Home TECHNOLOGY The Power of Conversational Commerce

The Power of Conversational Commerce

by Paul Hawaler

Conversational Commerce in Retail Industry basically refers to the physical interaction of parties via either verbal or nonverbal communication. The underlying principle is that two or many people can communicate their meaning to each other in a retail environment through either verbal or nonverbal communication. It also includes inter-personal communication and monitoring of customer behavior. It is generally used in retail environments to engage customers in a dialog or conversation. A successful conversational sales person will be a well verbalized sales person. They are able to identify the emotions of the consumer and use those emotions to their advantage.

In a very broad sense, conversational in Retail means talking to your customer in such a way that the words you speak come out of a natural conversational tone. This tone may be conversational or casual, but should never be false or misleading. While it may sound silly, a lot of salespeople seem to forget this simple rule of thumb when they are speaking to a potential client. Some even resort to using jargon!

When I refer to conversational tone in this article, I am not talking about the quality of the voice used or even the type of voice. I am referring to the quality of the Customer Relationship Management that exists between the salesperson and the prospective buyer. The key is to engage and have a good conversation with a person you are selling to. Your sales presentation should come from your genuine personality and not from some canned script that you picked up off the sales pages.

By engaging and having a conversation with the person you are trying to sell to, you are building rapport and therefore increasing the potential that they will buy. If the person you are talking to does not feel you are genuine and does not trust you, they will pick up on that as soon as you say your first few words. You want to connect on a personal level with each and every person that you deal with. Conversational persuasion is just one of the tools available for doing that.

It is important to remember that when you are talking to any person, regardless of what their job title is, they are going to be in a receptive state. The reason for this is because they were probably thinking about something else when you came along. You have to engage and listen. This allows you to both share some information about the company and position you are looking to obtain and also allows the other person to feel comfortable and at ease with you.

The next step is to formulate an opening statement that is light and concise. A great opening statement will allow the person to know that you are a potential leader and will set the stage for the remainder of the conversation. The statement should simply ask for the person’s opinion or question and answer format. In other words, let the other person to begin the conversation by opening with a question and you answer with your opening statement. It is as short as two sentences.

The next step is to develop a topic that relates to that opening statement. Do not go off on a tangent. If there was a conversation that occurred in which the other person had a question and you provided an answer, that is a great place to introduce your topic. Another good thing to do is to start a topic from the last sentence spoken to the person you are speaking to. By doing this, the other person will feel obligated to follow the conversation.

When the topic is completed, the final step to take is to turn the conversation into an interrogation. Once you have the person’s attention, you can then begin a long drawn out conversation. At this point, it is extremely important to try to get to the root of the issue so that both parties can come to a common solution. You want to find a common ground that can be taken to a logical conclusion.

 

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