When the coronavirus pandemic first hit, telecommunications companies prepared for an uptick in internet use. While they were right to ready themselves, there’s been an even larger surge toward a more time-honored device: the classic telephone.
Indeed, the number of daily phone calls U.S. carrier Verizon handles has risen to 800 million — the same as on a typical Mother’s Day, when phone lines are at their busiest. That’s a 33 percent increase over last year, compared to the 25 percent growth in internet traffic.
While some have declared this a “comeback” for the “humble” phone call, the simple truth is that the phone never really went away. While we may use messaging apps and video calls to navigate much of our personal lives, savvy leaders know the power of the phone call in a business environment. Now, as people spend even more time talking rather than tapping on their phones, the power of voice will become even more important — particularly as a means of increasing sales.
Raise Your Voice, Win the Sale
For a robust 21st century sales strategy, you need to go omnichannel. Maintaining your social media presence and content marketing strategy online can lead to great inbound results, yet for making the pitch and closing the deal directly, you simply can’t beat a one-to-one conversation.
Getting a prospect on the line and talking to them directly matters. It’s the ability to deliver the pitch with the right content, cadence, and care for your future clients’ needs that makes a voice call so effective. It’s not just salespeople who prefer a call — 92 percent of all customer interactions happen over the phone. Simply put, that direct human connection creates the right environment to establish trust.
That’s not to say sales is easy. Your salespeople need to have the conviction to promote your product in a clear, persuasive way, knowing when to utilize your other marketing resources when needed to win over leads. Emphasizing phone calls as part of a holistic sales and marketing strategy gives your employees the tools they need to develop their voice — literally.
The emphasis on direct, clear communication goes above the bottom line. As a whole, companies lose over US$37 billion each year due to poor communication. Helping your employees gain a better understanding of effective telephone conversation improves not only sales, but internal communications as well — in a way that video conferencing simply can’t match.
The Problem With Zoom
Predictions about the seamless, unstoppable climb of videoconferencing have been a mixed bag in practice. In the early weeks of March 2020, videoconferencing apps experienced a 90 percent surge in demand on the app store. These numbers have declined over time, as the entire workforce takes part in the global remote experiment.
The results? Serious security and privacy concerns aside, many people have simply become tired of video calls. Remote employees and friends looking to reconnect have all noted a type of fatigue that comes with meeting remotely, one that’s been the topic of scientific scrutiny.
The results of these studies find that the visual stimulation provided by video calling apps is at odds with our brain’s desire to actually be present with another person we can see. Simply put — eye contact through a webcam just doesn’t feel real and ends up being a distraction from the content of the conversation.
That’s not to say that video calling doesn’t have its place. There are times when live streaming helps to show off a product, or when you’ll just want to see everyone’s face on a conference call. Yet the fatigue noted by researchers can be extremely limiting for your sales strategy. The last thing you want a salesperson to feel is exhausted or disconnected from their prospect due to the alienating nature of a video call.
Old-school phone calls allow both salespeople and prospects to focus on the content of the message — not the pixelated face on their screen. It opens up an avenue for conversation without the likelihood of technical issues endemic to video applications.
Sales Calls in a Socially Distanced Age
Since the start of the global lockdowns in March, nearly every worker has seen a major shift in the way they conduct business. Salespeople are receiving an overwhelming portion of these changes, due to the very nature of their jobs.
Business lunches, in-house meetings, cross-country travel to make a sales pitch — so much of what your sales team does has historically relied on face-to-face conversation. Obviously, phone sales calls are nothing new. What has changed is their importance to your bottom line — and their surprising effectiveness in the face of all this change.
Preliminary research on the effects of COVID-19 have found that nearly half of all workers with jobs prior to the pandemic are now working remotely. That’s an incredible shift given that the previous number for remote workers was roughly 15 percent. With those kinds of numbers, companies face an obvious yet unprecedented reality: remote work may simply be the new norm.
As mentioned earlier, these changes have brought with them an emphasis on new technologies. Video calls, chatbots, and a focus on social media can all bring your company into the digital age more effectively, particularly when it comes to inbound marketing. At some point, however, your biggest customers are going to want to get to know you and your employees personally, in a way a tweet or a chatbot simply can’t satisfy.
This is where the phone call can truly shine. Instead of having your best customers email you with concerns, company leaders can now offer a dedicated phone number that’s exclusive to the clients they value most. This sort of offer is based on the Pareto Principle, which states that 80 percent of your results come from 20 percent of your customers.
