Every year between September and October, large companies define their spending budgets and therefore what they will require from their suppliers of products and services. Therefore, companies of any size that are still in the chain should begin to adopt similar ideas.
However, this 2020 things have changed, new protocols have had to be taken to face the commercial world, especially in addition to the human conditions. Purchasing or consumption behaviors have new seasonalities, new logistics and demands.
At a general management level, this last quarter, it is urgent to take a fresh look at digital markets and trends, a survey conducted by us on linkedin http://t.ly/SqTB established as a general second priority to enter the world over cost savings and organizational climate, which shows that the perception of digital transformation has spread to all environments, although without a clear path.
Being able to segment markets into those that are safe and those with a future and thus generate loyalty activities is also relevant, since post-pandemic there are clearly areas of the economy that have been very hard hit by the change in behavior and the crisis, we must refocus our efforts on markets “with a future” and lastly, as a strategy, we must initiate the variabilization of fixed costs.
Financially, the administrators or managers must activate all the activities of financial shielding, the reality is that this crisis left many companies highly indebted with credits guaranteed by the state and whose payment burdens begin at the end of the year, this has generated a lethargic reaction of banks to renew the lines of working capital that the only thing that seeks is that the companies pass the stress test and thus renew who “supports the storm”. This is common in crises, but it seems that the lack of memory and novice companies in these periods make them rely more than necessary on these obligatory financial partners.
The finance manager should use all franchises to reserve resources for the eventual non-renewal of lines. In addition, the company will be able to take advantage of accounting and tax exemptions that will allow it to privilege future cash flows.
Commercially, the leaders of these areas have a great mission, to update the business models due to all the behavioral changes already mentioned, to use tools such as the canvas or other and to determine the new added values of the customers that have a future in the market with service and customer orientation. On the other hand, digital marketing activities emerge today no longer as a complement but as the spearhead of the commercial activity, due to the strong penetration of this world, omnichannel and content oriented to improve the customer’s shopping experience become even in the sales channel with more future than the face-to-face ones. Joining this trend is absolutely VITAL if you want to stay. Training salespeople on virtual tools, CRM uses, pipeline concepts, forecast applied in real life, must be on a daily basis. Of course you must also set your sales budget now on this new reality.
It is not a simple task to plan “this” year-end closing because in addition to the classic expense and sales budgets, tax, labor and accounting adjustments, we must make an adjustment of the business model, which if properly done could even give extreme options, from a total adjustment or an inevitable disappearance from the market because our added value has disappeared, the latter is hard but it is better to accept it and reinvent ourselves soon than after a long agony.
We are optimistic because human nature is resilient, and tends to adapt in surprising ways. So let’s plan ahead and see what 2021 brings.