Lo que está ocurriendo con la evolución de los vendedores y los compradores, es igual en todo el mundo.
Mientras que los vendedores se parecen cada vez más, y son considerados como genéricos, sin importar el país de origen y el idioma que hablen, los compradores son cada vez más inquisidores al decidirse por un producto, el cual debe estar acompañado de un valor agregado que lo haga diferente al resto de la competencia.
Ese fue el mensaje que dejó el experto estadounidense Neil Rackham a un nutrido auditorio que durante hora y media atendió la invitación de Foros El Espectador en Compensar.
Al iniciar la conferencia, Rackham confesó que no podía mantener más de 10 minutos la concentración y que por ello al exponer un tema tan difícil, como tratar de explicar cómo lograr el éxito en ventas, en un mercado cambiante y cada vez más complejo, decidió dar espacios para que el auditorio pudiera conversar y confrontar los planteamientos que dejaba en el aire.
De esta forma desvertebró el esqueleto del cansancio y el tedio por un tema tan aburrido pero tan importante para la economía de una empresa, una comunidad y una nación.
Rackham explicó que luego de varios análisis y de estudios en el mercadeo de Estados Unidos, se pudo establecer que los compradores lo que están buscando es una trampa de cazar ratones distinta, o la misma trampa para cazar ratones, pero con un valor agregado del vendedor, que permita a la compañía decidir sacar la chequera y cerrar el contrato.
A manera de ejemplo, para explicar este símil, Rackham señaló que hace unos años tres empresas de tecnología, entre las que se encontraba IBM, se disputaban un millonario contrato de Monsanto, que fue entregado a IBM pese a que el valor era US$100 millones más costoso que las otras propuestas. La diferencia fue que Monsanto tenía problemas con la tecnología biológica y eso lo explotó IBM al enviar a un grupo de expertos en nanología, que si bien les costó más, fue el punto de quiebre para que fueran seleccionado. No sólo adquirió el producto que podía ser similar al de sus competidores, sino que adquirió una relación de conocimiento adicional.
“Esto es lo que las compañías deben crear: valores agregados que estén más allá del producto, y no vender por vender, sin saber si la negociación va a ser rentable, sólo por obtener el contrato”, explicó.
La idea de un vendedor es que pueda solucionar problemas de manera creativa y que se diferencie de los otros, es decir, que no se convierta en un genérico, como ocurre con más del 80% de los vendedores del mundo.
Una de las labores de la empresa es crear productos diferenciales, pero si no, hay que invertir en la gente en las fuerzas de venta, con el fin de lograr resultados positivos en las negociaciones.
Mientras que Rackham explicó que una estrategia de mercadeo es determinar cuáles alternativas se deben aplicar para ser más eficiente y productivo. Entre ellas se encuentran la de despedir la fuerza de venta para ahorrar costos y ser competitivos, o incrementar los valores así se pierda clientes, o mezclar las dos anteriores, pero lo que se debe determinar es el valor del producto. Por ello se debe despejar una ecuación sencilla que es restar al beneficio el costo, lo que nos dará el verdadero valor del producto.
Entre tanto, el profesor Alberto Carini, quien presentó la conferencia inicial, señaló que se debe volver a lo básico, a la gente. Que las empresas debe pensar en sus empleados, si realmente están motivados, para que rindan más o son simplemente piezas de carne y hueso que se ajustan de acuerdo con los resultados y que muchas veces se ven reflejados en despidos y más trabajo.
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MindSift Broadens Audience Analytics Platform to Support Marketing Teams Discover and Connect With Ready-to-Buy Audiences
Unified platform unites buyer intelligence, customer matching, shopping signals and omnichannel delivery together to enable brands make more effective marketing choices
Hollis, New Hampshire — 2026 — MindSift, a audience analytics and marketing platform business, today highlighted the expanding evolution of its all-in-one platform engineered to empower marketing teams, revenue departments and brand owners better pinpoint, read and activate priority audiences
The MindSift platform unites consumer and company data, customer matching, website engagement intelligence, segment construction and buyer-intent insights within a shared advertising environment. By connecting these features, MindSift allows teams to shift from buyer research to outreach without relying on separate analytics platforms and growth systems
“Current growth organizations have availability of huge quantities of data, but translating that insight into usable insight is still a serious problem,” said a MindSift spokesperson. “MindSift is focused on making that workflow easier by helping businesses identify the correct buyers, spot relevant purchase data and deploy their insights across the networks they already use.”
Turning Information Into Actionable Customer Intelligence
MindSift delivers use of a vast library of individual and company data that teams can use to develop very focused audiences based on audience, firmographic, behavioral and purchase-intent attributes
The platform’s tools encompass audience building, website visitor matching, profile enhancement, in-market insight and data deployment
Instead of handling these capabilities as distinct growth functions, MindSift brings them together to offer businesses a more integrated view of potential accounts and their likely buying activity
Helping Organizations Recognize Purchase Interest Earlier
A critical element of the MindSift solution is its capacity to help teams identify data points that may indicate heightened demand in a given service, product or area
Teams can leverage these data points to focus on prospects, augment existing customer and lead information and boost the speed and fit of their marketing and sales outreach
MindSift’s OutReach Engine tool further expands this approach by feeding intent data and buying triggers into current CRM and growth tools
Created for Current Data-Led Advertising
MindSift is engineered for companies spanning advertising and sales departments to digital specialists, agencies and brand owners seeking to make better results of owned and partner information
The system delivers multiple essential marketing scenarios, covering:
Building highly specific B2C and B2B segments
Identifying earlier anonymous website users
Expanding current prospect and lead profiles
Spotting purchase-intent insights
Ranking accounts based on important insights
Activating customers across growth and revenue platforms
Linking audience analytics with current enterprise systems
By consolidating these features, MindSift aims to lower the effort needed for converting massive data collections into practical marketing opportunities
About MindSift
MindSift is a audience intelligence and growth software provider offering technology for segment construction, identity matching, engagement intelligence, customer intent, record enhancement and marketing activation. Its technology is created to help marketing teams, sales departments, media specialists and companies transform information into practical audience value
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