VoIP technology and other tools that help your employees stay connected can significantly boost your sales results. Just having the ability to stay in touch with customers from wherever your employees are helps lead to better, more frequent engagement — and thus, higher sales.
It’s not just outbound calls that are becoming a more notable presence in the work from home space. While remote work brings numerous benefits, the distance felt between your employees can reduce creativity and idea generation. We rely on that real-time communication between employees to spur the kind of new ways of thinking essential to improving current business practices.
In the sales department, this means restrategizing, rethinking, and redeploying once new methods are in place and ready to be tested. Your best salespeople should consistently strive to help out those who may struggle a bit more or need further coaching. Since the sales themselves happen on the phone, so too should the level of instruction.
Finally, don’t be afraid to invest more funds into the technology your employees use. Consider the savings you’ll be able to free up by having a less-mobile, more phone-focused sales team. It will take some time to adapt to this new approach, just like with most business processes in our new remote era. However, the investment in infrastructure can pay dividends as your company grows.
Omnichannel With a Phone-First Approach
If you’d like to test how a phone-first sales strategy can improve your marketing, start by taking a look at your current CTAs on inbound marketing materials. Where do they lead? If you’re seeing great results by getting in touch via email or chatbot, great. If you think there’s room to improve, however, it may be time to run an A/B test.
Have some of your prospective buyers fill out an email form while the rest are prompted to call or schedule a call to get more information. Put your expectations aside and focus on looking at the data. At the end of the test, collect the results and compare them against the historical model.
You and your sales team are results oriented. You may find that leads in one region prefer to go at their own pace, while in others an early phone call leads to a stronger chance of success. Remember — just because a prospect is browsing your company profile on social media doesn’t mean they’ll never want to get in touch. A bit of prompting to make the call might be all they’re looking for.
If you don’t have a phone-first sales strategy in place already, it’s likely time to start building one. Remember that there’s a limit to how much change employees, clients, and prospects can handle without feeling ill-at-ease. Your team has likely seen changes beyond anything they expected in their lifetimes happening in the span of a few short months.
We’re working from home, staying socially distanced, and wondering what the future might hold. With so much change happening all at once — good and bad — relying on time-tested, effective, communication methods like the telephone call gives a sense of control and familiarity needed in today’s hyperconnected yet socially isolated business environment.
3dcart Helps Online Businesses Expand with Globalshopex’s Free…
“We see GlobalShopex as a valuable solution for online business owners to expand into international sales without drastically increasing their expenses or workload.” — Gonzalo Gil, 3dcart CEO
TAMARAC, Fla. (PRWEB) August 12, 2020
3dcart, a leading eCommerce software provider, announced today that they are partnering up with GlobalShopex for an easy-to-integrate international checkout system. The new system comprises a logistics solution for US-based online retail operators, providing cost-effective solutions for retailers to enter the international eCommerce market. GlobalShopex integrations allow international customers to seamlessly check out and ship worldwide.
GlobalShopex handles everything from fraud screening to duties and tax calculation. By consolidating shipments and optimizing couriers based on region and country, GlobalShopex is able to offer the lowest shipping rates. In addition, GlobalShopex accepts international credit cards and local payment forms, identifies international restrictions and country rules and regulations, provides multi-language customer support, and handles returns.
“We are thrilled to partner with 3dcart. GlobalShopex always offers all of its extensions free of charge allowing merchants to start selling internationally to over 200 countries and territories quickly, easily and with no risk. 3dcart merchants will be able to increase cross-border conversions and international sales by taking advantage of GlobalShopex features which enable international customers to shop in their home currency, pay all duties and taxes up front, while utilizing their favored payment methods,” added Raimundo Martinez, GlobalShopex CEO.
“At 3dcart, we’re always looking for the best tools to give online merchants an advantage,” said Gonzalo Gil, 3dcart CEO. “We see GlobalShopex as a valuable solution for online business owners to expand into international sales without drastically increasing their expenses or workload.”
GlobalShopex features include: Localized checkout experience for international customers buying from US businesses, currency conversion, total landed costs, international payment processing, customs clearance and brokerage, global shipping with tracking, reverse logistics/returns and fraud screening, and international customer support.
For more information about 3dcart’s partnership with GlobalShopex, request a demo here.
