tag:blogger.com,1999:blog-66910636323192765222024-03-26T23:38:12.223-07:00Provoc@ccion ComprasStéphane Morelhttp://www.blogger.com/profile/07126442050981974493noreply@blogger.comBlogger85125tag:blogger.com,1999:blog-6691063632319276522.post-3534633679867489382020-05-09T02:39:00.002-07:002020-05-09T02:45:33.331-07:00P@54 - Post COVID-19 Procurement 7 Cs<br />
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<span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;">I have </span><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;">been thinking for a while about </span><span style="mso-bidi-font-family: Arial;">the response of <span style="mso-bidi-font-weight: bold;">Procurement</span>
in the <span style="mso-bidi-font-weight: bold;">current Covid</span>-<span style="mso-bidi-font-weight: bold;">19</span> environment<span style="mso-bidi-font-weight: bold;">.</span></span></span><br />
<span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial;"><span style="mso-bidi-font-weight: bold;"><br /></span></span></span><br />
<span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial;"><span style="mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial;"><span style="mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;">Many colleagues have
already shared their valuable ideas and experience on the topic.</span></span></span></span></span></span></span></span></span></div>
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<span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial;"><span style="mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;">Personally, I struggled
to find a structured answer as post COVID-19 means an unclear future related
to: </span></span></span></span></span></span></span></span></span></div>
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<li style="color: #333333; font-style: normal; font-weight: normal;"><div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt; text-align: justify;">
<span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;">The evolution <span style="color: #333333;">of the pandemic. </span></span></span></div>
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<span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;">Will we face new waves and how will the virus
progress in Africa or South America? Will we quickly find a treatment or a vaccine?
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<li style="color: #333333; font-style: normal; font-weight: normal;"><div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt; text-align: justify;">
<span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;">The response
of all governments. </span></span></div>
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<span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;">Will they collaborate or continue to compete (incl.
closing borders)? Will the </span><span style="color: #333333; mso-bidi-font-family: Tahoma; mso-bidi-font-weight: bold;">member states of the European Union finally </span><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;">join their forces to regain some
international influence and power?</span></span></div>
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<li style="color: #333333; font-style: normal; font-weight: normal;"><div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt; text-align: justify;">
<span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;">The reaction
of funds, markets and banks. </span></span></div>
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<span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;">Will they carry on with their usual practices; or
will they really start to support the corporations with strong ESG ambition and
goals? What will happen with heavy debts from so many governments?</span></span></div>
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<li style="color: #333333; font-style: normal; font-weight: normal;"><div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt; text-align: justify;">
<span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;">The answer
of the citizens. </span></span></div>
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<span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;">Will we comply with the ‘de-confinement’ measures? Will
we change our values and behaviors in the medium or long term? </span></span></div>
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<li style="color: #333333; font-style: normal; font-weight: normal;"><div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt; text-align: justify;">
<span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;">The recovery
of most sectors mainly depends on the above-mentioned items.</span></span></div>
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<span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;">I was able
to think about 7 Cs: </span></span></span><br />
<ul>
<li><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;">The first 3 C</span><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;">s are the <strong>foundations</strong></span></span></span></span></span></span></li>
<li><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;">The
following 4 Cs are the <strong>pillars of the remediation plan</strong></span></span></span></span></span></span></span></span></span></li>
</ul>
<span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><strong><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><strong><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><br /></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></strong></span></span></span></span></span></span></span></span></strong></span></span></span></span></span></span></span></span></span><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><b><span style="mso-bidi-font-family: Arial;"><span style="color: blue; font-size: large;">Compassion</span></span></b><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;">: </span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
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<span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;">This extraordinary context will continue to generate difficult or extreme situations for people, entire families and businesses. It is all about humanity, solidarity and respect.</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><br /></span></span></span></span></span></span></span></div>
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<span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><b><span style="mso-bidi-font-family: Arial;"><span style="color: blue; font-size: large;">Commitment</span></span></b><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;">:</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><br /></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;">Companies and their top executives have the obligation to save employment and essentially communicate in a transparent way to their workers.</span></span></span></span></span></span></span></span></span></span></span><br />
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<span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;">As individuals, we need
to continue to work hard independently of the likely future. By complaining or slowing
down, we will run faster towards the abyss. With a positive mindset and
commitment, our d</span><span style="mso-bidi-font-family: Tahoma; mso-bidi-font-weight: bold;">ay</span><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;">s are m</span><span style="mso-bidi-font-family: Tahoma; mso-bidi-font-weight: bold;">ore</span><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"> positive, productive
regardless of the short-term future that is awaiting us... and, of course, we
contribute to the survival or recovery of the company.</span></span></span></span></span></span></span></span></span></span></span><br />
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<span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;">This personal commitment should
be carefully</span><span style="mso-bidi-font-family: Tahoma; mso-bidi-font-weight: bold;"> </span><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;">evaluated: depending on the situation, we should
also set aside some quality time to learn new skills and think of a plan B. </span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
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<span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><br /></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
<span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><b><span style="mso-bidi-font-family: Arial;"><span style="color: blue; font-size: large;">Collaboration</span></span></b><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"> (and confidence): </span></span></span></span></span></span></span></span><br />
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<span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;">To succeed in such a context, the motto is “more
collaboration and less competition”. This is a drastic change for the whole
society.</span></span></span></span></span></span></span></span></span></span><br />
<span style="font-family: "verdana";"><br /></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><u><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;">Internal</span></u><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;">: Strong cooperation among the key functions
of the company (Executive Mgmt., Sales and Marketing, R&D, Production,
Supply chain, Procurement, Legal). Having a common direction, a set of key
guiding principles, a joint decision-making process and collective actions is the
only way for a business to subsist and recover. </span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<span style="font-family: "verdana";"><br /></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><u><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;">External</span></u><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;">: With suppliers and customers, it is about combining
capabilities / capacities (possibly depleted) and defining clear outcomes to achieve
together. Keep bargaining with a supplier and lowering the unit price meanwhile
increasing payment terms will end up being highly counterproductive. </span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<br /></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><u><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;">Wide</span></u><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;">: Rather sooner than later, Procurement
departments will have to explore and become much more familiar with ecosystem
management.</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><br /></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
<span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><b><span style="mso-bidi-font-family: Arial;"><span style="color: purple; font-size: large;">Calm</span></span></b><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"> (prioritization):</span></span></span></span></span></span></span></span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><br /></span></span></span></span></span></span></span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;">Many areas of the business are overwhelmed by requests
and actions to be launched in a context of constraints and obstacles. M</span><span style="mso-bidi-font-family: Tahoma; mso-bidi-font-weight: bold;">ore</span><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"> than ever, the collective prioritization of the tasks and initiatives
becomes a strategic and vital exercise. Teams are already working on the
impossible; miracles</span><span style="mso-bidi-font-family: Arial;"> take a little longer.</span></span></span></span></span></span></span></span></span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial;"><br /></span></span></span></span></span></span></span></span></span></span></div>
<span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><b><span style="mso-bidi-font-family: Arial;"><span style="color: purple; font-size: large;">Categories</span></span></b><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"> (and risk management): </span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<br /></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;">The strategy of key categories must be revised by
re-analyzing supplier markets and re-assessing the impacts (positive and
negative), risks, possible diversification of the sources of supply. This an</span><span style="mso-bidi-font-family: Tahoma; mso-bidi-font-weight: bold;">a</span><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;">lysis should also include digitalization and sustainability.</span></span><br />
<span style="font-family: "verdana";"><br /></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;">In some cases, the
company gets </span><span style="mso-bidi-font-family: Tahoma; mso-bidi-font-weight: bold;">more power</span><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;">. Taking advantage of the situation may seem
like a good solution: I really wonder about the short-term effectiveness and it
can only goes wrong in the medium / long term. </span></span></span></span></span><br />
<br /></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;">In many other cases, as a
client, we can face a loss of power in negotiation or supply shortages. It is
all about being highly creative and decisive.</span></span></span></span></span></span></span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><br /></span></span></span></span></span></span></span></div>
<span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><b><span style="mso-bidi-font-family: Arial;"><span style="color: purple; font-size: large;">Costs</span></span></b><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"> (and cash flow): </span></span></span></span></span></span></span></span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><br /></span></span></span></span></span></span></span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;">Based on the previous points, only a sustainable cost
optimization approach seems to be the right solution: Zero Based Budgeting and
TCO methodologies; optimization of processes, flows and stocks; systematic removal
of </span><span style="mso-bidi-font-family: Tahoma; mso-bidi-font-weight: bold;">any type of wastes; management
of</span><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"> internal demand. </span><span style="mso-bidi-font-family: Tahoma; mso-bidi-font-weight: bold;">Squeezing</span><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"> suppliers (that on average account for 60% of the total expenditure of a
company), could easily mean short-term gain and long-term pain. Finance and
Procurement must go hand in hand.</span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><br /></span></span></div>
<span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><b><span style="mso-bidi-font-family: Arial;"><span style="color: purple; font-size: large;">Creativity</span></span></b><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"> (or innovation): </span></span></span></span></span></span></span></span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<br /></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;">The current situation requires rethinking everything,
finding new ideas together with customers, suppliers and other partners (incl.
direct or indirect competitors). The companies that will leverage
hyper-innovation will be in a great position to win. </span></span><br />
<span style="font-family: "verdana";"><br /></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;">In the medium / long-term,
we will see how SRM (Supplier Relationship Mgmt.) evolves to CBM (Collaborative
Business Mgmt.); we will negotiate more relational contracts instead of typical
transactional or performance-based contracts.</span></span></span></span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<div>
</div>
<div>
<br /></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"><strong><em><span style="font-family: "verdana" , sans-serif;">In the last few decades,
many things have evolved in Procurement, but, in the end, little has changed.
In these complex and hard times, as professionals, we have an opportunity to
demonstrate our full potential. It is time to be brave.</span></em></strong></span></span></span></span></span></span></span></span></span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"></span><br />
<div>
</div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif; mso-bidi-font-family: Arial; mso-bidi-font-weight: bold;"></span><br />
<div>
</div>
<br /></div>
</div>
</div>
</div>
</div>
</div>
</div>
</div>
</div>
</div>
</div>
</div>
Stéphane Morelhttp://www.blogger.com/profile/07126442050981974493noreply@blogger.com0tag:blogger.com,1999:blog-6691063632319276522.post-1709596194586431382020-05-02T11:06:00.003-07:002020-05-07T14:35:37.771-07:00P@53 – Las 7 C’s de Compras para el post COVID-19<br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><br /></span></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi6Y5mI7r3iM8_gjbNwWRAQSo0k5Ri1-t-mi0mjFd-hwLT6v0nHdCPf4uVkhyphenhyphenNRLsi2nRY-xwt6O0fHTlNA4QNRafF58sUsGWXBXN10h-H9SqZmkaUO6eOKBBFN7eXmrnRYIk-ihoodz2c/s1600/post+covid19.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="306" data-original-width="929" height="209" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi6Y5mI7r3iM8_gjbNwWRAQSo0k5Ri1-t-mi0mjFd-hwLT6v0nHdCPf4uVkhyphenhyphenNRLsi2nRY-xwt6O0fHTlNA4QNRafF58sUsGWXBXN10h-H9SqZmkaUO6eOKBBFN7eXmrnRYIk-ihoodz2c/s640/post+covid19.jpg" width="640" /></a></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><br /></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><br /></span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">Me han ido preguntando sobre el post COVID-19 para la
función de Compras. </span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">Numerosos compañeros ya han compartido sus valiosas ideas
sobre este tema. </span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">Personalmente me ha costado encontrar una respuesta ya
que para mí el post COVID-19 significa un futuro del todo incierto en cuanto a:
</span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<ul style="direction: ltr; list-style-type: disc;">
<li style="color: black; font-style: normal; font-weight: normal;"><div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">La evolución de la
pandemia. ¿Tendremos nuevas oleadas (en Q4) y cómo evolucionarán América latina
y África? ¿Para cuándo una cura o vacuna?</span></span></div>
</li>
<li style="color: black; font-style: normal; font-weight: normal;"><div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">La respuesta de todos
los gobiernos. ¿Tendremos colaboración o competición junto con más cierre de
fronteras? ¿Europa unida para volver a cierta posición de liderazgo
internacional o dividida para seguir reduciendo su poder de influencia? </span></span></div>
</li>
<li style="color: black; font-style: normal; font-weight: normal;"><div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">La respuesta de los
fondos, mercados y bancos. ¿Seguirán en su lógica y prácticas habituales o
apoyarán el ESG? ¿Qué pasará con los enormes niveles de endeudamiento de los
estados?</span></span></div>
</li>
<li style="color: black; font-style: normal; font-weight: normal;"><div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">La respuesta de los
ciudadanos. ¿Cumpliremos las medidas de desescalada? ¿Cambiaremos a medio/largo
plazo nuestros valores y costumbres? </span></span></div>
</li>
<li style="color: black; font-style: normal; font-weight: normal;"><div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">La recuperación a corto
y medio plazo de la mayoría de los sectores que depende en gran parte de todo
lo anterior.</span></span></div>
<div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; text-align: justify;">
</div>
</li>
</ul>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">Al final, llegué a juntar unos 7 C’s: </span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<ul style="direction: ltr; list-style-type: disc;">
<li style="color: black;"><div style="color: black; margin-bottom: 0pt; margin-top: 0cm; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">Los 3 primeros C’s son
los <b><i>Cimientos</i></b></span></span></div>
</li>
<li style="color: black;"><div style="color: black; margin-bottom: 0pt; margin-top: 0cm; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">Los 4 siguientes tratan de <b><i>Cuestionarlo</i></b> todo; son los
pilares del plan de remediación</span></span></div>
</li>
</ul>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
</div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: blue; font-size: large;">Comprensión</span></span></b><span lang="ES" style="mso-ansi-language: ES;">: </span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">Este contexto extraordinario ha creado y va a generar
situaciones humanas, familiares, laborales y empresariales difíciles o
extremas. Lo primero es la humanidad, ayuda, solidaridad y el respeto en todos
los ámbitos.<span style="mso-spacerun: yes;"> </span></span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
</div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: blue; font-size: large;">Compromiso</span></span></b><span lang="ES" style="mso-ansi-language: ES;">:</span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">Las empresas y sus directivos tienen la obligación de salvar
el empleo y, en todo caso, comunicar de forma transparente a los trabajadores.</span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">A nivel individual, es importante seguir esforzándonos y
contribuir cual sea el futuro probable de nuestro propio puesto de trabajo o de
la empresa. Quejándonos y/o bajando el rendimiento, corremos más de prisa hacia
el precipicio. Con actitud y compromiso, nuestros días son más positivos,
productivos independientemente del futuro a corto plazo que nos espera... y,
por supuesto, aportamos nuestro granito de arena a la recuperación de la
empresa.</span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">Ese compromiso individual es también calculado: en
función de la situación, nos reservamos más o menos tiempo para formarnos, pensar
y actuar en un plan B. No siempre es un paso fácil de dar, pero es clave.</span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
</div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: blue; font-size: large;">Colaboración</span></span></b><span lang="ES" style="mso-ansi-language: ES;"> (y confianza):</span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">Solo saldremos de esta situación con más colaboración y
menos competición. Hablamos de un cambio drástico.</span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><u><span lang="ES" style="mso-ansi-language: ES;">Interna</span></u><span lang="ES" style="mso-ansi-language: ES;">: máxima cooperación entre
las funciones clave de la empresa (Dirección General, Marketing y Ventas,
R&D, Producción, Supply chain, Compras, Legal). Solo con todos los
departamentos plenamente alineados y trabajando juntos, se logrará avanzar o
salir adelante. </span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><u><span lang="ES" style="mso-ansi-language: ES;">Externa</span></u><span lang="ES" style="mso-ansi-language: ES;">: Con clientes y
proveedores, se trata de ser creativos juntos, sumando competencias y capacidades (posiblemente mermadas)
y hablando de outcomes conjuntos a alcanzar. Como mínimo, se trata de buscar acuerdos razonables e inteligentes especialmente para clientes/proveedores estratégicos o cuello de botella. Seguir regateando y apretando el
precio y condiciones de pago a un proveedor puede acabar siendo altamente
contraproducente.<span style="mso-spacerun: yes;"> </span></span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><u><span lang="ES" style="mso-ansi-language: ES;">Amplia</span></u><span lang="ES" style="mso-ansi-language: ES;">: A más largo plazo, veo
al departamento de Compras adentrarse y familiarizarse con la gestión de
ecosistemas (nivel de Colaboración amplia).</span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
</div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: purple; font-size: large;">Calma</span></span></b><span lang="ES" style="mso-ansi-language: ES;"> (priorización): </span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">Muchas áreas de la empresa pueden verse desbordadas por
las peticiones y acciones tácticas (asegurar suministro, re-planificación, pedidos o proyectos urgentes, etc.) a ejecutar o lanzar en un contexto de muchas
restricciones y obstáculos. Más que nunca, la priorización consensuada de las
tareas e iniciativas se convierte en un ejercicio estratégico de vital
importancia y es un factor clave de éxito. Lo imposible se está haciendo ya; para
los milagros hay que aceptar un poco de espera.</span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
</div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: purple; font-size: large;">Categorías</span></span></b><span lang="ES" style="mso-ansi-language: ES;"> (y gestión de riesgos):</span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">Se deben revisar las estrategias de las principales categorías
de compra analizando los impactos (positivos y negativos), los riesgos, la
posible diversificación (incl. reshoring) de las fuentes de aprovisionamiento en los mercados de
proveedores. Este análisis incluye también los aspectos de digitalización y
sostenibilidad.</span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">En algunos casos, la empresa tiene ‘más poder’. Aprovecharse drásticamente de esta situación puede parecer una buena solución: dudo de la eficacia a corto
plazo y solo nos podrá salir mal a medio/largo plazo. </span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">En otros tantos casos, como cliente, nos enfrentamos a
una pérdida del ‘poder de negociación’ o a una clara escasez en la oferta. Hay
que ser altamente creativo y resolutivo.</span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
</div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: purple; font-size: large;">Costes</span></span></b><span lang="ES" style="mso-ansi-language: ES;"> (y cash-flow):</span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">Según lo comentado anteriormente, solo parece viable una
reducción sostenible de los costes: Zero Based Budgeting y/o enfoque TCO; optimización de los procesos, flujos y stocks;
eliminación de los desperdicios; gestión de la demanda interna. ‘Machacar’ a
los proveedores (que de media representan el 60% del gasto total de una
empresa) significa un poco de pan para hoy y mucha hambre para mañana. Para
este ejercicio, Finanzas y Compras deben ir de la mano.</span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
</div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: purple; font-size: large;">Creatividad</span></span></b><span lang="ES" style="mso-ansi-language: ES;"> (o innovación):</span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">La situación actual requiere replantearlo todo, buscar
nuevas ideas junto con los clientes, los proveedores y otros socios. Las empresas que sepan aprovechar la híper-innovación
saldrán ganando. </span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">A medio/largo plazo, veo que iremos progresando del SRM
(Supplier Relationship Mgmt.) al CBM (Collaborative Business Mgmt.), pactando
más contratos relacionales en vez de los contratos típicamente transaccionales
o de performance (SLAs).</span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><br /></span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana";"><br /></span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><strong><em><span lang="ES" style="mso-ansi-language: ES;">A lo largo de los años, no hemos parado de hablar sobre
la progresión y transformación de los departamentos de Compras. En las ultimas
décadas, muchas cosas han evolucionado para los compradores, pero, al final,
poco ha cambiado. En estos momentos tan complejos y duros, como profesionales y
como función tenemos una oportunidad increíble de demostrar todo nuestro
potencial. </span>Es
el momento de ser valientes.</em></strong></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana";"><br /></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana";"><br /></span></div>
<div style="margin: 0cm 0cm 0pt;">
</div>
Stéphane Morelhttp://www.blogger.com/profile/07126442050981974493noreply@blogger.com3tag:blogger.com,1999:blog-6691063632319276522.post-18304047842534595272020-03-14T05:14:00.003-07:002020-04-09T14:30:34.720-07:00P@52 Digitalización de los procesos de Compras y optimismo prudente<div style="text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif; font-size: large;">Hoy en día, es difícil escapar del tema de la Digitalización.</span></span></div>
<div style="text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana";"><br /></span></span><span style="font-size: large;"><span style="font-family: "verdana" , sans-serif;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">Tras aclarar </span><a href="https://provocaccioncompras.blogspot.com/2019/07/p-la-famosa-digitalizacion-de-compras.html" target="_blank"><span style="font-family: "verdana" , sans-serif;">los 3 ejes de trabajo</span></a><span style="font-family: "verdana" , sans-serif;"> relacionados con la Digitalización de Compras, vimos con espacial interés la <span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><b><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><a href="https://provocaccioncompras.blogspot.com/2019/09/" target="_blank">digitalización de los procesos de Compras</a>.</span></b></span></span></span></span></span></span></span></div>
<div style="text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><br /></span></span></span></span></span></span><span style="font-size: large;"><span style="font-family: "verdana" , sans-serif;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">Todos tenemos una posición al respecto del Data, Digital & Tech: </span></span></span></span></span></span></span></span></div>
<div style="text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif; font-size: large;">- Los <strong><span style="color: purple;">'pesimistas'</span></strong> ven serias barreras a la implementación del digital con numerosos efectos perversos. No dudan en decir que pocas cosas han cambiado en los últimos 20 años: seguimos hablando del e-sourcing; no hemos mejorado mucho el análisis del gasto; cada vez más los sistemas de Compras son menos amigables. </span></span></span></span></span></span></div>
<div style="text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif; font-size: large;">- Los <span style="color: purple;"><strong>'optimistas'</strong></span> creen con firmeza que la singularidad tecnológica ocurrirá en los próximos 20/30 años. También piensan que en 2050 el CPO del año será un robot. </span></span></span></span></span></span></div>
<div style="text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif; font-size: large;">- Los <strong><span style="color: purple;">'digitales realistas'</span></strong> creen en la necesidad y en la realidad a medio plazo de la digitalización de Compras añadiéndole una gran dosis de sentido común.</span></span></span></span></span></span></div>
<div style="text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif; font-size: large;">Es importante recalcar que pertenezco a este tercer grupo. Es el prisma por el cual analizo la situación actual y futura.</span></span></span></span></span></span></div>
<div style="text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana";"><br /></span></span></span></span></span></span><span style="font-size: large;"><span style="font-family: "verdana" , sans-serif;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana";"> Es obvio que las oportunidades relacionadas con el <strong><span style="color: purple;">Data, Digital & Tech</span></strong> son reales y enormes. A diario, un sinfín de expertos explican ejemplos de logros y beneficios.</span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif; font-size: large;">También, reconozco que me suele venir a la cabeza la imagen de unos cuantos pollos sin cabeza corriendo por todas partes. </span></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif; font-size: large;">Veo, oigo hablar y leo sobre muchos proyectos 'piloto'. Hay más fallos que casos de éxito. Algo sencillo puede explicar esta tendencia: una falta de definición de los objetivos a alcanzar. Se lanzan muchos proyectos sin aclarar primero el porqué o los outcomes deseados.</span></span></span></span></span></span><br />
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif; font-size: large;">El Data, Digital & Tech es un medio; no es un objetivo de por sí. </span></span></span></span></span></span><br />
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif; font-size: large;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif; font-size: large;">Los responsables de Compras deben empezar por definir primero <strong>la estrategia y el roadmap de la función</strong>, para poder después definir <strong>los objetivos y resultados esperados en cuanto a digitalización</strong>. Solo así uno puede priorizar las iniciativas.</span></span></span></span></span></span></span></span></span></span></span></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjxwW3PVtKRLrSf1b2biUIMAhVPDR2SpqNxQlX29wXyF2PxvnYvA5GuNlACDMSbXWX0xODp5PdsYnG3mNeEjDtiO_bCbUoc9UmH5ShAu7eSVmavdpmzLWiNiFe4sjmsmAAHqH2aG0SAJG8/s1600/pollos.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="138" data-original-width="207" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjxwW3PVtKRLrSf1b2biUIMAhVPDR2SpqNxQlX29wXyF2PxvnYvA5GuNlACDMSbXWX0xODp5PdsYnG3mNeEjDtiO_bCbUoc9UmH5ShAu7eSVmavdpmzLWiNiFe4sjmsmAAHqH2aG0SAJG8/s1600/pollos.png" /></a></div>
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<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif; font-size: large;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif; font-size: large;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-size: large;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana";"><br /></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span>
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif; font-size: large;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif; font-size: large;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-size: large;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana";">Podemos empezar por las <strong><span style="color: purple;">herramientas, plataformas o sistemas</span></strong> de Compras. Tenemos ahora muchas opciones para todos los tipos de organización y todos los bolsillos. Los beneficios así como el ROI de estas soluciones han ido mejorando de forma exponencial en los últimos años.</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif; font-size: large;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif; font-size: large;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-size: large;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana";"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif; font-size: large;">Según los comerciales de estas empresas, todo está fácilmente accesible y debidamente protegido en la nube; todo se puede inter-conectar a otros sistemas de forma muy fácil; todo es ultra-amigable. La realidad es un pelín distinta. </span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif; font-size: large;">Una buena solución tecnológica ayuda a:</span></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif; font-size: large;">- Cumplir con unos procesos bien definidos, </span></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif; font-size: large;">- Optimizar dichos procesos,</span></span></span></span></span></span></div>
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<span style="font-family: "verdana" , sans-serif; font-size: large;">- Ser más eficiente,</span></div>
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<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif; font-size: large;">- Mejorar la experiencia del usuario. </span></span></span></span></span></span></div>
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<span style="font-family: "verdana" , sans-serif; font-size: large;">A menudo, los sistemas acaban prevaleciendo sobre los procesos que terminan ajustándose a los sistemas. En estos casos, se crean verdaderos monstruos. </span></div>
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<span style="font-family: "verdana" , sans-serif; font-size: large;">Es fundamental analizar los sistemas desde la perspectiva de los procesos definidos. <strong>Los procesos son lo primero y lo más importante</strong>; no se puede empezar la casa por el tejado.</span></div>
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<span style="font-family: "verdana" , sans-serif; font-size: large;">Finalmente es bueno tener claro que, hoy en día, <strong>no existe ninguna solución end-to-end para Compras</strong>. Tendremos interfaces entre las distintas soluciones elegidas. Eso implica una gestión integral.</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh54x7LOqNW6j353Cztmnhiy59uWdzNbfpTbcw_tyM6DdRJqZYOWkyqbOCXxfJZ3CcjE04UAip8s47Ys7Q_akuZytpXkKf4C1HIiX5BX_jgLx4iFPhLlkmaiWfO0NvhwoRZSN_gyZ5wFQU/s1600/casa+por+el+tejado.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="147" data-original-width="194" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh54x7LOqNW6j353Cztmnhiy59uWdzNbfpTbcw_tyM6DdRJqZYOWkyqbOCXxfJZ3CcjE04UAip8s47Ys7Q_akuZytpXkKf4C1HIiX5BX_jgLx4iFPhLlkmaiWfO0NvhwoRZSN_gyZ5wFQU/s1600/casa+por+el+tejado.png" /></a></div>
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<span style="font-size: large;"><span style="font-family: "verdana" , sans-serif; font-size: large;">Podemos progresar en nuestro viaje hacia la digitalización, analizando las posibilidades de <strong><span style="color: purple;">automatización mediante los RPAs, bots, chatbots</span></strong>, etc... </span></span></div>
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<span style="font-family: "verdana" , sans-serif; font-size: large;">Para las actividades de poco valor y muy repetitivas, el tiempo ahorrado y la eliminación de fallos son grandes ventajas. Además, son iniciativas baratas y de facil implementación.</span></div>
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<span style="font-family: "verdana" , sans-serif; font-size: large;">No hay que olvidar el factor clave de éxito: <strong>la estabilidad del proceso</strong>. Cada cambio en el propio proceso o en los interfaces significará reprogramar o volver al punto de partida.</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgmZvsMHeFscjDCPBny9yA2PzjgGa9nxcBXf5zSQst_n_eQGRbzvOvsZjZ6knn0Ee0058uhPLVG-C8W6sbf_djspNYLpYtoywNxyYpRi7JX69GU2M6SAknI7pJWumrDjNP6bQNv6SDghyphenhyphenA/s1600/procesos+estables.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="157" data-original-width="189" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgmZvsMHeFscjDCPBny9yA2PzjgGa9nxcBXf5zSQst_n_eQGRbzvOvsZjZ6knn0Ee0058uhPLVG-C8W6sbf_djspNYLpYtoywNxyYpRi7JX69GU2M6SAknI7pJWumrDjNP6bQNv6SDghyphenhyphenA/s1600/procesos+estables.png" /></a></div>
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<span style="font-family: "verdana" , sans-serif; font-size: large;"><span style="font-size: large;"><span style="font-family: "verdana" , sans-serif; font-size: large;">Con estos 2 primeros pasos, ahora toca entrar en el increíble mundo del big data, text mining y/o inteligencia artificial. Hay avances fenomenales en muchos campos y en otras muchas funciones dentro de las empresas. Los departamentos de Compras tienen retraso. Los beneficios son incalculables.</span></span></span><br />
<span style="font-family: "verdana" , sans-serif; font-size: large;"><span style="font-size: large;"><span style="font-family: "verdana" , sans-serif; font-size: large;"><span style="font-family: "verdana" , sans-serif; font-size: large;">De nuevo, lo más importante es <strong>la calidad de los 'inputs'</strong> es decir de la información o datos que se van a analizar. </span></span></span></span><br />
<span style="font-family: "verdana"; font-size: large;">Antes los datos se intentaban ubicar en una pocas plataformas bien inter-conectadas. Muchas empresas han perseguido el sueño de la super plataforma única gastando más y más dinero. Ahora sabemos que el famoso 'data lake' viene de un ecosistema de datos procedentes de numerosas fuentes muy distintas en formato y modalidad de acceso.</span></div>
