Connections - Beating Sales Disasters Before They Happen
The CEA program, packed with plenty of double entendres and insouciance, is designed for young males (other product lines will be featured in future installments). It fills in fundamentals about products—even for an experienced user, which almost every clerk thinks he is when it comes to mobile phones today. But since the production is not product-specific, it still may leave holes in the understanding or motivation to sell specific devices.
And that underscores the dilemma that dealers will continue to face. As Verizon, AT&T, Sprint, Cingular, T-Mobile and others duke it out for the hearts and ears of mobile users, retailers and their young, hopefully eager, staffs will have to make sense of customer expectations. It's the same thing with even more complicated broadband bundles from Comcast, Cox, Charter, Verizon, SBC and other carriers who try to create retail presence on the shoulders of overwhelmed dealers.
One safeguard is simply to limit product line-up, avoiding the hurdles altogether. Of course, the opportunity and revenue prospects are just too great to ignore. A better solution is to demand stronger support from carriers and suppliers to enhance the shopping experience. This includes more focused training programs to strengthen the capabilities of front-line troops.