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Estrategias de ventas: cómo vender más y mejor - Gestion.Org Saltar al contenido Técnicas para vender más, cómo incrementar las ventas o cómo levantar un negocio… Podríamos haber titulado este artículo de muchas maneras pero en cualquier caso hablaríamos de lo mismo. El santo grial de cualquier negocio , grande o pequeño, físico o en Internet. Aquello que, de no dominarlo, aboca a todo negocio al fracaso: las estrategias de ventas , o dicho aun más claro, cómo vender . Nuestro plan de marketing puede ser capaz de atraer potenciales clientes a destajo y podemos tener un producto fantástico, pero sin estrategias para venderlo… De poco o nada servirá todo lo demás. En este artículo vamos a analizar qué son y qué estrategias de ventas se utilizan más . Toma buena nota, ¡sin ventas no hay paraíso! Antes de empezar nos gustaría recomendarte otros 2 artículos que te interesarán porque complementan la información contenida en este. ¿Qué es el trade marketing? Definiciones, ejemplo y estrategias Estrategias de precios, ¿cómo fijar el mejor precio?
Definición de estrategia de ventas Una estrategia de ventas es un plan llevado a cabo por una empresa o una persona para vender sus productos o servicios maximizando el beneficio. Según la Wikipedia , las técnicas de ventas «constituyen el cuerpo de métodos usados en la profesión de ventas». Estas definiciones nos llevan a distinguir entre 2 conceptos similares pero independientes, la estrategia de marketing y la estrategia de ventas. La primera trata de captar potenciales clientes y dar a conocer el producto, mientras que la segunda busca cerrar ventas sobre esos contactos o «leads» . Ambas estrategias son interdependientes y se necesitan una a la otra. No podemos aplicar nuestras ideas para vender sin un trabajo previo de captación. Y a su vez, una estrategia de marketing será inútil si no somos capaces de transformar posibles clientes en ventas finales.
Cómo vender un producto con una estrategia de ventas Cuando hablamos de cómo vender son muchos los factores que entran en juego. No obstante, sí podemos definir unas acciones generales aplicables a cualquier estrategia de ventas.
Conocer al público objetivo : las técnicas de venta son diferentes para cada industria; sin embargo, tener claras las necesidades de nuestro cliente es una prioridad universal en el mundo de los negocios. Si por ejemplo, nuestro cliente ideal tiene inquietud por el desarrollo sustentable , trataremos de fomentar nuestro marketing social y mostrar aspectos de responsabilidad corporativa. En resumen, conocer al cliente y alinearnos con sus necesidades .Definir acciones : ¿qué acciones concretas vamos a realizar para conseguir ventas? Puede ser modificar la colocación de los productos en un mostrador u otras estrategias de trade marketing ? ¿O quizás podemos asociarnos de forma puntual con otra empresa para impulsar las ventas (co-branding )?Estudiar la competencia : ¿qué trucos para vender más están utilizando nuestros competidores? Hemos de estudiar sus productos y su estrategia de ventas para detectar puntos de mejora y atacar por ahí.Analizar tendencias : un producto puede estar entrando en la fase final de su ciclo de vida, o una nueva característica empieza a ser reclamada por los consumidores. Detectar las tendencias y actuar en consecuencia es imprescindible en la búsqueda de estrategias de ventas exitosas.Estos pasos generales requieren de una estructura y organización detallada. De la estrategia de ventas en una empresa se encarga el departamento comercial . En caso de autónomos o pequeños negocios el tamaño no debe ser una excusa para no definir técnicas para vender más. Aprovecha la tecnología y entrenamiento : La tecnología nos permite gestionar nuestras ventas de manera relativamente más rápida, fácil y barata que en el pasado. La usamos para gestionar nuestros clientes, para facilitar la accesibilidad de la información a los diferentes equipos, y la integramos para que nuestros procesos para que funcione todavía mejor. La parte más positiva de esto es que, a día de hoy, existen multitud de herramientas en el mercado que convierten lo anterior en algo aún más sencillo de realizar. Es el caso de los CRM, donde, con una herramienta como SumaCRM , puedes centralizar todos los datos que llegan a tu empresa para que tus vendedores puedan acceder a ellos siempre que lo necesiten. De este modo serán capaces de aumentar su productividad, de mejorar la comunicación interna de la organización y, por supuesto… ¡de vender más! Vayamos ahora a un caso más concreto y habitual, ¿qué estrategias de ventas pueden aplicarse en tiendas? Son más fáciles de lo que piensas, ¡sigue leyendo!
