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Selling Psicology

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MÓDULO 11 – PSICOLOGÍA DE VENTAS

UNIDAD 1 – Bases Psicológicas de las Ventas.

1. Dimensión Extroversión-Introversión: el vendedor debe ser extrovertido en la medida de lo posible, sin llegar al extremo, debe ser sociable. 2. Dimensión Estabilidad: debe ser mentalmente estable, sin cambios bruscos de humor, control de las emociones. Algo de ansiedad es bueno para incentivar la productividad. 3. Dimensión Dureza Mental: debe tener empatía, la justa para no generar pérdidas. 4. Tener en cuenta las interpretaciones subjetivas de los clientes, por creencias, experiencias vividas, imagen dad, etc. 5. Autoeficacia del vendedor: cuán capaz es de conseguir algo, aumenta la persistencia y el esfuerzo, y así las probabilidades de éxito. 6. Tener unas expectativas de resultados altas: aumenta así la satisfacción unido a autoeficacia alta: “puedo, y es bueno que lo haga”, si no crearía indiferencia sin expectativas: “puedo, pero paso porque no vale la pena”.

En cuanto a las preguntas que se plantean en los tests psicotécnicos, el entrevistador quiere conocer del entrevistado:

- 1º pregunta: claramente quiere saber el grado de extroversión que tiene el candidato.

- 2º pregunta: está considerando la estabilidad emocional, si se deja llevar por la opinión de una estrella, antes que por el propio producto.

- 3º pregunta: está valorando la dureza mental, la capacidad de ponerse en la posición del compañero, y conocer qué ha pasado.

- 4º pregunta: valora la autoeficacia, la capacidad de superación.

- 5º pregunta: está claramente valorando las expectativas del candidato, su forma de analizar la situación y predecir las ventas.

- 6º pregunta: valora la capacidad de análisis de la situación, de las expectativas de venta, y de la capacidad de empatía, de saber quién necesita más el producto al precio que le interesa al vendedor.

- 7º pregunta: está valorando el grado de extroversión de la persona, así como las expectativas que tiene, y las actitudes del candidato, los objetivos que le mueven.

UNIDAD 2 – Bases Psicológicas de las Ventas.

Comunicación Persuasiva:

|¿QUIÉN? LA |¿QUÉ? |¿A QUIÉN? |¿CÓMO? |
|FUENTE |MENSAJE |AUDITORIO |CANAL |
|Credibilidad |Uni o bilateral |Posición inicial |Contacto directo |
| |(lenguaje del cliente) | | |
|Atracción |Primacía |Manifestación pública |Mass Media |
|Intención de influir |Recencia | | |
| | |Autoestima | |
|Competencia |Miedo |Inoculación | |

Cuidado con los prejuicios y estereotipos…

Adaptar el lenguaje al del vendedor, se llega más y mejor. Tener en cuenta formas de decir las frases, dependiendo del tiempo entre ellas, y las primeras y últimas cosas son las que mejor se recuerdan…

%%%
Eres representante comercial de Textil XXL, un mayorista textil especializado en la confección de tallas grandes.
Teniendo en cuenta las variables que median en las relaciones interpersonales, indica 3 técnicas que utilizarías para que la relación interpersonal con tu interlocutor (el Sr.Sánchez, Dr. de Compras de la sección textil de un gran centro comercial), sea lo más óptima posible.
Una vez identificadas, elabora 5 posibles argumentaciones que puedan acabar motivando a tu potencial cliente a la compra. Utiliza técnicas comentadas en el temario de la Unidad 2 correspondiente a “Comunicación Persuasiva”.

En primer lugar comentamos las técnicas que utilizaríamos a la hora de la entrevista con el Director de Compras para captar su atención: - Al ser un director de área, en este caso de compras, esta persona probablemente esté acostumbrada a utilizar términos económicos en el día a día, y sus decisiones se basan en objetivos financieros. Es por ello que habrá que enfocar la entrevista desde este punto de vista: hay que dejar claro que la venta de prendas de talla grande supone un nicho de mercado y una serie de beneficios económicos. - Aunque se hable de términos económicos, convendría hablar de manera que se refleje empatía hacia el grupo de gente que necesita tallas grandes. Esto implicaría una afinidad a la propuesta, darle un carácter humano. - No utilizar palabras poco positivas: mejor decir “personas con kilos de más”, si se dice de forma natural, que decir “personas gordas”, parece tener un tono ligeramente negativo, o al menos podría verlo así el cliente. - Utilizar un catálogo de imágenes mostrando que las prendas de talla grande pueden estar a la misma moda y quedar tan bien como las tallas pequeñas. Apoyarse en el dicho: “más vale una imagen que mil palabras”. Hacer que la entrevista sea muy visual. - Un buen eslogan también ayudaría a empezar con buen pie. Por ejemplo: “Tallas grandes para una mujer con estilo”. Despierta curiosidad y positivismo hacia la propuesta. - Por tanto, la entrevista ha de tener términos económicos, pero tener un carácter social, y debería ser bastante visual.

