The two key words of these professionals are clients and staff. These have evolved so that now need to be motivating workers and constantly watching consumers.
For large commercial manager needed leadership , strategic vision and insight into customers, competitors and market. Still carrying out various functions they had years ago and therefore have the same skills. But while these skills are adapting to changing business needs, there are others that do not change as the relationship with the team.
" The achievement of objectives is impossible if one works with people not believe in them or fails to understand. In this also affects the generational differences that exist within the company and that can bring people together 20 years apart, where knowing how to relate and disclose certain goals is very important, "says Germán García, commercial manager at Iplan Argentina company that provides telecommunications services and cloud computing for SMEs.
However, it is not easy working with teams. For this reason, the experts on these issues emphasize the capabilities that must have a business manager. ability to form cohesive teams, have the confidence of workers and be able to motivate finally be the team that runs the objectives have path in the organization. The latter Augusto Caceres, academic director at the Graduate School of the Pacific University of Peru, is essential, because the charge of this area "should be a sort of guide in the business, that the confidence of their employees to win through motivation and example, which allows it to be admired by his colleagues. "
Motivate is complex, and failure to do so may well bring consequences, even if they seem small, are affecting the business. A study in 2011 by the IDE Business School measured the management of commercial networks in Ecuador, for which he consulted business managers about 80 companies. "We obtained results, in some cases, discouraging. Business managers said their sales force was not entirely motivated because apparently extra-wage benefits they offer to their business, such as medical insurance, training or traveling, not enough to keep your motivated sellers, "explains Gabriel Rovayo, Director of IDE Business School.
But there are other complications , which in sight are simpler to improve, such as being unable to approach people and land the objectives of the organization so that employees understand . A failure that can affect not only a professional in the business area but all management. So finds a study by the consulting LHH / DBM, which surveyed 350 American employees in March 2012, and found the little heads provide assistance to the workers and complicating how the latter perform their functions.Thus, almost 60% get little attention, 31% said they sometimes received help, 27% said their boss rarely gives you information about its functions and 12% say they never get this help.
For Seal Sebastian , senior manager Michael Page , another factor that currently have for every manager in this area is to have experience abroad, mastering English and be willing to move."Whether because he studied, worked or went exchange to another country, this experience is valued, because it gives a much more open view and is a trend that is occurring in local procurement. The second language is because they have to negotiate fairly, closing business opportunities. "
Technologies and uncompromising customer
A customer, these days, is more respected than perhaps long ago. Either because his word has an unexpected value through platforms like social networks, or because with other people becomes a force in lobbying activities of organizations, is currently being on the list of the key aspects of any commercial area. It is known that consumers have changed. "Now we have to deal with a demanding and uncompromising client, it is very difficult to persuade," says Ximena Sanchez, commercial managerPayRoll .
This also relates to driving new technologies quickly and easily information organizations and efforts made to publicize their products. And then changes the whole relationship with consumers.
"Before going to the customer, it is now much interacts via e-mail" , responds Garcia Iplan. One of the challenges of those who are at the forefront of the commercial area these days is how to reach your customers optimally, and which may vary according to several factors, but all agree that the most successful route, when used well it is through new technologies. No wonder companies began to create virtual stores to market products and services. The mission is to adapt, but do it with strategic planning, because not everything that works for some companies will help you get sales or other display.
At least in Latin America is ripe for using social networking platforms like scenario. According to the analysis firm ComScore Digital Business, June 2011 90.6% of the population of the region visited by a social networking site. What follows that the last time the social networking audience in Latin America grew 16%, while the time spent on them rose 88%.
"Change is a transversal condition these days to all companies, as globalization and technology are conditions that prevail for all. If a manager does not align with these market trends is obsolete, "says Mariela Ardizzone, Director of Quality & Selection Adecco Chile.
This is why managers of commercial areas of every business must have a vision. "They have to know the market in which they move and consequently, what customers expect. This is key, do not know exactly what is going to happen with this sector, because who knows what would be the teacher who was in the industry. The reality is you have to focus on what consumers expect, because they want something else tomorrow, "Garcia said.
So did the online shopping portal Point Club, which recently upgraded its platform for customers to recommend certain brands and products. "We rely on what the customer wants technology that can meet these requirements. We have to adapt to this changing market speed of e-commerce , "saysJuan Pablo Torras , country manager of shopping portal. This work adds to close contracts with explusivas brands that provide innovative products, which is his trademark as a company, and keeping those brands that have been successful.
"It's complex, because not only deal with Argentine and Chilean marks but have providers Australia, China and other countries outside the continent. We can not fail in any detail, and while the connection is done by the business management, management is fairly integrated with other areas, "explains Torras.
The growth of economies is creating changes in consumers but also competitors, which multiply. This has impacted on the service sector, which in several countries in the region has shown greater dynamism in part by the development of new technologies, e-commerce sites and telecommunications. "It turns out that the service sector is complex, perhaps more these days. It is not easy to sell services and capacity requires a lot of convincing, while didactic and clarity to convey the message, "says Caceres.
There are also sectors that are more changeable than others such as mining, industrial and retail. "They operate at faster rates and short-term objectives to be met, so if you do not get the expected number, change the strategy of the same," says Ardizonne.
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