Through the sales department, the product or service connects with the market. It is also the point of contact between the brand's promise and the customer's reality.
Therefore, this sector must be structured to the point of organizing people and processes. This makes it easier to identify bottlenecks and correct possible management failures.
This structure is divided into three stages:
Standards : all materials and tools that support the sales team;
Responsible : professionals are essential for everything to work well and include salespeople, consultants, managers and partners;
Processes : team activities and duties to achieve the desired results.
In short, this is a process that establishes, documents and shares all information that helps improve and develop customer acquisition.
Commercial structuring in industries: why is it a priority?
commercial-structuring-in-industry
The Sales Panorama revealed that 75% of the companies consulted did not achieve their sales targets in 2023.
The same survey highlighted that 36% of Marketing ivory coast whatsapp data teams do not have defined goals , which is a major problem in knowing which path to follow.
Faced with this challenge, commercial structuring becomes an essential measure for any segment. For industries, the importance is even greater! Especially given the complexity of the business model .
In this case, the sales cycle tends to be longer, because:
Buyers don't want to take risks;
Budgets are a big concern for companies;
There is high availability of options for some products;
It has a long approval time;
Products and services have a higher added value, requiring a more detailed analysis.
In light of this, the salesperson ends up playing the role of a consultant . In other words, they provide a more specialized perspective, encompassing knowledge of the market, the product and the customer's problem.
In B2B (Business to Business) models, CAC (Customer Acquisition Cost) indicates how much the company invests to acquire new customers . Therefore, it measures the financial health of the business.
Therefore, it is important that the industry has a good strategic and digital positioning , ensuring that the market has a good perception of it.
Commercial structuring ensures that costs are not higher than planned when acquiring new customers. This will be possible with better organization of stages, people and processes.
Step by step guide to commercial structuring of the industry
The basis of any commercial structure that values efficiency is to define good strategic planning .
When there is no clear direction, the sales department will not perform well.
Therefore, the key to success lies in the ability to control, monitor and structure processes. Everything must be well coordinated to function well!
Follow a step-by-step guide to organizing the sector, allowing for better results!
First step: diagnosis
The diagnosis is the starting point for commercial structuring! It involves a complete analysis of the sector .
To do this, carry out an in-depth study of the positive points and areas for improvement. At this stage, evaluate:
The tools used;
The configuration of the sales team;
The indicators;
The strategies used in the conversion, prospecting, negotiation and closing stages;
After-sales.
It is worth noting that the economic scenario and consumer profiles tend to change from time to time. Therefore, update the diagnosis frequently.