Beruflich Dokumente
Kultur Dokumente
ADMINISTRACIN DE
CARTERA DE CLIENTES
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Diapositiva 2
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Diapositiva 3
Quienes somos?
Viar Chile lder en capacitacin.
Nos enfocamos en el
perfeccionamiento de los
conocimientos y destrezas e
integramos nuevas experiencias y
aprendizajes a trabajadores de las
empresas de todo el pas.
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Diapositiva 4
Cmo
A travs de:
1.
Exposiciones
2.
Trabajos personales
3.
Ejercicios grupales
4.
Dinmicas
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Diapositiva 5
Agenda
Da 1
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Diapositiva 6
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Diapositiva 7
DINMICA DE PRESENTACIN Y
DESCONGELAMIENTO
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Diapositiva 8
Ronda de expectativas
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Diapositiva 9
PRINCIPIOS DE COMERCIALIZACIN
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Diapositiva 10
PRINCIPIOS DE COMERCIALIZACIN
La comercializacin se ocupa de los clientes
Doble Meta
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Diapositiva 11
PRINCIPIOS DE COMERCIALIZACIN
Cambio de Paradigma
Hablar y
Vender
Satisfacer
Necesidades
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Diapositiva 12
PRINCIPIOS DE COMERCIALIZACIN
Qu tipo de Herramientas crees que son necesarias para trabajar
sobre la base de nuevo paradigma?
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Diapositiva 13
PRINCIPIOS DE COMERCIALIZACIN
Definiciones
Proceso social y administrativo
mediante el cual personas y
grupos obtienen lo que necesitan
y desean a travs del
intercambio de productos y de
valor con otros.
Establecimiento de un
intercambio provechoso
de relaciones de alto
valor con los clientes.
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Diapositiva 14
PRINCIPIOS DE COMERCIALIZACIN
Proceso mediante el cual la empresas crean valor para los
clientes y establecen relaciones slidas con ellos,
obteniendo a cambio el valor de los clientes.
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Diapositiva 15
PRINCIPIOS DE COMERCIALIZACIN
Qu significa valor?
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Diapositiva 16
PRINCIPIOS DE COMERCIALIZACIN
Atraer a cambio
el valor
Entender al
mercado, las
necesidades y
deseos del
cliente.
Disear una
estrategia de
ventas
impulsada por
el clientes
Elaborar un
programa de
ventas que
incluya un valor
entregado
Crear
relaciones
provechosas y
de largo plazo
Captar el valor
de los clientes
para crear
utilidades y
calidad.
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Diapositiva 17
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Diapositiva 18
DINMICA DE ACTIVACIN
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Diapositiva 19
Qu conozco de mi empresa ?
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Diapositiva 20
PLENARIO DE EJERCICIO
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Diapositiva 21
La mayora de las necesidades de los clientes estn mediadas por el entorno en que se encuentra
inserta la organizacin, por lo que se hace relevante :
a) Conocer el entorno cercano y lejano
b) Conocer las fortalezas y debilidades de nuestros competidores
c) Elaborar estrategias de ventas que permitan dar un valor frente a la competencia
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Diapositiva 22
Menos
Producto
Ms
Experiencia
de servicio
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Diapositiva 23
Mercado
Definicin
Conjunto de todos los compradores reales y potenciales de un producto o servicio.
Marketing
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Diapositiva 24
3.- El marketing consiste en acciones que se realizan para obtener y conservar las relaciones
de intercambio deseadas de un pblico meta hacia algn producto, servicio, idea u otro
objeto.
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Diapositiva 25
Ejercicio
En parejas grupos de 3 personas , diseen una
estrategia de marketing.
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Diapositiva 26
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Diapositiva 27
PLENARIO DE EJERCICIO
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Diapositiva 28
DINMICA DE ACTIVACIN
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Diapositiva 29
Mariposas
Amigos
Verdaderos
Clientes
Extraos
Crustaceos
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Diapositiva 30
Definiciones
Segmentacin de mercado: Dividir un mercado en distintos grupos de compradores con
base en sus necesidades, caractersticas o comportamientos, y que podran requerir
productos o mezclas de marketing diferentes.
Segmento del mercado: Grupo de consumidores que responden de forma similar a un
conjunto determinado de labores de marketing.
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Diapositiva 31
Definiciones de Cartera de
Clientes
Determinacin del mercado meta Proceso de evaluar qu tan atractivo es cada
segmento de mercado y seleccionar el o los segmentos a que se ingresar
La determinacin del mercado meta implica evaluar qu tan atractivo es cada
segmento de mercado y seleccionar el o los segmentos a que se ingresar. Las empresas
deben enfocarse hacia segmentos donde puedan generar el mayor valor posible para el
cliente de manera rentable y sostenerlo a travs del tiempo.
Posicionamiento en el mercado : Hacer que un producto ocupe un lugar claro, distintivo y
deseable, en relacin con los productos de la competencia, en la mente de los
consumidores meta.
