Cualquier empresa se beneficia de entender qué es un perfil de cliente ideal (PCI). Por ello, a todo vendedor le gustaría hacer buenos negocios con clientes comprometidos e interesados, ¿no es así?

Del mismo modo, encontrar estas empresas entre sus clientes potenciales es posible precisamente gracias al Perfil del Cliente Ideal (PCI). Por lo tanto, además de contribuir con el equipo de marketing para crear campañas más eficientes, los clientes ideales tienen una función estratégica en sus ventas, que es mejorar el área, a través de enfoques precisos y el aumento de las conversiones.

Con esto en mente, en este artículo, presentamos el concepto de Perfil del Cliente Ideal (PCI), las razones para identificarlo, las principales diferencias entre otros conceptos – como persona y público objetivo – entre otras informaciones relevantes. ¡Disfrute de su lectura!

¿Cuál es el perfil del cliente ideal?

Como su nomenclatura indica, el perfil del cliente ideal (PCI) consiste en una descripción del mejor cliente para su empresa. Por ejemplo, desde la perspectiva del mercado B2B, se trata de empresas con un perfil adecuado y buenas condiciones para aplicar la solución que usted ofrece.

Es la persona ideal dentro del tipo de empresa ideal, que encaja con lo que su empresa ofrece, lo que resulta en un intercambio de su empresa con la empresa de su cliente ideal. Para ello, tiene que saber con quién debe hablar, qué tipo de beneficio es el más valorado por su cliente y cómo va a hacer que todo funcione.

Dicho de otro modo, las soluciones en las que su empresa es capaz de ofrecer mejores resultados y, en consecuencia, obtener ganancias significativas. En definitiva, es aquella empresa que posee altos niveles de afinidad (o encaje) con su negocio y, por tanto, mayores posibilidades de crecimiento.

Además de ser la empresa adecuada, es la persona adecuada dentro de la empresa.

En general, la empresa que debe ser considerada como su cliente potencial debe poseer

  • Características que lo hacen apto para recibir sus servicios y/o productos (su solución);
  • Condiciones de vencimiento para la compra;
  • Elementos mínimos requeridos de sostenibilidad (o todas las características que considere importantes, como ubicación, número de empleados, facturación, entre otras);
  • Prioridad en la resolución del problema en cuestión;
  • Recursos financieros para afrontar los pagos;
  • Un problema que su servicio y/o producto pueda resolver realmente.

Además de estas características, esta empresa debe ser capaz de utilizar con éxito su solución, con un potencial de expansión eficiente y la posibilidad de convertirse en un «evangelista» de su marca, propagando naturalmente sus servicios.

¿Por qué identificar el PCI?

Según el adagio popular: «quien vende a todos, en la práctica no vende a nadie». Hay una sabiduría presente (ciertamente, no en todos) los vaticinios del sentido común.

En primer lugar, es mucho mejor «atacar» a sus clientes potenciales con precisión, a la manera de los francotiradores, en lugar de disparar a todos los rincones para captar clientes potenciales, incluidos aquellos que no tienen suficientes recursos, interés o condiciones mínimas para convertirse en clientes.
Sobre todo, aunque esta dinámica pueda parecer confusa al principio, lo cierto es que al identificar el Perfil del

Cliente Ideal, su organización podrá tomar medidas para retener a los clientes, incluso si necesitan ciertas asignaciones previas.

Consideremos como ejemplo una empresa de generación de contactos B2B. Desde el punto de vista de su perfil de cliente ideal, una de sus atribuciones centrales es tener un sector o área comercial bien definida.

Si no es así, no tiene sentido esforzarse en generar clientes potenciales, ya que no hay vendedores que hagan un seguimiento de los procesos. En términos prácticos, su organización no podrá atender a todos los clientes que se presenten.

Siguiendo con este mismo ejemplo, piense en qué pasaría si la organización pretendiera atender a todos los ramos: tiendas físicas, construcción, instituciones educativas, empresas de software, e-commerces, industrias, minoristas, consultorías, transportistas y qué otro tipo de segmento.

Por supuesto, esto es – al menos teóricamente – posible. Sin embargo, todos los empleados tendrían que dominar los detalles de los diferentes segmentos para crear estrategias eficaces para cada uno, lo que dificulta la ampliación y el trabajo de su empresa.

