Aaron Rodriguez explains how innovative marketing strategies can increase sales in 2021

Believing that you can sell anything to anyone is a trap you should avoid. Selling can be challenging, and selling strategies are part of a complex process where there are no shortcuts. That’s why certain methodologies are used to bring novel tactics that make change possible. Sellers who increase their sales do so by responding to proven sales principles and techniques, combining this with proven marketing actions to get the attention of their clients. Aaron Rodriguez, a marketing and business process improvement expert, explains how businesses can take advantage of innovative marketing strategies to increase sales in 2021.

Most likely, marketers struggling to win customers are either not prospecting the right way or aren’t putting enough effort into making effective advertising for their business type. Imagine the impact they would have if the sales force made more attempts or if their digital marketing positioning strategy were working to help them close sales.

Influence Marketing is here to stay, so you should embrace it soon. According to Adweek, nearly 60% of commercial departments intend to increase their influence marketing budgets over the next 12 months. Influence is the ability to persuade others to take your own point of view. Explains Rodriguez, “Obviously, you believe in your product; therefore, you want others to believe in it, also. To increase your ability to persuade others in this way, you must appeal to their emotions. Therefore, the influence increases the perceived value of your products, becoming one of the most effective sales strategies today.”

Do not hesitate; you are a product. And, like any product or service, you have to know how to communicate the value you represent to succeed. Until that happens, you’ll find it difficult to sell your real products or services. Email marketing is the most effective tactic for lead generation, followed by websites/landing pages and content marketing. Each of these tactics works best when you first sell yourself, then the product.

Selling yourself is not an insurmountable challenge; it is simply a type of strategy for the product. There are plenty of opportunities in today’s world of online marketing. But, like many opportunities, they are accompanied by a lot of competition. In a sea of writers, bloggers, entrepreneurs, consultants, speakers, etc., how to stand out from the crowd is very simple: become passionate about your product.

“Learning to sell yourself first is critical to success. No matter what product you’re offering or what your points of sale are, do your best to connect and communicate your brand’s core values to your potential customers,” asserts Rodriguez.

One of the most effective sales strategies is to use the benefits to build desires. Sell the benefits, not the features. Most executives and companies sell their products and services, focusing on their characteristics. But today, this is no longer enough. Whether you’re selling via email, eCommerce, Google AdWords or social media, focus on highlighting the benefits as well as the features of your product. Start by highlighting the strongest competitive advantages of your product, those that reassure your customers, convey serenity to them and alleviate their concerns.

When you generate interest using features and create a strong desire using benefits, you help your prospects find what they need to feel safe on purchase. When you evoke the right emotions, customers may even not know why they’re responding to your product, but they’ll buy it. Remember that the benefits are the things that can be done with a product, while features are what the product can do.

How you increase sales and make more money also depends on credibility. You can build credibility in a number of ways, including through world-class customer service. Customers want to access a competent sales force that will help them solve problems promptly. They also want to interact with real people and access information to solve any issues by themselves. “You can’t succeed in business if you lack credibility,” adds Rodriguez. “The best brands can boast about their products, as over the years they have become known and are credible. That’s why it’s hard for a new seller, organization or company to dominate the market.”

Customers are afraid to trust you and your product. After all, you could take his money and disappear. That’s why good customer service is your company’s hallmark of credibility and credibility is built from the start. The viral effect of poor customer service is alarming. More people share negative experiences than they offer good experiences. In addition, 89% of customers who experienced a bad shopping experience stopped doing business with that company.

Aaron Rodriguez discussing how businesses can optimize internal processes for better productivity

Organizations are constantly looking for more meaningful results. With the intensification of competition and difficulty in the search for sustainable competitive differentials, it is essential to optimize processes and achieve high levels of productivity. There are several ways to achieve this result, and Aaron Rodriguez, an expert eCommerce and business process consultant, provides insight into how businesses can improve their internal processes for better productivity.

Businesses can take advantage of process management to increase their operational efficiency, respond quickly to market demands, and increase productivity. However, these objectives are obviously dependent on the way in which the internal processes of the company are carried out. Even if the company invests in management tools, innovative technologies and teaming, if the processes are not efficient and optimized, the results will not appear. On the other hand, if efficient process optimization is carried out, the company will save time, resources and reduce errors, becoming more profitable and competitive in the market.

The objective is to avoid wasting resources, delays, bottlenecks and activities that take place in parallel, among other problems. Basically, process optimization includes a set of actions to increase efficiency and reduce waste in all sectors. States Rodriguez, “It is possible to save time, money, energy and raw materials. Therefore, a detailed knowledge of the company’s operations is needed. To do this, the activities performed are mapped, routines are standardized, faults are identified and corrected.”

The first step in improving the company’s processes is a diagnosis of internal activities. You need to know in detail and map how processes work. Map the tasks of each sector, checking the activities carried out by the employees individually. It will be necessary to involve all areas of the company to diagnose problems and generate new workflows. In the process chain, information can be lost during the transition of tasks between areas, making some actions ineffective or repetitive. Diagnosis will be critical to defining a more efficient sequence of activities, saving everyone involved time and effort.

Integration in the chain of activities is also positively impacted by process optimization. Each employee’s responsibilities are clearer, as well as what information and materials they should receive and what they must deliver to sequence production. There is a greater exchange of information and greater cooperation, avoiding delays, for example.

Process optimization creates better efficiency, leading the company to adopt best work practices and the proper formalization of activities. In this way, the company can more efficiently record how these activities are carried out, the time and resources necessary for their execution. Errors decrease and productivity increases.

By optimizing processes, it is possible to identify activities that are unnecessary or that do not add value. From there, you can eliminate these activities or look for more agile and efficient alternatives, reducing the time required to execute processes. This allows businesses to not only meet deadlines, but beat them and be better prepared.

The elimination of unnecessary tasks allows employees to produce more and also releases them to be used in more important activities, such as strategic planning of the company. In addition, the company saves overtime.

One of the most important steps on how to optimize processes is the training of your employees. Explains Rodriguez, “It will not help the company review methodologies and invest in automation to optimize processes if those responsible for the activities are not prepared for the new reality of the organization’s operations. Therefore, it is essential to involve employees to the fullest at all stages of process reformulation, investing in training that allows them to perform new tasks and use the tools implemented.”

One of the most efficient ways to optimize processes is by adopting new technologies. Automation and digital solutions make the business sectors smarter and more interconnected, standardizing processes and reducing the incidence of errors and task rework. A process automation solution better organizes information flows, facilitating communication between different areas of the company, as well as providing indicators in real-time, speeding up management. Another example of technology that can be used is the cloud storage system, which allows you to access documents, reports and files from any device and anywhere with an Internet connection.”

Knowing how to optimize processes sometimes means streamlining communication between employees and between sectors of the company. “Currently, there are several tools that can be used to improve internal communication,” asserts Rodriguez. “Examples include internal chats, corporate social networks and other virtual platforms. This saves time by preventing employee displacement, and makes it possible to record communications more efficiently, making it easier to recover important information.”

Another important aspect to consider is the possible resistance of employees to the changes implemented by process optimization. In this case, internal communication can be used to clarify the team about the benefits of the changes, ensuring employee engagement.