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Diapositiva 32
Definiciones de Cartera de
Clientes
Cartera de clientes es un registro o directorio de los compradores actuales y de los posibles
clientes, que te permite tenerlos bien ubicados: saber quines son, dnde y cundo
encontrarlos, sus posibilidades de compra, su direccin, telfono o correo electrnico.
Lo ms importante para formar una cartera es definir un perfil de cliente y el mercado
objetivo al que quieres llegar.
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Diapositiva 33
Existen grandes oportunidades de venta sobre la cartera actual de las empresas. Esto no
significa dejar de lado la bsqueda de nuevos clientes, pero debes tener presente que siempre
resulta ms fcil, rpido y barato vender ms servicios a clientes ya existentes.
Es primordial que cada cliente signifique para ti dos nuevos clientes, y cada uno de esos nuevos
dos clientes signifique dos o tres clientes ms, con lo cual iniciars una proyeccin geomtrica
de tu cartera.
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Diapositiva 34
Ejercicio
En parejas grupos de 3 personas , diseen una
cartera de clientes en base a lo revisado.
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Diapositiva 35
DINMICA DE ACTIVACIN
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Diapositiva 36
PLENARIO DE EJERCICIO
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Diapositiva 37
Comienza a ofrecer tu producto o servicio entre la gente o empresas de los nichos que buscas.
Pide referencias con tus conocidos, llama para hacer citas y acude a eventos para relacionarte.
En el camino existen slo dos respuestas: no y s. El no es una puerta abierta que quiz tardar ms
tiempo en cerrarse.
Evala cada una de tus presentaciones y halla nuevas estrategias que eleven tu porcentaje de
efectividad.
Cuando las personas te digan s, no faltes a tu palabra, proporciona un excelente servicio a todos
y no dejes de agradecer su preferencia.
La lealtad del cliente no se compra, se tiene que regar como una planta mediante la
comunicacin constante y personal;
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Diapositiva 38
Clientes muertos: no en el sentido literal, claro. Aqullos que lo fueron en su da, pero que, por
algn motivo, dejaron de comprarnos.
Clientes antiguos/espordicos: no se han muerto del todo, pero ya no nos compran como lo
hacan antes. El paso de antiguo a muerto depende del plazo que establezca la empresa; en
este caso, si haca ms de un ao que no compraba, lo pasaba a muerto.
Clientes potenciales: Nunca lo han sido, pero estn dentro de nuestro mercado objetivo.
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Diapositiva 39
Finalmente, el estudio de los potenciales nos llevar a conocer mejor nuestro mercado y la
competencia, adems de, como es lgico, tratar de aumentar nuestra base de clientes.
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Diapositiva 40
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Diapositiva 41
EXPOSICIN
FASES DE LA VENTA CONSULTIVA
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Diapositiva 42
5. CIERRE
1. PRIMER
CONTACTO O
ACCIONES DE
VNCULO
4. MANEJO
DE
OBJECIONES
2.
INDAGACIN
3. OFERTA
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Diapositiva 43
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Diapositiva 44
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Diapositiva 46
Despus de escuchar atentamente, se realiza un breve resumen de los principales puntos que el
cliente ha manifestado (usando las palabras claves que se anotaron antes).
Para luego realizar la pregunta de confirmacin (cerrada), por ejemplo: le entend? resumo
bien lo que hemos conversado hasta ahora?
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Diapositiva 47
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Diapositiva 48
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Diapositiva 49
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Diapositiva 51
Sobre un mal entendido o desinformacin: no fui clara/o y el cliente no entendi algo que
dije. O El cliente tiene una informacin errada. La pregunta base es no me haba dicho
otra cosa?
2.
Sobre una desventaja: el cliente encontr que alguna caracterstica del producto/servicio
no le reporta ventajas, o directamente tiene una desventaja y se pregunta por qu
debera comprar este seguro?
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Diapositiva 52
Mal entendido o desinformacin: aclaro el tema reconociendo que no fui clara/o (y jams
diciendo con tono displicente le explico otra vez le vuelvo a repetir me entendi?)
2.
Desventaja: recojo su aprehensin y luego enfatizo otras ventajas encontradas que pueden
minimizar el impacto de la desventaja. Por ejemplo: Entiendo su aprehensin, es vlida. Pero
no podemos dejar de ver que las otras ventajas que tiene este producto le hacen el peso,
usted sale ganando igual
Este paso no es posible sin haber escuchado antes al cliente
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Diapositiva 53
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Diapositiva 54
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Diapositiva 55
2.
3.
4.
5.
6.
Las preguntas (objeciones) son fundamentales en el proceso de compra, en vez de temerles, debemos
manejarlas con confianza y profesionalismo.
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Diapositiva 56
5. CIERRE (1/2)
Implica que:
1. Detectemos las seales verbales y no verbales de los clientes, con las que indican que
quieren o estn a punto de querer contratar.
