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COME FUNZIONA 3PASSI PER RIPOSIZIONARE LA TUA IMPRESA

Se la quarta di copertina di 3Passi è un invito a riposizionare la propria azienda, tanto vale mostrare come funziona il meccanismo dei 3Passi.

I 3Passi sono descritti nel libro in sequenza, ma possono anche essere eseguiti uno per uno autonomamente.

Non solo, ma possono essere eseguiti con durate diverse e impegni dversi, a seconda del tempo richiesto dal Passo 1 dal Passo 2, dal Passo 3. Anche la sequenza dei passi non è tassativa: ognuno di essi va effettuato quando se ne avverte il bisogno. Ciò che conta è che i 3Passi siano tra di loro coordinati in modo sistemico. Resta comunque il fatto che la sequenza 1-2-3 sia la sequanza canonica. Come dire che spesso le aziende ritengono di ravvisare nei venditori la loro debolezza, ma di fatto è nella reputazione aziendale.

Immaginiamo un’azienda che disponga di un livello di reputazione eccellente (Passo 1), ma che abbia un numero di clienti basso o poco remunerativi (passo 2). E’ probabile che il margine operativo  sia negativo o, comunque, non sia sufficiente a remunerare il capitale investito. I problemi che si pongono sono di due tipi: a) verificare se l’offerta è apprezzata dal mercato, b) se i valori forniti alla clientela attuale siano apprezzati (passo 3).

Dopodiché non resta che cercare di acquisire nuova clientela per aumentare il fatturato ed il relativo margine operativo aziendale. Per farlo non resta che cercare nuove opportunità d’affari facendo leva sui valori forniti sinora. Le nuove opportunità si conseguono consolidando le relazioni con i clienti già acquisiti e cercando nuovi clienti. Se il Passo 3 si basa su valori apprezzabili  è possibile che alcuni nuovi clienti arrivino per effetto del passa-parola. Comunque, la reputazione dell’azienda sta consolidandosi.

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