Rafa Cera, TOP CONSULTANT Senior management, marketing, management and innovation. Nominated for best teacher of . Course on e-Marketing at CEF.- Center for Financial Studies .To learn about E-Marketing, identify the strategies, their implementation and their success stories. Master in Strategy and Creative Management of the Brand – UPF-BSM Learn to conceptualize a brand and define its creative and communication strategy. The main concern of any company is to sell, therefore, getting the sale becomes the main mission. This is the approach of most companies, so all means are available for the sale to occur, but is the sale the symptom of the success of a company?
When companies in their strategic meetings have resources and means to achieve a volume of sales without more, they are entering a maze that can return the failure of the organization as an answer Saint Kitts and Nevis Email List is still very common in many organizations, to set for their departments (mainly marketing and commercial) as the sole objective, the sale, to reach a sales level. It is easy to see objectives described such as: “this year we have to sell …”, or “this year we have to sell 20% more than the previous one”. exclusive the same KPI, the sale. As I tell you, this situation is much more frequent than we think among companies.
I would like to ask you a question: What do you think, are sales the health or success index of a company or brand? I am my answer, NO. All of you who have answered Yes, you are contemplating the sale as the ultimate goal of the company and that, dear friends, today does not hold up if it is intended to be competitive, to be someone in the market. Perhaps in other times of less commotion in the socioeconomic environment, with more oligarchic structures between companies, where competition was controlled, in another economy, with other markets, other clients, perhaps in another time, perhaps and only perhaps, it was enough to diagnose success for a company the fact that it sold a lot, nowadays NO.
Sales today for the company are means, they can never be ends, because the important thing is why it is sold and what consequences these sales have on the client and on the organization, in such a way that high levels of sales can be produced. sale but if customer dissatisfaction appears when comparing our product / service, those sales will become what I call harmful salesIf, in the same way, these sales do not cause loyalty, they will be ephemeral sales that have failed to influence the customer positively, the brand will deteriorate in value, that in case of selling, if we are not even able to sell to customers We can have very different problems such as inadequate supply, not finding the customer, serving the wrong customer, we are invisible to the customer, we do not generate trust, there can be thousands of causes that may be likely to explain why not we sell.