Selling in the Zero Moment of Truth (ZMOT)
Zero Moment of Truth (ZMOT) is about being there whenever and wherever your client might be receptive to your message. It used to be far less complicated to be in sales, especially in the promotional products industry. If you had the relationship, you were the clients' resource. Your marketing primarily consisted of sending a catalog to your clients a few times a year, along with a few visits via phone or in person.
Catalogs and client visits remain critically important, but there are so many more touch points in the purchasing decision.
The ZMOT happens in real time. It happens online and offline. It happens when your customers have a need they want to satisfy. ZMOT is iterative and non-linear.
ZMOT is not my concept, it is a concept brought forth by Google, and well worth your time to read about to evolve your sales and marketing tactics for selling in the ZMOT. Google offers a great book, which offers great insights.
I will be presenting a one-hour session on Monday Jan. 11 at 8 a.m. at PPAI Expo, and Jan. 28 at SAAGNY Winter Showcase.
My presentation will focus on ZMOT in the promotional products industry and how distributors and suppliers need to reach customers whenever and wherever they are. If you can’t make it, be sure to download the ZMOT book and learn all you can about ZMOT. It’s a critical concept for your business and also to help your clients.