As vendas tem na sua origem a produção de valor através de dar a conhecer as características e benefícios de um determinado produto. Contudo, os consumidores têm cada vez mais um maior acesso à informação e já não lhes chega uma tática de vendas baseada em informação que estes já têm, ou que conseguem adquirir facilmente.
Enquanto que antes as vendas satisfaziam a falta de conhecimento dos consumidores, que interagiam com os vendedores por falta de alternativa na obtenção da informação, atualmente esta interação já não traz qualquer valor para o cliente. Aqui deparamo-nos com um dos grandes problemas que se colocam às vendas e que influenciam diretamente a produtividade das equipas de vendas: Como criar valor na interação de vendas?
Primeiro temos de olhar as vendas como um sistema. Este sistema tem vários fatores que o influenciam e deve ser gerido de uma forma integrada, dando a devida importância a todos os seus elementos.
Muitas organizações ainda acreditam que o problema da produtividade se concentra exclusivamente na motivação dos seus vendedores, contudo, há muito mais em jogo.
Processos de trabalho, formação especializada, sistemas de análise e report, são alguns dos elementos que criam impacto direto na produtividade de vendas.
É fácil perceber que, para criarmos valor numa interação de vendas, temos de conhecer bem o negócio e a indústria onde atuamos. A formação é um elemento crucial para todas as empresas que procuram bons resultados e atualmente esta deve ser mais especializada do que nunca. Contudo, para aplicar a formação obtida e rentabilizar tempo os processos de trabalho devem ser bem definidos, o mais intuitivos possível e agilizados por toda a empresa.
Mais importante que tudo é ter a capacidade de perceber o que está a correr mal e porquê. O que está a impedir o aumento da produtividade das suas vendas?
Neste campo, um completo sistema de análise e report é indispensável para que a gestão das vendas e a maximização da produtividade seja feita de uma forma continuada. Só percebendo quais as dificuldades e obstáculos existentes em todo o processo de vendas é que se poderá tomar melhores decisões para a resolução desses problemas.
Assim, não chega um simples sistema focado apenas em questões operacionais diárias, mas sim um sistema que permita tirar análises e conclusões rápidas acerca das medidas que estão a desenvolver ou a impedir a maximização da produtividade.
Esta é uma das razões pelas quais algumas empresas começam a investir em sistemas de Inteligência Artificial (IA). Um dos principais problemas da IA não está no funcionamento dos sistemas, mas sim nas próprias empresas que muitas das vezes não estão preparadas, nem organizadas, para que possa integrar eficazmente este tipo de sistemas. A passagem para a IA exige uma preparação e ajuste prévio dos próprios processos das empresas. Para escolher o sistema de análise mais adequado ao seu negócio procure identificar quais as melhores métricas para avaliar a sua atividade de vendas e identificar tendências sobre o público-alvo.
Em suma, para trabalhar a maximização da produtividade de vendas é importante ter as ferramentas certas. Contudo, as ferramentas sozinhas não trazem resultados e por isso devemos garantir que toda a organização está preparada para adotar tais ferramentas. Trabalhe a formação para os novos sistemas, organize os processos de trabalho, garanta que todos sabem o que devem priorizar e, acima de tudo, partilhar constantemente conhecimento, para que a atualização seja constante e as interações de venda da sua empresa sejam criadoras de valor.
Na exceder somos especialistas em gestão de venda há mais de 16 anos, seja na gestão estratégica de vendas, seja na formação especializada de vendedores ou no fornecimento de sistemas de report atuais, a verdade é que todos estes elementos têm contribuído para o aumento da produtividade dos nossos clientes, seja no aumento da visibilidade dos produtos em 45%, aumento da distribuição em 15% ou na diminuição de custos em 10%.
Trabalhando o processo de venda de uma forma integrada é a melhor forma de melhorar os seus resultados. Se precisar de ajuda neste processo contacte-nos.
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