The commercial strategy designates the means that you implement to achieve the objectives that you have set for yourself.
In fact, you cannot define a commercial strategy without having defined the foundation of your future business: the business model. And this cannot be decided without an analysis of the context, of the market, of your vision of the company.
In some cases, the best way to get customers is through direct prospecting, which involves using direct contacts to identify new potential customers and turn them into actual customers. In general, prospecting takes three forms:
- Telephone prospecting: you contact people/companies who have the profile of your target to offer them your services/products.
- Prospecting by e-mailing: the same method as telephone prospecting but by e-mail.
- Physical prospecting: you come into direct contact with people (trade fair, door-to-door)
Not all companies use this technique; it’s up to you to see if it is suitable for your business, your goals, your customers. But, if you go, it involves preparing for each interview and having well-crafted sales pitches.
If you use this method, you can combine it with others: communication, prescribing, networking.
This subject is discussed in detail in the next chapter.
Networking – Prescription – Partnerships
Depending on your business, being part of networks to find clients or influencers can be a good idea, depending on your business.
Likewise, creating win-win partnerships with another actor (complementary to your business, for example) is often effective.
It takes the organization to identify the right networks and time to attend the activities of the chosen networks but can be very effective and profitable in the medium term.
Trade fairs, forums, exhibitions
Again, it all depends on your activity, but it is an opportunity to meet a lot of prospects and to collect contacts in a minimum of time. Please note: most salons require a sometimes substantial budget that you must plan.
The sample – The demonstration
If you can, have your prospects to test your products, or give demonstrations. This will popularize your products or services and, if you convince the panel of testers, turn them into recommenders/ambassadors.
The purchase of files for emailing or direct contact
If it makes sense for your business, you can purchase corporate or personal files. Note it: CCIs offer this business file sales service.
The ephemeral store
More and more new brands are opening ephemeral stores, also called pop-up stores. It can also help to be visible and popularize your solution.
Increasingly, crowdfunding (finding money from the “crowd”) is becoming as much a tool for financing as it is for marketing. Indeed, the people who participate in the financing of your project find out. They are likely to receive a gift from you and talk about your business.