Técnicas de venta en tienda Muchos negocios a pie de calle se limitan a abrir la puerta con la esperanza de que alguien entre y compre. Esta estrategia reactiva es un lastre. Debemos ser proactivos, tener un plan para transformar las visitas en ingresos. Veamos cómo aumentar las ventas gracias a una estrategia.
Mejorar punto de venta : optimizar la manera de mostrar nuestros productos: algunas técnicas de venta en tienda pueden ser colocar los productos más caros a la altura de los ojos o rotar los expositores y escaparates. Puedes saber más en nuestro artículo sobre trade marketing .Fidelización: la mejor publicidad es la que hacen los clientes satisfechos. No solo queremos fidelizar a nuestros clientes, además queremos convertirlos en evangelizadores. Un cliente que habla bien de nosotros es la mejor estrategia de ventas comercial y es gratis. No te pierdas nuestro artículo de marketing relacional donde explicamos las mejores técnicas de fidelización.Neuromarketing : ¿has notado que la música es diferente en horas punta que cuando no hay nadie en los supermercados? ¿O el olor de algunas tiendas que te atrae irremediablemente? Echa un ojo a nuestro artículo sobre marketing sensorial y te asombrarás de cómo los sentidos ayudar a vender.Evitar el «¿puedo ayudarle en algo?» : preguntas vagas generan respuestas vagas: «no, gracias, sólo estoy mirando». El objetivo no es vender, es ayudar a comprar y para eso necesitamos generar una conversación real.¿A ti también te espanta la pregunta «puedo ayudarle en algo»? Seguro que no eres el único. ¿Recuerdas la técnica del «mercadólogo del futuro»? La combinación de característica y emociones de su speech de ventas se hizo viral. https://www.youtube.com/watch?v=5LeO_frhfIg En negocios online no existe la posibilidad de generar tal conversación, pero sí otros factores para evitar que el comprador se vaya a la competencia.
Estrategias de venta online La mayoría de técnicas para vender más en tiendas son aplicables para vender más en Internet, salvando las distancias. Veamos alguna similitudes con las que hemos visto:
Punto de venta : si en un espacio físico tenemos un expositor, en una tienda online tenemos un página de productos. ¿Cuáles situamos «above the fold» o donde el usuario los ve sin hacer scroll ? ¿Cuáles en el menú lateral? Este tipo de cuestiones son tan importantes como el escaparate en un negocio a pie de calle.Marketing sensorial : para nuestra estrategia de ventas en Internet el marketing sensorial está limitado a vista y oído. No podemos contar con olores, pero sí podemos, por ejemplo, acompañar la visita a la web con una música atractiva. La vista es el sentido estrella así que un diseño llamativo es clave para «enganchar» al lector. Eso sí, siempre anteponiendo la funcionalidad.Interacción : a falta de un vendedor las llamadas a la acción o CTA son la forma de conseguir que el visitante a nuestra web haga lo que buscamos. Puede ser un contacto, un botón de compra o una venta cruzada. Necesitamos guiar al cliente hasta la compra.Segmentación : en un negocio físico no es tan sencillo de aplicar pero en un negocio online podemos segmentar a nuestros clientes. Una estrategia de email marketing nos permite hacer ofertas casi personalizadas a cada segmento.Es importante que en estas estrategias contemos con un buen profesional del marketing online y experto SEO que nos acompañe en el camino y nos ayude a construir un buen plan estratégico.
