{"id":27267,"date":"2026-03-30T17:29:52","date_gmt":"2026-03-30T15:29:52","guid":{"rendered":"https:\/\/www.elcol-legi.org\/w\/la-vinculacion-positiva\/"},"modified":"2026-03-30T17:33:20","modified_gmt":"2026-03-30T15:33:20","slug":"la-vinculacion-positiva","status":"publish","type":"post","link":"https:\/\/www.elcol-legi.org\/w\/es\/la-vinculacion-positiva\/","title":{"rendered":"La vinculaci\u00f3n positiva"},"content":{"rendered":"

[vc_row][vc_column width=”3\/4″][vc_column_text css=””]<\/p>\n

La vinculaci\u00f3n positiva<\/b><\/h2>\n

[\/vc_column_text][stm_spacing lg_spacing=”6″ md_spacing=”6″ sm_spacing=”6″ xs_spacing=”6″][vc_column_text css=””]01\/04\/26<\/em>[\/vc_column_text][vc_column_text css=””]La verdadera\u00a0 vinculaci\u00f3n no se construye acumulando productos, se construye generando y trabajando la confianza<\/em>[\/vc_column_text][vc_single_image source=”featured_image” img_size=”850×350″][vc_column_text css=”.vc_custom_1774883595571{margin-bottom: 20px !important;}”]<\/p>\n

Desde hace a\u00f1os, a fidelizar se le llama vincular. La fidelizaci\u00f3n suena a principios de los 2000. Vinculaci\u00f3n, en cambio, suena a estrategia, a modelo, a relaci\u00f3n a largo plazo.<\/p>\n

 <\/p>\n

Pero m\u00e1s all\u00e1 del t\u00e9rmino, la cuesti\u00f3n es: \u00bfqu\u00e9 entendemos por vincular?<\/p>\n

 <\/p>\n

En muchos sectores, la vinculaci\u00f3n se mide en n\u00famero de productos. Cuantos m\u00e1s contratos, mayor resistencia al cambio. La ecuaci\u00f3n parece sencilla: multiplicar puntos de contacto y oferta para blindar al cliente. Sin embargo, en muchos casos, se ha obviado un factor determinante para conseguir los objetivos comerciales: la gesti\u00f3n del<\/p>\n

 <\/p>\n

equipo de ventas.<\/p>\n

 <\/p>\n

El problema es cuando la vinculaci\u00f3n deja de ser una consecuencia y se convierte en una condici\u00f3n.<\/p>\n

 <\/p>\n

\u2022 Cuando se traduce en requisitos.<\/p>\n

 <\/p>\n

\u2022 Cuando se convierte en un peaje.<\/p>\n

 <\/p>\n

    \n
  • Cuando se impone desde el QU\u00c9 y no desde el C\u00d3MO.<\/li>\n<\/ul>\n

     <\/p>\n

    Pero eso no es vinculaci\u00f3n. Es dependencia contractual. La verdadera vinculaci\u00f3n no se hace a base de acumular productos, sino de construir y trabajar la confianza. Y ah\u00ed es donde entra la vinculaci\u00f3n positiva.<\/p>\n

     <\/p>\n

    La vinculaci\u00f3n positiva<\/b><\/p>\n

     <\/p>\n

    Los mediadores saben que captar la confianza cuesta. Mantenerla cuesta m\u00e1s. Incrementarla todav\u00eda m\u00e1s.<\/p>\n

     <\/p>\n

    La vinculaci\u00f3n positiva se sostiene sobre tres pilares muy claros:<\/p>\n

     <\/p>\n

    1. Comunicaci\u00f3n continuada<\/b><\/p>\n

     <\/p>\n

    Los profesionales que m\u00e1s vinculan no son los que m\u00e1s venden, sino los que m\u00e1s se comunican.<\/p>\n

     <\/p>\n

    Est\u00e1n presentes cuando todo va bien. Y, sobre todo, cuando algo va mal.<\/p>\n

     <\/p>\n

    Utilizan distintos canales, pero con un mismo objetivo: estar cerca de los clientes.<\/p>\n

     <\/p>\n

    2. Escucha activa<\/b><\/p>\n

     <\/p>\n

    No se trata de colocar productos, sino de entender situaciones.<\/p>\n

     <\/p>\n

    Cada cliente tiene una realidad patrimonial, familiar y profesional distinta.<\/p>\n

