What to Remember about Webrooming Customers

By Paul Dobbins - Director, Account Development Dec 21, 2016 10:00:00 AM

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Webrooming customers can be frustrating at times. Here are a few ways to upgrade their in-store experience to keep them coming back for more.

Gone are the days of customers casually browsing through store aisles to find the perfect item. Today’s customers are often internet-assisted, and tend to practice webrooming with regularity. Webrooming—the act of researching a product online then buying in-store—can sometimes frustrate salespeople since these customers tend to have a predetermined purchase in mind.

But there are still a few ways a sales team can keep the pep in their step and still act as consultative partners to their webroomers.

  1. Don’t discourage the practice.
    First and foremost, it’s important for salespeople to remember that webrooming isn’t a bad thing. In fact, they should encourage online research because it helps customers feel informed and in control. Salespeople can be a complement to a customer’s online experience by understanding cross-channel benefits, and promoting the in-store experience as a logical and necessary next step.
  1. Remember, your customers know their stuff.
    Customers use webrooming to be in control of their buying experience—and, hey, we can’t blame them. As sales experts interact with them, it’s important to remember that these customers have done their research and know exactly what they’re looking for. By keeping this in mind, you can meet them at an advanced point in the sales process rather than starting from scratch.
  1. Be a consultative partner.
    Instead of trying to sell all the time, try consulting. Having a salesperson act as a consultative partner can make customers feel more trusting and at ease, helping to build better relationships and lasting loyalty. Simply put, they’ll feel like you’re both on the same team.

Want a few more tips for handling internet-savvy consumers? Check out this blog on selling to informed customers.

Categories: Warranty

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