okay do websites really sell what is
your bid question a few of you might
think you bought things over the
internet you booked holiday trips on the
internet so it’s some sort of selling
yes/no to answer that question we have
to switch to the old-fashioned offline
world of sales talks and sell us which
connotations do you have with sellers
and salespeople perhaps the guys when
you’re entering the shop and they are
hiding behind the desk great
you’re lucky you have all the time you
need you can walk around have a look at
the offerings that’s great or the other
category of sellers or shop assistants
the guys who ask you the question may I
help you
can I do something for you okay if you
say yes then they might start to talk
talk talk talk too much and then they
impose you to buy things you don’t
really need or really want fortunately
there are other categories of sellers
sellers who try to help you give you
recommendations and they are trying to
find the right solution for you and
perhaps they do have a pleasant
personality as well so when going back
15 years I bought a road bicycle and I
made that experience I enjoyed talking
to that guy the guy was extremely
competent
and I’m still happy with that bike but
that’s just an anecdote that’s my
personal perspective do other people
think the same way do other people think
knowledge is good to other people think
the personality is influencing them to
buy ok guess three times the cries for a
research project last year I sent 52
students to do shopping they pretended
to buy a TV set based on a detailed
guideline based on a mystery shopping
concept so in total I got 192 sales
talks and they had to complete an
extremely detailed questionnaire to
evaluate the knowledge of the seller or
the shop assistant the personality of
the seller the shop assistant the
communication atmosphere the
communication techniques and of course
sales tricks now surprisingly for me and
for all the other people the number one
factor influencing the buying decision
was not the personality the pleasant
personality talking to a nice guy
perhaps at the end of the sales talk
people love that guy who will go with
him or her for a beer or two or three
it’s up to you
or it was not the pleasant communication
atmosphere and if you look into all the
books about selling they tell you the
100 perfect closing the deal tricks
unfortunately for these authors not to
sales tricks it was the number one and
knowledge what does that mean knowledge
knowledge the ability of a seller or a
shop assistant to explain the product to
find out what you really need and to
make the right recommendations means
that you’re not only happy right now
with the product you should be happy
with the product in three four five
years and when thinking back that was my
example for the road bike when thinking
back you still remember that sales talk
and you’re still happy okay
that’s knowledge but back to the
question to websites really sell and
what has that to do with websites
fortunately I didn’t discover a website
during the past we used who wanted to
talk to me I don’t know whether that is
good or bad but until now websites are
quiet so what you could what could you
expect you could expect that you will
find recommendations you could expect
you will find user profiles that you
have the ability to answer your own
question
is that specific product for me do I
want to use that does it fulfill my
requirements you should expect something
like that and with the exact existing
technologies of course it’s possible to
do something like that so let’s have a
look at one website perhaps you would
like to buy elapsed
top I visited one website I did not
spend much time searching the internet
that is a typical website and of course
you want to find the answers I mentioned
before is there product for me what can
I do with the product does it fulfill
all my requirements let’s have a look XY
is that built for extreme performance
that’s great I giving you lightning-fast
access does that answer your question is
it for me no nice marketing buzzwords
nothing else next one
rich images optional discrete graphics
intense professional talks tasks could
be everything could be for everybody but
still doesn’t answer your question is it
for me and what can I do with that and
of course let’s have a look at the
entire page many technical terms if you
dig into the details you will find
specifications which processor which
graphic hard which hard disk
how many RAM but unfortunately too many
technical terms no explanation and if
you’re a newbie and you were not so
interested in laptops you will not find
the answer is it for me and how can I
use it back to the question do websites
really sell know that website doesn’t
sell that website doesn’t give you a
recommendation that website doesn’t help
you to make the right decision okay
another example
let’s switch to a different product
let’s buy a headset and perhaps you
start your decision-making process with
visiting the biggest online shops
homepage you’re looking for a headphone
and you find something like that you
will find the link the right headphone
and you double click the link and then
you will find something like that ok is
it Wireless hmm ok Wireless do I need a
wireless phone noise-canceling what
means noise canceling is noise noise
canceling something like that if you
like classical music and you think
techno music is noise then it cancels
techno music great then ok that is the
right headphone for me ok what you will
do now you start searching the internet
what is noise canceling is it really
canceling techno music or is it
something else is that for me do I need
that noise canceling is it a good
feature is it expensive feature or is
