{"id":14902,"date":"2025-04-15T13:20:03","date_gmt":"2025-04-15T13:20:03","guid":{"rendered":"https:\/\/improven.com\/?p=14902"},"modified":"2025-06-18T11:36:57","modified_gmt":"2025-06-18T11:36:57","slug":"conocer-cliente-potencial-estrategia-marketing","status":"publish","type":"post","link":"https:\/\/improven.com\/cat\/marketing\/coneixer-client-potencial-estrategia-marqueting\/","title":{"rendered":"Entendre al consumidor. Li importa el que faig?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Coneixes al teu client potencial? Tens un bon producte, tens una bona xarxa de vendes, treballes el punt de venda\u2026 per\u00f2 alguna cosa falla. Els resultats no s\u00f3n els esperats. A qui tirem la culpa?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Els comercials no venen.<\/li>\n\n\n\n<li>El p\u00fablic no m'ent\u00e9n.<\/li>\n\n\n\n<li>El preu no \u00e9s competitiu.<\/li>\n\n\n\n<li>La compet\u00e8ncia va m\u00e9s r\u00e0pid que jo.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Per descomptat pot ser alguna d'aquestes, o una combinaci\u00f3 de diverses, o altres diferents, per\u00f2 la soluci\u00f3 no \u00e9s treballar una d'elles, ni tan sols abordar-les totes de manera individual, sin\u00f3 donar-los un sentit global des del m\u00e0rqueting. I el m\u00e9s clar:<strong> con\u00e8ixer al meu client potencial<\/strong>, i no sols al client que ja tinc, sin\u00f3 <strong>el que necessito per a cr\u00e9ixer<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Amb massa freq\u00fc\u00e8ncia cometem errors d'enfocament en el client, i el problema \u00e9s que no encertem en aquesta reflexi\u00f3, que ha de ser la primera.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hi ha una s\u00e8rie de preguntes clau en aquest nou plantejament:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Qui \u00e9s el meu client actual i per qu\u00e8 em compra?<\/li>\n\n\n\n<li>Qui \u00e9s el meu client potencial i per qu\u00e8 no em compra?<\/li>\n\n\n\n<li>Est\u00e0 el meu producte en els llocs on compra?<\/li>\n\n\n\n<li>Li dono el que necessita o el que jo tinc?<\/li>\n\n\n\n<li>Cobreixo una necessitat real?<\/li>\n\n\n\n<li>Soc diferencial i s\u00e9 explicar-ho?<\/li>\n\n\n\n<li>Els arriba el meu missatge de manera clara?<\/li>\n\n\n\n<li>li importa el que fem?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">A partir d'aquestes preguntes hem de fer una reflexi\u00f3, i aquesta reflexi\u00f3 ha d'estar basada en informaci\u00f3. Una sense l'altra repetir\u00e0 l'error en un bucle negatiu que no ens portar\u00e0 a cap lloc. Fer una <a href=\"https:\/\/improven.com\/cat\/marketing-y-vendes\/\">recerca de mercat<\/a> pot ajudar-te a determinar exactament el teu perfil de p\u00fablic objectiu.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"445\" src=\"https:\/\/improven.com\/wp-content\/uploads\/2025\/04\/PBlog-imagen-destacada-improven-1024x445.png\" alt=\"conocer al cliente\" class=\"wp-image-14904\" style=\"object-fit:cover;width:800px;height:350px\" srcset=\"https:\/\/improven.com\/wp-content\/uploads\/2025\/04\/PBlog-imagen-destacada-improven-1024x445.png 1024w, https:\/\/improven.com\/wp-content\/uploads\/2025\/04\/PBlog-imagen-destacada-improven-300x131.png 300w, https:\/\/improven.com\/wp-content\/uploads\/2025\/04\/PBlog-imagen-destacada-improven-768x334.png 768w, https:\/\/improven.com\/wp-content\/uploads\/2025\/04\/PBlog-imagen-destacada-improven-18x8.png 18w, https:\/\/improven.com\/wp-content\/uploads\/2025\/04\/PBlog-imagen-destacada-improven.png 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Proc\u00e9s per a entendre al consumidor<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Tractarem alguns aspectes clau en aquest proc\u00e9s, de manera que la informaci\u00f3 ben tractada ens doni respostes que ens ajudi a prendre decisions, que es transformaran en accions. La resta ser\u00e0 perdre el temps, i no sortir d'aquest bucle.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Qui \u00e9s qui<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Reflexionem en el p\u00fablic objectiu. El primer pas \u00e9s definir un client ideal, i a partir d'ell segmentar el mercat sota els criteris que m\u00e9s enllacin a la meva proposta (geogr\u00e0fic, demogr\u00e0fic, per edat, per estil de vida, per prefer\u00e8ncies de compra o qualsevol altre criteri que ens permeti investigar).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Despr\u00e9s quantifiquem els segments i constru\u00efm en ells el perfil.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. A quins est\u00edmuls respon<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A partir dels elements i conductes que defineixen cada perfil determinat, a quins est\u00edmuls de compra respon, quines influ\u00e8ncies determinen la seva actitud de compra i d'\u00fas del producte,<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Podem rec\u00f3rrer al model de Pains i Gains, al mapa d'empatia, o qualsevol eina <em>ad hoc<\/em> per a aquesta construcci\u00f3.