“Human management in the commercial area is deviated. A team of salespeople who don't know the difference between price and value worthless".
The above sentence was said by Murilo Bronzeri, founder and co-director of Make Better Treinamentos, a company specialized in training Commercial and Customer Service departments.
According to the executive, the market today takes into account only the price of the products and not the value they offer.
And a good part of this problem is due to the poor management of the Sales teams, which have problems in relating and communicating with people.
Murilo was one of the guests at ACE Sales & Marketing Week and spoke to the startups of the Start and Growth stages of the Best Startup Accelerator in Latin America.
Passion for people
It is important that salespeople are passionate about people and know how to pay attention to customers, understand their problems.
There cannot be a relationship of simple convenience. And therefore, vanities must be stripped.
"Often, you will call a customer who will not want to serve you, or who is out of patience," he exemplified. "And the salesperson must continue to treat him well and with respect in the same way."
Expensive is not worth
Knowing how to deal with people and understand their problems and aspirations is fundamental in the marketing process.
This is because you will not sell a product for its price, but for its value. And this will create a great competitive advantage: priority.
"If you make your product a priority, the money will appear," stated Murilo.
For him, the seller needs to be also passionate about your product and show the customer that the number on the price tag is small near the benefits that will be provided.
Presentation, communication and service
The executive explained that there are three simple actions for salespeople to better relate to people:
“It's just a name, a hand and a smile. Simple, but the guys don't train ”.
It is an exchange relationship. You "offer" a greeting and your name and the person will not refuse to return. From there, you have already established a connection.
"The first minute of a sale is essential to win a 'please sit down'," he summarized.
As important as knowing how to convey the value of your product is recognize signs that the customer is moving away from the business.
If the conversation is ending with expressions like "I will try", "I think" and "I would like" may mean that he will not return.
Service is giving attention.
And many sellers are not 100% attentive to the customer when he speaks, even responding to cell phone messages while selling.
It's needed understand the pain that he's feeling, the intonation of the voice and even the body expression.
"You may not sell, but he will leave saying that he has never been so well served in his life," he said.
Murilo stated that the best way to increase the performance of commercial teams is to train them daily, including details and technical questions.
The executive also left some advice to startups:
- Never use the word cost without benefit at the same time;
- Every sentence must have numbers. You don't manage what you don't measure;
> “I'm going to make a meeting at 2 pm”, “I'm going to call 20 customers”, “I want to earn 1 million”.
> This helps to align expectations, set deadlines, etc.
- “Every seller is, in fact, a reseller, because he buys [the value of the product] and then resells it”;
- Gameficted internal marketing. "Your company becomes a game and the guy wants to beat a record".