Internet Research & the Sales Floor
Is One Killing the Other?
There was an interesting comment on one of our “Talkback” threads which I think is worth calling out. It comes from Adam who writes, apropos of Circuit City’s recent financial:
“The poor service at the store level, created by the retail corporate executives, is what's driving the popularity of Internet based research.”
Now, I love chicken-and-egg arguments so: is it true that Internet research is popular because store associates (for whatever reason) are not helpful? I’m not sure there’s a definitive answer, but I tend to think that if anything, it’s the other way around.
Put simply, the Internet just knows more than a single salesperson. It can organize greater amounts of information and present it quickly. I think there is an inherent level of, if not distrust, than wariness among some consumers when it comes to store associates. Many consumers put their guard up in-store because they know what a salesperson’s job is: to separate you from as much of your money as they possibly can. We can wrap that practice in whatever euphuisms we want, but that’s the truth. There’s absolutely nothing wrong with that either, but consumers, I think, understand the game.
The Internet offers what looks like unbiased advice, the ability to solicit a wider array of opinions (both informed and uniformed) about a product and the tools to quickly compare product specifications. All in a relaxed manor, with no pressure (either real or presumed).
This doesn’t mean that there’s no role for an informed sales floor, if anything the opposite may be true: smarter consumers would presumably be irritated if sales associates knew less about a product than they did. But I think it does mean that no matter how knowledgeable and approachable a sales associate is, the Internet as a research tool is just intrinsically superior.
Dan Lieberman commented:
I am one of (apparently) a select few: a salesperson who uses the
internet as a tool to be a more effective advocate for my
customer's needs and desires. I'm not on commission, so it has
nothing to do with any attempt to "separate you from as much of
your money as they possibly can". I feel genuinely sorry that any
consumer has had to go through the ordeal of being lied to or
(unintentionally) misled by a plethora of bad information
masquerading as fact. It is simple common sense that consumers arm
themselves with the best information they can find, but not
everyone is adept at finding it or has the time or inclination.
There are some of us who actually pride ourselves in being real,
honest-to-god EXPERTS. No apologies, no B.S., just the straight
scoop, continually updated, 'cause that's just how we roll. We have
fun with our clients AND we help them get it right. Sorry your
experience has turned you into such a cynic, but TURN AWAY FROM THE
DARK SIDE, LUKE! and maybe you'll find a pleasant, happy place to
talk to someone who is as passionate about all the new consumer
electronics goodies as you are. Lighten up, dude. Life should be
more fun.
Dan Lieberman commented:
AnferTuto commented:
Hola mardena! falikotrepat
AnferTuto commented:
tom hoerrner commented:
The problem with most sales people is that they dont ask any
questions of the customer - they just spit out facts. Depending on
the customer - what kind of TV programming do you watch, do you
have cable or sat, how big is your room etc. This is sales 101.
Therefore the sales person knows very little about the customer
needs which causes confusion - never good. They are not selling a
solution, since they never identified the need
tom hoerrner commented:
Doug Olenick, TWICE Computer/Web Editor commented:
I don't believe poor store level customer service is driving
Internet research. I will say it's making the sales associates job
tougher then ever. All it takes is one negative in-store experience
and a customer can decide it's easier to shop online. The really
hard part for the sales associate is that it's impossible to tell
what might upset a customer. To much attention, not enough
attention, the person becoming embarrassed when the associate asks
a question the customer cannot answer. All of these can lead to a
rotten sales experience. I personally like to be left alone when
shopping until I have a question and this is what happens in most
CE stores today. It also explains why I hate furniture shopping.
The sales people follow you around the store and I find that
terribly unnerving, but since they are on commission it's necessary
for them. All in all today's retail environment is tougher then
ever before.
Doug Olenick, TWICE Computer/Web Editor commented:
please email customercare@mypressplus.com or call 866-71-PRESS (866-717-7377).