the feature I do not need so therefore
you’re lost and you end up at the end of
the evening after a few hours searching
the internet spending the entire evening
in front of your computer and you got
nothing are you closer to the decision
is what is the right headphone for me no
perhaps if you’re lucky and if you’re
may like to make fast decisions then you
might be close to that decision but you
might think by yourself
ok I wait till tomorrow in the morning
or tomorrow in the evening and perhaps I
will find a better alternative I will
search the rest of the internet and you
proceed next evening next week next
month
and then you’re in the middle of what I
call a self sales talk why a self sales
talk compared to the old-fashioned
offline word well there is somebody who
helps you somebody who gives you
recommendations in the online world
nobody really helps you so what you are
doing is you starting an endless cycle
more or less endless cycle you try to
find out what your real needs are you’re
acquiring additional information and you
try to find out what is the best product
for me what is the best solution and
perhaps if you’re close to making that
decision then once again you start
perhaps I will find a better shop a
better alternative and perhaps I will
find an additional review that’s great
that is an extremely time-consuming
process and to be honest for me I went
through that process at the beginning of
the year and for me it is extremely
annoying it is enormous waste of time
for me and when I finally made the
decision I thought by myself
– other people think the same way do
other people think it is an extremely
annoying process ok guess three times
cries for another research project I
developed a very simple research design
and I wanted to find out
whether people spend that much time and
whether they think it is an annoying
process or perhaps they like that okay
why is online shopping so popular let’s
have a look big surprise
68% prepare their buying decision
accurately so they show the same
behavior what they are doing they try to
find out what these technical terms mean
because the websites and the online
shops do not often explain to you what
that specific speaker specification
really means is it good is it bad or is
it just something else okay
65% are not in a hurry if it takes half
a year if it takes more time they have
all the time or they take all the time
it needs to make the right decision so
the same behavior but now a big surprise
for me
65% of the interviewees don’t think it’s
a waste of time
so I was really surprised because for me
it’s a waste of time because I like to
make my decision my buying decision
within a short timeframe as short as
possible and I hate and I hate it
looking for all the specifications and
trying to find out what these
specifications mean but 75% of the
interviewees told me it’s not a waste of
time and 57% think it’s not an annoying
activity so they more or less enjoy it
for me that was really interesting and
big surprise
50% enjoy acquiring or more or less
enormous amount of information that’s
interesting
they enjoyed they liked it it’s big fun
searching the internet finding out new
sources searching for new reviews and so
on and so on and so on okay
online shopping did you get something
there’s a lot to do with knowledge
knowledge was number one
in the old fashioned offline sells for
sellers world and knowledge is an
extremely important issue in the online
world because you have access to the
Internet to the entire Internet and you
decide when it’s time to stop and why is
it so funny why people enjoy that and
why people do not think it’s a waste of
time for me it’s a self reflecting
learning cycle and you get immediate
rewards for that because at the end of
the evening you learn something about
yourself you have an idea what your real
needs are you found additional reviews
you went through the customer ratings
you found out what asked other customers
think what they like what they don’t
like and perhaps at the end of the
evening you found a shop were the lowest
priced level ever and that is great
lowest price level and learning about
yourself so then the number one
reason why people shop on the internet
was price and the great portfolio you
have an enormous amount of different
products these were number two and
number one but not only the price if you
look at the results it’s the learning
cycle what you learn about yourself and
it’s really funny to learn something
about yourself okay and one question at
the end I thought that was my own
experience or my own thought if you had
all the information on one side would
you buy more people said no we don’t
want to buy more
we like that the love that you like to
search the internet that’s great so
another aspect of how funny it is to
learn something about yourself okay
where is my statement people do not even
have an idea how a website could look
like a website that sells because they
are used to existing designs and
existing marketing buzzwords and
specifications so they do not think
about redesign and that reminds me of
the 2007 presentation of the iPhone at
that time people liked the typical
standard smartphones for the plastic
keyboards and the lower screens and they
were happy with these smartphones and
then Steve Jobs came and said Oh
I have the iPhone the big screen no
plastic keyboard and a totally new
smartphone experience I hope we will
expect something in the future
rethinking web design and make or
develop websites which are really
selling so therefore please in the
meantime enjoy your endless cell sales
talk please do not get lost in the
Internet and thank you very much for
your attention
[Applause]
[Music]
[Applause]
