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Herramientas para detectar fácilmente la personalidad del vendedor exitoso


Por Raúl Fernández socio Fundador de Pyggpot

 

Hace un par de semanas tuve la oportunidad de participar en un taller de ventas B2B para empresas de base tecnológica y en la primera sesión, Nicolas Elizarraga de Empower IT partía con la siguiente frase: “Las primeras 20 ventas las tiene que hacer el fundador, ya que puede escuchar y adaptarse mejor al mercado”, lo que parece bastante acertado y hace sentido con mi propia experiencia.

Pero cuando trabajas y emprendes, el tiempo para salir a vender es muy reducido, entonces, aún cuando lo logres, que pasa después, para mi no ha sido fácil, pero al respeto Nicolás me dejó un articulo que escribió y que tuvo mucho éxito y bueno, es que es muy certero en cómo estar atento a las carácteristicas clave del que depende, en parte, el éxito de nuestro negocio.

Les dejo un extracto de lo que me pareció más relevante de este articulo:

 

“A continuación, una breve descripción de esas 5 características del vendedor exitoso, la justificación de su relevancia en la tarea comercial y un consejo para detectarlas fácilmente en una entrevista laboral.

1. Los “buenos comerciales” ponen su atención en lo que está diciendo la otra persona (por sobre lo que quieren decir).

Durante una conversación solo podemos estar escuchando una única voz: La nuestra (interna) o la de la persona que nos está hablando. Las personas que anteponen su propia voz interna, generalmente no te están escuchando mientras les hablas: Están esperando que termines de hablar para expresar su punto de vista o demostrarte algo.

Los profesionales de ventas que dan prioridad a la voz del otro, son los que generan las situaciones de conversación más confortables y abiertas para un cliente. De estas conversaciones (y no de otras) se desprenden los detalles importantes que luego resultan en ventas.

¿Cómo detectas a alguien que “pone atención a tu voz” en una entrevista?

Es simple. Pidiéndole al entrevistado, al final de la entrevista, que te repita detalladamente algo que le explicaste al inicio de la misma. El nivel de detalle que recibas como respuesta revelará cual era la voz que sonaba más alto mientras le hablabas.

2. Los “buenos comerciales” son autocríticos

Los buenos profesionales de venta reconocen su responsabilidad cuando algo sale mal. El resultado puede ser variable, pero el vendedor siempre tiene algo de dominio sobre el proceso.

El contexto puede haber sido todo lo hostil del mundo, las cuotas altísimas, la competencia feroz, y el producto muy caro... pero una persona autocrítica tiene la capacidad de identificar factores en su propio comportamiento que quizás pudieran haberle permitido obtener mejores resultados.

¿Cómo detectas “autocrítica” en una entrevista?

Preguntándole por las razones de su último fracaso en una gestión comercial (Si no llegó a la cuota… si se le cayó una venta importante etc.). Si las razones que menciona son totalmente independientes de él y su gestión, no son razones, son excusasSi lo contratas, prepárate para recibirlas cuando las cosas no salgan del todo bien.

3. Los “buenos comerciales” son “Preguntadores” y están orientados a resultados

Los buenos comerciales reaccionan casi por impulso a variables clave que se pueden medir, porque están orientados a resultados. Esta capacidad es super relevante en un comercial, sobre todo para las ventas más del tipo consultivoDe las métricas que mencione el cliente en una conversación, va a surgir la eventual justificación financiera de cualquier solución que se le quiera vender.

¿Cómo detectas un “preguntador” en la entrevista?

Mencionando, muy por encima, algo tan crítico como las métricas con que lo vas a medir. Por ejemplo, al pasar, desliza frases como:

  • “Esto está alineado a los objetivos comerciales de la compañía, así como también a los tuyos, y también con (…)”
  • “Allí empezaremos a medir los objetivos de la persona que ingrese en esta posición, junto con (…)”.

La clave es mencionar estas métricas un par de veces fuera de contexto mientras explicas otras cosas, sin profundizar en ellas ni entrar en detalle. ¡Un “preguntador” no debería dejarlas pasar sin pedirte saber más!.

Si no hace ninguna pregunta sobre las métricas, podría ser una mala señal. Puedes tener en frente a un potencial “tomador de pedidos”, sin la capacidad de indagar y descubrir oportunidades comerciales subyacentes.

4. Los “buenos comerciales” son humildes y están mejorando todo el tiempo

El comercial soberbio, hablador y engreído, está muriendo. Los clientes no los quieren ni ver. El nuevo comercial exitoso es el que adopta una posición de humildad, escucha y está mejorando constantemente.

¿Cómo detectas “humildad” en una entrevista?

Preguntándole por la última vez que pidió ayuda para resolver un desafío en su carrera profesional. El humilde “sabe que no lo sabe todo” y que siempre se necesita aprender de alguien para seguir mejorando. No duda en hacerlo y reconocerlo. Aplica también (pero no es excluyente) a consultar libros o blogs: ¿Cuándo fue la última vez que consultaste un blog o un libro para resolver un desafío en tu carrera profesional?. Si puede mencionarte un caso reciente en el cual consultó a alguien o algún recurso escrito, entonces está buscando mejorar, porque conoce sus limitaciones y las reconoce.

5. Los “Buenos comerciales” son pacientes para explicar algo y cuentan con recursos discursivos para hacerse entender

Muchas veces, el profesional de ventas se enfrenta a la necesidad de explicar algo ante interlocutores que no lo entienden. Este proceso requiere de dos capacidades: Herramientas discursivas y paciencia.

¿Cómo detectas “herramientas discursivas y paciencia” en una entrevista?

Simple. Pidiéndole que te explique algo mientras finges que no le entiendes. Por ejemplo, indaga profundamente sobre su hobby y finge que no entiendes lo que te contó: Pídele que te explique la ley del offside si le gusta el futbol, la regla del knock-on en rugby o el tie break en tennis y finge que no las entiendes.

Mientras finges (o quizás enserio no entiendas), revisa sus expresiones faciales para ver si es paciente o se lo ve fastidioso. En paralelo, verifica también si su manera de ayudarte a entender es repetir lo-mismo-del-mismo-modo una y otra vez (solo disminuyendo la velocidad), o bien intenta estructurar lo que te dice de alguna manera alternativa, buscando que te sea más fácil comprender. Si es impaciente y no busca la manera de hacerse entender en una entrevista, tampoco lo hará presentando la propuesta de valor de tu compañía ante un cliente.”

 

Concluye  en su articulo, que casi todas las ofertas de empleo para comerciales están enfocadas a solicitudes de experiencia vendiendo tal o cual cosa, y el haber estudiado tal o cual carrera. Casi nada de énfasis en cuestiones de personalidad.

Quizás tenga que ver con lo difícil que es evaluarla. Pero ahí nuestro desafío de validar y mejorar la estrategia propuesta por Nicolás. A mi al menos, me dejó con la sensación de que hay muchas cosas que no vi en candidatos que no prosperaron comercialmente.


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