Cuanto más se centre en un nicho, más entenderá el dolor de ese nicho y cómo su empresa puede servir a ese segmento con excelencia. Al especializarse, su empresa se convierte en una autoridad y puede incluso cobrar más por el servicio al ser un experto en la materia.

¿Prefiere operarse del corazón con un médico generalista o con un médico especializado en cirugía cardíaca que ha realizado más de 150 operaciones a lo largo de su carrera? La pregunta puede parecer obvia, pero el protagonista también tendrá sus dudas cuando decida contratar uno u otro servicio.

Por lo tanto, al hacer que su empresa sea una referencia en un nicho, ya no será visto como la mejor opción, sino como la única opción que realmente resuelve el problema que tiene su lead.

Dirigirse a nichos específicos

Al principio, al crear su PCI, es mucho más fácil servir a un sector o segmento específico, ya que esto contribuye a mejorar las entregas y también a que su organización se especialice en ese sector.

Por otro lado, además de centrarse en un segmento, simplificando las acciones de su equipo, el perfil del cliente ideal es una especie de guía para todos sus esfuerzos y estrategias comerciales.

Esto incluye tanto la realización de formación focalizada, adquisición de cursos, equipo estratégico y comercial, entre otros. Se equivoca quien, eventualmente, considera que dirigir las acciones a un nicho específico puede reducir la cantidad de ventas.

Sucede, en la práctica, justo lo contrario: al centrarse en el nicho en el que eres una autoridad, tu mensaje está más centrado y la comunicación empieza a conectar mucho más con tu perfil de cliente ideal.

Esta es una excelente manera de conseguir referencias asertivas, convertirse en una referencia en el sector y mejorar su escalabilidad. Por no hablar de la posibilidad de cobrar más por sus servicios. Cuanto más especializado y específico seas, más caro podrás cobrar por la solución, que al no servir a todo el mundo, sirve muy bien a una pequeña parte de la población.

El cliente potencial empieza a entender que realmente entiendes su negocio, y no sólo las ventas.

Al fin y al cabo, su organización es «el» especialista en un determinado segmento. Si -lo que es poco probable- esta actuación no funciona, lo único que tienes que hacer es dirigirte a otro nicho.

Riesgos de no identificar el PCI

Uno de los principales riesgos de no identificar correctamente el perfil de su cliente ideal es atraer a los clientes potenciales equivocados, es decir, personas que no completarán la compra o, en el mejor de los casos, sólo comprarán una vez por razones equivocadas.

Como resultado, se sentirán frustrados con su servicio, producto, marca y/o empresa. A su vez, esto puede dar lugar a comentarios negativos sobre su negocio, comprometiendo su credibilidad en el mercado.

Es innegable que los vendedores gastarán energía y tiempo con el público equivocado, sin prestar la atención necesaria a los clientes que pueden aportar más resultados y que realmente se beneficiarán de sus servicios y/o productos.

Cuando empezamos nuestra andadura en Protagnst, nos esforzamos por vender al máximo. Nuestra tasa de conversión era exorbitante y todo se veía muy bien. Sin embargo, al atender a clientes que exigían mucho tiempo o que no sabían definir quiénes eran sus PCI, empezamos a tener dificultades para obtener resultados.

Al entender que nuestro cliente necesita una dirección y que no puede atacar 50 frentes simultáneos, sino que debe centrarse en unos pocos y que tengan la posibilidad de cerrar un trato, Protagnst comenzó a entender qué haría que su consultoría de ventas internas fuera más asertiva.

Al poco tiempo, su organización no obtendrá los rendimientos esperados de las acciones de ventas y marketing, porque estas inversiones no se dirigirán de forma enfocada e inteligente. En definitiva, quedará poco dinero para invertir en la prospección de los clientes más potenciales.

Gastará dinero y esfuerzo en las actividades equivocadas y puede llegar a la conclusión de que una determinada estrategia no funciona.

Para evitarlo, es imprescindible que defina su PCI antes de buscar nuevos compradores para su empresa. Asimismo, los clientes a los que hay que dar prioridad deben ser los que hacen prosperar a la empresa y son más rentables.

¿Cuáles son las diferencias entre público objetivo, persona y PCI?

Uno de los errores más comunes en las estrategias de marketing es no definir todos los perfiles o creer que todos son iguales. Para evitar cometer este mismo tipo de error, compruebe las principales diferencias que aparecen a continuación.

