
Foto: Jirapong Manustrong/ GettyImages
Um local adequado e bom investimento não são garantias de sucesso. Saber vender e ter controle do produto ajuda a tocar a empresa com equilíbrio
Para quem vai começar a empreender, é sempre necessário fazer um planejamento que deixe os quesitos organização, localização e administração em harmonia. O plano de vendas vem como um dos pilares para que todo o desdobrar da empresa caminhe para o sucesso de maneira em que tudo esteja sob o controle do empreendedor.
Wagner Cesar*, especialista em consultoria de empresa e gestão em marketing, afirma que um dos benefícios de ter um plano de vendas é poder traçar e pré-estabelecer objetivos nos quais se pode trabalhar em longo prazo e conseguir administrar o andamento do negócio. “Saber exatamente o que fazer, para quem fazer, e como fazer, auxiliará a evitar erros. Organizar as ideias com prazos ajuda a enxergar toda a sequência de ações que será trabalhada.”
O novo empreendedor deve ter o plano de posicionamento de mercado mais detalhado. Os 4Ps do marketing funcionam como direcionamento para a organização de um negócio. As variáveis mostram a resposta do consumidor e ajudam o empreendedor a saber como se posicionar para atender o cliente. “4P significa produto, praça, preço, e promoção. A partir disso, será desenvolvido e detalhado o plano de venda seguindo esse planejamento”, explica Wagner. Ele afirma que, de acordo, com esses pontos, serão feitas perguntas como: “qual o meu produto?”; “em que área geográfica posso encontrá-lo?”; Qual a logística?”. Os 4P também contemplam questionamentos sobre a forma de comunicação mais apropriada, as relações com a concorrência, vendas no local, entre outros pontos.
Wagner cita, como exemplo, um empreendedor com um pequeno negócio voltado à venda de castanhas. “O produto tinha uma embalagem bonita e era de boa qualidade, mas não vendia tanto. O pequeno comércio estava localizado em um shopping, ou seja, uma ‘praça’ errada”, ressalta. Wagner explica que foi feito um aconselhamento de mudança de local. “Seria bom ter um quiosque no aeroporto ou em áreas turísticas. Encontrar a praça correta auxiliou nas vendas e o produto teve uma aceitação melhor”, acrescenta.
Para Wagner, esse problema ocorreu por conta da falta desse planejamento. Ele aponta para outros riscos como estar fora do mercado de preços. “Isso pode provocar uma quantia a pagar muito cara ou muito barata, pois as vendas podem estar fora do parâmetro do mercado”. Não ter um plano estabelecido pode também acarretar em não entender o que o cliente deseja: “saber o que ele quer é mais fácil do que encontrá-lo”. Ele aconselha a “saber comprar”, pois, às vezes, não há demanda e o estoque fica elevado.
Investir no aprendizado
Para a pessoa que já empreende, mas não fez um planejamento e só depois tomou conhecimento sobre o plano de vendas, o consultor aconselha a procurar palestras de instrução, além de profissionais capacitados para dar esse suporte. “Quem tem uma pequena empresa e não possui tanto conhecimento de comércio, sempre pode buscar capacitação para fazer um plano de vendas adequado. Nunca é tarde para aprender a usar as ferramentas corretas e conduzir seu negócio com tranquilidade”, conclui.
Paulo Batista, diretor da Clinica dos Capacetes, empresa que atua há 22 anos com equipamentos de proteção motociclistas, informa que buscou fazer um plano de vendas para o seu negócio quando percebeu a necessidade de possuir um planejamento para atuar em um mercado competitivo. “Eu recorri às consultorias particulares e ao Sebrae”, pontua.
O diretor diz que os benefícios foram percebidos a longo prazo, como o aumento das vendas, uma maior visibilidade, além do planejamento prévio ter permitido adquirir uma estatística de seu negócio e trabalhar com margem de erro. “É notável a diferença no antes e depois da aplicação dessa metodologia”, finaliza.
*Wagner Cesar é consultor do Serviço de Apoio às Micro e Pequenas Empresas do Estado do Ceará (Sebrae/CE)
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