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 essential to have a comprehensive vision that allows us to understand the needs, aspirations, and opinions of the target audience and 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 critical steps to making a realistic and achievable business projection.
In principle, it is essential to understand that commercial management is not a particular job but the collaboration of several sales teams with a common goal: customer satisfaction. For management to be effective and successfully sustained over time, it is essential to consider 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 generate 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 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, 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. You can achieve effective business management through seven simple tips that allow you to consolidate a business and move towards projected business progress.
Table of Contents
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 essential to know where you start. Therefore, the objectives must be measurable, achievable, realistic, and cover a specific 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 viewed favorably since it shows its ability to investigate, evaluate, project and plan its starting point and future.
Do a Market Study
Doing a market study is essential to meet the objectives set in the business projection. Knowing who the different types of customers and potential customers are, understanding how the competition works, being aware of how distributors and suppliers operate, learning the various aspects of the target audience and the ways to communicate with it through tone and a determined voice are some critical steps to move forward on the path of successful business management.
Suppose there is no market study before projecting itself as a company. In that case, the estimates may be 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 customers’ behavior, 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 company’s possibilities to finally achieve effective commercial management that allows the company to be positioned and competitive.
Know The Product
Knowing the product you want to sell implies knowing what its properties, characteristics, and functionalities are and being clear about why that product is the best option for the actual or potential customer. When someone buys a consequence, he does not accept the product itself but everything that it represents or means for the person making the purchase. The advantages, solutions, and benefits that the product or service brings to improve the client’s quality of life. The buyer seeks to satisfy a specific need. Therefore, it is essential 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 target audience’s expectations, 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 company’s commercial management effectiveness.
Have a Better 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 actual and potential customers. A good marketing strategy allows the company to use available resources to increase sales effectively. The information, communication and advertising of the product or service must be part of a plan with clear sales objectives and knowledge of what is to be sold. Without a clear strategy, getting the message across and reaching new customers isn’t easy. 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 product’s sales.
A coherent marketing strategy is essential to achieve the expected commercial management from the creative to the financial aspect. Content marketing, email marketing, social media marketing, and storytelling are examples of business strategies that attract, question, and seduce the target audience.
Being Part of The Internet
More than a tool, the internet has become an unavoidable place when 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 on 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 visit, 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. To establish a fluid dynamic, it is essential to consider 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 design and language that the web device displays and its ease of access, simplicity and attractiveness. It is essential 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.
Satisfy The Customer
Customer satisfaction is the central objective of business management. Marketing strategies must lead the customer to feel satisfied with the product or service and 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 the different opinions of the target audience in depth. A vital resource for gathering customer feedback on the product is reviews or opinions on the web. When criticism or negative observation is repeated, it is essential 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.
Suppose the needs, desires and aspirations of the various customers are not considered. In that case, it will be challenging to offer a quality product or service that lives up to their expectations. Finally, the quality of a business is subject to the vision of the actual or potential client. Having a satisfied customer is just as important as having a good marketing strategy. More than the product itself, the customer is looking for a solution or benefit to improve their quality of life. Therefore, it is vital to listen to everything the client has to say to achieve practical commercial management.
Get Paid on Time
Specifying the payment of a sale is crucial for commercial management to be successful. Although this seems obvious, marketing strategies often work until it is time to collect a deal. 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 essential 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 essential to offer different customer means of payment and to have a simple interface such as accounts payable tools that allows, in the case of online sales, to pay quickly. UX writing is essential for smooth customer interaction with the call to action or sale buttons. Just as knowing the product offered and the different needs of the target audience are necessary to make a sale, monitoring and controlling payments contributes to the effectiveness of commercial management.