Personas

Es un personaje considerado semi-ficticio, que representa al cliente de su negocio. El personaje se crea a partir de información de comportamiento real extraída de encuestas a clientes actuales. Los datos se recopilan y posteriormente se comparan.

Para ejemplificar, imaginemos una persona B2B: Paulo, director de compras, desempeña funciones cruciales en la industria del mueble en la que trabaja, como la búsqueda de materias primas, siendo responsable de las compras y los presupuestos. Por lo tanto, es posible componer un esquema:

Trabaja en una industria con 200 empleados que pretende crecer;

Es licenciado en Administración de Empresas y tiene un postgrado en Finanzas;

Es gerente de compras, tiene 34 años, 2 hijos, casado.

Objetivos:

  • Encontrar nuevas y eficientes formas de automatización;
  • Aumentar la calidad de sus productos sin afectar significativamente a los costes actuales;
  • Trabaje con proveedores de confianza.

Dolores, retos y problemas:

  • Paulo quiere subcontratar, con la ayuda de nuevos socios, el proceso que emplea su organización para cosechar la madera con el fin de obtener opciones diversificadas;
  • No está contento con la situación actual de la producción, ya que no encuentra la manera de reducir los excesos de costes generados;
  • Tiene unos costes de producción elevados, ya que parte del proceso se realiza manualmente (lo que no produce cortes estandarizados), lo que provoca un gran desperdicio;
  • No tiene tiempo disponible para buscar nuevos proveedores, ya que necesita tratar con los que ya trabaja.

Vea más detalles sobre la persona en este artículo.

Público objetivo

Esta definición es mucho más amplia, presentando ciertas características del público objetivo de su negocio, sin mayores especificidades.

Por ejemplo: hombres de entre 32 y 45 años, licenciados, casados y con un empleo estable, que trabajan en organizaciones brasileñas grandes o medianas. Sus ingresos mensuales rondan entre los 7.000 y los 10.000 reales.

ICP (perfil del cliente ideal)

El perfil del cliente ideal consiste, como se ha dicho, en la representación del mejor cliente para su empresa, basada en información detallada y datos demográficos. Un perfil de cliente ideal puede incluso tener más de una persona definida.

Pensando en una industria, hemos elaborado el siguiente esquema:

¿Quién? Hombre, edad media 4o;

  • Cargos desempeñados: analista de compras/suministros, jefe de compras/suministros, capataz de compras/suministros, supervisor de compras/suministros, jefe de producción, supervisor de un sector responsable del envasado, jefe de producción, socio de la empresa, director administrativo;
  • Segmento de actividad: industria alimentaria;
  • Productos fabricados: granos (café, palomitas, maíz, arroz, frijoles), cereales varios, alimentos para animales (perros y gatos), café (en grano y molido), yerba mate;
  • Producción ideal: entre 150 y 250 toneladas al mes;
  • Método de embalaje: parte automatizada y parte manual;
  • Número de empleados: más de 30;
  • Tamaño de la empresa: empresa mediana o grande con una facturación de al menos 60 millones de reales al año;
  • Región de actuación: territorio nacional, con restricciones en algunos estados, debido a la distancia y a los altos costes finales para los clientes (Tocantins, Amapá, Roraima, Acre, Maranhão, Pará y Amazonas).

Protagnst ayuda a su empresa a atraer a clientes B2B súper cualificados. Haga clic aquí, póngase en contacto con nosotros y vea cómo podemos ayudarle.

 

¿Qué ventajas tiene esta definición?

¿Ha pensado alguna vez en lo fantástico que sería hacer negocios exclusivamente con clientes con alto potencial de compra? Del mismo modo, facilitaría el trabajo de su equipo de ventas, ¿no es así? Ahora, deja de imaginar: esto es más que una posibilidad con tu definición de PCI.

Seguramente, su organización puede explotar innumerables oportunidades centrándose en un segmento para el que nadie ha ofrecido soluciones adecuadas ni ha descubierto su potencial lucrativo. Entre las principales ventajas de definir el perfil de su cliente ideal, tenga en cuenta lo siguiente:

Aumento de la tasa de conversión

Al centrar sus esfuerzos en su PCI, se convierte en un experto en la materia y se centra en los clientes que tienen más probabilidades de comprarle. Dejas de enviar tu mensaje a todo el mundo y empiezas a entender quién necesita realmente tu producto o servicio y lo utilizas estratégicamente.

