{"id":5680,"date":"2020-03-18T10:57:26","date_gmt":"2020-03-18T10:57:26","guid":{"rendered":"https:\/\/cxblog.com\/?p=5680"},"modified":"2022-02-28T10:22:22","modified_gmt":"2022-02-28T10:22:22","slug":"argumentario-comercial-la-clave-del-exito","status":"publish","type":"post","link":"https:\/\/cxblog.com\/es\/argumentario-comercial-la-clave-del-exito\/","title":{"rendered":"Argumentario Comercial: la clave del \u00e9xito"},"content":{"rendered":"\n

A\u00fan con los mejores datos, y sin perjuicio de disponer de la mejor tecnolog\u00eda, una parte
muy significativa del \u00e9xito en cualquier gesti\u00f3n realizada a trav\u00e9s de un contact center
(pero especialmente las llamadas de naturaleza comercial) radica en un adecuado
argumentario.<\/span><\/p>\n\n\n\n


Hubo un tiempo en que un argumentario se trabajaba profusamente desde las m\u00e1s
diversas perspectivas, incluyendo las psicol\u00f3gicas, estableciendo protocolos y m\u00e9todos
(como el AIDA -Atenci\u00f3n, Inter\u00e9s, Deseo, Acci\u00f3n-) que se consolidaron r\u00e1pidamente en
el sector, dejando poco espacio al operador para separarse de las directivas
previamente marcadas, esto es, el argumentario \u201ccient\u00edficamente\u201d preparado.<\/span><\/p>\n\n\n\n

Esto conduc\u00eda, en ocasiones, a que los discursos comerciales careciesen de emoci\u00f3n<\/span>
<\/span>comunicativa, puesto que por la repetici\u00f3n sistem\u00e1tica de las mismas frases los<\/span>
<\/span>operadores actuaban de un modo antinatural y mec\u00e1nico (\u201cun disco rayado\u201d).<\/span>
<\/span>Como en la moda, ese enfoque se fue paulatinamente relajando, dejando cada vez<\/span>
<\/span>m\u00e1s mayor libertad a los operadores para separarse del gui\u00f3n marcado,<\/span>
<\/span>constituy\u00e9ndose el argumentario m\u00e1s en un conjunto de indicaciones, \u201crecorridos\u201d o<\/span>
<\/span>pautas que no en unas frases concretas a ser le\u00eddas\/repetidas.<\/span><\/p>\n\n\n\n

Sin embargo, como en la mayor\u00eda de facetas de la vida, una excesiva relajaci\u00f3n de las
costumbres conduce en demasiadas ocasiones a la p\u00e9rdida de toda formalidad,
lleg\u00e1ndose al extremo de realizar comunicaciones comerciales en tonos inapropiados,
e incluso con escaso respeto a las m\u00e1s elementales normas de educaci\u00f3n.
Y es que, como dec\u00eda un sabio, \u201cPara improvisar bien, hay que ensayar mucho\u201d. Y si bien es necesario que los operadores tengan un amplio margen de maniobra para articular el mensaje comercial de acuerdo no solo a su propia idiosincrasia, sino tambi\u00e9n a la de su interlocutor y al resto de circunstancias, no es menos cierto que ello no puede ser una carta de naturaleza que habilite a tratar a los potenciales clientes de cualquier manera.<\/span><\/p>\n\n\n\n

Para improvisar bien, hay que ensayar mucho<\/p><\/blockquote>\n\n\n\n


Ese equilibrio es vital para la consolidaci\u00f3n del puesto y de la figura de operador y empoderarles como lo que son, el eje central del servicio, puesto que, en estos momentos, ni el \u201cmachine learning\u201d ni la inteligencia artificial permiten (por ahora) realizar ese equilibrio con la maestr\u00eda humana de la que est\u00e1n naturalmente dotados nuestros operadores de contact center, siempre que seamos capaces de suministrarles un buen argumentario, apto para diversas capas de comunicaci\u00f3n, y una adecuada formaci\u00f3n acerca de c\u00f3mo realizar dicha adaptaci\u00f3n\/improvisaci\u00f3n.<\/span><\/p>\n\n\n\n

Seamos expertos en ello, tengamos en cuenta el argumentario<\/p><\/blockquote>\n\n\n\n


<\/span>Un buen argumentario permitir\u00e1, con las aportaciones personales de los operadores basadas en su formaci\u00f3n y experiencia y en los datos (\u00a1cada vez m\u00e1s!) que les suministremos, no solo transmitir el mensaje comercial propio o de la marca, sino propiciar con sus interlocutores una conversaci\u00f3n, un di\u00e1logo con el cliente del que, en su caso, podr\u00e1 nacer la verdadera oportunidad comercial para perfeccionar la venta.<\/span>
<\/span>El poder de la palabra, de la palabra escogida y adecuadamente modulada. Seamos expertos en ello, tengamos en cuenta el argumentario.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

A\u00fan con los mejores datos, y sin perjuicio de disponer de la mejor tecnolog\u00eda, una partemuy significativa del \u00e9xito en cualquier gesti\u00f3n realizada a trav\u00e9s de un contact center(pero especialmente las llamadas de naturaleza comercial) radica en un adecuadoargumentario. Hubo un tiempo en que un argumentario se trabajaba profusamente desde las m\u00e1sdiversas perspectivas, incluyendo las […]<\/p>\n","protected":false},"author":62,"featured_media":6027,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"0","ocean_second_sidebar":"0","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"0","ocean_custom_header_template":"0","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"0","ocean_menu_typo_font_family":"0","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"0","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"off","ocean_gallery_id":[],"footnotes":""},"categories":[123,385],"tags":[343,207,341,132,199,148,154],"class_list":["post-5680","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contact-center-es","category-daniel-vidal-es","tag-atencion-al-cliente","tag-blog","tag-comunicacion","tag-contact-center","tag-cx","tag-digital","tag-tendencias","entry","has-media"],"acf":[],"yoast_head":"\nArgumentario Comercial: la clave del \u00e9xito | CXBlog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cxblog.com\/es\/argumentario-comercial-la-clave-del-exito\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Argumentario Comercial: la clave del \u00e9xito\" \/>\n<meta property=\"og:description\" content=\"A\u00fan con los mejores datos, y sin perjuicio de disponer de la mejor tecnolog\u00eda, una partemuy significativa del \u00e9xito en cualquier gesti\u00f3n realizada a trav\u00e9s de un contact center(pero especialmente las llamadas de naturaleza comercial) radica en un adecuadoargumentario. 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