{"id":3946,"date":"2019-03-18T16:07:37","date_gmt":"2019-03-18T21:07:37","guid":{"rendered":"http:\/\/willardmanrique.pe\/?p=3946"},"modified":"2021-02-22T09:15:52","modified_gmt":"2021-02-22T14:15:52","slug":"los-influenciadores-que-no-son-influencers","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2019\/03\/18\/los-influenciadores-que-no-son-influencers\/","title":{"rendered":"Los influenciadores que no son \u201cinfluencers\u201d"},"content":{"rendered":"
<\/div><\/div>

El entorno online puso en el argot marketero, comercial y comunicacional un t\u00e9rmino de moda: \u201clos influencers\u201d.\u00a0 Seg\u00fan Facebook IQ, durante el 2018, 4 de cada 10 usuarios de Facebook realizaron una compra motivados por publicaciones de influencers. Sin duda, su importancia en el entorno online es clave y creciente; pero tendr\u00e1n que comenzar a evidenciar indicadores contundentes frente a otros influenciadores, que s\u00ed han sido decisores hist\u00f3ricos en muchas industrias. El influenciador tradicional es una variable estrat\u00e9gica en el planeamiento comercial de muchas empresas.<\/p>\n

Supongamos que usted necesita pintar su sala. El t\u00edpico influenciador en el proceso de compra de pintura suele ser el pintor. Este proceso se puede dar en 3 escenarios:<\/p>\n

En el primero, usted conversa con un pintor y este le recomienda una marca determinada de pintura y probablemente un punto de venta donde adquirirla. En este escenario el pintor se asemeja a un \u201cinfluencer\u201d. Es probable que el pintor forme parte de un programa de capacitaci\u00f3n o fidelizaci\u00f3n de una marca de pintura o establecimiento de venta. Para que ello haya ocurrido, el pintor debe haber probado la calidad de la pintura y haber tenido experiencias positivas con aquello que refiera.<\/p>\n

El segundo escenario tiene una actividad m\u00e1s participativa del influenciador. Es posible que el pintor lo acompa\u00f1e a una tienda espec\u00edfica y supervise su compra de una marca determinada. En estos casos, los establecimientos compensan econ\u00f3micamente al pintor por llevar un cliente. Dicha compensaci\u00f3n suele ser una comisi\u00f3n mercantil y se calcula como un porcentaje de lo comprado por el cliente.<\/p>\n

Un \u00faltimo escenario es aquel en el cual usted contrata al pintor por un servicio \u201cllave en mano\u201d, pagando por la mano de obra y la pintura. Dado que el pintor realizar\u00e1 la compra, \u00e9l forma parte del canal de distribuci\u00f3n y el precio al que \u00e9l adquiere los productos es menor al de un consumidor final. Este descuento o margen recibido por el pintor forma parte de su ganancia por intermediar esta transacci\u00f3n. Aqu\u00ed, el nivel de influencia del pintor es muy alto.<\/p>\n

Los escenarios anteriormente descritos se presentan no solo en la industria de la pintura, sino en muchas otras, tales como salud, turismo, cuidado personal, mec\u00e1nica, entre otros. Todo aquel profesional que brinda un servicio del que la gente necesita alguna recomendaci\u00f3n, frente a un proceso de compra, tiene la posibilidad de sugerir determinada marca, producto, servicio o empresa.<\/p>\n

Algunas compa\u00f1\u00edas han desarrollado grandes iniciativas de relacionamiento que han terminado en lazos de fidelizaci\u00f3n profundos con estos influenciadores. La seguridad de que las personas comprar\u00e1n o consumir\u00e1n lo sugerido sin pensarlo ha sido muy alta, pues conf\u00edan en sus conocimientos y experiencia frente a la urgencia, necesidad o requerimiento.<\/p>\n

\u00bfC\u00f3mo logramos obtener la recomendaci\u00f3n de estos profesionales en su ejercicio cotidiano? El primer paso es reconocer de qu\u00e9 manera nuestra empresa o marca puede contribuir en la labor del especialista. Ellos necesitan clientes que est\u00e9n satisfechos, porque conf\u00edan en ellos. Para lograr fidelizarlos, se puede ofrecer participar de capacitaciones, congresos y talleres. Esta resulta una inversi\u00f3n muy valorada.<\/p>\n

En ese sentido, es muy importante que el trabajo comercial, identifique el p\u00fablico al que pretende llegar, saber en qui\u00e9nes conf\u00eda, cu\u00e1les son sus atajos informativos y los influenciadores que ejercen un rol orientativo. Un buen planeamiento comercial, debe considerar que los influenciadores son una variable estrat\u00e9gica.<\/p>\n<\/div>

<\/div><\/div><\/div><\/div>
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