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Como você avalia os resultados da sua empresa?

Como medir resultados da empresa

Observamos algumas empresas que nunca conseguem atingir o resultado projetado, alegando que as metas foram agressivas demais, ou que o mercado está em crise, ou ainda que os concorrentes e novos entrantes não permitiram que houvesse mais faturamento.

Em momentos de crise então, o 2017 que mais se houve são desculpas e empresários colocando a culpa em alguém que não seja ele mesmo pela sua baixa em vendas. Claro que não estamos sugerindo que questões macroeconômicas não interferem no dia-a-dia das empresas. Mas a pergunta certa é: todos estão na mesma situação ou alguém está conseguindo fazer melhor do que você?

Existe também outro tipo de empresa que se surpreende quando é realizada a apuração de resultados e se percebe que o número projetado no planejamento comercial do ano anterior foi efetivamente realizado. Ouvimos algo do tipo: “Que incrível! Agora temos a habilidade de prever o futuro”. Seria muito legal se fosse verdade, mas o que ocorre é que a empresa levou a sério os objetivos e metas estabelecidos.

O que significa levar a sério os objetivos e metas?

Quando analisamos de perto como isso se dá percebemos que as empresas que entregam resultados em vendas obedecem uma sequência de ações a saber:

1.

Estabelecem objetivos que façam sentido e estejam alinhados ao que foi definido na estratégia da empresa, de modo que todos saibam o que precisa ser feito e o que e quanto ganham com isso.

2.

Definem metas que sejam S.M.A.R.T.:

Specific – específicas e bem definidas

Mensurable – mensuráveis e possíveis de medir

Attainable – atingíveis. Não pode ser fácil e definitivamente não pode ser inalcançável. Precisa ser desafiadora, mas realista.

Relevant – relevante. Afinal o que não tem importância ninguém leva a sério

Time Bound – temporal, ou seja, que seja definida no tempo, com prazo definido e claro para todos.

3.

Monitoram sistematicamente e periodicamente as vendas. É muito comum a empresa descobrir que ficou perto de bater a meta depois da virada do mês. Venda é algo que precisa ser monitorado diariamente. Se você tem um e-commerce, use o controle por períodos de 6h. manhã, tarde, noite e madrugada.

4.

Fazem comparativos com os resultados da equipe. Na maioria das vezes, uma análise de histórico de vendas do seu próprio time mostra o caminho. Se o resultado do melhor vendedor for muito distante do pior, é fundamental equilibrar e equação. Mas cuidado para não nivelar por baixo. As vezes o seu melhor vendedor é muito pior que o profissional do seu concorrente.

5.

Conversam com seus concorrentes. O concorrente é seu competidor, não é seu inimigo. Conversas francas com concorrentes podem ajudá-lo a entender melhor seu mercado e o perfil de competição que sua empresa está envolvida.

6.

Fazem correções rápidas caso o que planejou não estiver funcionando. Se o vendedor escolhido não for capaz de entregar, você tem dois caminhos: treinar ou mudar. Nesta fase os Cheap Ray Ban Sunglasses empresários perdem muito tempo reclamando ou adiando decisões.

7.

Entendem o funcionamento do seu departamento comercial. Observe que o equilíbrio dos processos comerciais é que dará ritmo as vendas da sua empresa. Muito comum o comercial não conseguir ter sucesso pois existe um gargalo no processo de prospecção de clientes, ou envio de propostas, ou visitas técnicas, etc. Veja o que interfere na sua taxa de conversão e ajuste para aumentar a inteligência em vendas.

Adivinhar o que vai acontecer é simples: planeje, execute, monitore, ajuste, busque informações, balanceie seu processo, persista e trabalhe duro. Depois de tudo isso a “mágica” acontece.

Para te ajudar use Indicadores de Desempenho. Uma forma fácil e rápida é através desta planilha.

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