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<span style="font-family: "verdana" , sans-serif; font-size: large;">Lo primero consiste en <strong>mejorar la gestión y la calidad de los datos</strong>. </span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjWd0seh7eZX431F2ME4rmzXVRE-e1LvcG17rhAcIfzU_flzEt-dzF2rxPH9Hu0vxRLLmgXMoNdKYq6Up_KHLkkFZQYamNp18iru0QbQsLFQ7m9rkJkld0Rrpka6AP6DMyQybLjbcocCJQ/s1600/data+mgmt.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="154" data-original-width="194" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjWd0seh7eZX431F2ME4rmzXVRE-e1LvcG17rhAcIfzU_flzEt-dzF2rxPH9Hu0vxRLLmgXMoNdKYq6Up_KHLkkFZQYamNp18iru0QbQsLFQ7m9rkJkld0Rrpka6AP6DMyQybLjbcocCJQ/s1600/data+mgmt.png" /></a></div>
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<span style="font-family: "verdana" , sans-serif; font-size: large;">Comentando solamente los aspectos más conocidos de la digitalización, podemos concluir con el<strong> block chain</strong>. Me recuerda al EDI en los 90´s que, en su día, supuso una revolución en el mundo del aprovisionamiento. Con el block chain vamos a vivir grandes disrupciones, progresos y resultados. No cabe duda.</span></div>
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<span style="font-family: "verdana" , sans-serif; font-size: large;">El EDI fue exitoso cuando se supo manejar de forma sectorial y con los grandes actores trabajando de forma coordinada en su implementación. </span></div>
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<span style="font-family: "verdana" , sans-serif;"><span style="font-size: large;">Creo que el éxito del block chain requiere lo mismo: tener a <strong>los principales actores de un ecosistema (multi-sectorial) de acuerdo</strong> y empujando en la misma dirección a largo plazo. Veremos hasta donde llega la experiencia de block chain lanzada por Wall Mart. Se debe seguir con atención los progresos de la(s) red(es) Alastria en España.</span></span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiVTCI1ElBXISd-YNZW4Tuzshg0oftX-hP61SjNY12tdT16XLoIOpkL83hZ74Mrd_jDjWaVS4mvErO8h3FVfT1vcfY-BwhOl8t3MzQ14NzmKkmytQFi7KGKVLyF0deQluqH3nmKFaC2TNg/s1600/gestionar+ecosistema.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="192" data-original-width="185" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiVTCI1ElBXISd-YNZW4Tuzshg0oftX-hP61SjNY12tdT16XLoIOpkL83hZ74Mrd_jDjWaVS4mvErO8h3FVfT1vcfY-BwhOl8t3MzQ14NzmKkmytQFi7KGKVLyF0deQluqH3nmKFaC2TNg/s1600/gestionar+ecosistema.png" /></a></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgA8Oom8_TXkU4aomI-xLK4KPtraOnt4mIjqoxAHpP6DilwjUScC4xPf9jGhqKF6gBhLsYfbv3XM5h2DtRJMkbTHXfgTcM2a0rCDKw2oBNgNggthGzrdvtMfVcM0pjy8yXuE97OTH0kBXM/s1600/gestionar+ecosistema.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: "verdana" , sans-serif; font-size: large;"></span></a><br /></div>
<span style="font-family: "verdana" , sans-serif; font-size: large;"></span><span style="font-family: "verdana" , sans-serif; font-size: large;"><em>El Data, Digital & Tech éstá cambiando los negocios, las empresas, las organizaciones y por supuesto los departamentos de Compras. </em></span></div>
<div style="text-align: justify;">
<span style="font-size: large;"><em><em><span style="font-family: "verdana" , sans-serif; font-size: large;"><em>El futuro de la función de Compras será:</em></span></em></em></span></div>
<div style="text-align: justify;">
<span style="font-family: "verdana" , sans-serif; font-size: large;"><em>- 50% Estrategia, Personas & Colaboración para un mejor alineamiento con el negocio y mayor creación de valor para las empresas;</em></span></div>
<div style="text-align: justify;">
<span style="font-family: "verdana" , sans-serif; font-size: large;"><em>- 50% Data, Digital & Tech para una mayor performance operacional y para desarrollar un riguroso business intelligence.</em></span></div>
<div style="text-align: justify;">
<span style="font-family: "verdana";"><em><span style="font-family: "verdana" , sans-serif; font-size: large;">Tenemos mucho trabajo apasionante por delante.</span> </em></span></div>
<em><span style="font-family: "verdana";"><br /></span></em><em><span style="font-family: "verdana";"><br /></span></em><br />
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><b><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><br /></span></b></span></span></span></span></span></span></span>Stéphane Morelhttp://www.blogger.com/profile/07126442050981974493noreply@blogger.com1tag:blogger.com,1999:blog-6691063632319276522.post-28349733166105969542020-02-09T14:02:00.000-08:002020-02-09T14:15:07.599-08:00P@51 La famosa Digitalización... de Compras (parte IV)<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgKZyPhzHizMx_Uo6CroXktKgbt5wuChPl4iCsiru0RECHz4GRtobtcSxEuk5GLcui-A0mTxidIKSzKKlgYA5teC7XeAc3YVars2HGyw6TrPVI6WuL8kgyA9Z8uWwEZS81J70G8ftUvhSU/s1600/digital+tr.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="370" data-original-width="563" height="210" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgKZyPhzHizMx_Uo6CroXktKgbt5wuChPl4iCsiru0RECHz4GRtobtcSxEuk5GLcui-A0mTxidIKSzKKlgYA5teC7XeAc3YVars2HGyw6TrPVI6WuL8kgyA9Z8uWwEZS81J70G8ftUvhSU/s320/digital+tr.jpg" width="320" /></a></div>
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: small; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><br /></span><br />
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: small; mso-ansi-language: ES; mso-bidi-font-family: Arial;">Digitalización! </span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><br /><span style="font-family: "verdana" , sans-serif;"></span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span style="font-family: "verdana" , sans-serif;">Es EL tema; l<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;">a digitalización
de Compras está progresando a buen ritmo siendo un asunto complicado y
ciertamente aún confuso. </span></span></span></span></span></span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><br /><span style="font-family: "verdana" , sans-serif;"></span></span></span></span></span></span></span></div>
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"></span></span></span></span></span></span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;">Al intentar <a href="https://provocaccioncompras.blogspot.com/2019/07/p-la-famosa-digitalizacion-de-compras.html" target="_blank">descifrar la Digitalización</a>, vimos 3 posibles ejes de trabajo:<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span style="font-family: "verdana" , sans-serif;"><br />
</span></span></span></span></span></span></span><br />
<ul style="direction: ltr; list-style-type: disc;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span style="font-family: "verdana" , sans-serif;">
</span>
<li style="color: black; font-style: normal; font-weight: normal;"><div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><b><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><a href="https://provocaccioncompras.blogspot.com/2019/09/p49-digitalizacion-del-proceso-de.html" target="_blank">Digitalización del proceso de compras</a></span></b><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;">.</span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span></li>
<span style="font-family: "verdana" , sans-serif;">
</span>
<li style="color: black; font-style: normal; font-weight: normal;"><div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;">Evaluar <b><a href="https://provocaccioncompras.blogspot.com/2019/12/p50-la-famosa-digitalizacion-de-compras.html" target="_blank">las oportunidades y los riesgos relacionados con la digitalización en las distintas categorías de compras</a> y los distintos mercados de proveedores</b>.</span></div>
<span style="font-family: "verdana" , sans-serif;">
</span></li>
<span style="font-family: "verdana" , sans-serif;">
</span>
<li style="color: black; font-style: normal; font-weight: normal;"><div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span style="font-family: "verdana" , sans-serif;">Cómo <b>Compras puede ayudar a la empresa en su propio proceso de digitalización.</b></span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span></li>
<span style="font-family: "verdana" , sans-serif;">
</span></span></span></span></span></ul>
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span style="font-family: "verdana" , sans-serif;">
</span></span></span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;">Hoy nos centraremos en el 3er y último enfoque: ¿Cómo Compras puede ayudar en la digitalización de la propia empresa?</span></span></span></span></span></span></span></span></span></span></span></span></span></div>
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;">La digitalización de las empresas está ya en marcha desde hace tiempo con incertidumbres y numerosos proyectos piloto lanzados en varias áreas de la empresa. La velocidad del cambio seguirá aumentando.</span></span></span></span></span></span></span></span></span></span></span><br />
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span style="font-family: "verdana" , sans-serif;">
</span></span></span><br />
<div style="color: black; font-style: normal; font-weight: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;">La Digitalización del negocio ocurrirá con o sin Compras, por lo cual, los retos para la función de Compras son aún mayores en este ámbito: </span></span></span></div>
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;">
<span style="font-family: "verdana" , sans-serif;">
</span></span></span><div style="color: black; font-style: normal; font-weight: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><br /></span></span></span></div>
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;">
<div style="color: black; font-style: normal; font-weight: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><br /><br />
<span style="font-family: "verdana" , sans-serif;"></span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><div style="color: black; font-style: normal; font-weight: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span style="font-family: "verdana" , sans-serif;"> <strong><span style="color: purple;">1. <span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;">¿Objetivos del negocio?</span></span></strong></span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span></span></span><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;">El equipo de Compras necesita haber logrado cierta
madurez, un posicionamiento suficiente en la compañía para poder entender y
comentar los objetivos del negocio en cuanto a la digitalización. Parece obvio,
pero en la realidad estamos hablando de conversaciones poco frecuentes,
difíciles y a veces ambiguas con importantes stakeholders. </span></span><br />
<span style="font-family: "verdana";"><br /></span></div>
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><br /></span><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span style="font-family: "verdana" , sans-serif;"> <strong><span style="color: purple;">2. ¿Impactos en las categorías?</span></strong></span></span><br />
<div style="color: black; font-style: normal; font-weight: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;">El departamento de Compras debe ser capaz de medir el
impacto en las categorías de compras:</span></span></div>
<span style="font-family: "verdana" , sans-serif;"></span><br />
<ul style="direction: ltr; list-style-type: disc;"><span style="font-family: "verdana" , sans-serif;">
</span>
<li style="color: black; font-style: normal; font-weight: normal;"><div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;">Identificar las
categorías que pueden “morir” a corto/medio/largo plazo y gestionar su
extinción progresiva.</span></div>
<span style="font-family: "verdana" , sans-serif;">
</span></li>
<span style="font-family: "verdana" , sans-serif;">
</span>
<li style="color: black; font-style: normal; font-weight: normal;"><div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span style="font-family: "verdana" , sans-serif;">Analizar cómo gestionar
nuevas categorías que probablemente no encajan a la primera en la segmentación actual
de las categorías y su repartición entre los distintos category managers. Ejemplo:
robots, exo-esqueletos, drones, nuevos servicios de todo tipo.</span><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><br /></span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span></li>
<span style="font-family: "verdana" , sans-serif;">
</span></ul>
<ol start="3" style="margin-top: 0cm;" type="1"><span style="font-family: "verdana" , sans-serif;">
</span></ol>
<div style="color: black; font-style: normal; font-weight: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span style="font-family: "verdana" , sans-serif;"><br /></span></span><br />
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span style="font-family: "verdana" , sans-serif;"> <strong><span style="color: purple;">3. ¿RFS ágiles o crowdsourcing?</span></strong></span></span></div>
<div style="color: black; font-style: normal; font-weight: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;">Es muy probable que el negocio esté abordando la
digitalización mediante proyectos piloto con un cierto nivel de incertidumbres.
El tradicional Sourcing Process de Compras no aplica (ni por la rigidez del
propio proceso, ni por los plazos asociados). Compras debe aventurarse a lanzar
RFS (Request For Solution) de forma ágil (en ‘Sprints’ de 3 semanas aprox.) o
retos mediante el sistema de crowdsourcing. Son dos nuevas maneras de trabajar
no solamente para Compras sino también para los departamentos de Finanzas y
Legal que pueden fácilmente vetar estas iniciativas.</span></span><br />
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"></span></span><br /></div>
<div style="color: black; font-style: normal; font-weight: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><br /><br />
<span style="font-family: "verdana" , sans-serif;"></span></span></span><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span style="font-family: "verdana" , sans-serif;"> <span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><strong><span style="color: purple;">4. ¿Nuevos proveedores?</span></strong></span></span></span></span></span></span></span></span></span></span></div>
<div style="color: black; font-style: normal; font-weight: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;">La probabilidad de tener que pactar con nuevos
proveedores es alta:</span></span></div>
<span style="font-family: "verdana" , sans-serif;"></span><br />
<ul style="direction: ltr; list-style-type: disc;"><span style="font-family: "verdana" , sans-serif;">
</span>
<li style="color: black; font-style: normal; font-weight: normal;"><div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;">Recurriendo a grandes
multinacionales (IBM, Microsoft, Amazon, Siemens etc...) o, todo lo contrario,
implicando a startups</span></div>
<span style="font-family: "verdana" , sans-serif;">
</span></li>
<span style="font-family: "verdana" , sans-serif;">
</span>
<li style="color: black; font-style: normal; font-weight: normal;"><div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;">Acudiendo eventualmente a
proveedores ajenos al sector por lo tanto desconocedores de los usos y
costumbres.</span></div>
<span style="font-family: "verdana" , sans-serif;">
</span></li>
<span style="font-family: "verdana" , sans-serif;">
</span></ul>
<ol start="5" style="margin-top: 0cm;" type="1"><span style="font-family: "verdana" , sans-serif;">
</span></ol>
<div style="color: black; font-style: normal; font-weight: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span style="font-family: "verdana" , sans-serif;"> </span></span><br />
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span style="font-family: "verdana" , sans-serif;"> <strong><span style="color: purple;">5. ¿Nuevo on-boarding de los proveedores?</span></strong></span></span></div>
<div style="color: black; font-style: normal; font-weight: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;">Muchos de los proveedores elegidos no aceptarán/no podrán
cumplir con los procesos, las normas de homologación y los requerimientos
asociados al on-boarding. Para estos casos, es preciso crear un proceso
paralelo simplificado y flexible de on-boarding, implicando de nuevo las áreas
de Finanzas, Legal junto con IT, Supply Chain o Calidad. </span></span></div>
<div style="color: black; font-style: normal; font-weight: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><br /></span></span></div>
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"></span></span><br />
<div style="color: black; font-style: normal; font-weight: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<br /></div>
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;">
<span style="font-family: "verdana" , sans-serif;"></span></span></span><br />
<div style="color: black; font-style: normal; font-weight: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span style="font-family: "verdana" , sans-serif;"> <strong><span style="color: purple;">6. ¿Collaborative Business Management?</span></strong></span></span></span></span><br />
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span style="color: purple;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;">En todo caso, el acuerdo de colaboración con el proveedor
seleccionado se pactará dentro de un marco poco definido y que irá
evolucionando de forma muy periódica en el tiempo. Los SLAs y los programas
tradicionales de SRM no pueden funcionar por ser demasiado rígidos.</span><strong> </strong></span></span></span></span></span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;">Compras, Legal y el negocio deben aprender a establecer
nuevos acuerdos de colaboración, así como un modelo más avanzado de gestión de
las relaciones a largo plazo (llamado Vested model, <span style="mso-spacerun: yes;"> </span>Collaborative Business Mgmt., Trading
Relationship Mgmt. o Joint Account Mgmt.)</span></span><br />
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><br /><span style="font-family: "verdana" , sans-serif;"></span></span></span><br />
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><strong><em><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;">Ayudar en el propio proceso
de digitalización de la empresa permite a la función de Compras contribuir de
forma significativa a la estrategia competitiva de la empresa. </span><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;">¿Qué
opinas? ¿Puedes compartir casos de éxito?</span></span></em></strong></span></span></div>
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><br /></span><br />
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 10pt;"><br /></span>Stéphane Morelhttp://www.blogger.com/profile/07126442050981974493noreply@blogger.com1tag:blogger.com,1999:blog-6691063632319276522.post-52060488554821272472019-12-23T09:00:00.000-08:002020-02-09T14:12:34.170-08:00P@50 - La famosa Digitalización... de Compras (parte III)<div style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><br /></span></span></div>
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<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj__TGcTN9VkMnD2-QHHlGk8On4yB_gsqTGSAoRwQtQpYFHyYECFLyg4_jO9Z1f9wFHWO0LRrJQbAuGxtEOyP8pcVohwO5kZ1NGDO4_71nHj-sONZi6d-t3llnLi8oCj3FvRlBxnRgvji4/s1600/OA1.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="327" data-original-width="441" height="236" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj__TGcTN9VkMnD2-QHHlGk8On4yB_gsqTGSAoRwQtQpYFHyYECFLyg4_jO9Z1f9wFHWO0LRrJQbAuGxtEOyP8pcVohwO5kZ1NGDO4_71nHj-sONZi6d-t3llnLi8oCj3FvRlBxnRgvji4/s320/OA1.png" width="320" /></a></div>
<div style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none;">
<br /></div>
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-family: Arial;"></span><br />
<div style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><br /></span></span></span><br />
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">Digitalización! </span></span></span></div>
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-family: Arial;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">Es trending
topic; está pasando y es un tema complicado. En el ámbito de Compras, me he
puesto a reflexionar sobre el asunto ya que lo veía un poco confuso.</span></span></span></div>
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-family: Arial;">
</span><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><br /></span></span></span></div>
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-family: Arial;">
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">Vimos que la
<a href="http://provocaccioncompras.blogspot.com/2019/07/p-la-famosa-digitalizacion-de-compras.html" target="_blank">'digitalización de Compras'</a> tiene 3 ejes de trabajo:</span></span></div>
<ul>
<li><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><b><a href="http://provocaccioncompras.blogspot.com/2019/09/" target="_blank">Digitalización del proceso de compras</a></b>. </span></span></div>
</li>
<li><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">Evaluar <b>las oportunidades y los riesgos relacionados
con la digitalización en las distintas categorías de compras y los
distintos mercados de proveedores</b>. </span></span></div>
</li>
<li><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">Cómo <b><a href="https://provocaccioncompras.blogspot.com/2020/02/p51-la-famosa-digitalizacion-de-compras.html" target="_blank">Compras puede ayudar a la propiaempresa en su proceso de digitalización</a>.</b></span></span></div>
</li>
</ul>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">Hoy nos centraremos en el 2ndo enfoque:
Oportunidades y riesgos en las categorías de compras.</span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><br /></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><b style="mso-bidi-font-weight: normal;"><span style="color: purple;">El Category Management está cambiando.</span> </b></span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">El contenido de la
metodología de la gestión por categoría ha sido bastante estable desde los años
90 del siglo pasado hasta el 2015 aprox. El hecho relevante es que hemos ido
progresando mucho en la implementación y profesionalización del Catman. </span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">Después
de la foto general de la categoría, como segunda etapa, tenemos la
investigación del mercado junto con el análisis de la cadena de suministro (incl.
análisis de la cadena de valor) y la creación de fichas detalladas de los principales
proveedores. </span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">En la investigación de mercado, solemos usar el análisis PESTLE (o
PESTEL) así como las 5 fuerzas de Porter. </span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">Centrándonos en el análisis PESTLE,
vemos que, en los últimos años, dos dimensiones han ido cobrando mucha
importancia:</span></span></div>
<ul>
<li><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">La E de ecología, medioambiente o sostenibilidad </span></span></div>
</li>
<li><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">La T de tecnología
o digitalización ya que ahora este capítulo debe incluir sin duda ninguna el Data,
Digital and Tech. </span></span></div>
</li>
</ul>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><b style="mso-bidi-font-weight: normal;"><span style="color: purple;"><br /></span></b></span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><b style="mso-bidi-font-weight: normal;"><span style="color: purple;">Análisis de la digitalización
de la categoría (la T del PESTLE)</span> </b></span></span></div>
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><div style="margin: 0cm 0cm 0pt; text-align: justify;">
Respecto a la categoría estudiada y el
mercado de proveedores correspondiente, se trata, primero, de analizar las
tendencias, los posibles impactos o riesgos futuros, las oportunidades que se
pueden presentar en cuanto a la digitalización: </div>
<ul>
<li><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-family: Arial; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="font-family: "verdana" , sans-serif;">Apps & plataformas, </span></span></div>
</li>
<li><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-family: Arial; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="font-family: "verdana" , sans-serif;">Blockchain,
</span></span></div>
</li>
<li><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-family: Arial; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="font-family: "verdana" , sans-serif;">Ciberseguridad, </span></span></div>
</li>
<li><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-family: Arial; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="font-family: "verdana" , sans-serif;">Drones, IA/text mining, </span></span></div>
</li>
<li><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-family: Arial; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="font-family: "verdana" , sans-serif;">Impresión 4D, </span></span></div>
</li>
<li><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-family: Arial; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="font-family: "verdana" , sans-serif;">IOT, </span></span></div>
</li>
<li><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-family: Arial; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="font-family: "verdana" , sans-serif;">Realidad virtual,
</span></span></div>
</li>
<li><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-family: Arial; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="font-family: "verdana" , sans-serif;">RPA, </span></span></div>
</li>
<li><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-family: Arial; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="font-family: "verdana" , sans-serif;">Robots,</span></span></div>
</li>
<li><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-family: Arial; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="font-family: "verdana" , sans-serif;">Exoesqueletos,</span></span></div>
</li>
<li><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-family: Arial; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="font-family: "verdana" , sans-serif;">Self-driving,</span></span></div>
</li>
<li><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-family: Arial; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="font-family: "verdana" , sans-serif;">Visualización de datos,</span></span></div>
</li>
<li><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-family: Arial; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="font-family: "verdana" , sans-serif;">...</span></span></div>
</li>
</ul>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">En
segundo lugar, se analiza el posible impacto respecto a la propia red de
proveedores: </span></span></span></span></div>
</span></span></span><br />
<ul>
<li><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">¿Cuáles son las consecuencias para la gran mayoría de los
proveedores del mercado?</span></span></span></span></div>
</li>
<li><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">¿Cuáles son las competencias a desarrollar por parte de
los proveedores para subsistir? </span></span></span></span></span></span></span></span></div>
</li>
<li><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">¿Quiénes pueden ser los próximos líderes del
sector?</span></span></span></span></span></span></span></span></span></span></span></span></div>
</li>
<li><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">¿Tendremos nuevos actores en el mercado capaces de ofrecer innovaciones
disruptivas?</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
</li>
<li><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">¿En qué medida se van a crear nuevos ecosistemas?</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
</li>
</ul>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">Finalmente,
veremos los impactos, riesgos y oportunidades en cuanto a la estrategia de la
categoría; identificaremos posibles palancas de optimización del gasto y opciones
de innovación; revisaremos el panel de proveedores y repensaremos la gestión de
las relaciones con los proveedores; plantearemos la gestión de posibles nuevos
ecosistemas.</span></span></span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><br /></span></span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">E<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">s evidente que investigar estos aspectos para nuestras principales
categorías se ha vuelto el todo necesario. </span></span></span></span></span></span></span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">En muchos casos, los impactos sobre
la estrategia de la categoría van a ser significantes.</span></span></span></span></span></span></span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><br /></span></span></span></span></span></span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">Hay un
largo viaje por delante de nosotros. Hay mucho aun por hacer con el Category
Management.</span></span></span></span></span></span></span></span></span></span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><br /></span></span></span></span></span></span></span></span></span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><strong><em>¿Puedes compartir una experiencia o caso de éxito respecto al estudio
del Data, Digital & Tech en una de tus categorías?</em></strong></span></span></span></span></span></span></span></span></span></span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><br /></span></span></span></span></span></span></span></span></span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><br /></span></span></span></span></span></span></span></span></span></span></div>
<div style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none;">
<span style="font-family: "times new roman";">
</span></div>
<br />
<div style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none;">
<br /></div>
<br />Stéphane Morelhttp://www.blogger.com/profile/07126442050981974493noreply@blogger.com0tag:blogger.com,1999:blog-6691063632319276522.post-51655612061760079762019-09-24T00:35:00.000-07:002020-03-14T06:30:40.488-07:00P@49 - La famosa Digitalización... de Compras (parte II)<br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">Digitalización! </span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">Es el buzzword, está pasando y es un tema complicado. En
el ámbito de Compras, creo que es sano reflexionar sobre el asunto.</span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><br /></span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">En un primer post, vimos que <a href="https://provocaccioncompras.blogspot.com/2019/07/p-la-famosa-digitalizacion-de-compras.html" target="_blank">la 'digitalización de Compras'</a> tiene 3 ejes de trabajo:</span></span></span></span></span></span></span></div>
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"></span></span></span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<ul style="direction: ltr; list-style-type: disc;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;">
<li style="color: black; font-style: normal; font-weight: normal;"><div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-list: l1 level1 lfo2; tab-stops: list 36.0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><b><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;">Digitalización del proceso de compras</span></b><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;">.</span></span></div>
</li>
<li style="color: black; font-style: normal; font-weight: normal;"><div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-list: l1 level1 lfo2; tab-stops: list 36.0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">Evaluar <b><a href="https://provocaccioncompras.blogspot.com/2019/09/p49-digitalizacion-del-proceso-de.html" target="_blank">las oportunidades y los riesgos relacionados con la digitalización en las distintas categorías</a> de compras y los distintos mercados de proveedores</b>.</span></span></div>
</li>
<li style="color: black; font-style: normal; font-weight: normal;"><div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-list: l1 level1 lfo2; tab-stops: list 36.0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">Cómo <b><a href="https://provocaccioncompras.blogspot.com/2020/02/p51-la-famosa-digitalizacion-de-compras.html" target="_blank">Compras puede ayudar a la propia empresa en su proceso de digitalización</a></b></span></span></div>
</li>
</span></span></span></ul>
<br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">Hoy nos centraremos en el 1er enfoque: la digitalización del proceso de compras<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><br /><span style="font-family: "verdana" , sans-serif;"></span></span></span></span></span></span></span></span></div>
</div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"></span></span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">¿Por qué la digitalización en Compras es importante?</span></span></b></span></span></div>
<div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-layout-grid-align: none;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">Veo al departamento de Compras como un buscador de soluciones y un conector entre necesidades optimizadas del negocio y capacidades reales de los proveedores. Al realizar adecuadamente esta conexión, contribuimos de forma inmediata a la estrategia competitiva de la empresa.</span></span></div>
<div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-layout-grid-align: none;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">Por lo tanto, como cualquier empresa o función, Compras debe enfocarse en la creación de valor sostenible tomando en cuento el entorno VUCA actual, lo que implica solucionar 4 retos:</span><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><br /></span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<ul>
<li><div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><strong><span style="color: purple;">‘Híper conciencia’</span></strong>: es la
capacidad de detectar, reaccionar o aprovechar los cambios en el sector, la
empresa, los mercados de proveedores y los propios proveedores. Se trata de
conocer los factores internos y externos que pueden impactar en la empresa para
bien o para mal.</span></span></div>
</li>
<li><div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><strong><span style="color: purple;">Toma de decisión basada en la
información</span></strong>: la capacidad de poder tomar la mejor decisión posible dependiendo
del contexto o situación y en base a muchos datos desestructurados (internos y
externos) debidamente analizados.</span></span></span></span></div>
</li>
<li><div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><strong><span style="color: purple;">‘User experience’</span></strong>: la
capacidad de diseñar una interacción sencilla, eficaz y sobre todo inmediata con
el cliente interno. </span></span></span></span></span></span></div>
</li>
<li><div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><strong><span style="color: purple;">Ejecución rápida</span></strong>: la capacidad
de implementar iniciativas con rapidez y flexibilidad. </span></span></span></span></span></span></span></span></div>
</li>
</ul>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">Reflexionando
sobre la digitalización del proceso de Compras, un director de Compras tendría
que preguntarse: </span></span></b></span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<ul style="direction: ltr; list-style-type: disc;">
<li style="color: black; font-style: normal; font-weight: normal;"><div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">¿En qué grado de madurez se
encuentra el departamento? (así se tiene claro el viaje que hay por delante y
lo que se podrá generar o no para el negocio)</span></span></div>
</li>
<li style="color: black; font-style: normal; font-weight: normal;"><div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">¿Cómo el departamento puede (a
corto y medio plazo) y podrá (a largo plazo) ayudar a la empresa?</span></span></div>
<div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-layout-grid-align: none;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">(es la famosa definición del valor de Compras; usando por ejemplo el método
RAQCSI)</span></span></div>
</li>
<li style="color: black; font-style: normal; font-weight: normal;"><div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">¿Cuál es el ‘user journey’
actual (para los propios compradores y más aún para el negocio)? (debemos ante
todo entender los dolores de cabeza creados por los procesos y sistemas de
Compras)</span></span></div>
</li>
<li style="color: black; font-style: normal; font-weight: normal;"><div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">¿Cómo la digitalización puede
ayudar?</span></span></div>
</li>
<li style="color: black; font-style: normal; font-weight: normal;"><div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">¿De qué recursos humanos y
financieros dispongo?</span></span></div>
</li>
<li style="color: black; font-style: normal; font-weight: normal;"><div style="color: black; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">¿Por dónde empezar con la
digitalización? </span></span></div>
</li>
</ul>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">La
digitalización de Compras y el proceso end-to-end (E2E) de Compras:</span></span></b></span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">Para saber por dónde empezar, hay que revisar a
fondo el proceso E2E de Compras. <span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;">Existen mil maneras de mapearlo. Una posible opción sería
la siguiente:</span></span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<ul>
<li><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><strong><span style="color: purple;">Category Mgmt.</span><span style="color: purple;">:</span></strong> mediante un robusto
análisis interno y externo, un estudio de las necesidades y de la demanda así
como una investigación de los costes, el negocio y Compras fijan una estrategia
para la categoría estudiada: estrategia a largo plazo (incl.: beneficios para
el negocio, aspectos clave de sostenibilidad e impactos del digital, ‘buying
channel’ recomendado...), lista de iniciativas, estrategia de proveedores,
estrategia de stakeholders, gestión de riesgos, plan de implementación.</span></div>
</li>
<li><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><strong><span style="color: purple;">Sourcing Mgmt.</span><span style="color: purple;">:</span></strong> para poder adquirir
productos, bienes o servicios, es el proceso de búsqueda y evaluación de
proveedores, petición de oferta, negociación, adjudicación. Se realiza mediante
las RFX’s. </span></span></span></div>
</li>
<li><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: purple;"><strong>C</strong></span><span style="font-family: "verdana" , sans-serif;"><strong><span style="color: purple;">ontract Mgmt.</span><span style="color: purple;">:</span></strong> de forma amplia es la
gestión de la base de datos de contratos. Incluye: la fijación de criterios
para firmar o no un contrato, definición y armonización de los tipos y modelos
de contratos, la redacción/negociación/firma de contratos, la gestión
documental, la actualización de los contratos con acuerdos de nivel de
servicio, gestión contractual durante la vigencia hasta el vencimiento. </span></span></span></span></span></div>
</li>
<li><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><strong><span style="color: purple;">P2P (Procure to Pay)</span><span style="color: purple;">:</span></strong>
creación del proveedor en el sistema, solicitud de compra y pedido mediante el
buying channel seleccionado, hasta el pago de la factura del proveedor.</span></span></span></span></span></span></div>
</li>
<li><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><strong><span style="color: purple;">Supplier Mgmt</span><span style="color: purple;">.:</span></strong> homologación y
auditoría de los proveedores, segmentación del panel de proveedores, gestión de
los proveedores estratégicos (programa de SRM_Supplier Relationship Mgmt.) y de
los muy pocos partners (Collaborative Business Mgmt.)</span></span></span></span></span></span></span></span></div>
</li>
<li><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><strong><span style="color: purple;">Risk Mgmt.:</span></strong> identificación,
evaluación, priorización y seguimiento de los principales riesgos de mercado,
suministro, proveedores, productos o servicios.</span></span></span></span></span></span></span></span></span></span></div>
</li>
<li><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: purple;"><strong>Insights Mgmt.</strong><strong>:</strong></span> gestión global de los
datos relacionados con Compras, análisis y visualización del gasto, análisis de
mercados y proveedores, reporting o balance scorecard de la organización de
Compras.</span></span></span></span></span></span></span></span></span></span></span></span></div>
</li>
<li><div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: purple;"><strong>Compliance Mgmt.</strong><strong>:</strong></span>
compliance en cuanto a los pedidos; definición, gestión y optimización de los
controles internos a realizar para asegurar un proceso conforme de Compras.
