If a company wants to generate positive cash flows, make profits, and grow, it must sell and sell a lot. For this reason, sales are at the core of business strategies.
It is no secret to anyone that without sales there is no way to pay the payroll, you cannot meet the suppliers, in short, there would be no economically viable companies, therefore, companies spend so much money on promotional campaigns, training, opening new channels Marketing, in short, the marketing and sales departments of organizations are for that, to sell.
Selling does not simply mean producing and putting products on a shelf in sight of hundreds or thousands of people who transit through a certain place, selling involves a whole set of interrelationships that range from identifying and exposing needs, selecting and training the most suitable personnel, up to the exchange of benefits, going through different stages of negotiation.
The sale is a negotiation that seeks to satisfy the needs of both the seller and the customer. It is a mutual search for benefits through the creation of feelings and desires
Although in the vast majority of companies marketing procedures and strategies are well established, sellers are often neglected, as they are ultimately the ones who have contact with the customer and, therefore, the responsibility of attracting customers and making effective sales. Sellers, like anyone else in an organization, make mistakes, let's see what are the main approaches that lead some sellers to make mistakes in the negotiation (sale) process:
- CONQUEST APPROACH: Under this approach we can place the companies and sellers who base their negotiating strength on the weaknesses of the client, they are companies (sellers) who believe that their product and / or service is the only one that can be useful to the client, that is, they are considered essential and therefore they look over their shoulders at the customer. They also have a distorted concept of the client, since they see it as a user and not as a partner, which is how it should be seen. BARGAINING APPROACH: In this approach the seller seeks to achieve a high level of resignation by the client, with which You miss out on your needs. A PAPER PLAYER APPROACH: Sellers looking to close the sale quickly are located here, without weighing the consequences of the business and without proper study of customer needs.
The most appropriate scenario to achieve productive sales is given through effective sales communication and to achieve this, a communication process must be structured that not only involves offering (issuer) but includes listening and understanding the needs of the client (receiver) taking taking into account not only the environment of our company but also that of the client, the sector and the economy.
Intrinsic elements of communication must also be considered as a common language and the ability to express, in addition, the values and experiences of themselves and clients must be considered in order to project security and trust and complement the information in our offer.
Successful companies are characterized by focusing on the customer, on their expectations and needs, which is why the most useful and effective sales approach is one in which one seeks to share benefits between customer and seller, one in which there are no winners No losers and this is accomplished by applying effective communication.
