¿Ha oído hablar alguna vez de la venta consultiva? Si trabajas en ventas B2B y aún no conoces su concepto y sus prácticas, es hora de que lo conozcas. Al fin y al cabo, es una de las formas más eficaces de alcanzar el éxito en las ventas.
Como su nombre indica, este modelo une dos competencias: la del vendedor y la del consultor. La cuestión es que no se centra en la venta, sino en la compra. Lo que se busca con la venta consultiva es mejorar la experiencia del cliente, diseñando la mejor propuesta para sus necesidades.
Esto se hace desde un gran análisis y un enfoque más empático y menos persuasivo. La intención de este enfoque no es sólo vender, sino ofrecer una solución que realmente satisfaga los dolores del cliente.
A veces, el vendedor necesita tener mano firme para descartar un lead (cliente potencial) cuando se da cuenta de que sus soluciones no van a satisfacer las necesidades del cliente potencial. Por lo tanto, es importante tener la madurez para identificar cuándo la empresa puede o no puede ayudar al cliente potencial.
¿Quiere entender un poco más sobre este modelo? Entonces, ¡vamos!
¿Qué es la venta consultiva?
Quizá se pregunte: ¿Qué es este concepto? ¿Qué significa? La venta consultiva es un proceso en el que, además de ofrecer soluciones, el vendedor ayuda al cliente potencial a entender realmente cuáles son sus dolores y necesidades.
Más que un profesional de la venta, la persona que actúa de esta manera también actúa como consultor, como su nombre indica.
En otras palabras, quien realiza la venta consultiva es un socio del comprador potencial. Se trata de analizar juntos la empresa, qué dificultades tiene actualmente y cuáles son las alternativas. Sólo a partir de ahí se diseña una propuesta de venta.
Ya hemos mencionado en otros artículos que, en un entorno comercial B2B, las ventas deben ser un buen negocio para ambas partes. Al fin y al cabo, dado que se trata de asociaciones que implican grandes volúmenes y, no pocas veces, grandes sumas financieras, los acuerdos deben ser ventajosos para convertirse en perennes.
En este sentido, trabajar con la venta consultiva es un gran diferencial para las negociaciones. Los consultores de ventas que proponen ver las necesidades del cliente potencial como una prioridad y no la venta en sí misma tienden a preparar propuestas más asertivas para ambos extremos.
El término (y la estrategia) «venta consultiva» apareció en los años 70, cuando Mack Hanan, especialista en ventas B2B, lanzó el libro Consultative Selling.
El autor observó que los vendedores que se preocupaban más por comprender las necesidades de sus clientes vendían más que los vendedores tradicionales.
Esto es algo bueno, ¿no? Pero hay otra. Hanan se dio cuenta de que las empresas que habían hecho negocios con la ayuda de consultores obtenían más beneficios. Y con más beneficios, empezaron a comprar más. Ese es el círculo virtuoso que todo vendedor debe perseguir.
¿Cómo funciona la venta consultiva?
El primer aspecto a tener en cuenta en una venta consultiva es entender que se trata de un tipo de negociación individual. Lo que ha funcionado para una empresa no funcionará para otra. Al fin y al cabo, cada uno tiene su propia historia y sus propias necesidades.
Teniendo esto en cuenta, el vendedor realiza el asesoramiento individualizado a partir de un amplio análisis. Busca información sobre el mercado, el nicho de negocio, la competencia, el potencial de ventas, entre otros.
A esta información, añade la relativa al cliente potencial: cuál es su capacidad de inversión, en qué circunstancias y cuáles son los resultados que espera obtener.
Con toda esta información, el asesor comercial diseñará la mejor propuesta comercial.
Sin embargo, un detalle hace que la venta consultiva sea realmente diferente de la venta «tradicional»: el vendedor tiene que actuar realmente de forma consultiva, y esto significa evaluar la posibilidad de cerrar un posible trato.
Si de toda la información obtenida el vendedor entiende que sus productos o servicios no se ajustan a las necesidades del cliente potencial, tiene que dejarlo claro. La venta sólo se producirá si es realmente prometedora para el futuro de esa pista.
Recuerde que el punto fuerte de la venta consultiva es ofrecer el mejor trato para el comprador. La atención se centra en él/ella, no en la venta a cualquier precio.
¿Qué le parece aumentar el ticket medio de su empresa explorando la venta consultiva? Protagnst es especialista en negocios B2B. Póngase en contacto con nosotros y vea cómo podemos ayudarle.
¿Cuáles son las ventajas de la venta consultiva?
