{"id":3442,"date":"2021-05-13T06:37:07","date_gmt":"2021-05-13T06:37:07","guid":{"rendered":"https:\/\/www.iese.edu\/standout\/?p=3442"},"modified":"2024-03-04T09:49:02","modified_gmt":"2024-03-04T09:49:02","slug":"direccion-comercial-excelente","status":"publish","type":"post","link":"https:\/\/www.iese.edu\/standout\/es\/direccion-comercial-excelente\/","title":{"rendered":"C\u00f3mo ser un director comercial excelente en un entorno cambiante"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row css=\u00bb.vc_custom_1559140963143{margin-top: 0px !important;margin-bottom: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}\u00bb][vc_column css=\u00bb.vc_custom_1559216895048{margin-top: 0px !important;margin-bottom: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}\u00bb][vc_column_text css_animation=\u00bbbottom-to-top\u00bb]<span data-contrast=\"auto\">\u201c<\/span><span data-contrast=\"auto\">O cambias o te cambian<\/span><span data-contrast=\"auto\">\u201d<\/span><span data-contrast=\"auto\">, se\u00f1ala\u202f<\/span><a href=\"https:\/\/www.iese.edu\/es\/claustro-investigacion\/claustro\/cosimo-chiesa\/\"><b><span data-contrast=\"auto\">Cosimo<\/span><\/b><b><span data-contrast=\"auto\">\u00a0Chiesa<\/span><\/b><\/a><span data-contrast=\"auto\">, profesor de Direcci\u00f3n Comercial del IESE<\/span><span data-contrast=\"auto\">. En un entorno vol\u00e1til y complejo,\u202f<\/span><b><span data-contrast=\"auto\">el director comercial\u00a0<\/span><\/b><b><span data-contrast=\"auto\">ha de<\/span><\/b><b><span data-contrast=\"auto\">\u00a0ser capaz de gestionar el cambio continuo y de innovar\u202f<\/span><\/b><span data-contrast=\"auto\">para dar respuesta a las nuevas necesidades que\u00a0<\/span><span data-contrast=\"auto\">aparecen<\/span><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:255,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Adem\u00e1s,\u00a0<\/span><span data-contrast=\"auto\">es cr\u00edtico que\u00a0<\/span><span data-contrast=\"auto\">la empresa\u00a0<\/span><span data-contrast=\"auto\">cuente<\/span><span data-contrast=\"auto\">\u00a0con equipos de venta excelentes y comprometidos, pues ellos son la imagen de la compa\u00f1\u00eda y\u00a0<\/span><span data-contrast=\"auto\">sus mejores embajadores<\/span><span data-contrast=\"auto\">\u00a0de marca<\/span><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:255,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">4 c<\/span><\/b><b><span data-contrast=\"auto\">ompetencias<\/span><\/b><b><span data-contrast=\"auto\">\u00a0clave\u00a0<\/span><\/b><b><span data-contrast=\"auto\">para<\/span><\/b><b><span data-contrast=\"auto\">\u00a0dirigir al equipo de ventas<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Tener una actitud positiva ante los retos que supone un escenario competitivo es esencial para convertir<\/span><span data-contrast=\"auto\">t<\/span><span data-contrast=\"auto\">e en un director comercial excelente, pero \u00bfqu\u00e9 otras competencias\u00a0<\/span><span data-contrast=\"auto\">son esenciales<\/span><span data-contrast=\"auto\">\u00a0para conseguir el mayor rendimiento de\u00a0<\/span><span data-contrast=\"auto\">t<\/span><span data-contrast=\"auto\">u equipo?<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:255,&quot;335559740&quot;:240}\">\u00a0<\/span>[\/vc_column_text]<div class=\"clearboth\"><\/div><style>#thegem-divider-69f26601120f2 {margin-top: 80px !important;}<\/style><div id=\"thegem-divider-69f26601120f2\" class=\"gem-divider  \" style=\"\" ><\/div>[\/vc_column][\/vc_row][vc_row css=\u00bb.vc_custom_1559140963143{margin-top: 0px !important;margin-bottom: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}\u00bb][vc_column css=\u00bb.vc_custom_1559216895048{margin-top: 0px !important;margin-bottom: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}\u00bb][vc_column_text css_animation=\u00bbbottom-to-top\u00bb]<\/p>\n<h3 class=\"title-h3\"><span class=\"subrat\">1.