It escapes no one that we are in an environment of enormous difficulty in terms of sales.
The situation has changed radically if we compare it with that of a few years ago when the joy of the economy made everything easier and many dispatched instead of selling.
Today many continue to seek success without effort. They look for the magic formula to turn products into money.
Companies seek to find the key so that customers arrive in droves nudging each other to buy their services. I am not saying that this is not possible, but I am saying that it is almost impossible for it to happen to you.
First, Be Clear About The Objectives Of Your Company
New management knowledge for startups and entrepreneurs promises the path to glory by applying obsolete recipes, or that do not apply in a large number of cases. From this new gold rush, and from these new management procedures, many will be sheared and few will benefit. Not without risk, of course.
Entrepreneurs are encouraged to leave their skin on an uncertain path, in search of the gold vein; Investors do not finance the search for gold, they finance the exploitation of the vein once it is found.
Here the shovel vendors appear and feed on the many who will stay on the road.
Each company is different, and at the moment applying recipes validated in a past that no longer exists is a great risk. As managers, we must know the different tools available, and the trends in management models, however, we have to create with them a tailor-made suit for our company and our objectives.
In an admirably humble way, my marketing teacher Fernando Giner left his students a legacy of great value due to its simplicity and applicability: the most important thing in a company, and what must be taken into account in everything that is done, They are the objectives of their owners, which are not necessarily to create a multinational or a large company, but can be much more modest.
Generating Commitments And Fulfilling Them: Your Key Factor
But then, what is the key factor of sales? What are the reasons why they recommend you? What ingredients do we have to use to move our business forward? The generation of trust.
Confidence is what will make our customers buy from us. They will buy us a product that must be good, but it does not have to be the best on the market or necessarily the most suitable for their needs.
Well, really yes: trust covers all the weaknesses that our product may have, and makes it the best option from our client’s perspective.
“TRUST COVERS ALL THE WEAKNESSES THAT OUR PRODUCT MAY HAVE, AND MAKES IT THE BEST OPTION FROM OUR CLIENT’S PERSPECTIVE.”
This trust must be earned hard, day by day, with long-term work. Confidence is reflected in the brand, which is its banner. That is why it is essential to develop our brand regardless of the size of our company.
We have different tools to generate trust, some of which I have discussed in my article Confidence as seen by a Salesperson.
The most effective element, at a time when we have catalysts that serve to accelerate the establishment of commercial links and to generate trust with the aim of ending in sales, is the fulfillment of the acquired commitments.
It doesn’t matter the size of your company, it doesn’t matter what you do.
Work first to initiate commercial links with your potential clients, seek to establish commitments of different types with these potential clients, and then fulfill them by all means.
Speaking of commercial management, these commitments can be as simple as calling one day at a time, sending an email on a specific date with a clarification or product information, etc.
When someone sees that you strictly comply with all your commitments, they will think that your company is a company of the utmost trust, they will believe that the benefits of your services are as is the accounts, that if they have a problem you will solve it, etc.
So if we identify the establishment and fulfillment of commitments as one of our keys to success, it is necessary to establish an appropriate indicator and track it.
Many companies already have related indicators, such as the number of incidents resolved within the established deadlines.
However, I propose establishing a cross-company indicator directly related to the fulfillment of commitments; for this, we need to specify them and establish documentation, monitoring, and improvement mechanisms.