\nAcum c\u00e2\u0163iva ani, imediat dup\u0103 \u00eenceputul crizei, la o conferin\u0163\u0103 de v\u00e2nz\u0103ri pe segmentul automotive, a venit vorba despre pre\u0163 \u00een decizia de cump\u0103rare. O sal\u0103 plin\u0103 ochi cu peste 200 de oameni din v\u00e2nz\u0103ri considera c\u0103 un pre\u0163 mic face v\u00e2nzarea u\u015foar\u0103. |n acel moment, brusc, unul dintre speakeri a cerut celor prezen\u0163i s\u0103 ridice sus m\u00e2na cine conduce o Dacie. C\u00e2te m\u00e2ini crede\u0163i c\u0103 au fost ridicate? Niciuna… \u201dDe ce?\u201c A \u00eentrebat? \u201dAre tot patru ro\u0163i, u\u015fi, volan \u015fi unul dintre cele mai mici pre\u0163uri de achizi\u0163ie.\u201c<\/p>\n
\nDac\u0103 am fi cei mai ieftini, de ce am mai avea nevoie de echip\u0103 de v\u00e2nz\u0103ri? Am \u201dsalva\u201c costul cu v\u00e2nz\u0103rile (de obicei unul ridicat) \u015fi ne-am baza strategia pe cel mai mic pre\u0163. Dar oare chiar vom dubla astfel portofoliul de clien\u0163i \u201dbuni\u201c (profitabili, bun-platnici)? Dimpotriv\u0103, paradoxal, pe termen lung, se va \u00eent\u00e2mpla invers.<\/p>\n
\n|mi amintesc o poveste tot de la o conferin\u0163\u0103 de v\u00e2nz\u0103ri. Directorul unei companii dorea s\u0103 \u00ee\u015fi cumpere un laptop performant \u015fi a trimis solicit\u0103ri c\u0103tre mai mul\u0163i furnizori pentru o prezentare. Intr\u0103 primul, \u00eei arat\u0103 laptopul, \u00eel deschide, \u00eencepe s\u0103 \u00eei explice ce face, cum face, etc.; intr\u0103 al doilea, procedeaz\u0103 la fel, foarte vorb\u0103re\u0163, o prezentare de nota 10. Clientul ascult\u0103 atent. Intr\u0103 al treilea, se a\u015faz\u0103 pe scaun, dar f\u0103r\u0103 niciun laptop cu el. Aten\u0163ia clientului e deja captat\u0103. F\u0103r\u0103 ezitare, \u00eencepe s\u0103 pun\u0103 \u00eentreb\u0103ri directorului. Cum \u00ee\u015fi organizeaz\u0103 timpul, c\u00e2t de mult c\u0103l\u0103tore\u015fte, dac\u0103 utilizeaz\u0103 mai mult e-mailul sau alte softuri, un dialog pl\u0103cut \u015fi deschis. Apoi, brusc, \u00eei spune clientului: v\u0103 rog a\u015ftepta\u0163i 5 minute! \u015ei pleac\u0103. Dup\u0103 exact 5 minute revine, de data aceasta cu o cutie, o desface \u015fi \u00eei spune: acesta este laptopul potrivit pentru dvs. \u015ei a \u00eenchis v\u00e2nzarea. Pre\u0163ul? Pe ultimul loc!<\/p>\n
\nEvident c\u0103 nu avea cu el toate modelele de laptopuri, dar trei mari concluzii reies din astfel de exemple. Prima: a studiat foarte bine cu cine se \u00eent\u00e2lne\u015fte, astfel c\u0103 a avut o idee foarte clar\u0103 ce model de laptop alege. A doua: a pornit de la ce \u015fi-a dorit CLIENTUL (iar c\u00e2nd NOI decidem c\u0103 VREM s\u0103 cump\u0103r\u0103m conform nevoilor \u015fi dorin\u0163elor noastre, atunci disponibilitatea de a pl\u0103ti pre\u0163ul cerut cre\u015fte foarte mult). A treia concluzie se traduce prin \u201dcustomer-centricity\u201c, mai pe rom\u00e2ne\u015fte \u201dpersonalizeaz\u0103-\u0163i\u201c v\u00e2nzarea \u00een func\u0163ie de ce i-ar pl\u0103cea clientului s\u0103 cumpere, nu \u00een func\u0163ie de ceea ce \u0163i-ar pl\u0103cea \u0163ie s\u0103 vinzi.<\/p>\n