your bid question a few of you might
think you bought things over the
internet you booked holiday trips on the
internet so it’s some sort of selling
yes/no to answer that question we have
to switch to the old-fashioned offline
world of sales talks and sell us which
connotations do you have with sellers
and salespeople perhaps the guys when
you’re entering the shop and they are
hiding behind the desk great
you’re lucky you have all the time you
need you can walk around have a look at
the offerings that’s great or the other
category of sellers or shop assistants
the guys who ask you the question may I
help you
can I do something for you okay if you
say yes then they might start to talk
talk talk talk too much and then they
impose you to buy things you don’t
really need or really want fortunately
there are other categories of sellers
sellers who try to help you give you
recommendations and they are trying to
find the right solution for you and
perhaps they do have a pleasant
personality as well so when going back
15 years I bought a road bicycle and I
made that experience I enjoyed talking
to that guy the guy was extremely
competent
and I’m still happy with that bike but
that’s just an anecdote that’s my
personal perspective do other people
think the same way do other people think
knowledge is good to other people think
the personality is influencing them to
buy ok guess three times the cries for a
research project last year I sent 52
students to do shopping they pretended
to buy a TV set based on a detailed
guideline based on a mystery shopping
concept so in total I got 192 sales
talks and they had to complete an
extremely detailed questionnaire to
evaluate the knowledge of the seller or
the shop assistant the personality of
the seller the shop assistant the
communication atmosphere the
communication techniques and of course
sales tricks now surprisingly for me and
for all the other people the number one
factor influencing the buying decision
was not the personality the pleasant
personality talking to a nice guy
perhaps at the end of the sales talk
people love that guy who will go with
him or her for a beer or two or three
it’s up to you
or it was not the pleasant communication
atmosphere and if you look into all the
books about selling they tell you the
100 perfect closing the deal tricks
unfortunately for these authors not to
sales tricks it was the number one and
knowledge what does that mean knowledge
knowledge the ability of a seller or a
shop assistant to explain the product to
find out what you really need and to
make the right recommendations means
that you’re not only happy right now
with the product you should be happy
with the product in three four five
years and when thinking back that was my
example for the road bike when thinking
back you still remember that sales talk
and you’re still happy okay
that’s knowledge but back to the
question to websites really sell and
what has that to do with websites
fortunately I didn’t discover a website
during the past we used who wanted to
talk to me I don’t know whether that is
good or bad but until now websites are
quiet so what you could what could you
expect you could expect that you will
find recommendations you could expect
you will find user profiles that you
have the ability to answer your own
question
is that specific product for me do I
want to use that does it fulfill my
requirements you should expect something
like that and with the exact existing
technologies of course it’s possible to
do something like that so let’s have a
look at one website perhaps you would
like to buy elapsed
top I visited one website I did not
spend much time searching the internet
that is a typical website and of course
you want to find the answers I mentioned
before is there product for me what can
I do with the product does it fulfill
all my requirements let’s have a look XY
is that built for extreme performance
that’s great I giving you lightning-fast
access does that answer your question is
it for me no nice marketing buzzwords
nothing else next one
rich images optional discrete graphics
intense professional talks tasks could
be everything could be for everybody but
still doesn’t answer your question is it
for me and what can I do with that and
of course let’s have a look at the
entire page many technical terms if you
dig into the details you will find
specifications which processor which
graphic hard which hard disk
how many RAM but unfortunately too many
technical terms no explanation and if
you’re a newbie and you were not so
interested in laptops you will not find
the answer is it for me and how can I
use it back to the question do websites
really sell know that website doesn’t
sell that website doesn’t give you a
recommendation that website doesn’t help
you to make the right decision okay
another example
let’s switch to a different product
let’s buy a headset and perhaps you
start your decision-making process with
visiting the biggest online shops
homepage you’re looking for a headphone
and you find something like that you
will find the link the right headphone
and you double click the link and then
you will find something like that ok is
it Wireless hmm ok Wireless do I need a
wireless phone noise-canceling what
means noise canceling is noise noise
canceling something like that if you
like classical music and you think
techno music is noise then it cancels
techno music great then ok that is the
right headphone for me ok what you will
do now you start searching the internet
what is noise canceling is it really
canceling techno music or is it
something else is that for me do I need
that noise canceling is it a good
feature is it expensive feature or is
the feature I do not need so therefore
