webpage, they don’t want to be sold to. At that point in the buying process, buyers are looking for one of 2 things: more information or a quick and easy way to execute their purchase.
I shop most often at stores that let me peruse indefinitely, undisturbed… but who also have knowledgeable people available for those times when I have a question. Like IKEA, Barnes & Noble, LL Bean, and most online stores.
<<>>see on the same shelf: Pull and Push Communications: Ranganathan's Laws re-interpreted
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