La consecuencia de este enfoque es el aumento de las tasas de conversión. Con mejores clientes potenciales en la parte superior del embudo de ventas, su proceso convertirá más. Tanto si utiliza el marketing inbound como el outbound.

Especialización

La posibilidad de centrarse en una determinada rama del mercado hace que su empresa se especialice en ofrecer buenos resultados a la misma. De hecho, puede formar a sus empleados para que cumplan siempre con todos los clientes.

Los propios empleados entenderán mejor este nicho y podrán intercambiar experiencias entre ellos para ofrecer un mejor resultado a su cliente. Especializarse significa profundizar en el problema o el dolor de un determinado segmento y presentar soluciones más asertivas para ese problema que pueden sufrir.

Si te das cuenta, por ejemplo, de que una estrategia concreta ha funcionado bien con un cliente, no tienes más que repetirla con otros de forma personalizada, ya que los negocios son similares.

ROI (Retorno de la inversión)

Cuando se asignan fondos a los clientes potenciales y canales adecuados, el retorno de la inversión es mayor. A saber, podrá tener una previsión más precisa de los ingresos y, obviamente, de los gastos.

Con un mayor rendimiento de sus inversiones, a partir de acciones dirigidas a su perfil de cliente ideal, puede aumentar la captación de clientes, reforzando los vínculos entre su público ideal y su marca.

Tanto las campañas de marketing entrante como las salientes acaban siendo más asertivas cuando se tiene una idea clara de cuál es el perfil del cliente ideal. Pensar en él te hace reflexionar sobre varios puntos, desde los más básicos como: dónde está, qué redes sociales utiliza y cómo se comporta, para que puedas definir el mejor método para llegar a ellos y así obtener excelentes resultados.

Poniéndolo en perspectiva, es mucho más asertivo pagar más por publicar un anuncio donde su cliente realmente está, que intentar anunciarse en redes o sitios en los que no se está anunciando.

Del mismo modo, en el marketing de salida, es esencial buscar al responsable de la toma de decisiones. Esto significa que sus esfuerzos deben dirigirse a encontrarlos y luego tratar de generar una oportunidad de negocio.

Protagnst es especialista en la generación de leads B2B y puede ayudarle a aumentar el ROI de su área comercial de forma absurda. Rellene este formulario y vea cómo podemos ayudarle.

Mercado B2B

Para el mercado B2B -en el que las ventas son relativamente más complejas- el PCI es la mejor opción. Con él, se pueden replicar y desarrollar las mejores estrategias para un determinado segmento, simplificando los ciclos de venta.

También cabe destacar que el perfil del cliente ideal es esencial para guiar todos sus procesos y enfoques de venta.

Clientes potenciales cualificados

Tras definir el perfil de su cliente ideal, aumentará la calidad de los clientes potenciales que capte. Al centrarse en un perfil determinado, será mucho más fácil encontrarlos y llegar a ellos. Ya sea de entrada o de salida.

Si quieres conocer las diferencias entre inbound y outbound, puedes leer este artículo

Un sector comercial más eficaz

Teniendo el perfil de su cliente ideal en la mano, realizará filtros dirigidos a la prospección de clientes con las características más adecuadas. Si, por ejemplo, tu segmento es el industrial y aparece una empresa que ofrece cursos online, puedes incluso aprender de ella.

Sin embargo, tendrá que hacer entender al responsable de la toma de decisiones que lo que su organización vende no es adecuado para ellos, o que los productos no son apropiados para este segmento.

La definición de los filtros es relevante porque no permite perder el tiempo en la presentación de propuestas que no encajan con el ajuste de su negocio.

En otras palabras, ICP le permite operar alineado con el marketing, que transmite los leads más cualificados, pasándolos al sector de ventas. Esto, a su vez, es capaz de convertirlos, más fácilmente, en clientes.

Es una relación en la que todos ganan. La definición del PCI ayuda a impulsar el sector comercial en general.
Al cerrar acuerdos con los clientes ideales, también se facilitan las relaciones.

Los clientes satisfechos y comprometidos no son propensos a cambiar de opinión. Estos clientes también pueden convertirse en promotores de su empresa haciendo recomendaciones a familiares y amigos, en sitios de reseñas y en las redes sociales.

Estas referencias son excelentes para hacer crecer su negocio. Pero confiar en ellos puede ser peligroso para su negocio.

