what it does and what are the main features – WAU
The Sales Representative is the professional responsible for identifying the needs and what is most important to the client. From this information, he can create the offer most compatible with his profile and reality.
The role of the sales representative is more than intermediating sales. This is very clear to both professionals and manufacturers and companies that relate to them.
We can no longer say the same when it comes to your field of activity, which can be called commercial representation or not. Thus, thousands of positions in the market receive this name without even corresponding to what, in fact, it represents.
In fact, this confusion is very old and started to be regulated by Law No. 4,886 as early as 1965. Of course, since then, the Law has been modernized to address new issues that have arisen over time in labor relations and work models. autonomous.
But, do you know what is the most interesting of all this? Many professionals and companies are not even aware of the existence of this law.
So, let’s clarify some points about it and, mainly, how should a sales representative invest in his career? Read more in the post.
Sales Representative Function: What does this mean?
According to Law No. 4,886, the commercial representative is the one who guarantees the mediation of commercial deals between a manufacturer and its primary consumers, arranging the proposals and orders, and, subsequently, transmitting them to conclude the deal according to the expected commercial processes. .
Great. But, wasn’t it just the name of a position in the company?
Not exactly. The sales representative can be a self-employed professional, have his own company or work for a company. But still, it will not be just a product seller.
Hired commercial representative of a company
A salesperson usually has a fixed salary and commission on his sales, has a fixed workload and follows the strategies and guidelines of an area manager.
The commercial representative of a company, however, is the one elaborate your marketing plan, sales strategies, study the region entrusted to him, plan his actions, organize his working hours and, obviously, his remuneration is linked to what he produces.
In the case of an autonomous representative, his working relationship with the company is through a contract for the provision of representation services.
According to the law, certain information must be included in this contract, such as:
- rights and duties of the company and the representative;
- scope of representation, that is, which products or line will be marketed;
- whether the representative should be exclusive to the brand or not;
- which region the representative will have exclusivity in the sale;
- commissions and allowances, if applicable;
- contract term and ways to renew it;
- among others.
Also according to the law, the representative is not subordinate to any manager, even in companies. When this happens – or when the professional fulfills specific hours, he receives a fixed salary, however small – the Labor Court understands that he is exercising the function of salesman.
If this happens, the company may be penalized and have to pay the labor charges for its effectiveness, assets and rights with fines and corrections.
Another point is that for self-employed professionals, in addition to the contract that characterizes you as a commercial representative, it is necessary to have registration with the Regional Council of Commercial Representatives (CORE) and be up to date with their social obligations, that is, contributing to Social Security Social and collecting their taxes.
Okay, now that you know the possible frameworks of the sales representative, we can start with the practices and tips that optimize the performance of this professional.
Responsibilities of the professional: how is your work routine?
Acting autonomously or exclusively for a company, the sales representative needs to have some skills and characteristics that favor the performance of his function. Among the main ones, we can mention:
Develop personalized proposals
Knowing how to negotiate is not winning the customer or selling at any cost and for the highest unit value of a product.
This attitude, as is known, will make the client stop trusting the professional, no longer buy and even share his dissatisfaction with other potential buyers. It is not a sustainable sale.
The sales representative knows how to identify the needs and what is important to the buyer. With this information, he can create the offer most compatible with the customer’s profile and reality.
While a customer has as priority the value of the proposal, others may appreciate the exclusivity they will have with the purchase of the product. A chain of pharmacies, for example, is more interested in how much each drug will come out and the delivery time, than being the only seller of a particular product in the region.
The same is not true of luxury clothing stores. For them, the ideal is that they have exclusivity in their region. The sales representative needs to understand these nuances and personalize the offer.
When negotiating, however, the manufacturer’s interests and the rules that will determine its remuneration must also be stated.
You may be interested in these other sales content!
Sales letter: 7 unmissable tips to close more deals
Sales script: why and how you should build one
Sales tools: the 31 essentials for productivity and results!
Sales channels: 10 online and offline options for your strategy
Sales books: the 20 most important for a successful career
Conduct win-win negotiations
After creating a personalized proposal, the representative must also consider the arguments, requests and concessions that can be made. As mentioned in the previous topic, a negotiation is not a dispute, but a business relationship in which all parties must be satisfied.
Determining price negotiation limits and knowing the deadlines and rules for product release is also essential. Representation of imported products, for example, may require knowledge of international trade procedures.
Identify opportunities and master sales strategies
A sales representative must always be attentive to the events of his market and the region in which he operates. The entry of a competing brand or the increase in customer demand can mean new challenges and opportunities.
Knowing commercial strategies and knowing which one to apply in each situation is also very important, such as upsell, cross sell, sales by recommendation, post-tasting sale etc.
