miércoles, 18 de julio de 2012

The Meyer Question


El vigilante del banco que nos da la bienvenida y nos dice donde podemos encontrar lo que buscamos, la persona de limpieza que nos da dirección en un automercado, la recepcionista que atiende el teléfono en nuestra empresa.

Todos ellos son personas que no necesariamente tienen el deber de conocer  el cómo  tratar con nuestros clientes y consumidores. De hecho, en la mente del marketero no deben, si quiera, tener estas tareas.

Pero como esto es mercadeo, no importa lo que pensemos los marketeros. Lo que importa, es lo que piensan los consumidores…. Hoy qué estamos haciendo para darle mejor servicio, incluso a través de los medios no tradicionales?

O elevemos la pregunta aún más. Cómo vendemos algo que el consumidor no cree querer y como podemos aprovechar a estas personas “contacto” para hacerlo. Una respuesta:

”I teach high school math. I sell a product to a market that doesn’t want it, but is forced by law to buy it. If not, I would have to engage them with any means possible” (Dan Meyer)

Cómo venderíamos la clase de matemática si los alumnos pudieran elegir no tomarla? 

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