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Autor: Emília Vargas | Publicado: 2012-10-29T17:20:00-07:00

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&nbsp; Abaixo Dicas de como treinar um vendedor:

&nbsp;1 – O primeiro passo é definir quais as réguas de
competências e anunciar corretamente, com um perfil que seja abrangente. Não
exclua que demonstre possuir capacidades que possam ser treinadas depois, isto
pode oferecer vantagem competitiva. Lembre-se, portanto, de não restringir a
faixa etária, gênero, raça ou você corre o risco de perder talentos!

2 - Após ter selecionado, a melhor maneira de
escolher quem realmente está comprometido e deseja contribuir é um case real.
Treinamento, integração e o acompanhamento, nesta etapa são fundamentais para
garantir a qualidade do desempenho. Deve-se deixar claro que todos são
responsáveis pelo negócio e devem ter iniciativa e conhecimento: isto é
auto-gestão.

3 – O varejo não é mais comércio, mas, sim,
prestação de serviço. Não se tem mais um produto para vendê-lo a alguém. Você
tem de conhecer o seu público-alvo, conhecer o que ele precisa e arranjar esse
produto para ele. O conceito mudou de marketing de produto para marketing de
serviço. Embora descaracterizado hoje (o varejo parece hoje viver mais como
financeira do que como ponto de venda, enfim...), ainda predomina o bom
relacionamento. Construa isto, seja em que modalidade for. 

4 - A concorrência não se dá mais por um meio
físico. Há uma competição globalizada e virtual. A venda tem que ser uma
experiência do produto. Percepção é igual a realidade. Tudo é feito pelos cinco
sentidos: você precisa ver, cheirar, pegar, ouvir e degustar. E quanto mais
sentidos você apropriar ao seu produto, mais fácil será a sua venda. Deixe
claro à equipe que o bom vendedor é aquele que é capaz de servir ao Cliente e o
fazer ter consciência disto. 

5 – Deve-se aprender a crescer junto com o Cliente.
Hoje se investe muito em design, lojas bonitas, amplas, mas sem calor humano.
Venda é emoção. Quem compra móveis racionalmente? Olha esta cadeira tem tal
custo/benefício, se paga em tanto tempo... Esqueçam isto! O varejo é emoção.
Por isso a agressividade não serve! É preciso ter PAIXÃO! 

6 - Conheça o que vende e ensine isto à Equipe: Um
Cliente não compra um sofá, mas uma experiência de conforto em sua casa. Não
adquire uma luminária ou um tapete, mas decoração para si e para mostrar aos
outros. Não consome produtos, mas a interpretação por trás deles: Sucesso,
elegância, status, praticidade, destaque, sonhos realizados. Para isso ele deve
ser atendido de forma técnica e cortês.

7 – Fique atento às fases da venda: Abordagem ativa
(sem grudar), levantamento de informações (perguntas inteligentes),
apresentação de produtos (sintética e objetiva), tentativas de fechamento (sim,
são várias), trabalho de objeções (se há objeção há interesse), conclusão e
agradecimento (gentileza gera gentileza) e pós-vendas (é fácil vender para
clientes satisfeitos). 

8 – Focar as Técnicas de Vendas nos Pontos Chave:
Perceber coisas sob o ângulo do cliente, oferecer sempre o item de maior valor
agregado, tentar a venda de produtos adicionais, evitar discussões sobre pontos
de vista, evitar que se fale demais, oferecer soluções, dar forma definida ao
pensamento da outra pessoa, encontrar o ponto vulnerável para fechamento do
negócio.

9 – Reunir e dar feedback regularmente. Criar
campanhas de incentivo não somente a metas, mas a processos e situações que
podem ser melhorados no dia-a-dia da empresa. Engajar todos nas mudanças e
processos. Criatividade são uns lados do triângulo do sucesso. Os outros dois
são conhecimento e administração. 

10 – Além do conhecimento de mercado, produtos e
serviços, deve-se desenvolver a Liderança Ativa, ou seja: A Excelência em
Comandar. Gerir pessoas é diferente de gerir produtos. Somente quem aplica no
dia-a-dia toda sua energia criativa, conhecimento e disciplina podem estar
seguro de não ser enganado por falsas impressões ou perder vendas por
percepções equivocadas.

Emilia Vargas-238