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Construye tu lista de clientes potenciales y escala tu negocio Saltar al contenido El alma de todo negocio, eso sin lo que no podría existir solo tiene un nombre: clientes. Los clientes son la prioridad de cualquier compañía, pero no solo hemos de mirar a aquellos que ya tenemos sino también a los clientes potenciales. Parece que hablar de clientes potenciales sea algo ficticio ya que todavía no han llegado a tu organización. Pero no importa, ya que tienes que tener todo preparado para el día en que se conviertan en los clientes que te interesan, que son los que te compran. ¿Preparado para sacar el jugo a ess clientes potenciales? En este artículo veremos qué son los clientes potenciales, qué tipos hay y qué se puede hacer para atraerlos . No te hacemos esperar más. ¡Adelante!
Definición de cliente potencial Como no podía ser menos en Gestion.org, comenzamos con la definición de cliente potencial:
El cliente potencial es aquella persona que en un determinado momento puede convertirse en comprador ya que las cualidades que presenta le hacen propenso a ello.
Las razones por las que una persona o empresa pueden convertirse en cliente potencial de otro negocio pueden ser:
Poseer los recursos económicos necesarios. Tener las necesidades que satisface el negocio al que se va a comprar. Estos son los motivos más relevantes para localizar a un cliente potencial pero hay muchos más. Veamos a continuación los tipos de clientes potenciales que existen.
Tipos de clientes potenciales Toda empresa debe detectar la presencia de posibles clientes potenciales y para ello tendrá que realizar un estudio de mercado. Según el estudio realizado cada negocio podrá clasificar de una forma u otra a sus clientes potenciales. De todas formas, la mayor parte de los negocios tienen ciertos perfiles de clientes potenciales en común, que se caracterizan por sus posibles hábitos de compra . Por ello se clasifican de la siguiente manera:
Posible consumidor. Posible cliente frecuente. Cliente potencial influyente . Veamos una breve descripción de cada uno de ellos.
1. Posible consumidor El posible consumidor no es un cliente potencial con unas características muy cerradas y definidas de por sí. Se le clasificará a su vez teniendo en cuenta su poder adquisitivo y sus características más particulares. Estas características pueden ser sus gustos, edad y otros. Pero la clasificación más importante que se hará de un posible consumidor va unida al volumen de compra que realizará. Según su poder aquisitivo tendremos posibles consumidores con bajos volúmenes de compra, volúmenes de compra regulares y volúmenes de compras altos.
2. Posible cliente frecuente La frecuencia de consumo es el objetivo principal de este tipo de cliente potencial. Lo que se busca en él es generar el hábito de consumo .
3. Cliente potencial influyente Los clientes potenciales influyentes son los que pueden lograr influenciar positivamente a otros posibles clientes. Este tipo de cliente potencial está interesado en tu empresa y lo que ofreces aunque todavía no lo hayan comprado. Lo ventajoso de estos es que no son clientes actuales pero tienen mucho interés en serlo y a su vez transmitirán ese interés a otros sectores de clientes potenciales.
Cómo identificar a los clientes potenciales de una empresa Has decidido abrir tu propio negocio o ampliar los horizontes de tu empresa, y para ello debes hacer balance de tus objetivos, los recursos de los que dispones y otros factores importantes que debes tener en cuenta antes de empezar tu actividad. A esto se le denomina estudio de mercado y sirve para sentar las bases de la actividad de tu negocio y estudiar no solo tus posibilidades, sino también tus puntos fuertes y aquellos en los que no sobresales lo suficiente. Es importante conocer las pautas para la investigación de mercado y lograr así nuestros objetivos. Uno de los puntos más importantes de tu estudio de mercado es conocer a tus clientes potenciales , aquellos a los que quieres dirigirte. Según el carácter de tu negocio puedes utilizar una u otra técnica para identificarlos.<
1. Cómo buscar clientes potenciales cuando el negocio todavía no se ha iniciado Si todavía no has lanzado tu empresa, es importante reunirse con el equipo para determinar qué segmento de la población necesita o se interesaría por tu producto . Debes identificarlos de la forma más detallada posible, atendiendo a su edad media, su segmento sociodemográfico y otros intereses que puedan tener, para poder cubrirlos en un futuro. Cuanto más detallado sea el estudio de este cliente tipo, mejor podrás determinar acciones de promoción específicas y hacer predicciones de futuro en torno a su cambio de gustos o al nacimiento de nuevas necesidades.
