It's What You Say -- and How You Say It -- that Can Provide a Competitive Advantage

There's a recent article in the Wall Street Journal by Stefanos Chen (you can read it online here) noting sales agents in Los Angeles seeking a competitive edge might want to brush up on their Armenian language skills.

Trulia reviewed agent profiles across the US and found many salespeople speak languages in addition to English -- and that certain metro areas are now becoming "global markets" in terms of diversity in both agents, buyers and sellers.

Reach out using co-op agents and tradigital tools!

How is your marketing program addressing this increased diversity?  What tools can be added to provide you with a competive advantage?

In an earlier Solutions blog, we discussed the value of  building a co-op agent team to assist in opening new markets with a focus on demographics unique to your community.  Jim Park, at a recent REALTORS Conference & Expo, reminded his audience that the Asian community is frequently missed when surveying the ethnic market.  He comments, "The last category usually is 'other.' Well, the 'other' community has a lot of people in it."  Asian-Americans have higher incomes, on average, and they prefer buying new homes!

Reaching-out via co-op agents is one strategy; another idea is adding tradigital marketing tools and GO Interactive! CPS' interactive touchscreen system, SalesTouch, offers the ability to display a multilingual presentation.  Put a button on the presentation's "main layer" and offer, if you're in Chicago:  English, Polish and Greek -- or, if you're selling in Southern California:  English, Armenian and Korean. 

An interactive presentation also provides a great way to drill down into the surrounding neighborhood so your buyers know that your location meets their needs.  Highlight schools, restaurants, shopping areas that appeal to your diverse clientele.  Let them know they're Close to Everything that is important in their home search. 

Co-op agent teams, tradigital: great ways to speak your buyer's language and gain that competitive edge!

Where are you? Employee-Focused Sales vs. Leave Me Alone, I'm Shopping

Thought provoking article in a Wall Street Journal article regarding retail marketing; you can view it here.

The author, Elizabeth Holmes, describes a new shopping paradigm for Clinique, as an example of the changes underway in retail.  Most women can relate to "old school" cosmetic shopping: almost everything was behind glass and available only with a salesperson's assistance.  Prices were invisible.  Product demos were generally limited to those provided by a Clinique consultant.

Open Selling: your buyers are actively engaged with your product!

Now, Clinique is moving to an "open sell" environment.  Items are out front and available for testing.  One-on-one selling is going away -- and it's not because Clinique is trying to economize.  They're also adding "experiential" components such as iPads and other self-service capabilities.

"Open selling" recognizes shoppers want to shop in different ways.  And, Clinique reports the new strategy has increased sales in many locations -- some in the double-digits. 

How does your sales/leasing office respond to the desire to "shop in different ways"?  In previous blogs, we've talked about "narrowcasting" -- the opposite of traditional news and information broadcasting as the seller allows prospects to determine what they want to view in order to influence the purchase decision.

Interactive touchscreens hit both of these points -- shoppers can "pull" information of interest and shop at their own speed.  Want to find out about local schools?  The information is there!  Interested in the local arts scene?  That's available, too!  Over 55 and want to shop in a quiet location at your own speed?  Try our bar height touchpads!

Store Design: Maximize Shopper Experience and Sales, too!

We've talked about how much we read: newspapers, magazines, blogs, you name it -- keeping in touch with technology and trends so our software products and services meet today's business objectives and maximize their customer's experience.  From construction scheduling to sales management to interactive presentations..that's what we're trying to accomplish.

One aspect of technology that doesn't always get talked about is design -- the "behind the scenes" aspect of a piece of hardware or application.  Today's Wall Street Journal has an intriguing headline: 

Forget B-School, D-School is Hot!

 

The article goes on to talk about the "murky, problem-solving concept known as "design thinking."

QuikLine: Maximizing Shopper Experience and..Sales, as well!

Today, when folks mention design, they're not necessarily focused on traditional design -- or what we might think of as architectural or fashion design.  Today's design thinking is centered around observing people in order to evaluate processes.  That's where Apple has been so successful in capturing "new" design thinking: who knew how much we'd appreciate an iPad? Apple's designers do far more than draw iPad shapes; they consider an environment and suggest technology to satisfy generally unresolved (perhaps unknown) needs.

CPS' QuikLine moves into this new design paradigm with line (or queue) management.  Designers evaluate the habits of shoppers waiting in line.  We've all been there: the "wrong" line!  How can technology improve the shopping experience and, where possible, enhance the sales process as well?

It's been said that today's competitive retail environment is pushing the envelope to enhance the last stage of the purchase process: the checkout line.  Here's where "new" design resides!

No one likes waiting unnecessarily (so reducing "wait time" is a winner for both shopper and retailer!) but there are other components associated with improving the "last transaction" that designers have pointed out after studying shoppers: decreasing the number of "walk-aways", adding one or more "impulse buy" locations, and adding randomness to reduce register "no counts."

CPS' QuikLine was developed to provide several unique components to automated queue management: use of over-the-counter hardware (monitor, controllers, sound), integration with third-party applications (think: cash registers so QuikLine recognizes when a cashier is free), multimedia reminders (monitor, voice and display lights) and the ability to display  promotional video and messaging. 

Design initiated the thinking, technology delivered the solution!