Además de vender más -y mejor-, la venta consultiva conlleva una serie de ventajas. El simple hecho de analizar todos los procesos y todos los matices permite obtener información y rendimientos valiosos.
Seguro que has escuchado la expresión popular «disparaste lo que viste y le diste a lo que no viste». Y la venta consultiva a veces también tiene eso.
Y es que una de sus ventajas es la identificación de oportunidades. Otra es aumentar el valor de las ventas. Pero probablemente la más interesante de las ventajas es el potencial para retener a los clientes.
Identificación de oportunidades
Investigar el mercado, el potencial de la región y conocer los deseos del cliente potencial con el que se realiza una labor de venta consultiva es una gran manera de identificar oportunidades.
Muchas veces, quienes se dedican a la venta van a una empresa a ofrecer un producto o servicio predefinido -o incluso una gama de ellos-, y el negocio acaba por no prosperar. Cuando esto ocurre, por lo general ese líder presenta una serie de objeciones al negocio, no siendo rara vez la cuestión financiera el factor principal.
Sin embargo, al trabajar con la venta consultiva, el vendedor puede encontrarse con una oportunidad de negocio que no había previsto inicialmente. Comprender el momento de la empresa con la que está tratando también le permitirá entender la mejor solución que puede ofrecer.
Siempre que se identifica una oportunidad, ambos extremos del negocio salen ganando.
Por parte del líder, se trata de una solución que probablemente ni siquiera tenía en su radar y que, por tanto, tiene el potencial de generar un beneficio que, hasta hace poco, no estaba previsto. Para el vendedor, en cambio, además de la negociación, está la demostración de que la consultoría fue bien hecha -y esto también traerá ganancias futuras-.
Aumento del billete medio
Como ya sabes, el ticket medio es el valor medio que se obtiene con las ventas. Cuanto más alto sea este valor, mayores serán las inversiones del comprador. Por ello, la búsqueda de un aumento del ticket medio debería estar siempre entre los objetivos de quienes trabajan en esta industria.
Sin embargo, hay que tener en cuenta un punto: conseguir mejores ventas simplemente siendo un vendedor experto puede ser suficiente para las ventas B2C, porque al final hay una plétora de compradores potenciales.
Pero el aumento del ticket medio en los acuerdos entre empresas debe significar también un aumento de los ingresos futuros para el comprador. De lo contrario, el negocio futuro está en riesgo. Y la prospección de clientes suele ser más difícil que el trato con los clientes más antiguos.
Cuando se realiza una venta consultiva, el aumento del ticket medio se debe a la capacidad del vendedor para demostrar que la operación reportará beneficios al comprador. Al demostrar con A + B que ese volumen de negocio será rentable, el vendedor estará demostrando que no es una apuesta, sino un paso seguro.
De este modo, el comprador verá la transacción con el cristal medio lleno: el riesgo no está en perder dinero, sino en no ganar más. Por lo tanto, lo tiene todo para querer invertir en la solución que se le presenta.
Retención de clientes
Los clientes satisfechos suelen ser también clientes fieles.
Las negociaciones que implican grandes volúmenes siempre conllevan cierto riesgo. Al fin y al cabo, los que invirtieron necesitan un retorno. Por mucho que se pueda tener una previsión de ingresos muy cercana a la realidad, hay que trabajar para ello.
Cuando haces una venta consultiva, estás ofreciendo al cliente potencial una solución real a un dolor que tiene. Y si ese dolor se cura, tendrá todas las razones del mundo para volver a buscar tus soluciones la próxima vez.
Además, seguro que has oído a alguno de tus jefes decir «no quiero problemas, quiero soluciones». Pues bien, considere al cliente potencial como su jefe. Si has llegado a él mostrando que tenía un dolor, y al mismo tiempo le has dado una solución, has hecho el trabajo completo. Tienes todo para hacerlo de nuevo.
¿Cuáles son las etapas de la venta consultiva? ¿Cuáles son los procesos?
Las etapas de la venta consultiva son muy similares a las de la venta tradicional. El embudo de ventas se presenta de la misma manera. Lo que difiere es la forma en que hay que afrontar cada una de las etapas.
Desde la prospección hasta la conversión final en ventas, todo debe hacerse de forma analítica y personalizada. Véase más abajo.
Prospección
La prospección de clientes es parte del trabajo de cualquier equipo de ventas, pero contar con profesionales especializados en preventa es cada vez más un diferencial. Y en la venta consultiva, esto puede ser especialmente interesante.
Analizar bien el mercado e identificar a los clientes potenciales que pueden necesitar su producto o servicio es el primer paso de este viaje.