Gestión de las auditorías internas.</span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
</li>
</ul>
<span style="font-family: "verdana" , sans-serif;">
</span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">En el detalle, los procesos son interdependientes y las
sub-actividades se mezclan entre varios procesos.</span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><br /></span></span></span></span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">Posteriormente, podemos mapear las opciones digitales a
los procesos y empezar a priorizar:</span></span></span></span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "arial";"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;">(lista non exhaustiva)</span></span></span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><br /></span></span></span></span></div>
<div class="separator" style="clear: both; text-align: center;">
<br /></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhAkyv9pBpfPAByYq8nOzxP7FrDkElrM5bBV_shOg1e1ryiHSDfTMxtBupf1Q_AiBQhQvaiR5Sd757Qoi9UPRdpZ13MtD2LQ9YEjPK91XpyFvlZqaB7ASMEHEKPlNbsuMdrXhPagzEVaRs/s1600/digitalization.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="819" data-original-width="1386" height="377" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhAkyv9pBpfPAByYq8nOzxP7FrDkElrM5bBV_shOg1e1ryiHSDfTMxtBupf1Q_AiBQhQvaiR5Sd757Qoi9UPRdpZ13MtD2LQ9YEjPK91XpyFvlZqaB7ASMEHEKPlNbsuMdrXhPagzEVaRs/s640/digitalization.jpg" width="640" /></a></div>
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><br /></span></span></span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<br /></div>
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;">Es evidente que, queramos o no, la tecnología y la
digitalización son del todo indispensable. </span></span></span></span></span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;">En muchos casos, los</span><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial; mso-bidi-font-size: 11.0pt;"> proyectos de digitalización de los procesos de Compras suelen
ser retos totalmente nuevos. E</span><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;">so implica desarrollar y/o
adquirir las competencias y los talentos correspondientes. </span></span></span></span></span></span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">Hay un largo viaje por delante de nosotros. <span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">En la función de Compras estamos dando los primeros
pasos.</span></span></span></span></span></span></span></span></span></span></span></span></span></div>
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><br /></span></span></span></span></span></span></span></span></span></span></span></div>
<span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"></span></span></span></span></span></span></span></span></span></span></span></span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"></span></span></span></span></span></span></span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><strong><em>¿Puedes compartir una experiencia o caso de éxito
en torno a la digitalización del proceso de Compras?</em></strong></span></span></span></span></span></span></span></div>
</div>
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">
</span></span></span></span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><br /></span></span></span></div>
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">
</span></span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"></span></span></span></span><br />
<div style="margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><br /></span></span></span></span></span></span></span></div>
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Stéphane Morelhttp://www.blogger.com/profile/07126442050981974493noreply@blogger.com1tag:blogger.com,1999:blog-6691063632319276522.post-60178855177165134392019-07-31T10:00:00.000-07:002020-03-14T06:21:02.257-07:00P@48 - La famosa Digitalización... de Compras (parte I)<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiFzIx_swin8Z0rYnqg8RypjYt7nkujL46Xmcm7ahEyhpo3cwZEJm7zPPvxXbZNxGOQvBbCMUaF5lBoqqCdq9jgtoRhKSffibWOtlqbh8FMtbWFv4Z0sDEH0ZvMn2z8tFyw5n_gyUky300/s1600/digital.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="440" data-original-width="818" height="215" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiFzIx_swin8Z0rYnqg8RypjYt7nkujL46Xmcm7ahEyhpo3cwZEJm7zPPvxXbZNxGOQvBbCMUaF5lBoqqCdq9jgtoRhKSffibWOtlqbh8FMtbWFv4Z0sDEH0ZvMn2z8tFyw5n_gyUky300/s400/digital.png" width="400" /></a></div>
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<span lang="ES" style="color: #282828; font-family: "arial" , sans-serif; font-size: 11pt;"><span style="color: black; font-family: "times new roman";"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: black; font-family: "verdana" , sans-serif; font-size: large;"><strong><br /></strong></span></span></span></span></span></span><br />
<span lang="ES" style="color: #282828; font-family: "arial" , sans-serif; font-size: 11pt;"><span style="color: black; font-family: "times new roman";"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: black; font-family: "verdana" , sans-serif; font-size: large;"><strong>Digitalización</strong>! Es el buzzword y EL tema del momento.</span></span></span></span></span></span></div>
<span lang="ES" style="color: #282828; font-family: "arial" , sans-serif; font-size: 11pt;">
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<span lang="ES" style="color: #282828; font-family: "arial" , sans-serif; font-size: 11pt;"><span style="color: black; font-family: "times new roman";"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: black; font-family: "verdana" , sans-serif; font-size: large;">Por una parte, es una realidad y está pasando. No se
puede perder el tren de la digitalización.</span></span></span></span></span></span></div>
<span lang="ES" style="color: #282828; font-family: "arial" , sans-serif; font-size: 11pt;">
</span><br />
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<span lang="ES" style="color: #282828; font-family: "arial" , sans-serif; font-size: 11pt;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black; font-family: "verdana" , sans-serif; font-size: large;">Por otra parte, se oye tanto hablar del tema que, a
menudo, pienso que hay ‘mucho ruido y pocas nueces’.</span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="color: #282828; font-family: "arial" , sans-serif; font-size: 11pt;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black; font-family: "verdana";"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="color: #282828; font-family: "arial" , sans-serif; font-size: 11pt;"><span lang="ES" style="color: #282828; font-family: "arial" , sans-serif; font-size: 11pt;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif; font-size: large;">Durante este segundo semestre del año, intentaré poner en
orden mis ideas alrededor de este tema.</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><br /><span style="font-size: large;"></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
<span style="color: black; font-family: "times new roman";"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: black;"><span style="color: black; font-family: "times new roman";"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: black; font-family: "times new roman";"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: black;"><span style="color: black; font-family: "times new roman";"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
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<span style="color: black;"><span style="color: black; font-family: "times new roman";"><span style="color: black;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: black; font-family: "times new roman";"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: black;"><span style="color: black; font-family: "times new roman";"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black; font-family: "verdana" , sans-serif; font-size: large;"><strong>Empezaré
por una definición general</strong>.</span></span></span></span></span></span></span></span></span></span></span></div>
<span style="color: black;"><span style="color: black; font-family: "times new roman";"><span style="color: black;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: black; font-family: "times new roman";"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: black;"><span style="color: black; font-family: "times new roman";"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">
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<span style="color: black; font-family: "times new roman";"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"></span></span><span style="color: black; font-family: "times new roman";"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: black; font-family: "times new roman";"><span style="color: black; font-family: "times new roman";"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span style="font-size: large;">Existen muchas definiciones. Con el tiempo la definición
y el perímetro de la ‘digitalización’ han ido cambiando y creciendo.<span style="color: black;"><span style="color: black;">
</span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span style="color: black; font-family: "times new roman";"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black; font-family: "verdana"; font-size: large;"><span lang="ES" style="mso-ansi-language: ES;"><br /></span></span></span></span></div>
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<div style="text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif; font-size: large;">Al inicio, se trataba de <strong>pasar del ‘analógico’ al ‘digital’ </strong>o convertir los datos: </span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-size: large;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;">Con la tecnología analógica, una
información, un audio, un video, un sonido </span><span lang="ES" style="mso-ansi-language: ES;">se registran o
graban (recogiendo las ondas tal y como son emitidas) para ser</span><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"> transformados en señales eléctricas continuas mediante pulsos
eléctricos de amplitud variada. </span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
<div style="text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black; font-size: large;">Con la tecnología digital,
la traducción se realiza hacia un formato binario (ceros y unos). Aparecieron
los ‘bits’ que lo cambiaron todo: </span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
<ul>
<li><div style="text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black; font-family: "verdana" , sans-serif; font-size: large;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;">Mejora de la calidad ya que el
digital es inmune al ruido y al deterioro durante la transmisión y el ciclo de
escritura/lectura. </span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
</li>
<li><div style="text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-size: large;">Almacenamiento de grandes
cantidades de bits en pequeños objetos o, mejor aún, en el 'ciberespacio'. Ahora
los datos están accesibles desde cualquier lugar del mundo en tiempo real. Los
datos son el petróleo del siglo 21.<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;">
</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
</li>
</ul>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black; font-size: large;"><br /></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
<div style="text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black; font-size: large;">Rápidamente, nos movimos hacia
la <strong>‘digitalización de las empresas’ </strong>o la adaptación de los procesos: </span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
<ul>
<li><div style="text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black; font-size: large;">El primer enfoque consistió
en la ‘eliminación del papel’, y la optimización de todos los recursos de un
negocio o empresa para aterrizarlos en un entorno online. Digitalización de la
información y cloud son las palabras claves.</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
</li>
<li><div style="text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-size: large;"><span style="color: black;">Posteriormente se habló de ‘digitalización
del negocio’ cómo adecuación del modelo de negocio de la empresa para adaptarse al cambio de los hábitos de los consumidores. Durante
un tiempo, la digitalización se centró en el aprovechamiento de </span><span style="color: #282828;">Internet como un canal de venta. </span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
</li>
</ul>
<div style="text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black; font-size: large;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><br /></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-size: large;"><span style="color: black;">Hoy en día, la <strong>‘transformación digital’,</strong>
o creación de nuevos negocios, significa </span><span style="color: #282828;">cambiar radicalmente: </span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<li><div style="text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black; font-size: large;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;">El modelo de negocio
de una compañía (diseño, producción, marketing/ventas, distribución, facturación,
...); </span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
</li>
<li><div style="text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black; font-size: large;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;">La relación con el cliente; </span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
</li>
<li><div style="text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black; font-size: large;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;">La organización interna y el gobierno corporativo.
</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black; font-size: large;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;">Además, las empresas deberían ser capaces de obtener y analizar trillones de gigas
y teras de información para tomar buenas decisiones de gestión.</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span style="font-size: large;"><br /></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
<div style="text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span style="font-size: large;">L<span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;">a digitalización engloba varias
tecnologías disruptivas que están/van a cambiar todas las reglas del juego. Las
principales son: </span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<li><div style="text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black; font-size: large;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><strong>Blockchain</strong>: el santo grial de las transacciones electrónicas seguras</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black; font-size: large;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><strong>Drones</strong>: pueden optimizar los procesos
de inspección visual; permiten entregas en zonas de muy difícil acceso; ¿Van a
revolucionar el transporte de la última milla y el transporte de personas?</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black; font-size: large;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><strong>Impresión 3d</strong>: permite la fabricación rápida
y altamente efectiva de pequeñas series de determinados componentes; da acceso
a la producción 100% personalizada. ¿Provocará el fin de las cadenas de
suministro como las conocemos hoy en día?</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black; font-size: large;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><strong>Inteligencia artificial</strong>: la clave para una toma de decisión mucho
más rápida y precisa; podemos aquí incluir el ‘machine learning' y los algoritmos de toma de decisión.</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<li><div style="text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black; font-size: large;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><strong>Internet de las cosas</strong>: el agente de la conectividad y de la
inmediatez de los datos; se incluyen aqui los nuevos captores, sensores,
materiales o tejidos inteligentes,...</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black; font-size: large;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><strong>Realidad virtual</strong>: ya no hay que tocarlo
para creerlo; podemos incluir aquí los hologramas que revolucionarán la
comunicación.</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black; font-size: large;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><strong>Robotic Process Automation</strong>: un ‘must-have’ para la simplificación
de las tareas repetitivas; incluimos aquí los ‘bots’ y ‘chatbots’.</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black; font-size: large;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><strong>Robots</strong>: el arma letal para la mejora de
la eficiencia; ¿Cuantos puestos de trabajo van a sustituir?; ¿Tendremos que
crear los productos o servicios “robots free”?</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
</li>
<li><div style="text-align: justify;">
<span style="color: #231f20; font-family: "verdana"; font-size: large;"><strong>Self-driving</strong>: el futuro del transporte está ya aqui.</span></div>
</li>
</ul>
<div style="text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black; font-size: large;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><br /></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black; font-size: large;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;">Este análisis general nos ayuda en definir más precisamente la <strong>'digitalización de Compras'</strong>.</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
<div style="text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black; font-size: large;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;">Siguiendo el excelente trabajo de Hervé Legenvre, la 'digitalización de Compras' tiene 3 ejes de trabajo:</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
<ul>
<li><div style="text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black; font-size: large;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><strong><a href="https://provocaccioncompras.blogspot.com/2019/09/p49-digitalizacion-del-proceso-de.html" target="_blank">Digitalización del proceso de compras</a></strong> y del trabajo de los compradores. Es una revisión en profundidad de los sistemas y herramientas del comprador. Hay un claro enfoque hacia el análisis y uso de los datos.</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<li><div style="text-align: justify;">
<span style="color: #231f20; font-family: "verdana"; font-size: large;">Evaluar <strong><a href="https://provocaccioncompras.blogspot.com/2019/12/p50-la-famosa-digitalizacion-de-compras.html" target="_blank">las oportunidades y los riesgos relacionados con la digitalización en las distintas categorias</a> de compras y los mútliples mercados de proveedores</strong>.</span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black; font-size: large;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;">Analizar cómo <strong><a href="https://provocaccioncompras.blogspot.com/2020/02/p51-la-famosa-digitalizacion-de-compras.html" target="_blank">Compras puede ayudar a la propia empresa en su proceso global de digitalización</a></strong>: el departamento de Compras tendrá que gestionar nuevas categorías y pilotar la extinción de otras categorías tradicionales. Compras tendrá que ayudar en el cambio de las condiciones comerciales y reglas del juego con muchos proveedores. Compras tendrá que ayudar en la incorporación de nuevos actores, muy a menudo start-up<span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #282828;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black; font-size: large;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><br /></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #282828;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black; font-size: large;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;">
</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #282828;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black; font-size: large;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black; font-size: large;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><br /></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></ul>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: #282828;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black;"><span lang="ES" style="color: #231f20; mso-ansi-language: ES; mso-bidi-font-family: Arial;"><span style="color: black; font-size: large;"><span style="color: #231f20;">Detallaremos estos 3 ejes de trabajo en los próximos posts.</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
<div style="text-align: justify;">
<span style="color: #231f20; font-family: "verdana"; font-size: large;"><br /></span><br />
<span style="color: #231f20; font-family: "verdana"; font-size: large;"><strong><em>¿Qué habeis hecho en cuanto a Digitalización en tu departamento de Compras? Puedes compartir tu experiencia.</em></strong></span></div>
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<br />Stéphane Morelhttp://www.blogger.com/profile/07126442050981974493noreply@blogger.com1tag:blogger.com,1999:blog-6691063632319276522.post-8761104053040950072019-06-04T15:11:00.004-07:002019-06-04T15:11:59.072-07:00Influir sin autoridad y las monedas de cambio
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<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiME4g18ei-0ZnwxQnIfgPFwSGgojStTHFosNzjnZx0rsriTdTrDMgb7aYa-u8mqGc9hAqkmAWE_uEEWhN0IX9EmSWLnRJTqmoflLPLDT9rI2L3yg2JmbZErtf3kuWVC4KapXxUbMkkJCo/s1600/influence.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="506" data-original-width="884" height="183" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiME4g18ei-0ZnwxQnIfgPFwSGgojStTHFosNzjnZx0rsriTdTrDMgb7aYa-u8mqGc9hAqkmAWE_uEEWhN0IX9EmSWLnRJTqmoflLPLDT9rI2L3yg2JmbZErtf3kuWVC4KapXxUbMkkJCo/s320/influence.jpg" width="320" /></a></div>
<div style="background: white; line-height: 115%; margin: 0cm 0cm 0pt; text-align: justify; text-indent: 0cm;">
<i style="mso-bidi-font-style: normal;"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span style="font-family: Calibri;"><span style="color: red;"><br /></span></span></span></i></div>
<span style="font-family: Verdana, sans-serif;">
</span><br />
<div style="background: white; line-height: 115%; margin: 0cm 0cm 0pt; text-align: justify; text-indent: 0cm;">
<span style="font-family: Verdana, sans-serif;"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><br /></span></span></div>
<div style="background: white; line-height: 115%; margin: 0cm 0cm 0pt; text-align: justify; text-indent: 0cm;">
<span style="font-family: Verdana, sans-serif;"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";">Está
claro que, en muchas empresas, el departamento de </span><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-no-proof: yes;">compras </span><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";">no decide y no puede imponer su visión al negocio,
que será el responsable de tomar la decisión final. Por lo tanto, el comprador debe ser capaz de poder influir sin autoridad, es decir, tener la habilidad de ejercer cierto
poder sobre los clientes internos para llegar conjuntamente a acuerdos,
decisiones y acciones.</span></span></div>
<div style="background: white; line-height: 115%; margin: 0cm 0cm 0pt; text-align: justify; text-indent: 0cm;">
<span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span style="font-family: Verdana, sans-serif;">Influir
no significa convencer, ni persuadir. No se consigue mucho basándonos en
repetir los mismos argumentos una y otra vez. Tampoco se trata de vender la función y sus éxitos una y otra vez. Argumentar
es bueno pero de ninguna manera
debe ser el único método que debamos emplear. </span></span></span></span></div>
<div style="background: white; line-height: 115%; margin: 0cm 0cm 0pt; text-align: justify; text-indent: 0cm;">
<span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span style="font-family: Verdana, sans-serif;">Por
supuesto, influir no consiste en manipular a la gente. Intentar controlar más o
menos sutilmente las opiniones y/o actuaciones de los clientes internos es una
estrategia peligrosa y nefasta a largo plazo, con resultados impredecibles y en
todo caso casi siempre negativos. </span></span></span></span></span></span></div>
<div style="background: white; line-height: 115%; margin: 0cm 0cm 0pt; text-align: justify; text-indent: 0cm;">
<span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span style="font-family: Verdana, sans-serif;">Existe un
robusto proceso de influencia con seis etapas claras basado en la
identificación de las monedas de cambio. A menudo, el solo proceso de análisis
del mensaje y de búsqueda de sinergias y oportunidades no es suficiente para
poder conseguir un acuerdo, un consenso o un compromiso, por más lógica que sea
la propuesta de colaboración. Eso pasa porque, detrás de las realidades
objetivas del contexto laboral en cuestión, cualquier persona tiene una agenda
escondida, una agenda mucho más personal: son las monedas de cambio. Para poder
influir uno debe encontrar las monedas de cambio de ambas partes y manejarlas
dando y tomando. </span></span></span></span></span></span></span></span></div>
<div style="background: white; line-height: 115%; margin: 0cm 0cm 0pt; text-align: justify; text-indent: 0cm;">
<span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span style="font-family: Verdana, sans-serif;"><br /></span></span></span></span></span></span></span></span></div>
<div style="background: white; line-height: 115%; margin: 0cm 0cm 0pt; text-align: justify; text-indent: 0cm;">
<span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span style="font-family: Verdana, sans-serif;">El
proceso de influencia sigue estas 6 etapas: </span></span></span></span></span></span></span></span></span></span></div>
<div style="background: white; line-height: 115%; margin: 0cm 0cm 0pt; text-align: justify; text-indent: 0cm;">
<span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span style="font-family: Verdana, sans-serif;"><br /></span></span></span></span></span></span></span></span></span></span></div>
<div style="background: white; line-height: 115%; margin: 0cm 0cm 0pt; text-align: justify; text-indent: 0cm;">
<span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><i style="mso-bidi-font-style: normal;"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span style="color: purple; font-family: Verdana, sans-serif;"><strong>Fase 1. Siempre considerar al interlocutor como
nuestro aliado</strong></span></span></i></span></span></span></span></span></span></span></span></span></span></div>
<div style="background: white; line-height: 115%; margin: 0cm 0cm 0pt; text-align: justify; text-indent: 0cm;">
<span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span style="font-family: Verdana, sans-serif;">No se
puede empezar un proceso de influencia o de establecimiento de la relación
pensando que el otro es un “enemigo”, junto a una larga lista de
descalificaciones, estereotipos, ideas equivocadas, etc. El interlocutor, guste
o no, hará que uno tenga éxito (o no) en el proyecto que hay que llevar a cabo;
solo puede ser y debe ser considerado como un aliado, lo que requiere un
esfuerzo inicial para ver dónde existen intereses comunes. No se consigue nada
peleando con un enemigo.</span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span style="font-family: Verdana, sans-serif;"><br /></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><i style="mso-bidi-font-style: normal;"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span style="font-family: Verdana, sans-serif;"><strong><span style="color: purple;">Fase 2. Tener claro los objetivos y prioridades</span></strong> </span></span></i></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span style="font-family: Verdana, sans-serif;">¿Cuáles
son los objetivos primarios y segundarios que uno busca en este proceso de
influencia? ¿Son objetivos a corto o largo plazo? ¿Se trata de must-have o de
nice-to-have? ¿Cuál es la prioridad: conseguir que la tarea sea realizada o
mejorar la relación? ¿Qué se puede negociar, qué se puede ofrecer a cambio de
conseguir lo mínimo necesario? ¿Conseguir una victoria a corto plazo vale más
que el posible riesgo de dañar la relación? Uno debe tener muy claro lo que
persigue. Los objetivos y prioridades inevitablemente serán muy distintos si se
está frente a un aliado o a un enemigo. </span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span style="font-family: Verdana, sans-serif;"><br /></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><i style="mso-bidi-font-style: normal;"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span style="color: purple; font-family: Verdana, sans-serif;"><strong>Fase 3. Diagnosticar el mundo del “otro”</strong></span></span></i></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span style="font-family: Verdana, sans-serif;">Tras
estos dos primeros pasos, se puede empezar a diagnosticar el mundo del “otro”.
El reto es entender el contexto profesional y más personal del cliente interno
y todas las posibles fuerzas que actúan sobre él y que van a determinar lo que
son sus prioridades; se trata de identificar lo que realmente le importa en su
agenda oficial y sobre todo en la no tan oficial. Esta etapa permite entender
mucho más a la otra persona y de paso ayuda a considerarla aún más como a un
aliado. <span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><i style="mso-bidi-font-style: normal;"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"></span></i></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><i style="mso-bidi-font-style: normal;"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span style="font-family: Verdana, sans-serif;"><br /></span></span></i></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><i style="mso-bidi-font-style: normal;"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span style="color: purple; font-family: Verdana, sans-serif;"><strong>Fase 4. Identificar las monedas de cambio</strong></span></span></i></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span style="font-family: Verdana, sans-serif;"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";">Llega el
momento de identificar las monedas de cambio de cada parte. Éste es el nombre
que corresponde a aquello que interesa a cada parte. Y es frecuente ver que al
final no resulta tan complicado poder intercambiar monedas. Están las monedas
de cambio estrictamente profesionales fácilmente identificables (por ejemplo,
la mejora del servicio, de la calidad, simplificación de un proceso, mejora de
las condiciones económicas, el rechazo a un cambio de proveedor por los
posibles riesgos o carga de trabajo adicional etc.). Sin embargo las más
valiosas son las monedas de cambio más personales, que en mayor medida y de
forma escondida tienen mucho peso en la toma de decisión:
</span><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-font-kerning: 12.0pt;">inspiración, tarea, posición, relación,
personal.</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-font-kerning: 12.0pt;"><span style="font-family: Verdana, sans-serif;"><br /></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-font-kerning: 12.0pt;"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-font-kerning: 12.0pt;"><i style="mso-bidi-font-style: normal;"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-font-kerning: 12.0pt;"><span style="color: purple; font-family: Verdana, sans-serif;"><strong>Fase 5. Tratar la relación</strong></span></span></i></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-font-kerning: 12.0pt;"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-font-kerning: 12.0pt;"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-font-kerning: 12.0pt;"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span style="font-family: Verdana, sans-serif;">¿Qué tipo
de relación se mantiene hasta hoy con la otra persona: positiva, neutral o
negativa? ¿Cómo esta persona quiere ser tratada? ¿Cómo funciona? ¿Trabaja de
forma muy formal o más informal? ¿Requiere organización, planificación o más
bien improvisación? ¿Prefiere una comunicación directa o hay que ir con cierta
prudencia en lo que se dice? Se trata de adaptarse al tipo de relación que
desea la otra persona en vez de imponer nuestro propio estilo. Solo así se
conseguirá más. </span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-font-kerning: 12.0pt;"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-font-kerning: 12.0pt;"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-font-kerning: 12.0pt;"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span style="font-family: Verdana, sans-serif;"><br /></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-font-kerning: 12.0pt;"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-font-kerning: 12.0pt;"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-font-kerning: 12.0pt;"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><i style="mso-bidi-font-style: normal;"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-bidi-font-size: 10.0pt; mso-fareast-font-family: "Times New Roman";"><i style="mso-bidi-font-style: normal;"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span style="color: purple; font-family: Verdana, sans-serif;"><strong>Fase 6. Dar y tomar</strong></span></span></i></span></i></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-font-kerning: 12.0pt;"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-font-kerning: 12.0pt;"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-font-kerning: 12.0pt;"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-bidi-font-size: 10.0pt; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"><span style="font-family: Verdana, sans-serif;">Se
influencia dando y tomando, intercambiando monedas. Muchas monedas se
intercambian mediante un proceso claramente formalizado y pactado (por ejemplo,
tomar una decisión o actuar a cambio de más ventas, de más ahorros, de más
tiempo, de más bonus, etc.; participar en el proyecto a cambio de presentar
ante la dirección; acordar poner a la persona en contacto con otra; formar a la
persona en nuevas competencias, etc.). Sin embargo, varias monedas se darán de
forma indirecta e informal sin que haya pacto oficial (por ejemplo, agradecer,
reconocer, aumentar el sentimiento de pertenecer a un grupo, etc.). Es
importante saber lo que uno puede y está dispuesto a dar para poder recibir
algo a cambio por parte de la otra persona. Y sin duda, muchas cosas de las que
podemos dar son “gratis” para nosotros.</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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y aplicar el proceso de influenciación sin autoridad para los equipos de </span><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-no-proof: yes;">compras </span><span lang="ES" style="line-height: 115%; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";">es clave. El libro <i style="mso-bidi-font-style: normal;">Cómo ganar amigos</i> de Dale Carnegie es una excelente fuente de ideas
y consejos.</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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Stéphane Morelhttp://www.blogger.com/profile/07126442050981974493noreply@blogger.com0tag:blogger.com,1999:blog-6691063632319276522.post-48778222308292066522019-05-26T09:19:00.003-07:002019-05-26T11:33:51.735-07:00Vender en B2B: las 6 tendencias para Compras y Ventas<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhibRyFcs9-JGba9nGaUjxrzJpxGTUZPBJD8nIgNLccQXtlppEtFUGgW_qdY5bOo4WYD1kPb3loAF5JipC77pMngjGsT1VOVbdljzOgpu-UwUtMYGWs_Xx4KNkBH55hmGEcpF3P1d2V35M/s1600/6+tendencias.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="699" data-original-width="912" height="245" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhibRyFcs9-JGba9nGaUjxrzJpxGTUZPBJD8nIgNLccQXtlppEtFUGgW_qdY5bOo4WYD1kPb3loAF5JipC77pMngjGsT1VOVbdljzOgpu-UwUtMYGWs_Xx4KNkBH55hmGEcpF3P1d2V35M/s320/6+tendencias.jpg" width="320" /></a></div>
<span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"><br /></span><br />
<span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;">Cuando uno analiza el mundo de las Compras y de la Ventas, puede ver 6 macro tendencias muy conocidas con consecuencias directas para ambas profesiones.</span><br />
<span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"><br /></span><br />
<span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;">1.- <span style="color: purple;"><strong>La velocidad del cambio </strong><span style="color: black;">sigue
aumentando</span></span>.</span></span><br />
<span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;">El mundo es VUCA; casi todos los sectores
están en un entorno VUCA; la RSC sigue creciendo en la agenda estratégica de las empresas; la
economía circular y la economía colaborativa progresan poco a poco; tenemos y tendremos más materias primas
raras y materiales nuevos. Por lo cual, los cambios e impactos a lo largo de las cadenas de suministro
son y serán ultra frecuentes y cada vez menos previsibles. ¿Cómo podemos adaptarnos
tan de prisa? Siendo ultra reactivos... Y para ser altamente reactivos hay que
colaborar más, en vez de competir.</span></span></span></div>
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<span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;">2<span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;">.- <span style="color: purple;"><strong>La tecnología</strong></span> en todos los ámbitos del mundo empresarial - Inteligencia artificial, machine learning, robótica,
automatización, digitalización, IOT/IOE, block </span><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;">chain, big data,</span><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"> etc... tienen una consecuencia en
común:<span style="mso-spacerun: yes;"> </span>el hecho de pasar de vender o comprar
productos, a vender o comprar servicios o como </span><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;">mínimo</span><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"> un
pack </span><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;">'producto+servicio'</span><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;">.
