ADJUSTMENT OF THE SALES PROCESS TO MARKET REQUIREMENTS IN THE COMPANY SAM D.O.O.

Bistvo teorije in prakse trženja je, da izhajamo iz plačilno sposobnega povpraševanja trga, na osnovi tega razvijamo, oblikujemo, proizvajamo tiste izdelke ali storitve, ki jih zatem lahko prodamo plačilno sposobnim kupcem. Marsikaj, kar se je v letih gospodarske rasti kazalo kot uspešna tržna strategija, nepogrešljivo trženjsko orodje, dobičkonosna prodajna tehnika, doživlja ne le spremembe in prilagajanja zmanjšanemu potencialu trga, pač pa kaže tudi na potrebo po globljem premisleku, kaj in kako naprej, ter na iskanje novih rešitev. Lahko bi rekli novih odnosov, saj prodaja oziroma nakup v bistvu to tudi je. O tem, da mora biti posel koristen tako za prodajalca kot kupca in v njem zadovoljna oba, ni dvoma. Kako priti do kupca, ga prepričati o nakupu, ga narediti zadovoljnega in tudi zadržati, pa je seveda že precej težje vprašanje. Kupec se odloča na temelju dejstev in čustev – mehanizmi odločanja so pogosto nezavedni, usmerja ga psihološki, evolucijski, kulturni in izkustveni avtopilot, ki odloča namesto nas. Zaupanje je vprašanje, ki se pojavlja v vseh točkah prodajnega procesa in na vseh ravneh poslovanja. Vendar pa glede na negativne izkušnje brez zaupanja ne gre in dolgoročen odnos s kupci lahko gradimo le na osnovi vzpostavljanja in ohranjanja zaupanja. Zaupanje nam lahko prinese veliko, lahko pa nas tudi nekaj stane. Nezaupanje ne more prinesti ničesar. Čedalje hitrejše spremembe, vse večja zapletenost trga, izrazitejše tveganje in negotovost sta v času pretresov tržna realnost. Družba mora zato poskrbeti za večjo prilagodljivost na vseh ravneh, zlasti v trženju in prodaji, če se hoče ubraniti zunanjih pretresov in kaosa, ki jo lahko uničijo. Prilagodljivost je način razmišljanja, ki ga morajo prevzeti tržniki in vsi, ki sodelujejo z njimi. Prilagodljivo razmišljanje prispeva, da se strah preobrazi v ukrepanje, težave pa v odločnost.The essence of the theory and practice of marketing is to derive from the solvent demand of the market upon which we develop, shape, and manufacture the products or services which can then be sold to solvent buyers. Much of what turned out to be a successful market strategy, an indispensable marketing tool, a lucrative selling technique in the years of economic growth is experiencing not only changes and adaptations to reduced market potential, but also shows a need for a deeper consideration of how to proceed and find new solutions. We could even say new relationships, which in fact buying and selling really are. There is no doubt that doing business must be useful for a seller as well as for a buyer, in addition both must be satisfied. However, a much more difficult question is how to reach buyers, persuade them of a purchase, make them satisfied and keep them. A buyer decides based on facts and feelings – decision making mechanisms are often subconscious, driven by psychological, evolutionary, cultural and empirical autopilot deciding for you. Trust is a question emerging at all points of the sales process and at all business levels. Nevertheless, taking into account the negative experience, nothing can be done without trust, and a long-term relationship with buyers can only be built on establishing and preserving trust. Trust can bring us a lot, but has its price. Distrust brings nothing. Quicker changes, even more complexity, significant risk and uncertainty are a reality in times of market shock. Society should, therefore, look for higher adaptability at all levels, especially in marketing and sales, if it wants to prevent itself from outer jolts and chaos which can destroy it. Adaptability is a way of thinking that marketing people and their peers need to master. Flexible thinking helps to transform fear into action, and problems into determination