<\/span> <strong><span class=\"TextRun SCXW35323149 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW35323149 BCX0\" data-ccp-charstyle=\"Strong\"><span class=\"TextRun SCXW124755677 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW124755677 BCX0\" data-ccp-charstyle=\"Strong\">Definir la estrategia comercial global de la empresa<\/span><\/span><\/span><\/span><\/strong><\/h3>\n<p><span class=\"TextRun SCXW141126202 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW141126202 BCX0\"><span class=\"TextRun SCXW105838264 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW105838264 BCX0\" data-ccp-parastyle=\"Normal (Web)\">Tu\u00a0<\/span><\/span><span class=\"TextRun SCXW105838264 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW105838264 BCX0\" data-ccp-parastyle=\"Normal (Web)\">principal<\/span><\/span><span class=\"TextRun SCXW105838264 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW105838264 BCX0\" data-ccp-parastyle=\"Normal (Web)\">\u00a0<\/span><\/span><span class=\"TextRun SCXW105838264 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW105838264 BCX0\" data-ccp-parastyle=\"Normal (Web)\">funci\u00f3n\u00a0<\/span><\/span><span class=\"TextRun SCXW105838264 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW105838264 BCX0\" data-ccp-parastyle=\"Normal (Web)\">como\u00a0<\/span><\/span><span class=\"TextRun SCXW105838264 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW105838264 BCX0\" data-ccp-parastyle=\"Normal (Web)\">director comercial<\/span><\/span><span class=\"TextRun SCXW105838264 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW105838264 BCX0\" data-ccp-parastyle=\"Normal (Web)\">\u00a0es marcar las directrices comerciales de la empresa.\u00a0<\/span><\/span><strong><span class=\"TextRun SCXW105838264 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW105838264 BCX0\" data-ccp-parastyle=\"Normal (Web)\">La estrategia comercial de la compa\u00f1\u00eda deber\u00eda\u00a0<\/span><\/span><span class=\"TextRun SCXW105838264 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW105838264 BCX0\" data-ccp-parastyle=\"Normal (Web)\">integrar tanto los canales presenciales como los digitales<\/span><\/span><\/strong><span class=\"TextRun SCXW105838264 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW105838264 BCX0\" data-ccp-parastyle=\"Normal (Web)\">, seg\u00fan convenga. En muchos sectores, como el de los seguros o el farmac\u00e9utico, las redes sociales\u00a0<\/span><\/span><span class=\"TextRun SCXW105838264 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW105838264 BCX0\" data-ccp-parastyle=\"Normal (Web)\">ofrecen grandes oportunidades para conocer mejor a los clientes, pero el contacto cara a cara todav\u00eda sigue siendo esencial para cerrar el proceso de venta.<\/span><\/span><span class=\"EOP SCXW105838264 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:255,&quot;335559740&quot;:240}\">\u00a0<\/span><\/span><\/span><\/p>\n<h3 class=\"title-h3\"><span class=\"subrat\">2.<\/span> <strong><span class=\"TextRun SCXW35323149 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW35323149 BCX0\" data-ccp-charstyle=\"Strong\"><span class=\"TextRun SCXW125010653 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW125010653 BCX0\" data-ccp-charstyle=\"Strong\"><span class=\"TextRun BCX0 SCXW244738319\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun BCX0 SCXW244738319\" data-ccp-charstyle=\"Strong\">Dise\u00f1ar, dirigir y motivar a la red de ventas<\/span><\/span><\/span><\/span><\/span><\/span><\/strong><\/h3>\n<p><span class=\"TextRun SCXW131089163 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW131089163 BCX0\"><span class=\"TextRun SCXW103054641 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW103054641 BCX0\" data-ccp-parastyle=\"Normal (Web)\">Como buen l\u00edder, ha<\/span><\/span><span class=\"TextRun SCXW103054641 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW103054641 BCX0\" data-ccp-parastyle=\"Normal (Web)\">s<\/span><\/span><span class=\"TextRun SCXW103054641 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW103054641 BCX0\" data-ccp-parastyle=\"Normal (Web)\">\u00a0de ser capaz de ganar<\/span><\/span><span class=\"TextRun SCXW103054641 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW103054641 BCX0\" data-ccp-parastyle=\"Normal (Web)\">t<\/span><\/span><span class=\"TextRun SCXW103054641 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW103054641 BCX0\" data-ccp-parastyle=\"Normal (Web)\">e el respeto y el compromiso de\u00a0<\/span><\/span><span class=\"TextRun SCXW103054641 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW103054641 