“Since selling as a form of art is really about how good you are at having a dialogue, the secret to its success lies in being able to listen, not talking, and asking instead of telling. If we agree on this, let's take a look at what is happening in e-commerce nowadays.”
From the first civilizations selling was a form of a game. And as any game it had its field of play, players, rules and stakes. The game of trade was a play of interests - a ritual exchange and co-creation of values. A social project and a very personal and emotional one.
Actually, if we look at the Eastern Bazaar we can still see the real selling game - what it used to be, how both sellers and buyers get emotional, scream at each other turning red, yet respecting the boundaries, bargaining till the very last penny, and then - having agreed on the deal - enjoy a cup of tea full of satisfaction, pleasure and joy.
Last year we registered the highest annual ecommerce growth all over the world. But as selling is moving more and more online, there is less fun and playing. Selling art has come down to traction, clicks, conversions, retention etc. And what about the emotional part? It simply gradually vanishes.
Since selling as a form of art is really about how good you are at having a dialogue, the secret to its success lies in being able to listen, not talking, and asking instead of telling. If we agree on this, let's take a look at what is happening in e-commerce nowadays.
Сlick-click-click, delivered. And where is the dialogue? All marketers are talking about hyper personalization, customers expecting a personal approach. Even more, one of the recent Deloitte studies has shown that consumers expect brands to communicate with them as friends. What does it all say to us? People are missing the human dialogue in the selling process.
“… sticking the name of the person in the email and then suggesting to them a list of products based on their web search history is not personalization. Personal is when you let Mr. John Smith ask a question about what he really is interested in at the moment. There is no way an algorithm can calculate it.”
And what do businesses, even the most successful and advanced, do online? How do they tackle this demand for a hyper personalized approach? They buy tons of big data, analyze behavioral algorithms, build forecasts based not on genuine shopper insights, but just qualitative data, dehumanized and impersonal. As a result Mr. John Smith from Arizona receives tons of pseudo personalized emails and messages, which become less and less efficient. Why? Because sticking the name of the person in the email and then suggesting them a list of products based on their web search history is not personalization. Personal is when you let Mr. John Smith ask a question about what he really is interested in at the moment. There is no way an algorithm can calculate it. Yes, you may know when he runs out of toilet paper or needs a new shampoo, and that he plans a trip to Hawaii next week, but this doesn't mean that you know what his real interest, intention or desire is. No computer knows it. Only Mr. John Smith himself. And the only way for you to learn about his real interests and desires is to let him speak and be heard, when he needs it, not when you as a business think it is a good time for him.
So we at eyezon believe that it's high time to return the game and storytelling back into the selling business. Even when it is done online. The platform doesn't matter, customers need to have a live dialogue with those who sell, offline or online - it's really all the same now. Otherwise there is no game, no emotions, no thrill. With on-demand one-on-one live streaming we empower customers to have their say and voice in the selling game. They want to say "I don't like it! The color sucks, do you have something brighter?" or share the thrill of excitement when seeing a new update of their favorite product in action. They want it in the form of a genuine real dialogue - not with a chat bot, but a real person. But the dialogue can't be one-sided. Retailers need to receive live feedback to come up with really powerful new ideas of growing and developing their businesses. And for this they need pure and genuine insights. The ones you can't get from big data, as it is not really about what customers do, but what they feel, think and want right at the moment of making a purchase. All these things you can learn from a dialogue, not the clicking behavior.
To make selling beautifully playful again eyezon analytical department researches live streams for clients from different categories and delivers eye-opening insights on their customers and sellers, what really works, how real people react to different phrases, offers, what they want to talk about, what really makes the selling happen. With this information eyezon empowers businesses to improve their sales scripts, services they provide, and on the other hand give a chance to customers to say what they really want and to experience that wonderful joy and thrill from buying that we all are looking for.