In a world undergoing technological, economic and social transformations, commercial management cannot continue to be thought of as it was years ago. In increasingly fast-paced, changing times linked to social networks, teleworking and online commerce, isolated marketing efforts are not enough to make an effective sale .
To achieve the desired objectives as a company or entrepreneurship, it is important to have a comprehensive vision that allows us to understand the needs, aspirations and opinions of the target audience, as well as a capacity to anticipate and adapt to unforeseen situations. Having clear objectives, researching the market, knowing the product, understanding the dimension of the competition and knowing how to communicate with the different types of clients are some of the key steps to make a realistic and achievable business projection.
In principle, it is important to understand that commercial management is not an individual job, but the collaboration of several sales teams with a common goal: customer satisfaction . For management to be effective and to be successfully sustained over time, it is essential to take into account market research, product promotion, distribution channels, sales channels, the marketing plan, and knowledge of the competition. , the link with the client and the tone and voice of the message, among other factors that contribute to generating trust when positioning the product or service.
Although making a successful sale is essential, the effort of commercial management does not end there, but it is necessary to have an after-sales team that is responsible for retaining customers so that they comment and recommend the product or service. Commercial management is not just about making a sale, but about being aware of the entire business process, from planning and forecasting to negotiation, including internal team communication and clarity about the company's values .
In a company, the importance of commercial management is central, since it determines clear strategies, facilitates the fulfillment of financial objectives, structures production processes, increases competitiveness and establishes a healthy relationship with the client. Therefore, following a series of steps can help achieve business efficiency . Through seven simple tips, you can achieve effective business management that allows you to consolidate a business and move towards projected business progress .
1. Set clear goals
The first step to effective business management is setting clear goals. No plan can be carried out if you do not know where you want to go. For that, it is also important to know where you start from. Therefore, the objectives must be measurable, achievable, realistic and must cover a certain period. Clear goals help unify perspectives and clarify company values from the start. In addition, they define the necessary resources for business projections, allowing an accurate view of whether a goal is attainable. Clear objectives reduce uncertainty in the work environment, allowing the sales team to work more safely and focused, knowing the path to take. Finally, a company with clear objectives is seen favorably, since it shows its ability to investigate, evaluate, project and plan its starting point and its future.
2. Do a market study
Doing a market study is essential to meet the objectives set in the business projection. Know who the different types of customers and potential customers are, understand how the competition works, be aware of how distributors and suppliers operate, know the different aspects of the target audience and the ways to communicate with it through tone and a determined voice are some key steps to move forward on the path of successful business management .
If there is no market study before projecting itself as a company, it is possible that the estimates are wrong and there is a risk of ignoring the needs of the target audience and the dimension of the competition. A good market study avoids excessive projections and helps to understand the behavior of customers, the relationship of forces with the competition and the scope that the product or service may have. Through surveys, focus groups , meetings and interviews with professionals in the sector, it is possible to have a comprehensive vision of the possibilities of the company to finally achieve effective commercial management that allows the company to be positioned and competitive.
3. Know the product
Knowing the product that you want to sell not only implies knowing what its properties, characteristics and functionalities are, but also being clear about why that product is the best option for the actual or potential customer. In general, when someone buys a product, he does not buy the product itself, but everything that the product represents or means for the person making the purchase. The advantages, solutions and benefits that the product or service brings to improve the quality of life of the client. The buyer seeks to satisfy a specific need. Therefore, it is very important to know, listen and interview the different types of customers to have a clear idea of what they are looking for when choosing that product or service. With a comprehensive vision of the expectations of the target audience, it is possible to work on each aspect of the product offered. In this way, establishing a personal relationship with the target audience will be an accomplished goal that will help the effectiveness of the company's commercial management .
4. Have a marketing plan
In the era of social networks, online commerce and internet shopping, the marketing strategy is key to positioning a product or service and generating the attention of real and potential customers. A good marketing strategy allows the company to effectively use available resources to increase sales. The information, communication and advertising of the product or service must be part of a plan drawn up with clear sales objectives and knowledge of what is to be sold. Without a clear strategy, it is difficult to get the message across and reach new customers. In this sense, defining the brand, the identity, the tone and the voice of the product or service is essential to trace a stable and coherent path in the sale of the product.
From the creative to the financial aspect, a coherent marketing strategy is essential to achieve the expected commercial management . Content marketing, email marketing, social media marketing and storytelling are some examples of business strategies that serve to attract, question and seduce the target audience.
5. Being part of the internet
More than a tool, the internet has become an unavoidable place when it comes to thinking about selling a product or service. Potential customers browse the web looking for offers of various kinds and depend on the company's strategies to capture their attention. Nowadays, it is not simply a question of having a website or an online presence in social networks, but of applying online marketing techniques such as SEO copywriting, SEM, creating an exclusive online channel for sales, designing an attractive site that is easy to visiting, not invading the user with unwanted advertising, maintaining a balance between commercial language and familiar language, and knowing how to question emotionally from the visual plane so that the potential customer wants to visit the channel or the virtual store again.
When it comes to positioning the presence of a business on the internet, design is not the only thing that matters. In order to establish a fluid dynamic, it is essential to take into account the tools and resources of UX design and writing. The UX (User Experience) or User Experience is the set of elements related to the user's interaction with the environment. This experience can be positive or negative, depending on the type of design and language that the web device displays and its ease of access, simplicity and attractiveness. It is important to have professionals in the field of UX when designing a website, since their function is to facilitate the interaction of the user (potential client) with the site where the product or service is displayed. effective business management .
6. Satisfy the customer
Customer satisfaction is the central objective of business management. Marketing strategies must lead the customer not only to feel satisfied with the product or service, but also to retain it in his memory, recommend it to other potential customers and incorporate it as part of his life. To achieve this goal, it is essential to know in depth the different opinions of the target audience. A key resource in gathering customer feedback on the product is reviews .or opinions on the web. When a criticism or negative observation is repeated, it is important to look for ways to improve the product and reformulate what is necessary. On the contrary, when the customer experience is positive, we must tend to deepen what stands out in the product.
If the needs, desires and aspirations of the various types of customers are not taken into account, it will be very difficult to offer a quality product or service that lives up to their expectations. The quality of a business, finally, is subject to the vision of the actual or potential client. That is why having a satisfied customer is just as important as having a good marketing strategy. More than the product itself, what the customer is looking for is a solution or benefit to improve their quality of life . Therefore, to achieve effective commercial management it is key to listen to everything the client has to say.
7. Get paid on time
Specifying the payment of a sale is crucial for a commercial management to be successful. Although this seems obvious, many times marketing strategies seem to work until it is time to collect a sale. A pronounced and sustained lack of payment over time can lead to the failure of a business and even the closure of a business venture. Therefore, it is important to make the terms and conditions of the company clear before you start negotiating. Requiring a portion of the payment before embarking on a project is a common way to cover costs and ensure a healthy bond with the client or prospect.
In this sense, it is important to offer the customer different means of payment and to have a simple interface that allows, in the case of online sales, to pay simply and quickly. UX writing is essential for smooth customer interaction with call to action or sale buttons. Just as knowing the product offered and the different needs of the target audience is essential to make a sale, monitoring and controlling payments contributes to the effectiveness of commercial management.
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