The world of entrepreneurship is advancing technologically an implication that businesses must proportionately change strategies.However, these advancements in how business is conducted have led to increased competition among companies. The improved global economy has also opened new markets leading to even further increase in competition among businesses. For this reason, companies are shifting focus on sales, which is consequently becoming the strategic spotlight (Baumgartner et al, 2016).
Initially when Eclipse Aviation started,itexperienced challenges that probably led to skepticism among clients.Sales professionals were expected to be smart and with the right approach to be successful. With the right sales team,Eclipse Aviation would penetrate new markets and increase its profits.Generally, people wishes to be associated with an organizationwith a positive reputation (Benioff and Adler, 2009).With this in mind, the company should consider the following features for a salesperson.
In the first place, curiosity is the ability to understand the needs of a potential customer through interaction. A good sales person should be able to ask questions of the potential client in a manner that is not offensive. The fact that Eclipse Aviation is a new entrant in the aviation industry means that potential clients would be interested in getting more information on the services offered by the company. As a result, this would give the sales representative an opportunity to know the customers’ expectations and needs. In addition, a curious salesperson is aggressive, money-hungry, convincing and a great presenter.When a customer feels that the seller is genuinely interested in giving full information on the product, they take an interest in the product being marketed. The product offered by Eclipse is new and revolutionary with the greatest competitor being small aircraft market and for its marketing strategy to be effective the company needs an individual who is curios and is able to come up with great sales strategies to counter competition from competitors.
Secondly, someone with a high degree of coachability is better suited to be an excellent salesperson, unlike someone who is uncoachable. A coachable person can identify their point of weakness and improve on them. For instance, if the sales person is too aggressive when handling potential clients and they are corrected, a coachable person will quickly change because they can self-diagnose and reflect on their weaknesses and improve. Eclipse Aviation is a growing business and to catch the attention of new clients the sales team should ensure that they handle potential customers with great care.
Next, the power of social media and the changing trends in the business world require an intelligent person, who can get growth opportunities first before competitors. Raburn spotted an opportunity in aviation industry and come up with Eclipse Aviation. The product that is being offered at Eclipse is significantly cheaper compared to other businesses offering the same product as a result, requires a sales person who is more knowledgeable and convincing. The role of a sales person is increasingly becoming more complicated (Honeycutt, Ford, and Simintiras, 2016). Salespersons are required to be intelligent for instance, have good social media strategies armed with all the information on competing products to be convincing. Customers now have fast access via a web search and social media on critical information on a product. People also can check reviews on a product; others rely on referrals and recommendations from friends.
A knowledgeable sales representative will take advantage of all these platforms by using the multiple channels to connect with clients. A good sales person should be able to handle different customer sizes by being able to successfully market the company’s product regardless of the environment. Honeycutt, Ford and Simintiras (2016), suggests that knowledgeable salespersons are more helpful than their aggressive counterparts are because they can educate their buyers more on the product.
The other aspect is about experience. Many companies today employ staffs who have had an experience in what they do. For example, when advertising for any position, organizations require that you provide evidence that you qualify for the post advertised. Equally, it is important for Eclipse Aviation recruiting team to employ a sales team that has an experience in the field of sales because they are many dynamics in sales that require experts. Eclipse has its target clients and it is imperative that the sales representatives know how to reach and handle them. The potential clients expect the sales representative know everything including how to handle the customers themselves. A salesperson needs skills and knowledge to know how to manage clients and even convince them to purchase a product. If the sales representative does not have the right skills, they can achieve much because their efforts count for little (Kotler, 2000).
Moreover, integrity is very crucial where work ethics is concerned, everyone wants to associate with a person is trustworthy. It is significant for a sales representative to have a high level of integrity because they are the face of the organization. The company experienced a major setback in 2004 when the organization that it had contracted to deliver engines failed to deliver as promised subsequently, leading to cancellation of the contract and delay of the aviation service. In the light of that experience, it is significant for the company to hire people with integrity to avoid another loss.
In another perspective, some people say that Sales is a calling and that the best salespeople in the world are those who have a passion for the job. Furthermore, in any position those individuals who enjoy what they are doing are considered more successful than those who work for money. Vern Raburn the founder of Eclipse Aviation is very passionate about his work. Although, he has faced some challenges, Raburn has succeeded because of his passion. Sales is an engaging career which requires a lot of time and communication, with the right attitude a sales person can achieve much more, for example, winning the trust of both the employer and the potential client, and also know how to handle challenges associated with the job.
In conclusion, as much as it is important for Eclipse Aviation to grow there should be a better Sales strategy with a clear guideline on how the company intends to reach its target market. The responsibility of marketing should not be left only to sales representatives but the whole company in general, with the right strategy; a company can penetrate new markets and have a competitive advantage over their competitors.
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