{"id":18640,"date":"2015-06-03T22:43:34","date_gmt":"2015-06-03T22:43:34","guid":{"rendered":"http:\/\/utel.mx\/blog\/?p=18640"},"modified":"2023-03-10T17:05:00","modified_gmt":"2023-03-10T17:05:00","slug":"la-complejidad-de-una-compra","status":"publish","type":"post","link":"https:\/\/utel.mx\/blog\/dia-a-dia\/la-complejidad-de-una-compra\/","title":{"rendered":"La complejidad de una compra"},"content":{"rendered":"

En la jerga mercadol\u00f3gica el cliente compra con base en la necesidad de satisfacer una necesidad a trav\u00e9s de un producto o servicio.<\/p>\n

En el intento de comprender la complejidad de las decisiones de compra y saber c\u00f3mo influir en el cliente, se busca identificar el detonador de compra, pero en la mayor\u00eda de las ocasiones, ni el mismo cliente sabe que fue lo que lo llev\u00f3 a realizar la compra, lejos de la satisfacci\u00f3n moment\u00e1nea que da ese sentimiento de \u201ces m\u00edo finalmente\u201d que se constituye como la chispa y el poder curativo de una compra, pero que de ninguna manera se puede retirar de la compra misma.<\/p>\n

Cuando las ventas son de tipo personal, entender los motivos de decisi\u00f3n de compra se convierte en un proceso un poco m\u00e1s complejo. Todos los vendedores participantes de este proceso buscamos esos motivadores, comprenderlos y estudiarlos nos ayuda a saber cu\u00e1l es la necesidad, e inclusive sustentar de donde se gener\u00f3, desde que origen vino, eso es a lo que generalmente llamamos creencias, estas se pueden clasificar en:<\/p>\n

1) Enfoque en el producto \/ fabricante.<\/p>\n

2) Enfoque en lo que el cliente necesita.<\/p>\n

3) Enfoque en lo que el cliente desea.<\/p>\n

De esta manera el vendedor puede utilizar sus herramientas promocionales para hacer \u00e9nfasis en diferentes atributos y beneficios del producto o servicio para cerrar la venta, e inclusive escalar al nivel de los beneficios emocionales de uso.<\/p>\n

\u00bfCu\u00e1l es la metodolog\u00eda propuesta para entenderlo f\u00e1cilmente?, la propuesta trata en la medida de lo posible de llevarlo al an\u00e1lisis de vida real.<\/p>\n

Como ejemplo, tenemos una necesidad y su proceso de decisi\u00f3n de compra para subirla a la mesa de disecci\u00f3n y an\u00e1lisis: La necesidad es afeitarse la barba y c\u00f3mo decide el cliente<\/strong>, para quien afeitarse es un momento del d\u00eda para atenci\u00f3n propia; da m\u00e1s importancia a las soluciones pr\u00e1cticas y tecnol\u00f3gicas y desea una soluci\u00f3n definitiva.<\/p>\n

Cuando estos clientes llegan al momento de decisi\u00f3n, basado en el producto, escoge la \u00faltima rasuradora desechable que cuesta en los principales supermercados de 259.00 a 280.00 pesos. Pero si la compra est\u00e1 basada un poco m\u00e1s en la tecnolog\u00eda e innovaci\u00f3n, el cliente puede elegir una rasuradora el\u00e9ctrica de \u00faltima generaci\u00f3n que cuesta hasta 5,300 o un depilado \u201cpermanente\u201d que esta alrededor de 4800 a los 5300.<\/p>\n

Por ello es necesario, como se menciona antes, entender qu\u00e9 hay detr\u00e1s de la decisi\u00f3n de compra e incluso c\u00f3mo es el cliente potencial, ya que de ello depender\u00e1 la soluci\u00f3n y el producto por el que se decida.<\/p>\n

 <\/p>\n

UTEL Editorial.\u00a0<\/strong><\/p>\n

\"La<\/a><\/p>\n

 <\/p>\n

 <\/p>\n

\"Universidad<\/a><\/div>","protected":false},"excerpt":{"rendered":"