Esta búsqueda inicial debe ser amplia. Todas y cada una de las empresas que aparentemente podrían beneficiarse de los productos o servicios que usted ofrece tienen que entrar en su radar. Al fin y al cabo, igual que ellos pueden necesitar tu ayuda sin saberlo, tú también puedes ser la persona adecuada para ayudarles, aunque al principio esa empresa no parezca ser tu objetivo.
Esta prospección puede ser activa, a través de estrategias de marketing de salida, o pasiva, como el marketing de contenidos.
En el caso de la venta consultiva, sin embargo, algunas técnicas de aproximación activa pueden ser más interesantes. La llamada fría 2.0, por ejemplo, se centra en comprender los dolores del cliente antes de ofrecerle un modelo de negocio. Es, por tanto, un fuerte aliado para quienes realizan ventas consultivas.
La prospección activa también tiene la ventaja de ofrecer un retorno financiero o un feedback más rápido, lo que ayuda mucho a validar una consultoría que se basó precisamente en los datos de ese periodo.
Calificación o diagnóstico
¿Ha identificado usted o su equipo de marketing y ventas todas las empresas que pueden beneficiarse de su solución? Genial, pero ahora es el momento de filtrarlos y seleccionar a los que realmente pueden beneficiarse de lo que usted ofrece.
La labor de un representante de desarrollo empresarial u otro profesional de preventa en la calificación de clientes potenciales es importante para cualquier modelo de ventas, ya que permite centrarse en las empresas con mayor potencial para convertirse en clientes.
En la venta consultiva, esta cualificación es aún más importante. Como mencionamos anteriormente, es parte del proceso saber retirarse de la negociación cuando se percibe que su producto o servicio no resuelve el problema.
Así, se gana tiempo si, incluso en la fase de preventa, se identifica que ese potencial cliente potencial tiene dolores que están fuera de su ámbito de actuación.
Sin embargo, la calificación no se detiene ahí. La consultoría también sirve para que esto ocurra. Una vez más, si el vendedor se da cuenta de que no tiene el producto adecuado para esa empresa, tiene que demostrarlo. Y, si es precisamente el lead al que puedes ayudar, pasas a la siguiente fase del embudo.
Presentación
Cuando ya has prospectado al cliente potencial y sabes que tiene la cualificación que necesitas, el siguiente paso es presentarle tu solución.
Recuerde que tiene que ser personalizado y adaptarse al cliente. En otras palabras, es lo que usted ofrece lo que tiene que satisfacer las necesidades del cliente potencial, no que el cliente potencial se adapte a su producto.
Aunque es el momento de mostrar cómo va a resolver los dolores de ese cliente potencial, en la venta consultiva esta es más una etapa en la que el vendedor escucha más que habla.
Igual de importante es la claridad. Por muy específico que sea el nicho en el que se trabaja, es necesario dejar de lado los términos técnicos y apostar por un discurso sencillo y directo.
Aunque sean individualizados, los consejos de venta comunes a todas las negociaciones B2B también pueden aplicarse aquí. Quizá la más importante sea: centrarse en el valor, no en el precio. Que algo sea caro o barato es bastante relativo; todo depende de la rentabilidad que pueda aportar.
En la venta consultiva, este aspecto debe estar siempre presente. Al fin y al cabo, si el vendedor hace bien su trabajo, ofrecerá a ese cliente potencial algo que le reportará beneficios. Este es el valor real del producto o servicio. Es necesario mostrar al cliente potencial que no está adquiriendo un producto o servicio, sino una solución.
Negociación
Ahora que ha demostrado al cliente potencial que puede ofrecerle algo que solucionará sus necesidades, es el momento de abordar realmente el trato.
Una vez más, es muy importante que la negociación sea personalizada. Y debes estar abierto a las concesiones, porque pueden aparecer.
Haga su propuesta y justifique las cifras, pero escuche y comprenda una posible contrapropuesta.
Considera que has actuado de forma consultiva y que por tanto puedes contextualizar bien el acuerdo que se pretende coser.
Igual de importante es no convertir una negociación de precios en una disputa. Llegar a un denominador común ayudará a cerrar la venta con seguridad y a mantener las puertas abiertas para futuros acuerdos.
Y no te apresures. Si no se llega a un acuerdo en este momento, se puede hacer allí mismo en el futuro.
Cerrar
Si todo se ha hecho correctamente, esta tiene que ser la etapa más fácil y suave del proceso. Y es precisamente por eso que no debe dejar ninguna aspereza.
Hasta este momento, todo el trabajo duro está hecho. Hubo una investigación previa, se habló mucho, hubo ajustes, hubo concesiones, hubo una definición de precios. Lo que queda ahora es simplemente formalizarlo.
