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<p>Lo positivo que esta situación nos ha traído es que ha acelerado la transformación digital de las empresas. Muchas no veían la urgencia de esta transformación y han tenido que abordar cambios para el trabajo desde casa que permanecerán en el tiempo.</p>\r\n
\r\n
<p><strong><u>¿En qué afecta esta Transformación Digital?</u></strong></p>\r\n
\r\n
<p><strong>Hemos pasado de hacer negocios a través de eventos, ferias, comidas o reuniones presenciales a las reuniones por videoconferencia. Entender este cambio y sacarle el máximo partido será fundamental para el éxito de tu equipo comercial. T</strong>enemos que enseñarles desde cómo dar una imagen profesional, donde no aparezca por detrás el microondas o la nevera, hasta cómo tener control de la reunión, así como el uso de una gran herramienta de la que antes no contábamos en las reuniones presenciales como es el chat.</p>\r\n
\r\n
<p><strong>Hemos virado de la comunicación síncrona a la comunicación asíncrona.</strong> Este es un gran cambio. Antes era necesario que estuviéramos todos en la misma hora y en el mismo sitio. Con las vídeo conferencias, ya podemos estar todos en sitios diferentes. Sin embargo ahora se abre una nueva oportunidad con la comunicación asíncrona. Y es que hay ocasiones en las que es muy difícil hacer coincidir a todos los interesados a una reunión. O tras la reunión se pierde mucho tiempo en resumir o informar a otras partes que influyen en las decisiones al respecto. En este sentido, <strong>la comunicación asíncrona ayuda a acortar tiempos de decisión y por tanto los ciclos comerciales</strong>. El cliente podrá compartirla <strong> Un ejemplo de este tipo de comunicación podría ser la presentación de una propuesta enviando junto con la misma un vídeo que la explique.</strong>con los interesados, ayudando a agilizar la decisión y, además, el proveedor podrá ver quién ha abierto el vídeo y el interés que este ha causado.</p>\r\n
\r\n
<p>Las herramientas de transformación digital que ayudaban a los comerciales, ya no son opcionales, sino casi una obligación. Aquí os enumero unas cuantas:</p>\r\n
\r\n
<ul>\r\n
\t<li>Contar con un CRM para introducir la actividad. Dependiendo del tamaño de la empresa podremos contar con opciones como Pipedrive o Teamleader para Pymes, si ya somos empresas grandes un Hubspot podría ser una buena opción y Salesforce si somos una gran empresa.</li>\r\n
\t<li>Tecnologías de vídeo conferencia: tipo <a href="https://zoom.us/">Zoom</a>, <a href="http://meet.google.com">Google Meetings</a>, <a href="https://www.microsoft.com/es-ww/microsoft-365/microsoft-teams/download-app">Microsoft Teams</a></li>\r\n
\t<li>Aplicaciones para enviar vídeos: <a href="https://www.loom.com/">Loom</a>, <a href="https://bombbomb.com/welcome/">Boom Boom</a> o <a href="https://wistia.com/soapbox">Soapbox</a> de Wistia son algunas.</li>\r\n
\t<li>Grabación de llamadas: <a href="https://www.chorus.ai/">Chorus</a>, <a href="https://www.refract.ai/">Refract</a></li>\r\n
\t<li>Investigación de clientes: LinkedIn Navigator en negocios B2B actualmente es un imprescindible</li>\r\n
\t<li>Plataformas de engagement comercial como <a href="https://www.outreach.io/">Outreach</a></li>\r\n
</ul>\r\n
\r\n
<p>Sin embargo, de nada sirve implantar las últimas herramientas de transformación digital para que nuestros comerciales tengan lo último en el entorno digital, sino trabajamos en las habilidades necesarias para mejorar la forma en la que se relacionan y se comunican con nuestros clientes. Desde <strong>cómo hacer una apertura de una vídeo conferencia, cómo controlar las reuniones, cómo liderar una reunión virtual</strong>, <strong>cómo utilizar correctamente LinkedIn en la prospección, en la publicación de contenido para entablar una conversación con tus potenciales clientes hasta cómo presentar una propuesta de impacto en digital o llevar a cabo una negociación de manera colaborativa.</strong></p>\r\n
\r\n
<p>Según un estudio de Winning by Design, la consultora de Silicon Valley para empresas B2B, que realizó con más de 500 empresas B2B, entre un 25% y un 50% de las reuniones ya se producen en remoto, en empresas con un ticket medio anual de menos de 500.000€. Y para su éxito además de utilizar las herramientas arriba mencionadas, entre otras, se han desarrollado técnicas que ayudan al éxito de estas reuniones:</p>\r\n
\r\n
<ul>\r\n
\t<li>Dedicar tiempo a la preparación de las reunión (entre 2 y 8 horas)</li>\r\n
\t<li>Plantear una agenda clara. Ya que las reuniones en remoto deben ser breves y terminar en punto.</li>\r\n
\t<li>Involucración de todos los participantes en la reunión. Se debe asignar a un responsable que gestione el chat e invitar a que allí se produzcan conversaciones paralelas que aporten al objetivo.</li>\r\n
\t<li>Enviar resumen de la reunión con las principales notas y conclusiones. El resumen del chat ayudará mucho al envío de esta información a todas las partes.</li>\r\n
</ul>\r\n
\r\n
<p>Y es que <strong>en la situación actual, los clientes quieren que les ofrezcamos un impacto inmediato. </strong>No pueden esperar 12 o 18 meses. Debemos ser ágiles y precisamente todas estas herramientas digitales es lo que nos aportan.</p>\r\n
\r\n
<p>Los equipos comerciales ganadores serán los que lo hagan. Y serán estos equipos los que habrán aprovechado esta situación para ganar ventaja competitiva y despegarse del pelotón. Ahora es el momento de elegir las mejores tecnologías, diseñar los procesos, testearlos y formar a nuestros equipos, para que cuando salgamos de esta situación de la COVID-19 estemos listos para diferenciarnos y haber ya cogido velocidad de crucero.</p>\r\n
\r\n
<p>¡Apostemos por estar en el lado correcto del cambio!</p>\r\n
\r\n
<p> </p>\r\n
\r\n
<p><em><strong>Si quieres saber más sobre los beneficios de la transformación hacia el trabajo en remoto y cómo tenemos que aprovechar este momento para diferenciarnos de nuestra competencia y ganar cuota de mercado, inscríbete en la próxima <a href="https://clubexcelencia.org/servicios/aprendizaje-y-mejora/formacion/sesion-live-learning-transforma-la-venta-cara-cara-en">Sesión Live Learning: Transforma la venta cara a cara en venta en remoto</a>. </strong></em></p>\r\n
\r\n
<p> </p>\r\n
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<p>La forma de vender y relacionarnos con nuestros clientes ha cambiado definitivamente. Antes del verano teníamos la esperanza de que no hubiera rebrotes y volver a una situación similar a la de antes de la pandemia. Sin embargo, debemos asumir que una nueva forma de vender ha llegado para quedarse. Quizá nuestro equipo comercial pueda volver a la oficina, pero nuestros clientes al completo no lo harán. Y esta nueva forma de vender tiene muchísimas ventajas y van a hacer que aquellos que las adopten tengan éxito y generen una gran ventaja competitiva. Según <a href="https://www.linkedin.com/in/rfsummers/">Rob Summers</a> Managing Partner de Vertical Relevance, no volveremos a una nueva normalidad hasta el 2021.</p>\r\n
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