The needs of an entrepreneur
“Buyers no longer need salespeople to show up and provide information." – John JantschWhen should the "point of sale" appear? The point of sale is the moment when an online shopper is most likely to abandon the process because the total price is revealed, the terms of service need to be agreed upon and the type of delivery needs to be fixed. In a physical store, the point of sale is when you as an entrepreneur may enhance the brand experience by providing additional value through customer service or an increased offer. Who will experience the point of sale?The person that experiences the point of sale is the one who pays, who may not be the end user. Making the point of sale easy and pleasurable gives the buyer a positive brand impression. The point of sale is the point in time when your customer gets the final experience of the buying process, creating a lasting impression that is either good or bad. Where in the process will customers experience the point of sale? Since the point of sale is one of the last instances when the customer may decide on buying, salespeople should be extra sensitive to the customer’s feeling of having reached a point of no return. The point of sale constitutes relief; the customer has gone through many decisions and is now just anticipating the enjoyment of the product. This positive feeling makes it likely that the customer may accept an addition to the offer. As a consumer I can remember vividly the feeling of dread or euphoria at some points of sale for my purchases. How can we as entrepreneurs become more empathic towards this milestone in a shopping experience?