Unless you’ve been hiding under a rock, there’s no doubt you’ve read or personally experienced the impact artificial intelligence has on sales. However, AI is only one of several advancing technologies influencing the sales process and how customers buy. Immersive technology is one of the fastest-advancing technologies, and although its application may be less widespread than AI, its uses and benefits are just as powerful.
One of my clients, for example, recently launched a new initiative to attract customers.
They developed a virtual reality (VR) headset to give prospective customers a virtual tour of the design and layout they are considering before buying.
Their idea was simple: New potential customers often have many questions about layout, construction and customization. Typically, the process involves sending a series of designs and documents back and forth between the team and the prospective customers to reach a final, agreed-upon layout.
This process was cumbersome and only gave the prospective customer a one-dimensional view of the final layout. To differentiate from their competition, my client partnered with a firm that designed a virtual reality headset for them. The headset contains technology that allows prospective customers to walk through their home, unit or building in a virtual environment before they buy.
Further, the software allows for full customization of the design, so changes or additional features the customer desires can be part of the experience.
In this example, virtual reality provides an entirely virtual environment. However, there is another option, called augmented reality, in which the environment is real yet has been enhanced or augmented in some way. The opportunities to incorporate either or both immersive reality technologies are growing.
For example, if you recently purchased a pair of shoes from Amazon, you may have noticed a new feature. Amazon allows you to point your phone camera at your feet and view what the shoes look like on your feet as if you’re wearing them. This is a great example of augmented reality.
The benefit of using immersive reality extends beyond the experience for your prospective customers. You can incorporate your branding as part of the experience, giving you an edge over competitors who may not yet have adopted this type of technology and help you differentiate your company in the buying experience.
Here are examples of how AR and VR can enhance your prospect’s buying experience:
- Offering remote demonstrations using AR or VR for prospective customers
- Providing demonstrations with AR or VR for prospects at trade shows or events
- Enabling customers to search for (and find) your store or locations using AR
- Adding AR gamification for customers who can earn points to spend with your company
- Using AR or VR as part of an online shopping experience to test out your products
- Use VR or AR to provide potential customers with a tour of your facility
As with any technology, there are some things to consider before diving in. For example, the availability of VR headsets in the marketplace may raise concerns about data privacy. Additionally, like any technology, data storage will need to be considered.
Although rare, some immersive technologies have also been known to cause potential sensory impacts, which is not the best first impression for a potential customer. Immersive technology can also be expensive at this point, so weighing the benefits versus outcomes is also something to consider.
But here’s something else you’ll want to consider. Could prospective customers be willing to pay you a premium for your product or service because of the fully immersive experience you can provide them before they invest? After all, you’re giving them a chance to fully experience what you’re selling before they make an investment, reducing their risk of buyer remorse and the need to revise or rework their investment.
If you’ve been eager to adopt AI as part of your sales process, don’t forget other technologies can be just as exciting and impactful on your sales process and business.
As with any technology, however, the longer you wait to investigate its impact, the less likely you’ll gain a competitive advantage because of its use.
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