Selling is first and foremost about ensuring the success of your business! Whether you simply want to sustain or expand your business, your imperative is to regularly find new customers and new business. You must therefore implement a genuine sales approach to sell more and better. And this approach must be ongoing and active!
Expert on my commercial policy
Taking stock of what you need to sell as a priority, analyzing the market, positioning the offer; these are the first steps in defining your sales policy.
The challenge is significant: providing the means to successfully develop your business. To achieve this, you need to have a thorough understanding of your company’s capabilities, market expectations and opportunities, as well as your motivations and ambitions.
Take stock of what you need to sell as a priority
First of all, it is a matter of clarifying your own objectives , for the company and personally as a manager, while respecting the drivers of your own abilities. Then, a good knowledge of your markets is essential. You must keep abreast of information from each targeted sector of activity, the services offered by competitors, new customer expectations, and not just technical expectations. In short, establishing a “monitoring” approach and conducting a survey of your customers/prospects is a first step. You will need to define, very precisely, the markets and types of targeted customers to prospect as a priority, as well as the profile of the companies to approach (size, type of projects, geographical location). You will probably have to make choices!
Position your offer
Clarify what you want to represent in the minds of customers and prospects. Clearly express your “specialty” , what you bring in terms of products and services, concretely and qualitatively. Your challenge: build on your competitive advantages and know how to express the benefits brought to customers and prospects compared to competitors.
Structure your sales function
A good approach, which tends to sell and develop its business, brings in much more than it costs. Of course, it is an investment at the start, but it quickly becomes profitable if the people are efficient , the sales policy relevant and the sales means/tools efficient .
Have you ever invested in machinery without being sure there were markets to fill those tools? When supply exceeds demand, you need to find new customers/markets before investing in machinery or buildings, even if that means initially outsourcing additional production. Doing the opposite can lead to serious economic difficulties.
Are you a business owner? A salaried salesperson or a team? An independent salesperson paid on commission?