In theory, you can sell anything to anyone. But naturally it’s not as simple as that. Customers are well aware these days that they can get a similar (or in the case of products, perhaps identical) offer elsewhere. So it is often the sales experience which will differentiate you from your competitors and get you the sales – and that is shaped by the way you sell.
Understanding your customers’ purchasing journey is key to getting this right. Whatever they are interested in they may well start by finding something online, then window shop to compare prices and decide on the exact product they want to buy.
