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03, noviembre | 29 Comentarios

Todo empieza y termina en esta palabra. Una palabra que en una sociedad como la española ha sido tradicionalmente denostada, no hay más que ver gran parte de los significados que expresa la RAE.  Vender en España nunca tuvo buena fama, buena percepción. Así que siempre hemos evitado confesar que eso, es lo que hacemos. Casi que si tu objetivo es vender debes pedir perdón.

Vender es algo de lo que nunca nadie ha presumido. Vender es una profesión de gente de poco pelo, de gente que trata de engañarte, de gente que no ha sido capaz de hacer nada más honorable.  De hecho cuando se busca trabajo y no se encuentra lo que se busca siempre se dice “buscaban gente para vender”.

Pero lo cierto es que sin vender nada es posible. Y más si hablamos del negocio de la comunicación. Sin ventas no hay medios y sin medios no hay una sociedad independiente y libre.

Me van a perdonar muchos de los que tradicionalmente no han querido verse contaminados de los vendedores de publicidad  pero creo necesario afirmar que “el objetivo de toda comunicación es vender”. No se engañen VENDER.

La realidad es que sin vender estamos muertos. Porque se venden ideas tanto como productos. Comportamientos adecuados como vicios y malos hábitos. Buenos y malos servicios. Organizaciones éticas y corruptas. Todo se vende. Otra cosas es el precio que se está dispuesto a pagar. Por eso no todo lo que se vende se compra. Y ese empieza a ser el punto de inicio de este escrito.

Nuestro trabajo es ayudar a VENDER y para ello usamos la COMUNICACIÓN. Porque para vender hoy, no es suficiente ser bueno y hacerlo muy bien además has de saberlo vender.

Para ello el primer paso es saber QUIEN eres y QUE aportas que no aporte el vecino. Aunque nos parezca obvio no solemos ser conscientes de lo que somos y nuestro valor diferencial. A nadie se le escapa que solemos pasarnos la vida queriendo ser lo que no somos y esa la causa de la mayor parte de nuestros fracasos.

Necesitamos saber eso para conocer qué podemos hacer en nuestro entorno, con qué principios y con qué compañeros. Y cuando ya sabes todo eso, entonces has de empezar a compartirlo no solo con tu gente, con tus proveedores, con tus socios, con tus clientes o con la sociedad, quizá también tengamos que empezar a hacerlo con nuestra competencia para empezar a cooperar con ella.

HOY más que nunca necesitamos VENDER porque necesitamos persuadir. Eso si hacerlo desde la honestidad, la excelencia, el servicio, el compromiso y buscando el bien común.

Desgraciadamente en el pasado vender era visto por muchos como lo opuesto. En ese sentido me quedo con los consejos de Og Mandino en “El Vendedor más grande del mundo”. Y de sus 10 claves o pergaminos me quedo con el 7 y de él con la frase “Me reiré de mis fracasos y se desvanecerán. Me reiré de mis éxitos y quedarán reducidos a su verdadero valor.”

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