El LTV (Lifetime Value) es otra métrica de gran impacto, que consiste en el período en que los consumidores permanecen activos con su empresa, los valores que generan para el negocio mientras son clientes.

Mejor comprensión de su público

Así, una vez definido el PCI, será más sencillo comprender las preferencias y necesidades del público que su empresa quiere atraer.

Centrarse en el PCI puede orientar aún más su investigación (recogida y análisis de datos) para obtener nuevos conocimientos sobre este grupo.

Cuanto mayor sea la comprensión de su negocio de PCI, mayor será la comprensión de sus dolores, y qué beneficios ofrece su solución. Esto significa que aprenderá a elaborar un mensaje mucho más asertivo que conecte mucho mejor con su público objetivo.

Tener conocimiento de la audiencia, de las jergas y de cómo funciona el mercado puede ayudar a aumentar la conversión, ya que el cliente puede generar más empatía con tu forma de trabajar y será más fácil cerrar nuevos contratos, ya que entenderás muy bien ese negocio.

Segmentación y personalización de las acciones

Al conocer mejor el público al que se quiere llegar, es posible elaborar acciones de venta y marketing dirigidas, precisamente, al PCI. Esta segmentación aumenta las posibilidades de llegar a ellos y, por tanto, de convertir a sus clientes potenciales en clientes.

Gracias a una buena definición del PCI, será más fácil llevar a cabo cada uno de los planteamientos de venta, haciéndolos realmente efectivos. Por ello, los profesionales de las ventas dedicarán más energía a contactar con personas que, de hecho, están interesadas en sus servicios y/o productos. Por no hablar de la facilidad para construir propuestas comerciales más adecuadas.

En lugar de llegar a los 400 empleados de la empresa, te diriges sólo al responsable de la toma de decisiones de cada empresa, lo que permite que tu mensaje sea mucho más asertivo. Será más difícil llegar al responsable de la toma de decisiones, pero con el mensaje adecuado, será mucho mejor hablar con él/ella individualmente, en lugar de intentar hacer publicidad a un público incierto y rezar para llegar a él.

 

¿Cómo definir el PCI de su organización?

Ahora ya conoce mejor las formas en que el PCI puede aportar ventajas a su empresa, ¿verdad? A partir de ahora, debes aprender los elementos básicos para definirlo.

Por cierto, no olvides que ya tienes todo lo que necesitas para tener tu ICP: tus clientes actuales.

Analice sus clientes actuales

La mejor recopilación de datos es la que se realiza sobre sus clientes actuales. De este modo, identifique y analice los clientes que ya tiene su empresa. Una buena idea es empezar por detectar quiénes son sus mejores compradores, es decir, los que generan más ingresos y menos trabajo. Delimita sus características comunes respondiendo:

¿Cuáles fueron sus puertas de entrada y sus responsables: el cliente entró en su empresa a través de qué sector?

¿Quiénes fueron los responsables de la toma de decisiones y las personas influyentes que contribuyeron a la compra de su solución?

¿Qué problemas se han resuelto? ¿Cuáles son los problemas recurrentes que resuelven sus soluciones?

¿Cuál es la principal ventaja que ofrece su solución? ¿Ahorra dinero? ¿Ahorra tiempo a su cliente? ¿Les hace ganar más dinero? ¿Genera más oportunidades?

¿Cuál es su nicho o segmento: mayorista, de servicios, minorista o industrial?

¿Cuál es su tamaño: microempresas, grandes, medianas o pequeñas empresas? Otra forma es utilizar los ingresos como base: hasta R$ 50 mil, R$ 100 mil, R$ 300 mil, R$ 1 millón? ¿Cuánto necesita facturar para poder pagar su solución?

¿Cuál es el ticket medio de su cliente? ¿Es compatible con una empresa que pueda pagar la solución que usted ofrece? ¿Tiene sentido que te contraten y sigan teniendo beneficios claros?

Quiénes son sus clientes ideales: elabore una lista con al menos quince de ellos. ¿Cuáles son los que tienen los mayores índices de conversión de ventas, es decir, a los que es más fácil vender? ¿Cuáles son más fáciles de entregar? ¿Cuáles son los principales casos de éxito?

Existen varias metodologías para definir su perfil de cliente ideal. Además de los análisis presentados, una forma de organizar estos datos es mediante hojas de cálculo. Si pones todo esto en una hoja de cálculo, puedes analizar y comprender el segmento, el tamaño, la región geográfica y varios otros detalles de tu perfil de cliente ideal, como los ingresos, el problema o el dolor que resuelve tu solución y mucho más.

