Every business or industry has a way of selling their products. Mostly this is driven by the complexity of the sale. If the product is a commodity item that is easily understood or well known it may be an excellent candidate for an online automated transaction. If the product is unique, not well known, complicated, has a higher price point or needs to be test driven a sales person is critical to the process. There is a difference between ordering Time Magazine online or going to Best Buy to view and select a flat screen TV.
The latter example of purchasing a big screen TV is often referred to a complex sale. We want to see, touch and experience the product before they bring it home. We want to negotiate the price to be sure they are getting the best deal on a large purchase. We want to interact with an expert that has direct experience with the item under consideration. If these sellers didn't need sales people for this reason they would not have them. This is a human to human interaction is dictated by how the customer wants to buy not by how the merchant wants to sell.
The preferred buying process dictates the how the seller structures the selling process both online and offline. The core difference is if there is a human involved at any point in the process.
More to come.
Bill
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