2. Pasemos del anlisis a la accin.
Aqu realizamos preguntas cerradas, es decir, las que tienen como respuesta un s o un no:
Cumple con sus expectativas este producto? Es lo que buscaba?
Est de acuerdo en contratar este seguro?
Le parece que avancemos en el llenado de los datos?
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Diapositiva 57
5. CIERRE (2/2)
A penas detectemos seales de aprobacin debemos decir frases afirmativas y positivas, por
ejemplo:
Tom una muy buena decisin
No se va a arrepentir
Esta es una excelente compra
Los beneficios de este seguro son muy superiores a los de la competencia
Para finalizar se llenan los documentos necesarios y se realiza o agenda la inspeccin.
Me despido cordialmente.
Los datos deben estar subidos al BSP mximo 24 horas despus de facturar.
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Diapositiva 58
Creacin de
Creacin de Confianza
Descubrimiento
de necesidades
Descubrimiento de
necesidades
Presentacin de la
solucin
Solucin
Cierre
Cierre
Confianza
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Diapositiva 59
Venta Consultiva
Vender como una accin de asesora y no como una accin de presin para encajar un
producto.
El nfasis de la venta cambia desde el producto, hacia el cliente y sus necesidades y a la
construccin de relaciones de confianza y duraderas, que faciliten el cierre de una venta.
Lo anterior implica:
1. Ser especialistas en los productos
2. Escuchar atentamente y hacer preguntas para identificar las necesidades
3. Reconocer tipos de clientes y tratarlos segn su estilo (mi- metizar)
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Diapositiva 60
Satisfaccin de Clientes
Empata y Asertividad
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Diapositiva 61
EMPATA
Habilidad de ponerse en el lugar del otro, de ver su punto de vista sin
dejar de ver el propio.
CONDUCTA
CENTRADA EN UNO
MISMO
ZONA
EMPTICA
CONDUCTA CENTRADA
EN LOS DEMS
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Diapositiva 62
ASERTIVIDAD
Expresin directa (a la persona que corresponde), en primera persona,
de lo que pienso, prefiero, opino, me gusta o disgusta, sin agredir a la
persona que escucha.
CONDUCTA PASIVA
ZONA
ASERTIVA
CONDUCTA
AGRESIVA
62
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Diapositiva 63
Vnculo de la proteccin
Vnculo de la funcionalidad
ZONA
EFICAZ
CONDUCTA PASIVA
CONDUCTA AGRESIVA
Vnculo de la identidad
Vnculo de la pertenencia
RELACIN
DESTACAR
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Diapositiva 64
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Diapositiva 65
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Diapositiva 66
AMBIENTE DE TRABAJO
IDEAL
Competencia
Desafos
Valorar el
equipo.
trabajo
Escuchar a otros.
Evaluar alternativas.
en
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Diapositiva 67
i
1. Buscan complacer a otros y desarrollar relaciones.
2. Son persuasivos y democrticos.
3. Se motivan con reconocimiento social, retroalimentacin
constante y estatus.
4. Usualmente positivos.
5. Se enfocan en las posibilidades y en iniciar el cambio.
6. Son adaptables y flexibles, encajan en ambientes
cambiantes.
7. Se involucran absolutamente con una idea y la abandonan
en poco tiempo si sta pierde su atractivo.
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Diapositiva 68
Actividades Grupales.
Flexibilidad.
Pertenecer a un equipo.
DEBE DESARROLLAR
Usar
el
tiempo
efectivamente.
Ser ms realista.
ms
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Diapositiva 69
8. Pueden evitar
desconocidos.
decisiones
que
involucren
riesgos
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Diapositiva 70
Lmites claros.
DEBEN DESARROLLAR
Hacer ms visibles sus
contribuciones.
Apertura a los valores de otras
personas.
Aprender a criticar.
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Diapositiva 71
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Diapositiva 72
Entrega de informacin.
Preparacin y planificacin
previa.
Solicitar que busquen
alternativas.
DEBE DESARROLLAR
Asumir ms riesgos
Acercarse a los dems.
Evaluar los resultados positivos.
Ampliar la perspectiva.
Tener expectativas ms realistas.
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Diapositiva 73
CONCLUSIONES
El concepto Administracin de Cartera de Clientes debe entenderse como una metodologa
cuyo objetivo consiste en incrementar la eficiencia de los esfuerzos que llevan a cabo
empresas con una finalidad retentiva evitando salidas y vinculndose a sus clientes.
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Diapositiva 74
CONCLUSIONES
Desarrollar un mejor conocimiento inteligente de clientes.
Redisear los modelos de negocio.
Crear un mix de servicios diferencial hacia una gestin
segmentada de clientes.
Llevar a cabo un proceso de cambio destinado hacia una
orientacin al cliente.
Crear buenas mtricas para el seguimiento de los
resultados relacionados con la base de clientes.
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