GlobalShopex is committed to growing as a leader in the international eCommerce and logistics industry by offering and optimizing international eCommerce solutions for USA retailers. Our passion is to enable merchants to expand internationally with ease and to grow their international sales. GlobalShopex was born out of eShopex, an established international freight forwarding company that opened doors in 1999. Currently, hundreds of USA merchants work with GlobalShopex as their international solutions provider.
3dcart (https://www.3dcart.com), located in Tamarac, Florida, is the most SEO-friendly eCommerce platform for retailers and internet marketers to grow their online stores’ traffic and sales. 3dcart includes 24×7 Technical Support, 100+ Mobile-Ready Themes, order management software, built-in blog, email marketing tools and more. Since 1997, the company has been a leader in the eCommerce market, building online stores for businesses of all sizes. Today, 3dcart is Visa PCI Certified and a Google Partner.
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Share Customer Data Anonymously to Combat Fraud
Ecommerce fraud prevention depends on good data. That data can come from payment card providers, credit bureaus, address listings, and, more recently, other merchants.
A few years ago, a shoplifter stole products at a D&B Supply store in Caldwell, Idaho. Then a couple of days later, he robbed the chain’s store in Meridian, Idaho, some 20 miles away. The retailer’s vice president of operations notified several of the other large retailers in the area, sharing surveillance images of the thief and details of each crime.
The local Fred Meyer grocery store was hit next. It shared what it learned, and before long, a network of retailers was able to provide police with a complete picture of the crook, including the make of this car and a license plate number. An arrest followed.
In this example, a few stores shared information about a criminal and, by so doing, helped to protect their local community. What if ecommerce merchants could also share customer actions and, thereby, reduce the risk of ecommerce fraud?
“One of the things I have realized working in this domain for so many years … is the advantages and disadvantages of artificial intelligence and machine learning and, also, the reliance on having good data sources,” said Uri Arad, vice president of product and research and co-founder of Identiq, which provides a peer-to-peer trust network for retailers and other consumer-facing businesses.
That so much of modern ecommerce fraud prevention is dependent on data and patterns of data “is especially important when you have to manage risk against an unknown,” Arad said. “An unknown may be a user that you haven’t seen before, a credit card that you haven’t seen before, or a significant change in behavior. So all of those things introduce new patterns and new data.”
“Combined with the increasing sophistication on the side of the bad guys … telling good from bad is becoming a harder problem to solve,” Arad continued.
Solving this problem is important because trusted transactions are a linchpin of ecommerce retailing.
The customer has to trust that the merchant has accurately described and presented the product and that the company will ship that product as promised.
The merchant has to trust that the customer is a genuine buyer presenting his own payment card information and not planning fraud.
Many merchants use fraud prevention tools to sort out safe and trustworthy transactions from questionable ones.
When a mid-sized or enterprise ecommerce business encounters a new customer, a customer whose information has changed, or a shopper exhibiting new behaviors, that merchant will often introduce friction into the transaction.
This friction may take one or many forms. Some of these steps will be invisible to customers. Others will impact the shopping experience or even kill the transaction.
For example, many automated fraud-prevention tools will respond to the sorts of unknowns Arad described in one of three ways.
- Decline the transaction.
- Hold the transaction.
- Flag the transaction.
In the two latter cases — hold or flag — someone at the merchant will take manual action, such as reviewing the order or calling the customer to verify.
But the first case — declining the transaction — may be the most damaging when it is wrong, as the merchant would be turning away a real, trustworthy customer. It’s called a “false positive.”
“False positives are a result of the inability to properly quantify the level of fraud risk in a transaction. The true results of false positives can be tough to measure, but lost sales are a direct impact,” wrote the authors of an ebook, “The Silent Sales Killer: False Positives,” from Kount, a leading fraud-prevention provider.
“Too often, false positives go unnoticed as online businesses perceive them as successfully thwarted fraud instead of foregone sales. Yet false positives harm online businesses financially in four fundamental ways,” the ebook continued.
- “Immediate revenue loss. Every order wrongly turned down is revenue not realized.”
- “Lost customer lifetime value. Lifetime customer value is the total profit anticipated from all future purchases by a customer. Legitimate customers who are wrongly rejected will often stop buying from that merchant permanently.”
- “Wasted acquisition spend.” All of your company’s marketing and advertising is wasted on a false positive.
- “Degraded brand image. In today’s connected world of social media and viral posts, one shopper’s experience with a false positive can suddenly reach thousands of customers and potential customers. While difficult to quantify, the impact of negative publicity is nonetheless real.”
Fraud prevention businesses take different approaches to address actual card-not-present fraud and avoid revenue-damaging false positives.