[…]<\/p>\n","protected":false},"author":40,"featured_media":18646,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[3163],"tags":[],"class_list":["post-18640","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dia-a-dia"],"acf":[],"yoast_head":"\nLa complejidad de una compra - BLOG | Utel<\/title>\n<meta name=\"description\" content=\"El detonante de una compra es uno de los procesos mas dif\u00edciles de identificar, muchas veces ni los clientes mismos saben que los llevo a hacer la compra\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/utel.mx\/blog\/dia-a-dia\/la-complejidad-de-una-compra\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La complejidad de una compra - BLOG | Utel\" \/>\n<meta property=\"og:description\" content=\"El detonante de una compra es uno de los procesos mas dif\u00edciles de identificar, muchas veces ni los clientes mismos saben que los llevo a hacer la compra\" \/>\n<meta property=\"og:url\" content=\"https:\/\/utel.mx\/blog\/dia-a-dia\/la-complejidad-de-una-compra\/\" \/>\n<meta property=\"og:site_name\" content=\"BLOG | Utel\" \/>\n<meta property=\"article:published_time\" content=\"2015-06-03T22:43:34+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-03-10T17:05:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/utel.mx\/blog\/wp-content\/uploads\/2015\/06\/shutterstock_227913877.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"668\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Invitados UTEL\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Invitados UTEL\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/utel.mx\/blog\/dia-a-dia\/la-complejidad-de-una-compra\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/utel.mx\/blog\/dia-a-dia\/la-complejidad-de-una-compra\/\"},\"author\":{\"name\":\"Invitados UTEL\",\"@id\":\"https:\/\/utel.mx\/blog\/#\/schema\/person\/e5b3d8d918f13bd0b0f4724daa90dd95\"},\"headline\":\"La complejidad de una compra\",\"datePublished\":\"2015-06-03T22:43:34+00:00\",\"dateModified\":\"2023-03-10T17:05:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/utel.mx\/blog\/dia-a-dia\/la-complejidad-de-una-compra\/\"},\"wordCount\":460,\"publisher\":{\"@id\":\"https:\/\/utel.mx\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/utel.mx\/blog\/dia-a-dia\/la-complejidad-de-una-compra\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/utel.mx\/blog\/wp-content\/uploads\/2015\/06\/shutterstock_227913877.jpg\",\"articleSection\":[\"D\u00eda a d\u00eda\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/utel.mx\/blog\/dia-a-dia\/la-complejidad-de-una-compra\/\",\"url\":\"https:\/\/utel.mx\/blog\/dia-a-dia\/la-complejidad-de-una-compra\/\",\"name\":\"La complejidad de una compra - BLOG | Utel\",\"isPartOf\":{\"@id\":\"https:\/\/utel.mx\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/utel.mx\/blog\/dia-a-dia\/la-complejidad-de-una-compra\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/utel.mx\/blog\/dia-a-dia\/la-complejidad-de-una-compra\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/utel.mx\/blog\/wp-content\/uploads\/2015\/06\/shutterstock_227913877.jpg\",\"datePublished\":\"2015-06-03T22:43:34+00:00\",\"dateModified\":\"2023-03-10T17:05:00+00:00\",\"description\":\"El detonante de una compra es uno de los procesos mas dif\u00edciles de identificar, muchas veces ni los clientes mismos saben que los llevo a hacer la compra\",\"breadcrumb\":{\"@id\":\"https:\/\/utel.mx\/blog\/dia-a-dia\/la-complejidad-de-una-compra\/#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/utel.mx\/blog\/dia-a-dia\/la-complejidad-de-una-compra\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\/\/utel.mx\/blog\/dia-a-dia\/la-complejidad-de-una-compra\/#primaryimage\",\"url\":\"https:\/\/utel.mx\/blog\/wp-content\/uploads\/2015\/06\/shutterstock_227913877.jpg\",\"contentUrl\":\"https:\/\/utel.mx\/blog\/wp-content\/uploads\/2015\/06\/shutterstock_227913877.jpg\",\"width\":1000,\"height\":668,\"caption\":\"El detonante