Digitalization has radically transformed the entire sales landscape. Today, the initial phase of the purchasing process takes place mainly online, with increasingly informed and demanding customers who do their own research before coming into direct contact with the company. The Global Consumer Insights Pulse Survey June 2023 confirms this trend: 54% of consumers consult search engines before making a purchase, followed by Amazon with 35%, 34% visit the company website, and 31% turns to social media. Sites specializing in price comparisons are visited by 29% of pre-buyers, with a strong incidence among members of Generation Z. In this scenario, it is clear that the “door-to-door” approach is now a distant memory. Although companies have a wide range of digital tools to interact with customers, consumers are increasingly informed and demanding, and the market is becoming more competitive every day.
“Companies today cannot simply present a product or service,” says Alberto Frisoni, CEO of Sales Process Italia. “They must know how to interact with the customer, offer tailor-made solutions and guide them along a purchasing path which, compared to the past, is much more dynamic and complex. Furthermore, digital technologies have transformed the sales process into an interactive experience that develops across multiple channels, from search engines to social networks. This requires solid preparation and a targeted strategy.”