BCX0\" data-ccp-parastyle=\"Normal (Web)\">t<\/span><\/span><span class=\"TextRun SCXW103054641 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW103054641 BCX0\" data-ccp-parastyle=\"Normal (Web)\">u equipo sin imponer<\/span><\/span><span class=\"TextRun SCXW103054641 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW103054641 BCX0\" data-ccp-parastyle=\"Normal (Web)\">t<\/span><\/span><span class=\"TextRun SCXW103054641 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW103054641 BCX0\" data-ccp-parastyle=\"Normal (Web)\">e. M\u00e1s all\u00e1 de los\u00a0<\/span><\/span><span class=\"TextRun SCXW103054641 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW103054641 BCX0\" data-ccp-parastyle=\"Normal (Web)\">bonus<\/span><\/span><span class=\"TextRun SCXW103054641 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW103054641 BCX0\" data-ccp-parastyle=\"Normal (Web)\">\u00a0y comisiones,\u202f<\/span><\/span><strong><span class=\"TextRun SCXW103054641 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW103054641 BCX0\" data-ccp-charstyle=\"Strong\">el liderazgo emocional es\u00a0<\/span><\/span><span class=\"TextRun SCXW103054641 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW103054641 BCX0\" data-ccp-charstyle=\"Strong\">tu mejor baza<\/span><\/span><span class=\"TextRun SCXW103054641 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW103054641 BCX0\" data-ccp-charstyle=\"Strong\">\u00a0para<\/span><\/span><span class=\"TextRun SCXW103054641 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW103054641 BCX0\" data-ccp-parastyle=\"Normal (Web)\">\u202f<\/span><\/span><span class=\"TextRun SCXW103054641 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW103054641 BCX0\" data-ccp-charstyle=\"Strong\">motivar y fidelizar a la red de ventas<\/span><\/span><\/strong><span class=\"TextRun SCXW103054641 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW103054641 BCX0\" data-ccp-charstyle=\"Strong\">.<\/span><\/span><span class=\"EOP SCXW103054641 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:255,&quot;335559740&quot;:240}\">\u00a0<\/span><\/span><\/span><\/p>\n<h3 class=\"title-h3\"><span class=\"subrat\">3.<\/span> <strong><span class=\"TextRun SCXW35323149 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW35323149 BCX0\" data-ccp-charstyle=\"Strong\"><span class=\"TextRun BCX0 SCXW165784885\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"none\"><span class=\"NormalTextRun BCX0 SCXW165784885\" data-ccp-charstyle=\"Strong\"><span class=\"TextRun SCXW85367422 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW85367422 BCX0\" data-ccp-charstyle=\"Strong\">Impulsar la mejora continua<\/span><\/span><\/span><\/span><\/span><\/span><\/strong><\/h3>\n<p><span class=\"TextRun SCXW23399883 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW23399883 BCX0\"><span class=\"TextRun SCXW268241498 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW268241498 BCX0\" data-ccp-charstyle=\"Strong\">La formaci\u00f3n continua permite alcanzar el m\u00e1ximo desarrollo de los equipos<\/span><\/span><span class=\"TextRun SCXW268241498 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW268241498 BCX0\" data-ccp-parastyle=\"Normal (Web)\">, porque n<\/span><\/span><span class=\"TextRun SCXW268241498 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW268241498 BCX0\" data-ccp-parastyle=\"Normal (Web)\">o solo les prepara para ser m\u00e1s\u00a0<\/span><\/span><span class=\"TextRun SCXW268241498 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"ContextualSpellingAndGrammarError SCXW268241498 BCX0\" data-ccp-parastyle=\"Normal (Web)\">competentes<\/span><\/span><span class=\"TextRun SCXW268241498 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW268241498 BCX0\" data-ccp-parastyle=\"Normal (Web)\">\u00a0sino que les ayuda a crecer como profesionales.