Emprendedores en pandemia: ¿Cómo potenciar tu negocio?

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Por Trinidad López

La pandemia trajo algo más que una larga cuarentena. Fue, y es, la oportunidad que muchos encontraron para lanzar sus emprendimientos, y otros, simplemente para buscarle la vuelta a lo que ya venían haciendo. La digitalización y el comercio on line han llegado para quedarse, tanto como el home office, y potenciar el negocio de cada uno no es difícil, sólo requiere conocer algunas técnicas y utilizar las redes sociales y las empresas especiales de forma eficiente.

Tan importante se ha vuelto el negocio digital, que la Cámara Argentina de Comercio Electrónico (CACE) informó que el eCommerce creció un 106% en 2020 y se espera que lo siga haciendo a ritmos acelerados durante 2021. Así que si tenés un negocio o un servicio para ofrecer, esta nota es para vos.

Hay un antes y un después de la pandemia, y la venta de productos y servicios no va a volver a ser igual. Desde panaderías, clases de música, de baile, servicios profesionales, todo se puede comprar y vender hoy por internet, lo importante es definir tu negocio y tus clientes. Aquí van algunas claves.

  1. Desarrollar tu propuesta de negocios

Es importante saber muy bien qué quiero ofrecer y a quienes. Siempre es preferible empezar de a poco e ir midiendo los alcances de lo que estamos haciendo para luego poder dar saltos más firmes y expandir nuestra marca. El posicionamiento de un negocio o una marca no es una tarea sencilla, es lo que requiere el mayor esfuerzo en el primer momento, y a lo que hay aplicar toda nuestra energía. Los resultados irán llegando solos si sabemos quiénes somos y adónde vamos.

Esto implica también conocer a nuestra competencia, y poder encontrar el lugar en el cual posicionarnos y ofrecer algo diferente a lo que otros ya ofrecen. No se trata de destronar a nadie, ni de temer competir contra grandes empresas, sino buscar aquello que nos hace diferente.

Un buen ejemplo de esto son los y las diseñadoras de moda, quienes produce prendas específicas y personalizadas para un público que quiere consumirlas, y que es una opción original que distingue al usuario con prendas que no se consiguen en cualquier casa de ropa. Y si bien se compite en un mercado dominado por grandes marcas, la diferenciación está en qué lo que ofrecen estos diseñadores no son productos estandarizados, sino algo único que distingue al usuario de una prenda. La personalización de los productos es algo que hoy buscan activamente los consumidores.

2. Comunicar nuestra idea

Muchas veces sucede que tenemos una idea excelente, o un producto de calidad, pero no sabemos como ofrecerlo, o los canales de la comunicación están tan saturados que se hace difícil entrar y terminamos fracasando o abandonando el proyecto. Para esto también hay alternativas, y muchas son soluciones creativas.

No tenemos porque emprender solos, hoy en día hay muchos emprendedores, y la mejor forma de llegar a la gente a la que queremos ofrecer nuestros productos o servicios puede hacerse a través de la idea de la Sinergia. ¿Cómo es esto? Muy sencillo, hay muchas personas y empresas que tienen un buen posicionamiento en la red y lo que tenemos que lograr son acuerdos ganador-ganador para que nos ayuden a promocionar lo que ofrecemos, y que tenga un beneficio para quien nos ayuda.

Por ejemplo, una buena forma trabajar con influencers, medios digitales pequeños, tiendas virtuales, etc. Todo eso puede redundar en beneficios económicos para nosotros, pero también para nuestros partners. La ya vieja publicidad de las páginas no sirve en sí mismas, y la confianza que genera que alguien ya posicionado nos recomiende es mucho más importante para nuestros potenciales clientes.

Pensemos que, si alguien va a comprar nuestros productos o servicios de forma digital, brindándonos sus datos de tarjeta no es algo para tomar a la ligera, por eso la confiabilidad que transmite el emprendimiento lo es todo para asegurar el éxito, y la asociación con otros y posicionados puede ser una buena forma de ir ganando credibilidad.

3. Pensar en la logística

Si lo que queremos vender es un producto, la logística y la distribución no pueden quedar libradas al azar. Es importante que previo a comenzar la venta online, tengamos definido el alcance geográfico de nuestros productos, y cómo estos van a llegar de manera rápida y eficiente a nuestros clientes y con el menor costo posible. Una empresa que rápidamente logró esto fue Mercado Libre, que, si bien es un gigante, logro rearticular su logística a la pandemia para no depender exclusivamente del correo para las entregas, lo que le valió un crecimiento acelerado durante toda la cuarentena.

Teniendo en cuenta la escala, pensar como nuestra empresa puede acercar los productos a nuestros clientes es muy importante. Lo mismo, si también ofrecemos servicios o productos en otras ciudades, la logística y la asociación con otros puede ser valiosa para tener éxito.

En relación a los servicios, la clave es la organización del tiempo, el armado de agendas y una propuesta clara. Por ejemplo, si brindo clases de baile tengo que tener muy en claro cuantos alumnos puedo atender por día, en que horarios, y como voy a cobrar los servicios.

4. La satisfacción del cliente

Las redes son un arma de doble filo. Nuestro Facebook corporativo, Instagram o twitter puede ser el lugar donde la gente nos alabe o nos hunda. Pero tenemos que tener claro que siempre vamos a encontrar clientes disconformes por diferentes motivos: la entrega demoró mucho, el producto llego en malas condiciones, o sencillamente no les gustó porque no era lo que esperaban.

Pero acá no hay que desesperarse. La clave es una buena atención y disposición para brindar soluciones a cualquier eventualidad que pueda surgir. Un hater se puede volver un lover de un momento a otro si sabemos cómo manejar la situación.

Por eso, tenemos que manejar nuestra comunicación comunicativa de forma inteligente, sin sobre reaccionar y acompañar a nuestro cliente a la resolución de un problema, lo que además representa una vidriera pública de confianza para los potenciales nuevos compradores.

El camino del emprendedurismo

Es importante saber que uno no está solo, y que hoy existen diferentes propuestas y posibilidades para iniciar o potenciar un negocio. La mayoría no son onerosas, y siempre conviene consultar con profesionales o empresas que ya tengan un tiempo en el tema y sepan cómo ayudarte a mejorar.

Hay que lanzarse, y en el camino se va fracasando, aprendiendo y mejorando. Pero lo más importante es siempre tener en claro dónde estamos y hacia donde queremos llegar con lo que hacemos u ofrecemos. El éxito está a la vuelta de la esquina, solo hay que salir a buscarlo.

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