These days, for anyone who dreams of developing your business, it is necessary to pay attention to some sectors, such as marketing and sales. Without them, it is quite impossible that the team's results grow. Besides, another matter that is often overlooked in a company is reception.
Noara Pozzer, speaker and consultant, gathered all her practical experience in this book. She argues that a trained reception team considerably increases the company's revenue. Allied to this, good sales practices and emphatic digital marketing strategies are essential.
"Insights Sobre Atendimento, Marketing e Vendas", a work totally focused on practice, aims to educate managers to the path of better training and performance of their team. With an easy and instructive language, it is mostly divided into topics, which facilitates reading.
In this summary, you will learn effective tips and steps so you can prepare your team and make the sales of your establishment take off.
The book "Insights Sobre Atendimento, Marketing e Vendas", written by Noara Pozzer, was published on May 15, 2020 by Editora Madamu. It contains 220 pages and it's divided into 3 big sections about customer service, marketing and sales, respectively.
This work is a compilation of learnings and practical tips from the author's experience, who has extensive experience in the fields of social communication, people management and training. Each chapter can be read separately, without affecting the range of the book and can be used as a guide for consultancies.
Noara Pozzer has a degree in Physical Education, a postgraduate degree in Administration and Sports Marketing and an MBA in Marketing and Business Strategy & International Marketing at the University of La Verne in California.
With over 10 years working in social communication and leading high-performance teams, she was the creator of the so-called "VIP Service Method", which focuses on reception, sales and marketing.
Currently, Pozzer works as Head of Marketing and Sales at Vertical Digital and has an extensive experience as a consultant and speaker in the business world.
The book "Insights sobre Atendimento, Marketing e Vendas" discusses themes related to customer service, marketing strategies, sales techniques and team management.
Therefore, it is suitable for professionals in the field of social communication, businessmen and managers who are seeking to improve the training and performance of their sales or marketing team.
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One of the biggest measures of success in a sale is that carried out, spontaneously, by satisfied clients. Pozzer argues that any company needs to provide at least one service center online for its customers because today everything is related to the internet.
Thus, it is essential that the team monitors and takes care of its reputation on social networks, interacting with followers and positioning itself regarding positive or negative feedback, because even the smallest mistakes can destroy a brand, as a result of the accelerated dissemination of information in the virtual world.
For this, the author presents 4 practical tips on how to provide a good online service:
The team's education is the first step so that the company can gain prominence amid competition. This is because the more the employees are professionally trained and specialized, the more the customers tend to be satisfied with the reception.
The author endorses: to have highly efficient employees, it is important to invest in training related to areas such as customer service, management, sales and marketing. These courses are the basis to synthesize a good relationship with the client.
"It is through the reception that customers will be able to differentiate a high standard business from a low-quality one."
In addition, team education is favorable for the team itself, as it helps with the growth and retention of good professionals and creates the opportunity for the exploration of new talents within the company.
Inefficient service makes the customer feel dissatisfied with the assistance and wanting to leave the company at the first opportunity. Therefore, the first contact is extremely important for building the relationship with the client, as well as for maintaining it.
Here, we present 5 practical tips on how to build a personalized and successful reception. They are:
The VIP Service, developed by Noara Pozzer, has this name because the client wants to be treated as someone significant, like a VIP person. The chances of someone making the decision to be the customer of a company, after an exemplary reception, are enormous.
The VIP Service Method evaluates a number of criteria. Therefore, for a brand to be considered of a high standard, it requires to have a level of excellence in the following aspects:
This way, enable a specialized team to offer a high standard of service, provides a series of advantages for your company, including:
Inbound Marketing is a strategy that consists of sending a series of informative content to the customer, through infographics, e-mails or videos, and has the purpose of making the customer willingly interested in the product or service offered.
It is the best alternative to the traditional incisive sales approach, which we know so much. Nowadays, Inbound Marketing is a trend, because thanks to the internet people are spontaneously seeking information, without the need for a more strict strategy.
That's why Noara Pozzer brings 6 essential reasons to use the exceptional practice of Inbound Marketing:
Many metrics must be taken into account when planning online strategies, such as ROI (Return Over Investment), feedback on social networks, conversion of email leads, etc. Therefore, explains Pozzer, these platforms are even more assertive than traditional offline media.