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. La meva proposta de valor<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c9s el moment d'enlla\u00e7ar les seves necessitats i respostes amb la nostra proposta de valor. Oferim alguna cosa que li importa? Alguna cosa que necessita? Alguna cosa que connecta amb ell?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c9s habitual revisar propostes de valor fora d'aquest focus, desorientades o centrades en les necessitats de l'empresa i no en les seves.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Per no parlar de la diferenciaci\u00f3, tan escassa i mancada de pot\u00e8ncia en si mateixa que dilueix qualsevol acci\u00f3 que pret\u00e9n amagar aquesta falta de personalitat.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"445\" src=\"https:\/\/improven.com\/wp-content\/uploads\/2025\/04\/PBlog-imagen-destacada-improven-1-3-1024x445.png\" alt=\"cliente potencial\" class=\"wp-image-14905\" style=\"object-fit:cover;width:800px;height:350px\" srcset=\"https:\/\/improven.com\/wp-content\/uploads\/2025\/04\/PBlog-imagen-destacada-improven-1-3-1024x445.png 1024w, https:\/\/improven.com\/wp-content\/uploads\/2025\/04\/PBlog-imagen-destacada-improven-1-3-300x131.png 300w, https:\/\/improven.com\/wp-content\/uploads\/2025\/04\/PBlog-imagen-destacada-improven-1-3-768x334.png 768w, https:\/\/improven.com\/wp-content\/uploads\/2025\/04\/PBlog-imagen-destacada-improven-1-3-18x8.png 18w, https:\/\/improven.com\/wp-content\/uploads\/2025\/04\/PBlog-imagen-destacada-improven-1-3.png 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">4. Com enfocar la resposta<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">La resposta a aquesta situaci\u00f3 passa, per descomptat, per investigar el mercat, el p\u00fablic objectiu i la compet\u00e8ncia, per analitzar resultats amb criteris clars, per determinar la nostra proposta i enfocar-la adequadament, i per establir objectius i accions per a cada segment, ja quantificat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aix\u00f2 implica revisar i orientar adequadament l'estrat\u00e8gia de posicionament, que inclou estrat\u00e8gia (de producte, de preu, de promoci\u00f3 i de distribuci\u00f3) i tamb\u00e9 de br\u00e0nding, perqu\u00e8 la marca i els seus continguts associats han d'anar en la mateixa l\u00ednia. No cal deixar caps per lligar.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Qu\u00e8 ocorre despr\u00e9s<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Per descomptat, que aqu\u00ed no acaba tot aix\u00f2. Hem d'analitzar l'impacte de les accions, les respostes de cada segment, de cada canal. Per a aix\u00f2 deurem anteriorment haver plantejat quines dades necessitem per a avaluar aquest impacte i com seran recollits, amb rigor i metodologia.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I sobretot aprendre dels errors, reorientar accions i afinar millor les accions.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6. I qu\u00e8 passar\u00e0 dem\u00e0?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Les accions d'avui, encara que els resultats siguin bons, concordes a l'objectiu establert, no garanteixen necess\u00e0riament els resultats de dem\u00e0. Per aix\u00f2 \u00e9s necessari activar sistemes d'informaci\u00f3 de m\u00e0rqueting, perqu\u00e8 per a aix\u00f2, entre altres coses, est\u00e0 el departament o el responsable, que ens vagin avisant de canvi d'h\u00e0bits, d'estil de vida, noves tend\u00e8ncies, nous materials, noves necessitats que cobrir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I aix\u00ed, predir i enfocar el canvi i l'adaptaci\u00f3, la innovaci\u00f3 i la creativitat. Sempre per davant,<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En Improven. sabem de la import\u00e0ncia d'aquest proc\u00e9s, i com dur-lo a terme. Per aix\u00f2 treballem cada dia a investigar, analitzar, determinar el nostre p\u00fablic objectiu i enfocar cap a ells l'estrat\u00e8gia de posicionament, la proposta de valor i les accions per a portar-les fins al p\u00fablic objectiu. <a href=\"https:\/\/improven.com\/cat\/contacte\/\" target=\"_blank\" rel=\"noreferrer noopener\">Vols con\u00e8ixer com con\u00e8ixer al teu client comercial?<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>\u00bfConoces a tu cliente potencial? Tienes un buen producto, tienes una buena red de ventas, trabajas el punto de venta\u2026 pero algo falla. Los resultados no son los esperados. \u00bfA qui\u00e9n echamos la culpa? Desde luego puede ser alguna de estas, o una combinaci\u00f3n de varias, u otras diferentes, pero la soluci\u00f3n no es trabajar [&hellip;]<\/p>","protected":false},"author":42,"featured_media":14903,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[131,19],"tags":[],"class_list":["post-14902","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articulo","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>C\u00f3mo conocer al cliente potencial, adapta tu estrategia<\/title>\n<meta name=\"description\" content=\"Conocer al cliente potencial es clave para enfocar tu estrategia de marketing y propuesta de valor. \u00a1Descubre c\u00f3mo conectar!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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