Aun así, hay dos cosas muy importantes a tener en cuenta aquí. La primera es que el vendedor debe facilitar la vida al comprador. Envíe los documentos, muestre los mejores contactos de su empresa, compruebe los detalles.
La otra es hacer todo lo posible para confirmar las expectativas. Si el plazo acordado para la entrega de productos o servicios es, por ejemplo, de 30 días, asegúrese de que se va a cumplir. Si el acuerdo implica la formación del personal, fije las fechas. Pida a su nuevo cliente los datos de contacto de las personas adecuadas para ocuparse de la posventa. Proporcione un calendario detallado de lo que se hará a continuación y, por supuesto, cúmplalo.
Recuerde que el cierre es la finalización de un trabajo bien hecho, pero no es el final del trabajo. Y a continuación le mostramos por qué.
Posventa
Las ventas consultivas no terminan cuando se cierra la venta.
En una venta ordinaria, es posible que el trabajo post-venta sea menos intenso – a menudo, por el simple hecho de que lo negociado no lo requiere, por los más diversos factores.
Sin embargo, cuando se actúa como consultor, la posventa es tan importante como las otras etapas. Al fin y al cabo, más que un producto o un servicio, vendiste la idea de que ese acuerdo resolvería los dolores del cliente. Por lo tanto, hay que vigilar si eso ocurre realmente.
Es importante señalar que cuando se tiene una buena relación con el cliente, es posible identificar los mejores momentos para ofrecerle una venta cruzada o un upsell que realmente tenga sentido, puesto que ya se sabe lo que realmente necesita.
Si el cliente no obtiene el rendimiento esperado, conviene hablar con él para comprobar dónde están los cuellos de botella. A veces, los precios que se cobran o incluso las estrategias empresariales no se ajustan a los del mercado. Una vez más, la experiencia del consultor puede ayudar. Y esto significará mantener al cliente para futuros negocios.
Preocuparse por el éxito del nuevo cliente es una demostración de atención hacia él.
¿Quiere atraer más clientes potenciales cualificados para su negocio B2B? Rellene este formulario y vea cómo puede ayudarle Protagnst.
Diferencias entre la venta consultiva y la venta transaccional
No todas las ventas serán consultivas. Se puede vender y vender mucho un producto o servicio sin ser consultivo. Las ventas se pueden hacer por impulso, se pueden hacer por necesidad y hay que entender cuándo no vale la pena implementar un servicio de venta consultiva en su negocio.
Mientras que las ventas consultivas son personalizadas, las ventas transaccionales siguen un patrón, no tienen variación y no requieren que el vendedor comprenda en profundidad las necesidades del cliente potencial. Cuando se trabaja con productos o servicios que son fáciles de decidir y tienen tickets bajos, normalmente no es necesario tener un proceso de venta más cualificado.
Saber cuándo no utilizar este modelo también es importante para ahorrar tiempo y optimizar la rutina de la empresa. En algunos modelos de servicio sencillos, donde no hay mucha variación, las ventas transaccionales funcionan bien.
Cuando se trata de ventas complejas, lo más probable es que su proceso se acerque mucho más a la venta consultiva.
Importancia de las objeciones
¿Sabes qué son las objeciones? Las objeciones son objeciones de los clientes, que pueden sonar como algo negativo, pero, en realidad son dudas, que él necesita para estar seguro antes de hacer una compra con su empresa.
Cada vez que los vendedores inexpertos reciben objeciones, se ponen tensos, nerviosos y se desesperan. Creen que han perdido la venta. En Protagnst solemos decir que el cliente suele preferir la fiabilidad frente al precio. Si hay que elegir entre pagar barato o elegir algo que funcione, su cliente elegirá algo que funcione.
Las objeciones son importantes para que la solución sea aún más consultiva. Revisar las dudas del cliente y darle plena confianza en la toma de decisiones. Por eso, cada vez que nuestro equipo encuentra objeciones, lo celebra, porque es una señal de interés.
Si el cliente no tiene interés en su producto o servicio, simplemente abandonará la compra o dejará de responder. Piensa en ello la próxima vez que recibas una objeción.
Técnicas de venta consultivas
Existen innumerables técnicas de venta consultiva, pero, la esencia, ya la conoces: debes ser consultivo. El proceso de venta acaba siendo una miniconsulta, porque durante el proceso se puede identificar cuáles son los clientes potenciales y cuáles no encajan con la solución que vendemos.
Hemos seleccionado algunas de las mejores técnicas de venta consultiva para compartirlas con usted.
