The Power To Realise Your Dream Career In Sales And Marketing
View(s):- INSPIRATIONAL COACHING AND GUIDANCE
“The Art of Communication is the Language of Leadership” – James Humer
After Advanced Level, most of you may be interested in pursuing your career in sales and marketing to realise your dreams.
A few others already employed in different fields, may also like to join a leading organisation in the sales and marketing sectors.
In order to become proficient in Sales and Marketing disciplines, you need to have knowledge, skills, correct attitudes and habits, which are of paramount importance to “shine like a sparkling diamond”, in these fields.
In this context, effective communication”, plays a pivotal role to reach the pinnacle of success in Sales and marketing sectors.
Communication today is very important both in the business world and in private life. Successful communication helps us better understand people and situations. It helps us overcome diversities, build trust and respect and create conditions for sharing creative ideas and solving problems.
For the Sales and Marketing Professionals, to do your job effectively, you have to discuss problems, request information, interact with others and have good human relations skills. These are all part of having good communication skills. They help in being understood well and in helping understand the needs of those around you.
THE ROLE AND IMPORTANCE OF PROFESSIONAL COMMUNICATION SKILLS AND SPECIALISTS
Professional Communication is defined as oral, written, digital or visual forms of information delivery in a workplace. Professional Communication also involves various forms of speaking, writing and responding within and beyond the workplace environment. It is used in memos, letters, business proposals and press releases.
However, the ways in which people engage with colleagues, no longer have to be in the same office, building or even country to do business together.
These changes have only made effective professional communication more crucial.
Poor communication in the business world could lead to loss of money, energy, opportunity and time.
Hence, the role of Professional Communication Specialists are of paramount importance to the business organisations in Sri Lanka and around the globe.
CHANGES IN THE BUSINESS INDUSTRY
In my three decades of experiences in Sales and Marketing and Service sectors including Education,
I have found out that the Communication is the cornerstone of any business or Service Industry «.
Any organisation that sells products or services to its customers, to succeed in their industry must fully focus on “Effective Communication “, in order to thrive in their chosen sector.
Long years ago, I have learnt that in Sales and Marketing, there is nothing called “ good managers” but rather you should focus on employing “ Effective Managers”. Now that thinking has evolved and accordingly, as an employer, you must employ, “Effective Leaders” and employees must always strive to become one such leaders, to drive their organisation to realise its vision, mission, values, goals and objectives to achieve and sustain the No.1 position in their respective industry.
REASONS FOR COMPANIES TO SUCCEED AND FAIL
Nowadays everywhere in the world, adequate and quality training are only by certain companies and Institutions which follow ethics, good working culture, vision, values, transparency, open communication are thriving in their respective industry. They have good and positive attitudes and they ensure that their staff too to follow their footsteps. They have an exclusive department for training and development but the most important fact remains is it has to be Training and Continuous Development, to succeed in the industry which operates in high competitive environment.
Majority of the other companies strive to earn profits fast as possible and they do not focus on training and development. Hence, there is no proper internal and external communication carried out by management and the sales and Marketing staff of these companies and they stumble in the long run due to poor relationships with the customers and loss of sales and customers and ultimately loss of business.
THE ROLE OF PROFESSIONAL COMMUNICATION SPECIALISTS
For me, Effective Communication or Professional Communication Skills are more than an art. Well it is beyond an art.
When a start up company enters in to business industry generally there will be a smooth sailing.
When the competitors notice the presence of the start up company, the competition heralds thereafter which may be difficult to rebuttal the strategies deployed by the competitive company.
Furthermore, there could be possible changes that will take place in the business environment,which may have a negative impact on the start up company and even it could affect the well-established companies at any stage.
To cope up with the changes and challenges, you need to have profits. If you are unable to generate sufficient profits, then perhaps you may not be able to survive and eventually you have to wind up the business.
However, the chances are less for the above closure to happen, rather your company will thrive, provided you have a well trained field force who are effective communicators as they could assist in the following areas, which are of paramount importance;
Change Management, Crisis Management, Conflict Management, Pre- marketing, New Product Introduction, Sales and Marketing, Training and Development, Press Conference, Media and Advertising, Business negotiations, Social Media, Company Spokesman, Public relations, Leadership, Planning and control, management, Job promotions and the list could continue.