\nSun\u0103 banal, dar oare ne g\u00e2ndim la asta \u00eenainte de fiecare \u00eent\u00e2lnire? \u201dM\u00e2na \u00eentins\u0103 care nu spune o poveste nu prime\u015fte de poman\u0103\u201c, spunea maestrul Dinic\u0103 \u00een \u201dFilantropica\u201c. \u201dA\u015fa \u00eemi ceri tu 3.000 de dolari? Vino la mine \u015fi impresioneaz\u0103-m\u0103, emo\u0163ioneaz\u0103-m\u0103, stoarce-mi o lacrim\u0103\u201c, \u00eei spunea lui Mircea Diaconu.<\/p>\n
\nCare ar trebui s\u0103 fie primul subiect \u00een orice \u00eent\u00e2lnire cu clientul? TIMPUL este r\u0103spunsul. \u201dOur goal is to reduce the number of routine office responsibilities that steal your time, by remotely providing professional administrative services\u201c (\u0162elul nostru este s\u0103 reducem num\u0103rul de activit\u0103\u0163i de rutin\u0103 care v\u0103 m\u0103n\u00e2nc\u0103 din timpul pre\u0163ios prin furnizarea de servicii administrative profesionale). A\u015fa \u00eencepea un e-mail primit zilele trecute. Adic\u0103 un virtual assistant care \u00ee\u0163i preia \u00een totalitate \u201dsmall daily tasks\u201c, de multe ori ineficiente, agasante \u015fi indispensabile. Mi-a atras imediat aten\u0163ia. Doar o or\u0103 pe zi \u201dsalvat\u0103\u201c clientului, \u00eei aduce, adunat, un c\u00e2\u015ftig de aproape o zi pe lun\u0103 sau aproape dou\u0103 s\u0103pt\u0103m\u00e2ni pe an! A\u015f pl\u0103ti \u00een plus pentru asta? Categoric da…<\/p>\n
\nAm fost \u00een urm\u0103 cu c\u00e2\u0163iva ani la un client \u015fi, st\u00e2nd de vorb\u0103 la o cafea, \u00eel vedeam mereu agitat, vorbind c\u00e2nd cu furnizorul lui extern, c\u00e2nd cu cel de transport… Comandase o cantitate de marf\u0103, \u00eens\u0103 la \u00eenc\u0103rcarea \u00een camion erau diferen\u0163e; nu puteam lega o fraz\u0103 f\u0103r\u0103 s\u0103 fim \u00eentrerup\u0163i. Dup\u0103 30 de minute s-a l\u0103sat \u00een sf\u00e2r\u015fit lini\u015ftea \u015fi atunci mi-am zis: ce ar fi dac\u0103 i-a\u015f spune o poveste s\u0103 \u00eel impresioneze (vezi \u201dFilantropica\u201c), o poveste \u00een care noi, cei care vindem servicii de logistic\u0103, avem datele furnizorului, p\u0103str\u0103m permanent leg\u0103tura cu el, discut\u0103m \u00eenainte de sosirea camionului, suntem \u00een leg\u0103tur\u0103 cu depozitul lui, \u00eei comunic\u0103m ziua \u015fi ora sosirii m\u0103rfurilor, \u00eei descriem produsele pentru a-\u015fi preg\u0103ti echipamentele de desc\u0103rcare \u015fi a-\u015fi estima corect necesarul de oameni prezen\u0163i. C\u00e2t efort doar pentru o comand\u0103 de achizi\u0163ie? Asta presupun\u00e2nd c\u0103 merge totul ca la carte, altfel timpul se dubleaz\u0103. Dar dac\u0103 am vorbi de 2-3 situa\u0163ii de genul \u0103sta \u00een fiecare zi?<\/p>\n