Venta consultiva por teléfono o videoconferencia
La esencia de las ventas internas, tal vez sea el hecho de que lo haces todo desde dentro de la empresa. No tienes que viajar e invertir horas y horas en desplazamientos, programación, entre otros costes que encarecen la venta tradicional.
Por eso es tan importante utilizar el teléfono/llamada y la videoconferencia para optimizar este proceso. Durante este tipo de actividad, es importante que el asesor comercial haga más preguntas y hable menos de sí mismo y más del problema del cliente.
- Es importante definirlo:
- Si el cliente tiene un problema o un dolor, es decir, identificar los problemas que experimenta el cliente potencial;
- Si su empresa resuelve este problema;
- Cuál es la mejor solución para su problema;
- Cómo se relaciona su empresa con su problema;
- Reunir toda la información necesaria para crear una propuesta o un siguiente paso en la negociación con el líder;
Para ello, es muy importante hacer preguntas. Las preguntas de cualificación son fundamentales en el proceso de venta consultiva y le ayudarán a comprender las necesidades reales del cliente potencial. A veces, la pista llega a través de un pretexto, y tenemos que ser lo suficientemente flexibles para ser realmente consultivos y ofrecer lo que más importa.
Es importante identificar cuándo no hay que enviar una propuesta, ya que esta transparencia puede dar lugar a nuevos contratos en el futuro, además de ahorrar su tiempo y el del cliente potencial.
Aportar valor durante el proceso de venta
Durante nuestra experiencia de compra con el cliente, le queda claro que no tememos que intente aplicar el proceso por sí mismo. Añadimos valor, mostramos los procesos, las herramientas y todo lo que va a hacer el cliente.
Así demostramos que realmente tenemos conocimientos sobre el proceso. Si el cliente decide tomar lo que le explicaste y aplicarlo él mismo, significa que no le demostraste suficiente valor, o que realmente no tenía el capital para contratarte.
Al aportar valor y dar consejos sobre cómo el propio cliente puede mejorar el proceso, el cliente ve que usted no quiere imponer nada. Ve que tu objetivo es hacer una venta que realmente ayude a tu empresa. Esto da más confianza al protagonista y demuestra que su verdadera intención es ayudar de verdad.
Ejemplos de ventas consultivas
Las posibilidades de la venta consultiva son innumerables. Muchas veces, las soluciones no existirán, y, por lo tanto, el vendedor tendrá que construir una solución junto con el cliente para llegar a valores que sean justos y en un proceso adecuado.
Cuando vas a comprar un coche y el vendedor no te hace ninguna pregunta, sino que ya quiere decirte las razones por las que tienes que comprar un determinado coche, no se trata de una venta consultiva. Es una venta tradicional.
Puede que incluso intente hablar de los beneficios y ventajas de usar ese coche, pero no ha hecho lo más importante: el diagnóstico o la calificación.
En el mismo ejemplo de un vendedor de coches, el primer paso, después de presentarse, sería preguntar al cliente, qué imagina, para qué uso tendrá el coche, etc. Al empezar a preguntar e identificar las necesidades del cliente, el vendedor puede ofrecer el coche que más le convenga.
Si el uso es familiar y la persona tiene una familia muy numerosa, quizás una mini furgoneta sea la mejor opción.
Ahora bien, si se trata de una persona joven y con éxito que quiere comprar un coche deportivo, quizás un Ferrari, puede estar dentro de sus expectativas, y es el coche más adecuado.
De este ejemplo, extraemos dos puntos importantes: el cliente no sabe lo que quiere o necesita; y es obligación del asesor de ventas ofrecer la mejor solución y actuar como experto en este proceso.
¿Cuándo no emplear la venta consultiva?
En el caso de los productos que se venden solos y en los que no es necesario demostrar que se conoce y se domina el tema, la venta consultiva acaba siendo costosa, y quizá no sea la mejor técnica de venta para cerrar tratos.
En los casos en los que el cliente no percibe valor en la solución y la mayoría de las ventas son muy transaccionales, este tipo de venta que se aborda en este artículo acaba por no ser ideal.
Por lo tanto, si usted tiene un proceso en el que el cliente decide rápidamente y no consulta a otras personas para decidir, tal vez este modelo abordado aquí sea demasiado costoso para apoyar las ventas de este tipo.
Hay que evitar este tipo de metodología cuando las ventas tienen un ticket medio muy bajo y la figura del vendedor puede intimidar al comprador.
Características de un vendedor asesor
Las personas que trabajan en ventas tienen muchas características en común. Ser perseverante, atento y comunicativo son los más comunes. Por otro lado, trabajar con la venta consultiva requiere algunas características adicionales, que ayudarán a desarrollar el trabajo. Veamos algunos de ellos a continuación.
