Despite the situation we find ourselves in (does anyone even know how to describe the exact situation we find ourselves in?), it turns out that there is a demand to continue living as normal a life as possible - despite "the situation.".
So after a slight deviation from the series of articles on business planning, for a quick review of Operation Protective Edge, and two more columns on the caution required in the world of investments, we will try to get back into the groove of columns on starting businesses, sales, and marketing, in the hope that we can continue in succession for several weeks.
Let's start by reviewing one of my favorite topics: sales.
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As a reminder, I believe there is a big difference between marketing and sales.
According to my definition:
"Marketing" (or advertising): Its role is to bring the potential customer to the store or business.
"Sales"": The role of the agent or salesperson in the store is to carry out the transaction itself.
We have already touched on and dealt with the subject of advertising in previous articles, apart from the fact that it is a whole topic in itself.
Now let's move on to the sales.
But, just before we go over the correct sales steps - a question:
What does she "know"?
In all the lectures and workshops I've given to date, I've received a variety of answers and hypotheses: "closing a deal," "finally transferring the product to the customer," "persuasion," "ending the process," and so on and so forth.
In order to understand the process, we must truly understand - what is a sale?
I will answer briefly: Sale means the transfer of "something" from point A to point B. In exchange for the same thing that was transferred from point A to point B, something else will be transferred from point B to point A.
That's all.
Describing a sale as the transfer of a product is incorrect. Because you can also sell a service. You can also sell an idea (which is not a 'product' at all!). Also, not in every case does a payment in money come in exchange for the product sold.
Sometimes the exchange is another product (barter in Hebrew). As the Gemara describes, "He who exchanges a cow for a donkey." Sometimes the exchange is in the form of money or something immeasurable.
Let me give you an example: I know quite a few people who are willing to do completely stupid or ridiculous things in exchange for respect or attention.
Kerry: If the honor patient wants to acquire a little respect right now, he is, in the bottom line, a customer. And a customer pays for products he takes. If he approaches a seller and wants to acquire respect, the seller can sell to him - and ask for a return. Sometimes the return can be in money and sometimes in money's worth.
This is the essence of the sale.
If we understand this, there is a reasonable chance that we can improve our sales processes in the future.
And finally, in preparation for the next column: We just answered the question of what a sale is.
Try to answer the following question: "Who is a salesperson?""
(Prize for the correct guess 😉)
Questions, answers, comments and clarifications are welcome at my personal email: [email protected]
Yours as always,
Micah Sholem.
• The writer is the CEO of the consulting firm M&S, which specializes in business consulting, raising business credit, building and improving sales departments, valuations and recovery plans. And he is the founder of the 'School of Business Management - Startup'"
