Mis inicios como vendedor en Arbora en los años setenta influyeron decididamente en la forma de interpretar el Marketing y la Venta. Arbora una empresa ubicada en San Juan Despí ( Barcelona) formaba parte, en aquel tiempo, del grupo Agrolimen propiedad de D. Lluís Carulla Canals, un empresario catalán ilustrado y amante de su tierra. Siempre me ha llamado la atención la falta de interés de algunos empresarios por la riqueza que aporta la cultura, quizás sea eso lo que explique la falta de visión mas allá del complicado presente.
A pesar de que Arbora, empresa local, competía directamente con la internacional y todo poderosa Jhonson & Jhonson; nuestra labor comercial no era atacar al competidor, era argumentar entorno a los beneficios que se desprendían de adquirir nuestros productos, sin la necesidad de compararlos explícitamente con los de Jhonson & Jhonson.
El Director Comercial nos insistía, a quienes por aquel entonces éramos jóvenes vendedores, en que teníamos suficientes cosas que decir de nosotros mismos para convencer, razones para demostrar las ventajas y beneficios de nuestro producto y que quien tiene que hablar mal de su adversario es por la sencilla razón de que nada bueno tiene que decir de sí mismo.
El provocador título de este artículo coincide con el que, los reiterados gurues Al Ries y Jack Trout, publicaron con el mismo nombre: Marketing de Guerra en Mc Graw Hill 1986. Después de su best seller Posicionamiento la batalla por la mente, estos autores daban un paso más decidido y proponían abiertamente la manera de alcanzar eficazmente las cuotas cerebrales del cliente: a través de la Estrategia de Guerra, con el arte militar (al fin y al cabo el término estrategia es decididamente militar) y para ello se inspiraron en el manual de un clásico militar: Karl Von Clausewitz (general prusiano que escribió el famoso libro titulado De La Guerra, publicado en 1832). En definitiva venían a decir que eso de orientarse al cliente y satisfacer sus necesidades era un rollo ingenuo de los directores de marketing para quedar bien, que lo que resultaba absolutamente eficaz era la orientación al competidor, para machacarlo claro, siguiendo las sabias recomendaciones del general Clausewitz.
Habrá quien pensará que esta suerte de confrontación beneficia al consumidor, yo creo que no, que esta dinámica lleva a una dinámica de enfrentamiento que ignora a quien determina la excelencia: el cliente.
No en vano Al Ries manifiesta de manera contundente, sin rubor, que la posición deseable es la de ostentar el monopolio.
Estas sabias recomendaciones producen, según vengo observando, comportamientos cercanos a las psicopatías de quienes dicen unas cosas, porque está bien visto decirlas, pero creen firmemente en otras bien distintas.
Tengo la inmensa suerte de trabajar con clientes que creen sinceramente que es mejor potenciar las fortalezas propias que explotar las debilidades del adversario, que la única batalla es la de hacer lo que hacen cada vez mejor, que los clientes no son un mal necesario sino la razón de ser de la empresa, que los trabajadores son en general buena gente que sienten los colores de la marca, y que los competidores, pues que compitan y que nos alcancen si pueden. Claro mis clientes tienen una visión del marketing sana quizás por eso están bien valorados por sus propios clientes, externos e internos.
Enrique L. Belenguer
Por cierto le recomiendo a quien tenga la paciencia de leer el manual de Karl Von Clausewitz De la guerra, el apartadito de Acciones a llevar a cabo con la población civil del derrotado.
domingo, octubre 15, 2006
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91 comentarios:
Yo en cierta medida si que soy partidario de las teorías de Ríes y Trout. Digo en cierta medida porque si bien como tu señalas es importante explotar nuestras ventajas y beneficios junto con las de nuestro producto o servicio, tambien se debe conocer bien al competidor y estudiar sus debilidades y atacar esos flancos que deja al descubierto. Yo no digo y jamás defenderé el denostar al adversario, ni el hablar mal de los productos de la competencia, pero si que es bueno y muy conveniente estudiar el posicionamiento de la competencia para nunca posicionarse junto a él. Debemos situar en el mapa de posicionamiento a todos los competidores y buscar nuestro hueco centrándonos tanto en nuestras bondades como en sus debilidades aunque no necesariamente se las contemos al cliente. Podemos conocer al dedidllo lo que el cliente quiere o necesita, pero si la competencia tambien lo sabe y son más rápidos, ágiles o simplemente tienen más recursos, nos pueden hacer la pascua. No soy partidario de militarizar el mercado pero la estrategia y la ética me apasionan. Un saludo y te invito a visitar mi blog en la que trato temas de marketing (no publicidad exclusivamente)
Enhorabuena por este magnífico blog.
www.theorangemarket.blogspot.com
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