Estas técnicas son frecuentes en negocios cuyo cliente es el consumidor final, si lo que buscas son estrategias de ventas B2B, lee nuestro artículo sobre marketing B2B y descubre 4 estrategias para vender más a otras empresas.
Ejemplos de estrategias de ventas Vamos a ver casos concretos en sectores más específicos.
Estrategias de ventas seguros Cuando estamos vendiendo seguros, el cliente no puede ver ni tocar el producto, es probable incluso que no llegue ni a usarlo. En casos como este de venta intangible necesitamos transmitir máxima confianza. Fíjate en estos consejos:
Escucha a tu cliente : al vender un seguro estamos satisfaciendo una necesidad de protección, que en cada caso será distinta. Escucha al cliente y ayúdale a comprar.Vende emociones : deja las características a un lado. Tu cliente compra la sensación de seguridad que la póliza le da, no los aspectos técnicos.Adelántate : siempre se dice que una venta se hace mucho antes de la venta. ¿Cómo vender seguros ? Anticipa y prepara cada posible objeción del comprador.Entrena : cada no que recibas te acercará más al sí. Vender seguros de manera efectiva es una carrera de fondo, entrena y se paciente.Conoce tus productos : escuchando a tu cliente surgirán oportunidades para venta cruzada. Es decir, quizás no le interese un seguro de vida en este momento, pero en un par de meses el seguro de hogar puede vencerle .¿Quieres perfeccionar tus técnicas de venta de seguros? Escucha, emociona, anticipa y entrena.
Estrategias de ventas para restaurantes Aunque ya hablamos de algunas técnicas de venta en nuestro artículo sobre marketing gastronómico aquí van algunos tips:
Ten personal especializado : forma a tu equipo. Un experto en vino y maridaje o en repostería transmitirán profesionalidad al restaurante.Escandallo (coste total de un plato) : debes conocer el coste exacto de cada plato y ofrecer a los clientes con prioridad aquello platos con más margen.Vocabulario sugerente : en lugar de decir «¿le apetece un postre?», trata de sugerir con las palabras: «Tenemos una crujiente tarta con chocolate derretido que maravilla a todo el que la prueba. Es nuestro postre estrella».Si tu sector no es el de la restauración, sino que estás buscando estrategias de ventas para hoteles , supermercados o incluso estrategias de ventas de servicios en general, vas a disfrutar este vídeo con las 15 características de los mejores vendedores del mundo. ¡Conviértete en uno de ellos! https://www.youtube.com/watch?v=j-xU7qNOpKg
Estrategias de posicionamiento online Te dejo algunos tips que pueden guiarte:
Ataca un nicho de mercado mas pequeño pero que te de un rasgo diferencial respecto a tu competencia. Realiza acciones de marketing online, como por ejemplo listas, rankings, comparativas, etc.. de los mejores productos o servicios de tu sector. Es posible que se convierte en un artículo viral. Invierte en posicionamiento de marca. El posicionamiento online es más económico que el posicionamiento en los medios de comunicación convencionales y el ROI mucho mas elevado. Por ponerte un ejemplo, la empresa de Electrodomésticos Evvohome , ataca un nicho grande, pero marcando claramente un rasgo diferenciador a su competencia, dando importancia a que sus marca es española , lo que hace especial a su marca dentro de su nicho. Siguiendo con la misma empresa, en su estrategia de comunicación y contenidos han elaborado un ranking de marcas de electrodomésticos , cuya finalidad es la de hacer mas visible su marca, aprovechando que este tipo de contenido tiende a la viralización.
¿Hasta dónde te va a llevar tu estrategia comercial? ¿Ya has reunido el conocimiento para convertirte en una bestia de las ventas? Esperamos que este post te haya ayudado a ejercitar tu músculo comercial y ahora ningún cliente sea capaz de decirte que no. Recuerda, sin ventas no hay paraíso , ¡a por ello!