COMMERCIAL SERVICE IS ESSENTIAL IN BUSINESSES
IT ALL BEGINS WITH A THOROUGH KNOWLEDGE OF THE MARKETMARKET
Customer service is often the very first face to the client. It is also the only service allows to reserve income. While the other services spend that money to secure that revenue. In order to be truly efficient, commercial service must be tightly linked to all the other services in the company (Marketing, R&D, Production, Finance, Logistics etc…)
The main concern of business leaders is the search for new profitable markets. Hence, that department serves to research and retain new prospects and future regular customers. While, marketing supports commercial service, as it enables to identify the relevant sales territory. In other words, where the company’s customer targets are located.
Prior to actual sales period, businesses need to learn and understand three structuring elements for them:
- That a relevant solution in the market, should always be based on controlling the lifestyle of consumers
- With hyper-connectivity and globalization, it is important to clearly identify the socio-economic and cultural environment of the target
- Last, always be aware of the purchasing process of target customers/consumers for the very solutions we intend to push.
WHAT ARE THE COMPANY’S ACTUAL CAPABILITIES ON ITS MARKET?
That done, it is time to focus on understanding and mastering the company’s real capabilities, in order to serve the target market. It is a question of validating the potential for realistic market shares the company can claim.
Because too often, the commercial service is underestimated in terms of the resources that need to be mobilized. Mastering the above elements facilitates gathering the right volume and fair quality of internal resources. Above all, it helps managers make decisions about the energy to devote to prospection on a given market.
Do not forget that markets share that are not converted, are either with our competition, or do not exist (yet).
KNOWING THE MARKET, ITS POTENTIAL AND HOW IT WORKS… THEN WHAT?
Well, the next “dreaded” step, is the actual prospecting phase on the ground. There are many technics for finding new prospects. But in general, we either operate databases, or we attend events in our industry, or we rely on communication. In any case, commercial exploration requires a significant investment, in time, and financial resources.
Managers of SMEs too often disregard one fact. It is that the whole company is concerned when it comes to making prospection profitable. Of course, the quality of prospects is important. But the quality of the implementation of commercial and operational procedures is even more important.
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