Tiempo de lectura: 2 minutos Cliente VS Usuario “¿A quien dirijo mi mensaje de marketing si mi servicio ayuda mucho al usuario pero no es el comprador final?” Esta es una de las preguntas que más me hacen los clientes antes de trabajar juntos. Es normal que te preguntes esto. Es un escenario típico al vender soluciones de tecnología, software
La entrada Cliente vs Usuario se publicó primero en INITIA.
Tiempo de lectura: 2 minutos
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Cliente VS Usuario
“¿A quien dirijo mi mensaje de marketing si mi servicio ayuda mucho al usuario pero no es el comprador final?”
Esta es una de las preguntas que más me hacen los clientes antes de trabajar juntos.
Es normal que te preguntes esto.
Es un escenario típico al vender soluciones de tecnología, software o SaaS en mercados B2B.
El usuario final son operarios o técnicos de un departamento, y quién debe aprobar la compra el jefe/responsable/gerente.
Mira, hace unos meses nació mi sobrino.
Y me volví loco para ver qué regalarle a mi hermana.
Le dí la vuelta a Amazon un par de veces y acabé yendo a una juguetería.
No pude evitar fijarme en el marketing que hacen.
Y he llegado a una reflexión que quiero compartir contigo si vendes soluciones en mercados B2B.
Podemos aprender algo de la juguetería, de las marcas y los fabricantes.
Tiene exactamente el mismo reto.
Marketing para los niños y marketing para los padres.
1. El niño quiere diversión, distracción, colores y luces.
2. Los padres quieren que el juguete sea educativo, no lesivo, que no cuesta una fortuna y que duré el máximo posible.
La motivación de compra es muy diferente y el mensaje que hacen llegar es diferente para que al final compren.
Entonces…¿Qué has de hacer tú?
Debes tener muy claro quién es tu avatar (o múltiples avatares) y preparar mensajes de marketing para los dos (sin volverte loco, lo justo y necesario).
Esto te puede servir de guía:
#Cliente (tomador de decisión)
> ¿Qué motivación de compra tiene?
> ¿Ya gasta presupuesto en solucionar el problema que solucionas tú? ¿Cuánto?
>¿Sabe que existen soluciones para ahorrarse costos o ingresar más?
#Usuario (influenciador de compra)
> ¿Qué motivación de compra tiene?
> ¿Siente que pierde tiempo en su operativa actual?
> ¿Qué retos y desafíos tiene en su operativa?
Los problemas, retos, desafíos son diferentes para cada interlocutor por lo tanto la forma de presentar tus beneficios, ventajas y características debe ser diferente.
Has de prepararlos de forma diferente para la compra.
Esto siempre nos ha funcionado muy bien.
Un consejo extra práctico, aprovecha la venta interna.
Quizás el primer punto de contacto de tu solución con la empresa cliente es a través de un influenciador.
Pues dale una herramienta al usuario (influenciador) para convencer a su superior/jefe/directivo, quien tiene que aprobar la compra de tu solución.
Puede ser una calculadora, una guía de 3/5/7 pasos, una comparativa de soluciones.
De esta forma la venta interna para el usuario final es más sencilla.
Básicamente se trata de hacer del influenciador un aliado.
¿Estás de acuerdo en que se puedes aprovechar la venta interna o, para ti, es mejor ir a saco a por el tomador de decisión?
Por cierto, creo que al final tiraré por regarle a mi sobrino ropa y no me complico…
#B2B #ventas #software #tecnología #software
Ayudar es nuestro objetivo y tus mensajes la motivación.
¡Te ayudamos a conseguir tus metas!
Compartir nuestra experiencia contigo es la mejor forma de ayudarte a conseguir tus objetivos sin cometer los errores más comunes
Si no lo haces, ¡otro lo hará!
Hablamos con 6-7 (de promedio) personas cada semana, pero solo podemos potenciar 1 empresa por nicho.
¿Eres uno de ellos?
La entrada Cliente vs Usuario se publicó primero en INITIA.
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