O teu melhor vendedor

O teu melhor vendedor

Já há alguns anos me preocupo em implementar setores de reciclagem dentro das organizações, por uma razão muito simples: O TEU MELHOR VENDEDOR é o teu cliente feliz.

Hoje, deixamos isso mais bonito usando o termo americano Referral Marketing – ou na tradução (quase) literal, Marketing de Referência.

Referência, porque sempre que temos um cliente feliz, temos uma referência no mercado, e essa referência é um vendedor muito mais eficaz do que a nossa própria equipe – uma vez que ele nos vende, sem ganhar nada com isso. E o mundo sabe. Por isso valoriza tanto uma opinião desligada de afetos financeiros.

Ok, Pancinha! Mas, como fazer isso acontecer?

Pois aí vai o que tenho dito: divida em três partes essa receita. Na primeira parte, tenha certeza de que seu ciclo de vendas está claro. Se de fato ele começa na prospecção e pesquisa do seu cliente, passa pelo contato e pelas etapas necessárias para o fechamento. Aí sim implemente o que eu chamo (e peço para chamarem) de RECICLAGEM. Reciclagem porque após a venda (ou a não venda), o cliente deve, necessariamente, passar pelo ciclo de vendas de novo. Por que? Porque ou o cliente vai comprar de novo (em caso de venda), ou vai indicar um novo prospect (também em caso de venda), ou vai, finalmente, comprar de mim (em caso não venda).

Entendido isso, vamos ver e entender a segunda parte.

RECICLAGEM = PÓS VENDA E PÓS NÃO VENDA

PÓS VENDA – Toda atividade feita com o cliente após o aceite, a compra ou a assinatura de um contrato. Pesquisa de satisfação, datas comemorativas, convites para eventos ou para uma simples visita, fazem desta etapa um trampolim sensacional para uma nova compra ou uma indicação – com ou sem pedido. O simples comentário de um cliente em um evento, festa pessoal ou rede social, pode surgir se você não se descuidar desta etapa.

PÓS NÃO VENDA – Toda a atividade feita com o cliente que não comprou de mim, mas que já sabe por que não comprou, quem eu sou, o que eu faço e conhece meu produto ou serviço muito mais do que conhecia antes de eu tentar vender para ele. Ou seja, é o meu melhor prospect. E, invariavelmente, os vemos abandonados a própria sorte – ou a sorte do meu concorrente.

ISSO É RECICLAGEM! E a partir daqui que se inicia o REFERRAL MARKETING.

Em resumo: o teu melhor vendedor, é o teu cliente feliz.

E, então, entra a terceira, última e não menos importante parte desta receita: lembre-se de que só existe cliente feliz, se a tua estratégia de pós qualquer coisa, estiver clara. Aposte na reciclagem. Dê suporte para que seu time de vendas cumpra a estratégia de reciclagem. A reciclagem, é mais eficaz quando feita pelo time de vendas e não por um setor de pós-venda. Mantenha o pós-venda para sanar questões técnicas e práticas de uso de produto ou serviço, mas a relação com o cliente, deixe com seu time de vendas.

Pense nisso e SUCESSO nas vendas!

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