Experts recommend having clear goals and designing an action plan.
SANTO DOMINGO – In an increasingly competitive digital environment, selling is no longer just about offering a product or service, but about establishing genuine relationships and deeply understanding the customer's needs. However, to achieve this, a clear strategy is required to provide realistic solutions.
This is highlighted by Rose Paulino, a digital business consultant, who points out that “a good communication strategy impacts all areas of a business, especially sales.” She emphasizes that “social media is not the business.”.
Rose Paulino. (External source).
“Communication and marketing on social media must be based on a business strategy,” which must be supported by defined objectives, actions, and tactics, since, as he explains, a lack of clarity can cause posts to generate good interaction but not boost sales and, therefore, result in “few transactions in the company’s coffers.”.
For her part, Nadia Tolentino, a marketing strategist and publicist, points out that not knowing your value proposition is another common mistake when selling. “If, as a brand, you aren't clear about your differentiators, the value you bring to the market, and, above all, the real benefits your customer receives, selling will always be more difficult.”.
Tolentino points out that "when you focus solely on closing without having this clear foundation, you make a second inevitable mistake: not having a structured process.".
He recommends not selling in an improvised way, because this "frustrates, wears you down and, in addition, does not allow you to keep statistics that help you identify what to adjust or at what part of the process the customer is getting stuck.".
Design a strategy
According to Paulino, “there are many ways to categorize a sales strategy and it depends a lot on the specific objective that the company is working on,” because they can be focused on attracting new customers or on selling to recurring users.
He explains that the main thing is to have a clear and measurable objective, which should set the course: "a differentiated positioning that allows us to show the market why to choose us, what we do differently and how we have developed our product or service.".
Furthermore, it indicates that it is essential to have an offer of concrete results, have an automated sales system, generate continuous traffic and analyze the data to "optimize and make increasingly strategic decisions, focused on achieving the objectives established for the sales strategy.".
