by Augusto Diego Berard*
The unfortunate increase in crime and the fall in the prices of products are some of the reasons for the growth in demand, in a potential market, which seems to have no limits.
Knowing how to take advantage of the opportunities offered by the market requires companies that adapt quickly to the context and innovative entrepreneurs who know the capabilities of their employees and work to enhance them.
Human resources are increasingly important when it comes to competing and generating business. In the twenty-first century, products alone do not guarantee success. They require to be accompanied by the added value that people provide.
Customers demand better personalized services and companies that do not understand these changes will be left out of the way.
This is one of the reasons why companies importing the same product differ from each other. The key is in the people (the human resource).
Some of the measures to be implemented to sell more and better are:
1. Develop new distribution channels
Wholesalers: They serve retail stores and monitoring and/or surveillance companies. They have stock of products and reach hundreds of customers. They provide advice on products and train on the usefulness of the products. They also provide financing and guarantees.
They look for products that are reliable and provide a good contribution margin, with high turnover.
Retailers: They serve end users and private installers and have stock of products for sale.
They work with locals on the street, they have the possibility to make demonstrations of the products. The influence of the counter seller on the purchase is very important. It is important to carry out courses and training on the counter staff, to encourage the sale of the products. The presence of the products in the stained glass window and inside the sales premises facilitates the sale.
Private surveillance companies: They have access to the corporate client, since they provide physical surveillance. They know the needs of their customers and electronic security products are the ideal complement.
There are more than 1,000 legally registered surveillance companies in argentina alone.
* Electronic security adds value and builds customer loyalty
* The technical department is the one that defines the purchase of the products. It is necessary to work on the technicians who carry out the installations and programming of the equipment.
Monitoring companies: There are companies dedicated to the monitoring of alarms, images and satellite monitoring of vehicles.
* They serve the private end user and companies.
* They also have links with the needs of their customers and are the ideal channel to market new electronic products.
* The technical staff is the one who defines the purchase and the one who is most reluctant to changes. Once the sale is achieved and they become familiar with the products, they do not allow the entry of new suppliers.
Internet: The direct sale of products over the Internet is one of the fastest growing channels. Consumers are increasingly using it given the facilities it provides and allows it to reach the entire region, with lower costs.
The option of the shopping cart and a site that allows you to pay for purchases safely, makes it possible to market during the 24 hours.
The distribution and delivery of the products is advisable to outsource it in companies dedicated exclusively to this task.
Private installers: They have links with and enjoy their trust in private users. They have reach small sales volumes. In many cases, they define the purchase and are the ones who look for differential characteristics in the products they install. The products that require greater ease of work, are preferred by them.
Providing courses and training for installers is key to differentiating a product and positioning it in the market.
* Each of these channels have the function of adding value to the product and reaching the end user in the different places in the region.
* One of the keys to success of the business is to know how to determine how the customer buys and what benefits he seeks in the products.
* If these details are known, the offer will be aimed at meeting these specific needs.
2. Invest in advertising
In graphic media: Advertising the products in magazines aimed at the field of safety and publishing explanatory notes of the advantages of the products marketed, is essential to reach the thousands of potential buyers. The presence in the media, hierarchizes the products and facilitates their commercialization. The return on advertising investment is always favorable and positive.
On the Internet: Adwords, allows you to be present in searches by keywords within search engines (Google, Yahoo, Bing, etc.) and appear in sponsored links. Generates visits to the corporate site and increases product sales.
Advertising payments are made for the clicks actually generated in the ad.
It is suggested to hire the Adwords service, to companies dedicated to providing it. It can also be contracted directly, through credit cards, paying the search engines.
This last alternative is the least recommended, since there may be hidden costs or the advertising campaign cannot be effective.
Internet advertising has its secrets and specialists in digital advertising are the best suited to do the job and optimize the campaign.
SEO: It is the optimization of the website, so that the search engine takes it, at the moment that the clients make the searches by keywords.
SEO or organic positioning is not charged per click or per visit generated. It is paid on a monthly basis, to Internet companies, which do an artisanal work on the site and make it appear in the first positions of the search engine.
The estimated average time of work to appear in the first places is six months. This is going to depend on the competition fundamentally.
Specialized sites: the presence of banners or advertisements, within sites with many daily visits, generates sales possibilities and visits to the corporate website. The payment of this advertising is for conversions, that is, for the visits it produced to the advertised website.
3. Go out and sell
Visit customers: Plan and make the visit of current customers, at least six times a year, in the case of customers who are near the company's facilities and twice a year, for those customers located more than 400 kilometers away.
The visit is a fundamental tool, which many companies do not use. Visiting a client improves communication and the chances of increasing business.
Visit potential customers: Make visits in cold or with previous interview, to all those potential clients. The visit is essential to build trust and to demonstrate to the potential client, the willingness to be useful.
Outgoing calls: Make telephone presentations with current clients, to know their needs and study how to meet them. Asking about the degree of satisfaction about products and services is very important.
Generate new contacts, with potential customers, calling their companies and researching about the products they market and the purchase processes.
4. Participate in public and private tenders:
State agencies generally buy by public tender and in order to participate in them, the corresponding registration must be made in the suppliers' registers.
In the tenders, the companies that are previously registered are summoned. It is important to be present in these records, since the possibilities of sale are important and generally, few participants are presented.
The requirements to be a supplier of the State, vary according to the organism. Generally, company data, balance sheets and tax payments are requested per day.
There are private organizations that also buy by tender and do so from the companies that are in their records.
Conclusion
In order to grow and generate new business, you have to generate a proactive work culture. Get out of the day to day, plan for growth and go out to the market to sell. Professional sales management makes all the difference.
* Augusto Diego Berard is a renowned business consultant. If you want to contact it write to the email: [email protected] or visit the website www.pampamarketing.com
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