{"id":23241,"date":"2025-05-21T04:24:22","date_gmt":"2025-05-21T02:24:22","guid":{"rendered":"https:\/\/www.elcol-legi.org\/w\/?p=23241"},"modified":"2025-05-21T04:24:22","modified_gmt":"2025-05-21T02:24:22","slug":"el-conclave-de-les-vendes","status":"publish","type":"post","link":"https:\/\/www.elcol-legi.org\/w\/el-conclave-de-les-vendes\/","title":{"rendered":"El conclave de les vendes"},"content":{"rendered":"

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

M\u00c0RQUETING<\/pre>\n
El conclave de les vendes<\/b><\/h2>\n
[\/vc_column_text][vc_column_text css=””]Lli\u00e7ons per vendre en un m\u00f3n interconnectat<\/strong>[\/vc_column_text][vc_single_image source=”featured_image” img_size=”850×350″][vc_column_text css=”.vc_custom_1747794241481{margin-bottom: 20px !important;}”]PER ENRIC VIDAL<\/p>\n
Com tantes coses a l’Esgl\u00e9sia, el proc\u00e9s per solucionar la seu vacant exerceix d’una banda aquesta fascinaci\u00f3 pels processos ancestrals, que es repeteixen de la mateixa manera des de fa segles, i de l’altra la sorpresa o resignaci\u00f3 per aquesta dificultat d’evolucionar o d’entendre els temps moderns.<\/p>\n
El Conclave va ser una soluci\u00f3 d’emerg\u00e8ncia, un proc\u00e9s de pressi\u00f3 per for\u00e7ar els cardenals, que despr\u00e9s de la mort del papa Climent IV portaven 3 anys sense posar-se d’acord. Es van prendre dues mides principals. Tancar-los \u201ccum clau\u201d (amb clau) i restringir-ne l’acc\u00e9s a menjar i aigua.<\/p>\n
\u00c9s clar que 800 anys m\u00e9s tard aquesta idea i aquest format \u00e9s molt anacr\u00f2nic, no nom\u00e9s perqu\u00e8 els processos democr\u00e0tics de presa de decisi\u00f3 per a c\u00e0rrecs pol\u00edtics se succeeixen de manera m\u00e9s o menys ordenada a molts pa\u00efsos del m\u00f3n, sin\u00f3 perqu\u00e8 atorguen al secretisme del Conclave una funci\u00f3 que no era a l’origen. A\u00efllar els cardenals del soroll exterior. \u201cEls Cardenals no tindran ni tel\u00e8fon, ni internet ni Instagram (com si poguessis tenir Instagram sense m\u00f2bil i sense cobertura\u2026), en fi\u2026<\/p>\n
Doncs\u2026 Als nostres clients actuals els passa el mateix. El conclave \u00e9s la part final del M\u00c0RQUETING de vendes, el moment de decidir com finalitza la \u201cseu vacant\u201d.<\/p>\n
Sovint ens agradaria “a\u00efllar” els nostres clients de la compet\u00e8ncia externa i dels sorolls del mercat a trav\u00e9s d’estrat\u00e8gies de fidelitzaci\u00f3, branding fort i propostes de valor \u00faniques. No obstant aix\u00f2, igual que els cardenals, els clients viuen en un m\u00f3n connectat, constantment bombardejat per informaci\u00f3, ofertes de la compet\u00e8ncia, tend\u00e8ncies del mercat i opinions d’altres consumidors. L’a\u00efllament total \u00e9s una il\u00b7lusi\u00f3.<\/strong><\/p>\n
El conclave cerca crear un ambient de reflexi\u00f3 i oraci\u00f3, idealment lliure de distraccions i influ\u00e8ncies mundanes, per prendre una decisi\u00f3 tan transcendental com l’elecci\u00f3 del Papa. Per\u00f2 els cardenals s\u00f3n \u00e9ssers humans amb les pr\u00f2pies idees, valors i lleialtats pr\u00e8vies, sensibilitats i biaixos adquirits al llarg de la seva vida. A les vendes, especialment B2B, ens esforcem per crear un “entorn de venda” favorable potenciant l’experi\u00e8ncia de venda i els processos d’Account Based Marketing (ABM), per\u00f2 la decisi\u00f3 final del client sempre estar\u00e0 influenciada per factors externs a aquest entorn: la seva situaci\u00f3 econ\u00f2mica personal, les ofertes que ha vist de la compet\u00e8ncia just abans, una mala ressenya, la cultura de l’empresa, etc. \u00c9s molt dif\u00edcil aconseguir un entorn \u201cPur\u201d per a la presa de decisi\u00f3.<\/strong><\/p>\n
