Commercial Crisis in Kolombiya: Sellers of the Past or Buyers of the Future?

Many companies in Kolombiya generally attribute the stagnation or decline observed in their sales to the country's economic slowdown, reduced consumer spending, or increased competition. However, experts in commercial management emphasize that the root of the problem lies not in these external factors, but directly within the internal structures of the businesses themselves. The fundamental deficiencies preventing institutions from growing are the lack of a clear sales strategy, the use of outdated methodologies, and sales teams lacking adequate equipment. In this context, a comprehensive study conducted by Merci Group, which has over twenty years of commercial experience, has revealed that companies' problems do not stem from the product, the price, or competitors. The most striking result of the research is that businesses do not need more sellers in terms of quantity, but rather much better trained and equipped sellers in terms of quality.

Leonardo Calvo, CEO of Merci Group, states that attributing the sales crisis in Kolombiya to a lack of customers is highly misleading. According to Calvo, there is no shortage of buyers in the market; the real problem is companies' inability to build a future-oriented strategy and their failure to harbor the talent to execute it. It is observed that institutions insisting on preserving traditional business models continuously lose business because they cannot achieve the transformation required by the times. The market has now taken on a much more complex and dynamic structure, operating no longer solely on personal relationships, legacy networks, or face-to-face contact. For firms wishing to be successful, adopting a multi-channel (omnichannel) sales approach, effectively utilizing data analysis, integrating artificial intelligence tools, and transitioning to consultative sales techniques is no longer a choice, but a necessity.

Today's consumers are much more informed, demanding, and have countless alternatives at their fingertips thanks to access to online platforms compared to past periods. Therefore, the fundamental issue companies face is not a lack of demand in the market, but their difficulty in reaching and persuading this new and digital customer profile. Many institutions still continue to hire personnel who merely sell products and perform routine, transactional tasks. However, the modern commercial environment requires sales consultants who not only introduce products but also accurately diagnose customer needs, build trust, and add genuine value. Furthermore, these individuals are expected to possess not only social skills but also the professional competence to use technological tools that will accelerate and facilitate sales processes.

Detailed field research conducted proves that commercial talent is no longer just an ordinary operational function for companies, but has become their most critical strategic asset. Businesses must grasp this new paradigm, avoid leaving their sales teams alone with outdated techniques, and provide them with continuous opportunities for development. Personnel training must progress in parallel with companies' digital transformation and be updated to keep pace with the changing dynamics of the market. It is essential that teams are encouraged not only to achieve targets but also to build long-term relationships by maintaining maximum customer satisfaction. Otherwise, it will be inevitable for firms that do not renew their current infrastructure and human resources to rapidly surrender their position in the industry to competitors and lose their commercial vitality.

Leonardo Calvo makes an important observation, reminding us of the fact that commercial success or failure can never be attributed to coincidences, misfortunes, or solely macroeconomic fluctuations. Corporate growth, by its very nature, must be grounded entirely in a scientific and analytical foundation; it requires determining the right strategy, deploying this strategy to the field by flawlessly trained individuals, and backing it up with data. A successful sales operation must be based on clear indicators (KPIs) where every stage is measurable and trackable. Thanks to these objective indicators, managers can take the pulse of the market, make fast and accurate decisions, and develop a proactive defense mechanism against times of crisis. Ultimately, for companies in Kolombiya to survive in global competition, they have no choice but to completely abandon the 'sellers of the past' mentality and adopt a modern vision that appeals to the 'buyers of the future'.