Page 29 - Parquet International luglio 2014

of why a client should choose his sales out- let for the purchase to be made, because this idea must be enriched by a detailed vision of the market that keeps the needs of the clients in sight (Who are my clients? What target segment are they in? What are their distinctive characteristics?) and also how his competitors are moving in the market (Which of their offers are they putting in the spot- light? What are their
prices? What are their distinctive services? Which selling methods do they adopt?). Doing this merely requires ob- serving from a privi- leged point of view the dynamic between de- mand and supply and trying to imagine and predict the moves and proposals required to produce the results de- sired. This strategy must then be translated into a project that in- cludes products, brand names, positioning, communication, and above all, the commer- cial approach, a con- text in which people obviously play funda- mental roles.
Managing
human resources like a soccer team In order to achieve success you need co- herence and determi- nation in following your vision. It's as if the head coach of a soccer team has de- cided for strategic rea- sons to give his team a "game plan" based on pressing, in such way that his adversaries are simply not given the time to build their game. This plan of his must be the fruit of his observation of other teams and his aware- ness of their strengths and weaknesses. It is
clear that once the head coach has decided the game plan with which he thinks he can win the championship, it is fundamental for him to be able to explain it and in this way inspire all his players, because they are the ones who must apply it day after day on the field. It isn't enough for him to explain it just once: it must be presented dozens of times during training in order for all the players R