Business diagnostics can transform your business. Read on to find out how.

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What is a commercial diagnosis

A commercial diagnosis is an in-depth analysis of all the commercial activities of a company. It makes it possible to identify strengths and weaknesses, opportunities and threats (SWOT analysis), and to develop strategies to improve business performance. This process includes examining sales, marketing, market positioning, competition, and customer satisfaction.

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What about its goals?

• Evaluate current performance : understand sales and marketing performance;
• Identify weak spots : identify areas in need of improvement;
• Suggest solutions : recommend actions to optimize business processes;
• Plan strategically : develop short and long term strategies.

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Why is it critical for your business?

A commercial diagnosis is essential for any company wishing to remain competitive. Here's why

• Clear vision of performance : it offers a detailed vision of the company's performance;
• Informed decision making : the data collected makes it possible to make decisions based on facts;
• Identifying opportunities : it helps identify opportunities for growth and improvement;
• Fast adaptation : allows you to react quickly to changes in the market;
• Optimization of resources : helps to allocate available resources efficiently.

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The key steps in a commercial diagnosis

To carry out an effective commercial diagnosis, it is essential to follow a structured process. Here are the detailed key steps:

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1. Data collection

The first step is to gather accurate and comprehensive information on various aspects of a company's business activity. This data collection is crucial for in-depth analysis.

• Sales:
• Analysis of sales figures: examine sales volumes, seasonal trends, and variations over different periods of time;
• Product performance: identify the best performing products or services and those that require improvement.
  

• Marketing:
• Evaluation of marketing campaigns: analyze the effectiveness of advertising campaigns and promotions. Measure the return on investment (ROI) of the various marketing initiatives;
• Communication channels: assess the effectiveness of the communication channels used (social networks, e-mailing, online advertising, etc.).
  

• Competition:
• Competition study: identify the main competitors, their strengths and weaknesses. Understand their market positioning and strategies;
• Market positioning: comparing the company's position compared to its competitors in terms of market shares, prices, product quality, etc.
  

• Customers :
• Customer satisfaction analysis: gather feedback through surveys, online reviews, and interviews. Measure overall satisfaction and identify areas for improvement;
• Customer segmentation: identify the different customer segments and their buying behaviors.

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2. SWOT analysis

SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) is a strategic assessment method that makes it possible to draw up an inventory of the company.

• Strengths :
• Identify business assets, such as key competencies, core products, reputation, and solid internal resources.
  

• Weaknesses :
• Identify areas in need of improvement, such as operational inefficiencies, poor market visibility, or skills gaps.
  

• Opportunities :
• Discover growth opportunities, such as expanding into new markets, potential partnerships, or favorable market trends.
  

• Threats :
• Identify risks and challenges, such as the arrival of new competitors, regulatory changes, or unfavorable market developments.

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3. The evaluation of business processes

This step involves a detailed review of internal processes to identify areas for improvement and optimize operational efficiency.

• Sales process :
• Analyze current sales methods and techniques. Evaluate the effectiveness of sales teams and the performance of customer relationship management (CRM) tools.
  

• Customer service :
• Evaluate the quality of customer service through indicators such as response time, problem resolution, and customer satisfaction after interaction.
  

• Distribution :
• Study the distribution channels used, their effectiveness and their cost. Identify opportunities for optimization or expansion to new channels.

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4. The recommendations and the action plan

Based on the previous analyses, specific recommendations and a concrete action plan should be developed.

• Sales strategies :
• Suggest methods to improve sales techniques, such as training teams, implementing new sales tools, or revising sales processes.
  

• Marketing improvements :
• Suggest ways to optimize marketing campaigns, such as using new platforms, adjusting advertising messages, or improving targeting.
  

• Product innovation :
• Propose ideas for the development of new products or services based on identified customer needs and market trends.
  

• Training and development :
• Develop training programs to improve employee skills, both in sales and in customer service or marketing.
  

By following these steps, a commercial diagnosis makes it possible to draw up a precise inventory of the current situation of the company and to define concrete actions to improve its performance and ensure its future growth. At Maslo, we support businesses in this process by providing detailed analyses and personalized recommendations to maximize their commercial potential.
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Commercial diagnosis is an indispensable process for any company seeking to optimize its performance and remain competitive in the market. By identifying strengths and weaknesses, and by proposing concrete solutions, it makes it possible to develop effective strategies for the future.

At Maslo, we support you in this process with a personalized approach and advanced tools to guarantee tangible results.

To learn more about how a commercial diagnosis can transform your business, do not hesitate to contact us!