When it comes to the employees if they are well equipped with the above mentioned knowledge, skills and attitudes they could have a higher value for their head. They also get opportunities to showcase their talents thereby reaching higher echelons in career and life.
EXPERIENCES SHARED BY A PRACTITIONER OF PROFESSIONAL COMMUNICATION SKILLS
I fondly recall the opportunities that I got including of being the “Facilitator of the Cardiac (Heart) Symposiums “, in which Eminent Sri Lankan and overseas medical professionals ( Medical Professors, Cardiologists, Physicians and General Practitioners) participated to create awareness on hyperlipidemia
( high cholesterol and other lipids) and a US FDA approved blockbuster cholesterol lowering drug, 32 years ago, in 1992. At that time “ the cholesterol lowering concept”, was very new one and most of the Medical doctors believed that the cholesterol is the problem of the Western countries and not to Sri Lankans. We worked with the Eminent Medical specialists and ensured that it was only a myth and made them to realise the importance of treating elevated cholesterol with our laborious work. After successfully overcoming the initial setback, we created history in the Medical and pharma fields largely due to the knowlede acquired on disease and product knowledge and skills acuminated from the company and Medical professionals, besides “high impact leadership” .
As a result of our hard work, today even a layman from a remote area is aware of seeking treatment for elevated cholesterol levels.
This achievement of “Selling Novel Concept” to “Successful Marketing of the Brand”, was mainly due to the knowledge and skills acquired from the hall of fame pharma companies, M/s. Merck & Co., USA, Merck Sharp and Dohme and Mansel (Ceylon) Ltd.
Later on, as an independent trainer , I had the honour and privilege of being a guest lecturer at Sri Lanka Medical Association to lecture on “Ethical Pharma Marketing in Sri Lanka “ and
“ the Importance of Professional Communication Skills «, to benefit the Medical representatives,
Co-ordinators and Managers of Pharma companies in Sri Lanka. This event was jointly organised by the Sri Lanka Medical Association (SLMA) and Sri Lanka Chamber of Pharmaceutical Industry (SLCPI), in a move to ensure that the “ Ethical Practices” were followed by the member companies in the industry.
VITAL POINT TO CONSIDER AND CONQUER
Always remember that your customers’ “First No”, should not be the “ Final No”.
Furthermore, according to the professional communication skills, you need to ask the «right questions “ at the opening of discussion as well as during “handling objections and “closing the discussion, positively”, to benefit your organisation.
Always, make your “customers “ to say “yes”, in order to make your organisation to reach their goals and objectives to become the “market leaders”, in the selected industry.
It is more than an art and you too could do it, with proper guidance, training and practice.
CONCLUSION:
Your trained staff when they become experts in Professional Communication, Group Communication and Presentation Skills, not only could assist your company to merely survive in the industry, but rather they could also assist you and the management to take it to the No.1 position in your selected industry.
“ If you do the same things everytime, in the same manner, you will get the same old results”.
But, should you need positive and favourable results in the near future, be creative and innovative and start something new to differentiate from others.
In my experience, it could be providing Training and continuous Development or Continuous Professional development to your staff members, to translate your vision to reality.
When both employers and employees have the “same chemistry”, there will be abundance of profits for the employers and lucrative career and income, for the employees.
Hence, invest your time, energy on training and continuous Professional development to make your dreams a reality.
“ Learning and practising Professional Communication Skills has the power to ensure that you reach the higher echelons in career and life, thereby realising your dreams.
“If you could communicate well, you could even conquer the World”.
“ Happy Learning” and “Happy Selling” and Happy Sailing!
Maruthai Ravindhiran is eligible to follow the Certified Professional Marketer Programme(CPM) and the CPM-Asia is the highest recognition of Marketers, who have attained a competent level of academic and practical understanding of Marketing in the Asian region. He was the Former Treasurer, Editor and Assistant Secretary of the Pharma Promoters Association, (PPA), Sri Lanka.
Ravindhiran is a Communication Specialist, having over 30 years of experience as a Professional Communication and Group Communication Specialist and possesses multifaceted and versatile experience in the fields of Marketing, Management, Training and Development, Education, Administration Coaching and Guidance and Media.
- Maruthai Ravindhiran
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