Americans want to do more and buy less, according to several recent studies. The question is how can you turn that into a competitive advantage and win more business?

Nearly half of Americans are spending less money online and in stores, and more time with family, friends, hobbies and excursions, according to a recent New York Times/CBS poll.

In addition, a recent Department of Labor study reveals consumers are now spending less time buying goods and services and more time engaged in “organizational, civic and religious activities.”

Recent cultural trends seem to reinforce the same thinking:

• Museum attendance declined steadily from 2002 to 2008, but bounced back last year
• Movie receipts were up 5% in 2009 after a couple of disappointing years, and, most notably,
• Product sales dipped at Disney during 2009, but the company’s theme parks enjoyed a 3% increase in the final quarter of the year.

What does it all mean for Sales?

All the statistical evidence points to a developing trend: If salespeople want to gain a significant edge over competitors, they must now consider how to market the experience of doing business with their company, rather than just the features and benefits of their products and services.

The more successful salespeople are at making that connection, the more buyers are likely to view doing business with their company as a worthwhile investment, instead of an added expense.

Some questions to consider:

• Can you offer buyer incentives that allow buyers to “experience” more (e.g., discounts on trips, memberships, gas, tickets to sporting events or concerts)?
• How can your products and services help prospects achieve their own personal goals (career advancement, early retirement, etc.)?
• How can your offer help them achieve praise and recognition from their peers?
• Why does doing business with your company create a positive experience from a civic or philanthropic perspective (e.g., Does your company contribute to charitable causes?)?
• Are you focusing on what your products and services can help prospects achieve, rather than presenting a list of features?

Do you agree that this is something salespeople should be doing? If so, what are some ways you recommend they do it? Let us know in the Comments Box below.

Source: “Americans Doing More, Buying Less, a Poll Finds,” by Damien Cave, 1/3/2010

Tags: marketing, poll, products, rends, research, sales, survey