\nNu i-am stors o lacrim\u0103, nu \u015ftiu dac\u0103 l-am emo\u0163ionat, dar de c\u00e2\u015ftigat contractul, asta am f\u0103cut-o sigur, pentru c\u0103 avem \u201ddocomentu\u2019 stimabile\u201c, vorba lui Zaharia Trahanache din \u201dO scrisoare pierdut\u0103\u201c.<\/p>\n
\n|n business, la fel ca \u00een via\u0163a personal\u0103, avem o tendin\u0163\u0103 natural\u0103 de a \u201dexternaliza\u201c timpul. Englezii numesc asta \u201dquality time\u201c, debarasat de activit\u0103\u0163i care ne \u201dfur\u0103\u201c timpul, timpul \u00een care ne concentr\u0103m la oportunit\u0103\u0163i \u00een business, cre\u015fterea eficien\u0163ei \u015fi\/sau familie. \u201dOne thing I learned in jail is that money is not the prime asset in life. Time is\u201c (Am \u00eenv\u0103\u0163at \u00een pu\u015fc\u0103rie c\u0103 nu banii sunt cel mai important lucru \u00een via\u0163\u0103, ci timpul) spunea Michael Douglas \u00een filmul \u201dWall Street: Money Never Sleeps\u201c.<\/p>\n
\nS\u0103 vindem Valoarea serviciului, nu Costul lui. Timpul a devenit at\u00e2t de pre\u0163ios, \u00eenc\u00e2t fiecare timp \u201dminimizat\u201c \u00eenseamn\u0103 profit \u201dmaximizat\u201c. \u015ei o demonstreaz\u0103 \u00een zilele \u015fi lunile petrecute cu clien\u0163ii \u00een negocieri. Crede\u0163i c\u0103 \u00een zecile de ore discut\u0103m pre\u0163ul? Nu, pre\u0163ul are o pondere de maximum 20% din totalul alocat \u00eencheierii unui contract de transport. Ce r\u0103m\u00e2ne… este alocat valorii ad\u0103ugate… \u201dexternaliz\u0103rii\u201c timpului.<\/p>\n","protected":false},"excerpt":{"rendered":"
Foarte mul\u0163i ar putea privi cu ironie titlul. Dar are sens, \u00een viziunea clientului contemporan. Care \u00ee\u015fi dore\u015fte mai mult, vrea s\u0103 i se \u00eendeplineasca toate dorin\u0163ele \u015fi caut\u0103 s\u0103 \u201dcumpere\u201c timp. Trei exemple dovedesc acest comportament.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[529],"tags":[170,10356,4126,13321,9651,10157,470,83,452,33133,21062,17089,274,32841,228,6276,4653,6266,87,8932,482,245,7383,80,20885,98,10923,19707,6269,4878,7212,24359],"class_list":["post-147380","post","type-post","status-publish","format-standard","hentry","category-opinii","tag-achizitie","tag-cautare","tag-clienti","tag-comportament","tag-conferinta","tag-cost","tag-cumparare","tag-deschidere","tag-director","tag-dovedire","tag-dublare","tag-externalizare","tag-incepere","tag-indeplinire","tag-intalnire","tag-laptop","tag-mba","tag-oameni","tag-opinie","tag-poveste","tag-pret","tag-prezenta","tag-prezentare","tag-refuz","tag-ridicare","tag-romania","tag-salvare","tag-timp","tag-titlu","tag-vanzare","tag-vanzari","tag-viziune"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/147380","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=147380"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/147380\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=147380"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=147380"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=147380"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}