petri parvinen: amsterdam design for conversion
DESCRIPTION
Petri Parvinen's presentation at #dfc12TRANSCRIPT
”Digital Handshakes”
E-selling as adaptive personal selling and human touch
© Petri Parvinen, Ph.D.Professor of Sales ManagementAalto School of Economics, Finland
2
• Innovation selling• Interaction psychology online
• Channel optimization• Value-based selling
E-selling?
• Interactive but challenged by “the digital”
• Initiated
• Targeted
• Personified and personalized
• Aims at and capable of closing
vs. retail
vs. e-retail
vs. e-marketing
vs. general e-commerce
E-selling as digitalized adaptive sellingH
igh
valu
e a
dd
ed
to c
usto
merL
ow
valu
e a
dd
ed
to c
usto
mer
Business“Win the deal"
Customer relationship “Deepen the friendship”
Expert sales
Sales based onbeing a buddy
Consultativesales
Directingsales
© Mercuri International© Mercuri International
Social skills > sociability
• Sociability increasing fast!– 21st century people resemble 60s narcissists (Keltikangas-
Järvinen, 2012)
• Sociability > social skills = problem– Aversion towards increasing sociability
• In selling, social skills more important than sociability – Social skills can be taught, sociability is innate– Sociable sellers = individualists, please the customer, irritate
6
A wider array of sales influence tactics needs to be available online in the future
”Only for you my friend”
“The one in your hand is the cool one, the one over there on the shelf is the basic one”
“We’re closing for the weekend in 5 minutes, what’s it going to be?”
“Sergei, you know how this works.. Do you read me?”
“We only have this one, since it is useless to carry bad ones”
“I’ll give you 30% off, but when your son grows up, you buy the next bicycle from me then, ok?”
“If you want to catch bass, this is the best lure for these waters. Period. Do you want it?”
“I’m here for you if you make a mistake”
+ The Future of Pricing = “Individualistic”
• Costs θ of the weighted randomized probability matching algorithm are 291.88, giving a profit of 88.2% of Φmax. Costs of batch estimation are 364.37, 85.3% of Φmax.
• WPRM significantly outperforms batch, t = −5.338, p < 0.001.
• Additionally, the costs of WPRM decrease over increasing market size M
batch estimationWRPM
Pearson Correlation: –0.194. The correlation is significant at the 0.01 level. Sig. 0.000.
40000
45000
50000
55000
60000
65000
0
10000
20000
30000
40000
50000
60000
70000
Relationship Between Number of Members and Generated Sales (Lindholm
et al. 2011)
Number of Members Generated Sales Linear Trend Line
Nu
mb
er o
f M
emb
ers
Gen
erat
ed S
ales
E-selling as human touch?
11
vs.
Implementing human touch: The importance of the spatiotemporal locus
• Immersion = driver of success
• Immediacy the greatest challenge
• Hybrid work descriptions emerging
E.g. Authority endorsement can’t afford not to make the celeb look cool..
13
500 000+ hits on Youtube
Delicate balance between executability and content: Case Konebox
• Repliques -
• Voice +
• Face ++
• Common sense +
• Sense of reality +
• Unexpectedness - -
• Data: +970
purchases in 30 days
14
Is the solution really avatars..?
5.5.2011(c) Symbioosi Partners Oy
It’s looking pretty hedonic…
+ The human touch of communities can backfire!(4.475 clients over 52 Months) (Lindholm et. al 2011)
Engagement at service level Engagement for individuals
How to attack hedonists online? (Pöyry 2011)
• Design metrics for identifying a hedonist in your clientele• Hedonists need to be targeted – unlike utilitarians• Encourage information sharing gives hedonists away• Rich media• Hedonic browsing experiences created by sales people
(don’t leave it to marketers!)• Prevent ’reveling’ from backfiring
Human touch and hedonic engagement?Case: tailored travel @ matkapaikka.fi
Case poker affiliates: Laziness is the fastest growing trend