Serve the customer with mastery
A product does not sell itself. In fact, that’s why there are salespeople and sales representatives. They are responsible for create a bond, an introduction of the product’s values and differentials.
That is, for the customer, the way the sale and commercial relationship are conducted is also part of the product or service offered, and the better the performance of the representative in this regard, the greater the likelihood of winning the loyalty of his audience.
That way, he needs to focus on the customer, work on the relationship considering a memorable business experience, for example:
- know the best times to call a customer;
- which means of contact he prefers to be used;
- date of last purchase, quantity purchased and average consumption time;
- particular moments in your client’s personal and professional circle;
Manage the customer portfolio
A representative can handle exclusive portfolios for only one company or for several companies. But whatever the situation, it is very likely that he has two or more customers to pay attention to.
Therefore, you need to manage your customer portfolio by making frequent contacts, either over the phone or through social networks, for example.
A very common tool for this is the relationship rule. In it, the sales representative determines the number of contacts, the means of communication and which matters to deal with regularly with their customers.
Thus, he manages to remain always present in the minds of his customers, knowing what is happening in their reality and what can become new sales opportunities.
A portfolio of quality customers will always generate good business, but it is very important to always prospect new buyers to oxygenate and bring other opportunities.
This is because, if the commercial representative focuses his efforts on a few contacts, they will represent, increasingly, a large percentage of the professional’s revenue. If they stop doing business, the impact of their departure will be much more intense, isn’t it?
Skills and characteristics: what is the ideal profile for this role?
The commercial representative needs to act both in the field of strategic planning, as well as in the execution of his business. For contributing to several stages of the sales funnel, some skills are required to succeed in this role.
Good interpersonal relationships
One of them, without a doubt, is knowing how to relate to different professionals and entities. As in some cases it is between a manufacturer and its consumers, it needs to manage the expectations and interests of each one of them.
Friendliness, cordiality, interest in your needs, knowing how to put yourself in the other’s shoes, networking with other professionals and clients, knowing what topics to talk about and avoiding are some examples.
Arguing does not mean citing the benefits of a product or comparing its characteristics with another, but developing a logical reasoning that convinces the interlocutor, in this case, the customer.
For this, it is essential have respect for the client’s opinion, know how to present their understanding and demonstrate authority in the matter.
A commercial representative for parts for mining vehicles, for example, needs to deal with technical buyers, engineers and entrepreneurs in the industry.
In this way, you need to know what is going on in the market, how your part can contribute to the success of your customers, bring statistics and numbers to prove your point, how to demonstrate that the life of vehicles can increase or that their parts are guaranteed than 1 year, but never recalled.
These are arguments that, for the sector and professionals in the area, have great value and potential for convincing, especially when demonstrated in statistics.
Ability to plan commercial actions
Each customer lives a different reality, regardless of belonging to a profile or market segment.
This happens especially when we consider B2B sales because, in this case, in addition to the legal figure, it is also necessary to understand the position of the buyer or responsible for the negotiation.
In view of each situation, therefore, the commercial representative must know how to plan which actions will be most recommended and their intensities.
Using Marketing concepts, for example, the sales representative can qualify his contacts according to how ready they are to close the deal.
Also called leads, they can be considered great, when they already know their problems, have already evaluated the possible solutions for them and understood that, according to the business differentials, the company is the best and most complete to serve them.
In the other qualifications they are considered good or bad, when they are not yet in the moment for the acquisition or are outside the purchase profile.
For each of these situations, the sales representative will define how to convert the sale and with what degree of insistence. While for the optimum lead the more intense investment is worth it, for those considered good, a longer work may still be necessary.
If he calls with clients at different times, relationship rules, the need to prospect regularly, do the process controls, among other responsibilities, being in control of his time is one of the main skills he needs to have and develop.
This will ensure that no negotiation, contact or process is overlooked, done on an urgent basis or with short-term execution failures.
In addition to preparing for the role of commercial representative, the professional, whether from another sector of the business or not, must know that his new area is constantly evolving.
With new tools, methods of commercial approach, automation technology and vendarketing, it joins its efforts with the marketing sector to optimize its actions and results.
Customers’ needs and behavior change all the time. In other words: it is essential create a personal routine for your constant professional evolution. With that, commercial performance will be compatible with your efforts and, of course, will open new career opportunities.
It must be remembered that good results as a sales representative are one of the requirements to climb management positions in the sales area if there is an employment relationship, but in addition, leadership skills, strategic analysis and planning are also considered for a promotion or job interview. .
Want a tip to get ready for management functions in the sales area? Find out what your main challenges are and anticipate them. Read right now which mistakes to avoid to succeed in your sales manager career.