Sales
Sales Resulting
SITUATION
SITUATION
Sales decline, the expected returns are not achieved.
Sales are the permanent thermometer of companies and businesses. If sales are growing all
the problems that exist in the company are relativized and are less important.
Excesses and deviations over the budget are “allowed”. Many organizations fall
into this error. "Fat" is generated and management errors are hidden.
When sales begin to decline and expectations
of benefits are not met, all the evils of organizations appear. The
thermometer, as in people, rises and fever appears. The cuts begin in almost every
chapter of the Budget: advertising and propaganda, fairs and exhibitions,
marketing, travel, etc.
No success despite intensive consulting / training /
coaching
On many occasions we
think of resorting to intensive courses and consulting / training / coaching
programs. I want to refer here especially to the training courses for the sales
network. Of course, as soon as sales go down, the entire organization
looks at the sales department as if they were the only ones to blame for
the situation. How many times is repeated: "our sellers do not have enough
capacity. We must train them and change their way of selling."
To start,
when sales go down, the problem is the
whole organization and second, changing
the habits and ways of selling
is a very difficult task, if not
almost impossible. Therein lies the success of our methodology. In AW
Investment Advisory we don't want to
change people. We want to provide
the organization and people with the necessary tools to achieve success.
Market position is weakened, competitors do better
Another of the topics
that appear as soon as sales begin to decline. We compare ourselves with
competitors and always have the tendency to
make pessimistic evaluations.
When sales decline everything is pessimism. When sales grow we allow ourselves
the luxury of "spending more" than budgeted. A whole paradigm that we
will try to change.
The product (solution) to be utilized is not placed
successfully in the market despite attractive potential
There is also a lack of responsibility. It is not the
fault of department X but of department Y that has not correctly positioned the
product (solution) in the market. When sales descend, all existing ghosts
appear within the organization. It is an endemic evil that many organizations
have and that I recommend cutting rennet, immediately.
The company has ambitious, realistic goals but the
sales staff lacs motivation, bite, motivation, the willingness to change
In this topic the problem is not between departments but
between the levels of the company. Lack of commitment, lack
of leadership, lack of credibility, lack of empathy are the evils that appear
when sales decrease. A little as mentioned above, the blames are thrown to the
sales department without considering the commitment of the entire company with
the budgets generated assuming that they have been participatory. We will also discuss this topic in the following
chapters.
Lack of familiarity with excellence in strategy development
at the managerial level
It is the end. When
there is a lack of trust with the leaders and managers of the company, we have a serious problem within the organization. The lack of trust is
immediately followed by the lack of
commitment and the ability of leaders to develop the company's
strategy is questioned. A point that we do not want to reach and that we will
try to avoid. The answer in the next chapters of SALES RESULTING.
José
Carlos Álvarez Tobar
Member
of the Advisory Council
AW
Investment Advisory
c/Provenza 290, 2º 2ª A | 08008 Barcelona
T: (+34) 93 205 5950 | M: (+34) 607212156
www.awinvestment.eu
josecarlos.alvarez@iese.net
Sales
Sales Resulting
SITUATION
SITUATION
Sales decline, the expected returns are not achieved.
Las
ventas son el termómetro permanente de las empresas y negocios.
Si las ventas van creciendo todos los problemas que existen en la empresa se
relativizan y son menos importantes. Se "permiten" excesos y desviaciones sobre
el presupuesto. Muchas organizaciones caen en este error. Se genera
"grasa" y se ocultan errores
de gestión.
Cuando las ventas
empiezan a declinar y no se cubren las expectativas sobre beneficios aparecen todos los males de las
organizaciones. El termómetro, al igual que en las personas, sube y aparece
la fiebre. Empiezan los recortes en casi todos los capítulos del Budget:
publicidad y propaganda, ferias y exposiciones, marketing, viajes, etc.
No success despite intensive
consulting/training/coaching
En muchas ocasiones se nos ocurre recurrir a cursos y programas
intensivos de consulting / training / coaching. Me quiero referir aquí
especialmente a los cursos de training para la red de ventas. Claro, en cuanto
las ventas descienden, toda la
organización mira al departamento de ventas como si fueran los únicos
culpables de la situación. Cuántas veces se repite: " nuestros vendedores
no tienen la capacidad suficiente. Debemos formarlos y cambiar su manera de
vender".
Para empezar, cuando las ventas descienden, el problema es de toda la organización y segundo, cambiar los ´hábitos y formas de vender es una tarea muy difícil, por no decir que casi imposible. Ahí radica el
éxito de nuestra metodología. En AW Investment Advisory no queremos cambiar a las personas. Queremos facilitar a la organización y a las personas las herramientas
necesarias para llegar al éxito.
Market position is weakened, competitors do better
Otro de los tópicos que aparecen en cuanto las ventas
empiezan a descender. Nos comparamos con los competidores y siempre tenemos la
tendencia de hacer evaluaciones
pesimistas. Cuando descienden las ventas todo es pesimismo. Cuando crecen
las ventas nos permitimos el lujo de "gastar más" de lo
presupuestado. Todo un paradigma
que trataremos de cambiar.
The product (solution) to be utilized is not placed
successfully in the market despite attractive potential
También aparece la falta
de responsabilidad. La culpa no es del departamento X sino del departamento
Y que no ha posicionado correctamente el producto (solución) en el mercado.
Cuando las ventas descienden aparecen todos los fantasmas existentes dentro de
la organización. Es un mal endémico que tienen muchas organizaciones y que
recomiendo cortar de cuajo, inmediatamente.
The company has ambitious, realistic goals but the
sales staff lacs motivation, bite, motivation, the willingness to change
En este tópico el problema
no es entre departamentos sino entre los
niveles de la empresa. Falta de
compromiso, falta de liderazgo, falta de credibilidad, falta de empatía son los
males que aparecen cuando las ventas decrecen. Un poco lo comentado
anteriormente, las culpas se echan al departamento de ventas sin tener en
cuenta el compromiso de toda la empresa con los presupuestos generados
suponiendo que estos hayan sido participativos.
También hablaremos de este tema en los siguientes capítulos.
Lack of familiarity with excellence in strategy development
at the managerial level
Es el punto final. Cuando aparece la falta de confianza con los líderes y managers de la empresa tenemos un grave problema dentro de la organización. A la falta de confianza
le sigue inmediatamente la falta de compromiso y se pone en duda la capacidad de los líderes para desarrollar la
estrategia de la empresa. Un punto al que no queremos llegar y que trataremos
de evitar por todos los medios. La
respuesta en los próximos capítulos de SALES
RESULTING.
José
Carlos Álvarez Tobar
Member
of the Advisory Council
AW
Investment Advisory
c/Provenza 290, 2º 2ª A | 08008 Barcelona
T: (+34) 93 205 5950 | M: (+34) 607212156
www.awinvestment.eu
josecarlos.alvarez@iese.net
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