     <\/p>\n

    Escuchar permite ajustar la propuesta de servicio y protecci\u00f3n con precisi\u00f3n.<\/p>\n

     <\/p>\n

    3. Enfoque real al cliente<\/b><\/p>\n

     <\/p>\n

    La vinculaci\u00f3n negativa dice: \u201cSi no tienes tres productos, pagar\u00e1s m\u00e1s.\u201d<\/p>\n

     <\/p>\n

    La vinculaci\u00f3n positiva dice: \u201cSi conf\u00edas en nosotros, te trataremos como te mereces.\u201d<\/p>\n

     <\/p>\n

    No importa si el cliente tiene una p\u00f3liza o veinticinco.<\/p>\n

     <\/p>\n

    La relaci\u00f3n no se mide por volumen, sino por calidad.<\/p>\n

     <\/p>\n

    Cuando la experiencia es coherente, cuando el asesoramiento es honesto y cuando el servicio responde, el cliente vuelve. Ampl\u00eda. Recomienda.<\/p>\n

     <\/p>\n

    No por obligaci\u00f3n. Por convicci\u00f3n. Y esa s\u00ed es la verdadera cuota de vinculaci\u00f3n.<\/p>\n

     <\/p>\n

    Enric Vidal Alsina<\/p>\n

     <\/p>\n

    Assessor de M\u00e0rqueting i Vendes<\/p>\n

     <\/p>\n

    Email: <\/span>assessories@elcol-legi.org<\/p>\n

    [\/vc_column_text][vc_row_inner][vc_column_inner width=”1\/6″][\/vc_column_inner][vc_column_inner width=”1\/6″][\/vc_column_inner][vc_column_inner width=”1\/6″][\/vc_column_inner][vc_column_inner width=”1\/6″][\/vc_column_inner][\/vc_row_inner][\/vc_column][vc_column width=”1\/4″][stm_spacing lg_spacing=”50″ md_spacing=”50″ sm_spacing=”50″ xs_spacing=”50″][vc_column_text]<\/p>\n

    \u00daltimas noticias<\/h2>\n

    [\/vc_column_text][stm_news loop=”size:4|order_by:date|order:DESC|post_type:post|categories:8″ posts_per_row=”2″][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

    [vc_row][vc_column width=”3\/4″][vc_column_text css=””] La vinculaci\u00f3n positiva [\/vc_column_text][stm_spacing lg_spacing=”6″ md_spacing=”6″ sm_spacing=”6″ xs_spacing=”6″][vc_column_text css=””]01\/04\/26[\/vc_column_text][vc_column_text css=””]La verdadera\u00a0 vinculaci\u00f3n no se construye acumulando productos, se construye generando y trabajando la confianza[\/vc_column_text][vc_single_image source=”featured_image” img_size=”850×350″][vc_column_text css=”.vc_custom_1774883595571{margin-bottom: 20px !important;}”] Desde hace a\u00f1os, a fidelizar se le llama vincular. La fidelizaci\u00f3n suena a principios de los 2000. Vinculaci\u00f3n, en cambio, suena a estrategia,<\/p>\n","protected":false},"author":562,"featured_media":27263,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[2127,2171],"class_list":["post-27267","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-es-noticias","tag-mednews","tag-mn295"],"yoast_head":"\nLa vinculaci\u00f3n positiva - Col-legi de Mediadors d'Assegurances de Barcelona<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.elcol-legi.org\/w\/es\/la-vinculacion-positiva\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La vinculaci\u00f3n positiva - Col-legi de Mediadors d'Assegurances de Barcelona\" \/>\n<meta property=\"og:description\" content=\"[vc_row][vc_column width=”3\/4″][vc_column_text css=””] La vinculaci\u00f3n positiva [\/vc_column_text][stm_spacing lg_spacing=”6″ md_spacing=”6″ sm_spacing=”6″ xs_spacing=”6″][vc_column_text css=””]01\/04\/26[\/vc_column_text][vc_column_text css=””]La verdadera\u00a0 vinculaci\u00f3n no se construye acumulando productos, se construye generando y trabajando la confianza[\/vc_column_text][vc_single_image source=”featured_image” img_size=”850×350″][vc_column_text css=”.vc_custom_1774883595571{margin-bottom: 20px !important;}”] Desde hace a\u00f1os, a fidelizar se le llama vincular. 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