Você conhece seu cliente?
Bette Romero Burlamaqui
Agosto, Dia dos Pais e a busca de um presente para o pai do meu filho. Na primeira loja uma decepção: ao perguntar sobre modelos de camisas, ouvi: “o que tem tá exposto!” Fui embora sem comprar nada e com saudade do Gilberto.
Conheci Gilberto na Taco, uma loja do Shopping Rio Sul, também comprando presentes, só que de Natal. Ele, vendedor, se aproximou, se apresentou, perguntou meu nome e o que eu precisava. Depois que escolhi o presente do marido, ele sugeriu uma calça descolada para o filho e ainda arranjou uma bermuda discreta para o sobrinho.
Gostei do atendimento e algumas semanas depois voltei à loja. Tomei um susto quando ele me cumprimentou pelo nome. Como um vendedor, que lida com tanta gente, poderia ter guardado o nome de um cliente? Mas ele lembrou mais: sugeriu peças para o marido tamanho G; lembrou que o filho era alto e mostrou uma calça de corte mais longo; e ainda encontrou uma camiseta sóbria para o sobrinho. Fiquei apaixonada por esta atenção e, sempre que precisava presentear alguém, primeiro ia à Taco, para depois ver outras alternativas.
Porém, um dia fui à loja e não o encontrei. Perguntei por ele, mas não souberam informar se teria saído, transferido ou promovido. Senti-me completamente órfã: tinha perdido meu vendedor particular.
O vendedor, este esquecido
Não sei o quanto a Taco sabe sobre seus clientes, mas o vendedor Gilberto conhecia os seus muito bem. Não sei também se a loja ficou sabendo deste Marketing de Relacionamento desenvolvido pelo vendedor com seus fregueses. Acredito que não, pois se soubesse, teria utilizado Gilberto como modelo para os demais. Isto porque um cliente não escolhe uma empresa apenas pela qualidade do produto, mas pela forma como é tratado por ela, pela importância que recebe nesta relação. Daí a importância do vendedor, este eterno esquecido pelo Marketing.
A equipe de vendas, além de ser a responsável pelos resultados da empresa, constitui uma importante fonte de informações. O vendedor, em princípio, é o primeiros contato do cliente com a empresa. Por manter contato estreito com o freguês, para saber sobre suas necessidades e o que compram, os vendedores acabam por reunir um grande volume de informações relevantes a respeito da clientela e seus hábitos de consumo.
E aí surge a pergunta: por que a maioria das empresas não toma conhecimento deste manancial de informações sobre o consumidor individual e o mercado? Quanto uma loja como a Taco não teria obtido,em termos de informações estratégicas, de uma entrevista com o seu vendedor Gilberto?
Da mesma forma que as informações sobre a concorrência estão disponíveis na imprensa, bastando reuní-las através de um básica análise, dados vitais sobre o mercado e o consumidor estão ao alcance da empresa através da própria equipe de vendas. Para ter acesso, basta ouvir o vendedor. As informações que estes profissionais dispõem deveriam ser coletadas, periodicamente, e tratadas pelos sistemas de Tecnologia da Informação, para criar ou complementar um banco de dados sobre o cliente e o mercado. Uma coisa é satisfazer o comprador em uma transação, outra é cultivar a sua lealdade. Mas, para isso, é preciso antes conhecer o cliente.
Além disso, como efeito secundário, valorizar a força de vendas como área estratégica da empresa, vai elevar a auto-estima de seus integrantes, o que vai gerar aumento nas vendas e na qualidade das informações.
Conheça seu cliente
Conhecer melhor o cliente vai tornar possível a tomada de decisões estratégicas de forma ágil, permitindo, inclusive, antecipar as reações dele e aumentar seu nível de satisfação. Por exemplo: quando você se hospeda na rede de Hotéis Accor e pede um apartamento de fumante, em andar baixo, todas as vezes que se hospedar em um hotel da rede, seja em que país for, será instalado em um apartamento até o 3º andar e, no quarto, à sua espera terá cinzeiros e caixas de fósforos.
O monitoramento das preferências, anseios, expectativas permite mensurar o nível de satisfação do cliente, diagnosticar problemas e antecipar soluções. Afinal, se o ambiente mercadológico muda continuamente, por que seus clientes têm de pensar hoje da mesma maneira que no ano passado? E neste ambiente, seu vendedor pode ter o mapa da mina!
Se você quer saber como conhecer melhor seu cliente, visite o Sistema de Análise de Mídia. Além de acompanhar e avaliar a presença do cliente nas mídias, analisa a atuação da concorrência. www.background.com.br, link análise de mídia.
Sobre a autora:
Bette Romero Burlamaqui é jornalista, trabalhou na Editora Bloch, Editora Abril e TV Cultura (RTC), entre outras empresas. No jornalismo empresarial, foi assessora de imprensa da Burson-Marsteller, da Secretaria de Meio Ambiente de São Paulo, da Associação Brasileira da Indústria Farmacêutica – Abifarma, da Bolsa do Rio (BVRJ), onde coordenou os leilões de privatização, e da Companhia Brasileira de Trens Urbanos (CBTU).
Diretora da Background Maxx Comunicação, empresa especializada no diagnóstico da imagem pública das empresas/instituições, desenvolve trabalho de planejamento de ações de comunicação (pelo qual recebeu o prêmio Mérito Cerimonialista, em 2000), avaliação de esforços com visibilidade da mídia e Análise da Concorrência.
Na área acadêmica, é mestre em Educação, professora de pós-graduação em Comunicação Corporativa, diretora-executiva do Clube de Comunicação e diretora do Sindicato dos Jornalistas do RJ, pela Comissão de Ética.
Bette Romero Burlamaqui
www.background.com.br – better@background.com.br
Tels.: (21) 2244.0008/2543.4056/ 8123.5032
Skype: background.maxx – Twitter: @backgroundmaxx
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Olá Bette,
Que artigo bacana! Mais um na sua lista de ótimos textos.
Gostaria de convidá-la, humildemente, para ler um artigo meu também sobre o tema Vendas, dando meu enfoque de quem esteve nas duas pontas do processo: vendedor e cliente.
Segue o link
http://www.sidonio.com.br/2010/08/vendas-aprender-com-os-erros-aplicar.html
Abraço,
Sidonio Jr
Bette,
É muito interessante este texto. Pena que nem todas as empresas prestam atenção para isso. Embora você esteja citando o vendedor, que é o principal cliente da loja, já entrei em várias lojas em que fui atendida pelo próprio dono e a coisa não é bem e ele nem deseja saber de você.
tatiana
É verdade. Ma alguém tem que acordar para esta realidade.
Obrigada pela leitura.
abraços
Bette
Sidônio,
Obrigada pela leitura.
E, qato ao seu texto: uma delícia!
bjs
Bette
Thanks for an idea, you sparked at thought from a angle I hadn’t given thoguht to yet. Now lets see if I can do something with it.
You need to get upset! Really its a must to take a look past everything and get upset. Generally this will allow you to take the inititive to make things happen.
Thanks for your words. This is a great idea.
Best regards
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