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En el mercado del día de hoy existen miles de alternativas del producto que sea: café, maquillaje, jabones, ropa, comida, etc. Por ello los emprendedores que quieran que su negocio persista a lo largo del tiempo tienen que tener muy claro cómo van a diferenciarse del resto de su competencia. Es decir, deben poder contestar esta pregunta: ¿por qué tus consumidores te van a elegir a ti y no al comercio de al lado?
Si tu respuesta está basada en el precio podrías estar bloqueando el crecimiento de tu negocio. El problema es que cuando el único beneficio que tus clientes reciben es un precio bajo, es probable que un día llegue alguien con un precio aún más bajo que el tuyo. Por ello, solo tendrás dos opciones: a) intentar competir con los mismos precios (lo que afectaría tu rentabilidad) o b) analizar de qué forma puedes añadir otros beneficios.
Para que no busques más, te compartimos algunos beneficios que puedes implementar en la operación de tu negocio y que generarán un valor agregado a tus servicios o productos.
Asesorías personalizadas
Existen personas que cobran por asesorar gracias a sus conocimientos sobre contabilidad, psicología, comunicación o medicina. En principio lo que hacen es brindar asesorías a sus clientes, y este concepto lo puedes implementar en tu negocio. Es decir, darle la opción a los consumidores de obtener conocimientos especializados sobre el producto o servicio.
Por ejemplo, si vendes plantas entonces puedes ayudarles a los visitantes de tu negocio consejos sobre la especie de la planta, cuidados etc. También si haces envíos a domicilio, cuando entregues las plantas, dale recomendaciones a tus clientes de dónde se vería mejor, para ello podrías leer sobre decoración de interiores. De esta forma tu servicio puede ser percibido como algo más sofisticado y te posicionas como experto en temas relacionados a tus productos.
Programas de clientes frecuentes
El valor agregado de tus productos o servicios no sólo debe ayudarte a conseguir nuevos clientes, sino también a que se conviertan en clientes frecuentes. Si deseas implementar algún beneficio para que las personas que ya te compraron lo vuelva a hacer, ten en mente esta lógica:
El chiste es que los consumidores sientan que mientras más compren más valioso será el servicio ya sea por el precio, los beneficios o los artículos que reciban. Un buen ejemplo de esto son los puntos que acumulas cuando usas tu tarjeta de crédito pues los puedes usar para “pagar” otras compras. Otro ejemplo de este mismo caso, es el servicio de “concierge” que algunos bancos ofrecen a los tarjetahabientes con mayor línea de crédito.
Incluye servicios o productos extra
Sabemos que pensar en nuevos productos o servicios es una tarea complicada pero no tiene que serlo. Para ello puedes crear alianzas con otros emprendedores y añadir sus productos a tu aparador. Retomando el ejemplo de las plantas, puedes aliarte con artesanos o artistas locales para ofrecer sus piezas. De esa manera, tienes la posibilidad de atraer a más clientes.
Otro buen ejemplo de esto son las tiendas de conveniencia pues antes sólo ibas por las papitas, el refresco, aceite, etc. Ahora también acudes para pagar servicios, realizar recargas telefónicas e incluso para comprar tarjetas con saldo precargado para usar otras plataformas como Amazon, Xbox, entre otras.
De hecho, vender tiempo aire es bastante sencillo pues no implica ninguna inversión extra y recibes una comisión por venderlas. Sólo analiza bien las opciones porque algunos proveedores te piden que compres “saldo al mayoreo” para después revender. Afortunadamente existen otros negocios donde no necesitas comprar y solo recibes tu comisión por el simple hecho de que las personas puedan recargar saldo en su línea telefónica.
En conclusión
Estas son algunas de las formas más sencillas de añadir valor agregado a tu negocio. Por supuesto existen otras como programas de recompensa donde divides a los clientes por niveles como “Oro”, Plata” y “Bronce” pero esto no es aplicable para todos los giros de negocio.
De todas formas, para implementar cualquier idea nueva o estés en busca de una, lo recomendable es que realices una encuesta para que tus clientes te indiquen en qué estás haciendo bien, qué debe mejorar y qué cosas nuevas les gustaría ver en tu negocio. Es más, si quieres implementar una de las ideas que te compartimos en este artículo, investiga en esta encuesta qué tanto les interesaría a tus clientes actuales.
Bloguera de hueso colorado desde el 2008. Porqué siempre hay algo que decir yes@elblogdeyes.com
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