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      "body": "**MARTES, 10:05 a.m.** Estoy por empezar a comerme mi segunda dona del día, cuando recibo la llamada de emergencia en el teléfono rojo reservado para asuntos realmente importantes... Hay un prospecto en la Sala de Juntas 3-B. Soy requerido... *¡de inmediato!*\n\n![AlguienQueAyudeAEstaVenta.jpg](https://cdn.steemitimages.com/DQmfXsKzrNT4rA9xMYXa55q7SJWDfQDyNZDT3xTj9DpCqAk/AlguienQueAyudeAEstaVenta.jpg)\n\nCuando entro a la escena, el equipo de ventas está reunido alrededor del hombre indeciso, tratando desesperadamente de resucitar la venta.\n\n“Den un paso atrás,” les digo. “Soy un profesional entrenado.”\n\n“¿En qué?” me pregunta una joven vendedora, vestida con lo que supongo es la falda más corta que la ley permite, en un tono que no alcanzo a determinar si es de ignorancia o de superioridad.\n\n“En Tecnologías Efectivas de Venta y Psicología Aplicada, que espero que a la mejor tú conozcas como PNL,” le contesto con un tono igualmente superior.\n\nHago un ademán para hacer que los demás se retiren y dejen que circule el aire. Me acerco al candidato y me doy cuenta que, efectivamente, esta posible venta está caída. El posible cliente se ha vuelto completamente inmune a los intentos de venta de todos los vendedores que se encuentran en ese momento en la sala de juntas.\n\nMe concentro entonces en la palabras de uno de los grandes instructores de PNL (*Programación Neuro-Lingüística*), **Doug Swain**, que suele decir: «El más valioso beneficio de la PNL para un vendedor o mercadólogo es que nos permite descubrir cuál es la estrategia de compra de los prospectos.»\n\nMe enfoco en un efecto personal del prospecto que creo me revelará mucho acerca de sus procesos internos. “Ese es un reloj magnífico,” le digo, señalando el que porta en su muñeca izquierda. “¿Dónde lo obtuvo?”\n\n“En Liverpool... no... en El Palacio de Hierro. En febrero pasado.” El candidato me devuelve una mirada perpleja, como diciéndome que no entiende la razón de mi pregunta.\n\n“¿Lo escogió usted personalmente?” le pregunto ahora sin indicar que he recibido el mensaje de su mirada.\n\n“Bueno, sí... ya sabía yo qué es lo que quería de un reloj, así que primero lo investigué en Internet. Luego, mi esposa me ayudó a seleccionar el mejor.” Al decirlo, se sonríe.\n\n“Es una gran elección. ¿Cuánto tiempo le llevó buscar antes de comprar el que tiene ahora?”\n\n“Alrededor de un mes, más o menos. Por eso me acuerdo que lo compré en febrero, porque empecé a buscarlo a principio de año.”\n\n“¿Y qué es lo que le hizo querer comprar uno nuevo?”\n\n“Bueno, es que mi reloj antiguo empezó a retrasarse mucho,” me contesta, empezando a sentirse a gusto conmigo. Levanta el brazo y ve afectuosamente su nueva pieza de relojería.\n\nPor supuesto, necesito todavía más datos y detalles. Pero esta conversación es suficiente para mí para generar rapport (lo que también se llama el clima de confianza) con él, así como para obtener información de cómo satisfacer sus necesidades generales.\n\nCon lo anterior, yo ya he descubierto algunas de las estrategias de motivación, decisión, convencimiento y reaseguramiento del prospecto.\n\nVolteo a ver a la vendedora en minifalda y le pregunto: “¿Podrías decirme tú cuáles son las estrategias de compra de este cliente?” (Y te lo pregunto a tí, también, que me lees...)\n\n...\n\n...\n\n...\n\nLa chica me ve con ojos de petición de auxilio, así que dejo de enfocarme en ella y vuelvo mi atención a todo el grupo, a quienes les indico:\n\nEl candidato se motivó a comprar un nuevo reloj porque el anterior que poseía empezó a fallarle. Esto indica que sus decisiones de compra se basan en satisfacer necesidades, en vez de, por ejemplo, seguir la moda o comprar lo último en tecnología.\n\nAntes de realizar su compra, investigó cuidadosamente sus opciones, lo que significa que necesita conocer todas las posibilidades antes de que pueda convencerse a sí mismo de que está realizando una buena compra.