\u00a0<\/span><\/span><span class=\"TextRun SCXW268241498 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW268241498 BCX0\" data-ccp-parastyle=\"Normal (Web)\">I<\/span><\/span><span class=\"TextRun SCXW268241498 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW268241498 BCX0\" data-ccp-parastyle=\"Normal (Web)\">mpulsa la mejora continua de\u00a0<\/span><\/span><span class=\"TextRun SCXW268241498 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW268241498 BCX0\" data-ccp-parastyle=\"Normal (Web)\">tus<\/span><\/span><span class=\"TextRun SCXW268241498 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW268241498 BCX0\" data-ccp-parastyle=\"Normal (Web)\">\u00a0colaboradores<\/span><\/span><span class=\"TextRun SCXW268241498 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW268241498 BCX0\" data-ccp-parastyle=\"Normal (Web)\">\u00a0y as\u00ed estar\u00e1n<\/span><\/span><span class=\"TextRun SCXW268241498 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW268241498 BCX0\" data-ccp-parastyle=\"Normal (Web)\">\u00a0preparados para dar respuesta a las necesidades cambiantes del mercado y de los clientes.<\/span><\/span><span class=\"EOP SCXW268241498 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:255,&quot;335559740&quot;:240}\">\u00a0<\/span><\/span><\/span><\/p>\n<h3 class=\"title-h3\"><span class=\"subrat\">4.<\/span> <strong><span class=\"TextRun SCXW35323149 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW35323149 BCX0\" data-ccp-charstyle=\"Strong\"><span class=\"TextRun BCX0 SCXW678507\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"none\"><span class=\"NormalTextRun BCX0 SCXW678507\" data-ccp-charstyle=\"Strong\"><span class=\"TextRun BCX0 SCXW145630783\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun BCX0 SCXW145630783\" data-ccp-parastyle=\"Normal (Web)\">Fomentar la venta consultiva<\/span><\/span><\/span><\/span><\/span><\/span><\/strong><\/h3>\n<p><span class=\"TextRun SCXW43904074 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW43904074 BCX0\"><span class=\"TextRun SCXW185852249 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW185852249 BCX0\" data-ccp-parastyle=\"Normal (Web)\">Para lograr la <\/span><\/span><span class=\"TextRun SCXW185852249 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW185852249 BCX0\" data-ccp-parastyle=\"Normal (Web)\">excelencia comercial<\/span><\/span><span class=\"TextRun SCXW185852249 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW185852249 BCX0\" data-ccp-parastyle=\"Normal (Web)\">\u00a0hay que pasar del concepto de venta tradicional<\/span><\/span><span class=\"TextRun SCXW185852249 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW185852249 BCX0\" data-ccp-parastyle=\"Normal (Web)\">, que se enfoca<\/span><\/span><span class=\"TextRun SCXW185852249 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW185852249 BCX0\" data-ccp-parastyle=\"Normal (Web)\">\u00a0en el precio<\/span><\/span><span class=\"TextRun SCXW185852249 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW185852249 BCX0\" data-ccp-parastyle=\"Normal (Web)\">\u00a0y las promociones<\/span><\/span><span class=\"TextRun SCXW185852249 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW185852249 BCX0\" data-ccp-parastyle=\"Normal (Web)\">, a un enfoque de\u202f<\/span><\/span><span class=\"TextRun SCXW185852249 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW185852249 BCX0\" data-ccp-charstyle=\"Strong\">venta consultiva<\/span><\/span><span class=\"TextRun SCXW185852249 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW185852249 BCX0\" data-ccp-charstyle=\"Strong\">,<\/span><\/span><span class=\"TextRun SCXW185852249 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW185852249 BCX0\" data-ccp-parastyle=\"Normal (Web)\">\u202f<\/span><\/span><span class=\"TextRun SCXW185852249 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW185852249 BCX0\" data-ccp-parastyle=\"Normal (Web)\">centrado en<\/span><\/span><span class=\"TextRun SCXW185852249 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW185852249 BCX0\" data-ccp-parastyle=\"Normal (Web)\">\u00a0<\/span><\/span><span class=\"TextRun SCXW185852249 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW185852249 BCX0\" data-ccp-parastyle=\"Normal (Web)\">la\u00a0<\/span><\/span><span class=\"TextRun SCXW185852249 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW185852249 BCX0\" data-ccp-parastyle=\"Normal (Web)\">capacidad de escuchar al cliente y fidelizarlo.