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UN APPROCCIO EMPATICO SPERIMENTALE

Alcuni anni or sono mi fu chiesto di dare una mano a migliorare l’impatto degli agenti di una primaria società di assicurazioni. L’obiettivo era di tentare la collocazione di polizze di assicurazioni presso le aziende. Proposi una campagna di vendita basata in parte sull’empatia. Era la prima volta che adottavo un simile approccio.
Il meccanismo era il seguente. Ad ogni agente chiedemmo di mostrare al proprio interlocutore o prospect un argomento che parlasse di un argomento riguardante il suo settore merceologico di attività. Se il prospect trattava yogurt gli presenteva un documento recente sullo yogurt, se trattava mobili gli si presentava un documento recente che parlasse di mobili, e così via
Lo scopo era di interessarlo a qualcosa che lo riguardasse direttamente. Quindi che lo mettsse a suo agio. In tal modo l’agente avrebbe dissipato almeno in parte l’eventuale effetto minacciante di ogni assicuratore. L’assunto era che parlando al prospect dei problemi relativi al suo business l’agente lo avrebbe disposto favorevolmente. Non avrebbe debuttato parlando di assicurazioni, bensì dei problemi dei prospect. Dopo aver rassicurato l’interlocutore gli chiedeva se poteva parlare di assicurazione. L’esperimento lo si è fatto su 33 settori merceologici. Ogni mese gli agenti ricevevano 33 notizie su altrettanti settori merceologici quantir erano quelli che loro avrebbero sondato.
L’esperimento è durato più di tre anni. Uno degli agenti mi disse che su circa duecento polizze ne acquisì almeno 175 con questo stesso approccio.
L’esperimento di empatia era riuscito.

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