The Bionic Customer

April 18th, 2010 by

By Pat Hinds

When I was kid I used to watch a show called The Six Million Dollar Man; listed below are the details of the show for those readers who have never seen it.

The background story of the original novel and the later series is the crash of former astronaut Steve Austin in a “lifting body” craft, shown in the opening credits of the show (the lifting body craft mostly shown was a Northrop M2-F2, however in the episode “The Deadly Replay”, a Northrop HL-10, identified as such in dialog, was used). Austin is severely injured in the crash and is “rebuilt” in a title-giving operation that costs six million dollars. His right arm, both legs and the left eye are replaced by “bionic” implants that enhance his strength, speed and vision far above human norms: he can run at speeds of 60 miles per hour (100 km/h), and his eye has a 20:1 zoom lens and infrared capabilities. He uses his enhanced abilities to work for the OSI (Office of Scientific Intelligence) as a secret agent (and as a guinea pig for bionics).

The driver behind sales 2.0 is based on customers buying habits are changing due to the access of information from the internet and the super charged word-of-mouth brought on by social networking. When I speak with more aged presidents and sales and marketing managers they don’t always agree with the impact technology is having on the customer buying process. I am a lucky man and I have two wonderful kids that are in their teens; as a result I get to pay for cell phones bills. Listed below is a quick summary of one month’s usage direct from the OSI (Office of Scientific Intelligence); it is an example how we no longer have one six million dollar man, every customer born in the digital age with access to cell phones and the internet are now considered bionic:

Oldest Child (fully bionic)
– Total minutes used 4,600
– Total Text – 3500
– Total Data – 76MB

Youngest Child (one her way to being bionic)
– Total minutes used 1400
– Total Text – 2500
– Total Data – 10.5MB

My Usage (walks with a limp)
– Total minutes used 250
– Total Text – 25
– Total Data – 1MB

If companies do not adjust sales and marketing to compensate for the amount of information consumed, and the speed it is consumed at by bionic customers, you will be left behind.

Topics: Sales Consulting