If Chicken Little were alive today he wouldn't be running around forewarning us of the sky that was about to fall. He'd be too preoccupied alerting everyone about another potential disaster - which may in the end prove to be just as erroneous as his first prediction. Nevertheless, if the conversations around the office water coolers are any indication, he'd still get the attention of many nervous corporate omni-smarts. So what's the new buzz? Disintermediation!
If you haven't heard the word already, you're going to hear it ad nauseum.
For those unfamiliar with the term; Disintermediation is a groovy way of saying; "Soon there won't be a need for a Middleman." That is to say, thanks to things like the Internet, e-commerce, global attraction and fulfillment, manufacturers will no longer require the services of the "Middleman in the Channels" [resellers] to reach end users or customers.
It would seem today's prognosticating Chicken Littles are quite convinced the death of the middleman is in fact, imminent. But like the chicken that went before them, that doesn't mean they're right!
The incredible rise and untimely fall of many of the mighty dot-com's should serve in no small way to highlight much of what we thought the internet was going to do, it didn't and probably won't. And you don't have to bring up the name, Peter de Jager, to know there is no shortage of red-faced futurists still hiding under rocks looking for ways to get out of town. Fortunes were made and lost especially in high-tech resulting from, let's call it; bad information concerning things like Y2K and the forecasted unavoidable changes to the traditional business landscape, thanks to the Internet.
But to be fair, de Jager wasn't in a bomb shelter when the clock struck twelve, he was in a plane and as far as I know, he never told anyone to stock up on Tang! We can save that discussion for another time as it is ? at the risk of sounding a little ironic ? history.
Nevertheless, the argument regarding whether e-commerce will entrench itself as the 'preferred' way of doing business continues. From my perch, I'll go out on a limb and say, "It won't! At least not totally."
Simply put, there are two fundamental transaction-types that culminate in a sale. One is Tactical and the other is Strategic. Few would argue the implementation of a new IT-network or specialized software requires a strategic approach that can only be satisfied in person employing a B2B strategy. Most sales requiring specializations all but eliminate ? at least for now ? an e-commerce solution.
Tactical sales, however, are entirely different and Amazon.com is a perfect example. For products like books,a bar of soap or an airline ticket, e-commerce has a far better chance of becoming the time and money-saving fulfillment process of choice ? but even that, as we have seen, has no guarantees!
A toy is a toy is a toy. Right? So why did Toys.com go under? Surely their business model personified the quintessential Tactical sale for which e-commerce was designed. It did! Yet it still failed. Why?
Why also do studies conducted by US-based firms like Pittiglio Rabin Todd & McGrath report e-commerce has not ? as of yet - replaced or significantly reduced traditional channel operations to any significant extent?
I personally am reasonably e-savvy but, to date, I have only bought a couple of small items over the net. Not because I haven't tried to buy more.
Giving out my credit card information has never frightened me. My bank assumes all responsibility for purchases by my card should it fall into the wrong hands. [Note: I, like you, pay handsomely for this privilege].
On several occasions I did try to make a small e-purchase. Each went something like this. Step 1: Name / Address / Phone Number / [No problem with that].
Step 2: Date of Birth / [SAY WHAT?] SIN Number / [NOT A CHANCE!]
The fact is; I, like most people, will, not - under any circumstances - give out sensitive, personal information over a faceless Internet regardless of how secure the connection is. And therein lies one of the major stumbling blocks for even the simplest e-purchase. Misuse my credit card; I am inconvenienced. Misuse my personal information; I am potentially devastated for life. A few bars of soap or a new toner cartridge for my printer are in the end, not worth the risk.
What about larger purchases? Not too long ago, the Auto Industry was bracing for what it thought would be a groundbreaking way to sell cars ? over the Net. After all, it did meet the Tactical Sale Model e-commerce was designed to satisfy. And when that didn't happen, they were quick to ameliorate their expectations by saying; customers will purchase cars in three steps. First: They will shop the net for exactly the car they want. Second: They will physically test drive one. Finally: They will again shop the net for the very best price and purchase. ? So how come so few buyers have done this?
There is an obvious [predictable] answer and it isn't so difficult to understand.
Educated sales-specialists know there is an Art and a Science to selling. Both the Art and the Science are time-tested and proven and are well rooted in things like Psychology, Human Behavior and Motivation. E-commerce, although quick to offer a potentially new and better way to buy, has fallen miserably short in its ability to offer the human factor still expressly integral in allowing traditionalists to make the leap of faith from the real world to the e-world. In the end, it doesn't matter whether it's a computer part, a bar of soap or a new car. A better strategy is still needed to achieve synchronicity between the two buying-models thereby bringing credibility or a speedy end to the argument about Disintermediation.
