How To Win Competitors (sector B2B)?
During an epoch of globalization quality and the cost price of the goods at manufacturers and sellers is gradually equalized, the unique selling proposition is quickly copied and the importance and influence of brands weakens. It is possible to change competitors only in one thing – in a style and quality of service of buyers.
Those methods of sales which worked earlier will not necessarily work well in the future. Introduction of information systems at the enterprises any more doesn’t provide competitive advantages and it is required only for not lagging behind the competitors. If you want to keep at least a current share of the market and to remain on a place all is required to run faster and faster. The one who spends a minimum for acceleration wins.
The success in bigger parts depends on the administrative approach. I would allocate 3 kinds of the approach to management of sales: clever, standard and creative.
“The clever” approach:
To define key indicators of efficiency of sales (for example, profit on sale, the sale cost price, quantity of sales)
To measure these indicators in various cuts (on channels of sales, clients, commodity groups, departments, managers)
To spend system work on improvement of indicators
To measure satisfaction of buyers
To correct ways of service of consumers and approaches to business dealing
“The standard” approach:
To supervise quantity of the exposed and paid accounts and to ask with some periodicity (once in a week/month/year):
- Why it is so little exposed
- Why not all exposed are paid
- How to improve a situation
“The creative” approach:
To establish a low salary and high percent
To neglect all
Depending on a maturity of your business and a market situation you should make a choice between different lines of thought to management of sales but in long-term prospect the rate on independence of system of people and the spontaneous monitoring system of quality of service of consumers wins.
Benefits and advantages “before” and “after” introduction of CRM systems can be requested of any seller and CRM manufacturer. It is much more important to understand how you are going to change servicing by means of concept CRM and how the system CRM will help managers and heads to save time and to supervise quality of servicing.
Control and the account even the simplest operations allows to raise considerably and practically without expenses overall performance of sales departments.
Introduction of concept CRM doesn’t demand purchase of specialized information system. Qualitative service of buyers becomes a necessary condition for business dealing. In the big companies with the number of more than 250 people – CRM is introduced in 30-50 % cases and in small and average – only 10-20 %.
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