In summary
Recipients
All companies and industries in every sector that want to enhance, structure, or build an effective sales force by combining Sales Management with Marketing. Suitable for service, commercial, and manufacturing companies.
Objectives
Structuring: structure effective sales and marketing processes
Adv: create effective online and offline advertising campaigns integrated with the sales network
Branding and sales: spread the brand and increase sales
Cost reduction: optimize the costs of the commercial structure
Training: create a training process for the sales network
Monitoring: create and manage KPIs to initiate a process of continuous improvement and forecasting
Integration: integrate sales and production/purchasing with reliable forecasts
Expansion: expand quickly and without risks, even internationally
Timelines
For the complete structuring, the Temporary Manager: with an intensive presence of a few months, then it fades and transforms into occasional consultancy for a total duration of 1 or 2 years until the company achieves self-sufficiency.
For situations that only require improvement, Management Consulting is applied, which involves a few meetings per month for 8 / 14 months.
The phases
The project is based on 4 main successive phases. To proceed to the next one, the previous one must be completed.
Analysis and Project
Analysis of the current situation and creation of the renewal project with timelines and costs.
1
Test
Identification of a test environment to try the strategy with limited resources and faster outcomes.
2
Implementazione
Based on the test results, correction of the project and implementation of the activity across the entire company.
3
Espansione
Once the strategy is consolidated, it is expanded to new areas/sectors/markets.
4
1 -
Analysis and Project
1.1 - Analysis
A snapshot of the company is created in the following areas:
Customer Segment: potential and desired (Buyer Persona)
Markets: Italy and Abroad (business internationalization)
Offline Media: catalogs, brochures, posters, displays, etc.
Online Media: Websites, social campaigns, Influencers, SEO, Bloggers, etc.
Ongoing Campaigns: advertising, discount, promotional
Competitor: segment and top of the range
Prices: product prices compared to the market and pricing policies
Commission system: network incentives
Delivery/order/production times: of the products
Training: how the sales department is formed
Distribuzione e Retail: how product distribution occurs and what knowledge the network has
Brand: positioning, awareness, and reliability
Sales Process: how the product is sourced, sold, and resold
Purchase Process: of the customer (Sales Funnel)
Support and Customer Care
Desires: where you want to go
Financial plan: investment budget and solvency
Personnel: who does what, and what they can actually do
and much more.
This is needed to have a complete map of the company, the product, and the way to present oneself.
1.2 - Project
Based on the analysis, the actual project is created, accompanied by:
Detailed Activity Plan: what needs to be done
Timeline: the various steps of the scheduled activities
Economic Plan: investments the company must undertake and potential revenues
Human Resources Plan: resources to be utilized, trained, and hired
Expected results: economic, visibility, increases, etc.
Where possible, artificial intelligence tools will also be integrated for:
Monitoring of processes
Prediction to make effective forecasts
Automation to help the
Translation of texts and videos
Support to create effective responders
and much more
2 -
Test
Based on the planned activities, a test environment is identified, which is a small part of the commercial process that can be used to verify the effectiveness of the initiative.
This allows for an actual field test with limited resources and budget, evaluating in the short term (even in just 3-8 weeks) the possible benefits and expected results.
Everything is implemented with low-cost standard systems and monitored through low-cost CRM.
3 -
Implementazione
3.1 - Creazione Materiali
La prima fase consiste nella creazione di tutti i materiali necessari per lo sviluppo, solitamente realizzati dal marketing, come ad esempio:
Schede tecniche: completezza e dettaglio per minimizzare la formazione e le malinformazioni
Modifiche al sito web: il primo punto d'atterraggio dei potenziali clienti, se non è strutturato bene non genera contatti
Modulistica per le promozioni: dettagli e tabelle di monitoraggio
Video/foto etc: per presentare correttamente e dare i dettagli necessari
Presentazioni e POP: per avere i touch point standard con il cliente
Campagne: per portare nuovi clienti, sia online che offline (captazione, cartellonistica, pubblicità su giornali, riviste, TV, etc)
Piani provvigionali, di scontistica etc
Any software modifications: to monitor and optimize the system
They should mostly be developed internally for product/service knowledge.
3.2 - Training
For the creation of materials and their maintenance, personnel training is conducted based on the educational plan.
3.3 - Creation of the BDC
Based on the plan, the Business Developer Center is structured, which will be the true hub of commercial and marketing activity. It is a team of people who will create and structure the business. For example, some processes that were previously assigned to the agent network will be internalized, such as:
New client research through digital campaigns, targeted calls, general ADV etc
Upselling and cross-selling through client analysis and related targeted offers
Client monitoring to alert the agent in case of any order anomalies
All this is supported by the implementation of a corporate CRM software. The goal of the BDC is to structure sales and create the "perfect sale", a modus operandi that methodically allows for achieving an expected result, without having to rely on "super personnel", whose departure could cause significant damage to the company.
3.4 - Results and Continuous Monitoring
Through the CRM (Customer Relationship Management) software, it will be possible to structure the sales process, monitor results, and estimate the achievement of the goal. It will also allow initiating a Deming cycle (PDCA - Plan, Do, Check, Act) for the continuous improvement of the commercial structure.
4 -
Espansione
Once the processes are consolidated and the minimum set objectives are surpassed, a new plan is created aimed at further expanding the company and improving its efficiency.