One of the more controversial issues in companies is the systematization of processes related to the commercial area.
- Customer and prospect databases
- Sales process documentation
- Systematization of processes
- are a mirage for most companies.
Many already have it, but others are still a long way from having something in this direction.
Since we don’t have all the time in the world, let’s look at the customers and prospects database.
In the future, we will focus on the other two topics.
Often the only thing in companies is a database of current customers.
That is, those to whom we have sold in the past.
But even this is usually incomplete, as it was created out of financial necessity and lacks commercial information that matters.
At least not for the salespeople’s work.
As for the database of potential customers, the picture is usually darker.
There are usually listings, very disorganized, very old, and usually not updated.
One of the significant points of success in a commercial activity is precisely the knowledge of the market.
That is, by knowing where our clients are.
Many of the mistakes that we make in terms of commercial strategy result from poor or non-existent information about potential customers.
If I don’t know aspects such as
- How many potential customers there are in Portugal
- How many exist in the area of each commercial
- Where are they located
- What is their invoicing volume
- What is their number of employees
- Who are the key decision-makers
- I can’t, at first, put together a strategy to address the market and optimize commercial prospecting.
Prospecting in itself is already difficult to do.
If you don’t have a method, you may be leaving behind some of the most profitable customers in your area.
One of the successes of prospecting is the systematization and discipline of approaching the clients in our area.
When prospecting is not systematic, and we play “hit and run,” the question invariably arises:
- “Look, boss, we lost an important deal…”
- “So what happened?”
- “Client X launched a tender, and we didn’t even notice!”
- “But why?”
- “We hadn’t contacted him for five years.”
This situation often occurs.
We often have hidden pearls in our areas, and we don’t even know they are there.
Having a database, as you are already realizing, is fundamental.
But even more important than that is that it has to be frequently updated by everyone who deals with customers.
It is often said:
“From the moment it’s bought, a database is dead.”
If it is not regularly updated.
This week, stop for a moment and think about these issues.
Organize your commercial activity, starting with the most basic.
Structure the database of your potential customers and make a plan to get to know them all and your business potential.
Also published on Medium.