Christian Leborg
The finish line is in sight

The point of (no) sale

The point of sale defines an area in a store but also a position in the buying process.

What is the point of sale?  The point of sale defines the actions of both seller and buyer to finalise the sale/buying cycle. Going into the final steps of the buying cycle means that there is still time and room to adjust the offer, increase the scope, or question the premise for the transaction.

Why put so much emphasis on the point of sale? Through the process of researching, evaluating and deciding on a specific product, the customer has learned a lot that may come together at the point of sale. Entrepreneurs should consider the last stretch of the sales process as one of the most important considering the activities and environment that defines the brand.

How to create a good point of sale experience?Entrepreneurs as providers of a service should think through all activities, meeting points and deliveries during the point of sale. A good online "point of sale" give the customer the possibility to revise the cart content, defines delivery and proceed to payment.

“Buyers no longer need salespeople to show up and provide information." – John Jantsch

When 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?

Herb Sorenson (2009) Inside the Mind of the Shopper
Christian Leborg

Christian Leborg

Christian Leborg is a visual communicator and branding consultant. He specialises in building brand strategies and brand identities. Christian has worked with several specializations within visual communication as well as teaching and being an author. Christian now works on his third stint as an entrepreneur.