The challenge of new marketing models, how technology increases results and reduces costs.
Selling has been, is and will be the main activity of all companies in the world. Without sales there is no income, without sales the circle between a brilliant idea and its enjoyment in society is not closed, without sales there are no Companies.
But you can sell in many ways. There are those who collect demand and “dispatch” although this is less and less frequent, there are those who must offer permanently in order to sell and there are those who associate with third parties. The markets are hard and difficult, the demand and purchasing power have fallen and the buyer is more demanding and more informed.
What is a constant, regardless of the model, and precisely because of the difficulty in the current sale, is the concern to reduce the costs of the sales process. Under this idea of combining results and reducing costs, new ways of meeting both requirements appear, and here technology and innovation are determining factors in reaching a successful conclusion.
Reinventing the way of doing things and advancing in the way of reaching the market is achieved with two factors: Technology as a means and Creativity as an impulse.
It is not about breaking with everything that has been done so far, it is about continuing to maintain the previous good and making the logical evolution towards the new channels and markets.
Why has the work of a classic insurance broker become Rastreator or Acierto?
Because, by maintaining the traditional sense of this activity, new ways of reaching the market are created. To do this, the established order is reversed; the classic mediator worked for the insurance companies. In the case of Rastreator or Acierto the perception of the market is that insurance companies work for them.
How did they do this?
By investing in advertising and technology, reaching the market through a new channel, the Internet channel. Technology is at the service of changes in the business process, helping to reinvent an activity and creating a new environment for the relationship between companies and customers. An environment in which the relationship is created taking into account each customer individually, and in which the customer’s experience and perception is one of the best sales arguments for new customers. And by drastically reducing costs, there is no longer a need for an “army” of salespeople to publicize products and knock on doors. The customer knows the brand and contacts it when it suits him best.
Technology and Creativity create more profitable and competitive sales environments in terms of turnover and costs.
Autor: Gonzalo Fernandez Fernandez-Cuesta (@gofernandezfc)
Director Comercial y Marketing