”Digital Handshakes”E-selling as adaptive personal sellingand human touch© Petri Parvinen, Ph.D.Professor of Sales Managem...
• Innovation selling    • Interaction psychology online         • Channel optimization          • Value-based selling2
E-selling?•   Interactive but challenged by “the digital”•   Initiated•   Targeted•   Personified and personalized•   Aims...
E-selling as digitalized adaptive selling                                                  Business                       ...
Social skills > sociability• Sociability increasing fast!   – 21st century people resemble 60s narcissists (Keltikangas-  ...
A wider array of sales influence tactics  needs to be available online in the future                                      ...
+ The Future of Pricing = “Individualistic”                     WRPM                     batch estimation               80...
+ B2B Lead automation also uses profiling http://coremotives.com
Relationship Between Number of Members                                  and Generated Sales (Lindholm et al. 2011)        ...
E-selling as human touch?                  vs.             11
Implementing human touch: The importance of the spatiotemporal locus• Immersion = driver of  success• Immediacy the  great...
E.g. Authority endorsement can’t affordnot to make the celeb look cool..   500 000+ hits                                  ...
Delicate balance between executability    and content: Case Konebox•   Repliques -•   Voice +•   Face ++•   Common sense +...
Is the solution really avatars..?               5.5.2011               (c) Symbioosi Partners Oy
It’s lookingprettyhedonic…
+ The human touch of communities can backfire! (4.475 clients over 52 Months) (Lindholm et. al 2011)     Engagement at ser...
How to attack hedonists online? (Pöyry 2011)•   Design metrics for identifying a hedonist in your clientele•   Hedonists n...
Human touch and hedonic engagement?Case: tailored travel @ matkapaikka.fi
Case poker affiliates: Laziness is thefastest growing trend
Petri Parvinenpetri.parvinen@aalto.fi+358 50 312 0905
Petri Parvinen: Amsterdam Design for Conversion
Upcoming SlideShare
Loading in …5
×

Petri Parvinen: Amsterdam Design for Conversion

757 views

Published on

Petri Parvinen's presentation at #dfc12

Published in: Spiritual
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
757
On SlideShare
0
From Embeds
0
Number of Embeds
58
Actions
Shares
0
Downloads
12
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • The mistakethate-marketing and e-commercerepeatedlydo isthis
  • Made mistakes with salesteams
  • Massmurderers
  • What kind of e-SELLING do we already have?Generally, it’s very retail-oriented (like the 1920s!)(4x = 40% of customers see value in up-selling recommendations in shipping confirmations and order confirmations vs. post-purchase communications)Also B2B configurators
  • * Selling out (even more so than offline – e.g. strict attitude to fashion bloggers)Online music stores and clothing store do not yet dare to list what a particular liked individual has bought from that store, even though in real life everyone can see what they are wearing. Sex accounts for 30% of the Second Life economy (it’s 14% of Thailand’s GDP)
  • Where are the virtual “liaison officers”, “right hands”, “handymen”, “concierges” or “busybodies”Not very developedPoker sites are good at this: organize so-called rakebacks, tournament-participation opportunities, crowding benefits, prize repatriation mechanics
  • Petri Parvinen: Amsterdam Design for Conversion

    1. 1. ”Digital Handshakes”E-selling as adaptive personal sellingand human touch© Petri Parvinen, Ph.D.Professor of Sales ManagementAalto School of Economics, Finland
    2. 2. • Innovation selling • Interaction psychology online • Channel optimization • Value-based selling2
    3. 3. E-selling?• Interactive but challenged by “the digital”• Initiated• Targeted• Personified and personalized• Aims at and capable of closingvs. retailvs. e-retailvs. e-marketingvs. general e-commerce
    4. 4. E-selling as digitalized adaptive selling Business “Win the deal" Directing Expert sales salesLow value added to customer High value added to customer Sales based on Consultative being a buddy Customer relationship sales “Deepen the friendship” © Mercuri International
    5. 5. 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
    6. 6. A wider array of sales influence tactics needs to be available online in the future “The one in your “If you want to catch hand is the cool bass, this is the best lure one, the one over “We only have this there on the shelf is for these waters. Period. one, since it is Do you want it?” the basic one” useless to carry bad ones” “We’re closing for “I’m here for you if you the weekend in 5 make a mistake”“Sergei, you minutes, what’s itknow how this going to be?” ”Only for you my friend”works.. Do youread me?” “I’ll give you 30% off, but when your son grows up, you buy the next bicycle from me then, ok?”
    7. 7. + The Future of Pricing = “Individualistic” WRPM batch estimation 800Search Costs 400 0 0 20 40 60 80 100 • Costs θ of the weighted randomized probability matching algorithm are Simulation Run 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
    8. 8. + B2B Lead automation also uses profiling http://coremotives.com
    9. 9. Relationship Between Number of Members and Generated Sales (Lindholm et al. 2011) 65000 70000 60000 60000 50000Number of Members Generated Sales 55000 40000 30000 50000 20000 45000 10000 40000 0 Number of Members Generated Sales Linear Trend Line Pearson Correlation: –0.194. The correlation is significant at the 0.01 level. Sig. 0.000.
    10. 10. E-selling as human touch? vs. 11
    11. 11. Implementing human touch: The importance of the spatiotemporal locus• Immersion = driver of success• Immediacy the greatest challenge• Hybrid work descriptions emerging
    12. 12. E.g. Authority endorsement can’t affordnot to make the celeb look cool.. 500 000+ hits on Youtube 13
    13. 13. Delicate balance between executability and content: Case Konebox• Repliques -• Voice +• Face ++• Common sense +• Sense of reality +• Unexpectedness - -• Data: +970 purchases in 30 days 14
    14. 14. Is the solution really avatars..? 5.5.2011 (c) Symbioosi Partners Oy
    15. 15. It’s lookingprettyhedonic…
    16. 16. + The human touch of communities can backfire! (4.475 clients over 52 Months) (Lindholm et. al 2011) Engagement at service level Engagement for individuals
    17. 17. 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
    18. 18. Human touch and hedonic engagement?Case: tailored travel @ matkapaikka.fi
    19. 19. Case poker affiliates: Laziness is thefastest growing trend
    20. 20. Petri Parvinenpetri.parvinen@aalto.fi+358 50 312 0905

    ×