Comprar o vender y gestionar servicios es más complicado. Nos dicen que la tecnología va a simplificar nuestras vidas; en el mundo de las compras y de las ventas, la tecnología introduce cierto grado de complejidad.</span></span><br />
<span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"><br /></span></span><br />
<span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;">3.- La búsqueda de <strong><span style="color: purple;">la eficiencia</span></strong> o de la productividad<span style="mso-spacerun: yes;"> </span>tiene como consecuencia más externalización
por parte de las empresas de tareas complejas cada vez más </span><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;">core o estratégicas. </span><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;">Vender, comprar, gestionar servicios es mucho
más complicado. En estos casos de </span><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;">outsourcing</span><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"> es clave tener más colaboración a
largo plazo que competición a corto plazo.</span></span></span><br />
<span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"><br /></span></span></span><br />
<span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;">4.- <span style="color: purple;"><strong>La innovación</strong></span> (incluido el 'out-competition') es permanente. En casi todos los sectores o industrias, encontramos </span><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;">nuevas soluciones (algunas siendo disruptivas) que no podríamos haber anticipado; encontramos nuevos actores,
a veces totalmente ajenos al propio sector; muchos de estos actores son PYMES o </span><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;">start</span><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;">-ups.
Por lo cual, dos empresas, que no se conocen, con estructuras a veces muy distintas y maneras de proceder diferentes, deben trabajar juntas con una nueva solución. Flexibilidad, confianza, transparencia y un alto grado de colaboración son del todo necesario para encontrar la manera optima de hacer negocio.
</span></span></span></span><br />
<span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"><br /></span></span></span></span><br />
<span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;">5.- Para los vendedores, los departamentos de compras suelen
ser ahora para bien o para mal <span style="color: purple;"><strong>la puerta de entrada</strong></span> en muchas empresas. </span></span></span></span></span></div>
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<span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;">Los departamentos de compras se
están transformando, siendo poco a poco más profesionalizados y estratégicos. El perímetro de
gasto a terceros bajo el control del departamento de compras aumenta; Compras maneja más categorías o familias de compra. Los comerciales tienen</span><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"> que conocer más a los departamentos de compras.</span><br />
<span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"><br /></span><br />
<span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;">6.- Asistimos a una <strong><span style="color: purple;">digitalización del proceso de compras / ventas</span></strong>.</span></span></div>
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<span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;">Los compradores utilizan más
las plataformas electrónicas de e-</span><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;">sourcing</span><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;">
incluido las subastas a la inversa; tienen a su disposición
algoritmos que ayudan en la toma de decisión para la adjudicación de contratos; tienen acceso a centrales
de compras y a plataformas digitales de compra-venta (las generalistas como Amazon Business o Mercateo, las especializadas como por ejemplo scientist.com); tendrán más plataformas colaborativas; finalmente tienen también las
plataformas de crowdsourcing donde las reglas del juego son tan diferentes.
</span><br />
<span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;">Esta digitalización del proceso de compras impacta a ambas funciones.</span><br />
<span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"><br /></span><br />
<span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;">En fin, vemos que el mundo de Compras y de Ventas gira alrededor del cambio, la
inmediatez, la tecnología y la colaboración.</span></span><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;"><span style="color: black; font-family: "arial"; font-size: 12pt; vertical-align: baseline;">Es obvio que hay que comprar y vender de otra forma.</span></span></span><br />
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Stéphane Morelhttp://www.blogger.com/profile/07126442050981974493noreply@blogger.com0tag:blogger.com,1999:blog-6691063632319276522.post-69754552127313239092019-02-03T09:26:00.000-08:002019-02-03T09:26:42.373-08:00Vender en B2B: Trabajar o colaborar con el departamento de Compras<br />
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;">Concluimos nuestra serie de posts sobre un proceso de venta más efectivo en el mundo B2B. <span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444;">Vimos que conocer más a sus clientes es clave y se puede hacer mediante <a href="http://provocaccioncompras.blogspot.com/2018/01/vender-en-b2b-12-preguntas-para-saber.html" target="_blank"><span style="color: #336699;">4 posibles ejes de trabajo</span></a>: </span></span></span></span></span></span></span></span></span></span></span></span><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444;">
</span></span></span></span><br />
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><b style="mso-bidi-font-weight: normal;">1.-</b> <b style="mso-bidi-font-weight: normal;">Conocer las expectativas del "comprador" en cuanto a los equipos de Marketing y Ventas de los proveedores. </b></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "verdana" , sans-serif;">2.- Conocer, acercarse y entender al cliente. </span></b></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "verdana" , sans-serif;">3.- Aprovechar el proceso de compra del cliente para posicionarse favorablemente ante la competencia. </span></b></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;">4.- Conocer mejor al departamento de Compras.</span></span></span></span></b></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><br /></span></span></span></b></span></span></span></span></span></div>
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<span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;">Ahora, en el cuarto y último bloque, estamos mirando de forma más detallada el mundo de los compradores (que pertenecen a los departamentos de Compras) mediante los siguientes puntos:</span></span></span></span></span></span></span><span style="font-family: "verdana";"><br /></span></span></div>
<ul>
<li><div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><a href="http://provocaccioncompras.blogspot.com/2018/12/vender-en-b2b-como-evaluar-los-4.html" target="_blank"><span style="color: #336699; font-family: "verdana" , sans-serif;">la evaluación del nivel de madurez de un departamento de Compras y los diferentes perfiles de compradores</span></a></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
</li>
<li><div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #336699;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana";"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black; font-family: "verdana" , sans-serif;"><a href="http://provocaccioncompras.blogspot.com/2019/01/" target="_blank">la identificación de las diferentes estrategias de compras</a></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
</li>
<div style="text-align: justify;">
</div>
<li><span style="font-family: "verdana" , sans-serif;"><span style="text-align: justify;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;">la toma de decisión adecuada:<span style="font-family: "verdana" , sans-serif;"> </span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><span lang="ES" style="text-align: justify;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">“trabajar” vs “colaborar” con Compras</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></li>
</ul>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><br /></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;">Hoy cerraremos el capítulo analizando el porqué y cómo decidir "trabajar" o "colaborar" con el departamento de Compras.</span></span><br />
<span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana";"><br /></span>
<span style="font-family: "verdana";">Trabajar o colaborar son 2 cosas muy distintas.</span></span><br />
<span style="font-family: "verdana" , sans-serif;">"<b>Trabajar</b>" significa no saltarse al comprador y cumplir con unas tareas o labores básicas para mantener la relación con el comprador y evitar posibles trabas a lo largo de la relación contractual. El comercial prioriza y actúa más con los clientes internos que con el comprador.</span><br />
<span style="font-family: "verdana";"><span style="font-family: "verdana" , sans-serif;">"<b>Colaborar</b>" significa invertir tiempo y recursos en crear una relación productiva de trabajo con el comprador (y con equipos multi-disciplinares por ambas partes) para alcanzar un objetivo común a más largo plazo y lograr beneficios mutuos. El vendedor reconoce al comprador cómo un interlocutor válido y valioso con peso dentro de la organización.</span></span><br />
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<span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><br /></span></span>
<span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;">Elegir entre estos dos modos de interacción depende:</span></span><br />
<span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;">- por supuesto del valor (real o potencial) del propio cliente: se trata de un cliente "estratégico" o "a desarrollar" (frente a un cliente "dañino" o "vaca lechera").</span></span><br />
<span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;">- del nivel de madurez del comprador y/o del departamento de Compras, o</span></span><br />
<span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;">- del tipo de comprador (especialmente en las grandes empresas y multinacionales, hay que conocer en detalle el organigrama de Compras ya que los títulos en las tarjetas de visita pueden engañar).</span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;">En posts anteriores hemos visto <a href="http://provocaccioncompras.blogspot.com/2018/10/vender-en-b2b-tener-claro-o-no-los.html" target="_blank">el peso de Compras frente a los clientes internos</a> así como los <a href="http://provocaccioncompras.blogspot.com/2018/12/vender-en-b2b-como-evaluar-los-4.html" target="_blank">diferentes grados de madurez y los perfiles de compradores.</a></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana";"><br /></span><span style="font-family: "verdana";">Siempre conviene "<b style="color: purple;">Trabajar</b>" con un comprador administrativo. También es apropiado trabajar con los</span> compradores de "Performance" o de "Proyecto" cuando estén posicionados en un nivel bajo-medio de madurez (etapa del "Purchasing" o inicio del "Sourcing"). </span><br />
<span style="font-family: "verdana" , sans-serif;">En estos casos, el comprador suele tener un rol más bien administrativo, de aprovisionador, con un claro enfoque hacia el precio; solo empieza a ser reconocido y considerado por sus clientes internos dentro de la propia empresa (tiene aun un limitado poder de influencia o de decisión).</span><br />
<span style="font-family: "verdana" , sans-serif;"><br /></span>
<span style="font-family: "verdana" , sans-serif;">De cara al comprador <b>"administrativo"</b>, el vendedor intenta: </span><br />
<span style="font-family: "verdana" , sans-serif;">- facilitar información en cuanto a las actuaciones y decisiones de los propios clientes internos del comprador (ya que, a menudo, existe poca comunicación entre el comprador y sus clientes internos).</span><br />
<span style="font-family: "verdana" , sans-serif;">- cumplir con los procesos de Compras establecidos (en cuanto a licitaciones, pedidos, certificados varios, facturas)</span><br />
<span style="font-family: "verdana" , sans-serif;">- pactar acuerdos económicos básicos</span><br />
<span style="font-family: "verdana" , sans-serif;">- asegurar un buen nivel de precio, calidad, con plazos de entrega debidamente cumplidos</span><br />
<span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana";"><br /></span></span><br />
<span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana";">Es altamente recomendable <b style="color: purple;">"Colaborar"</b> con un comprador "Panel". Es también muy pertinente colaborar con los</span> compradores de "Performance" o "Proyecto" que hayan alcanzado un nivel medio-alto de madurez (dominio del "Sourcing", "Gestión por categoría" o "Value chain integration"); solemos tener a compradores expertos o muy expertos con un nivel bueno-alto de integración y colaboración con los clientes internos de la propia empresa.</span><br />
<span style="font-family: "verdana" , sans-serif;"><br /></span>
<span style="font-family: "verdana" , sans-serif;">Colaborando con el <b><u>comprador "experto"</u></b> (dominio del "Sourcing" e inicio de la "Gestión por categoría), el vendedor se enfoca en: </span><br />
<span style="font-family: "verdana" , sans-serif;">- participar pro-activamente en los RFx’s & e-sourcing</span><br />
<span style="font-family: "verdana" , sans-serif;">- comunicar información de interés sobre los mercados </span><br />
<span style="font-family: "verdana" , sans-serif;">- revisar las especificaciones</span><br />
<span style="font-family: "verdana" , sans-serif;">- optimizar los procesos</span><br />
<span style="font-family: "verdana" , sans-serif;">- cumplir con las necesidades de reporting</span><br />
<span style="font-family: "verdana" , sans-serif;">- acordar y seguir un acuerdo de nivel de servicio (ANS o SLA)</span><br />
<span style="font-family: "verdana" , sans-serif;">- solucionar rápidamente los problemas</span><br />
<span style="font-family: "verdana" , sans-serif;">- contribuir a la mejora del Coste Total de Adquisición</span><br />
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<span style="font-family: "verdana" , sans-serif;">Conjuntamente con un <b><u>comprador "conector"</u></b> o muy experto ("Gestión por categoría" o "Value chain integration") y unos equipos de trabajo claramente definidos en ambas empresas, el vendedor fomenta: </span><br />
<span style="font-family: "verdana" , sans-serif;">- el desarrollo conjunto de una relación Win-Win a largo plazo</span><br />
<span style="font-family: "verdana" , sans-serif;">- la mejora continua, la integración de los procesos</span><br />
<span style="font-family: "verdana" , sans-serif;">- la optimización del Coste Total de Producción o del Coste Total de Propiedad</span><br />
<span style="font-family: "verdana" , sans-serif;">- el pacto de una remuneración basada en “Outcomes” o resultados</span><br />
<span style="font-family: "verdana" , sans-serif;">- el pacto y posterior implementación de soluciones innovadoras o disruptivas.</span><br />
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<span style="font-family: "verdana" , sans-serif;"><i><b>Entender mejor la función de Compras, evaluar el grado de madurez de un departamento Compras, identificar claramente el tipo de comprador que tenemos delante son etapas esenciales para poder ser más efectivo y exitoso en el proceso de venta.</b></i></span><br />
<span style="font-family: "verdana";"><i><b>Un comercial debería siempre analizar la situación antes de decidir "trabajar" o "colaborar" con un comprador.</b></i></span><br />
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Stéphane Morelhttp://www.blogger.com/profile/07126442050981974493noreply@blogger.com0tag:blogger.com,1999:blog-6691063632319276522.post-74414775920544097822019-01-03T04:47:00.000-08:002019-01-03T04:47:47.091-08:00Vender en B2B: conocer las 4 estrategias de los compradores <br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEikEpes2-GB8N16cdV7wSn1qszCdomIfu29oQoAB7lnfq3BBjTmgmGxiUvX1NurpjvANSfP_CxuJ6yhrMNEPaWy8UjwKmt-HnmcHJgJUE_d0fLoSQM9Ti_On8pJFaUqPGBxNWd-SOxoBUU/s1600/eppogg1.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="150" data-original-width="245" height="195" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEikEpes2-GB8N16cdV7wSn1qszCdomIfu29oQoAB7lnfq3BBjTmgmGxiUvX1NurpjvANSfP_CxuJ6yhrMNEPaWy8UjwKmt-HnmcHJgJUE_d0fLoSQM9Ti_On8pJFaUqPGBxNWd-SOxoBUU/s320/eppogg1.png" width="320" /></a></div>
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><br /></span></span></span></span></span>
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;">Seguimos mirando como hacer más efectivo el proceso de venta en el mundo B2B. <span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;">Vimos que conocer más a sus clientes es clave y se puede hacer mediante <a href="http://provocaccioncompras.blogspot.com/2018/01/vender-en-b2b-12-preguntas-para-saber.html" target="_blank"><span style="color: #336699;">4 posibles ejes de trabajo</span></a>: </span></span></span></span></span></span></span></span></span></span><br />
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><b style="mso-bidi-font-weight: normal;">1.-</b> <b style="mso-bidi-font-weight: normal;">Conocer las expectativas del "comprador" en cuanto a los equipos de Marketing y Ventas de los proveedores. </b></span></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "verdana" , sans-serif;">2.- Conocer, acercarse y entender al cliente. </span></b></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "verdana" , sans-serif;">3.- Aprovechar el proceso de compra del cliente para posicionarse favorablemente ante la competencia. </span></b></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;">4.- Conocer mejor al departamento de Compras.</span></span></span></span></b></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><br /></span></span></span></b></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;">Ahora, en el 4º bloque, estamos analizando más a fondo el mundo de los compradores (de los departamentos de compras) mediante los siguientes puntos:</span></span></span></span></span></span></span><br />
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<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><a href="http://provocaccioncompras.blogspot.com/2018/12/vender-en-b2b-como-evaluar-los-4.html" target="_blank">la evaluación del nivel de madurez de un departamento de Compras y de los diferentes perfiles de compradores</a></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana";"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;">la identificación de las diferentes estrategias de compras</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;">la toma de decisión adecuada:<span style="font-family: "verdana" , sans-serif;"> </span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">“trabajar” vs “colaborar” con Compras</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span style="font-family: "verdana" , sans-serif;">Hoy nos toca comentar las diferentes estrategias de compras empleadas por los </span><span style="color: black; font-family: "verdana" , sans-serif;">compradores.</span></div>
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<span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;">Lo primero consiste en brevemente entender el rol estrategico de Compras en relación con la gestión de los proveedores: </span></span></span></div>
<div class="MsoListParagraphCxSpFirst" style="line-height: 115%; margin: 0cm 0cm 0pt 36pt; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt; text-align: justify; text-indent: -18pt;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;">-<span style="font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span></span><span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;">No todos los proveedores se manejan de la misma manera con una dedicación y estrategia distintas en función del posicionamiento del proveedor</span></span></span></div>
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<span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;">-<span style="font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> P</span></span></span><span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;">ara las categorías de gasto clave de compra, la empresa debe ser capaz de atraer, integrar y desarrollar relaciones a largo plazo con los mejores proveedores existentes en el mercado para conseguir de ellos una<span style="mso-spacerun: yes;"> </span>total implicación con nuestra organización con el fin de crear valor conjuntamente. El máximo objetivo es conseguir que los proveedores estratégicos se conviertan en una extensión de la propia empresa.</span></span></span></div>
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<span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;">-<span style="font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span></span><span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;">Los ahorros, la optimización del gasto o la gestión de productividades siguen siendo uno de los principales objetivos de compras. La optimización, flexibilidad y resiliencia de la cadena de suministro sigue siendo otro tema relevante. Lo son también la calidad, la gestión de riesgos, la responsabilidad social corporativa y por supuesto la innovación.<span style="mso-spacerun: yes;"> </span>El máximo objetivo es la creación y/o captación de valor mediante la correcta gestión e integración del panel de proveedores. </span></span></span></div>
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<span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;">-<span style="font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span></span><span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;">Compras tiene el papel de formar a todas las personas del negocio que interactúan de forma regular con proveedores. </span></span></span></div>
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<span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="font-family: "verdana" , sans-serif;"><br /><span style="color: black;"></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: black; font-family: "verdana" , sans-serif;"><br /></span></span>
<span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: black; font-family: "verdana" , sans-serif;">Desde 1983, <strong>la matriz de Kraljic</strong> nos proporciona, para una determinada categoría de gasto (o tipología de producto o servicio), una foto nítida del tipo de gestión que debemos realizar con los proveedores de esta categoría.</span></span><br />
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<span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: black; font-family: "verdana" , sans-serif;"></span></span><br />
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<span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: black; font-family: "verdana" , sans-serif;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhJZFrPMuAMmavbdlv1nY5QMAiYWs7d3TNCwUUDfKdHNa6dl2qrrd5593vrG6GTwnCJDobBJ0WRJCi_XVY93ggSUanTg8aa1e6SXJjH69Bhyphenhyphen6cyxchR8GjkqPSq4q__-o2ayx4R1jc0rPc/s1600/kraljik+2812.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="796" data-original-width="1072" height="295" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhJZFrPMuAMmavbdlv1nY5QMAiYWs7d3TNCwUUDfKdHNa6dl2qrrd5593vrG6GTwnCJDobBJ0WRJCi_XVY93ggSUanTg8aa1e6SXJjH69Bhyphenhyphen6cyxchR8GjkqPSq4q__-o2ayx4R1jc0rPc/s400/kraljik+2812.jpg" width="400" /></a></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: black; font-family: "verdana" , sans-serif;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgXbnxdWhh9nRUQyU_d_5PCDTFnyMgsWWWijXiobD8pzJDm94RM9z1P9ZeD3CWLUXDtNtjUkxtUU_YaCz6xSbqdlIWPOHtPTrS9Y0pL4FbnGH0dPoyAYtonPbjDvT36z7QQVkjijl9Ocsc/s1600/kric1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="color: black; font-family: "verdana" , sans-serif;"></span></a><br /></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: black; font-family: "verdana" , sans-serif;"><span style="color: black; font-family: "verdana" , sans-serif;"></span><br /></span></span></div>
<span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: black; font-family: "verdana" , sans-serif;"><br /></span></span>
<span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: black; font-family: "verdana" , sans-serif;"><br /></span></span>
<span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: black; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: black; font-family: "verdana" , sans-serif;">En esta matriz, <strong>la complejidad del manejo</strong> del proveedor (o en muchos casos llamado también riesgo de suministro) se define básicamente por:</span></span></span></span></div>
<span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: black; font-family: "verdana" , sans-serif;">
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<span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;">-<span style="font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span></span><span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;">Quien más poder tiene en la relación entre proveedor y comprador dependiendo del nivel real de competencia que existe en el mercado (5 fuerzas de Porter)</span></span></span></div>
<div class="MsoListParagraphCxSpLast" style="line-height: 115%; margin: 0cm 0cm 10pt 36pt; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt; text-align: justify; text-indent: -18pt;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;">-<span style="font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span></span><span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;">La voluntad por parte del negocio de querer y poder cambiar las especificaciones, el proveedor, y otras condiciones (voluntad o posibilidad alta = complejidad baja y voluntad o posibilidad baja = complejidad alta)</span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: black; font-family: "verdana" , sans-serif;">El <strong>impacto</strong> del proveedor en la categoría o el negocio se mide mediante 2 factores: </span></span></div>
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<span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;">-<span style="font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span></span><span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;">La importancia del gasto con el proveedor en cuestión</span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"></span><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;">-<span style="font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span></span><span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;">El potencial de creación de valor que existe con este proveedor</span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: black; font-family: "verdana" , sans-serif;"><br /></span></span>
<span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: black; font-family: "verdana" , sans-serif;">En base a esta matriz existen 4 posibles estrategias:</span></span></div>
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<b style="mso-bidi-font-weight: normal;"><u><span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: purple; font-family: "verdana" , sans-serif;">Eficiencia por parte de los proveedores de “adquisición”o “rutinarios” o “no críticos” mediante una gestión mínima automatizada:</span></span></u></b></div>
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<span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: black; font-family: "verdana" , sans-serif;">Para este grupo de proveedores, Compras suele tener un alto poder de decisión tanto dentro de la organización como de cara a los proveedores. El objetivo de Compras es pasar el menor tiempo posible con estos proveedores y conseguir de ellos buenos resultados. Las relaciones suelen ser directas con algunas decisiones unilaterales por parte del comprador hacia su proveedor. Sobre todo, es cuando se intenta automatizar al máximo las relaciones y las transacciones: e-sourcing incluyendo subastas a la inversa, e-catálogos, reportings fiables y detallados por parte de los proveedores con una frecuencia dada para poder implementar de forma rápida unas simples optimizaciones, auto-facturación, consignación de stocks, etc…</span></span></div>
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<b style="mso-bidi-font-weight: normal;"><u><span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: purple; font-family: "verdana" , sans-serif;">Diplomacia con los “cuellos de botella” o “críticos” para asegurar el suministro y la calidad mientras se buscan alternativas:</span></span></u></b></div>
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<span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: black; font-family: "verdana" , sans-serif;">En base a las especificaciones de la propia empresa, esta deja que los proveedores “cuellos de botella” o críticos sean (muy) difíciles de manejar y /o de cambiar. Los proveedores suelen fijar las reglas del juego. En este contexto, Compras trata de mantener una relación cordial, neutra, intentando conseguir del proveedor un nivel de servicio y calidad aceptable con precios y costes razonables. El principal objetivo del comprador será intentar convencer al negocio de buscar alternativas mediante generalmente un cambio significativo en las especificaciones o la creación de un nuevo proveedor.</span></span></div>
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<b style="mso-bidi-font-weight: normal;"><u><span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: purple; font-family: "verdana" , sans-serif;">Máxima puesta en competencia por parte de los proveedores en “competencia” o “de apalancamiento” mediante una gestión optimizada:</span></span></u></b></div>
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<span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: black; font-family: "verdana" , sans-serif;">Dado el impacto que pueden tener, dedicaremos mucha atención a estos proveedores. Teniendo en mente una estrategia de relación a medio plazo (un año o un par de años como mucho), utilizaremos con frecuencia la puesta en competencia para conseguir las mejores condiciones de contratación del servicio o de entrega del producto. Las negociaciones con los proveedores serán justas y duras. A lo largo de la vida del contrato, se exigirá al proveedor el más alto nivel de cumplimiento. Se buscará optimizar el coste total de adquisición. </span></span></div>
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<span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: black; font-family: "verdana" , sans-serif;">Frente a esta situación de poder y este enfoque a corto plazo, el comprador tendrá siempre mucho cuidado en asegurar que su comportamiento no esté impactando al mercado de proveedores con un efecto de desaparición y/o consolidación de los proveedores. En más de una ocasión, siguiendo unos objetivos a muy corto plazo, los excesos repetitivos por parte de los compradores en las categorías de pura competencia han llevado a una situación de desaparición de la competencia con la correspondiente creación de oligopolios cuando no monopolios.</span></span></div>
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<span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: black; font-family: "verdana" , sans-serif;">Una de las estrategias muy común es empezar a agrupar a varios proveedores de “competencia” en un único proveedor que se convierte enseguida en un proveedor estratégico. Por ejemplo, con varios proveedores de mantenimiento y gestión de los edificios, se decide ir a un único proveedor de Facility Management. O se decide contratar a un único proveedor de gestión integral de los suministros industriales. O se lanza una petición de oferta para un proveedor integral en cuanto a mantenimiento y calibración de equipos de laboratorio. Con estos movimientos, es clave que <span style="mso-spacerun: yes;"> </span>el comprador y el negocio sean conscientes del cambio de posicionamiento del nuevo proveedor y por lo tanto de la estrategia a adoptar. </span></span></div>
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<b style="mso-bidi-font-weight: normal;"><u><span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: purple; font-family: "verdana" , sans-serif;">Plena gestión de los proveedores “estratégicos” para conseguir una sólida creación de valor:</span></span></u></b></div>
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<span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: black; font-family: "verdana" , sans-serif;">Con estos proveedores clave, prevalecen las relaciones de colaboración a largo plazo: ambas empresas van a trabajar de forma conjunta y permanente en la mejora continua. Se optimizarán todos los procesos en casa del proveedor así como los procesos de interacción entre el proveedor y la empresa; se revisarán y optimizarán las especificaciones; también se revisará en profundidad la demanda. Ambas empresas buscarán crear valor para ambos negocios. Eso no impide que periódicamente el proveedor esté de nuevo puesto en competencia para volver a evaluar el nivel de competitividad alcanzado respecto al mercado.</span></span></div>
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<span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: black; font-family: "verdana" , sans-serif;">Es con estos proveedores que se suelen desarrollar los programas de <a href="https://provocaccioncompras.blogspot.com/2013/03/p11-hablamos-de-srm.html" target="_blank">Supplier Relationship Management</a> </span><span style="color: black; font-family: "verdana" , sans-serif;">o aplicar los complejos mecanismos de gestión de proveedores de Outsourcing o BPO. En ambos casos, se requieren compradores muy preparados que evitarán caer en las 2 siguientes trampas que ofrecen estas potentes metodologías de trabajo: </span></span></div>
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<span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;">-<span style="font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span></span><span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;">un programa de SRM no tiene por único objetivo la mejora de la productividad por parte del<span style="mso-spacerun: yes;"> </span>proveedor. En este caso el comprador suele vigilar de forma regular unos KPIs acordados y pide al proveedor más esfuerzos. Al poco tiempo, el proveedor ya no participa ni se implica en este falso SRM.</span></span></span></div>
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<span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span lang="ES" style="mso-ansi-language: ES; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;">-<span style="font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span></span><span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;">un business case de outsourcing o BPO no tiene por objetivo solucionar problemas internos traspasándoles hacia fuera en manos de un proveedor experto. El ejercicio en muchos casos llevará a un rotundo fracaso. </span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: black; font-family: "verdana" , sans-serif;">En este link, encontramos una buena presentación Prezi que resume con claridad los principales conceptos de la matriz: </span><a href="http://prezi.com/fsq9tkib9xfn/untitled-prezi/"><span style="color: black; font-family: "verdana" , sans-serif;">http://prezi.com/fsq9tkib9xfn/untitled-prezi/</span></a></span></div>
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<span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: black; font-family: "verdana" , sans-serif;">Los compradores deben elegir a conciencia entre estas 4 posibles opciones con su correspondiente estrategia, proceso de gestión, tipo de negociación y buscando conseguir unos objetivos muy distintos. En cualquier categoría y en cualquier empresa, se conseguirá de cualquier proveedor su máxima aportación de valor cuando se le aplique la estrategia que le conviene.</span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: black; font-family: "verdana" , sans-serif;"><strong><em>Los comerciales deberían conocer, e<span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span lang="ES" style="color: #002060; font-family: "cambria" , "serif"; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: black; font-family: "verdana" , sans-serif;">ntender a fondo la matriz de Kraljic para poder desarrollar las tecnicas y las propuestas de ventas correspondientes.<span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: black; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span lang="ES" style="color: #002060; font-family: "cambria" , "serif"; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><br /><br />
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<span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: black; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span lang="ES" style="color: #002060; font-family: "cambria" , "serif"; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: major-latin;"><span style="color: black; font-family: "verdana" , sans-serif;">
</span></span></span></span></span>Stéphane Morelhttp://www.blogger.com/profile/07126442050981974493noreply@blogger.com0tag:blogger.com,1999:blog-6691063632319276522.post-47393226369808554612018-12-22T03:10:00.001-08:002018-12-28T08:42:45.121-08:00Vender en B2B: cómo evaluar los 4 niveles de madurez y perfiles de compradores (en un departamento de Compras)<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjs4akwOVC-f4EDyoeYl0Fye0hDJYaM6ZhyykxObE_R6A8KvaYphOs0SwwXDxSpuO13hYBLTN0ZH8eJ_3VoI-fAr1gTqYkRt-QZ3LOt9f0xUUpZ_eo2mWyTHltI-9HJFZslRBpvAKbH8Ao/s1600/evolucion+humana.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="216" data-original-width="457" height="150" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjs4akwOVC-f4EDyoeYl0Fye0hDJYaM6ZhyykxObE_R6A8KvaYphOs0SwwXDxSpuO13hYBLTN0ZH8eJ_3VoI-fAr1gTqYkRt-QZ3LOt9f0xUUpZ_eo2mWyTHltI-9HJFZslRBpvAKbH8Ao/s320/evolucion+humana.jpg" width="320" /></a></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><br /></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;">Seguimos con nuestra serie de posts sobre un proceso de venta más efectivo en el mundo B2B.</span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;">Vimos que conocer más a sus clientes es clave y se puede hacer mediante <a href="http://provocaccioncompras.blogspot.com/2018/01/vender-en-b2b-12-preguntas-para-saber.html" target="_blank"><span style="color: #336699;">4 posibles ejes de trabajo</span></a>: </span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><b style="mso-bidi-font-weight: normal;">1.-</b> <b style="mso-bidi-font-weight: normal;">Conocer las expectativas del "comprador" en cuanto a los equipos de Marketing y Ventas de los proveedores. </b></span></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "verdana" , sans-serif;">2.- Conocer, acercarse y entender al cliente. </span></b></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "verdana" , sans-serif;">3.- Aprovechar el proceso de compra del cliente para posicionarse favorablemente ante la competencia. </span></b></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;">4.- Conocer mejor al departamento de Compras.</span></span></span></span></b></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><br /></span></span></span></b></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;">Si hasta ahora hemos hablado de los ´compradores´cómo cualquier empleado, mando intermedio, gerente de un cliente con poder de decisión en el proceso de compra y selección de un proveedor; ahora nos centraremos más en los compradores de los priopios departamentos de Compras. </span></span></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;">Para bien o para mal, en España, en los útlimos años, las funciones de Compras se han profesionalizado mucho. Ahora suelen ser la puerta de entrada en numerosos clientes.</span></span></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;">Los vendedores se han formado a la segmentación del panel de clientes, a las técnicas de ventas/negociación (incluyendo identificación o definición de las necesidades, presentación de los argumentos, tratamiento de las principales objeciones y el temido cierre), a la</span><span style="font-family: "verdana" , sans-serif;"> gestión del conflicto, al <span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;">social selling y al marketing digital. Sin embargo, pocas veces se forma a los comerciales a entender el mundo de los departamentos de Compras. </span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><br /></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;">Resulta cada vez más importante para un comercial conocer a los compradores (del departamento de Compras): </span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;">S<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;">aber en qué nivel de madurez se encuentra el departamento de Compras y tienen claro el perfil de los compradores</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana";"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;">Saber identificar las diferentes estrategias de compras</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
<div style="text-align: justify;">
</div>
</li>
<div style="text-align: justify;">
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<li><div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="font-family: "verdana";"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">Saber </span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><span style="font-family: "verdana";"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">cuándo “trabajar” o “colaborar” con Compras</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
<div style="text-align: justify;">
</div>
</li>
</ul>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana";"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><br /></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana";"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;">Hoy comentaremos los diferentes niveles de <strong>madurez</strong> de un departamento de Compas asi cómo </span></span><span style="color: black; font-family: "verdana" , sans-serif;">los diferentes <strong>perfiles</strong> de compradores.</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black; font-family: "verdana" , sans-serif;"><br /></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
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<span style="color: black; font-family: "verdana" , sans-serif;">La función tradicional de Compras tiene la misión principal de asegurar el “aprovisionamiento” de productos o servicios a las diferentes aéreas de la empresa haciéndolo a tiempo, con la cantidad y nivel de calidad requeridos y al mejor precio o coste. El principal enfoque suele ser los componentes o materiales de producción, después se miran las inversiones (frecuentemente gestionadas por Ingeniería) y finalmente las compras indirectas (en un inicio delegadas a las distintas aéreas). Empezando con un rol bastante administrativo y de compliance del proceso de Compras (pasar pedido en base a oferta, aprobación gasto, apro, recepción, control facturas), finalmente se consigue un approach más táctico (peticiones de oferta elaboradas con espec. y condiciones económicas trabajadas, análisis del mercado de proveedores, planning de apro elaborado, gestión defectos de calidad o fallos de entrega). <br />El objetivo (ni nuevo, ni moderno:-) de muchos directores de Compras consiste en apostar por una <strong><span style="color: purple;">función estratégica de Compras</span></strong>: la que conecta o liga las capacidades reales (a través de evaluaciones, auditorias, Supplier Relationship Management) de los proveedores con las necesidades definidas y optimizadas del negocio, contribuyendo a la Estrategia Competitiva, la Innovación y/o la Productividad de la empresa, generando Valor, ayudando las ventas, con una Supply Chain optimizada, reduciendo los posibles riesgos, asegurando altos estándares de calidad; todo esto, de forma sostenible, mediante segmentación, opportunity assessment y category management y finalmente a través del Partnering & Planteamiento Comercial tanto dentro como fuera de la empresa. </span></div>
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<span style="color: black; font-family: "verdana" , sans-serif;">Es un <a href="http://provocaccioncompras.blogspot.com/2014/06/p18-transformacion-de-compras-el-eppogg.html" target="_blank">largo proceso de transformación</a> con distintos niveles de madurez:</span></div>
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<span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><i style="mso-bidi-font-style: normal;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><strong><span style="color: purple;">0. Pasivo</span></strong> </span></i></span></span></span></div>
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<span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><i style="mso-bidi-font-style: normal;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"></span></i><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;">Compras no
existe... <span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;">Todo el personal de la empresa compra por su lado. Los proveedores
dominan completamente la relación. Se confía en que el negocio sea formado y
muy riguroso a la hora de comprar cualquier bien o servicio. <span style="mso-spacerun: yes;"> </span></span></span></span></span></span></span></span></span></div>
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<span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><i style="mso-bidi-font-style: normal;"><strong><span style="color: purple;">1.