Tener conexión y empatía
La empatía es la capacidad de comprender el lugar de la otra persona. Pocas cualidades son tan adecuadas para el profesional que se propone trabajar en la venta consultiva.
Cuando el vendedor se esfuerza por comprender el punto de vista del cliente potencial, abre su mente para ver los diferentes matices de cualquier negociación. Y hay que tener en cuenta que en la venta consultiva no siempre son fáciles.
Uno de los aspectos, por ejemplo, es sentirse cómodo hablando de las dificultades de la empresa. No todos los directivos o responsables de compras están dispuestos a hablar de las proyecciones de beneficios o de la capacidad de inversión en el presente. Y estos dos datos pueden ser muy útiles a la hora de realizar una venta consultiva.
Sin embargo, si el vendedor crea una conexión con ese lead – escuchando atentamente, identificando puntos entre líneas, mostrando conocimiento del momento del mercado, entre otros -, poco a poco es posible «pescar» los datos necesarios.
El proceso consultivo implica mucha confianza mutua. Y se construye hablando y escuchando mucho. Piense que el cliente potencial puede no haberle visto nunca. No será de un momento a otro que dará toda la información. Pero esto vendrá de forma natural si la consultoría de ventas es realmente efectiva.
Sea curioso
En primer lugar, que quede claro: ser curioso no es ser invasivo. Esta característica se pone en el sentido de «buscar conocer».
No es raro que los vendedores, especialmente los más experimentados, consideren que ya tienen suficientes conocimientos sobre el segmento con el que trabajan. Después de todo, llevan años en la carretera y han hecho muchas ventas… Pero considerarse autosuficiente puede ser una trampa, especialmente cuando se busca una conexión con alguien.
Ya hemos citado una y otra vez que una de las características de la venta consultiva es su carácter único y personalizado. ¿Por qué, entonces, considerar que ya lo sabes todo sobre el negocio?
Por supuesto, un consultor tiene que ser alguien bien informado y con la mayor información posible sobre su área de trabajo. Pero la experiencia pasada del cliente potencial es probablemente diferente a la de los demás. Las empresas del mismo sector pueden tener estrategias empresariales diferentes.
Por eso, saber escuchar es muy importante, pero también es necesario no rehuir las preguntas.
Es válido para las ventas o para cualquier línea de negocio, e incluso en las relaciones personales: si no entiendes, pregunta. Si tienes dudas, pregunta. Si hay algo sobre lo que tienes curiosidad, pregunta. Es más honesto (y empático) que pretender estar 100% enterado.
Capacidad de análisis
Ser capaz de entender el contexto es clave en buena parte de cualquier negociación, y saber analizarlo es fundamental en la venta consultiva.
La capacidad de análisis debe impregnar todo el proceso de venta. En la prospección, para identificar qué empresas pueden convertirse realmente en clientes potenciales. En las pistas, para saber cuáles son calificables y cuáles no.
Durante la presentación del producto y la negociación, para encantar al cliente y saber el momento adecuado para intentar vender.
Pero el análisis no se limita a esto. Cuando surgen objeciones de venta, es necesario considerar no sólo las formas de resolverlas, sino también que tal vez ese cliente potencial no es lo suficientemente maduro para avanzar en la negociación.
Saber identificar el momento exacto en el que se encuentra ese cliente potencial es la clave que puede garantizar una venta o no.
Por cierto, esto también puede significar una retirada estratégica. Los clientes potenciales que no se sienten preparados para avanzar en un acuerdo pueden volver a su propuesta de ventas en el futuro si consideran que su consultoría tiene sentido. Al mismo tiempo, pueden echarse atrás en cualquier compra si sienten que se les presiona contra su voluntad.
No tenga miedo de personalizar
Es inútil: tratar de adaptar la misma solución a diferentes empresas tiene todo para fracasar. Peor aún: tiene muy poco que consultar.
Por supuesto, es posible adaptar las soluciones entre diferentes clientes, pero la adaptación exige un enfoque de personalización.
¿De qué sirve hacer todo el trabajo de prospección, ponerse a disposición para pasar muchas horas escuchando y entendiendo los dolores del cliente potencial, pero al final ofrecerle más de lo mismo?
Personalizar las soluciones, diseñar propuestas de venta exclusivas y saber mostrarlo al cliente potencial es, sin duda, lo que caracteriza a la venta consultiva.
Libros sobre la venta consultiva
Existen innumerables libros, artículos y contenidos sobre la venta consultiva. Lo cierto es que este tema, creado en los años 70, sigue teniendo mucho que aportar a empresas de todos los tamaños y segmentos. Hemos separado algunos libros que ayudan a construir un pensamiento más organizado en relación con la venta consultiva.