de una compra es uno de los procesos mas dif\u00edciles de identificar, muchas veces ni los clientes mismos saben que los llevo a hacer la compra\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/utel.mx\/blog\/dia-a-dia\/la-complejidad-de-una-compra\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/utel.mx\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"La complejidad de una compra\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/utel.mx\/blog\/#website\",\"url\":\"https:\/\/utel.mx\/blog\/\",\"name\":\"BLOG | Utel\",\"description\":\"Blog UTEL Universidad en L\u00ednea\",\"publisher\":{\"@id\":\"https:\/\/utel.mx\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/utel.mx\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/utel.mx\/blog\/#organization\",\"name\":\"BLOG | Utel\",\"url\":\"https:\/\/utel.mx\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\/\/utel.mx\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/utel.mx\/blog\/wp-content\/uploads\/2023\/03\/cropped-logo-blog.png\",\"contentUrl\":\"https:\/\/utel.mx\/blog\/wp-content\/uploads\/2023\/03\/cropped-logo-blog.png\",\"width\":237,\"height\":64,\"caption\":\"BLOG | Utel\"},\"image\":{\"@id\":\"https:\/\/utel.mx\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/utel.mx\/blog\/#\/schema\/person\/e5b3d8d918f13bd0b0f4724daa90dd95\",\"name\":\"Invitados UTEL\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\/\/utel.mx\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/781456f1128be5a332ab27ea8b902597?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/781456f1128be5a332ab27ea8b902597?s=96&d=mm&r=g\",\"caption\":\"Invitados UTEL\"},\"description\":\"Invitados . Colaboraciones por parte de invitados de la Comunidad UTEL\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"La complejidad de una compra - BLOG | Utel","description":"El detonante de una compra es uno de los procesos mas dif\u00edciles de identificar, muchas veces ni los clientes mismos saben que los llevo a hacer la compra","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/utel.mx\/blog\/dia-a-dia\/la-complejidad-de-una-compra\/","og_locale":"es_ES","og_type":"article","og_title":"La complejidad de una compra - BLOG | Utel","og_description":"El detonante de una compra es uno de los procesos mas dif\u00edciles de identificar, muchas veces ni los clientes mismos saben que los llevo a hacer la compra","og_url":"https:\/\/utel.mx\/blog\/dia-a-dia\/la-complejidad-de-una-compra\/","og_site_name":"BLOG | Utel","article_published_time":"2015-06-03T22:43:34+00:00","article_modified_time":"2023-03-10T17:05:00+00:00","og_image":[{"width":1000,"height":668,"url":"https:\/\/utel.mx\/blog\/wp-content\/uploads\/2015\/06\/shutterstock_227913877.jpg","type":"image\/jpeg"}],"author":"Invitados UTEL","twitter_misc":{"Written by":"Invitados UTEL","Est. reading time":"2 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/utel.mx\/blog\/dia-a-dia\/la-complejidad-de-una-compra\/#article","isPartOf":{"@id":"https:\/\/utel.mx\/blog\/dia-a-dia\/la-complejidad-de-una-compra\/"},"author":{"name":"Invitados UTEL","@id":"https:\/\/utel.mx\/blog\/#\/schema\/person\/e5b3d8d918f13bd0b0f4724daa90dd95"},"headline":"La complejidad de una compra","datePublished":"2015-06-03T22:43:34+00:00","dateModified":"2023-03-10T17:05:00+00:00","mainEntityOfPage":{"@id":"https:\/\/utel.mx\/blog\/dia-a-dia\/la-complejidad-de-una-compra\/"},"wordCount":460,"publisher":{"@id":"https:\/\/utel.mx\/blog\/#organization"},"image":{"@id":"https:\/\/utel.mx\/blog\/dia-a-dia\/la-complejidad-de-una-compra\/#primaryimage"},"thumbnailUrl":"https:\/\/utel.mx\/blog\/wp-content\/uploads\/2015\/06\/shutterstock_227913877.jpg","articleSection":["D\u00eda a d\u00eda"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/utel.mx\/blog\/dia-a-dia\/la-complejidad-de-una-compra\/","url":"https:\/\/utel.mx\/blog\/dia-a-dia\/la-complejidad-de-una-compra\/","name":"La complejidad de una compra - BLOG | Utel","isPartOf":{"@id":"https:\/\/utel.mx\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/utel.mx\/blog\/dia-a-dia\/la-complejidad-de-una-compra\/#primaryimage"},"image":{"@id":"https:\/\/utel.mx\/blog\/dia-a-dia\/la-complejidad-de-una-compra\/#primaryimage"},"thumbnailUrl":"https:\/\/utel.mx\/blog\/wp-content\/uploads\/2015\/06\/shutterstock_227913877.jpg","datePublished":"2015-06-03T22:43:34+00:00","dateModified":"2023-03-10T17:05:00+00:00","description":"El detonante de una compra es uno de los procesos mas dif\u00edciles de identificar, muchas veces ni los clientes mismos saben que los llevo a hacer la compra","breadcrumb":{"@id":"https:\/\/utel.mx\/blog\/dia-a-dia\/la-complejidad-de-una-compra\/#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/utel.mx\/blog\/dia-a-dia\/la-complejidad-de-una-compra\/"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/utel.mx\/blog\/dia-a-dia\/la-complejidad-de-una-compra\/#primaryimage","url":"https:\/\/utel.mx\/blog\/wp-content\/uploads\/2015\/06\/shutterstock_227913877.jpg","contentUrl":"https:\/\/utel.mx\/blog\/wp-content\/uploads\/2015\/06\/shutterstock_227913877.jpg","width":1000,"height":668,"caption":"El detonante de una compra es uno de los procesos mas dif\u00edciles de identificar, muchas veces ni los clientes mismos saben que los llevo a hacer la compra"},{"@type":"BreadcrumbList","@id":"https:\/\/utel.mx\/blog\/dia-a-dia\/la-complejidad-de-una-compra\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/utel.mx\/blog\/"},{"@type":"ListItem","position":2,"name":"La complejidad de una compra"}]},{"@type":"WebSite","@id":"https:\/\/utel.mx\/blog\/#website","url":"https:\/\/utel.mx\/blog\/","name":"BLOG | Utel","description":"Blog UTEL Universidad en L\u00ednea","publisher":{"@id":"https:\/\/utel.mx\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/utel.mx\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Organization","@id":"https:\/\/utel.mx\/blog\/#organization","name":"BLOG | Utel","url":"https:\/\/utel.mx\/blog\/","logo":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/utel.mx\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/utel.mx\/blog\/wp-content\/uploads\/2023\/03\/cropped-logo-blog.png","contentUrl":"https:\/\/utel.mx\/blog\/wp-content\/uploads\/2023\/03\/cropped-logo-blog.png","width":237,"height":64,"caption":"BLOG | Utel"},"image":{"@id":"https:\/\/utel.mx\/blog\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/utel.mx\/blog\/#\/schema\/person\/e5b3d8d918f13bd0b0f4724daa90dd95","name":"Invitados UTEL","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/utel.mx\/blog\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/781456f1128be5a332ab27ea8b902597?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/781456f1128be5a332ab27ea8b902597?s=96&d=mm&r=g","caption":"Invitados UTEL"},"description":"Invitados . Colaboraciones por parte de invitados de la Comunidad UTEL"}]}},"_links":{"self":[{"href":"https:\/\/utel.mx\/blog\/wp-json\/wp\/v2\/posts\/18640","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/utel.mx\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/utel.mx\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/utel.mx\/blog\/wp-json\/wp\/v2\/users\/40"}],"replies":[{"embeddable":true,"href":"https:\/\/utel.mx\/blog\/wp-json\/wp\/v2\/comments?post=18640"}],"version-history":[{"count":1,"href":"https:\/\/utel.mx\/blog\/wp-json\/wp\/v2\/posts\/18640\/revisions"}],"predecessor-version":[{"id":45637,"href":"https:\/\/utel.mx\/blog\/wp-json\/wp\/v2\/posts\/18640\/revisions\/45637"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/utel.mx\/blog\/wp-json\/wp\/v2\/media\/18646"}],"wp:attachment":[{"href":"https:\/\/utel.mx\/blog\/wp-json\/wp\/v2\/media?parent=18640"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/utel.mx\/blog\/wp-json\/wp\/v2\/categories?post=18640"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/utel.mx\/blog\/wp-json\/wp\/v2\/tags?post=18640"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}