Purchasing</span></strong> </i></span></span></span></span></div>
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<span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;">Esta fase empieza con la creación de un departamento de </span><span lang="ES" style="color: black; mso-bidi-font-family: Arial;">compras </span><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;">en el cual la primera tarea del
comprador es fijar unos procesos y sistemas básicos: política y procesos,
sistema de análisis de datos y gastos, establecimiento de un maestro de
proveedores, un primer sistema básico de reporting. Existe una primera fase de
puesta en marcha durante la cual hay que convencer a la organización para que
todos estos procesos de centralización de las compras se vayan cumpliendo. Al
inicio es un claro rol de compliance o de ‘policía’, que posteriormente se
transforma en un rol de </span><span lang="ES" style="color: black; mso-bidi-font-family: Arial;">Compras</span><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;">. El
comprador gestiona los pedidos, aprovisiona,
arregla los litigios de factura o de calidad. Los proveedores entregan el producto o
servicio al mejor precio. En el 'Purchasing', el comprador usa las palancas de negociación básica del precio, consolidación de volúmenes, optimización del panel de proveedores, análisis simple de mercados en busca de mejores proveedores. En fin, empezamos un largo viaje.</span></span></span></span></div>
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<span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><i style="mso-bidi-font-style: normal;"><strong><span style="color: purple;">2. Sourcing</span></strong> </i></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;">Esta etapa se alcanza cuando
compras trabaja <i style="mso-bidi-font-style: normal;">para</i> el cliente
interno mejorando el enfoque calidad/coste/entrega. Basándose en una
segmentación de compras y en un análisis de las oportunidades, el comprador
lanza sus primeras RFX (RFI, RFP, RFQ) con sólidas
especificaciones (aún no funcionales), adquiere un profundo conocimiento del
mercado de proveedores, puede iniciar el SRM y empieza a gestionar la calidad y
la cadena de suministro en las compras directas. Acaba liderando las primeras
iniciativas de productividad con el negocio. El 'Sourcing' incluye palancas más complejas: negociación de precio mediante las subastas a la inversa o negociaciones más estratégicas con los proveedores mediante un cost breakdown (escandallo); fijación de un acuerdo sobre niveles de servicio (ANS o SLA, service level agreement); optimización de los procesos (administrativos, logísticos); optimización de los inventarios; optimización de la calidad / no-calidad. </span></span></span></span></div>
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<span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><strong><span style="color: purple;"><em>3. Gestión por categoría</em></span></strong></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;">Basándose
en la estrategia de la empresa y en la estrategia de C</span><span lang="ES" style="color: black; mso-bidi-font-family: Arial;">ompras</span><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;">, el comprador diseña con los clientes internos (y proveedores
clave si procede) una estrategia por categoría de compras para generar valor
(en los ámbitos de los aspectos reglamentarios, aseguramiento del suministro,
calidad, coste, servicio, innovación). Por una parte, C</span><span lang="ES" style="color: black; mso-bidi-font-family: Arial;">ompras <span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">se enfoca al mercado de proveedor
y, por otra, crea sólidas relaciones con las distintas aéreas de la empresa. El
manejo del coste total de adquisición se desarrolla, y la gestión de calidad y
no-calidad, así como la gestión de la cadena de suministro, se profesionalizan mucho.
Se fomenta al máximo la gestión de la demanda: i<span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;">mplementación de guías y
políticas; simplificación / racionalización / estandarización de las
especificaciones; reducción de las cantidades; eliminación de la demanda. <span style="font-family: "verdana" , sans-serif;">El perímetro</span> de Compras crece de compras directas a inversiones y compras
indirectas. Se trata de un nivel muy avanzado. </span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: purple; font-family: "verdana" , sans-serif;"><em><strong>4. Value chain integration</strong></em></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">La
función de compras está considerada como estratégica; tiene una notable
influencia y contribuye plenamente a la estrategia de la empresa y trabaja
junto con clientes internos y algunos proveedores clave integrados, para la
creación de valor en todas sus formas. Compras co-lidera: estudios y casos de insourcing/outsourcing; talleres de análisis del valor; el proceso de captación e integración de las innovaciones por parte de los proveedores; practica del design-to-cost; ejemplos de integración y solape de las cadenas de valor. Tendría que ser el objetivo de muchos departamentos de Compras. </span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;">Además del grado de madurez de la función de Compras, es importante saber con qué tipo de comprador estamos tratando: </span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; 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mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><strong><em><span style="color: purple;">1.- Procedimiento</span></em></strong> </span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><i style="mso-bidi-font-style: normal;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"></span></i><span lang="ES" style="mso-fareast-font-family: +mn-ea;">El comprador de
Procedimiento realiza las tareas transaccionales del proceso de Compras, como
administrativo del departamento: creación y actualización de los datos en el
maestro de proveedores; </span><span lang="ES-TRAD" style="mso-ansi-language: ES-TRAD; mso-font-kerning: 12.0pt;">seguimiento del proceso de aprobación de la solicitud de compras;
archivo de la documentación relativa al proceso de licitación; preparación de
las subastas; aseguramiento del proceso de firma de los contratos y posterior
archivo; emisión del pedido y seguimiento del acuse de recibo si procede;
seguimiento de las entregas y posibles retrasos; seguimiento de la recepción de
los pedidos si procede;</span><span lang="ES" style="mso-font-kerning: 12.0pt;"> solución a los posibles
problemas de calidad o suministro; solución a los posibles litigios de
facturas;</span><span lang="ES-TRAD" style="mso-ansi-language: ES-TRAD; mso-font-kerning: 12.0pt;"> realización del informe de
ahorros; seguimiento de la correcta aplicación de la política de compras así
como las normas correspondientes; realización de los controles internos de
compliance y redacción del informe correspondiente.<span style="mso-spacerun: yes;"> </span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="mso-ansi-language: ES-TRAD; mso-font-kerning: 12.0pt;"><span style="mso-spacerun: yes;"></span></span><i style="mso-bidi-font-style: normal;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><strong><span style="color: purple;">2. Performance</span></strong></span></i><i style="mso-bidi-font-style: normal;"><span lang="ES" style="color: red; mso-bidi-font-family: Arial;"> </span></i><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;">Para las compras
(directas e indirectas) recurrentes y habituales de la empresa, el comprador de
Performance, táctico u operacional, asegura que se está implementando la
estrategia de la categoría definida por los compradores Panel: junto con el
comprador estratégico, participa activamente en la definición de la estrategia
de la categoría, o contribuye de manera significativa a las iniciativas de
productividad lideradas por los compradores Panel; asegura la correcta
implementación en el día a día de la estrategia de la categoría;</span><span lang="ES-TRAD" style="mso-ansi-language: ES-TRAD; mso-font-kerning: 12.0pt;"> convence y colabora con el
negocio para conseguir la correcta aplicación de la política de compras así
como las normas correspondientes;</span><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"> </span><span lang="ES" style="color: black; mso-bidi-font-family: Arial;">da
soporte al negocio en todas las peticiones de compras diarias desde su
colaboración en la definición de las necesidades hasta la realización del
proceso de petición de oferta y negociación con los proveedores; asegura el
correcto uso del panel de proveedores; verifica que los acuerdos y precios o
desgloses pactados se cumplen; en compras directas, vigila de cerca junto con
aprovisionamiento y calidad el nivel de performance de los proveedores; da
soporte en cualquier problema serio relacionado con un proveedor y no
solucionado por el comprador administrativo; se reúne de forma periódica con el
proveedor para comprobar el nivel de servicio y el cumplimiento de los KPIs;
trabaja y revisa el plan de acción con el proveedor; vigila la correcta
implementación de las acciones de demand management por parte del negocio;
busca constantemente nuevas ideas de productividad, de mejora o creación de
valor junto con el negocio y los proveedores; es el responsable de
concretamente realizar los ahorros y hacer que aparezcan en la cuenta de
resultados de la empresa; reporta de forma regular al comprador estratégico la
evolución de las necesidades del negocio, sus principales retos, el nivel de
performance de los proveedores, el grado de implementación de la estrategia así
como cualquier discrepancia por resolver o cualquier ajuste que se tenga que
realizar; en caso de no poder encontrar una solución, escala al comprador
estratégico cualquier desviación o fallo importante y/o recurrente para su
resolución. <i style="mso-bidi-font-style: normal;"></i></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; 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mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;">Estos compradores están dedicados a uno o
varios proyectos tanto de inversión como de desarrollo de nuevos productos o
servicios. Son parte de un equipo de proyecto. Sus tareas son muy parecidas a
las de los compradores de Performance. En comparación con los demás compradores
de Performance, están aún más enfocados hacia el cumplimiento de los plazos y
de los costes objetivos determinados por el propio proyecto. </span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><i style="mso-bidi-font-style: normal;"><strong><span style="color: purple;">4. Panel</span></strong></i> </span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;">El comprador Panel es el comprador
estratégico o también llamado comprador familia(s), commodity buyer o gestor de categoría. Dentro
de la organización, a nivel global, es el responsable de entender las
necesidades y retos del negocio, de conocer en profundidad el mercado de
proveedores; trabaja junto con el negocio, los compradores de Performance o de
Proyecto y algún que otro proveedor clave con el fin de definir la mejor estrategia
para la categoría; lidera el proceso de aprobación de la(s) estrategia(s) por
parte de la dirección general; es el responsable de conseguir todos los objetivos
fijados para la(s) categoría(s) (panel proveedor incluyendo proveedores de bajo
coste, subastas, productividad, condiciones de pago /cash-flow, alto nivel de
calidad, cumplimiento a nivel de suministro y plazos, gestión de riesgos, RSC,
insourcing/outsourcing, innovación, etc.); está en constante contacto con el
negocio y los demás compradores; anima la red de compradores; lidera la
creación del plan de la categoría y formaliza la lista de iniciativas de
productividad, de mejora o creación de valor para todo el año.; es responsable
de la correcta implementación de la estrategia y de la ejecución de las
iniciativas planificadas; lidera las principales iniciativas (incluido grandes
licitaciones, negociaciones, firma de contratos, etc.); define y optimiza el
panel de proveedores para la(s) categoría(s); gestiona las relaciones con los
principales proveedores; es el responsable del nivel de performance de los
proveedores clave; soluciona cualquier tema o fallo serio y/o recurrente con
los proveedores que los compradores tácticos no hayan podido solucionar; junto
con los proveedores clave, busca y pilota todas las acciones de productividad,
mejora y/o innovación; <span style="mso-font-kerning: 12.0pt;">asegura y vigila
la correcta </span></span><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial; mso-font-kerning: 12.0pt;">aplicación de la política de
compras así como las normas correspondientes. <span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial; mso-font-kerning: 12.0pt;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; 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mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">En empresas
multinacionales con un alto grado de madurez, es muy frecuente ver este rol de
compras dividido en dos funciones: el gestor de categoría por una parte y el
business partner por otra. 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style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="color: black;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES-TRAD" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;">En base a la madurez del departamento o del perfil del comprador con quien interactuamos, es obvio que las necesidades, objetivos y expectatibas hacia los comerciales cambian: la estrategia y las tacticas de ventas así como el tipo de relaciones deben por supuesto ajustarse.</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span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<span style="font-family: "verdana";"><strong><em>¿En qué medida estudias a tus interlocutores de Compras (grado de madurez del departamento y su perfil) para ajustar tu estrategia de ventas?</em></strong></span><span style="font-family: "verdana";"><strong><em><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;"></span></span></span></span></em></strong></span><br />
<span style="font-family: "verdana";"><strong><em><span lang="ES-TRAD" style="color: black; mso-ansi-language: ES-TRAD; mso-bidi-font-family: Arial;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;">
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Stéphane Morelhttp://www.blogger.com/profile/07126442050981974493noreply@blogger.com1tag:blogger.com,1999:blog-6691063632319276522.post-77191703348666196362018-12-22T01:11:00.001-08:002018-12-28T08:08:43.483-08:00Vender en B2B: diferenciarse de los competidores en las licitaciones destacando el post-venta<div style="text-align: justify;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjhAlZbati3Tj-gsLAHp39_IXQiRJfDKvDkdfsbuh-dlLk65e5NFh9qUXeHmQTGF5OmkIQlXiflH4iWUVlkylhopvrPcT9ERRw9loTdComg-aMdfCHhz53H0-3n3wjhrQO27laOFUQXPYU/s1600/POST+VENTA.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="337" data-original-width="458" height="294" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjhAlZbati3Tj-gsLAHp39_IXQiRJfDKvDkdfsbuh-dlLk65e5NFh9qUXeHmQTGF5OmkIQlXiflH4iWUVlkylhopvrPcT9ERRw9loTdComg-aMdfCHhz53H0-3n3wjhrQO27laOFUQXPYU/s400/POST+VENTA.jpg" width="400" /></a></div>
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<span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;">Seguimos analizando el proceso de venta B2B para intentar hacerlo más efectivo. Consiste en recorrer exitosamente</span><a href="http://provocaccioncompras.blogspot.com/2018/01/" target="_blank"><span style="color: #336699; font-family: "verdana" , sans-serif;"> 4 etapas</span></a><span style="font-family: "verdana" , sans-serif;">: </span></span></span></span><br />
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<span style="color: #333333; font-family: "verdana";"><span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><strong>1.-</strong> <b style="mso-bidi-font-weight: normal;">Conocer las expectativas del “comprador” en cuanto a los equipos de Marketing y Ventas de los proveedores. </b></span></span></span></span></span></div>
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<span style="color: #333333; font-family: "verdana";"><span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><b style="mso-bidi-font-weight: normal;">2.- Conocer, acercarse y entender al cliente. </b></span></span></span></span></div>
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<span style="color: #333333; font-family: "verdana";"><span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><b style="mso-bidi-font-weight: normal;">3.- Aprovechar el proceso de compra del cliente para posicionarse favorablemente ante la competencia. </b></span></span></span></span></div>
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<span style="color: #333333; font-family: "verdana";"><span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><b style="mso-bidi-font-weight: normal;">4.- Conocer mejor al departamento de Compras.</b></span></span></span></span></div>
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<span style="color: #333333; font-family: "verdana";"><span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: black; font-family: "verdana" , sans-serif;"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: black; font-family: "verdana" , sans-serif;"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: black; font-family: "verdana" , sans-serif;"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: black; font-family: "verdana" , sans-serif;"><span lang="ES" style="color: #333333; font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><br /></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span style="color: #333333; font-family: "verdana";"><span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: black; font-family: "verdana" , sans-serif;"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: black; font-family: "verdana" , sans-serif;"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: black; font-family: "verdana" , sans-serif;"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: black; font-family: "verdana" , sans-serif;"><span lang="ES" style="color: black; font-family: "verdana" , sans-serif; mso-ansi-language: ES;">Vimos que aprovechar el proceso de compras de una empresa se puede lograr mediante 3 pasos:</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: black; font-family: "verdana" , sans-serif;"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: #333333; font-family: "verdana";"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="color: black;"><span style="color: black;"><span style="color: black;">1.- </span><span style="color: black;"><a href="http://provocaccioncompras.blogspot.com/2018/10/" target="_blank">C<span style="color: #333333; font-family: "verdana";"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #336699;">onocer a los diferentes actores que van a intervenir en la toma de decisión</span></span></span></span></a></span></span></span></span></span></span></span></span></span></span></div>
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<span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: black; font-family: "verdana" , sans-serif;"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: #333333; font-family: "verdana";"><span style="color: #333333; font-family: "verdana";"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span style="color: black;">2.- </span><span style="color: black;"><a href="http://provocaccioncompras.blogspot.com/2018/11/vender-en-b2b-tener-claro-y.html" target="_blank">Entender el proceso de compras del cliente y ser flexible para aprovecharlo</a></span></span></span></span></span></span></span></span></span></span></div>
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<span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: black; font-family: "verdana" , sans-serif;"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: #333333; font-family: "verdana";"><span style="color: black; font-family: "verdana" , sans-serif;">3.- Estar dispuesto en asegurar un robusto proceso de post-venta</span></span></span></span></span></span></div>
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<span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: black; font-family: "verdana" , sans-serif;"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: #333333; font-family: "verdana";"><span style="color: #333333; font-family: "verdana" , sans-serif;"><br /></span></span></span></span></span></span></div>
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<span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: black; font-family: "verdana" , sans-serif;"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: #333333; font-family: "verdana";"><span style="color: #333333; font-family: "verdana" , sans-serif;"><span style="color: #333333; font-family: "verdana";"><span style="font-family: "verdana" , sans-serif;">Hoy hablaremos del post-venta.</span><br />
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: black; font-family: "verdana" , sans-serif;"></span></span><span style="color: black; font-family: "verdana" , sans-serif;">Más allá del proceso de petición de oferta y de negociación de los parámetros
del servicio así como de las condiciones económicas y legales, lo más importante es, por supuesto, la gestión diaria del acuerdo y de las relaciones. </span></span></span></span></span></span></span></span></div>
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<span style="color: #333333; font-family: "verdana";"><span style="color: black; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;">Para poder destacar en la fase de licitación frente a los competidores, e</span></span></span></span></span></span></span></span></span></span></span><span style="color: black; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;">s altamente positivo presentar al cliente como nuestra empresa alcanzará un excelente nivel de post-venta. </span></span></span></span></span></span></div>
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<span style="color: black; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><br /></span></span></span></span></span></span></div>
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<span style="color: black; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="color: black; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black;">Podemos usar el <strong><span style="color: purple;"><em>RAQCSI</em></span></strong>:</span></span></span></span></span><br />
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</span><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><strong><u><span style="color: purple;">Reglamentario / regulatorio:</span></u></strong> <span style="color: #444444;">el vendedor explica cómo se informará al cliente sobre los principales cambios, retos, tendencias, impactos en cuanto a 1.- reglamentación, regulación, normativa; 2.- aspectos legales y jurídicos o; 3.- temas relacionados con la Responsabilidad Social y Corporativa (RSC).</span></span></span><span style="color: #444444; font-family: "verdana" , sans-serif;"><br /></span><br />
<span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><strong><u><span style="color: purple;">Asegurar el suministro:</span></u></strong> el comercial </span><span style="font-family: "verdana" , sans-serif;">indica cómo la empresa cumplirá con los plazos, cantidades y demás aspectos logísticos acordados. Detalla el proceso de gestión de las incidencias. También comenta los mecanismos disponibles para la mejora de la gestión de los inventarios, stocks, obsoletos. Finalmente, ofrece al cliente la posibilidad de identificar y mitigar juntos los posibles riesgos relacionados con la cadena de suministro.</span></span><br />
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<span style="color: #444444;"><strong><u><span style="color: purple;">(<span style="font-family: "verdana" , sans-serif;">Q)Calidad:</span></span></u></strong><span style="font-family: "verdana" , sans-serif;"> es importante mencionar cómo la empresa cumplirá con los niveles de calidad acordados y cómo se solucionarán las incidencias. Es clave ofrecer la opción de impulsar la colaboración entre ambas empresas para revisar las especificaciones buscando cualquier indicio de sobre-calidad o cualquier posibilidad de mejora.</span></span><br />
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<span style="color: #444444;"><strong><u><span style="color: purple;">Coste:</span></u></strong> se debe presentar los mecanismos que la empresa suele usar para vigilar de cerca la evolución de los costes para poder mantener un óptimo precio de venta. Se insiste en la necesidad de mantener reuniones conjuntas de trabajo para buscar y lograr productividades, eficiencias o una optimización del coste total de adquisición.</span></span><br />
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<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><strong><u><span style="color: purple;">Servicio:</span></u></strong> </span><br />
<span style="color: #444444;">- el comercial puede vender su verdadera l<span style="color: #444444;">abor de escucha y representación de los intereses y necesidades del cliente dentro de su propia empresa para alcanzar un excelente nivel de servicio y fomentar una dinámica de mejora continua. </span></span><br />
<span style="color: #444444;"><span style="color: #444444;"><span style="color: #444444;">- es bueno explicar cómo se vigila internamente el proceso de emisión de las facturas para evitar litigios.</span></span></span></span></span></span></span></span></span></span></div>
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<span style="color: #333333; font-family: "verdana";"><span style="color: #444444;"><span style="color: #444444;"><span style="color: #444444;"><span style="color: #444444;"><span style="color: #444444;"><span style="color: #444444;"><span style="color: #444444;"><span style="color: #444444;"><span style="color: #444444;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;">- el vendedor debe comprometerse en cuanto al cumplimiento de los mecanismos de reporting acordados. </span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span style="color: #333333; font-family: "verdana";"><span style="color: #444444;"><span style="color: #444444;"><span style="color: #444444;"><span style="color: #444444;"><span style="color: #444444;"><span style="color: #444444;"><span style="color: #444444;"><span style="color: #444444;"><span style="color: #444444;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;">- debe presentar cómo pretende analizar la cuenta para poder recomendar acciones de mejora, eficiencias, productividades.</span> </span></span></span></span></span></span></span></span></span></span></span></div>
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<span style="color: #444444;"><span style="color: #444444;"><span style="color: #444444;"><span style="color: #444444;"><span style="color: #444444;"><span style="color: #444444;"><span style="color: #444444;"><span style="color: #444444;"><span style="color: #444444;"><br />
<span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><strong><u><span style="color: purple;">Innovación:</span></u></strong><span style="font-family: "verdana" , sans-serif;"> se presenta al cliente el proceso que se seguirá para sugerir ideas innovadoras. Es muy positivo insistir en la necesidad de co-diseñar y/o apostar por iniciativas conjuntas de innovación con carácter disruptivo o transformacional. </span></span></span></span></span></span></span></span></span></span></span></span></div>
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<div style="text-align: justify;">
<span style="color: #444444; font-family: "verdana";">Más allá de las ofertas (que son meras promesas de un magnifico futuro...), los clientes eligen al proveedor que más 'confianza' les da o, dicho de otra manera, seleccionan al proveedor que les parece más capaz de cumplir sus promesas. </span></div>
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<span style="color: #444444; font-family: "verdana";"><strong><em>¿Cuáles son las competencias reales de la empresa en el post-venta (nada de mentiras por favor)? ¿Cómo las presentas de forma convincente a lo largo del proceso de petición de oferta para distinguirte de tus competidores?</em></strong></span></div>
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Stéphane Morelhttp://www.blogger.com/profile/07126442050981974493noreply@blogger.com0tag:blogger.com,1999:blog-6691063632319276522.post-66880454818824031892018-11-27T13:45:00.000-08:002018-12-22T03:11:25.984-08:00Vender en B2B: Tener claro y beneficiarse del proceso de compras frente a los competidores <br />
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<span style="color: #333333; font-family: "verdana";"><span style="color: black; font-family: "times new roman";"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjyIb3isumhF153Bo0bXvY6OilMfUxEY2WMX9oOaNPHwmFICEDg44Eak4Jttfte57vJ4iuy9iI_UFxKN1dlNuMmMqy1DBNBDHw66_Y8hIOyovleyKlWDnK2GOV9A8h2ryKgfAjbB9MEeP8/s1600/PROCESS+HORMIGAS.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="609" data-original-width="788" height="247" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjyIb3isumhF153Bo0bXvY6OilMfUxEY2WMX9oOaNPHwmFICEDg44Eak4Jttfte57vJ4iuy9iI_UFxKN1dlNuMmMqy1DBNBDHw66_Y8hIOyovleyKlWDnK2GOV9A8h2ryKgfAjbB9MEeP8/s320/PROCESS+HORMIGAS.jpg" width="320" /></a></span></span></div>
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<span style="color: #333333; font-family: "verdana";"><br />
<span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">Seguimos
revisando el proceso de venta B2B para ser más efectivos. Consiste en recorrer
exitosamente<a href="http://provocaccioncompras.blogspot.com/2018/01/" target="_blank"> 4 etapas</a>: </span></span></span></span><br />
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<span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><strong>1.-</strong> <b style="mso-bidi-font-weight: normal;">Conocer las expectativas del “comprador” en cuanto a los equipos de
Marketing y Ventas de los proveedores. </b></span></span></span></span><br />
<span style="color: #333333; font-family: "verdana";">
<span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><b style="mso-bidi-font-weight: normal;">2.- Conocer, acercarse y entender al
cliente. </b></span></span></span></span><br />
<span style="color: #333333; font-family: "verdana";">
<span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><b style="mso-bidi-font-weight: normal;">3.- Aprovechar el proceso de compra del cliente para posicionarse
favorablemente ante la competencia. </b></span></span></span></span><br />
<span style="color: #333333; font-family: "verdana";">
<span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><b style="mso-bidi-font-weight: normal;">4.- Conocer mejor al departamento de
Compras.</b></span></span></span></span><br />
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<div style="background: white; line-height: normal; margin: 1em 0px 0pt; mso-add-space: auto;">
<span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: black; font-family: "verdana" , sans-serif;"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: black; font-family: "verdana" , sans-serif;"><span lang="ES" style="color: #333333; mso-ansi-language: ES;">Vimos
que aprovechar el proceso de compras de una empresa se puede lograr mediante 3
pasos:</span></span></span></span></span></span></span></span><br />
<span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: black; font-family: "verdana" , sans-serif;"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: #333333; font-family: "verdana";">1.- C<span style="color: #333333; font-family: "verdana";"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><a href="http://provocaccioncompras.blogspot.com/2018/10/" target="_blank">onocer a los diferentes actores que van a intervenir en la toma de decisión</a></span></span></span></span></span></span></span></span><br />
<span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: black; font-family: "verdana" , sans-serif;"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: #333333; font-family: "verdana";"><span style="color: #333333; font-family: "verdana";"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">2.- Entender el proceso de compras del cliente y ser flexible para aprovecharlo</span></span></span></span></span></span></span></span><br />
<span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: black; font-family: "verdana" , sans-serif;"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: #333333; font-family: "verdana";"><span style="color: #333333; font-family: "verdana";">3.- <a href="http://provocaccioncompras.blogspot.com/2018/12/vender-en-b2b-diferenciarse-de-los.html" target="_blank">Estar dispuesto en asegurar un robusto proceso de post-venta</a></span></span></span></span></span></span><br />
<span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: black; font-family: "verdana" , sans-serif;"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: #333333; font-family: "verdana";"><span style="color: #333333; font-family: "verdana";"><br /></span></span></span></span></span></span><br />
<span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: black; font-family: "verdana" , sans-serif;"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: #333333; font-family: "verdana";"><span style="color: #333333; font-family: "verdana";"><span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: black; font-family: "verdana" , sans-serif;"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="color: #333333; font-family: "verdana";"><span style="color: #333333; font-family: "verdana";"><span style="color: black; font-family: "verdana" , sans-serif;"><span style="color: #333333; font-family: "verdana";"><span style="color: #333333; font-family: "verdana";"><span style="font-family: "verdana" , sans-serif;"><span style="color: black;"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">Tras
muchos esfuerzos, estamos “dentro” y listos para contestar a una licitación.