Venta consultiva
Este es el libro más clásico sobre el tema. El tema de la venta consultiva surgió con este libro, escrito por Mack Hanan. Mira, que la versión digital es muy asequible. Este libro es fundamental para todos los que quieran profundizar en el tema y mejorar su proceso de ventas, estableciendo verdaderas situaciones de ganar-ganar.
En lugar de comportarse como un vendedor, se comportará como un consultor y, de hecho, ofrecerá algo muy alineado con la necesidad de su cliente. Recomendamos encarecidamente la lectura de este libro.
¿Se pregunta si su precio está en consonancia con el mercado? ¿Le preocupa que su cliente pueda pagarlo? ¿Le preocupa hacer descuentos?
Su cliente puede pagar más es un libro que le enseña a pensar en su negocio desde el punto de vista del cliente. Mucho más adherido a los mercados B2B, entenderá que la fiabilidad es mucho más importante que el bajo precio. En otras palabras, es mucho mejor que cumplas lo que prometes, a que tengas un precio bajo. A continuación, puede comprarlo directamente en Amazon, o hacer clic aquí.
Venta de SPIN
En medio de las startups y en los negocios en general, esta es una lectura obligada para todo consultor de empresas.
SPIN Selling es una metodología que combina la comprensión real de la situación del cliente, para luego ofrecer una solución adecuada a las necesidades del cliente potencial.
Este marco se ha desarrollado analizando el proceso comercial de decenas de miles de empresas. A la hora de identificar a los «mejores», la mayoría de ellos utilizó un proceso similar al descrito en el libro.
Es importante señalar que esta metodología sirve muy bien a las empresas que tienen ventas en las que la opinión del experto es fundamental para el éxito del negocio.
Situación
En este punto es importante saber cómo está el plomo. En la parte de la situación, la idea es identificar su proceso relacionado con lo que estás hablando. Por ejemplo, en nuestro caso, solemos hacer preguntas como
- ¿Cómo es su proceso de generación de contactos B2B? ¿Depende mucho de las referencias?
- ¿Trabaja con el marketing inbound y outbound?
- ¿Cuántas reuniones genera al mes?
Problema
El problema es donde identificamos el dolor y realmente donde está el problema del plomo. Al hacer preguntas para entender el dolor, podemos comprender la expectativa del cliente y lo que realmente está sufriendo. En esta fase, tenemos que entender si lo que necesita es la solución que tenemos, y si está interesado en el modelo de ventas con el que trabajamos.
En nuestro caso, podríamos preguntar:
- ¿Cuántas reuniones de ventas necesita su equipo para superar los objetivos?
- ¿Está satisfecho con su proceso de generación de contactos?
- ¿Consigue clientes del tamaño y el segmento deseados?
- ¿Las reuniones que genera son cualificadas? ¿Hablas realmente con el responsable de la toma de decisiones?
Implicación
En este paso deduciremos la consecuencia, es decir, la implicación de no contratarnos o seguir como estamos. Podemos hacer preguntas como:
- Si lo mantienes como está, cuánto dejarás de ganar a final de año;
- ¿Cuál es la consecuencia de depender sólo de las referencias para su negocio? Si las referencias se detienen, ¿qué pasa?
- ¿Qué pasaría si su proceso siguiera siendo el mismo?
Necesita
La necesidad es donde el consultor consigue aliar la necesidad del cliente con una solución que él ofrece. Aquí es importante evaluar si tenemos una solución adecuada para el cliente. Si lo hacemos, el vendedor puede validar la solución con el cliente potencial y pasar a la creación y presentación de una propuesta.
Lo que el cliente quiere que sepas (por Ram Charan)
Escrito por uno de los mejores autores de libros de negocios, Ram Charan, este libro enseña el proceso de ventas, que crea valor y está muy alineado con los temas de este artículo. Al leer este libro, usted:
- Conozca mejor los problemas de sus clientes
- Comprender cómo toma realmente las decisiones la empresa de su cliente
- Ayude a su cliente a mejorar sus márgenes e impulsar el crecimiento de sus ingresos
- Conectar las ventas con otras funciones clave, como las finanzas y la fabricación
- Crear nuevas ofertas personalizadas
- Hacer que el precio sea un problema mucho menor en la toma de decisiones.