Many use artificial intelligence, which is software with algorithms and pattern recognition to accomplish a task that would usually require humans. But Identiq is noteworthy for its peer-to-peer approach.
When an Identiq member, a company with millions of customers, encounters a new buyer, it can ask other members on the network about their experience with the shopper, if any. This is done anonymously so that each individual’s privacy is protected in accordance with the General Data Protection Regulation in the European Union and the California Consumer Privacy Act.
The idea is that while a new customer may be unknown to a specific merchant, another retailer or a popular paid app has likely experienced that same shopper.
Just about every fraud prevention software provider and financial institution is trying to improve ecommerce fraud detection while avoiding false positives. As Arad said, in the end, it depends on the data. Thus sharing customer experiences could help all participating merchants.
Is Apple Entering the Payment Acceptance Business?
In July, Apple acquired Mobeewave, a relatively unknown payments-technology startup in Montreal, Canada for, reportedly, $100 million. For nine years, Mobeewave has been developing technology to convert conventional smartphones into payment-accepting devices without requiring additional hardware components.
What may seem to be just another acquisition for Apple could have broad implications for the payments industry.
Before digging into the Mobeewave acquisition and how it threatens the status quo enjoyed by Square and others, some background on mobile point-of-sale (mPOS) is useful.
The “Great Recession” of 2008 prompted many merchants and the entire payments industry to find a better way of serving customers.
Ecommerce had made huge gains by providing improved service, better prices, and unprecedented convenience. Brick-and-mortar stores had to react. One of the industry’s responses was mobile points of sale — the ability for merchants to leave the front checkout counter and accept credit and debit card payments throughout the store.
Around this time, Square, with its card reader that easily plugged into a smartphone’s headphone jack, made big strides. By allowing merchants to accept payments from anywhere, Square profoundly changed the payments industry. It wasn’t long before others, such as Clover, improved on Square’s offering with mPOS services that supported chip-and-PIN and contactless tap-to-pay.
Traditional acquirers and payment processors were slow to respond to this massive shift in the small-to-midsize business segment. Eventually, the leading processors either developed their own mobile point-of-sale products or partnered with one or more mPOS providers. This is where the industry stands today.
Evolution of mPOS
For all of the interesting use cases and convenience that mPOS provides, it does have one major fault: separate hardware is required. Merchants can accept card payments on their phones and tablets only if a card reader or a card-reading PIN-pad is connected either wirelessly via Bluetooth or physically with a dongle, cable, or plug.
Carrying and connecting a small card reader or a mini PIN-pad isn’t horrible, but it certainly reduces the convenience. All of this hardware must be charged, maintained, and secured. Worst of all, it’s often expensive.
Several startups — Mobeewave was foremost — understood that mPOS is more viable without all the cumbersome dongles, readers, and PIN-pad attachments.
Unfortunately for Mobeewave (but fortunate for the traditional players), the separate hardware was necessary. That’s because Visa, Mastercard, and the other card brands allowed mobile payment transactions only if the hardware was certified (for security) by organizations such as PCI Security Standards Council and EMVco.
And PCI and EMVco correctly understood that transmitting credit card details through a smartphone alone was not secure and, thus, could not be certified.
New Technology, Certifications
New technology and certification standards arose in roughly 2018 to overcome the security challenges of passing credit card data through smartphones. While the acronyms are seemingly impossible to decipher, the underlying benefits are clear.
- TEE (Trusted Execution Environment). An extremely secure area of memory in a smartphone that protects credit card details without the need for separate hardware. Mobeewave’s phone-only mPOS solution relies on TEE.
- EMVco. A private organization comprised of representatives from Visa, Mastercard, American Express, Discover, JCB, and China UnionPay. EMV is the acronym for Europay, Mastercard, and Visa — the founders and original members of EMVco. EMV creates and maintains rules and regulations for chip-and-PIN, contactless, and electronic payments.
- PCI SSC (Payment Card Industry Security Standards Council). The independent organization that works with EMVCo to create, maintain, test, and certify a wide range of electronic payment services, including mPOS.
- COTS (Commercial Off-the-shelf). A fancy way of saying “a smartphone or tablet that was purchased from a store,” as opposed to buying a traditional card reader and PIN-pad from a factory (typically operated by an acquirer).
- CPoC (Contactless Payments on a Commercial Off-the-shelf Device). A new standard and certification program from the Payment Card Industry Security Standards Council that outlines the rules for allowing tap-to-pay payments directly on smartphones with near field communication (NFC) capability. Mobeewave became a viable business as soon as this standard was released.
