Many times I have met clients who are concerned with both their online and offline promotions, obviously, because they only get a few clients in their business and the sales of their products do not occur with relative ease and, neither much less, they increase.
In the online promotions they carry out, the problem increases when they fail to be as objective as possible in their business. Trees do not let them see the forest, nor the main problem they have.
And maybe this is happening to you in your company and without realizing it…
Basically I start by letting them see their mistake in the form of a small and easy exercise that I personally encounter every day when I open my email inbox:
I make them watch carefully the spam e-mails, promoting something, that arrive in their inbox and study them one by one.
Each of them is a variation of the following:
Surely you have seen some mail very similar to this one in your inbox, right? (And maybe even dozens daily)
Are you sending me this e-mail seriously? Although I am precisely looking for the same product, I do not make the purchase or crazy…
Who are they really?
How good is your product?
What quality certificates do you offer me?
Does this company have a future or will it disappear in a few months ?, etc….
And now I ask you, as the owner and engine of your SME…
Are you doing the same in your promotion and marketing channels: web, social networks, e-mails, etc…?
(More than 90% of the time my clients answer YES to this question)
Something similar happens when they carry out their promotions off-line, often through commercials, sellers, representatives (or “sales force.” By the way, I have never understood what “force” is…):
- Non-existent presentation script. Commercials with little or no preparation in sales. Fleeing the first objection of the potential client. No commercial follow-up. Little or nonexistent flow of information between the commercial group and its managers. Little incentives and less preparation by the company. company, etc…
And, basically, why does this happen in companies, especially in SMEs like yours?
Simplifying the answer: you are starting the house on the roof.
There is a widespread belief, unfortunately, that “customers fall from the sky. I just have to publicize my product and sales will come alone. And I calmly sitting in my armchair in my splendid office… ”
Are you familiar?
Sorry, but I have come across this scenario too many times…
You have to start the house at the foundations: first a good business strategy (company, products, ideal customer, differential, procedures, flows, scripts, organizational chart, etc…) and, later, well-planned, developed and developed tactics (or commercial actions) directed.
And customers will not fall from the sky. From up there the only thing that falls (and will fall) is the rain.
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AUTHOR
Lluis Sitjes Molero is specialized in Marketing, Sales and International Trade. It is dedicated to helping SMEs who sell products and who need professional advice to increase their customers and increase their sales.
He advises and advises so that they define themselves with absolute clarity before their clients, differentiate themselves (and not by price) from their competitors and make their potential clients fall in love in order to generate more sales by increasing their client portfolio.
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