A commercial advisor is the professional who within a company or trade, has the responsibility of providing sufficient and complete information to their potential buyers or clients for a sale to take place.
The most prominent functions of a business advisor are to provide relevant information, know the markets and products and services, and follow up with clients.
The commercial advisor is a seller, but it is also much more than that, since it is not limited only to achieving a sale, but it seeks to obtain from the client the necessary information to be able to offer the product that best suits them based on their needs .
The commercial advisor also fulfills a two-way role within the company, since in addition to offering useful information and advising the client, at the same time it obtains relevant data that can be used by the company to improve its products or services, its business strategies and your key market.
Main functions of a commercial advisor
1- Know the market
A wide knowledge of the market includes not only having accurate information about the object of the sale, but also investigating and knowing the real needs of the client, in order to offer the product or service that best suits their requirements.
Knowing the market will also allow the commercial advisor to be able to detect potential clients, know where they are and how to reach them.
2- Know the product or service offered
There is no better way to give good business advice than by trying the product or service on offer and putting yourself in the customer’s shoes for a moment.
In this way, the seller will be able to answer any question that the buyer may ask and even anticipate it, giving him the exact information he is looking for.
3- Be an active advisor
The big difference between a seller and a commercial advisor, perhaps is the active position in front of the sale of the latter compared to the former.
It is not a matter of simply answering the questions that the customer may ask, but of trying to delve into their needs, listen carefully and be able to offer the best alternative, although this may be totally different from what the buyer was initially looking for.
4- Provide relevant information
In line with everything previously said, the commercial advisor must have all the information about the product at hand.
This is achieved by reading the instructions and descriptions of the merchandise, but also by testing it, investigating its attributes and deficiencies, applications and precautions.
A seller searches for the item that the buyer requested. A commercial advisor inquires about the need that the client wants to cover with the acquisition of that item and advises better options or confirms the usefulness of the selected one.
5- Maintain efficient communication
The commercial advisor must have the appropriate tools to be able to establish good communication with his client.
This implies good oral and written communication, but also knowing how to listen, apply psychology to obtain the necessary information from the client to be able to offer him the best option and make him change his mind if necessary.
Efficient communication also includes being perceptive and understanding and having a sense of opportunity, both with the client and with co-workers and company managers.
6- Have a proactive attitude
Always thinking of customer satisfaction and the solution of their problems, the commercial advisor must anticipate their needs.
This is only possible by knowing the customer well, knowing what they are looking for and why, keeping a record of their portfolio: what they have bought, what their lifestyle is, their tastes and hobbies, how their family is composed, etc.
In this way, the commercial advisor will be able to anticipate and offer his client benefits and options even before he discovers that he needs them, such as new launches or updated versions of merchandise that he already owns.
7- Be very well informed
The work of the commercial advisor will be remarkably benefited to the extent that they have the most complete information at their fingertips, not only about the products or services they sell, but also about their competition and the characteristics of their market.
This implies being curious, investigating and staying up-to-date on news, launches, discontinued products, changes in commercial or manufacturing policies, laws and everything that could affect or influence the sale.
8- Follow up with clients
This is one of the most important parts of customer service and involves not only following up with buyers but also those who did not find their need satisfied in the trade.
The regular customer must be kept loyal, but the non-customer must be tried to attract at all times.
To achieve both, it is necessary and useful to create and maintain a database that allows the business advisor to maintain contact with their clients (real and potential) once they have left the business establishment.
This is achieved through telephone contacts or via emails to inform them about news that may be of interest to them.
9- Combine interests
Three actors intervene in the sale action: the buyer, the seller and the product or service that is marketed, which in this case represents the company.
In any commercial relationship the objective is that all the actors obtain a benefit, that is, the client obtains the satisfaction of a need, the company obtains money in exchange and the seller earns a commission for that sale.
For this relationship to be balanced and lasting, it is necessary that the commercial advisor, who is nothing more than the bridge that communicates the company with its client, can keep everyone satisfied and satisfied.
This is achieved thanks to good communication between the three parties and being honest and clear with the information that is provided at both ends of the business relationship.
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