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IL VENDITORE E’ MORTO

Questa affermazione non è mia, ma l’ho sempre condivisa. L’ho incontrata in un libro di McKenna, un guru della consulenza informatica, negli anni ottanta. L’ espressione autentica era The salesman is dead. Ho proseguito la lettura per capire dove sarebbe andato a  parare. Dopo un bel pò di righe l’autore concludeva dicendo che avrebbe dovuto diventare the Great Differentiator.

Ho provato più volte a parlarne in occasione di seminari e corsi tenuti sulla gestione delle relazioni da’ffari, ma pur dopo tanti anni il mito del venditore non è svanito. Proviamo ad andare un pò più in profondità.

La vendita, a ben guardare, consiste in un atto di scambio che si conclude con un atto giuridico definito, per l’appunto, vendita. Da un lato qualcuno cede un bene o un servizio, dall’altro qualcun altro acquista quel bene o quel servizio contro pagamento di una somma, chiamata prezzo.

Se così è perchè McKenna ha lanciato un anatema così forte: the Salesman is dead, per poi sostituirlo con una figura definita the Great Differentiator? La ragione c’è ed è anche semplice: ormai più nessuno vende nè prodotti nè servizi, tutti acquistano la prospesttiva di soddisfare proprie aspettative di fondo. Qui intervengono alcune altre considerazioni. Vediamole.

La ridondanza ed il livellamento dell’offerta sono ormai talmente spinti in quasi tutti i settori merceologici che, per realizzare degli scambi con successo, occorre che gli offerenti sappiano comunicare ai loro potenziali acquirenti qualcosa che faccia la differenza e che sia percepito dagli acquirenti come valore. Questo è il senso attribuito al The Great Differentiator.

Ciò significa che l’atto di scambio o di vendita si riduce alla parte finale di qualsiasi negoziazione. Occorre che il negoziatore o il cosiddetto venditore sappia comunicare valori tali da fra orientare i potenziali acquirenti verso i prodotti o servizi da lui proposti. Questa è la parte fondamentale di ogni scambio.

Ahimè  pochi condividono questo approccio. Ecco perchè si continua a sostenere che ciò che conta è disporre di bravi venditori, salvo lamentarsi che non sanno vendere bene.

L’evoluzione della preparazione dei (cosiddetti)venditori è un fatto assai complesso. Non basta incentivarli, non basta assegnare budget pesanti. Ciò che conta non è solo fare in modo che vendano, quanto il tipo di immagine che veicolano della propria azienda.

Siccome  tutte le aziende sopravvivono se fatturano, sono alla continua ricerca di venditori che vendano sempre di più. Indipendentemente da come vendono.

Il problema va affrontato in modo più propositivo.

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