\n\nY el período de un mes de espera y búsqueda me dice que no es un comprador espontáneo, ni que toma decisiones al vapor. Así, cualquier técnica o táctica de venta que se base en su impulsividad no funcionará... Al decir esto, veo fíjamente a uno de los vendedores que siempre quiere vender tratando de presionar a los clientes diciéndoles que el momento para comprar es ahora. Las compras impulsivas pueden quizá tener su lugar, pero evidentemente no es el caso el día de hoy.\n\nAl final, él le pidió ayuda a su esposa para seleccionar el reloj, significando que con probabilidad necesita de la opinión de otros para reasegurarle que está tomando la decisión correcta.\n\n“No puedo darme el lujo de llegar tarde siempre... ¿ve lo que le digo?” añade espontáneamente el prospecto, que cada vez se ve más reanimado.\n\nAhora bien, por su utilización del verbo “ver,” ya sé que responde mejor a las claves visuales. Recuerdo una lección importante que otro experto y entrenador certificado en PNL, me dio: “A medida que filtramos la información que nos envía constantemente el mundo, creamos diferentes representaciones internas del mundo y de lo que significa.” Este experto, **Jack Railing**, también decía: «Entender ésto nos ayuda a mejorar nuestras habilidades de comunicación en la venta al hablar el lenguaje del cliente y permitiéndonos así ser más capaces de influenciarle.»\n\nDurante el intercambio con el candidato, he estado observando su estilo de comunicación de modo que pueda asumir yo uno similar (lo que en lenguaje técnico de PNL se llama “modelar” o “espejear” al otro). Él habla más lentamente que yo, así que me cuido en ajustar mi velocidad a la suya. Yo incluso adopto una postura parecida a la suya y su patrón de respiración, colocándolo así en una posición más cómoda conmigo.\n\nAhora, ya con su estrategia de compra determinada, puedo conducirle a través de la venta, proporcionándole exactamente lo que necesita. Le presento todas las opciones del plan del que estaban hablándole los vendedores antes que yo llegara y uso una presentación visual para ayudarle a aprender más acerca de dicho producto.\n\nMe aseguro de indicarle cómo este plan le ayudará a rectificar una situación en que su vendedor previo no le pudo ayudar. Acepto que él puede quizás tener que consultar con su esposa antes de tomar una decisión.\n\nCon cada frase de la conversación, estoy observando cuidadosamente el movimiento de sus ojos, sus ademanes, sus gestos e incluso el ligero parpadeo que realiza, para “leer” sus emociones y respuestas a mi presentación. En cualquier punto, si me doy cuenta que la forma en que estoy conduciendo la venta no está funcionando, lo cambio. En PNL, si tú trabajas en un problema y nada está pasando o cambiando, intentas algo diferente.\n\nPara el momento en que está listo para irse, la venta ha sido resucitada. Nos estrechamos las manos calurosamente y quedamos de vernos el próximo viernes en su casa, para una nueva cita ahora con su esposa presente.\n\n“Guau,” exclama la asistente de ventas, cuyo tono de voz ha evidentemente cambiado. “¿Puedo aprender cómo hacer lo que usted acaba de hacer?”\n\n“Claro,” le digo. “Un número cada vez más grande de agentes están aprendiendo a hacerlo todos los días, y tú también puedes.”\n\n“¿Puede usted enseñarnos?” me preguntan todos al mismo tiempo.\n\nAntes de contestar, me sonrío. Es bueno saber que aún hay agentes de ventas que quieren aprender a ser mejores y conocer cómo ayudar a sus clientes a comprar...\n\n“Muy bien”, les digo. “Pero antes de trabajar personalmente con ustedes, empiecen a aprender a vender más y mejor, hoy. Vayan aquí ahora: http://www.JorgePinkus.com/VMM.htm y cuando empiecen a aplicar lo que ahí aparece, me contactan, ¿vale?”\n\nTodos afirman con la cabeza. Veremos cuántos lo siguen en la práctica...\n\n========================\n**Jorge Pinkus** es Director de\n*Jorge Pinkus Consultores*\nhttp://www.JorgePinkus.Coach",
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