- SPoC (Software Payments on COTS). Similar to CPoC, this standard covers PIN entry directly on the phone wherein customers can type their PIN directly on the phone’s glass touchscreen.
The new technology and standards gave Mobeewave and a few other startups the opportunity they needed.
The startups recognized that attaching card-reading hardware and PIN-pads to phones is a burden for most merchants. Mobeewave solved the technical problem of attachment-free mPOS a long time ago. However, Mobeewave’s solution was never fully certified by PCI and EMV, thereby making the solution attractive but unusable except in demos and laboratories.
Once TEEs (secure areas of memory in the phone) became prevalent in modern smartphones — and as soon as PCI released the CPoC specifications — Mobeewave became a market-ready mPOS product.
Indeed, in October 2019, Samsung and Mobeewave announced a partnership and a service called Samsung POS, which allowed merchants to accept tap-to-pay payments on Samsung tablets and phones — without cables, dongles, or other hardware. The partnership, which was limited to Canadian merchants, generated more than 10,000 downloads of the Samsung POS app.
Square would have surely been aware of the Samsung POS pilot but likely didn’t feel threatened. Until now.
Apple Acquires Mobeewave
When Apple announced that it had acquired Mobeewave, a shockwave rippled through the payments industry. Suddenly, this small Canadian startup, with a compelling but poorly marketed mPOS product, could threaten established point-of-sale manufacturers, mPOS providers, and merchant acquirers.
- The proliferation of TEEs in Apple phones and tablets. Unlike Samsung and other Android phone manufacturers, Apple controls and builds the hardware and software that power its phones. Apple has the resources (financial and human) to build strong TEEs on its phones. Over time, the proliferation of Apple TEEs on Apple devices will presumably get better at handling, storing, and transmitting credit card data. Very few companies can secure an entire payments ecosystem. Apple can, and relatively easily.
- Worldwide popularity. Despite their hefty price tag, iPhones and iPads are popular worldwide. Apple can leverage the iPhones and iPads that many merchants are using or planning to purchase. Adding an out-of-the-box payments-accepting service along with a potential point-of-sale app would be simple for Apple now that it has acquired Mobeewave. An Apple POS or mPOS application would be another reason for merchants to buy Apple products.
- Marketing power. Traditional acquirers and providers of POS and mPOS systems do not have the marketing arsenal of Apple. With its seemingly unlimited marketing budget, Apple could out-spend other industry players — banks, processors, acquirers, and even hardware manufacturers (such as Ingenico and Verifone).
- Experience. Apple has invested heavily in payments-related products, notably Apple Pay and the relatively new Apple Card (a partnership with Goldman Sachs and Mastercard). The triumvirate of a payment product (Apple Pay), a payment card (Apple Card), and now, a payments-accepting app could push Apple to a leadership position in the payments industry. Many commentators feel that Apple has already achieved this status.
Companies that are likely threatened by Apple’s acquisition of Mobeewave include:
- Square and its competitors. Square, Clover, iZettle, ShopKeep, Lightspeed, and Shopify POS should feel threatened. If Apple offered a free or low-cost, feature-rich mPOS that works on iPhones and iPads without the external hardware attachments, one would expect many merchants to leave Square. Pricing, ease of use, security, and support will be the key differentiators among the competing services.
- Acquirers and payment processors, especially those acquirers that have partnered with mPOS providers such as Clover. Apple can use its power to reduce fees and improve merchant account services. Many merchants consider their processors and acquirers as necessary evils; many would leave if there were better alternatives. This is especially true for small-and-midsize businesses, which are Mobeewave’s primary target market.
- Point of sale manufacturers such as Ingenico and Verifone provide equipment for merchants of all sizes. Typically, acquirers and ISOs (independent sales organizations, also called merchant account providers) purchase PIN-pads and payment terminals from Verifone and Ingenico and then add custom software before renting or selling this equipment to merchants. Merchants that use iPhones, instead, are a threat to these hardware manufacturers.
- Peer-to-peer payment services such as PayPal, Venmo, and Square Cash. Apple could create its own P2P payment service using Mobeewave’s technology. Rather than using PayPal, Venmo, or Square Cash to send funds to a friend, consumers could use an iPhone to accept a quick credit-card tap-to-pay payment. This presumes Apple can overcome the challenge of interchange and credit card fees.
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