Hemos conseguido la lista de los distintos actores que van a participar en la
toma de decisión o adjudicación. Tenemos una idea de cómo se reparte el poder
de decisión entre el departamento de compras y el negocio. Sabemos con quién podemos
y debemos hablar en casa del cliente.</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
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<span style="color: #333333; font-family: "verdana";"><span style="color: black; font-family: "verdana" , sans-serif;">
</span><span style="color: #333333; font-family: "verdana";"><span style="color: black; font-family: "verdana" , sans-serif;"><span style="color: black; font-family: "verdana" , sans-serif;"><span lang="ES" style="color: #333333; font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">Cuando
el departamento de compras lidera una petición de oferta, conviene dedicar
tiempo a entender las diferentes etapas del proceso de licitación e identificar
las que tendrán más peso para el cliente. Vamos a intentar saber dónde y cómo
podemos ayudar.</span></span></span></span></span></span></div>
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<span lang="ES" style="color: #333333; font-family: "verdana" , sans-serif; mso-ansi-language: ES;">De
forma general, una petición de oferta sigue las siguientes etapas: </span></span></span></span></div>
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v:shapes="Picture_x0020_1" width="623" /></span></span><br />
</span></span></span></div>
<div style="background: white; line-height: normal; margin: 1em 0px 0pt; mso-add-space: auto;">
<span style="color: #333333; font-family: "verdana";"><span style="color: black; font-family: "times new roman";">
</span></span></div>
<div style="background: white; line-height: normal; margin: 1em 0px 0pt; mso-add-space: auto;">
<span style="color: #333333; font-family: "verdana";">
</span></div>
<div style="background: white; line-height: normal; margin: 1em 0px 0pt; mso-add-space: auto;">
<span style="color: #333333; font-family: "verdana";"><span style="color: #333333; font-family: "verdana";"><span style="color: black; font-family: "times new roman";"><span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">Cada comprador
valorará de forma distinta estos pasos. Dar una regla general no serviría de
mucho. Lo más importante es preguntar al comprador:</span></span></span></span></span></span></div>
<div style="background: white; line-height: normal; margin: 1em 0px 0pt; mso-add-space: auto;">
<ul>
<li><span style="color: #333333; font-family: "verdana";">¿Cuales van a ser las etapas del proceso de licitación? ¿Cuáles serán las más importantes?</span></li>
<li><span style="color: #333333; font-family: "verdana";">¿En qué fase(s) podemos ayudar o colaborar?<span style="color: #333333; font-family: "verdana";">
</span></span></li>
</ul>
</div>
<span style="color: #333333; font-family: "verdana";"><span style="color: #333333; font-family: "verdana";"></span></span><br />
<div style="background: white; line-height: normal; margin: 1em 0px 0pt; mso-add-space: auto;">
<span style="color: #333333; font-family: "verdana";"><span style="color: #333333; font-family: "verdana";"><span style="color: #333333; font-family: "verdana";"><span style="color: #333333; font-family: "verdana";"><span style="color: black; font-family: "times new roman";"><span style="color: #333333; font-family: "verdana";"><span lang="ES" style="color: #333333; font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">Si un comprador no quiere o no sabe contestarnos, podría significar 3 cosas:</span></span></span></span></span></span></span></span></div>
<div style="background: white; line-height: normal; margin: 1em 0px 0pt; mso-add-space: auto;">
<ul>
<li><span style="color: #333333; font-family: "verdana";">Este comprador no tiene mucha experiencia y conviene evaluar bien su poder frente al negocio, o,</span></li>
<li><span style="color: #333333; font-family: "verdana";">No quiere perder tiempo con esta licitación, o, Cuales van a ser las etapas del proceso de licitación? ¿Cuáles serán las más importantes?</span></li>
<li><span style="color: #333333; font-family: "verdana";">No quiere perder demasiado tiempo con nuestra empresa</span>
</li>
</ul>
</div>
<br />
<span style="color: #333333; font-family: "verdana";"><span style="color: black; font-family: "times new roman";"><span lang="ES" style="color: #333333; font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="color: #333333; font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="color: #333333; font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="color: #333333; font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: black; font-family: "times new roman";"><span lang="ES" style="color: #333333; font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="color: #333333; font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="color: #333333; font-family: "verdana" , sans-serif; mso-ansi-language: ES;">En cada una de las etapas de una licitación, tenemos una oportunidad de aportar algo frente a nuestros competidores:</span></span></span></span></span></span></span></span></span></span><br />
<br />
<br />
<div style="background: white; line-height: normal; margin: 1em 0px 0pt; mso-add-space: auto;">
<div style="background: white; line-height: normal; margin: 1em 0px 0pt; mso-add-space: auto;">
<span style="color: black; font-family: "verdana" , sans-serif;">
</span></div>
<ul style="direction: ltr; list-style-type: disc;">
<li style="font-style: normal; font-weight: normal;"><div style="background: white; font-style: normal; font-weight: normal; line-height: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1;">
<span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">Siendo expertos en nuestro mercado, es
evidente que podemos ayudar al comprador en <strong><span style="color: purple;">la definición de las
especificaciones</span></strong>:</span></span></div>
<ol style="list-style-type: decimal;">
<li style="color: #333333; font-style: normal; font-weight: normal;"><div style="background: white; color: black; font-style: normal; font-weight: normal; line-height: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level2 lfo1; tab-stops: 14.2pt;">
<span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">Ayudarle a entender mejor los problemas y
soluciones relacionados con el producto o servicio. Antes de entrar en el
detalle de las especificaciones, podemos intentar ayudar en cuanto a
necesidades o propuesta de valor en torno al producto o servicio licitado. Podemos
“ofrecer” una batería de “preguntas listas” que el comprador podrá hacer a sus
clientes internos.</span></span></div>
</li>
<li style="color: #333333; font-style: normal; font-weight: normal;"><div style="background: white; color: black; font-style: normal; font-weight: normal; line-height: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level2 lfo1; tab-stops: 14.2pt;">
<span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">¿Hay opciones para ayudar al comprador (o sus
clientes internos) a pasar de una lógica de precio y aprovisionamiento a un
enfoque de coste total de propiedad? ¿Y mejor aún, podemos ayudarle(s) a entrar
en el terreno de la creación de valor?</span></span></div>
</li>
<li style="color: #333333; font-style: normal; font-weight: normal;"><div style="background: white; color: black; font-style: normal; font-weight: normal; line-height: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level2 lfo1; tab-stops: 14.2pt;">
<span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">Ayudarle a entender mejor las
características o especificaciones técnicas clave del producto o servicio. Por
supuesto, podremos intentar de forma elegante señalar algunas de las
especificaciones donde destacamos frente a la competencia. <span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"> </span></span></span></span></div>
</li>
</ol>
<br />
<div style="color: #333333; font-style: normal; font-weight: normal;">
</div>
<ol style="list-style-type: decimal;">
</ol>
</li>
<li style="color: #333333; font-style: normal; font-weight: normal;"><div style="background: white; color: black; font-style: normal; font-weight: normal; line-height: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1;">
<span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">Si <span style="color: purple;"><strong>la fase de RFI </strong><span style="color: black;">resulta ser un punto importante del proceso de licitación, tenemos 3 posibilidades</span></span><span style="color: black;">:</span></span></span><br />
<ol style="list-style-type: decimal;">
<li style="color: #333333; font-style: normal; font-weight: normal;"><div style="background: white; color: black; font-style: normal; font-weight: normal; line-height: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level2 lfo1; tab-stops: 14.2pt;">
<span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">Proponer ayudar en el propio diseño de la RFI (es algo ambicioso pero muy valioso).</span></span></span></span></div>
</li>
<li style="color: #333333; font-style: normal; font-weight: normal;"><div style="background: white; color: black; font-style: normal; font-weight: normal; line-height: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level2 lfo1; tab-stops: 14.2pt;">
<span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">Al recibir la RFI (sin haber ayudado previamente), y en caso de dudas, siempre podemos enviar una lista de preguntas al comprador Hay opciones para ayudar al comprador</span></span></span></span></div>
</li>
<li style="color: #333333; font-style: normal; font-weight: normal;"><div style="background: white; color: black; font-style: normal; font-weight: normal; line-height: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level2 lfo1; tab-stops: 14.2pt;">
<span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">ADedicar tiempo y cariño a responder de forma detallada a todas las preguntas. Facilitar si lo pide modelos de contrato, reportings, KPIs, referencias, etc.. <span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"> <span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><br /></span></span></span></span></span></span></span></span></span></span></div>
</li>
</ol>
<ol style="list-style-type: decimal;">
</ol>
<span style="font-family: "verdana" , sans-serif;"></span><br /></div>
</li>
<li style="color: #333333; font-style: normal; font-weight: normal;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: black;">
<span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">En <strong><span style="color: purple;">la etapa de RFP/RFQ</span></strong>, por supuesto
contestaremos de la mejor forma posible. Es muy aconsejable seguir las
instrucciones del comprador especialmente si pide una oferta de pocas páginas
mediante un formato específico. Para un comprador, no hay nada peor que recibir
por parte de un proveedor su oferta estándar (una propuesta generalmente muy
amplia y que, a menudo, no sigue los criterios establecidos en el documento de
licitación). Personalizar la oferta facilitando las cosas al comprador
significa ganar puntos. Tras haber seguido el formato requerido, siempre se
puede añadir un bloque de “ideas”, “sugerencias” o “propuestas de mejora” a
tomar en cuenta.</span></span></span></span></li>
</ul>
<div style="background: white; color: black; font-style: normal; font-weight: normal; line-height: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1;">
<div style="color: #333333; font-style: normal; font-weight: normal;">
<div style="background: white; line-height: normal; margin: 1em 0px 0pt; mso-add-space: auto;">
<span style="color: black; font-family: "verdana" , sans-serif;">
</span></div>
<ul style="direction: ltr; list-style-type: disc;">
<li style="font-style: normal; font-weight: normal;"><div style="background: white; font-style: normal; font-weight: normal; line-height: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1;">
<span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">En <strong><span style="color: purple;">la fase de negociación</span></strong>, parece más delicado
poder ayudar y destacar frente a los competidores. Solo conviene aplicar unas
cuantas técnicas básicas de negociación: </span></span></div>
<ol style="list-style-type: decimal;">
<li style="color: #333333; font-style: normal; font-weight: normal;"><div style="background: white; color: black; font-style: normal; font-weight: normal; line-height: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level2 lfo1; tab-stops: 14.2pt;">
<span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">La preparación de la negociación lo es casi
todo. Hay muchos ejemplos de check-lists, pero pocas veces los usamos. Podemos
también preparar unos cálculos de ahorros (enfoque precio) o mejor aún el
cálculo de las productividades generadas (enfoque coste total de propiedad) en
base a la oferta presentada.</span></span></div>
</li>
<li style="color: #333333; font-style: normal; font-weight: normal;"><div style="background: white; color: black; font-style: normal; font-weight: normal; line-height: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level2 lfo1; tab-stops: 14.2pt;">
<span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">Cuidar mucho el arranque del evento de
negociación: dar un mensaje positivo y constructivo; insistir en lo que une a
las partes.</span></span></div>
</li>
<li style="color: #333333; font-style: normal; font-weight: normal;"><div style="background: white; color: black; font-style: normal; font-weight: normal; line-height: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level2 lfo1; tab-stops: 14.2pt;">
<span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">Escuchar mucho, preguntar aún más y siempre
reformular; sin olvidar proponer alternativas. </span></span></div>
</li>
</ol>
</li>
</ul>
<div style="background: white; line-height: normal; margin: 1em 0px 0pt; mso-add-space: auto;">
<div style="background: white; line-height: normal; margin: 1em 0px 0pt; mso-add-space: auto;">
<span style="color: black; font-family: "verdana" , sans-serif;">
</span></div>
<ul>
<li><div style="background: white; line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;">Aportar durante las 4 primeras fases del
proceso de licitación, así como ayudar al comprador y/o a los clientes
internos, nos coloca en una mejor posición frente a nuestros competidores para
ser exitosos en <strong><span style="color: purple;">la 5ª</span></strong> <strong><span style="color: purple;">etapa de adjudicación y acuerdo final</span></strong>. En este último paso,
y en el caso de ser seleccionados, deberemos intentar facilitar y acelerar al
máximo los trámites administrativos, así como la redacción y negociación final del
contrato. </span></span></div>
</li>
</ul>
<div style="background: white; line-height: normal; margin: 1em 0px 0pt; mso-add-space: auto;">
<span style="color: black; font-family: "verdana" , sans-serif;">
</span></div>
<div style="background: white; line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="color: #333333; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"> </span></span></div>
<div style="background: white; line-height: normal; margin: 1em 0px 0pt; mso-add-space: auto;">
<span style="color: black; font-family: "verdana" , sans-serif;">
</span></div>
<div style="background: white; line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="color: #333333; font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;"><span style="font-family: "verdana" , sans-serif;"><strong><em>Por bueno
o malo que sea el proceso de compras de una empresa, con o sin departamento de
compras de por medio, hay normas y hay que seguirlas. Negarse e intentar imponer
su manera de hacer/vender resulta arriesgado. Aceptar y sacar provecho de este
proceso de compras frente a los competidores es sin duda mucho más rentable.</em></strong></span></span></div>
<span style="color: black; font-family: "times new roman";"><strong>
</strong></span><br />
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<br /></div>
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</div>
</div>
</div>
</div>
</div>
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Stéphane Morelhttp://www.blogger.com/profile/07126442050981974493noreply@blogger.com0tag:blogger.com,1999:blog-6691063632319276522.post-52216042233812701862018-10-08T13:00:00.000-07:002018-12-22T03:12:17.794-08:00Vender en B2B: Tener claro o no a los diferentes actores que van a intervenir en la toma de decisión<br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEicOk772YD6CoVoznEG58UUtec3g90YcduqqTIt5munsRqZki4GsSBklqmQfEVMeTb1ywKoDSSwXToGAdX-pmEzDDLY7js6j96ia1QVPNGxKTEanyThk63H8x74muEILDk3PbFDPWnA6cM/s1600/decideurs.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="536" data-original-width="815" height="210" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEicOk772YD6CoVoznEG58UUtec3g90YcduqqTIt5munsRqZki4GsSBklqmQfEVMeTb1ywKoDSSwXToGAdX-pmEzDDLY7js6j96ia1QVPNGxKTEanyThk63H8x74muEILDk3PbFDPWnA6cM/s320/decideurs.jpg" width="320" /></a></div>
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><br /></span><br />
<span style="font-family: "verdana";"><br /></span><br />
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;">Progresamos en nuestro viaje hacia un proceso de venta
más efectivo en el mundo B2B. Consiste en recorrer exitosamente <a href="http://provocaccioncompras.blogspot.com/2018/01/" target="_blank">4 etapas</a>: <strong>1.-</strong> <b style="mso-bidi-font-weight: normal;">Conocer
las expectativas del “comprador” en cuanto a los equipos de Marketing y Ventas
de los proveedores. 2.- Conocer, acercarse y entender al cliente. 3.-
Aprovechar el proceso de compra del cliente para posicionarse favorablemente
ante la competencia. 4.- Conocer mejor al departamento de Compras<span style="mso-spacerun: yes;"> </span></b></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><b style="mso-bidi-font-weight: normal;"><span style="mso-spacerun: yes;"><br /></span></b></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span style="mso-spacerun: yes;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;">Vimos que las 2 primeras fases significan poner en marcha
un proceso de difusión de contenidos potentes, un arduo trabajo de
marca, prospección, acercamiento positivo a los posibles clientes, y creación
de una sólida propuesta de valor. Con toda esta labor es muy posible haber
logrado un magnífico hito: el hecho de tener “la puerta abierta” y “estar ya
dentro”. Eso implica que el cliente nos ha comentado una necesidad a cubrir,
que nos tiene en mente y que vamos a poder hacer una oferta seria para un
posible pedido / acuerdo / contrato. Sin duda tendremos que competir con otras
empresas; por lo tanto, y como lo mencionan desgraciadamente muchos vendedores,
es la hora de “pasar a través del proceso de compras”. Con mucha razón y con
más probabilidades de éxito, otros comerciales prefieren ver el proceso de
compras como una oportunidad de marcar una clara diferencia frente a los
competidores.</span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span style="mso-spacerun: yes;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><br /></span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span style="mso-spacerun: yes;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;">Muchos departamentos de ventas forman a sus comerciales a
un robusto proceso de venta e imponen a sus vendedores una implementación
a raja tabla. Básicamente estas empresas quieren pasar a través del proceso de
compras del posible cliente intentando “calzarle” su propio proceso de venta. </span></span></span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;">Tras 20 años en compras, lo tengo claro: por bueno o malo
que sea el proceso de compras de una empresa, con o sin departamento de compras de por medio,
hay normas y hay que seguirlas. Negarse e intentar imponer su manera de hacer/vender
resulta arriesgado. Aceptar y sacar provecho de este proceso de compras frente
a los competidores es sin duda mucho más rentable.</span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><br /></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;">Aprovechar el proceso de compras de una empresa se logra
mediante 3 pasos: <span style="mso-spacerun: yes;"> </span></span></span></span></span></span></div>
<br />
<ol style="direction: ltr; list-style-type: decimal;"><ol style="list-style-type: decimal;">
<li style="color: black; font-family: "Verdana",sans-serif; font-size: 11pt; font-style: normal; font-weight: normal;"><div style="color: black; font-family: "Arial",sans-serif; font-size: 10pt; font-style: normal; font-weight: normal; line-height: normal; margin-bottom: 0pt; margin-top: 0cm; mso-list: l0 level2 lfo1;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;">Conocer a los diferentes
actores que van a intervenir en la toma de decisión </span></div>
</li>
<li style="color: black; font-family: "Verdana",sans-serif; font-size: 11pt; font-style: normal; font-weight: normal;"><div style="color: black; font-family: "Arial",sans-serif; font-size: 10pt; font-style: normal; font-weight: normal; line-height: normal; margin-bottom: 0pt; margin-top: 0cm; mso-list: l0 level2 lfo1;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><a href="http://provocaccioncompras.blogspot.com/2018/11/" target="_blank">Entender el proceso decompras del cliente y ser flexible para aprovecharlo</a></span></div>
</li>
<li style="color: black; font-family: "Verdana",sans-serif; font-size: 11pt; font-style: normal; font-weight: normal;"><div style="color: black; font-family: "Arial",sans-serif; font-size: 10pt; font-style: normal; font-weight: normal; line-height: normal; margin-bottom: 0pt; margin-top: 0cm; mso-list: l0 level2 lfo1;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><a href="http://provocaccioncompras.blogspot.com/2018/12/vender-en-b2b-diferenciarse-de-los.html" target="_blank">Estar dispuesto enasegurar un robusto proceso de post-venta</a></span></div>
</li>
</ol>
</ol>
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;">Hoy podemos comentar el primer punto en cuanto a <b style="mso-bidi-font-weight: normal;"><u>los actores en la toma de decisión</u></b>.</span></span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><br /></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;">Recomendaría a los comerciales no precipitarse. </span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;">Una vez ‘dentro’ el primer paso más rentable consiste en
dedicar tiempo a entender el proceso de toma de decisión: ¿cómo y quiénes son
las personas que van a decidir?</span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;">Muy pocas veces un/a comprador/a de un departamento de
compras va a poder decidir solo/a. Y pocas veces también, un empleado, cual sea
su rango en la organización, tendrá total poder de decisión.</span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;">En la gran mayoría de los casos, la selección final de un proveedor / oferta se
hace reuniendo un grupo de personas (usuario, management, compras, legal,
finanzas, logística, ingeniería, HSE, etc...).</span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;">De hecho, un comercial podría evaluar la solidez de una
licitación observando el grado de colaboración entre todas las partes
implicadas en el cliente. Es bueno ver si el departamento de compras y el resto
de las funciones están alineados. Cualquier fallo en cuanto a colaboración
o alineamiento es una posible señal de una licitación frágil, complicada, larga o con
posibilidades de no concluir en pedido / contrato.</span></span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;">Mediante el argumento de querer poner en marcha un equipo
interno de expertos para la licitación, el vendedor puede preguntar a su
interlocutor cuales son las partes implicadas en el proceso de compras.</span></span></span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;">A un comprador, se le puede preguntar si de alguna manera
hace falta conectar con el resto de contactos para poder ayudar en el proceso
de licitación. Y cómo mínimo se recomienda informar al comprador de las relaciones
existentes con otras funciones.</span></span></span></span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><br /></span></span></span></span></span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;">De forma muy general, se puede ver en esta tabla cómo se
reparte el poder de decisión entre el departamento de compras y las demás
funciones implicadas en la compra. </span></span></span></span></span></span></span></span></span></div>
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<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"> </span></div>
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<div style="line-height: normal; margin: 0cm 0cm 0pt;">
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<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"> </span></div>
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<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;">Conocer y cuidar a todos los actores del proceso de
compras crea una ventaja competitiva, pero requiere tiempo y esfuerzo. </span></div>
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<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;">Ya que la disponibilidad y capacidad de ofertar de los
equipos comerciales son obviamente limitadas, los vendedores tendrían que
seleccionar con sumo cuidado las licitaciones a las cuales van a participar.</span></span></span></div>
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<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><br /></span></span></span></div>
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<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><strong><em>Cual es el KPI correacto para un equipo de ventas: </em></strong></span></span></span></div>
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<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><strong><em>1.- el numero de licitaciones contestadas u ofertas lanzadas</em></strong></span></span></span></div>
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<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><strong><em>2.- o más bien, el % de licitaciones cerradas positivamente?</em></strong><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"></span></span></span></span></span></span></span></span></span><br />
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<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><br /></span></span></span></div>
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<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><br /></span></span></span></div>
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><br /></span></span></span><br />
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<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 11pt;"><br /></span></span></span></div>
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Stéphane Morelhttp://www.blogger.com/profile/07126442050981974493noreply@blogger.com2tag:blogger.com,1999:blog-6691063632319276522.post-33335425991290494602018-09-15T09:30:00.000-07:002018-09-15T09:30:37.529-07:00Provoc@ción Compras’ cumple 7 años y supera las 100.000 visitas<br />
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<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">En Noviembre del 2011, de forma embrionaria, iniciaba el blog ‘</span><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><a href="http://provocaccioncompras.blogspot.com/">Provoc@ccion
Compras</a><span style="color: #0066cc;">’</span></span><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">.</span></div>
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">A lo largo de los años, he ido cambiando el enfoque: </span><br />
<ul style="direction: ltr; list-style-type: disc;">
<li style="color: black; font-family: "Verdana",sans-serif; font-style: normal; font-weight: normal;"><div style="color: black; font-family: "Arial",sans-serif; font-style: normal; font-weight: normal; line-height: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">2012 - 2015: el upgrade
y la transformación de compras. Cerré este primer capítulo del blog con la metodología
del EPPOGG y la publicación del libro: “</span><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><a href="http://www.bubok.es/libros/233849/LA-TRANSFORMACION-DE-COMPRAS-UNA-AVENTURA-RETADORA">La
transformación de compras: una aventura retadora</a></span><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">”.</span></div>
</li>
<li style="color: black; font-family: "Verdana",sans-serif; font-style: normal; font-weight: normal;"><div style="color: black; font-family: "Arial",sans-serif; font-style: normal; font-weight: normal; line-height: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">2016: la necesidad de
más ciencia en compras y el futuro de la profesión (en inglés).</span></div>
</li>
<li style="color: black; font-family: "Verdana",sans-serif; font-style: normal; font-weight: normal;"><div style="color: black; font-family: "Arial",sans-serif; font-style: normal; font-weight: normal; line-height: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">2017: la metodología del
Business Partnering (válida para cualquier función soporte: IT, RRHH, Finanzas,
Servicios Generales, etc...)</span></div>
</li>
<li style="color: black; font-family: "Verdana",sans-serif; font-style: normal; font-weight: normal;"><div style="color: black; font-family: "Arial",sans-serif; font-style: normal; font-weight: normal; line-height: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">2018: un comprador habla
sobre la eficiencia del proceso de ventas en B2B (destinado a los compañeros de
ventas) </span></div>
</li>
</ul>
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">En todos estos años, lo más complicado ha sido:</span><br />
<ul style="direction: ltr; list-style-type: disc;">
<li style="color: black; font-family: "Verdana",sans-serif; font-style: normal; font-weight: normal;"><div style="color: black; font-family: "Arial",sans-serif; font-style: normal; font-weight: normal; line-height: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">tener la constancia para
publicar de forma regular,</span></div>
</li>
<li style="color: black; font-family: "Verdana",sans-serif; font-style: normal; font-weight: normal;"><div style="color: black; font-family: "Arial",sans-serif; font-style: normal; font-weight: normal; line-height: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">mejorar en cuanto al
idioma (y lo que me queda... </span><span lang="ES" style="font-family: "wingdings"; mso-ansi-language: ES; mso-ascii-font-family: Verdana; mso-char-type: symbol; mso-hansi-font-family: Verdana; mso-symbol-font-family: Wingdings;"><span style="mso-char-type: symbol; mso-symbol-font-family: Wingdings;">J</span></span><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">),</span></div>
</li>
<li style="color: black; font-family: "Verdana",sans-serif; font-style: normal; font-weight: normal;"><div style="color: black; font-family: "Arial",sans-serif; font-style: normal; font-weight: normal; line-height: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">defender la calidad del contenido
con artículos largos. </span></div>
</li>
</ul>
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">En todo caso, hoy, me siento muy feliz: son más de 50 posts y 100.000
visitas.</span></span><br />
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><br /></span></b></span><br />
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">Simplemente y de corazón
agradeceros por haber leído mis publicaciones. ¡Muchísimas gracias! </span></b></span><br />
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><br /></span></span><br />
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">Seguramente que para muchos bloggers no habrá sido necesario tanto tiempo
para alcanzar las 100.000 visitas. Está claro que no entraré en el libro
Guinness de los records. Sin embargo, para mí, llegar a este número de visitas
escribiendo poco a poco sobre la función de Compras representa un hito simbólico.
