{"id":3941,"date":"2019-05-27T15:59:04","date_gmt":"2019-05-27T20:59:04","guid":{"rendered":"http:\/\/willardmanrique.pe\/?p=3941"},"modified":"2021-02-22T09:17:01","modified_gmt":"2021-02-22T14:17:01","slug":"nuevos-clientes-mas-fortaleza","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2019\/05\/27\/nuevos-clientes-mas-fortaleza\/","title":{"rendered":"Nuevos clientes, m\u00e1s fortaleza"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:0px;--awb-padding-bottom:0px;--awb-padding-top-medium:20px;--awb-padding-right-medium:30px;--awb-padding-left-medium:30px;--awb-padding-right-small:10px;--awb-padding-left-small:10px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1320.8px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_6 1_6 fusion-flex-column fusion-no-small-visibility\" style=\"--awb-bg-size:cover;--awb-width-large:16.666666666667%;--awb-margin-top-large:5px;--awb-spacing-right-large:11.52%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:11.52%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_2_3 2_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:66.666666666667%;--awb-margin-top-large:25px;--awb-spacing-right-large:2.88%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:2.88%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><p>Todas las empresas buscan aumentar sus ventas, rentabilidad y mantener satisfechos a sus clientes. Un 77% de los\u00a0hogares peruanos\u00a0visitaron un minorista, como m\u00ednimo, una vez al mes para realizar compras de bienes durables, seg\u00fan el informe realizado por Kantar Millward Brown y Kantar TNS. Para aprovechar las visitas en las tiendas, los minoristas cuentan con dos t\u00e9cnicas para mejorar sus resultados de negocio sin invertir en mayores recursos: el cross-selling y el up-selling.<\/p>\n<p>El cross-selling se entiende como la venta de un accesorio o servicio adicional o complementario a aquello que el consumidor est\u00e1 adquiriendo. As\u00ed, elevamos el monto del ticket de compra y el valor percibido por el cliente. Como sucede en los diferentes concesionarios de autos por ejemplo, al comprar un veh\u00edculo, muy probablemente el vendedor le ofrezca al cliente un seguro vehicular a un precio menor que si lo comprara de manera independiente. En este ejemplo de venta cruzada, el cliente adquiri\u00f3 un producto y un servicio complementario.<\/p>\n<p>Cuando a una venta de un producto o servicio le a\u00f1adimos otro, se denomina up-selling. Esto implica aumentar el valor de la venta. En el sector tecnolog\u00eda se puede presentar cuando el cliente busca una computadora con cierta capacidad pero el vendedor, tras recibir informaci\u00f3n del uso que se le va a dar al equipo, le ofrece la misma m\u00e1quina pero con mayor capacidad, por un monto adicional. Esta pr\u00e1ctica busca motivar al cliente a comprar un producto de mayor calidad y valor que el que estaba dispuesto a adquirir.<\/p>\n<p>Estas t\u00e9cnicas pueden ser complementarias en la venta y se aplican a distintos tipos de productos a nivel minorista. Agrandar el combo, extender la garant\u00eda, entrega r\u00e1pida, aumentar el postre, son algunos ejemplos comunes en el mundo del retail. La correcta aplicaci\u00f3n de las mencionadas t\u00e9cnicas, permite incrementar el ticket promedio y reducir la barrera psicol\u00f3gica que en algunos casos tiene el cliente para realizar una compra m\u00e1s grande a la originalmente planeada; pues, este entiende que se lleva varios productos que se complementan entre s\u00ed logrando un ahorro. Aumentar la venta es una buena forma de conseguir clientes satisfechos con la compra y con el servicio.<\/p>\n<p>Las empresas que buscan ejecutar este tipo de esfuerzos comerciales, dise\u00f1an mecanismos de recompensa para sus vendedores. Otorgar comisiones, bonificaciones o premios diferenciados para el up-selling y el cross-selling impacta en la conducta de la fuerza de ventas y mejora la rentabilidad de la compa\u00f1\u00eda. Es importante que los productos o servicios elegidos para estos fines posean un margen bruto alto, para as\u00ed lograr beneficiarse de estas transacciones. Para efectos de una efectiva ejecuci\u00f3n, tambi\u00e9n es importante limitar la cantidad de opciones a ser ofrecidas al cliente.<\/p>\n<p>Dichas t\u00e9cnicas tambi\u00e9n se convierten en una oportunidad para vender aquellos art\u00edculos de baja rotaci\u00f3n, en lugar de ponerlos en oferta, mejorando la rentabilidad y aumentando el tr\u00e1fico en la tienda y, sobre todo, conseguir una reputaci\u00f3n positiva, gracias al valor que se le ofrece al cliente en cada visita.<\/p>\n<p>Finalmente, es importante entender que el sector retail debe buscar la manera de\u00a0fortalecer la lealtad del cliente para lograr su permanencia en el mercado. Si bien el objetivo comercial es aumentar el valor del ticket, es importante descubrir las necesidades ocultas del comprador a trav\u00e9s de preguntas al inicio de la venta. Con esta informaci\u00f3n se podr\u00e1 introducir este tipo de t\u00e9cnicas m\u00e1s adelante, siempre y cuando se contemplen dentro de la estrategia comercial. La clave est\u00e1 en demostrarle al cliente que las sugerencias de la estrategia son para su beneficio.<\/p>\n<\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:8%;width:100%;\"><div class=\"fusion-separator-border sep-single sep-solid\" style=\"--awb-height:20px;--awb-amount:20px;border-color:rgba(40,45,51,0.1);border-top-width:1px;\"><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_6 1_6 fusion-flex-column fusion-no-small-visibility\" style=\"--awb-bg-size:cover;--awb-width-large:16.666666666667%;--awb-margin-top-large:5px;--awb-spacing-right-large:11.52%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:11.52%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":3960,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[137],"tags":[],"class_list":["post-3941","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articulos-de-opinion"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.6 - 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