Demassification to personalisation:

Have you ever heard someone say "I want what he/she has?" , probably yes, but I guarantee not recently. The world we live in today doesn't want what others have, we want better than what they have and also we want it to be unique to be a handful of people that has the same thing.

Each and every one of us in a way strives to be unique or feel unique, then why not create more products that is solely based on the needs of the consumer to provide them with a chance to at least then own something that is unique to their liking or themselves??

Mass markets are in a decline, because there is unlimited choices, consumers are seeking more exclusivity, meaning that they want products that are special just to them.

A consumers demand for exclusivity is fuelled by an infinitely fragmented and diverse media and marketing infrastructures, this has caused a demand because of the internet and mobile commerce opening doors to delivering unique services and products worldwide.

It is important for companies to either pick a niche or if you have a massive company with multiple product offerings, de-massify by segmenting into different niches. Ensure to differentiate and create an awesome experience for each niche.

Even through sales we see a change of market, we now focus on personal selling where you spend one-on-one time with your customer, they want to build relationships and feel that they also are special.

We all see this change coming, act on it now.

How to benefit sales:

Through personal selling you are able to gather better market insight into customer habits, get a feel of what they want from a certain product or service. With this you can adapt your selling technique to better fit the needs and wants of each individual consumer to ensure you provide them with the most positive experience, this also enables you to adapt to a change of behaviour immediately rather than going back and do your homework first and by the time you return, someone else has approached your consumer.

You also don't need a lot of different adverts to reach certain target markets, with personal selling you are able to target a specific market or consumer and provide them with the information they are interested in, this also doesn't cost you money, just a little research.

When you have more customized products you are able to cater at a higher price to each individual consumer, as they are willing to pay more for that exclusivity, that's why personal selling can target those specific needs and present the consumer with a product or service that is unique to just them, making them feel special and building personal, loyal relationships with them.

This just means that with today's ever changing world demand, you have to be able to adapt quickly even before change has begun, so be proactive and the route now, is more personalised products and way of selling. Give the customers what they want and you will survive.