2. Cómo buscar clientes potenciales cuando el negocio ya funciona Si tu empresa ya está en funcionamiento y dispones de los primeros clientes, puedes analizar cómo utilizan tu producto y recibir un feedback por su parte que te ayude a determinar si has escogido el segmento adecuado y cómo puedes mejorar su promoción . Por último, si quieres dar un giro radical a tu empresa o lanzar un nuevo producto , lo mejor es que establezcas un histórico que te permita analizar qué has hecho en el pasado, cómo hass conseguido logros y adaptarlo a la nueva situación. Una vez que has identificado a tus clientes potenciales , debes pensar dónde se encuentran para poder dirigirte directamente a ellos. Si vendes equipaciones para motocicletas, por ejemplo, lo ideal es que acudas a concentraciones, ferias o contactes con otros distribuidores para poder promocionar tus productos y llegar directamente al público interesado en los mismos.
Búsqueda de clientes potenciales utilizando técnicas de marketing online Según tu modelo de negocio encontrar a tus clientes potenciales será más o menos fácil y tendrá distintos costes. En este sentido, el marketing digital ha abierto un punto de inflexión en la búsqueda de leads o contactos potenciales , de forma que un gran número de sectores pueden utilizar técnicas de captación de leads y reducir así tanto el coste de tiempo como de recursos económicos en la consecución de nuevos clientes. Si tus clientes potenciales son usuarios activos de internet, tu estudio de mercado debe incluir las acciones que realizan y las páginas en las que se suelen mover para poder promocionar tu producto en ellas. Captar un cliente en internet puede ser sencillo, aunque debes disponer de una serie de elementos que permitan a los clientes identificar las ventajas de tus productos e interesarse por ellos. Una buena forma de promocionarte antes tus clientes potenciales es crear una base de datos que utilizarás para diferentes campañas , tanto online como offline. Lo ideal es poder segmentar esta base de datos de la forma más detallada posible para así poder lanzar campañas específicas orientadas a las necesidades de cada segmento de nuestro target. No olvides que una vez que consigues una venta es importante iniciar un proceso de fidelización para que el cliente se interese de nuevo por tus productos y pase a ser un cliente fiel. Esto que hemos explicado hasta ahora es la teoría, pero en la práctica hay que idear un plan de marketing online . Acabamos de hablar de captación de leads. Los leads, también llamados prospectos, son los usuarios que entregan sus datos a tu empresa, por tanto pasan a formar parte de tu base de datos. ¿Y cómo consigues que los usuarios te den sus datos? Generalmente esto se hace mediante publicidad online y la solución que más se está utilizando es la creación de campañas en Facebook Ads . Mediante la creación de anuncios en Facebook se puede atraer leads de muchas formas, las cuales dependerán de la empresa que esté estableciendo las estrategia. Por ejemplo, hay muchas empresas que tratan de atraer creando contenido valioso . Si alguien hace clic en tu anuncio, entonces tendrá que dejar sus datos para acceder a ese contenido . En negocios físicos locales y tiendas, tanto físicas como online, el reclamo que suele mostrar el anuncio son ofertas y descuentos . Cuando el usuario hace clic en el anuncio solo podrá acceder a la oferta o descuento si deja sus datos. Los datos que normalmente suelen pedirse son el nombre y el correo electrónico. Una vez que tienes los correos de la gente, hay que seguir relacionándose con ellos de tal forma que su confianza en tu negocio vaya aumentando y así acaben pasando de clientes potenciales a clientes reales. Te dejamos a continuación un vídeo de Laura Rubas con varios consejos para atraer clientes potenciales con regularidad. VIDEO
¿Ya has realizado el estudio de clientes potenciales para tu negocio? Estudiar de una forma detallada a tu cliente potencial te ayudará a establecer distintas formas de promoción para hacerle llegar tu producto de la forma más directa posible y despertar en él el máximo interés. Para ello, debes basarnos en un estudio de mercado detallado que te ayude a sentar las bases de tu estrategia de marketing (tanto offline como online) y conseguir todas las ventas posibles. ¿Eres de los que tiene en cuenta tanto los clientes reales como los potenciales? ¿Cómo trabajas tu base de datos para conseguir que te compren? Estamos convencidos de que tu aportación será muy valiosa, así que la esperamos en los comentarios.