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COME VORREI CHE FOSSERO I VENDITORI (continua 5)

L’ultimo (si fa per dire) requisito che vorrei suggerire a ciascun venditore è la conoscenza delle funzionalità di ciò che vendono e la coerenza con ciò che promette. Non è così tanto importante la composizione intrinseca di un prodotto, quanto gli utilizzi, i vantaggi, ciò che fa la differenza. Lo stesso dicasi per i servizi. Con una precisazione: dei prodotti, la gente tende ad acquistare gli aspetti intangibili quali: maneggevolezza, silenziosità, velocità, design, ergonomia, ecc. Dei servizi tende ad acquistare la concretezza, quali: periodicità, cura del dettaglio, puntualità, confezione, sistematicità, ecc.

Quando da direttore commerciale  negoziavo filo nailon per calzifici da donna, ricordo che interessava la lavorabilità del filo, l’ergonomia delle macchine per calze. Lo stesso accadeva per le materie plastiche: il polietilene si vendeva per la sua duttilità agli utilizzi al disotto dei 100 gradi centigradi, mentre il polipropilene sei vendeva per le possibile applicazioni alle quali poteva essere destinato.

Oggi che opero nei servizi di apporto di Conoscenza alle aziende mi rendo conto che in primo luogo conta la reputazione, la capacità di trovare soluzioni che facciano la differenza e, soprattutto, che soddisfino le aspettative degli interlocutori. Se incontro qualcuno che so che ha una buona reputazione di me posso anche parlare di massimi sistemi, purché non smentisca la capacità di essere puntuali, compiuti, originali che mi sono guadagnato nel tempo.

Sempre di più oggi l’umanità, sia essa composta da consumatori finali o da acquirenti organizzati, acquista la reputazione. Ma su questo argomento ci torneremo.

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