The Internet has become a much more convenient alternative to encourage sales within the security industry. The columnist talks on this occasion about the different services that this interactive tool offers for the business.
By: Adhir Uzcátegui*
Today, security companies are taking a new approach to sales. These are no longer just about convincing customers or consumers to buy or purchase a product or service.
The current approach has led experts to implement terms such as Viral Marketing, Strategic Marketing, CRM (Costumer Relation Management), among other concepts, which have led sales to become more a study of integral benefits for the customer, than a simple exchange of goods or services.
Heading towards Latin America, it can be determined how large Latin American security companies have gradually been venturing into the implementation of this type of terms in their corporate processes, which for some are better known than for others.
Taking into account the economies of these countries and the typical behavior of the Latino consumer, I can conclude that part of the strategies that security companies must implement to improve their sales is to venture thoroughly with this type of concepts and "educate", so to speak, customers in the new sales trends, so that new purchasing trends are also generated.
In countries with developed economies, other types of sales techniques arise different from those we Latin Americans handle, because their economic systems are different and consumers seek to satisfy other types of needs. It is in this type of society where consumerism stands out to the extreme and according to that large companies work to generate new products that can arouse the purchase without thinking about whether a need is going to be satisfied or not.
With technological advances, little by little sales techniques have been modified according to the uses we can give to new technologies such as the Internet. We as a company give training every week using this tool and I mean "new" because although the Internet has been on the market for many years, there is still a lot of culture in our current society for the use of this valuable tool.
The Internet has created around it a global network where we can communicate from anywhere in the world to any other place, it has erased the borders between countries and has decreased the links in distribution chains, where with just one click we can know any city, talk to someone and buy anything from somewhere in the world, all at the same time.
Therefore, other related concepts such as e-business or e-commerce have begun to emerge. The first refers to any type of negotiation that is carried out over the Internet, and the second to the activities that are carried out to market a good or service through the Internet.
It should be clarified that although these are related terms and somewhat similar, they are not the same. Each one is placed according to the importance that each of the parties gives to the different stages of the sale as such.
With the appearance of these terms, the creation of virtual companies or commonly called "companies" began to increase. com" because of the domain that usually carries the ".com".
Virtual security companies are born through an Internet page, which is enabled to give the relevant information to visitors. These pages must be agile and properly updated so that visitors find precisely what they are looking for, a place where you offer everything in security in one place.
This is where the forces of sales and technology begin to combine. The question today is how to sell by making the most of this type of technology?
To answer this question, it must first be taken into account that the whole type of economy we are currently experiencing is a globalized economy, where half the world wants to negotiate with the other half and vice versa.
Having a tool as valuable as the Internet we can maximize the intention of being part of this continuous globalization. The Internet allows any user in the world to communicate with whoever they want at any time, in this way it can be said that they have the company 24 hours a day at their service, as far as information is required.
Due to this trend, today's entrepreneurs spare no effort to have their own Website but not only information, but interactive and most importantly, that the page generates the expected results to make itself known as an interactive company and available to anyone anywhere in the world. "Think global and act local."
This is the beginning of learning to sell through this type of technology, which allows minimizing administrative costs, response times and immediacy in the information.
The other side of the coin
But to talk about so much "wonder" as some would say, not only do you have supporters, obviously this type of theories also has opponents.
Why are they opposed to something so good and so modern? The answer is not at all complicated, simply because we still have a long way to go to cultivate ourselves as a modern society in the use of this type of tools, not to mention that in many parts of the world, there are not even Internet connections or failing that, it has very high costs.
As long as most consumers continue to have paradigms about making transactions over the Internet, many companies of this type will not be able to reach their potential customers, because it is simply not a tool that the consumer is counting on as a possibility to meet their needs.
There are also other types of opponents to this theory and they are those humanists who insist that a machine cannot replace a person and simply do not share the idea that only a computer is the one that receives him when making some kind of transaction.
This is a very difficult point of view to handle since it can be said that partly we are right and partly not, and I include myself because sometimes I have thought in such a way.
We have engraved in our memory the concept that generally when they sell us something or provide us with a service, there must necessarily be a person on the other side of the situation who is obliged to listen to us and satisfy any concern or need that arises in the middle of the negotiation.
There is no need to argue that it is obviously much better to be treated with an attentive greeting, a handshake or a warm smile. This kind of thing causes you to lose a bit of the tension prior to any buy and sell negotiation.
But what do we get when we do everything through the Internet and the computer? We receive an immediate response, the possibility to communicate with any place in the world, or better with several places in the world at the same time and all at a much lower cost than an international call is worth.
We also receive all the options in a single click, the convenience of making any type of transaction, from our home, or from anywhere we are, as long as we have access to the Internet, and all with one click!
On the other hand, the very access of the Internet must be taken into account, since in these times there are still many limitations in several parts of the world for a simple connection, this can cause that at a certain moment companies lose enormous opportunities to offer their products internationally, without leaving their office.
Not to mention also those types of traditional entrepreneurs who are totally elusive to the use of these technologies, arguing perhaps that they are too expensive or that they simply do not agree with their negotiating policies.
These types of somewhat archaic policies are what have caused many companies to be displaced from the market by others that have accepted the challenge of facing globalization through this type of tools.
Today's entrepreneurs must bear in mind that the levels of competition are changing every day according to the needs of consumers.
It is these needs that at a certain moment move world trade and those that encourage the human being to create new tools and customs that make life more comfortable and much more practical.
The practical life that we all want is attributed to the fact that every day we have more occupations and time is scarcer, therefore we live "slaves" of time, and any solution we can find to this problem is valid to make our life a little more practical.
Therefore, tools such as the Internet and sales by this means, make life a little more practical for many and we safeguard any minute that can be saved in order to maximize our results continuously.
As a conclusion, it can be said that each security entrepreneur, according to his product, his market and his strategy, verifies what kind of tools he should use when offering the consumer.
For this verification you must really take into account what the consumer is looking for and how they are looking for it. In this way, they can perhaps reach a positive agreement that generates a win-win for both parties, which is the general objective of any negotiation.
For everyone there is the reflection of what they really want and how they intend to achieve it: the traditional way or the way that can provide more comfort: the Internet. The answer goes according to the need of each person and each security company.
If you want to see what we are doing, at no cost, contact us that I will gladly send you beneficial information.
Happy Sales!
* If you wish you can write to the author of this article at the email [email protected]
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