</span></span><br />
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><br /></span></span><br />
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">Ahora,
con perspectiva, puedo valorar la experiencia: escribir es un arduo trabajo y
los beneficios son múltiples: </span></span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">1.-
<b style="mso-bidi-font-weight: normal;">Reflexionar</b>. Nunca había dedicado
tanto tiempo a pensar en mis experiencias, vivencias, logros, errores.</span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">2.-
<b style="mso-bidi-font-weight: normal;">Felicitarse</b>. Haciendo este repaso
tan a fondo, tomé conciencia de todo el camino recorrido, de todos los logros
(el libro no es una auto-biografía). Y más que seguir culpándome por tantos
fallos cometidos, pude celebrar muchas victorias personales y profesionales.</span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">3.-
<b style="mso-bidi-font-weight: normal;">Aprender</b>. Escribir significa ante
todo buscar información en múltiples fuentes. Nunca antes había leído tanto
sobre la función de compras y sobre management.</span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">4.-
<b style="mso-bidi-font-weight: normal;">Formalizar</b>. Crear el EPPOGG y la
metodología del Business Partnering fueron para mí grandes logros. He tenido
que organizar mis pensamientos, crear una “formula” poniendo en el orden lógico
y cronológico diferentes conceptos, acciones, actividades y herramientas.<span style="mso-spacerun: yes;"> </span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">5.-
<b style="mso-bidi-font-weight: normal;">Actuar</b>. Al escribir, me di cuenta de
las cosas; al darme cuenta, empecé a practicar y a cambiar.</span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">6.-
<b style="mso-bidi-font-weight: normal;">Superarse</b>. Escribir significa usar
al máximo la creatividad y salir de su zona de confort. En el caso del libro,
una vez todo hecho, lo más difícil fue pulsar el botón de “Publicar en Bubok”:
tuve que superar unos cuantos miedos.</span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">7.-
<b style="mso-bidi-font-weight: normal;">Emocionarse</b>. Reír, no dormir de la
emoción, desesperarse por necesitar varias horas para redactar un simple
parágrafo, dudar al recibir el famoso feedback constructivo, y finalmente
disfrutar con algunos comentarios recibidos. </span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">8.-
<b style="mso-bidi-font-weight: normal;">Perseverar</b>. Quise dejarlo tantas
veces…</span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">9.-
<b style="mso-bidi-font-weight: normal;">Mejorar un idioma</b>. ¿Cuantas faltas
habré cometido en este artículo? Pues, imaginaros el punto de partida...<span style="mso-spacerun: yes;"> </span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">10.-
<b style="mso-bidi-font-weight: normal;">Compartir</b>. Poder transmitir y
recibir a cambio está siendo lo más gratificante de la experiencia.</span></div>
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><br /></span></span></span><br />
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">Para celebrar este feliz acontecimiento, quisiera compartir el TOP10 de los
posts más leídos:</span></span></span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">1.- <a href="http://provocaccioncompras.blogspot.com.es/2014/04/cuadro-de-mando-y-kpis-de-la-funcion-de.html">Cuadro
de mando y KPIs de la función de compras</a><span style="color: #0066cc;"> (hoy seguramente lo redactaría de
forma distinta)</span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">2.- <a href="http://provocaccioncompras.blogspot.com.es/2014/06/p18-transformacion-de-compras-el-eppogg.html">P@18
- Transformación de compras: hoja de ruta y los 6 ejes de trabajo</a></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;">3.-
<a href="http://provocaccioncompras.blogspot.com.es/2014/01/p17-open-innovation-srm-vs.html">P@17
¿Open innovation: SRM vs Crowdsourcing? <span lang="ES" style="mso-ansi-language: ES;">¿Un futuro brillante para el SRM? ¿El Crowdsourcing cambia(rá) las reglas
del juego?</span></a></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #0066cc;">4.- </span><a href="http://provocaccioncompras.blogspot.com/2016/02/p31-defining-procurement-value.html">P@31
– Defining the Procurement Value Contribution for the company and selecting the
appropriate future Procurement direction</a></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">5.- </span><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><a href="http://provocaccioncompras.blogspot.com.es/2014_07_01_archive.html">P@19
Transformación de compras: Estrategia - 1er eje de trabajo</a></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">6.- <a href="http://provocaccioncompras.blogspot.com.es/2013/12/provocccion-16-en-compras-hablamos-de.html">P@16
¿Hablamos de gestión de Recursos Externos? ¿Existe un paralelo entre Compras y
Recursos Humanos? ¿Hablamos de la Matriz de Kraljic?</a></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><a href="http://provocaccioncompras.blogspot.com/2017/04/p42-business-partnering-como.html">7.-
P@42 – Business Partnering – ¿Cómo perfeccionar la Pericia de nuestros equipos?</a></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">8.- <a href="http://provocaccioncompras.blogspot.com.es/2013/05/fijacion-de-objetivos-en-compras.html">Fijación
de objetivos en Compras</a></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">9.- <a href="http://provocaccioncompras.blogspot.com.es/2013/03/p11-hablamos-de-srm.html">P@11_
¿Hablamos de SRM?</a></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;">10.- <a href="http://provocaccioncompras.blogspot.com/2018/01/vender-en-b2b-12-preguntas-para-saber.html">Vender
en B2B: 12 preguntas para saber si entiendes y cuidas a la parte compradora</a></span></div>
<br />
<br />
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><b style="mso-bidi-font-weight: normal;"><i style="mso-bidi-font-style: normal;"><span lang="ES" style="font-family: "verdana" , sans-serif; line-height: 107%;"><br /></span></i></b></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><b style="mso-bidi-font-weight: normal;"><i style="mso-bidi-font-style: normal;"><span lang="ES" style="font-family: "verdana" , sans-serif; line-height: 107%;">Me
esforzaré para seguir publicando de forma regular y espero poder seguir contando
con vosotros.</span></i></b></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><b style="mso-bidi-font-weight: normal;"><i style="mso-bidi-font-style: normal;"><span lang="ES" style="font-family: "verdana" , sans-serif; line-height: 107%;"><br /></span></i></b></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><b style="mso-bidi-font-weight: normal;"><i style="mso-bidi-font-style: normal;"><span lang="ES" style="font-family: "verdana" , sans-serif; line-height: 107%;"><br /></span></i></b></span></div>
Stéphane Morelhttp://www.blogger.com/profile/07126442050981974493noreply@blogger.com0tag:blogger.com,1999:blog-6691063632319276522.post-68649772259681941412018-07-24T13:45:00.002-07:002018-08-19T08:40:46.157-07:00Vender en B2B: ¿Existe una propuesta de valor personalizada para cautivar al cliente?<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjKzqkh5LVeYexCLl07X6RovTBJ76Ub7SfodD0IzY-tty2N7j24KXdWlJB7HBGQg023g99lRflG-YwSRRH5HbkmPLoYiCfe9q0hNnl1FSMq9TEm031krsuh3-ZeWnJ-9CwkzQ_-RUG5e6E/s1600/provoc+value+propal+1.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="483" data-original-width="825" height="186" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjKzqkh5LVeYexCLl07X6RovTBJ76Ub7SfodD0IzY-tty2N7j24KXdWlJB7HBGQg023g99lRflG-YwSRRH5HbkmPLoYiCfe9q0hNnl1FSMq9TEm031krsuh3-ZeWnJ-9CwkzQ_-RUG5e6E/s320/provoc+value+propal+1.png" width="320" /></a></div>
<span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "times new roman"; font-size: small;">
</span></span><br />
<span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;">Progresamos en nuestro viaje hacia un proceso de venta más efectivo en el
mundo B2B. Vimos que para conocer más a sus clientes es necesario profundizar
en <a href="http://provocaccioncompras.blogspot.com/2018/01/vender-en-b2b-12-preguntas-para-saber.html" target="_blank">4 ejes de trabajo</a>: </span></span></span></span></span></span></span></span><br />
<span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><strong>1.-</strong> <b style="mso-bidi-font-weight: normal;">Conocer las expectativas del “comprador” en
cuanto a los equipos de Marketing y Ventas de los proveedores. </b></span></span></span></span></span></span></span></span><br />
<span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><b style="mso-bidi-font-weight: normal;">2.- Conocer,
acercarse y entender al cliente. </b></span></span></span></span></b></span></span></span></span></span></span></span></span><br />
<span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><b style="mso-bidi-font-weight: normal;">3.- Aprovechar el proceso de compra del
cliente para posicionarse favorablemente ante la competencia. </b></span></span></span></span></b></span></span></span></span></b></span></span></span></span></span></span></span></span><br />
<span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><b style="mso-bidi-font-weight: normal;">4.- Conocer mejor
al departamento de Compras<span style="mso-spacerun: yes;"> </span></b></span></span></span></span></b></span></span></span></span></b></span></span></span></span></b></span></span></span></span></span></span></span></span><br />
<span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;">Para
cerrar el segundo capítulo, vamos a contestar a una de las preguntas más
frecuentes por parte de los “compradores” a los comerciales: ¿Cuál es su real propuesta de
valor?<span style="mso-spacerun: yes;"> </span></span></span>
</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<span style="font-family: "verdana"; font-size: x-small;"><br /></span><br />
<span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;">En la primera parte, vimos
que M<span style="mso-bidi-font-weight: bold;">arketing</span> comunica el valor
de un producto o servicio a un target de clientes con el objetivo de facilitar
o activar la venta. Crean y posicionan la marca. Existe una propuesta de valor bien
definida que los comerciales presentan generalmente mediante un proceso de
venta o realización de oferta bastante estándar (independientemente del tipo de
cliente o “comprador”).</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;">Vimos también
que las expectativas de los clientes son distintas en función del tipo de
producto o servicio.</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;">En la segunda
parte, señalamos que es fundamental conocer al cliente y al potencial comprador
acercándose a él de forma personalizada.</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<span style="font-family: "verdana";"><br /></span><br />
<span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-size: small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;">Por lo tanto, queda claro que unos buenos vendedores se esforzarán en
definir una clara propuesta de valor y una oferta que coinciden con el perfil
del cliente.</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-size: small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;">Es necesario adaptar la
oferta y la propuesta de valor en función del tipo de “comprador”.</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-size: small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;">Y la cosa más importante de todas: la
empresa debe ser capaz de verdaderamente cumplir con sus promesas.<span style="font-family: "verdana";"><br /></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<br />
<span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;">
</span></span></span></span></span></span></span><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "times new roman"; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana"; font-size: x-small;"><span style="font-family: "verdana"; font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif; font-size: small;"><span style="mso-spacerun: yes;"><span style="font-family: "verdana"; font-size: x-small;"><strong>
<span style="font-family: "times new roman"; font-size: small;">
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<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh_1a0c-jGR5s8rnvF1qqbJPXgtS2t2h_C1D6_1FnLZpab31h4lLsyjeS04gl0CEpxPC9ECXHiZbd4eVrPQ_ahuuzp90HfdqoVLQ95bGvqYYipiBSOS61cKSPJRDR74cmbUcNz0Xvfqyoc/s1600/provoc+prop+valor.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="727" data-original-width="1120" height="411" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh_1a0c-jGR5s8rnvF1qqbJPXgtS2t2h_C1D6_1FnLZpab31h4lLsyjeS04gl0CEpxPC9ECXHiZbd4eVrPQ_ahuuzp90HfdqoVLQ95bGvqYYipiBSOS61cKSPJRDR74cmbUcNz0Xvfqyoc/s640/provoc+prop+valor.png" width="640" /></a></div>
<br />
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<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><strong>¿Qué tipo de ofertas, propuestas de valor realizas para convencer
a tus clientes potenciales? ¿Es la mejor forma de hacerlo?</strong></span></span></span><br />
<br />
<br />
<br />Stéphane Morelhttp://www.blogger.com/profile/07126442050981974493noreply@blogger.com0tag:blogger.com,1999:blog-6691063632319276522.post-76590996018745112332018-06-28T09:46:00.000-07:002018-08-19T08:54:52.307-07:00Vender en B2B: ¿Cómo acercarse de forma efectiva al cliente potencial?<br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Progresamos en nuestro viaje hacia un proceso de venta
más efectivo en el mundo B2B. Vimos que para conocer más a sus clientes es
necesario profundizar en <a href="http://provocaccioncompras.blogspot.com/2018/01/vender-en-b2b-12-preguntas-para-saber.html" target="_blank">4 ejes de trabajo</a>:</span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;">1.-</b>
<b style="mso-bidi-font-weight: normal;">Conocer las expectativas del “comprador”
en cuanto a los equipos de Marketing y Ventas de los proveedores. </b></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><b style="mso-bidi-font-weight: normal;"><span style="color: #444444; font-family: "verdana" , sans-serif;">2.- Conocer,
acercarse y entender al cliente. </span></b></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><b style="mso-bidi-font-weight: normal;"><span style="color: #444444; font-family: "verdana" , sans-serif;">3.- Aprovechar el proceso de compra del
cliente para posicionarse favorablemente ante la competencia. </span></b></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">4.- Conocer mejor
al departamento de Compras<span style="mso-spacerun: yes;"> </span></span></span></b></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="mso-spacerun: yes;"><br /></span></span></span></b></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><b style="mso-bidi-font-weight: normal;"><span style="mso-spacerun: yes;"></span></b><span style="color: #444444; font-family: "verdana" , sans-serif;">En
cuanto al segundo punto, una de las preguntas más frecuentes que recibo por
parte de los vendedores es: ya que es cada vez más complicado,¿Cómo acercarse
de forma efectiva al cliente potencial?</span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana";"><br /></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="mso-spacerun: yes;">
</span>Para contestar, lo más sencillo es comentar las buenas como las malas
prácticas.<span style="mso-spacerun: yes;"> </span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="mso-spacerun: yes;"><br /></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="mso-spacerun: yes;"></span>Desgraciadamente,
<strong><span style="color: purple;">veo malos ejemplos casi a diario</span></strong>.</span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">Y es importante recalcar que mi
perfil público en LinkedIn está actualizado e indica claramente mi posición vigente
con las principales responsabilidades a desempeñar. Además, en mi caso, siendo
relativamente activo en esta red, mi perfil no es muy complicado de localizar
(aunque haya muchos “Stéphane Morel” por el mundo). He dejado de ser activo en
Twitter. De momento, no soy presente en otras redes.<span style="mso-spacerun: yes;"> </span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Cada semana me pregunto: </span></span></div>
<ul>
<li><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">¿Por qué
recibo solicitudes de contacto en LinkedIn de profesionales que venden
productos o servicios que no tienen nada que ver con mi rol actual o mi
perímetro de responsabilidades? Y lo peor de todo, muchas de estas personas no
ponen ningún mensaje de introducción.</span></span></div>
</li>
<li><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">¿Por qué sigo recibiendo mails o llamadas
de profesionales que quieren vender productos o servicios a Novartis España si
hace ya más de 5 años que ya no tengo nada que ver con esta filial?<span style="mso-spacerun: yes;"> </span></span></span></span></div>
</li>
<li><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="mso-spacerun: yes;"></span><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">¿Por qué recibo mensajes (LinkedIn o
mails) ‘copiados y pegados’ que me describen problemas y posibles soluciones
que no me interesan y al final del mensaje se puede leer que “si no soy la
persona apropiada que haga el favor de remitir a la persona adecuada en mi
organización”?<span style="mso-spacerun: yes;"> </span></span></span></span></div>
</li>
<li><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="mso-spacerun: yes;"></span><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">¿Por qué cuando no
contesto a estos mensajes, recibo hasta 3 ‘amables’ recordatorios (queriendo
poner en duda mi educación o tacto)?<span style="mso-spacerun: yes;"> </span></span></span></span></div>
</li>
<li><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="mso-spacerun: yes;"></span><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">¿Por
qué sigo recibiendo durante meses mails automáticos con links a newsletters, blogs,
artículos, ofertas etc... cuando nunca he abierto un solo link (a veces
poniéndolos en mails no deseados siguen apareciendo)?<span style="mso-spacerun: yes;"> </span></span></span></span></div>
</li>
<li><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="mso-spacerun: yes;"></span><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">¿Por qué sigo recibiendo a veces llamadas absurdas
por parte de teleoperadores? (en el B2C, es aún mucho más frecuente)<span style="mso-spacerun: yes;"> </span></span></span></span></div>
</li>
<li><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="mso-spacerun: yes;"></span><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">¿Por qué me encontré más de una vez con un
mal uso de las referencias?<span style="mso-spacerun: yes;"> </span></span></span></span></div>
</li>
</ul>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="mso-spacerun: yes;"></span><span style="color: #444444; font-family: "verdana" , sans-serif;">¿Con
estos métodos de toma de contacto, de verdad, los comerciales esperan alguna
reacción o respuesta mía?</span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">Francamente, no entiendo muy bien este tipo de acciones
comerciales en el mundo B2B. ¿En base a 100 contactos, ¿cuál será el porcentaje
de respuesta? ¿Y en base a 100 respuestas, cuál será el porcentaje de venta
cerrada? ¿Y en base a 100 ventas cerradas, cuál será el porcentaje de clientes
fidelizados? Compartiendo una opinión muy personal, cuando veo este tipo de
actividad comercial, tiendo a no hacer mucho caso y/o a poner en duda tanto al profesional
de ventas como la empresa que permite o favorece este tipo de acciones.<span style="mso-spacerun: yes;"> </span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="mso-spacerun: yes;"><br /></span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="mso-spacerun: yes;"></span><span style="color: #444444; font-family: "verdana" , sans-serif;"><strong><span style="color: purple;">Es menos frecuente encontrar buenos
ejemplos</span></strong>:</span></span></span></div>
<ul>
<li><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Un comercial primero interactúa
conmigo en la red social: reacciona a mis posts, artículos o comentarios, con
un “me gusta”, un comentario positivo, me recomienda un link a otro artículo /
estudio / informe relacionado (a menudo ligado a la web de su empresa). Después
me pide aceptarlo en su red de contactos con 2 o 3 líneas amables. Algunos me
proponen charlar para compartir puntos de vista. Claro que quieren vender... lo
único es que primero dedican tiempo en entender mi contexto y mis posibles
necesidades. Lo que venden suele coincidir con lo que me interesa. </span></span></span></div>
</li>
<li><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Sea por LinkedIn o mail,
recibo un mensaje personalizado, relacionado con mi empresa y mi función
actual. Muy a menudo se expone la lista de productos o servicios que la empresa
puede ofrecer: el impacto es más limitado. Cada vez más, el comercial en su
mensaje me describe situaciones, problemas con sus posibles soluciones o bien
innovaciones aplicadas en empresas del sector: capta más mi atención.</span></span></span></div>
</li>
<li><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Al dar mis datos de contacto en una web
para poder descargarme un informe, infografía, e-book etc..., sé que tendré a
cambio que recibir un mail de un comercial. Me gusta cuando se realiza este acercamiento
comercial de manera fina y elegante. </span></span></span></div>
</li>
<li><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Lo vi una vez y me dejo impresionado:
una empresa emitía una newsletter que leí durante una temporada. Tras un par de
semanas sin leerla, recibí un mail por parte del comercial de esta empresa (o
un bot) indicándome que me daban de baja de la newletter por no invadir
inútilmente mi mail box y que por supuesto quedaban a mi entera disposición
para atenderme. Esto es un seguimiento de calidad. </span></span></span></div>
</li>
<li><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Me gusta cuando un comercial me
contacta por parte de un compañero que valoro y respeto. </span></span></span></div>
</li>
<li><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">No me supone ningún problema cuando
un comercial con el cual tengo ya una buena relación me pide cómo referencia (y
me pregunta sistemáticamente antes de referenciarme).<span style="mso-spacerun: yes;"> </span></span></span></span></span></div>
</li>
</ul>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="mso-spacerun: yes;"></span><span style="color: #444444; font-family: "verdana" , sans-serif;">Hoy en día, mediante las webs, los motores
de búsqueda, las redes sociales, es fácil, rápido y barato tener acceso a mucha
información sobre una empresa o un profesional. La probabilidad de tener contactos
en común es cada vez más alta.</span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><br /></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Los departamentos de Marketing y Ventas pueden
decidir (en base a la opción más eficaz y rentable) cómo acercarse a un posible
cliente:</span></span></span></div>
<ul>
<li><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">En base a la suerte, de
forma impersonal, masiva y a menudo invasiva, o,<span style="mso-spacerun: yes;"> </span></span></span></span></span></div>
</li>
<li><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="mso-spacerun: yes;"></span><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">De una manera más selectiva y estratégica
requiriendo más calma y más tiempo (me imagino que más pay-back)<span style="mso-spacerun: yes;"> </span></span></span></span></span></div>
</li>
</ul>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="mso-spacerun: yes;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><br /></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="mso-spacerun: yes;"></span><span style="color: #444444; font-family: "verdana" , sans-serif;"><strong><em>¿Qué tipo de acciones realizas
para acercarte a tus clientes potenciales? ¿Es la mejor forma de hacerlo?</em></strong></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><strong><em><span style="color: #444444;"><br /></span></em></strong></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><strong><em><span style="color: #444444;"><br /></span></em></strong></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><strong><em><span style="color: #444444;"><br /></span></em></strong></span></span></div>
Stéphane Morelhttp://www.blogger.com/profile/07126442050981974493noreply@blogger.com0tag:blogger.com,1999:blog-6691063632319276522.post-90685849622369030332018-06-12T22:20:00.000-07:002018-11-29T13:38:14.255-08:00Vender en B2B: ¿El vendedor conoce al potencial comprador?<br />
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="font-size: x-small;"><br /></span></span></div>
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh-h7c2jBtWqeTw4e-Xl__Z26r6ndhc5uJ_aAKrvLvmCTNaBzC7K7Y-7eFDpAQd6bUXcLb0uuGYTYjXBfyUeurpK2R-LWz92yn8ZIxFCCgoRLgs0yg_Acn6fJbCSk4zITEhPdZn2wEAaX0/s1600/conocer.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="489" data-original-width="817" height="191" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh-h7c2jBtWqeTw4e-Xl__Z26r6ndhc5uJ_aAKrvLvmCTNaBzC7K7Y-7eFDpAQd6bUXcLb0uuGYTYjXBfyUeurpK2R-LWz92yn8ZIxFCCgoRLgs0yg_Acn6fJbCSk4zITEhPdZn2wEAaX0/s320/conocer.png" width="320" /></a></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><br /></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><br /></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Progresamos en nuestro viaje hacia un proceso de venta
más efectivo en el mundo B2B. Vimos que para conocer más a sus clientes es
necesario profundizar en <a href="http://provocaccioncompras.blogspot.com/2018/01/vender-en-b2b-12-preguntas-para-saber.html" target="_blank">4 ejes de trabajo</a>: </span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;">1.-</b> <b style="mso-bidi-font-weight: normal;">Conocer las expectativas
del “comprador” en cuanto a los equipos de Marketing y Ventas de los
proveedores. </b></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><b style="mso-bidi-font-weight: normal;">2.- Conocer, acercarse y entender al cliente. </b></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><b style="mso-bidi-font-weight: normal;">3.- Aprovechar el
proceso de compra del cliente para posicionarse favorablemente ante la
competencia. </b></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><b style="mso-bidi-font-weight: normal;">4.- Conocer mejor al departamento de Compras. </b></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Hoy empezamos
con el segundo eje relacionado con el conocimiento del cliente contestando a la
siguiente pregunta: ¿El vendedor conoce al potencial comprador? </span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: #666666;"><br /><span style="color: #444444;"></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Un vendedor debería
acercarse a un cliente potencial teniendo una buena comprensión del negocio de
este posible comprador. Aquí no hay nada nuevo. Es una labor conjunta entre
Marketing y Ventas. Ahora internet y las redes sociales lo ponen mucho más
fácil que hace 10 años. Un comercial preparado e informado marca la diferencia.
En la práctica, vemos que, a menudo, nos encontramos con vendedores que no han
tenido mucho tiempo para investigar y se presentan delante del cliente
potencial con poca información: una lástima para la imagen de este profesional
y de la empresa que representa. </span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><br /><span style="color: #444444;"></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Primero, Marketing debe elaborar un informe
sobre el sector o industria de los posibles clientes. Se trata al final de un
análisis PESTLE y/o de las 5 fuerzas de Porter. Se pueden conseguir fácilmente los
macro datos en internet y tener un análisis más fino por parte de empresas
especializadas. <span style="mso-spacerun: yes;"> </span>Es importante también
sumar toda la información que la red de Ventas captura en el terreno: esta
información que no aparece ni en las redes ni en los informes especializados es
de suma importancia. </span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><br /><span style="color: #444444;"></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Segundo, es clave recopilar mucha información sobre la
empresa que queremos visitar. Más allá de los datos básicos y tras el análisis
del mercado, lo importante es entender cómo el mercado impacta para bien o para
mal (oportunidades vs. riesgos) la empresa. Es fundamental intentar deducir las
principales metas estratégicas del cliente. </span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Para ser sostenible en el tiempo,
cualquier compañía tiene 3 opciones: </span></span></span></div>
<ul><span style="color: #444444;">
</span>
<li><div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #444444;">Mejorar la productividad y la eficiencia
(incluido el uso efectivo de los recursos financieros)<span style="mso-spacerun: yes;"> </span></span></span></span></span></div>
<span style="color: #444444;">
</span></li>
<span style="color: #444444;">
</span>
<li><div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="mso-spacerun: yes;"></span><span style="color: #444444;">Aumentar las ventas mediante: 1.- la
internacionalización o globalización; 2.- nuevas estrategias y tácticas de marketing
(e.g. customer experience, digital marketing, MIM, etc...)<span style="mso-spacerun: yes;"> </span></span></span></span></span></div>
<span style="color: #444444;">
</span></li>
<span style="color: #444444;">
</span>
<li><div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="mso-spacerun: yes;"></span><span style="color: #444444;">Ser más innovadora: nuevos productos o
servicios; mejor time and speed to market. Además, para muchas empresas, la
innovación significa una radical transformación de su core business pasando de
la entrega de bienes o productos a la provisión de servicios (a veces
completamente nuevos y distintos) <span style="mso-spacerun: yes;"> </span></span></span></span></span></div>
<span style="color: #444444;">
</span></li>
<span style="color: #444444;">
</span></ul>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="mso-spacerun: yes;"></span><span style="color: #444444;">¿Cuál
de estas 3 opciones es la más importante para la empresa y cómo encaja con el
producto o servicio que se quiere vender? </span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><br /><span style="color: #444444;"></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Estas 2 primeras etapas permiten
saber en qué medida, como proveedor experto, podemos contribuir a las metas estratégicas
de nuestros clientes. Permite medir la capacidad de encaje de nuestra oferta
con los principales objetivos del cliente. También nos ayuda a posicionarnos
frente a nuestros competidores. </span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><br /><span style="color: #444444;"></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Tercero y seguramente lo más complicado, se
trata de buscar información sobre los departamentos dentro de la empresa
relacionados con el producto o servicio a ofrecer y sobre las personas que
intervendrán en el proceso de compra y en la toma de decisión. Al tener cada
vez más dificultades en conseguir información por parte de las recepcionistas,
de nuevo las redes sociales pueden llegar a ser muy útiles. La otra opción
consiste en hacer un buen uso de las referencias: se debe actuar con calma,
respeto y prudencia en este campo. </span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><br /><span style="color: #444444;"></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #444444;">Cómo era de prever, estos 3 pasos son
simplemente de sentido común. “Solo hay que...”. Sin embargo, poner en marcha
todo este proceso de búsqueda de información resulta complicado cuando los
departamentos de ventas van ya muy justos de recursos para alcanzar unos
ambiciosos objetivos de ventas.<span style="mso-spacerun: yes;"> </span><span style="mso-spacerun: yes;"> </span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="mso-spacerun: yes;"></span><span style="color: #444444;">Por lo tanto, ¿no habría que priorizar la
calidad o el pay-back de los contactos realizados en vez de medir la cantidad
diaria o semanal de visitas? </span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><br /><span style="color: #444444;"></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><strong>¿Puedes compartir el proceso o herramientas que
usas para conocer más a fondo a tus clientes potenciales?</strong></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><strong><span style="color: #666666;"><br /></span></strong></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt; text-align: justify;">
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><strong><span style="color: #666666;"><br /></span></strong></span></span></div>
Stéphane Morelhttp://www.blogger.com/profile/07126442050981974493noreply@blogger.com0tag:blogger.com,1999:blog-6691063632319276522.post-77566834826700876182018-05-03T10:14:00.000-07:002020-05-15T08:56:32.295-07:00Vender en B2B: ¿El perfil del vendedor corresponde a las necesidades del cliente y/o a la propuesta de valor de la empresa?<br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: small;">Seguimos con nuestra serie de
posts sobre un proceso de venta más efectivo en el mundo B2B.</span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: small;"><span style="font-family: "verdana" , sans-serif; font-size: x-small;"><span style="font-size: small;">Vimos que</span> <span style="font-size: small;">conocer
más a sus clientes es clave y se puede hacer mediante <a href="http://provocaccioncompras.blogspot.com/2018/01/vender-en-b2b-12-preguntas-para-saber.html" target="_blank">4 posibles ejes de trabajo</a>:</span></span>
</span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: xx-small;"><span style="font-family: "verdana" , sans-serif;"><span style="font-size: xx-small;"><span style="font-size: small;"><b style="mso-bidi-font-weight: normal;">1.-</b> </span></span><b style="mso-bidi-font-weight: normal;"><span style="font-size: x-small;"><span style="font-size: xx-small;"><span style="font-size: small;">Conocer las</span> <span style="font-size: small;">expectativas del "comprador" en cuanto a los equipos de Marketing y Ventas de los proveedores.</span></span></span>
<span style="font-size: xx-small;"> </span></b></span></span></span></span></span></span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><b style="mso-bidi-font-weight: normal;"><span style="font-size: small;">2.- Conocer, acercarse y entender al cliente.</span> </b></span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;"><b style="mso-bidi-font-weight: normal;"><span style="font-size: small;">3.- Aprovechar el proceso de
compra</span> <span style="font-size: small;">del cliente para posicionarse favorablemente ante la competencia. </span></b></span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: medium;"><span style="font-family: "verdana" , sans-serif; font-size: small;">4.-
Conocer mejor al departamento de Compras.</span> </span></span></span></b></span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><br /><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: medium;"></span></span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: medium;"><span style="font-family: "verdana" , sans-serif; font-size: small;">Hoy concluimos el primer eje
relacionado con las expectativas del “comprador” contestando a la siguiente
pregunta: </span><i style="mso-bidi-font-style: normal;"><span style="font-family: "verdana" , sans-serif; font-size: small;">¿El perfil del vendedor
corresponde a las necesidades del cliente y/o a la propuesta de valor de la
empresa?</span> </i></span></span></span></span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><br /><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: medium;"></span></span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: small;"><span style="font-size: small;"><span style="color: purple;"><u><span style="font-size: x-small;"><span style="font-size: small;">1.-</span> <span style="font-size: small;">Los</span></span> distintos tipos de vendedores</u></span>
</span></span></span></span></b></span></span></span></span></span><br />
<span style="color: #444444; font-family: "verdana";"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: small;"><br /></span></span></span></span></span></span></span></span></span>
<span style="color: #444444; font-family: "verdana";"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: small;">Existe una amplia literatura sobre los diferentes tipos de ventas y por lo
tanto de comerciales. Haré una foto sencilla desde el punto de vista del
comprador. Sin duda, será una visión básica e incompleta para los expertos en
venta. Los compradores suelen pensar en 4 perfiles de vendedores: </span></span></span></span></span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span style="color: #444444; font-family: "verdana" , sans-serif; font-size: small;"></span><br /></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: small;">Comercial de back office: <span style="mso-spacerun: yes;"> </span></span></span></span></b></span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: small;">Sus principales tareas suelen consistir
en: </span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: small;">- Realizar llamadas de prospección y fijar una primera reunión entre el
cliente y el comercial de la empresa.</span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: small;">- Recibir y hacer un seguimiento interno de
los pedidos. </span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: small;">- Gestionar los posibles litigios relacionados con las entregas, la
calidad, la facturación.</span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: small;">A veces lo llaman injustamente el “despachador”.</span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: small;">Es un perfil
típico en las (grandes) empresas que venden productos altamente estándares, de
catálogo o cuando en una empresa el departamento comercial ha sido reorganizado
en base a la especialización de los perfiles.</span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><br /><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: small;"></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: small;"><b style="mso-bidi-font-weight: normal;">Técnico de ventas, gestor de cuentas o vendedor tradicional:</b></span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: small;">Cuando
la venta sigue centrada en el producto/servicio y aun no tanto en el cliente,
los técnicos de ventas se esfuerzan en vender un producto/servicio bastante
estándar, cumpliendo a la vez con varias especificaciones (generalmente aceptables)
por parte del cliente. Ya que el gasto en este producto/servicio suele ser significante
para el cliente, este suele lanzar un proceso de licitación, negociación y a menudo
se incluye la firma de un contrato. El cliente espera del vendedor su pleno compromiso
y apoyo para lograr un excelente nivel de servicio o post-venta. </span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><br /><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: small;"></span></b></span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: small;"><b style="mso-bidi-font-weight: normal;">Ingeniero de ventas, responsable de ventas,
asesor comercial:</b></span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: small;">Este perfil trabaja en un tipo de ventas más técnicas,
sensibles, especificas tanto de productos como de servicios donde se requiere
un enfoque cliente mucho mayor, una definición más precisa de las necesidades,
así como de las especificaciones; las ofertas son personalizadas o hechas a medida;
implica muy a menudo una compleja gestión de proyecto. Existe unos niveles de compromiso,
responsabilidad, servicio y post-venta muy altos.</span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><br /><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: small;"></span></b></span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: small;"><b style="mso-bidi-font-weight: normal;">Key Account Manager o gestor de grandes cuentas, Business developer:</b></span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: small; mso-no-proof: yes;">Independientemente del producto o servicio, este
comercial se encarga gestionar unos clientes estrategicos debidamente
seleccionados por su tamaño y potencial muy alto de facturación. Crea e
implementa un plan estrategico de ventas. Para eso, analiza toda la información
relativa al cliente, al sector y a la competencia; gestiona las relaciones con los
principales stakeholders del cliente; establece acuerdos marco con el cliente,
pacta propuestas de valor, acuerda iniciativas conjuntas con el cliente; pilota
un equipo multidisciplinar dentro de la propia empresa y coordina un equipo de
vendedores (generalmente tecnicos o ingenieros de ventas) en diferentes paises
para asegurar que los objetivos fijados en el plan estrategico y en el acuerdo
marco se cumplan.</span></span></span></span></span></span><br />
<span style="color: #444444; font-family: "verdana";"><br /></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: medium; mso-no-proof: yes;"><span style="font-size: small;">Es evidente que para estos 4 perfiles las responsabilidades y
las competencias requeridas son muy diferentes. Definir el tipo de vendedor que
se requiere y contratar a las buenas personas en el departamento de ventas son 2
pasos basicos y fundamentales para unas ventas exitosas.</span> </span><b style="mso-bidi-font-weight: normal;"></b></span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><br /><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: small;"></span></b></span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: purple; font-family: "verdana" , sans-serif; font-size: small;"><b style="mso-bidi-font-weight: normal;"><u>2.- Necesidades del Cliente o propuesta de
valor</u></b></span></span></span></span></span><br />
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: purple; font-family: "verdana" , sans-serif; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: purple; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="font-size: xx-small;"><span style="font-family: "arial";"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: xx-small;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: small;"><span lang="ES" style="mso-ansi-language: ES; mso-fareast-font-family: "Times New Roman";"><br /></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span>
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: purple; font-family: "verdana" , sans-serif; font-size: small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: purple; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="font-size: xx-small;"><span style="font-family: "arial";"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: xx-small;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: small;"><span lang="ES" style="mso-ansi-language: ES; mso-fareast-font-family: "Times New Roman";">Todas las necesidades de un cliente y por lo tanto la
propuesta de valor por parte de un vendedor se pueden organizar mediante </span><span lang="ES-TRAD" style="mso-ansi-language: ES-TRAD; mso-fareast-font-family: "Times New Roman";">una herramienta relativamente sencilla: el</span><span lang="ES" style="mso-ansi-language: ES; mso-fareast-font-family: "Times New Roman";"> RAQCSI </span><span lang="ES" style="mso-ansi-language: ES;">(Reglamentario, Aseguramiento del
suministro, Q/Calidad, Coste, Servicio, Innovación).</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
<div style="background: white; line-height: normal; margin: 0cm 0cm 0pt;">
<span style="font-size: xx-small;"><span style="font-family: "arial";"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"></span><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: small;"><i style="mso-bidi-font-style: normal;"><span lang="ES" style="mso-ansi-language: ES; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 12.0pt;">Reglamentario</span></i><span lang="ES" style="mso-ansi-language: ES; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 12.0pt;">: ¿Cuáles son los principales aspectos, tendencias,
retos, prioridades, impactos a nivel de reglamentación, normativa, a nivel
legal y jurídico o relacionados con la Responsabilidad Social y Corporativa
(RSC)? <i style="mso-bidi-font-style: normal;"></i></span></span></span></span></span></span></span></span></span></div>
<div style="background: white; line-height: normal; margin: 0cm 0cm 0pt;">
<span style="font-size: xx-small;"><span style="font-family: "arial";"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 12.0pt;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: small;"><i style="mso-bidi-font-style: normal;">Aseguramiento del suministro</i>:
¿Cuáles son los principales aspectos, tendencias, retos, prioridades, impactos
a nivel de entrega de los productos o realización del servicio a los clientes?
