En el siglo XVIII, un filósofo llamado Leibniz nos comenzó a hablar de la noción de mundos posibles como ideas en la mente de Dios, distintas maneras en las que Dios podría haber creado al mundo. Su conclusión, aunque ridiculizada por otros como Voltaire en su obra «Cándido«, es que, como Dios es benevolente, vivimos en el mejor de los mundos posibles.
Los que vivimos de la innovación, de la creatividad y la transformación digital somos conscientes de que el mundo del mañana, sus trabajos y sus labores, será muy diferente del de hoy y con nuestros clientes buscamos nuevas formas de comercializar en una era en la que ha cambiado nuestra forma de comprar y, por ende, nuestra forma de vender.
Sobre todo, vivimos en el mundo de la COMUNICACIÓN y la esencia de cualquier Plan de marketing o comercial reside en saber transmitir mejor lo que somos y lo que vendemos y cómo nos relacionamos con el cliente, los equipos de ventas y los usuarios, para que todos estén CON-VENCIDOS.
Con uno de nuestro clientes hemos diseñado una estrategia comercial gracias al «modus operandi» de un vendedor de playa de origen senegalés, no sé si llegó a través del Aquarius o por sus propios nados, que, para llegar a una audiencia que se encuentra fuera del mundo sobre una toalla, recurre a este sencillo mensaje: «Mari Puri, ¿me has llamado? ¿me has mandado un whatsapp?«.
Quizá, además de apoyarnos en robots, tecnología y marketing de influencers, deberíamos de meternos en una máquina del tiempo y observar esos gritos de los comerciantes medievales intentando colocar sus productos, llamadas de atención que se recogen en el poema de Guillaume de Villeneuve «Los gritos de París«.
Al igual que nos sucede a nosotros en Internet, Villeneuve se lamentaba en su poema de que no podía comprar toda la oferta del mercado porque además de los vendedores ambulantes, tiendas permanentes y comerciantes especializados tenía propuestas de aquellos que se juntaban en gremios, lo que ahora llamaríamos grupos de interés o «lobbies«, y, sobre todo, porque no podría gastar todo lo comprado.
Esos mercados eran los lugares de «networking» en el que los artistas instalaban sus carromatos ya que aseguraban el dinero de sus espectadores que lo llevaban para comprar alimentos, algo así como nuestro marketing relacional. En los mercados españoles, no podía ser en otro lugar, nació la picaresca: mojar existencias con pimienta o cocinar panes con piedras dentro para que pesaran más y, por supuesto, las quejas y reclamaciones porque la carne estaba podrida, el vino avinagrado o el pan mohoso, razones por las que llevaban al comerciante a la picota.
La mejor estrategia comercial posible nace con la sencillez del ingenio de mi hijo de cinco años: cuando le niego algo en el supermercado con la excusa de que hoy no tengo dinero me ofrece la solución para las ventas: «Papi, tú cantas y bailas muy bien, vete a la Plaza Mayor, pones la gorra y que te den dinero«.
A veces buscamos maneras ambiciosas de llegar al cliente, grandes creaciones, virtuosas ideas y magníficos proyectos pero nos sucede como a los borrachos que buscan su casa, sin saber que tienen una.
El mejor de los mundos posibles está en lo bueno de lo simple, si no es simple es imposible.
«Hay alguien tan inteligente que aprende de las experiencias de los demás».
Voltaire.
Alberto Saavedra
210 Comments
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