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BEST PRACTICES & STRATEGIES

online vehicle configurator to respond to the questions Recommendations for optimizing your
and specific needs of potential customers better than the lead management
seller who is focused on a quick conclusion of a sale.
As a result, marketing and lead management will have
Although this approach eliminates a few flaws, it does to re-invent their tactical orientation. If you like, despite
not necessarily help support the formulated standard of of - or because of - the technical possibilities, the hu-
Mr. Krueger, CEO of BMW, which is using the slogan man being comes to the fore again.
"We sell emotions!" to life in the sales process. Because,
as trend-setting as he is, he still follows a product-centric Today’s consumers are just much better informed than
view. In the sales process, however, this claim must be previously, but must still be gripped by their emotions
reflected in the encounters with the brand. An ever more and (pre)judgments, hence, you might want to consider
differentiated, technological occurrence of the seller the following tips:
gives only part of the answer.

The ROPO requires a reorientation of lead  Even if it is a matter of course, please think con-
sistently from the perspective of your customers.
management
 Check your lead management and ask yourself if it
is still meeting the needs of the digital age (use of
Not least due to the Internet, a significant change in the digital media, provision of timely, relevant infor-
information and decision-making behavior of consumers mation, employee skills, IT support; processes,
has been observed in the past decade. Google calls this etc.). Use IT platforms that provide the answers to
online decision-making moment the Zero Moment of the search behavior of the customers and their
Truth, or simply “ZMOT”, referring to the moment in the customer journey.
buying process when the consumer researches a prod-  Break down organizational barriers.
uct prior to purchase. In the "first moment of truth", the
consumer then takes his decision as "ROPO" (research  Review your processes and structures in the col-
laboration between marketing, sales and IT, espe-
online and purchase offline) and often finds his expecta- cially, break down encapsulated silos.
tion in the "second moment of truth", the consumption -
or not.  Adapt the information offers to your customers,
based on their search behavior.
As said, expectations about the probable consumer ex-  Seize opportunities for individual “storytelling”
perience is often based on already made experiences of
others. The virtually unlimited access to information in  Regularly review the results of your lead manage-
ment and keep in mind that consistent enforcement
advance via digital media, and thus also to the judg- and strict success control are among the most im-
ments of experts, including the respective reference portant success factors. ◊
groups, is an ongoing change that has a massive impact By Daniela La Marca
on the behavior of consumers.

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