BOSTON, Aug. 15 /PRNewswire/ -- The Yankee Group has introduced new research that indicates companies lavish far too much attention on the mechanical side of selling - processing the transaction - to the detriment of where the sale is really created: influencing the customer. The study, "Taxonomy of Selling in a Multichannel World," underscores that the roadmap for successful selling is to create an optimal balance of online and offline selling strategies. Consequently, selling on the Internet must integrate and enhance traditional sales channels. ( Photo: http://www.newscom.com/cgi-bin/prnh/20000609/YANKEELOGO ) There are a variety of solutions available that address selling - from traditional CRM solutions that include sales force automation functionality, to self-service, sell-side solutions on the Internet. As a result, The Yankee Group has identified seven software categories that are necessary to successfully sell in a multichannel world. These categories not only help companies transact on the Internet, but also illustrate how to influence and guide the potential customer, partner, or salesperson in a virtual and traditional environment. Companies Devote Too Much Attention to Mechanical Side of Selling on the Net "The fading allure of pure dot-com business models has made clear that, for most companies at least, multichannel solutions are most appropriate. In other words, selling on the Internet must also integrate and enhance the more traditional selling channels as well," said Chris Selland, vice president for The Yankee Group's Customer Relationship Management Strategies and E-Sourcing Strategies Planning Services. "Also, the increased power of the customer and the availability of alternatives makes influencing the customer equally, if not more, important." The Internet has enabled a whole new generation of software that is now at the core of successful selling and extends collaboration beyond company boundaries. However, choosing the right combination of best-of-breed software or suites is still a daunting task for all businesses. Yet, in order to create an effective e-commerce channel for selling complex products and services along with automating the multifaceted selling activities within traditional direct and indirect selling channels, a company will need a combination of technologies. "The emerging opportunity we see is the need for a unified platform for the entire range of selling processes across all selling channels to provide a complete view of the customer's behavior and transaction patterns," said Sheryl Kingstone, program manager of The Yankee Group's Customer Relationship Management Strategies Planning Service. "The problem today is that no single vendor provides either the full range of application or platform capabilities to build such a system." The Yankee Group will discuss the new research regarding how to bring solutions together to create a successful multichannel selling environment at its upcoming Digital Customer Loyalty conference on August 21-22, 2000 at the Ritz-Carlton in Boston, Massachusetts. The conference will also address how these new technologies will enhance a company's business strategy in order to realize the true potential of CRM and reap the benefits of interacting with customers either assisted or unassisted - with the end goal of attracting and converting the customers into repeat buyers. About The Yankee Group The Yankee Group is an internationally recognized leader in technology research and strategic consulting, whose broad-reaching analysis encompasses all areas essential to e-business success: the Internet, electronic commerce, communications, wireless/mobile, computing, and enterprise applications. The Yankee Group specializes in assisting companies with their e-business, enterprise networking, and Internet technology and electronic market initiatives while maintaining synergy with their overall business strategies. The Yankee Group continues to distinguish itself by providing personalized one-to-one analysis and planning assistance to its customers. For additional information regarding The Yankee Group and the services we offer, please visit our Web site at www.yankeegroup.com.
SOURCE Yankee Group