En segundo lugar, en cuanto a los argumentos que se pueden emplear para convencer al cliente de que compre el producto, podrían ser los siguientes: - Destacar la importancia de la igualdad en la sociedad. Está bien visto socialmente el no discriminar por sexo o talla en este caso. - La venta de prendas de tallas grandes es posiblemente un nicho de mercado no contemplado hasta ahora en el centro comercial. Al no existir muchas tiendas de este tipo, tiene un carácter innovador, el canal publicitario de “boca a boca” puede funcionar muy bien en este caso. - Las prendas de talla grande suelen ser muy clásicas y serias, además de caras. Dejar claro que la empresa textil XXL se basa en un excelente patronaje, por tanto permite crear prendas de gran diseño y calidad. - Muchos personajes famosos de talla grande van igualmente a la moda, sin estar peor vistas. Hacer publicidad de personajes famosos suele ser un método infalible de marketing. - Darle un cierto carácter de compromiso social, al defender la idea de que existan tiendas con prendas de talla grande ayuda a no caer en la horrorosa tendencia de moverse hacia un mundo de mujeres anoréxicas. Aquí si se podrían utilizar términos más negativos, para hacerle sentir más afín a nuestra idea de negocio. - Por tanto, en la argumentación se tratan tanto temas económicos (al fin y al cabo son negocios) como ideas sociales, de integración y no discriminación. Defender estas ideas siempre tiene un carácter positivo.

UNIDAD 3 – La Comunicación no Verbal en la Venta.

Parte B - Indumentaria
Parte C - Distancia Interpersonal
Parte D - La Mirada y Gestos de la cara
Parte E - Las Manos
Parte F - Actos de Tensión
Parte G - La Voz
Parte H - Las Pausas y El Silencio

En estos momentos estás en la oficina del Sr.Sánchez.
Has tardado más de 2 meses para conseguir una entrevista con él, y te interesa mucho llegar a un acuerdo, pues podría reportar grandes volúmenes de facturación a tu empresa. En la actualidad, la competencia le ofrece un producto de similar calidad y un poco más económico. Él lo sabe.
Has llegado 20 minutos tarde y no has podido avisar de tu retraso. Te acompañan a su despacho y observas un señor de unos 50 años, de aspecto serio y traje con un estilo clásico.
Teniendo en cuenta las variables de la Comunicación No Verbal comentadas en la Unidad 3, indícame cómo las manipularías con objeto de poder cerrar la operación.

%%

A priori el cliente parece una persona seria, con modales y educación, y con experiencia en su trabajo. Por tanto, la entrevista se plantea de una manera formal, aunque según lo planteado en la cuestión anterior, si el cliente da pie a que sea la entrevista más distendida, se intentará presentar la propuesta de la manera antes planteada.

En cuanto a la indumentaria, como se sabe de antemano que se trata de un Director de Compras, se puede intuir la vestimenta que llevará y, por tanto, la que debe llevar el vendedor. Está claro que será un traje.

Al ser una persona seria, la distancia deberá ser la suficiente para no crear conflictos en una entrevista formal, es decir, superior a 1.5m. Si el cliente lleva esperando mucho tiempo, el enfoque hacia la entrevista es ligeramente negativo de antemano, por lo que hay que evitar conflictos en la medida de lo posible.

El cliente lleva esperando tiempo por el retraso sufrido. Además, sabe que la competencia tiene una mejor oferta. Es por ello que el vendedor lleva cierta presión por intentar enmendar el error. Debe, desde el primer momento, mostrar todo el interés posible hacia el acuerdo, pero ha de encontrarse relajado y enfatizar tanto con gestos como con la mirada y tono de voz las ventajas que el acuerdo conlleva, de esta manera hace olvidar al cliente esa predisposición negativa. Ideas claras junto con una mirada firme, manos cruzadas y a media altura, transmitiendo seriedad y cortesía. Jugar con los silencios permite al cliente reflexionar, utilizarlo sobre todo a la hora de enumerar las ventajas del acuerdo con la empresa XXL.

Si se transmite seriedad y saber estar, el cliente pensará que el retraso sufrido ha sido debido a fuerzas de causa mayor, y no por descuido como podría pensar en un principio.…...

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