<\/span><\/span><span class=\"EOP SCXW185852249 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:255,&quot;335559740&quot;:240}\">\u00a0<\/span><\/span><\/span>[\/vc_column_text]<div class=\"clearboth\"><\/div><style>#thegem-divider-69f266011213a {margin-top: 80px !important;}<\/style><div id=\"thegem-divider-69f266011213a\" class=\"gem-divider  \" style=\"\" ><\/div>[\/vc_column][\/vc_row][vc_row][vc_column]<div style=''  class=\"gem-quote gem-quote-style-default custom-color-blockqute-mark-added\" ><blockquote  ><b><span data-contrast=\"auto\">\u201cTenemos que avanzar hacia una figura de vendedor-consultor, que se plantea la venta c<\/span><\/b><b><span data-contrast=\"auto\">omo una relaci\u00f3n con su cliente<\/span><\/b><b><span data-contrast=\"auto\">\u201d<\/span><\/b><b><span data-contrast=\"auto\">.<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:255,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Cosimo<\/span><span data-contrast=\"auto\">\u00a0Chiesa, profesor del IESE<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:255,&quot;335559740&quot;:240}\">\u00a0<\/span><\/blockquote><span style=color:#ff0000;  class=\"custom-color-blockqute-mark\">&#xe60c;<\/span><\/div>[\/vc_column][\/vc_row][vc_row][vc_column]<div class=\"clearboth\"><\/div><style>#thegem-divider-69f2660112188 {margin-top: 80px !important;}<\/style><div id=\"thegem-divider-69f2660112188\" class=\"gem-divider  \" style=\"\" ><\/div>[vc_column_text]<\/p>\n<h2><b><span data-contrast=\"auto\">Convi\u00e9rtete en el mejor<\/span><\/b><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><b><span data-contrast=\"auto\">\u201cvendedor consultor\u201d\u00a0<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:255,&quot;335559740&quot;:240}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Vender es el arte de convencer. Pero\u202f<\/span><span data-contrast=\"auto\">persuadir al cliente de que\u202f<\/span><i><span data-contrast=\"auto\">tu<\/span><\/i><b><span data-contrast=\"auto\">\u202f<\/span><\/b><span data-contrast=\"auto\">producto es\u202f<\/span><i><span data-contrast=\"auto\">su<\/span><\/i><b><i><span data-contrast=\"auto\">\u202f<\/span><\/i><\/b><span data-contrast=\"auto\">producto<\/span><span data-contrast=\"auto\">, el mejor y, sobre todo,\u202f<\/span><span data-contrast=\"auto\">el que necesita<\/span><span data-contrast=\"auto\">,<\/span><span data-contrast=\"auto\">\u00a0exige una enorme habilidad y conocimiento de las t\u00e9cnicas comerciales. Como en muchos otros \u00e1mbitos de la econom\u00eda, y de la vida,\u00a0<\/span><span data-contrast=\"auto\">en la venta\u00a0<\/span><span data-contrast=\"auto\">nada\u00a0<\/span><span data-contrast=\"auto\">deber\u00eda dejarse<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">en manos<\/span><span data-contrast=\"auto\">\u00a0de la improvisaci\u00f3n.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:255,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Las transformaciones de v\u00e9rtigo que se\u00a0<\/span><span data-contrast=\"auto\">est\u00e1n produciendo\u00a0<\/span><span data-contrast=\"auto\">en el nuevo ecosistema<\/span><span data-contrast=\"auto\">\u00a0comercial<\/span><span data-contrast=\"auto\">, desde el\u202f<\/span><i><span data-contrast=\"auto\">e-<\/span><\/i><i><span data-contrast=\"auto\">commerce<\/span><\/i><span data-contrast=\"auto\">\u202fhasta la sofisticaci\u00f3n del cliente, pasando por una competencia feroz, obligan a replantear<\/span><span data-contrast=\"auto\">se<\/span><span data-contrast=\"auto\">\u00a0los m\u00e9todos y sistemas de gesti\u00f3n de ventas.<\/span><span data-contrast=\"auto\">\u00a0<\/span><b><span data-contrast=\"auto\">Ya no es suficiente con vender y satisfacer las necesidades puntuales de los compradores,\u00a0<\/span><\/b><b><span data-contrast=\"auto\">tienes<\/span><\/b><b><span data-contrast=\"auto\">\u00a0que fidelizarlos<\/span><\/b><span data-contrast=\"auto\">, como siempre, pero en medio de una ola de competencia\u00a0<\/span><span data-contrast=\"auto\">creciente<\/span><span data-contrast=\"auto\">.\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:255,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Por eso,\u00a0<\/span><b><span data-contrast=\"auto\">para obtener buenos resultados de ventas, conviene evolucionar desde el concepto de venta tradicional al concepto de venta consultiva.