{"id":31780,"date":"2020-04-16T10:08:14","date_gmt":"2020-04-16T08:08:14","guid":{"rendered":"https:\/\/brandsmith.es\/eduardo-laseca-ventas-clientes-y-digitalizacion\/"},"modified":"2020-05-01T13:47:29","modified_gmt":"2020-05-01T11:47:29","slug":"eduardo-laseca-sales-customers-and-digitization","status":"publish","type":"post","link":"https:\/\/brandsmith.es\/en\/eduardo-laseca-sales-customers-and-digitization\/","title":{"rendered":"Eduardo Laseca: sales, customers and digitization"},"content":{"rendered":"\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/brandsmith.es\/wp-content\/uploads\/2020\/04\/Recurso-2PSCH-1024x632.png\" alt=\"\" class=\"wp-image-31715\" width=\"225\" srcset=\"https:\/\/brandsmith.es\/wp-content\/uploads\/2020\/04\/Recurso-2PSCH-1024x632.png 1024w, https:\/\/brandsmith.es\/wp-content\/uploads\/2020\/04\/Recurso-2PSCH-300x185.png 300w, https:\/\/brandsmith.es\/wp-content\/uploads\/2020\/04\/Recurso-2PSCH-768x474.png 768w, https:\/\/brandsmith.es\/wp-content\/uploads\/2020\/04\/Recurso-2PSCH-700x432.png 700w, https:\/\/brandsmith.es\/wp-content\/uploads\/2020\/04\/Recurso-2PSCH.png 1369w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Consultant, trainer and speaker specialized in B2B sales and CRM<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 300;\">Eduardo Laseca<\/span><br>Sales, customers and digitization<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\">More than two decades of experience as a professional salesman and director of B2B commercial teams in multinationals in Spain, Switzerland and Brazil endorse <a href=\"http:\/\/linkedin.com\/in\/eduardolaseca\/?locale=en_US\">Eduardo Laseca<\/a>. He is also the author of <a href=\"http:\/\/developingthebusiness.com\">developingthebusiness.com<\/a>, one of the most followed sales blogs in Spain and Latin America, with more than 1,000 daily visitors from all over the Hispanic world. Today he gives us his views of how lockdown, forced upon us by the coronavirus pandemic, will have an astonishing impact on the B2B sector, reducing workplace attendance and driving remote sales.<\/h4>\n\n\n\n<div class=\"youtube-responsive-container\"><iframe src=\"https:\/\/www.youtube.com\/embed\/jClNCZuNc58\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\" frameborder=\"0\"><\/iframe><\/div>\n\n\n\n<p>Laseca is a professor in Business Schools such as The Valley Digital Business School, EDEM Valencia and Sales Innovation School, as well as advisor and consultant in the development of business strategy, CRM and Social Selling for CEOs of B2B companies. His experience as a trainer includes sales teams in sectors such as software, biotechnology, pharmaceuticals, industry, education, consultancy, insurance, construction materials, etc.<\/p>\n\n\n\n<p>Next Tuesday, April 21<sup>st<\/sup>, the renowned author <a href=\"https:\/\/www.linkedin.com\/in\/fjavier687\/\">Javier Fern\u00e1ndez Aguado<\/a>, managing partner of MindValue and director of the Management Chair of Fundaci\u00f3n Bancaria la Caixa at IE Business School will be sharing his views on ethics, people centric organizations and economic and social balance. Do not miss it!<\/p>\n\n\n\n<h2 style=\"text-align:left;\"><br><strong style=\"font-size: 1.2em; padding-bottom: 30px; line-height: 40px;\">Transcription:<\/strong><\/h2>\n\n\n\n<p><strong><em>Christopher Smith:<\/em><\/strong> <em>What will selling look like when we overcome the crisis? What key\nissues are involved in developing a commercial conversation online? How will\ndigital affect client and customer relationships? What do we have to change in\norder to manage remote sales team adequately?<\/em><\/p>\n\n\n\n<p><em>In this episode of Positive Change for the Day After, we go over these issues with Eduardo Laseca, a trainer and specialist in business development, B2B sales and Social Selling. The interview is in Spanish. You can find the English translation below.<\/em><\/p>\n\n\n\n<p><strong><em>Eduardo Laseca:<\/em><\/strong><em> I think this is a turning point, by\nall means. We already know this situation will not go from black to white, that\nwe there will be a lot of gray, God knows for how long. And it is going to have\nto evolve in this direction: from omnichannel client to multichannel companies.\nThe software sector, for example, has been pioneering in the use of this model.\nIn sales we call it inside sales: sellers who are inside and who manage the\nrelationship outside. The key is not to ask for anything at the start. This is\nthe mistake, you know. You won&#8217;t get a conversation with me if we don&#8217;t have a\nrelationship already built between us. What you start with is either: A)\ntelling me about yourself, how good you guys are at BrandSmith or how good you\nare; or B) trying to sell me something. That way you won&#8217;t get a conversation\nwith me. In the end, the conversation is going to come up if you make the it\nabout me, not about yourself first, and bring value to me.<\/em><\/p>\n\n\n\n<p><em>I think\nthis whole situation is accelerating a process that had been going on for\nseveral years, right? Which is how we reduce face-to-face sales. What we are\nexperiencing is that, many people who managed the relationship with customers\nin companies were only used to developing this relationship in person, and now\nthey are having enormous difficulties in doing it in a non-face-to-face way.