Selling professionally means obtaining the opportunities and advising the potential consumer or user with needs consistent with the offer so that they discover, accept and value the benefits that they will perceive by becoming the owner or user of them.
It also represents producing such vital results for the organization in a consistent and increasing manner over time.
Far from any miracle formula or recipe, which is suggested below, are aspects to be taken into account tailored to each organization, customer profile and market niche. After the reflection that this generates, the action that produces that the client perceives the values of the organization through its representatives and the benefit that he will receive from such relationship in the future will correspond.
To achieve these aspects, it is convenient to consider the following keys that will allow it to materialize:
- Having a good product or service. That which constitutes the most effective and efficient way of solving the problem or satisfying the need for which it was conceived. This includes not only its effectiveness and efficiency, but also its design, presentation and quality. Facilitate your possibility of purchase. Its price and payment conditions must be in clear harmony with the resources of the target niche and surpassing those of its competition, depending on each case. Develop a main and other accessory sales strategy, in such a way as to ensure the achievement of the results required periodically in the Marketing Plan. Build and lead a professional team of sales representatives. This implies: defining the ideal profile of representatives, recruiting, selecting, training and supervising them continuously and efficiently. The short-term vision of considering them as interchangeable pieces and not seeking their identification and roots in the company and its goals, causes a constant deterioration of the image before each contact they make. Designing the sales management control board itself. This will enable the sales team to systematically produce results and correct deviations and resolve contingencies that will arise, in a timely manner.
Productivity and business mix in any company, is what will arise from sales to existing customers and all new ones that are obtained through prospecting actions.
The registration of field actions should be objective and simple to carry out so that the maximum connection of its representatives with opportunities does not affect in time. It constitutes the basis of adequate planning and operational monitoring for timely decision-making in the event of deviations.
The entire company sells. When there are "autonomous fifths" that do not channel their effort towards the goals of the organization, they are wasting every day with their attitude, very valuable sales opportunities that unfortunately are not taken into account until the result of the period does not even meet the minimum expectations of the plan.
- Objectivity and humility in self-analysis. Two fundamental criteria that will allow the errors committed to be discovered in time and with permeability to correct them in a timely manner and prevent their occurrence in the future. This efficiently repeated action is the only thing that will contribute to improving one's management. Technological update and criteria for outsourcing services. Improvisation in the execution of these activities will have a significant impact on the results obtained. Therefore, it is highly recommended and necessary to constantly update technology and use criteria for outsourcing services for key aspects that are not possessed in sufficient quality and quantity in the organization.
The client will always be the true judge of all our actions towards him or her, and will determine the desired positioning and success to the extent that delight is achieved in a perceptible and permanent way.
Copyright © 1999, by Martín E. Heller