Cuando hagas la hoja de cálculo, tendrás estadísticas y podrás marcar la que más te convenga.

Un ejemplo de ICP en la práctica sería: propietarios de pequeñas agencias de marketing, cuyo dueño hace el proceso de ventas y no tienen un proceso de prospección activo, o que dependen de referencias para generar nuevos clientes, y que ganan hasta R$150.000,00 por mes. Su principal dolor es la falta de generación de clientes potenciales y la inestabilidad de las cifras.

En este caso, nuestra solución para generar clientes potenciales cualificados es muy asertiva, ya que conecta a las agencias de marketing con los clientes potenciales, como el comercio electrónico y otros nichos que necesitan campañas de marketing digital para impulsar las ventas.

No tengo clientes y estoy empezando un nuevo negocio. ¿Cómo puedo encontrar el perfil de mi cliente ideal?

¿Y ahora qué? ¿Cómo va a hacer para crear su perfil de cliente ideal si su empresa es nueva y no tiene un historial que pueda recuperar? ¿Si nunca has vendido nada y no tienes asertividad en el proceso?

En el caso de las empresas que no tienen caso, ni cliente, el negocio es crear hipótesis. Debes pensar:

  • ¿Qué nichos podrían beneficiarse de mi solución?
  • ¿Con quién debo hablar dentro de estas empresas?
  • ¿Qué problemas tienen que puedo resolver con mi solución?
  • ¿Quién influye en su toma de decisiones?

¿Qué garantía puedo ofrecer para que mi perfil de cliente ideal quiera cerrar el contrato inmediatamente?

Respondiendo a estas preguntas, tendrá una hipótesis de nicho para probar. Puedes hacer pruebas inbound o outbound y la idea es hacer campañas para llegar a este público hasta validar un nicho que realmente sufra estos problemas. Cuando tengas una reunión, haz preguntas y anota las respuestas, porque en base a ellas puedes adaptar tu discurso para crear un PCI más asertivo.

Además, evalúe los clientes que dejan las mayores cantidades en su negocio y que muestran los mejores resultados. De este modo, conseguirá sacar el máximo partido a su perfil de cliente ideal.

¿Cómo valida a su cliente ideal?

Este es un paso igual o más importante que el de perfilar a su cliente ideal. Al fin y al cabo, por mucho que haya hecho sus estudios de mercado, encuestas y comprobaciones, lo que tiene hasta ahora es una hipótesis. Así que hay que ver si su PCI funciona en la práctica.

En otras palabras, hay que validarlo.

Muchas veces, el perfil que se ha dibujado puede haber tenido alguna influencia estacional, puede haber tenido algún sesgo debido a un determinado ciclo económico o incluso puede no haberse basado en un muestreo adecuado. E imagine las consecuencias (negativas) para su sector de ventas si toda la estrategia ya ha sido rediseñada para ello.

Así que lo ideal es empezar con una especie de grupo de control. Mantenga la mayor parte de la estrategia basada en el perfil del cliente ideal que ya tiene, y cree sólo una célula para validar el nuevo ICP.

Este nuevo grupo realizará una prueba durante un periodo determinado. Puede ser corto, de hasta tres meses, en los casos en los que la frecuencia de los negocios es alta; o más largo, en el caso de los negocios B2B en los que las ventas suelen ser más espaciadas.

Independientemente del tiempo que dure su grupo de control, estudie bien cómo se comportan las métricas de ventas. Si la respuesta es satisfactoria, su cliente ideal está validado y el siguiente paso es adaptar sus procesos de venta a él. Por otro lado, si el rendimiento está por debajo de lo esperado, es el momento de revisar la construcción de su PCI.

¿Y qué métricas debo utilizar para validar mi perfil de cliente ideal (PCI)?

Como sabemos, existen numerosas métricas posibles de calcular en las ventas, todas ellas muy importantes. Sin embargo, para validar un PCI suelen bastar tres de ellos: tasa de conversión, ticket medio y CAC.

Tasa de conversión

La tasa de conversión es una métrica que demuestra el porcentaje que se convirtió entre un paso y otro durante el ciclo de ventas. Determina el tiempo que tarda cada posible comprador en avanzar por cada etapa del embudo de ventas y, por supuesto, si ha llegado al final.

