I just returned from the NEMOA (New England Mailorder Association) conference, which featured some excellent programming on “Selling to the New Consumer.” Many of the sessions had a common theme. At the risk of over-generalizing, the consensus among the speakers seemed to be:
Consumers’ attitudes have changed, whether or not their actual circumstances have.
Today’s buyers know how to shop for prices and they expect to get deals.
In response, many retailers have slashed their prices to an unsustainable level.
Instead of selling on price, merchants need to sell on value, something that few companies do well.
There are many ways to sell on value, but among the most important is website content. Some 40% of consumers use the Internet to research product before they purchase. If your website helps them in their research, you’re a step ahead. And naturally, the stronger your content, the better your search engine rankings.
How about you? What are you doing to sell value?