you’re lost and you end up at the end of
the evening after a few hours searching
the internet spending the entire evening
in front of your computer and you got
nothing are you closer to the decision
is what is the right headphone for me no
perhaps if you’re lucky and if you’re
may like to make fast decisions then you
might be close to that decision but you
might think by yourself
ok I wait till tomorrow in the morning
or tomorrow in the evening and perhaps I
will find a better alternative I will
search the rest of the internet and you
proceed next evening next week next
month
and then you’re in the middle of what I
call a self sales talk why a self sales
talk compared to the old-fashioned
offline word well there is somebody who
helps you somebody who gives you
recommendations in the online world
nobody really helps you so what you are
doing is you starting an endless cycle
more or less endless cycle you try to
find out what your real needs are you’re
acquiring additional information and you
try to find out what is the best product
for me what is the best solution and
perhaps if you’re close to making that
decision then once again you start
perhaps I will find a better shop a
better alternative and perhaps I will
find an additional review that’s great
that is an extremely time-consuming
process and to be honest for me I went
through that process at the beginning of
the year and for me it is extremely
annoying it is enormous waste of time
for me and when I finally made the
decision I thought by myself
– other people think the same way do
other people think it is an extremely
annoying process ok guess three times
cries for another research project I
developed a very simple research design
and I wanted to find out
whether people spend that much time and
whether they think it is an annoying
process or perhaps they like that okay
why is online shopping so popular let’s
have a look big surprise
68% prepare their buying decision
accurately so they show the same
behavior what they are doing they try to
find out what these technical terms mean
because the websites and the online
shops do not often explain to you what
that specific speaker specification
really means is it good is it bad or is
it just something else okay
65% are not in a hurry if it takes half
a year if it takes more time they have
all the time or they take all the time
it needs to make the right decision so
the same behavior but now a big surprise
for me
65% of the interviewees don’t think it’s
a waste of time
so I was really surprised because for me
it’s a waste of time because I like to
make my decision my buying decision
within a short timeframe as short as
possible and I hate and I hate it
looking for all the specifications and
trying to find out what these
specifications mean but 75% of the
interviewees told me it’s not a waste of
time and 57% think it’s not an annoying
activity so they more or less enjoy it
for me that was really interesting and
big surprise
50% enjoy acquiring or more or less
enormous amount of information that’s
interesting
they enjoyed they liked it it’s big fun
searching the internet finding out new
sources searching for new reviews and so
on and so on and so on okay
online shopping did you get something
there’s a lot to do with knowledge
knowledge was number one
in the old fashioned offline sells for
sellers world and knowledge is an
extremely important issue in the online
world because you have access to the
Internet to the entire Internet and you
decide when it’s time to stop and why is
it so funny why people enjoy that and
why people do not think it’s a waste of
time for me it’s a self reflecting
learning cycle and you get immediate
rewards for that because at the end of
the evening you learn something about
yourself you have an idea what your real
needs are you found additional reviews
you went through the customer ratings
you found out what asked other customers
think what they like what they don’t
like and perhaps at the end of the
evening you found a shop were the lowest
priced level ever and that is great
lowest price level and learning about
yourself so then the number one
reason why people shop on the internet
was price and the great portfolio you
have an enormous amount of different
products these were number two and
number one but not only the price if you
look at the results it’s the learning
cycle what you learn about yourself and
it’s really funny to learn something
about yourself okay and one question at
the end I thought that was my own
experience or my own thought if you had
all the information on one side would
you buy more people said no we don’t
want to buy more
we like that the love that you like to
search the internet that’s great so
another aspect of how funny it is to
learn something about yourself okay
where is my statement people do not even
have an idea how a website could look
like a website that sells because they
are used to existing designs and
existing marketing buzzwords and
specifications so they do not think
about redesign and that reminds me of
the 2007 presentation of the iPhone at
that time people liked the typical
standard smartphones for the plastic
keyboards and the lower screens and they
were happy with these smartphones and
then Steve Jobs came and said Oh
I have the iPhone the big screen no
plastic keyboard and a totally new
smartphone experience I hope we will
expect something in the future
rethinking web design and make or
develop websites which are really
selling so therefore please in the
meantime enjoy your endless cell sales
talk please do not get lost in the
Internet and thank you very much for
your attention
[Applause]
[Music]
[Applause]
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