Al calcular la tasa de conversión, es posible saber cuánto tiempo tarda un prospecto en convertirse en un lead, el lead en convertirse en una oportunidad de venta, la oportunidad en convertirse en un trato, y que este trato finalmente concluya con una venta.

Se trata de una métrica muy importante, porque ofrece una imagen final sobre la estrategia de ventas que está aplicando la empresa.

Billete medio

Como ya sabes, el ticket medio es el valor que suele ganar una empresa con sus ventas en un periodo determinado.

Es un indicador muy importante, porque demuestra el valor medio de las ventas de su empresa, y eso es lo que le dará las garantías de que los ingresos de la empresa están en buenos niveles o no.

Para calcular el ticket medio, basta con dividir la facturación total entre el número de ventas del periodo.

Coste de adquisición

Definir el perfil del cliente ideal es fundamental para las empresas que buscan atraer nuevos clientes. Al fin y al cabo, quienes trabajan con ventas saben que conseguir un nuevo cliente es una tarea que exige muchas conversaciones, negociaciones y esfuerzos conjuntos.

En entornos B2B, a veces también se requieren viajes de negocios, la contratación de consultores, etc.

Todo esto requiere inversiones financieras, que están vinculadas a lo que llamamos Coste de Adquisición de Clientes (CAC).

El cálculo del CAC tiene en cuenta el total invertido por la empresa en todos los sectores y lo relaciona con el número total de clientes efectivamente conseguidos

¿Cómo atraer a su perfil de cliente ideal?

Una vez definido el perfil de su cliente ideal, el siguiente paso, por supuesto, es llegar a él o, al revés, hacer que llegue a usted. En otras palabras, debe iniciar algún tipo de prospección, ya sea activa o pasiva.

La prospección activa se centra en la búsqueda directa de clientes. La principal ventaja de la prospección activa es que obtiene resultados más rápidamente, sobre todo si ha configurado correctamente su PCI.

Sin embargo, para que el enfoque sea eficaz, hay que tener cierto cuidado. Una de ellas es utilizar los canales de comunicación adecuados. Las llamadas en frío, los correos electrónicos en frío y el uso de las redes sociales son buenos ejemplos de cómo establecer un primer contacto.

Por otro lado, también puede querer atraer nuevos clientes a través de la prospección pasiva. Esto es más barato, pero tarda más en volver.

Si optas por este modelo, debes centrarte en producir el contenido ideal: «¿qué está buscando?». – y ofrecerlo a través de la plataforma adecuada. Así, el enfoque puede ser a través de vídeos, textos, publicaciones en las redes sociales y otros.

¿Qué debo hacer si me encuentro con un cliente potencial que no se ajusta al PCI?

Se trata de una cuestión muy delicada que debe analizarse caso por caso. Pero, en general, querer atender a todo cliente potencial que se presente es un error.

Puede parecer un contrasentido: al fin y al cabo, hemos reiterado varias veces que ganar un cliente es una tarea difícil. La cuestión es que invertir en clientes potenciales que su equipo de ventas sabe que no generan resultados puede ser un tiro en el pie.

En primer lugar, porque aumenta su CAC. Imagínese el esfuerzo invertido en intentar conquistar a un cliente que al final desiste del trato. Y si su coste de adquisición de clientes ya es naturalmente alto, el daño es aún mayor.

En segundo lugar, aunque consiga una nueva venta, corre el riesgo de que este nuevo cliente no esté satisfecho con su producto o servicio. Por lo tanto, la venta habrá sido una venta de ocasión, que sólo producirá un aumento efímero de la tesorería. Por otro lado, puede dar lugar a comentarios negativos sobre su empresa y perjudicar a otros negocios.

Por ello, debemos considerar cada vez más la venta consultiva. Con esta práctica -que no es otra cosa que evaluar las necesidades reales de un cliente o potencial cliente para poder diseñar la mejor propuesta para él- el enfoque en el PCI es mayor.

Y, si no se ajusta al tipo de negocio que usted puede ofrecer efectivamente, es posible remitirlo a un socio que aborde mejor sus problemas.

Si necesita ayuda para captar clientes potenciales B2B para su empresa, sólo tiene que rellenar el siguiente formulario y ponerse en contacto con Protagnst.

    ¿Cómo cree que Protagnst puede ayudar a su empresa?

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