It's vital for a company to have a commercial strategy for the future; it should go hand in hand with the sales department, and that is synonymous with success. The benefits will be greater if our commercial activity is optimized and professionalized. It's worth mentioning that the sales or commercial department is the direct link with the customer; it is our calling card.
Why Is It Important to Define a Commercial Strategy?
Anything that is organized intelligently has a better chance of success. Business and strategy will always be linked, so we must understand the importance of acting with proper planning.
By answering questions such as “What product or service is good for closing a sale?”, “What product or service should we offer in certain geographic areas?” and “Which customers should we visit?”, you can achieve:
- Optimization of time spent
- Greater commercial success
- Higher profitability of commercial activity
Basic Points for Defining a Commercial Strategy
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Geographic Area (Markets)
Define routes intelligently with heat maps to see the concentration of customers in different areas.
How? Select the most profitable potential customers, group them by geographic area and assign them to a sales route.
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Products or Services
We must be clear that not all of our services or products are suitable for every customer, since their needs are different, which is why it's important for us to adjust to their portfolio of services or products.
How? We must select the most profitable services or products, group them by price range and assign them to each customer depending on their qualitative perception in your sales network.
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Customers and Channels
We must segment our customer portfolio and put specific objectives for their sector into action
How? From the selection of potential customers, we will classify each one into 6-7 different types.
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Sales Network
Assigning customers intelligently is important for the projection of this point.
How? As a company, we must know the personal and professional motivations of our colleagues and adjust the route and/or customer portfolio based on the experience and knowledge of the assigned staff.
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Marketing and Communication
Knowing the products we have and the services we provide helps us define the promotional items we will assign to each sales action.
How? We will identify the situation each customer is in so that we can classify the intensity of the promotion accordingly.
How Do I Put the Commercial Strategy Into Action?
Now all that's left is to clearly define our objectives based on the cost and profitability of each customer.
With this, we optimize our resources to the fullest and focus our efforts in a single direction, so that each area becomes a key link in a company's growth and profitability.
If you'd like us to help you define a commercial strategy, you can receive a consultation completely free of charge. Schedule it here.
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