Truly the best way to learn is by doing. However, if you're the kind of person who likes to research before beginning, then this article is for you.
Introduction:
Live selling has emerged as a revolutionary retail concept, blending real-time interaction with the convenience of online shopping. It offers a dynamic platform for sellers and brands to showcase their products, answer queries, and interact directly with consumers. However, conducting a successful live selling session requires strategic planning, effective communication, and a deep understanding of the audience. This article provides practical strategies for optimizing live selling sessions and enhancing consumer engagement.
1. Understand Your Audience:
Before hosting a live selling session, it’s crucial to understand the preferences, needs, and behaviors of your target audience. Conduct market research to identify the products your audience is interested in, their preferred platforms, and their interaction patterns. Tailoring your session to your audience’s preferences increases engagement and conversion rates.
HOT TIP: Market research doesn't have to be spreadsheets and graphs. Instead, sign up for some platforms and start watching other people's streams. Check out what categories are popular on each platform. What are people buying within those categories? Perhaps selling comic books on Whatnot or gemstones on Facebook Live are too over-saturated for newer sellers. Can you do another category instead? If not, what can you sell within these categories to set yourself apart? There are sub-niches within niches. Signed comic books or intricate stone carvings for example.
2. Choose the Right Platform:
Select a platform that aligns with your brand and audience. Platforms like Instagram Live, Facebook Live, and specialized apps like Whatnot offer different features and reach diverse audiences. Consider the platform’s user interface, interaction features, and audience demographics when making your selection.
HOT TIP: The way both users and sellers interact with each platform is going to be different. You can use this to your advantage. For example, are you trying to break into a saturated category on Whatnot? Keep an eye out for times of day when you would be competing with fewer streams. Sure, maybe starting at midnight is not ideal. But if you start late, grow an audience, and slowly shift the stream earlier and earlier, some of that audience will stick with you which gives you a chance to grow.
Some examples of live selling platforms.
3. Plan and Promote:
Plan your live selling session meticulously. Decide on the products to showcase, the session’s flow, and the key talking points. Promote your session across social media, email newsletters, and other channels to attract viewers. Providing teasers and exclusive content can create anticipation and attract a larger audience.
HOT TIP: For most live selling platforms, the audience has certain expectations. They expect you to lay out your items so that you can do a "scan." They expect you to know the prices when they ask. They expect you to either make a streaming schedule (you can always change it later) or give them a general idea of when you might be on next. The more you prepare, the better and easier the stream will be, and the more likely people will come back again.
4. Engage with the Audience:
Interaction is the essence of live selling. Encourage viewers to ask questions, share their opinions, and participate in polls or quizzes. Respond to comments and inquiries promptly and maintain a positive and enthusiastic tone. Engaging with the audience builds a sense of community and enhances the overall experience.
HOT TIP: Nothing is worse than a seller with absolutely nothing to say. Frankly, it's boring to watch. No matter how compelling your items are, remember that they're also here for a show. The most important thing is being able to talk about your items. If you don't know much about them, research them. If research doesn't help, learn to comment on the things the audience might appreciate (the color, the age, the shape, literally anything about them that might be interesting). The second most important thing is being able to talk to your audience. Do your best to fill dead air. Greet new viewers. Talk about your day. Ask the audience about theirs. A viewer who hops in your stream might give you 5-10 seconds to convince them to continue watching. More often than not, they will leave if nothing is happening and no one is saying anything. So say something.
5. Leverage Visuals and Demonstrations:
Use high-quality visuals and live demonstrations to showcase your products effectively. Highlight the features, benefits, and usage of the products. Visuals and demonstrations provide transparency and allow consumers to make informed purchasing decisions.
HOT TIP: Don't lie about the details of your items. Nobody wants to feel like they've been scammed. If you have a vintage watch for sale and it has some scratches then be upfront about it. Tell the audience and show them what they're buying while also explaining why it looks the way it looks. There shouldn't be any surprises about their purchase, or else you will end up with some unhappy customers.
6. Offer Exclusive Deals:
Provide exclusive deals, discounts, or gifts to viewers during the live selling session. Limited-time offers create a sense of urgency and encourage instant purchasing decisions, leading to higher conversion rates.
HOT TIP: Certain platforms have features like this built in. For example, Whatnot has the ability to do giveaways. If a platform does not offer this, get creative. Grab a bowl. For every person who makes a purchase, they get their name added to the bowl. At the end of the stream, pick a name. That person gets a bonus item in their package. This is a cheap and easy way to offer something enticing without breaking the bank. People love freebies.
7. Manage Technical Aspects:
Ensure a smooth and glitch-free session by managing the technical aspects effectively. Test your equipment, internet connection, and platform features beforehand. If possible, have a support team ready to address any technical issues during the session.
HOT TIP: Look, this isn't easy. Yes, you can just pick up your camera phone and start streaming. But that will probably result in a low quality stream no one will want to stick around and watch. Your shaky camera, bad wifi, and lack of knowledge about how to use the platform you're streaming from does not lead to success long term. Also, while not possible for everyone, doing these streams can be significantly easier if you have help. Splitting the work means splitting the stress. If you have a friend, family member, or spouse who can assist, it can make for a smoother experience for everyone.
8. Follow Up and Analyze:
After the session, follow up with the viewers and attendees through thank-you messages, surveys, or exclusive content. Analyze the session’s performance, including engagement rates, conversion rates, and feedback, to refine your strategy for future sessions.
HOT TIP: Perhaps an audience member will join your stream and ask if you have X item. If you don't have it but are able to acquire it, offer to take down their username and send them a message once you have it. If another audience member was exceptionally talkative in the chat, send them a message of thanks after the show for spending their valuable time with you. These little things can do wonders for building and maintaining a long term audience that wants to support you.
Conclusion:
Live selling is a powerful tool for sellers to connect with consumers in a meaningful way. By understanding the audience, choosing the right platform, planning effectively, engaging with viewers, leveraging visuals, offering exclusive deals, managing technicalities, and analyzing performance, sellers can optimize their live selling sessions and elevate the consumer experience. These strategies are pivotal in building relationships, enhancing brand loyalty, and driving sales in the competitive and ever-evolving retail landscape.
