O diagnóstico de vendas é, muitas vezes, visto como apenas compreender os problemas dos potenciais clientes de forma a se conseguir desenvolver uma solução adequada. A realidade é que o diagnóstico de vendas é muito mais do que isso, é uma ferramenta que auxilia na construção de lealdade, ao participar no desenvolvimento de uma solução em conjunto com o potencial cliente.
É importante reter que não se deve vender uma solução sem perceber o que o potencial cliente necessita e, portanto, sem fazer o diagnóstico mais apropriado. A fase de diagnóstico é uma das mais relevantes. Porquê? Porque é nesta etapa que se ganha ou perde um cliente. O potencial cliente tem que sentir que a visão do que ele pretende está de acordo com o que o vendedor lhe pode proporcionar e, é neste sentido, que fazer um diagnóstico detalhado é uma mais valia e, em grande parte das vezes, um deal breaker.
Infelizmente, muitos vendedores não têm um desempenho tão satisfatório nesta fase. Estes estão mais focados em vender uma solução que têm pré-definida em vez de venderem a solução que o cliente precisa. Às vezes é preciso fazer uma adaptação às necessidades dos potenciais clientes, sendo que isto é possível através de um diagnóstico preciso.
O que é que é então necessário para fazer um diagonóstico adequado?
Para fazer o diagnóstico apropriado e com valor para o potencial cliente é necessário fazer algumas questões. Devemos fazer questões abertas, de controlo e confirmatórias, as respostas a estas questões vão ajudar a obter uma maior compreensão acerca do que passa efetivamente com o negócio do cliente assim como detetar oportunidades que podiam ter sido aproveitadas.
As questões abertas permitem que o potencial cliente fale abertamente sobre o problema em questão. Estas questões são, normalmente, confortáveis para o inquirido, não sendo, de todo, intrusivas.
As questões de controlo visam obter informação em falta que lhe ajudará a ir na direção que o potencial comprador pretende. Normalmente envolvem perguntar detalhes quantitativos, por exemplo, se tem um problema de rupturas, pode ser questionado “quão frequentemente?”, à qual o potencial cliente irá responder com uma resposta exata.
As questões confirmatórias têm como objetivo verificar se o vendedor e o potencial cliente estão em sintonia acerca do que é pretendido e sobre a raiz do problema. Neste caso podem haver questões como “então o problema é…”, que permitirão compreender se a ideia da problemática existente por parte do potencial cliente está em sintonia com a sua visão.
A exceder faz diagnósticos detalhados acerca das necessidades dos seus clientes e potenciais clientes, visando sempre obter a melhor solução para o cliente e a satisfação total do mesmo, adaptando as soluções às necessidades sempre que necessário.
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