For any company strategy – it is a vector of movement, a path to the main goal. Whether you're purchasing new materials, hiring staff, ask yourself why am I doing this?
All current goals, objectives and any other activities should be checked by the key question against your strategy. You have to think about the company, understand who you want to be, what to achieve.
There are a lot of strategies and they can be completely different from each other. It is important to understand what they are for and choose the one that is right for you. The author of the philosophy of Sex & Marketing, director of strategic marketing, author of the book «Catering. Selling Services and Relationship Strategy» Alina Bazhenova.<
1. Every salesperson has a strategy.
A salesperson always has a strategy, even if they don't know it. Communicating with clients, he chooses a behavior model for himself; at the same time, if you have 7-12 sellers, then everyone can behave in completely different ways.
They all represent the company, and if you ask customers and they say absolutely different things about you, it means that your company has no face.
It is necessary to have something with which you can be associated, to have qualities that will make you remember and want to come back again.
2. Loss Risks.
We always take the loss of a seller very hard. But is it really that deadly? Naturally, together with him we lose a certain percentage of customers, but if we calculate, it turns out that this percentage is negligible.
Of course, if there is no quality product and the company itself is of no value, then you and the seller lose everything. Otherwise, it is only important to learn how to work with the "left" customers, and you will keep all losses to a minimum.
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3. Unstable customer flow.
Each of the seller's own strategies is fraught with unstable customer flow. In such a situation, we do not know our customers and cannot understand in any way who we still earn on, and losing the seller – we lose everything. Therefore, it is so important to develop a strategy that is uniform for the entire company.
If a company has a strategy, these are sales tools. By choosing any strategy (innovation, speed, creativity, etc. – description in the next article) and demonstrating yourself in its perspective, you are already selling. It should never be underestimated: the – the basis of activity and the basis of the product, capable of providing answers to many questions that interest you.
There is no one perfect sales strategy for everyone. Each strategy has both disadvantages and positive aspects. We'll look at the benefits below.
The whole company and each seller individually must understand what their advantage is. If a company has chosen fast service as a strategy, all employees should be aware of this and work with a focus on it. All employees should work for one common idea and be a close-knit team. Otherwise, your strategy simply will not work.
Remember that your company – this is one mechanism, and the employees of your company – these are gears and if one of them fails, the mechanism stops working, in this case you stop selling.
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Saving money
Saving company money possible and it will be colossal if you choose one direction and invest only in it. You should not occupy several niches in the market at once, hoping that at least one of them will be successfully mastered. It's the same with strategies. Having chosen one, you must act within its framework until the logical conclusion comes.
If today you are creative, tomorrow advanced, and are already looking for a new strategy, then in the end you will be left with nothing, losing a bunch money and time.
Customer Retention
Make it clear to your customers who you are and be who they want you to be. Then customers will want to come back to you again.
Perhaps there is a restaurant that you like to visit for a long time and when you return, even if in a year, you expect to see it the same. Your client thinks the same way.
Facing with you a maximum of 3-4 times a year, the client does not remember you all the time. He does not have time to get enough of you, and, choosing your company again, he expects to see her in the former favorite image.
Your client thinks the same way.
Your client thinks the same way.Facing with you a maximum of 3-4 times a year, the client does not remember you all the time. He does not have time to get enough of you, and, choosing your company again, he expects to see her in the former favorite image.
The most important thing: the company must have its own niche in the market.
It seems to us that the market is limitless and you can be whatever you want. But do not forget that you need to do something special or narrow-profile so that the client remembers us and distinguishes us from others.
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He understands our field less than we do, and if it seems to us that between our there is a huge difference between the company and the competitor's company, the client may not even notice it. Therefore, you must have distinctive features, your own profile and a niche in which you are a true professional.
This material is written on the basis of an interview with the author of the philosophy of Sex & Marketing, director of strategic marketing, author of the book «Catering. Selling Services and Relationship Strategy» Alina Bazhenova, who will be a speaker at the
BusinessShot-4.0.
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