With this video "Selling by Objectives | Sales Techniques", we want to develop a key concept that will allow us to Structure that complex world that is the sale.

To start in this process of giving structure to the World of sales, I would like to propose an Individual Work, a very interesting exercise, so that each of us in his situation, Answer the following Question:

What Factors in the Work of the sales professional, in your situation, influence his Results?
And I add, factors of personal nature, that is, factors that depend fundamentally on the Seller.
Take a short time, to think about the different answers that you can think of to this question. Then the answer will come and you can compare.

OKAY. All the ideas that may have come to us, we can include them in the concept: Analysis and Evaluation of Sales Activity.

An analytical system and objective to contemplate the Sales Team.

The Three Dimensions and the 10 Areas of Sale, according to the following development:

3 DIMENSIONS and 10 AREAS

First dimension QUANTITY

01. Workload

Second dimension DIRECTION

02. Customer direction.

03. Product Management

04. Direction in Work Tasks

Third dimension QUALITY

05. Product Knowledge

06. Customer Knowledge & their Environment

07. Knowledge of the Competition

08. Short Term Contact Skills

09. Long Term Contact Skills

10. Sales, Negotiation, and Communication techniques.

Now let's go deep into this new concept, the Three Dimensions, and the 10 Sales Areas.

Let's start by saying that the sales result of a Salesperson is the consequence of his professional performance.

In the first analysis of this performance of the professional, we can decompose it into the three dimensions of the sale, that is:

Quantity, Direction, and Quality.

Going deeper into this analysis of the professional performance, we conclude that these three dimensions of the sale, in turn, can be decomposed into the 10 specific Areas of Sales Activity as we have just seen.

First, the Quantity Dimension gives rise to the first Activity Area which is the Quantity of Work.

And what is Quantity of Work?

It is the time that the sales professional works developing his professional activity, but since our activity is Personal Salling, the way to measure it will be the number of sales interviews that the sales professional has at the end of the week, the month, or the year; following the imposed KPI (key performance indicators).

The Second Dimension is called Direction.

And the Direction dimension is broken down into 3 Sales Activity Areas. The first of the direction and the second of the 10 is called Customer Direction Customer Management.

And what is Customer Management?

Well, it is the distribution of efforts that the sales professional makes concerning the different market segments, the different types of clients that have, devoting more attention to some with relation to others, according to different criteria.

The second Area of ​​the Management dimension and the third in the 10 Areas is Product Management.

And what Product Management?

It is the effort distribution the sales professional makes concerning the different products and services that he carries, devoting more attention to some than others, based on his different criteria.

And the third dimension of Direction and the fourth of the 10 Areas is Direction in Work Tasks.

And what is Work Tasks Management?

It is the effort distribution made by the sales professional concerning the different tasks that he develops.

Logically dedicating more time to the most important task, which is visiting his clients, without forgetting, neglecting other tasks of lesser importance.

And here we go with the Third Dimension, Quality.

Quality has six Areas to complete, the 10 of Sales Activity, which gives rise to the three dimensions that we are citing of quantity, direction, and quality.

Number five of the 10 Areas and the first for Quality is Product Knowledge.

It is the level of knowledge we have of our products and services in which we must logically be experts.

Area number six is ​​Customers Knowledge and their Environment.

It is the knowledge that we have as sales professionals, of our clients and their environment, knowing that the greater the knowledge in this Area, the more facilities I give myself as a seller to sell more and better.

Number seven is Competency Awareness.

And here it must be said that, on many occasions, this Area is the most neglected by all sales professionals, because they tend to think that no one likes them and their products have rivals in their the market. Overconfidence.

Now we enter number eight of the 10 Areas which is the Short Term Contact Ability of the sales professional.

It is the social ability that the sales professional has to be accepted as a person, quickly accepted by his clients based on a series of aspects that soon enough will be treated.

Number nine of the 10 Areas is the seller's Long Term Contact Ability.

If with the Short-Term Contact Ability, we would open the customer door, with this Long-Term ability we keep them open and we achieve customer loyalty.

The aspects that define this ability will also be conveniently covered soon.

And finally, we come to Area number 10, Sales Techniques, the Negotiation Techniques, as a step beyond selling, and Communication Techniques.

This Area, not because it is the last to be cited, is the one of less importance, on the contrary, this area number 10 could be the summary of the 10 Areas of the Sale, because in a way it includes all of them.

Ultimately, what we want to say is that with these Three Dimensions, Quantity, Direction, and Quality, we can draw a figure, a cube, with its three edges as seen in this diagram.

Cube Scheme (in YouTube video).

And those three dimensions, quantity, direction, and quality, are defining the Results that the sales professional obtains.

And here we sales professionals have a big challenge. Me too, because I am also selling my services, and that challenge is: how to increase this cube figure? How can we make it bigger?

Because if we increase the Quantity, even for a little, and the Direction even if it also for a little, and the Quality too, where there is always a place for improvement, what will happen is that the cube will increase its dimension, and the R of Results, would increase greatly.

And that is precisely what all sales professionals want to achieve, to increase their Results.

Now Two Questions:

1st - Which of the 10 Sales Areas, in our situation, do we think they have no value at all for us?

Take some time to think of a response.

All are of Value, they are the Sale.

2nd - What are the three most important Areas in our Situation - Let's think and choose. Take some time to respond.

Yourselves, because your specific situation could be different from the rest.

Was the choice difficult?

Surely NO.

Well, We will talk more about this in the future.

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Thanks, best regards, JM.