Venta entrante
La generación de clientes potenciales entrantes ha impulsado la necesidad de calificación y creación de procesos profesionales de venta y preventa. En este libro, aprenderá a:
- Cómo crecieron las ventas entrantes a partir de los conceptos y prácticas del marketing entrante
- Un enfoque paso a paso para que los profesionales de la venta se conviertan en vendedores receptivos
- Lo que realmente significa ser un gerente de ventas de primera línea que dirige un equipo de vendedores de entrada
- El papel que desempeña el liderazgo ejecutivo en la transformación del proceso de ventas entrantes
La nueva venta estratégica
El libro que provocó una revolución en las ventas en 1985. Rechazando las tácticas manipuladoras y haciendo hincapié en el «proceso», la Venta Estratégica introdujo la idea de la venta como una empresa conjunta e introdujo el concepto más influyente de la década: Win-Win.
La respuesta a Win-Win fue inmediata y ayudó a transformar la pequeña empresa que creó Strategic Selling, Miller Heiman, en un líder mundial en el desarrollo de ventas con la lista de clientes más prestigiosa del sector y con talleres muy solicitados.
En este libro, aprenderá:
- Cómo identificar a los cuatro verdaderos responsables del proceso
- Cómo evitar el sabotaje de un asesino de acuerdos interno
- Cómo hacer que un alto ejecutivo tenga ganas de verte
- Cómo evitar cerrar acuerdos de los que se arrepentirá después
- Cómo gestionar un territorio para obtener ingresos estables, no «con altibajos»,
- Cómo evitar el error más común al tratar con los competidores.
Escapar de la venta impulsada por el precio: Cómo los vendedores de clase mundial crean ganancias extraordinarias
De los creadores de SPIN Selling, este libro enseña a su empresa a escapar de la guerra de precios. En este libro, aprenderá:
- El revolucionario cambio en la naturaleza de la venta consultiva
- Cuatro estrategias para vender con prima, incluso en los mercados de productos básicos
- Cómo crear un cambio de comportamiento duradero, a nivel individual y organizativo, para tener éxito en el mercado actual
Autenticidad: la cabeza, el corazón y el alma de la venta
La mayor parte de la formación en ventas se centra en conocer el producto, analizar el mercado e identificar a la competencia, pero el éxito en las ventas es mucho más que eso. El éxito de la venta requiere tres tipos de preparación:
- El qué: conocer el producto, el sector y la competencia
- El cómo: aplicar los conocimientos, mejorar la interacción social, desarrollar las relaciones y afrontar los altibajos emocionales
- El por qué: comprender el propósito, la intención, los valores, los límites de las creencias internas y la autoestima del cliente
Los factores emocionales contribuyen poderosamente al éxito de las ventas. En este libro, irá más allá del qué, el cómo y el por qué, y aprenderá a vender de forma integral: ventas que utilizan la cabeza, el corazón y el alma y que reúnen las fuerzas mentales, emocionales y espirituales.
En Autenticidad, el experto en ventas Ron Willingham comparte nuevas ideas sobre las causas más profundas del éxito o el fracaso en las ventas y ofrece una guía paso a paso para:
- Desarrollar relaciones más sólidas con los clientes mediante la mejora de las habilidades sociales
- Aumentar el valor que aporta a los clientes (y sentirse más merecedor del éxito y la compensación)
- Aumentar las ventas aprendiendo y aplicando los fundamentos de la venta centrada en el cliente
Observaciones finales
Aunque está presente en la literatura desde hace medio siglo, la venta consultiva se ha vuelto especialmente eficaz en los últimos años. Y esto tiene todo que ver con los cambios en la sociedad.
En un mundo cada vez más competitivo, con innumerables opciones de negocio y los más diversos actores en el mercado, el ganador es el que tiene más que ofrecer. Productos y servicios diferentes, pero con características similares, pueden ser igualmente buenos. Lo que definirá la compra de uno u otro es el valor que aporta.
El valor es diferente del precio. El valor es lo que ofrece esa solución. Y el valor a menudo no sólo está en el producto en sí, sino también en la experiencia que se ofrece al comprador.
La venta consultiva ofrece mucho valor añadido. Ofrecen al comprador la oportunidad de realizar una operación especialmente diseñada para él, centrada en su beneficio. Se trata de ponerse en el lugar del cliente, sentir sus dolores y presentar la mejor solución. Y por eso están cada vez más presentes.
Contratar a un especialista en ventas consultivas
¿Quiere aumentar sus ventas invirtiendo en la venta consultiva? Protagnst es una consultora que trabaja únicamente con ventas B2B y está especializada en la generación de clientes potenciales, la captación de clientes y el aumento de las ventas en las operaciones entre empresas. ¿Busca una empresa de venta consultiva?
Rellene el siguiente formulario para que podamos elaborar la mejor estrategia para su empresa.
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