Brick Or Click Methods?

So what can typically be described as 'Brick' methods

?

A potential client / buyer walks into your store, your name-tag reads : 'Joe Bloggs - Sales Person'. So you approach them, asking if there's anything you can do to help.

You as the salesperson, have a product you need to sell. When you approach a potential client you are prepared to share all of the benefits of the product itself and convince your client as to why he should make a purchase. Your job is to manipulate the customer into believing he wants your product even if he actually has no need for it.

During the traditional sales process the salesperson maintains control of the conversation from start to finish. He asks questions and then makes assumptions as to what the client needs. At the end of the conversation he may attempt to determine whether or not he's done a good job convincing the client that he wants the product.

This method is of course applicable to any product or service that's being sold.

How do we describe 'Click' methods?

Click methods are any methods that reflects a user's online behaviour - and your selling to them in this space. Two examples are Pay Per Click (PPC) method, SEO (Search Engine Optimisation processes).

As a salesperson it won't necessarily be part of your remit to predict where a potential client's eyes fall on a screen or where they click when viewing your website, since there are certainly analytics departments / agencies / tools that are readily available to do this for you - but an understanding of how this typically happens will definitely help. A good free starting point will be

Google's Analytics.

Which method is better? 'Tis the season for integration!

Companies that experience the most success are the ones that typically employ both these methods. If you have a bricks and mortar presence - then effectively using an online strategy could increase your revenue substantially. And if you started out as a dot com, then considering having a physical presence could boost consumer confidence, and thereby increase your revenue.

Effectively, this integration means that the two divisions are run in a cooperative and integrated manner where they both support and benefit from each other.

In addition to making things easier for the consumer, merchants could benefit from more aggressive integration by using their already high-traffic offline operations to drive consumers online. What this would typically mean is that in observation of what is happening so far, although retailers are willing to publish the address of their Web site in ads and on shopping bags, they rarely feature Web promotions that would aggressively drive consumers to the site, for example.

Additionally, those brick-and-click retailers that do manage to encourage shoppers to sign on could make the consumers feel more comfortable if the website looked more like the store. Familiarity helps.

So integrating them both will mean that as we enter a new decade and online consumer confidence grows, both your bases are covered!

by: Ron Salmon

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