There are several reasons why this may be occurring. Nowadays, there are many social networks available, such as Linkedin, Twitter, Instagram, Facebook, Snapchat, among others. Each of them demands a different language and we must pay attention to this.
A topic that needs to be considered when we discuss social networks is about the constancy of posts. At least weekly they must occur, and therefore, it is essential to have a planning schedule of the sites so that the marketing team doesn't get disoriented.
We also know that visual identity counts a lot for the company's social media profile, as it needs to be attractive to the target audience. Thus, maintaining a beautiful pattern of colors and a well-designed page greatly improves the performance of the brand's profiles.
Another point of extreme importance, perhaps what should be given more attention when planning posts for social networks, is the creation of engagement. Posts with questions that lead the Internet user to want to interact with the company need to be prioritized.
Finally, it's crucial to keep in mind that posts on the company's social networks cannot be made only with the intention of selling, as this itself makes the page tedious and unattractive. As a result, seek to diversify the information in the content of the posts!
For a team to be successful, it needs to be constantly motivated. Consequently, many leaders, in turn, avoid talking about important issues, concerned that the reaction will be the opposite for the team.
In any case, these guidelines need to be discussed and Noara Pozzer points out that, fortunately, there are strategies to communicate with the sales team in an assertive manner, without jeopardizing the manager's role. They are:
Goals are a constant for the company. They must be reminded continuously and not just at the end of the month. Many managers find it difficult to request them, for fear that they are causing unnecessary pressure on their employees.
A good practice is to mention the company's goals in weekly meetings, collectively, without individually "pointing the finger" at anyone. Thus, in addition to promoting unity and collaboration within his team, the leader still remembers each member of their contributions.
As important as goals, metrics are part of the routine tasks of the group. The manager's role is to familiarize his members with all metrics. Therefore, it is essential to always bring them to team meetings, taking as long as needed to explain them.
Managers are a reference within the team, but in no way the team can depend exclusively on them. It is necessary that the leader promotes the autonomy of his collaborators, because without self-managing people, task control becomes far more inflexible and authoritarian.
Whenever there is a disagreement, either between team members or between manager and employee, it must be communicated and resolved in a transparent manner. One of the worst practices inside a company is the dissemination of "gossip" or conversation "behind people's back".
Therefore, such acts must be eradicated from the corporate environment. To this end, the leader must show himself to be a very accessible person, and always pay attention to the pace of his team.
It is extremely necessary to get to know who your competitors are in the market. Customers will often mention other establishments and the sales collaborators need to be observant, especially, to recognize what differentiates your company from others in the same industry.
Comprehend who the competition is, however, doesn't mean despise or be unethical, nor to practice plagiarism.
Currently, argues Pozzer, there are thousands of people who crave to start their own business, but do not understand how to do it. However, regardless of the field of the entrepreneur, there is one sector that deserves their utmost attention: sales.
In this chapter, the author presents 10 tips for increasing the number of sales:
These steps indicate that we don't always need to create fancy strategies to sell more. Often, increasing revenue means paying attention to details, such as, for example, separate greater attention to after-sales customer service, which is able to provide the loyalty of the client.
In "The Sales Bible", the online sales speaker and consultant Jeffrey Gitomer gathers his own insights into this work, which is considered by many to be one of the essential books that every salesperson should read.
Seth Godin, in "This is Marketing" explains that marketing goes far beyond advertising, and for that it is necessary to have a broad and deep understanding of the specializations and strategies within the field.
The book is dedicated to the internet world, focusing on digital marketing. The author argues that this area is specialized in seeking constant improvement, creating culture and making positive changes.
Finally, "Be Our Guest" tells us about the service practices that Disney performs with its clients, and that simply leaves them in love with the brand. Published by Disney Institute itself, it is an unmissable read for those who work with reception and service.
The book "Insights Sobre Atendimento, Marketing e Vendas" has immediate applicability in the routine of a team that works with those fields. So, let's review some concepts that managers need to take into account for having a high performance standard:
The book "Insights Sobre Atendimento, Marketing e Vendas", by Noara Pozzer, is an excellent practical guide, with essential tips for managers and salespeople. We hope that this summary has provided you good insights.
The full version of the work in portuguese can be purchased by clicking on the book below!