Criterion Worldwide Discuss the Importance of Face to Face Sales in the Digital Age
Criterion Worldwide are worried that an individual’s perceptions of face to face marketing are being skewed by pockets of marketing researchers who argue that direct sales no longer has a place in the context of the digital age.
The firm is asking this week: Why in this age of content marketing, social media and digital marketing, people still need a personal touch? They know from their contractors combined years of experience that face to face sales provides their clientele with a guaranteed ROI, and they want each of their new recruits to understand the importance of their practice as a legitimate form of marketing.
In a recent study, Oxford Economics examined the effectiveness of in-person meetings and those hosted online and discovered that for 85% of those studied found that their face to face interactions were more effective than those conducted online. While this study focused on meetings, Criterion Worldwide believe that it shows the effectiveness of face to face interaction over digital forms. Individuals seem to feel an innate feeling of trust in more personal situations. The reasons behind this are hotly debated in marketing circles, but Criterion Worldwide are confident that they have the answers.
The first reason, stems from the fact that buying decision are made less on the basis of technical features and functions and more on the organizational and personal relationships of trust. When it comes to the prospect of making a good buying decision, cognitive studies have shown that there needs to be an emotional connection the pervades analytics. Body language, facial expressions, tone of voice are all examples of the ways in which Criterion Worldwide attempt to tap into the emotion needed to create a trusting buying relationship. Buyers want a relationship with the company before they delve into a contract or purchase, and to know that those linked to the company are reputable and trustworthy.
Further to this, direct sales offers customers the opportunity to receive answers on the final questions they need to make them secure a purchase. While companies have hugely extensive FAQ sections on their websites, Criterion Worldwide is confident this does not compare to having a knowledgeable sales person provide all the answers.
With this response, Criterion Worldwide is hoping they can begin to shift perceptions on direct selling. They are confident that companies will begin to realize the pitfalls of digital marketing and begin to focus on more traditional sales streams in order to maximize their profits.