In recent years, more and more jobs have been cut in the marketing area. Algorithms take the place of workers. According to the Institute for Labor Market and Occupational Research (IAB), every fourth worker could be replaced by robots in the future.
However, human contact is particularly important when advising customers. A switch from human workers to robots should not happen anytime soon, but some changes should be brought about to ensure the consistency of marketing.
Thanks to information research via evaluation portals, forums and manufacturing information, the purchasing process is extremely information-driven these days. Products are compared with each other and tested for functionality before purchase. This affects the buying process of many customers and leads to uncertainty when making a purchase, with the frequent result that customers are unable to make a decision and withdraw from the intention to buy.
This is where a consulting salesperson is needed. In this case, an open discussion, which is characterized by your own experiences, tips or advantages, has a much better effect on the customer’s decision-making than any bot.
Furthermore, data sets and analyzes play an important role in the success of sales. Analyzes can be used to determine which products are particularly popular with customers, where they hesitate or which documents are of little importance to them. This data can be useful for individual purchase advice.
Analyzes can also provide information about how customers can best be reached and how they prefer to find out about products. Some customers request product videos from distributors, others insist on data sheets with all questions answered.
Data sets are also the reason for product recommendations for customers. These result from past purchases. In this area, technology is indispensable in the labor market because it works quickly and efficiently. She has an advantage over humans.
However, personal contact is what, at best, makes a company unmistakable and ensures recognition value. Customers like to shop where they feel they are being treated positively and where employees approach them. Artificial intelligence is merely a means of analysis and a time saver.
Sales employees therefore do not have to worry about their jobs, but developments in sales must take place in a timely manner in order to accommodate customers in the best possible way.