El secretisme del proc\u00e9s de Conclave es desvetlla di\u00e0riament en el moment de la fumata. El m\u00f3n exterior observa amb gran expectaci\u00f3 i analitza cada senyal (el color del fum) i especula sobre els possibles resultats. En el proc\u00e9s de vendes, especialment en processos complexos, molt competitius, encara que les estrat\u00e8gies internes d’una empresa siguin confidencials, el mercat i la compet\u00e8ncia sempre estan observant els moviments i s’adapten amb nous preus, llan\u00e7ament de productes o campanyes de m\u00e0rqueting, amb la idea d’anticipar-se a la decisi\u00f3 i reaccionar. Els clients tamb\u00e9 generen expectatives basades en les interaccions pr\u00e8vies i la imatge de la marca. Al m\u00f3n actual, la transpar\u00e8ncia \u00e9s imitada i afecta les expectatives dels clients.<\/strong><\/p>\n
Finalment, per\u00f2 no menys rellevant, \u00e9s que el conclau se celebra despr\u00e9s d’uns dies de reflexi\u00f3, en qu\u00e8 s’ha exercit una influ\u00e8ncia \u201csilenciosa\u201d per\u00f2 poderosa.<\/strong> Tot i l’a\u00efllament f\u00edsic, les converses pr\u00e8vies entre cardenals, les xarxes d’influ\u00e8ncia i les conviccions personals jugaran un paper crucial en l’elecci\u00f3. A les vendes, fins i tot si un client sembla estar “a\u00efllat” en el moment de la decisi\u00f3 de compra, les seves experi\u00e8ncies pr\u00e8vies amb altres marques, les recomanacions d’amics, la reputaci\u00f3 general de l’empresa i les tend\u00e8ncies socials influiran silenciosament en la seva elecci\u00f3.<\/p>\n
Per gestionar amb \u00e8xit aquests moments de presa de decisi\u00f3, \u00e9s important haver treballat amb antelaci\u00f3 les estrat\u00e8gies per generar influ\u00e8ncia externa.<\/p>\n
    \n
  • Construeix amb transpar\u00e8ncia i honestedat.<\/strong> La confian\u00e7a es guanya dia a dia, amb cada correu electr\u00f2nic, a cada gesti\u00f3, a cada moment de l’experi\u00e8ncia del client.<\/li>\n
  • Escolta de manera activa.<\/strong> Si us espereu al moment de la venda per intentar entendre el vostre client, ser\u00e0 massa tard. Cal treballar i escoltar el context de cada client.<\/li>\n
  • Apr\u00e8n i adapta’t.<\/strong> Ser flexible i demostrar capacitat dadaptaci\u00f3 a levoluci\u00f3 del mercat i dels teus clients obre noves perspectives de relaci\u00f3. Les empreses tenen moltes \u201cportes\u201d i \u201cmoments\u201d d’acc\u00e9s, als quals hem d’estar atents i saber connectar-s’hi.<\/li>\n
  • Posicionament din\u00e0mic.<\/strong> Les empreses s\u00f3n un ecosistema din\u00e0mic. Entendre b\u00e9 les relacions de poder i de decisi\u00f3 \u00e9s clau per influir-hi. Treballar perqu\u00e8 cada persona de l’organitzaci\u00f3 tingui una opini\u00f3 v\u00e0lida i positiva de la nostra empresa ens ajudar\u00e0 a tancar vendes.<\/li>\n<\/ul>\n
    Ara que ja tenim \u201cfumata blanca\u201d, \u00e9s clar que a la societat i als negocis actuals, \u201cl’a\u00efllament\u201d per a una presa de decisi\u00f3 \u00e9s poc efectiu, ja que les empreses i els seus executius, si fan b\u00e9 la seva feina, ja hauran influ\u00eft en el resultat final molt abans del moment concret en qu\u00e8 s’executi la decisi\u00f3.<\/p>\n
    Enric Vidal \u00e9s assessor de m\u00e0rqueting del Col\u00b7legi.[\/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 css=””]<\/p>\n
    \u00daltimes not\u00edcies<\/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=””] M\u00c0RQUETING El conclave de les vendes [\/vc_column_text][vc_column_text css=””]Lli\u00e7ons per vendre en un m\u00f3n interconnectat[\/vc_column_text][vc_single_image source=”featured_image” img_size=”850×350″][vc_column_text css=”.vc_custom_1747794241481{margin-bottom: 20px !important;}”]PER ENRIC VIDAL Com tantes coses a l’Esgl\u00e9sia, el proc\u00e9s per solucionar la seu vacant exerceix d’una banda aquesta fascinaci\u00f3 pels processos ancestrals, que es repeteixen de la mateixa manera des de fa segles,<\/p>\n","protected":false},"author":562,"featured_media":23354,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[160,1868,2059],"class_list":["post-23241","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticies","tag-mediarionews","tag-mn-2","tag-mn274"],"yoast_head":"\nEl conclave de les vendes - 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