In a market as complex and competitive as the current one, with new products, with increasingly aggressive competition, constant technological innovations…. what truly makes the difference between success and failure is, undoubtedly, the management of the Sales, because after all, it is who turns the dream of putting our products and solutions into the hands of customers, thereby contributing to the profitability of the company. We must not forget, then, that its success is our success, that is why we are obliged to provide it with all the necessary tools to achieve excellence in its management and, of course, if there is a really valid tool for it, it is undoubtedly the Manual of the Seller, the great unknown for many companies.
It is undeniable that dimensioning, structuring, directing and managing a successful sales force is one of the most complex tasks in any company. Currently the Sales Teams operate in a new environment and face two primary needs: to combine the interests of the company with those of the customer and to build customer loyalty. How to do it? Probably, more than one has raised this and many other questions on some occasion, for example… what is failing in my Sales Network? Why have we not achieved the objectives? What areas of improvement do we have? Are these issues familiar to you? Maybe yes or maybe no, maybe your company is obtaining satisfactory sales, however… have you not stopped to think about how you could get more out of your sales team?How to facilitate and make the most of their work? And… mainly, how do we achieve customer loyalty?
In the Sales Manual you will find the answers to these and many other questions, since it constitutes a guide that allows equipping the sales team with the necessary tools to develop the skills they require. And it is that, all the salesmen of the company have to have the same speech both of the company and of its products, that yes, adapted to their know-how and to their ability to argue. It is therefore a document that provides the seller with a methodology to optimally carry out his work in the face of the usual tendency to carry out his activity impulsively, going free, without setting any action patterns.In this sense, the Sales Manual is an easily updated and permanently alive tool for a market that is so changing and dynamic that it allows us to ensure at all times that we are really doing what we had planned. Below I present the main sections that must be addressed in a Sales Manual.
- Information of interest about the companyWorking tools for the Commercial AdvisorMarket and competition analysisInformation on customersComplete information on productsTrade policyWork methodologyNew technologies…
However, I am aware that the key does not lie so much in knowing the tools, but in the way of applying them, hence the Sales Manual should not be considered as the end goal but rather as a means that allows the company to position itself as strategic way in the market and against the competition. To put this document in the seller's hands is to benefit him personally and professionally as they are offered, in an organized and joint manner, the different rules, precise, concrete, and useful to carry out his professional work successfully.
