There is perhaps no more spoiled and abused, but also necessary word. Because “you cannot avoid communicating”.
But communicating what, to whom, and why?
Like any other corporate lever, communication is aimed at
the company’s growth. It only works, i.e. it makes sense, if it promotes
the quality and quantity of sales, the reputation of the products
and services, the authoritativeness and credibility of the company.
This is why we believe a communication project should start from
the point of sale, whatever it is – a bank, a car dealer or a franchise –
meant as a place where goods and services are purchased but also, and particularly,
experiences are mad .
And in order for these to be positive and satisfactory, the role of communication – its “good” operation – is crucial.
This is why we believe that sales communication, i.e. the set of attitudes and arguments
adopted by the sales staff, should be carefully planned, conveyed by means of appropriate educational
instruments (including, for example, “Sales manuals”) and supported by especially designed training projects.
The shop itself – from its physical location to the product display, from the
colours on the walls to the layout – is a great communication project. A place full of instruments
and opportunities, suggestions and affective, sensorial, emotional stimuli. Or is it?
Because in points of sale, in meeting and refreshment points, at the bank or on
the phone with a call-centre operator, what we actually buy is not so much a pair of jeans, a car hire,
or a more advanced credit card. At least, not only that. We buy emotions, either good or bad (good and bad).
And, as we know, we hardly return to a cold and unfriendly place, devoid of welcoming and caring signs.
Or if we do, we are certainly not happy.
Advertising communication and sales communication projects and instruments. Training courses. Research and retention projects.