"Is Disintermediation real? Or is it a Myth?
For the answers to this and strategies you can use [already embraced by successful e-managed companies], go to >www.success150.com/theanswer< home of the 'Pragmatic Persuasionist' Paul Shearstone.
About The Author
Paul Shearstone aka The 'Pragmatic Persuasionist' is one of North America's foremost experts on Sales and Persuasion. An International Keynote Speaker, Author, Writer, Motivation / Time & Stress Management Specialist, Paul enlightens and challenges audiences as he informs, motivates and entertains. To comment on this article or to book the Pragmatic Persuasionist for your next successful event we invite to contact Paul Shearstone directly @ 416-728-5556 or 1-866-855-4590
www.success150.com or paul@success150.com.
Why do we get into sales? Typically it is two... Read More
The other night I was watching a classic western from... Read More
The headline that appears over the salutation in a fundraising... Read More
As a business owner, I receive my share of sales... Read More
It is a basic tenet of behavioral psychology that people... Read More
Whether you're a conventional sales person, a professional ? such... Read More
JOHN DI LEMME on "I Am A Habit"H-A-B-I-T...When 95% of... Read More
This issue's topic was suggested by a sales rep for... Read More
* Are you sending e-mails to prospects instead of calling... Read More
I really just don't get it.How can so many businesses... Read More
Yesterday I received a call from a financial planner named... Read More
If you need to hold a fundraiser and don't know... Read More
For the past months, maybe a year, I've been hearing... Read More
At 21 years, just out of Business College, I went... Read More
Several weeks ago, I conducted a "Mastering the Cold Call"... Read More
How many of you have a corporate web site? Everybody... Read More
Smart buyers will always ask for a better price. Unfortunately,... Read More
Its official. The news just came out. Yes, we are... Read More
How many sales opportunities have you lost to competitors who... Read More
Barter is becoming an increasingly popular method of commerce. The... Read More
Any selling approach that lacks a proven strategy, a practiced... Read More
When you think about ways to gain repeat business from... Read More
Depending upon how much you enjoy writing, writing sales proposals... Read More
TELEPHONE TECHNIQUESSelling face to face is different from selling on... Read More
You can always tell a good salesperson, they are always... Read More
I've been training in countries outside the U.S. recently, and... Read More
The formula for defining a "profession" is similar throughout many... Read More
Ask any salesperson, "At what point in the selling process... Read More
A conversation: The Salesperson: "I don't cold call-I want to... Read More
All customers have a choice to make. Sometimes that choice... Read More
If you have competitors, then you should have at least... Read More
A challenge facing many businesses is how to maintain a... Read More
Ahh. Selling. Sometimes, this is a word that is dreaded... Read More
Always give a reason for the sale for credibility. 1.... Read More
Products for sale need to be displayed in a manner... Read More
An area that can become profitable for many businesses in... Read More
This week's article is my response to a question by... Read More
Have you ever wondered why some people use long sales... Read More
For technology companies, service after the sale has emerged on... Read More
Strategies to help produce your brochure, advertisment or direct mail.... Read More
Lead Generation is vital to all businesses. All companies try... Read More
Alexander Graham Bell once said, "When one door closes another... Read More
A conversation: The Salesperson: "I don't cold call-I want to... Read More
Writing good sales copy is not an art, it is... Read More
The customers you already have could be your biggest lead... Read More
You could just send out your brochure to potential customers... Read More
1. Animate your window display.How often do you change your... Read More
"I am Sam. Sam I am. Do you like green... Read More
Why should you describe your business to others in 5... Read More
With hundreds of direct sales companies out there, how do... Read More
Back in the days when I sold for CTV and... Read More
So it's finally come time to sell the business. After... Read More
What methods can we use to install confidence into your... Read More
Just about every clothing store uses mannequins. There are many... Read More
Picture this scene from the 1984 smash comedy movie from... Read More
The question: "When should a growing company slow down its... Read More
I was a lucky kid when I grew up. Lucky,... Read More
TELEPHONE TECHNIQUESSelling face to face is different from selling on... Read More
When you think about ways to gain repeat business from... Read More
Knowing what to do when meeting a prospective client forlunch,... Read More
Your prospect is in the market for a widget, just... Read More
"Sales Letter"... that's your web site's sales page. The page... Read More
Myth 1: Sales People are all Shady!In the Broadway play... Read More
When you are in the business of sales, among the... Read More
The time comes for all mortgage brokers and loan officers... Read More
It is fairly common for real estate companies and mortgage... Read More
Sales |