\nBecause they have, we have, a lot of tools in which, perhaps, they have not\nbeen trained. <\/em><\/p>\n\n\n\n<p><em>Nowadays\nwe have social networks, we have the possibility of making video conferences,\nwe have the possibility of sending emails. You must handle the conversation in\na, let&#8217;s say, more personal, more empathetic way through all these channels. In\naddition, there is a channel that is not new, but that seemed to be forgotten,\nand on which I place great emphasis, which is the telephone. The phone has not\ndisappeared. The problem with messaging systems, or even some social networks,\nis that they are not real time two-way conversations, therefore the richness of\nthe conversation is much less than what you can achieve in a conversation\nbetween two people, be it on a video conference or even by phone, without\nseeing our faces. Every seller loves face to face because it is, obviously,\nwhen you get a lot more empathy, a lot more emotional connection. But now we\nare realizing that this is not possible, so we have to start exploring other\noptions, which were always there but were not used, as we have already\nmentioned: a relationship through videoconference, a relationship much more\nactive over the phone, the exchange of information and valuable content through\nemail &#8230; That is, everything that is not face to face should be boosted, and\nwe must start doing it for a very clear reason: because what we must seek is\nthe client\u2019s convenience, not ours. And this is something that companies have\nnever thought about. We were always thinking of our own convenience.<\/em><\/p>\n\n\n\n<p><em>The\nrelationship between healthcare professionals and large pharmaceutical\ncompanies, which is something I am now focusing on quite a bit, is going to\nchange radically. This is the example of a sector that over the last 100 years\nhas moved in a 100% face-to-face way\u2026 and we are facing a global situation in\nwhich health professionals do not have any time at all to be updated through a\nmedical visitor about a certain medicine, or about a new way of managing a\npathology. The point is that we can continue to keep our economy and our\nsociety functioning without the need to be present, facing each other.<\/em><\/p>\n\n\n\n<p><em>Well I\nthink where we are going is towards a management model that is much more\noriented to quantitative and qualitative objectives. Insofar as the face-to-face\nmodel is going to be reduced, there is no point in just keeping the seat warm, thus\nall the staff that telework will have to have very clear objectives with\nregards to activity, results, deliverables, etc. There is no other way to\nmanage them. The person will have to self-manage him\/herself to achieve these\ngoals. Leading from an on-site point of view is not the same as leading a team\nremotely. It is necessary to provide much more autonomy, self-responsibility\n&#8230; Obviously, when the situation returns to normal, it will be able to be\nmanaged remotely, but, perhaps \u2013and in fact it has been done so far\u2013, from an\noffice. That is, not having to be physically in so many places does not mean\nthat you cannot manage the relationship with customers with a team, some\ntelecommuting, others physically in the same place.<\/em><\/p>\n\n\n\n<p><em>There\nare no companies with a defined purpose of how to make the world better. There\nare not. I believe that people clearly need a guideline where they can see that\ntheir company has a goal beyond economic profit, and we have been seeing it over\nthe past few years and now it is going to be increasingly important. Today, the\npride that a person working for Inditex, Mercadona, etc. is feeling must be\nreally thrilling.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Consultant, trainer and speaker specialized in B2B sales and CRM Eduardo LasecaSales, customers and digitization More than two decades of experience as a professional salesman and director of B2B commercial teams in multinationals in Spain, Switzerland and Brazil endorse Eduardo Laseca. He is also the&#8230;<\/p>\n","protected":false},"author":2,"featured_media":31779,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[128],"tags":[129,140,136,98,137,141,122,82,138,142,143,139,123,144,135],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.10 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Brandsmith - Eduardo Laseca: sales, customers and digitization<\/title>\n<meta name=\"description\" content=\"Brandsmith Eduardo Laseca: sales, customers and digitization\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brandsmith - Eduardo Laseca: sales, customers and digitization\" \/>\n<meta property=\"og:description\" content=\"Brandsmith Eduardo Laseca: sales, customers and digitization\" \/>\n<meta property=\"og:url\" content=\"https:\/\/brandsmith.es\/en\/eduardo-laseca-sales-customers-and-digitization\/\" \/>\n<meta property=\"og:site_name\" content=\"Brandsmith\" \/>\n<meta property=\"article:published_time\" content=\"2020-04-16T08:08:14+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-05-01T11:47:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/brandsmith.es\/wp-content\/uploads\/2020\/04\/whiplash-n\u00ba148-C.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"612\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Nacho Noriega\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nacho Noriega\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/brandsmith.es\/en\/eduardo-laseca-sales-customers-and-digitization\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/brandsmith.es\/en\/eduardo-laseca-sales-customers-and-digitization\/\"},\"author\":{\"name\":\"Nacho Noriega\",\"@id\":\"https:\/\/brandsmith.es\/#\/schema\/person\/c784970f141a70b054637ebe25b23518\"},\"headline\":\"Eduardo Laseca: sales, customers and digitization\",\"datePublished\":\"2020-04-16T08:08:14+00:00\",\"dateModified\":\"2020-05-01T11:47:29+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/brandsmith.es\/en\/eduardo-laseca-sales-customers-and-digitization\/\"},\"wordCount\":1183,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/brandsmith.es\/#organization\"},\"keywords\":[\"B2B\",\"confinamiento\",\"confinamiento\",\"Coronavirus\",\"digitalizaci\u00f3n\",\"digitalizaci\u00f3n\",\"empresas\",\"marcas\",\"negocios\",\"negocios\",\"social selling\",\"social selling\",\"teletrabajo\",\"ventas\",\"ventas\"],\"articleSection\":[\"Positive Change\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/brandsmith.es\/en\/eduardo-laseca-sales-customers-and-digitization\/\",\"url\":\"https:\/\/brandsmith.es\/en\/eduardo-laseca-sales-customers-and-digitization\/\",\"name\":\"Brandsmith - 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