<\/span><\/b><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">E<\/span><span data-contrast=\"auto\">l vendedor consultor\u00a0<\/span><span data-contrast=\"auto\">p<\/span><span data-contrast=\"auto\">regunta, escucha, conoce la competencia y detecta las necesidades de sus clientes. Pero, sobre todo,\u00a0<\/span><span data-contrast=\"auto\">s<\/span><span data-contrast=\"auto\">e gu\u00eda\u00a0<\/span><span data-contrast=\"auto\">por su<\/span><span data-contrast=\"auto\">\u00a0entusiasmo<\/span><span data-contrast=\"auto\">, se apasiona<\/span><span data-contrast=\"auto\">\u00a0por su trabajo<\/span><span data-contrast=\"auto\">\u00a0y es capaz de transmitir esta emoci\u00f3n a sus interlocutores.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:255,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cT<\/span><span data-contrast=\"auto\">enemos que\u00a0<\/span><span data-contrast=\"auto\">avanzar<\/span><span data-contrast=\"auto\">\u00a0hacia\u00a0<\/span><span data-contrast=\"auto\">una figura de<\/span><span data-contrast=\"auto\">\u00a0vendedor-consultor, que se plantea la venta como una relaci\u00f3n con su cliente.\u00a0<\/span><span data-contrast=\"auto\">Que<\/span><span data-contrast=\"auto\">\u00a0si ve que no hay posibilidad de venta, no insiste<\/span><span data-contrast=\"auto\">; p<\/span><span data-contrast=\"auto\">ero que si vende, fideliza\u201d<\/span><span data-contrast=\"auto\">,\u00a0<\/span><span data-contrast=\"auto\">explica\u00a0<\/span><span data-contrast=\"auto\">Cosimo<\/span><span data-contrast=\"auto\">\u00a0Chiesa<\/span><span data-contrast=\"auto\">, autor de numerosos libros sobre ventas, como\u00a0<\/span><i><span data-contrast=\"auto\">Vender es mucho m\u00e1s<\/span><\/i><span data-contrast=\"auto\">\u00a0o\u202f<\/span><i><span data-contrast=\"auto\">Fidelizando para Fidelizar<\/span><\/i><i><span data-contrast=\"auto\">.<\/span><\/i><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:255,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span data-contrast=\"auto\">Para alcanzar la<\/span><span data-contrast=\"auto\">\u00a0excelencia comercial y<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">ser<\/span><span data-contrast=\"auto\">\u00a0el mejor vendedor-consultor,\u00a0<\/span><span data-contrast=\"auto\">n<\/span><span data-contrast=\"auto\">o puedes perderte\u00a0<\/span><span data-contrast=\"auto\">el programa\u00a0<\/span><span data-contrast=\"auto\">enfocado del IESE<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><a href=\"https:\/\/execedprograms.iese.edu\/es\/marketing-direccion-ventas\/equipo-ventas-excelente\/\"><span data-contrast=\"none\">Lograr un equipo de ventas excelente<\/span><\/a><span data-contrast=\"auto\">. Aprender\u00e1s<\/span><span data-contrast=\"auto\">\u00a0a aplicar la inteligencia emocional para\u00a0<\/span><span data-contrast=\"auto\">convertirte en<\/span><span data-contrast=\"auto\">\u00a0el director comercial que siempre has querido ser<\/span><span data-contrast=\"auto\">, capaz de obtener\u00a0<\/span><span data-contrast=\"auto\">el m<\/span><span data-contrast=\"auto\">ayor\u00a0<\/span><span data-contrast=\"auto\">rendimiento de\u00a0<\/span><span data-contrast=\"auto\">t<\/span><span data-contrast=\"auto\">u equipo<\/span><span data-contrast=\"auto\">\u00a0de ventas.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:255,&quot;335559740&quot;:240}\">\u00a0<\/span>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row css=\u00bb.vc_custom_1559140963143{margin-top: 0px !important;margin-bottom: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}\u00bb][vc_column css=\u00bb.vc_custom_1559216895048{margin-top: 0px !important;margin-bottom: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}\u00bb][vc_column_text css_animation=\u00bbbottom-to-top\u00bb]\u201cO&#8230;<\/p>\n","protected":false},"author":4,"featured_media":3715,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[108],"tags":[60],"class_list":{"0":"post-3442","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-general-es","8":"tag-skills-es"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>C\u00f3mo ser un director comercial excelente en un entorno cambiante<\/title>\n<meta name=\"description\" content=\"Para lograr la excelencia, el director comercial ha de ser capaz de gestionar el cambio continuo. 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