The world has changed, and outdated strategies no longer work. Today, innovation knocks on our door every day, with artificial intelligence constantly evolving. Those who are not connected with novelty, with originality, will be left behind. Therefore, it is necessary to change, to also update the way we plan. After all, new times call for new planning.
The statement above reflects the spirit that entrepreneur, advisor, writer, and speaker Tarsia Gonzalez brought to the dissemination of the strategic pillars of the 2025 planning for the giant Transpes, one of the largest logistics companies in the country, with 23 branches spread across Brazil and a three-time consecutive winner of the Você S/A Best Companies to Work For in Brazil award.
According to Tarsia, the commercial side of companies needs to be aware of the changes, as does the Human Resources department: ‘The idea is for the company as a whole to adopt a futuristic, bold stance without abandoning the values that guide its growth.’ She outlines three key points of a strategic plan that will prepare companies for the future:
First Step: Process Standardization
When we talk about standardization, the goal is to create a structured pricing foundation and disseminate essential technical knowledge (tax, fiscal, routes, equipment, and operations) to the entire team. This ensures that teams work in unison, moving toward the same goals with the same tools.
And how is this achieved? Tarsia responds: ‘Through the implementation of continuous training and tools that centralize strategic information, ensuring that the commercial team is prepared to act with a consultative vision and empowered with reliable data.’
Second Step: Alignment Between Commercial and Operations
Here, the aim is to ensure seamless integration between commercial and operations, eliminating bottlenecks in handoffs and creating synchronization in the cycle of acquisition, sales, and delivery. This movement reduces the chance of errors, delays, and, especially, helps maintain the quality of the entire production chain. How? ‘By structuring alignment rituals (regular meetings and check-ins) between departments to anticipate challenges and adjust expectations, ensuring customer delivery and satisfaction,’ explains Tarsia.
Third Step: Customer Engagement and Focus on Consultative Relationships
Overcoming customer reluctance to provide feedback (NPS) and strengthening commercial relationships with a consultative approach and engagement strategies is urgent in times of hyperinformation and constant innovation. According to Tarsia, this is achieved by adopting personalized approaches, such as targeted follow-ups, sharing results, and building clear value propositions that demonstrate tangible benefits for the customer.
For the expert, it is more than time for Brazilian companies to understand that the sky is the limit, and that only governance and standardization, combined with an open mind for the future, can leverage the market and take Brazil to another reality. ‘It is more than time to use the knowledge we already possess and the quality of our processes to take our country to an innovative and prosperous position. I believe—do you?’
