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COME VORREI CHE FOSSERO I VENDITORI (continua 1)

Mi riferisco a tutti coloro che si propongono di fare in modo che qualcun altro acquisti da loro uno o più prodotti, servizi e perfino idee.

Per brevità li ho accomunati tutti in una unica categoria: venditori. La lista è lunga e variegata. Sono inclusi gli account publicitari, i venditori porta a porta, i venditori di tentata vendita, le commesse ed i commessi di negozi, i venditori di auto, di case, i promotori finanziari, gli impiegati agli sportelli bancari e/o agli uffici postali, i negoziatori ad alto livello, i mediatori, gli agenti, ecc.

Il problema che mi arrovella è capire perché tutti o quasi affermino di occuparsi dei loro clienti salvo poi all’atto pratico occuparsene poco o niente ed preoccuparsi di avvantaggiare se stessi.

Di tutte queste categorie di venditori, in senso lato, mi piacerebbe tratteggiare il profilo professionale che secondo me dovrebbero possedere.

Il primo requisito è che mi piacerebbe che si mettessero in testa che chiunque acquisti, lo fa quando, dove, come vuole, per ragioni sue e non per ragioni del venditore. La ragione è semplice: ciascun acquirente è unico e si distingue per la sua specificità.

E’ inutile vantare se stessi, i propri prodotti, i servizi o le idee, ecc. Eppure la grande maggioranza dei venditori, di qualsiasi delle tipologie indicate sopra, non tiene conto e preferisce essere autoreferenziale. Qualche eccezione a questo atteggiamento c’è, ma è rara. Non solo, ma è molto probabile che diversi venditori della stessa azienda si propongano in modo diverso l’uno dall’altro. In alcuni casi sono arrivato a contare fine cinque atteggiamenti diversi per proporre gli stessi prodotti o servizi.

Persino due fidanzati che decidano di sposarsi acquisteranno la fede nuziale per ragioni diverse l’uno dall’altro. Vi lascio immaginare quali saranno le ragioni di lui e quali le ragioni di lei. Provate a pensarci e ammetterete che le aspettative di ciascuno sono diverse, sia pur di poco, dalle aspettative dell’altro. E allora non dimentichiamolo.

Come conseguenza a questo primo requisito, mi piacerebbe che nessun venditore proponesse più né prodotti né servizi, ma cercasse prima di tutto di capire quali siano effettive le aspettative di fondo del potenziale acquirente. Probabilmente si renderà conto che molto spesso l’interlocutore dichiara di avere un’aspettativa, ma che non è quella autentica. Molto probabilmente egli ha risposto senza ascoltare se stesso, ma ascoltando il venditore.

Questo passaggio è fondamentale. Il vero motivo non è mai quello dichiarato, ma quello che sta dietro al motivo dichiarato. E’ come dire che occorre saper fare in modo che il potenziale acquirente si manifesti. Non necessariamente deve avvenire in modo esplicito. Quanti esempi mi vengono in mente!

(Ne parliamo la prossima volta)

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