¿Cuáles son los aspectos a tener en cuenta respecto a la gestión de los
inventarios, stocks, obsoletos? ¿Cuáles son los retos, los posibles riesgos a
nivel de la cadena de suministro? </span></span></span></span></span></span></span></span></span></div>
<div style="background: white; line-height: normal; margin: 0cm 0cm 0pt;">
<span style="font-size: xx-small;"><span style="font-family: "arial";"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: xx-small;"><span lang="ES" style="color: #444444; font-family: "verdana" , sans-serif; font-size: small; mso-ansi-language: ES; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 12.0pt;">Q/<i style="mso-bidi-font-style: normal;">Calidad</i>:
¿Cuáles son los principales aspectos, tendencias, retos, prioridades, impactos
a nivel de la Calidad de los propios productos, servicios o de los de nuestros
proveedores? ¿Cuál es el grado de estabilidad y eficiencia de nuestros propios
procesos o de los de nuestros clientes o de nuestros proveedores? ¿Cuáles son
las tendencias e impactos en cuanto a las especificaciones? </span></span></span></span></span></span></div>
<div style="background: white; line-height: normal; margin: 0cm 0cm 0pt;">
<span style="font-size: xx-small;"><span style="font-family: "arial";"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 12.0pt;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: small;"><i style="mso-bidi-font-style: normal;">Coste</i>: ¿Cuáles son los principales
aspectos, tendencias, retos, prioridades, impactos a nivel de coste total de
adquisición, coste total de propiedad, productividades, eficiencias o en cuanto
a los demás aspectos financieros para la empresa? </span></span></span></span></span></span></span></span></span></div>
<div style="background: white; line-height: normal; margin: 0cm 0cm 0pt;">
<span style="font-size: xx-small;"><span style="font-family: "arial";"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 12.0pt;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: medium;"><span style="font-size: small;"><i style="mso-bidi-font-style: normal;">Servicio</i>: ¿Qué piden los Clientes en cuanto a nivel de servicio y
cómo la empresa contesta? ¿Qué servicios adicionales la compañía está</span>
<span style="font-size: small;">ofreciendo o debería proveer en el futuro? </span></span></span></span></span></span></span></span></span></span></div>
<div style="background: white; line-height: normal; margin: 0cm 0cm 0pt;">
<span style="font-size: xx-small;"><span style="font-family: "arial";"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 12.0pt;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: large;"><span style="font-size: x-small;"><span style="font-size: small;"><i style="mso-bidi-font-style: normal;">Innovación</i>:
¿En qué niveles de innovación está la empresa? ¿En qué se basa la innovación?
¿Cuáles son las tendencias, los nuevos productos o servicios?Lo bueno del RAQCSI
es que emplea un idioma sencillo que entienden todas las partes implicadas.</span></span> </span></span></span></span></span></span></span></span></span></div>
<div style="background: white; line-height: normal; margin: 0cm 0cm 0pt;">
<span style="font-size: xx-small;"><span style="font-family: "arial";"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 12.0pt;"><br /><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: large;"></span></span></span></span></span></span></span></div>
<div style="background: white; line-height: normal; margin: 0cm 0cm 0pt;">
<span style="font-size: xx-small;"><span style="font-family: "arial";"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 12.0pt;"></span><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: purple; font-family: "verdana" , sans-serif; font-size: small;"><u>3.- Alineamiento</u></span></span></b></span></span></span></span></span></div>
<div style="background: white; line-height: normal; margin: 0cm 0cm 0pt;">
<span style="font-size: xx-small;"><span style="font-family: "arial";"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: xx-small;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;"><br /><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: medium;"></span></span></b></span></span></span></span></span></div>
<div style="background: white; line-height: normal; margin: 0cm 0cm 0pt;">
<span style="font-size: xx-small;"><span style="font-family: "arial";"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: xx-small;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;"></span></b><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: large;"><span style="font-size: small;">¿En
qué medida los perfiles de los comerciales están alineados con las necesidades
del cliente o la propuesta de valor de la empresa?</span><span style="font-size: xx-small;">
</span></span></span></span></span></span></span></span></span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif; font-size: large;"></span><br />
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<span style="color: #444444; font-family: "verdana" , sans-serif; font-size: large;"></span><br /></div>
<div style="background: white; line-height: normal; margin: 0cm 0cm 0pt;">
<span style="font-size: xx-small;"><span style="font-family: "arial";"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-size: xx-small;"><span style="font-size: x-small;"><span style="font-size: small;"><span style="font-size: x-small;"><span style="color: #444444; font-family: "verdana" , sans-serif;">
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</span></span></span></span><table border="1" cellpadding="0" cellspacing="0" style="border-collapse: collapse; border-image: none; border: currentColor; mso-border-alt: solid windowtext .5pt; mso-padding-alt: 0cm 5.4pt 0cm 5.4pt; mso-yfti-tbllook: 1184;"><tbody>
<tr style="mso-yfti-firstrow: yes; mso-yfti-irow: 0;"><td style="background-color: transparent; border-image: none; border: 1pt solid currentColor; padding: 0cm 5.4pt; width: 77.5pt;" valign="top" width="103"><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;"></span></span><br /></div>
<span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;"></span><br /></td><td style="background-color: transparent; border-color: windowtext windowtext windowtext rgb(0, 0, 0); border-image: none; border-style: solid solid solid none; border-width: 1pt 1pt 1pt 0px; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; padding: 0cm 5.4pt; width: 184.5pt;" valign="top" width="173"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;"></span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="line-height: 107%;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">Tipo de producto o servicio</span></span></span></span></div>
</td><td style="background-color: transparent; border-color: windowtext windowtext windowtext rgb(0, 0, 0); border-image: none; border-style: solid solid solid none; border-width: 1pt 1pt 1pt 0px; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; padding: 0cm 5.4pt; width: 205.5pt;" valign="top" width="195"><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">Necesidades del cliente o propuesta de valor</span></span></span></div>
</td></tr>
<tr style="mso-yfti-irow: 1;"><td style="background-color: transparent; border-color: rgb(0, 0, 0) windowtext windowtext; border-image: none; border-style: none solid solid; border-width: 0px 1pt 1pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0cm 5.4pt; width: 77.5pt;" valign="top" width="103"><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif; font-size: x-small;"><strong>Comercial de back office</strong></span></span></span></span></span></span></span></div>
</td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 184.5pt;" valign="top" width="173"><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">Estándar, catalogo, commodity</span></span></div>
</td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 205.5pt;" valign="top" width="195"><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">- Enfoque: tareas del día a día</span></span></span></span></span></span></span></span><br />
<span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">
</span></span></span></span>
<div style="margin: 0cm 0cm 8pt; tab-stops: 306.0pt;">
<span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: x-small;">-<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"> El vendedor pasa ‘ofertas’ </span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">
</span></div>
</div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<div style="margin: 0cm 0cm 8pt; tab-stops: 306.0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: x-small;">- <span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">R.<strong>A.</strong>Q.<strong>C.</strong>S.I</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
<div style="margin: 0cm 0cm 8pt; tab-stops: 306.0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">A: asegurar la entrega a tiempo y con la cantidad requerida</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span> </div>
<div style="margin: 0cm 0cm 8pt; tab-stops: 306.0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">C: negociar el mejor precio</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
<div style="margin: 0cm 0cm 8pt; tab-stops: 306.0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: x-small;">(La Q/calidad es un aspectto <span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">obvio)</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
</div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">
</span></span></div>
</td></tr>
<tr style="mso-yfti-irow: 2;"><td style="background-color: transparent; border-color: rgb(0, 0, 0) windowtext windowtext; border-image: none; border-style: none solid solid; border-width: 0px 1pt 1pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0cm 5.4pt; width: 77.5pt;" valign="top" width="103"><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><strong><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">Técnico de ventas,
gestor de cuentas o vendedor tradicional</span></strong></span></span></div>
</td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 184.5pt;" valign="top" width="173"><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">Estándar de impacto moderado/alto para el cliente, que pide
especificaciones ‘sensatas’</span></span></div>
</td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 205.5pt;" valign="top" width="195"><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">
<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">- Enfoque: niveles de servicio</span></span></span></span></span><br />
<span lang="ES" style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small; mso-ansi-language: ES;">
</span>
<div style="margin: 0cm 0cm 8pt; tab-stops: 306.0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: x-small;">-<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"> El vendedor trabaja sus ‘ofertas’ </span></span></span></span></span></span></span></span></span></span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">
</span>
<div style="margin: 0cm 0cm 8pt; tab-stops: 306.0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: x-small;">- <span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><b style="mso-bidi-font-weight: normal;">R.A.Q.C.S</b>.I</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">
</span>
<div style="margin: 0cm 0cm 8pt; tab-stops: 306.0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">R: formalizar un acuerdo de nivel de servicio (ANS o SLA)</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">
</span>
<div style="margin: 0cm 0cm 8pt; tab-stops: 306.0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: x-small;">A: optimizar las condiciones de suministro, niveles de stocks y obsoletos<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">
</span>
<div style="margin: 0cm 0cm 8pt; tab-stops: 306.0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">Q: asegurar altos niveles de calidad</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">
</span>
<div style="margin: 0cm 0cm 8pt; tab-stops: 306.0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">C: optimizar el coste total de adquisición</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">
</span>
<div style="margin: 0cm 0cm 8pt; tab-stops: 306.0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">S: informes detallados de actividad para la mejora continua, gestión de la
demanda y la definición de productividades</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: x-small;">
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></span></span></span></div>
</td></tr>
<tr style="mso-yfti-irow: 3;"><td style="background-color: transparent; border-color: rgb(0, 0, 0) windowtext windowtext; border-image: none; border-style: none solid solid; border-width: 0px 1pt 1pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0cm 5.4pt; width: 77.5pt;" valign="top" width="103"><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><strong><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">Ingeniero de ventas,
responsable de ventas, asesor comercial</span></strong></span></span></div>
</td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 184.5pt;" valign="top" width="173"><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: x-small;">
<span lang="ES" style="mso-ansi-language: ES;">Altamente técnico, específico y/o ad hoc. </span>
<span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;">Más orientado a
proyectos y/o series pequeñas</span></span></span></span></span></span></div>
</td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 205.5pt;" valign="top" width="195"><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">
<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">- Enfoque: proyectos u objetivos específicos</span></span></span></span></span><br />
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: x-small;">
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></span></span></span></span><br />
<div style="margin: 0cm 0cm 8pt; tab-stops: 306.0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">- El vendedor redacta ‘propuestas’</span></span></span></div>
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: x-small;">
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></span></span></span></span><br />
<div style="margin: 0cm 0cm 8pt; tab-stops: 306.0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: x-small;">- <b style="mso-bidi-font-weight: normal;">R.A.Q.C.S.I</b></span></span></span></span></span></span></span></div>
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-size: x-small;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></span></span></span></span><br />
<div style="margin: 0cm 0cm 8pt; tab-stops: 306.0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">R: expertise en cuanto a las regulaciones y/o normativas; firmar un acuerdo
comercial y legal más elaborado; cumplir con los aspectos básicos de RSC
(Responsabilidad Social y Corporativa)</span></span></span></div>
<span lang="ES" style="mso-ansi-language: ES;">
<span style="font-size: x-small;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></span></span></span></span><br />
<div style="margin: 0cm 0cm 8pt; tab-stops: 306.0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">A: optimizar las condiciones de suministro, niveles de stocks y obsoletos,
gestión de riesgos</span></span></span></div>
<span lang="ES" style="mso-ansi-language: ES;">
<span style="font-size: x-small;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></span></span></span></span><br />
<div style="margin: 0cm 0cm 8pt; tab-stops: 306.0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">Q: asegurar altos niveles de calidad y planes de mejora</span></span></span></div>
<span lang="ES" style="mso-ansi-language: ES;">
<span style="font-size: x-small;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></span></span></span></span><br />
<div style="margin: 0cm 0cm 8pt; tab-stops: 306.0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">C: optimizar el coste total de propiedad; gestión de productividades;
precio fijo+variable, malus / bonus; otros mecanismos financieros</span></span></span></div>
<span lang="ES" style="mso-ansi-language: ES;">
<span style="font-size: x-small;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></span></span></span></span><br />
<div style="margin: 0cm 0cm 8pt; tab-stops: 306.0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">S: informes detallados de actividad para la mejora continua, gestión de la
demanda y la definición de productividades</span></span></span></div>
<span lang="ES" style="mso-ansi-language: ES;">
<span style="font-size: x-small;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></span></span></span></span><br />
<div style="margin: 0cm 0cm 8pt; tab-stops: 306.0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">I: acciones de mejora continua y/o integración de innovaciones “ya en las
estanterías” del proveedor.</span></span></span></div>
<span lang="ES" style="mso-ansi-language: ES;">
<span style="font-size: x-small;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></span></span></span></span><span style="color: #444444; font-family: "verdana" , sans-serif;"></span><span style="font-size: x-small;"></span></div>
</td></tr>
<tr style="mso-yfti-irow: 4;"><td style="background-color: transparent; border-color: rgb(0, 0, 0) windowtext windowtext; border-image: none; border-style: none solid solid; border-width: 0px 1pt 1pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0cm 5.4pt; width: 77.5pt;" valign="top" width="103"><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><strong><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">Key Account Manager o
gestor de grandes cuentas, Business developer</span></strong></span></span></div>
</td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 184.5pt;" valign="top" width="173"><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;">De cualquier tipo pero comercializados a grandes organizaciones con un
foot-print amplio y complejo (a menudo son multinacionales)</span></span></span></div>
</td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 205.5pt;" valign="top" width="195"><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: small;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: medium;">-<span style="font-size: small;"> Enfoque: solucionar retos o problemas del cliente</span></span></span></span></span></span></span></span><br />
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: small;">
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></span></span></span></span></span><br />
<div style="margin: 0cm 0cm 8pt; tab-stops: 306.0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: small;">- El vendedor diseña ‘soluciones’</span></span></span></span></div>
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: small;">
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></span></span></span></span></span><br />
<div style="margin: 0cm 0cm 8pt; tab-stops: 306.0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: small;">- <b style="mso-bidi-font-weight: normal;">R.A.Q.C.S.I</b></span></span></span></span></span></span></span></span></div>
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="font-size: small;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></span></span></span></span></span><br />
<div style="margin: 0cm 0cm 8pt; tab-stops: 306.0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: small;">Todo lo anterior y además: </span></span></span></span></div>
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">
<span style="font-size: small;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></span></span></span></span></span><br />
<div style="margin: 0cm 0cm 8pt; tab-stops: 306.0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: small;">R: co-liderar iniciativas de gran impacto en RSC</span></span></span></span></div>
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">
<span style="font-size: small;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></span></span></span></span></span><br />
<div style="margin: 0cm 0cm 8pt; tab-stops: 306.0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: small;">A: fomentar un alto nivel de integración en las actividades de
planificación, entrega y gestión de inventarios. Seguir un plan de mitigación
de los principales riesgos</span></span></span></span></div>
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">
<span style="font-size: small;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></span></span></span></span></span><br />
<div style="margin: 0cm 0cm 8pt; tab-stops: 306.0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: small;">Q: trabajo conjunto en cuanto a Calidad Total.</span></span></span></span></div>
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">
<span style="font-size: small;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></span></span></span></span></span><br />
<div style="margin: 0cm 0cm 8pt; tab-stops: 306.0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: small;">C: acordar modelos avanzados de fijación de precios, incentivos, pago al
uso o remuneración en base a outcomes; otros <span style="font-family: "verdana" , sans-serif;">mecanismos financieros.</span></span></span></span></span></div>
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">
<span style="font-family: "verdana" , sans-serif;">
<span style="font-family: "verdana" , sans-serif;">
<span style="font-size: small;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></span></span></span></span></span></span></span><br />
<div style="margin: 0cm 0cm 8pt; tab-stops: 306.0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: black; font-family: "arial"; font-size: xx-small;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: large;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: small;">I: co-diseñar y/o apostar por iniciativas conjuntas de innovación con
carácter disruptivo o transformacional</span> </span></span></span></span></span></span></span></div>
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">
<span style="font-size: xx-small;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">
<span style="font-family: "times new roman";">
</span></span></span></span></span></span><span style="color: #444444; font-family: "verdana" , sans-serif;"></span><span style="font-size: xx-small;"></span></div>
</td></tr>
</tbody></table>
<span style="font-size: small;">
<span style="font-size: x-small;">
<span style="font-size: xx-small;">
<span style="font-size: xx-small;">
<span style="font-size: xx-small;">
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<span style="color: black; font-family: "times new roman";">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES; mso-no-proof: yes;">En unos pocos minutos, un cliente se dará cuenta si está hablando con un
perfil de ventas adecuado o a lo mejor desgraciadamente no apropiado.</span></span></span></span><br />
</span></span></span></span></span></span></span><br />
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<span style="font-size: xx-small;"><span style="font-family: "arial";"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES; mso-no-proof: yes;"><span style="font-size: small;">Ser
coherente permite tener la oportunidad de posicionar bien la empresa / producto</span>
<span style="font-size: small;">/<span style="mso-spacerun: yes;"> </span>servicio y cerrar la venta. </span></span><span lang="ES" style="mso-ansi-language: ES;"><span style="font-size: small;">Cualquier inconsistencia significa aplicar
un proceso de venta poco eficiente con una</span> <span style="font-size: small;">probabilidad alta de perder de forma
muy rápida el interés del cliente.</span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<span style="font-size: xx-small;"><span style="font-family: "arial";"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><br /></span></span></span></span></span></span></span></span></span></span></span></span>
<span style="font-size: xx-small;"><span style="font-family: "arial";"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: x-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-size: xx-small;"><span style="font-family: "arial";"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: xx-small;"><span lang="ES" style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small; mso-ansi-language: ES;"><span style="font-size: xx-small;"><span style="font-family: "arial";"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-size: xx-small;"><span style="font-family: "arial";"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: x-small;"><span style="font-size: xx-small;"><span style="font-family: "arial";"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: x-small;"><span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;">Con este tercer paso hecho, podemos decir que
el departamento de ventas está dispuesto a contestar a </span><b style="mso-bidi-font-weight: normal;"><span style="font-size: small;">las</span> <span style="font-size: small;">expectativas del “comprador” (en cuanto a los equipos de Marketing y
Ventas de los proveedores)</span></b></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<span style="color: #444444; font-family: "verdana";"><a href="http://provocaccioncompras.blogspot.ch/2018/02/" target="_blank">1.- Los objetivos de los equipos de ventas están más alineados con las expectativas de los clientes</a></span><br />
<span style="color: #444444; font-family: "verdana";"><a href="http://provocaccioncompras.blogspot.ch/2018/04/" target="_blank">2.- Los vendedores comparten eficazmente sus valiosos conocimientos con los clientes</a></span><br />
<span style="color: #444444; font-family: "verdana";">3.- Y hoy hemos visto que el perfil del vendedor corresponde a las necesidades del cliente y/o la propuesta de valor de la empresa</span><br />
<strong><span style="color: #444444; font-family: "verdana";"><br /></span></strong>
<strong><span style="color: #444444; font-family: "verdana";">¿En qué medida tu departamento comercial está preparando para contestar a las expectactivas del "comprador"?</span></strong><br />
<strong><span style="color: #444444; font-family: "verdana";"><br /></span></strong>
<strong><span style="color: #444444; font-family: "verdana";"><br /></span></strong></div>
<span style="font-size: xx-small;"><span style="font-family: "arial";"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-size: xx-small;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="font-size: xx-small;"><span style="font-family: "arial";"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="color: #444444; font-family: "verdana" , sans-serif; font-size: xx-small; mso-ansi-language: ES;"><span style="font-size: xx-small;"><span style="font-family: "arial";"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "arial";"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><br /></b></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span>
<span style="font-size: xx-small;"><span style="font-family: "arial";"><span style="color: #444444;"><span style="font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "arial";"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><span style="font-size: xx-small;"></span></b></span></span></span></span></span></span></span></span></span></span></span><br />
<span style="font-size: xx-small;"><span style="font-family: "arial";"><span style="color: #444444;"><span style="font-size: xx-small;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "arial";"><span style="color: black;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><span style="font-size: xx-small;"></span></b></span></span></span></span></span></span></span></span></span></span></span><br />
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Stéphane Morelhttp://www.blogger.com/profile/07126442050981974493noreply@blogger.com0tag:blogger.com,1999:blog-6691063632319276522.post-84075659906839544192018-04-13T15:33:00.001-07:002018-08-19T08:39:04.823-07:00Vender en B2B: ¿Cómo los vendedores comparten sus valiosos conocimientos con los clientes?<div style="line-height: normal; margin: 0cm 0cm 0pt;">
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<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgH8CxM8EZc7DyVluGv-nQr9IPNBNmQO3Npz7BuJRdFsINv1fS7GqN8D6UyUbsknHqPFzRAxoI8YI9Eml-McC14g8BbPiasLjKOB-WV34HVs7IwczFOHWdh2mkabR0BzdNybHsL0C9UoWw/s1600/B2b+eee.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="580" data-original-width="615" height="301" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgH8CxM8EZc7DyVluGv-nQr9IPNBNmQO3Npz7BuJRdFsINv1fS7GqN8D6UyUbsknHqPFzRAxoI8YI9Eml-McC14g8BbPiasLjKOB-WV34HVs7IwczFOHWdh2mkabR0BzdNybHsL0C9UoWw/s320/B2b+eee.jpg" width="320" /></a></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "arial";"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;">Para <span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">vender de forma más efectiva
en B2B, vimos que los departamentos comerciales deben conocer más a sus
clientes mediante <a href="http://provocaccioncompras.blogspot.com/2018/01/vender-en-b2b-12-preguntas-para-saber.html" target="_blank">4 posibles ejes de trabajo</a>: </span></span></span></span></span></span></span></span><br />
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<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "arial";"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><strong>1.-</strong> <strong>Conocer las expectativas
del “comprador” en cuanto a los equipos de Marketing y Ventas de los
proveedores. </strong></span></span></span></span></span></span></span></span><br />
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "arial";"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><strong>2.- Conocer, acercarse y entender al cliente. </strong></span></span></span></span></span></span></span></span><br />
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "arial";"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><strong>3.- Aprovechar el proceso de
compra del cliente para posicionarse favorablemente ante la competencia. </strong></span></span></span></span></span></span></span></span><br />
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "arial";"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><strong>4.- Conocer
mejor al departamento de Compras.</strong></span></span></span></span></span></span></span></span><br />
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "arial";"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><strong></strong></span></span></span></span></span><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "arial";"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><br />
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Respecto al primer eje
relacionado con las expectativas del “comprador”, hoy comentaremos un segundo punto
de vista: siendo expertos en su sector, ¿cómo los vendedores pueden compartir sus
valiosos conocimientos con los clientes?</span></span></span></span></span></span></span></span></span></span></span><br />
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "arial";"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "arial";"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><br /></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span>
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "arial";"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "arial";"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Es obvio que los clientes necesitan y esperan que los comerciales compartan
sus conocimientos sin demasiados sesgos y sin caer en la trampa de actividades
publicitarias elementales. Los comerciales no deben temer la amplia
difusión de información de calidad: solo les puede posicionar favorablemente frente
a posibles competidores.</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></div>
<span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"></span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span><span style="font-family: "verdana" , sans-serif;"> </span></span><br />
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<tr style="mso-yfti-firstrow: yes; mso-yfti-irow: 0;"><td style="background-color: transparent; border-image: none; border: 1pt solid currentColor; padding: 0cm 5.4pt; width: 77.5pt;" valign="top" width="103"><span style="color: #444444; font-family: "verdana" , sans-serif;"></span><br />
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<span style="color: #444444; font-family: "verdana" , sans-serif;"></span><br /></td><td style="background-color: transparent; border-color: windowtext windowtext windowtext rgb(0, 0, 0); border-image: none; border-style: solid solid solid none; border-width: 1pt 1pt 1pt 0px; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; padding: 0cm 5.4pt; width: 184.5pt;" valign="top" width="173"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">Lo <span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;">que esperan los Clientes</span></span></span></span></span></td><td style="background-color: transparent; border-color: windowtext windowtext windowtext rgb(0, 0, 0); border-image: none; border-style: solid solid solid none; border-width: 1pt 1pt 1pt 0px; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; padding: 0cm 5.4pt; width: 205.5pt;" valign="top" width="195"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Prácticas a evitar por parte de los proveedores y vendedores</span></span></span></span></td></tr>
<tr style="mso-yfti-irow: 1;"><td style="background-color: transparent; border-color: rgb(0, 0, 0) windowtext windowtext; border-image: none; border-style: none solid solid; border-width: 0px 1pt 1pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0cm 5.4pt; width: 77.5pt;" valign="top" width="103"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><br /></span></span></span>
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;">Website de la empresa y redes sociales</span></span></span><br />
<span style="color: #444444; font-family: "verdana" , sans-serif;"></span><br /></td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 184.5pt;" valign="top" width="173"><span style="color: #444444; font-family: "verdana" , sans-serif;">Cada v</span><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">ez más, los "compradores" van a ser “nativos digitales”. Este perfil busca
información de los proveedores potenciales mirando sus webs, usando los principales
motores de búsqueda o las redes sociales. </span></span></span></span></span><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">
<span lang="ES" style="mso-ansi-language: ES;">Los sitios web tienen que ser atractivos con información detallada y fiable
sobre:</span></span></span></span></span></span><br />
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">- la empresa, su real aporte de valor, los logros recientes; </span></span></span></span></span></span><br />
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">- las capacidades reales de producción (incl. videos de las instalaciones,
laboratorios, líneas de producción, etc...), el nivel de servicio post-venta y
la capacidad de I+D; </span></span></span></span></span></span></span><br />
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">- el panel de clientes como de proveedores;<span style="mso-spacerun: yes;">
</span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="mso-spacerun: yes;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">- información técnica de los productos o servicios; </span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">
<span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;">- información general,
links a blogs de expertos, revistas digitales,etc...</span></span></span></span></span></span><br />
<br /></td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 205.5pt;" valign="top" width="195"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="color: #444444; font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;">Tener una web muy enfocada al marketing y a la promoción con un
contenido técnico básico y/o reducido</span></span></span></span><br />
<span style="color: #444444; font-family: "verdana" , sans-serif;"></span><br /></td></tr>
<tr style="mso-yfti-irow: 2;"><td style="background-color: transparent; border-color: rgb(0, 0, 0) windowtext windowtext; border-image: none; border-style: none solid solid; border-width: 0px 1pt 1pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0cm 5.4pt; width: 77.5pt;" valign="top" width="103"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><br /></span></span></span></span>
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Información general del sector / industria</span></span></span></span><br />
<span style="color: #444444; font-family: "verdana" , sans-serif;"></span><br /></td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 184.5pt;" valign="top" width="173"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="color: #444444; font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;">Los clientes buscan datos de interés que les permitan perfeccionar su
análisis PESTLE del sector incluyendo información sobre los principales actores
del mercado, oportunidades, riesgos y tendencias futuras (tanto del propio
sector como de las principales materias primas o del mercado de clientes).</span></span></span></span><br />
<span style="color: #444444; font-family: "verdana";"><br /></span></td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 205.5pt;" valign="top" width="195"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;">Proveer datos del mercado que sean genéricos y bastante conocidos. Evitar comunicar una información sesgada.</span></span></span></span></span></span><br />
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"></span></span></span><br />
<div style="margin: 0cm 0cm 8pt; tab-stops: 306.0pt;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"></span></span></span></span><br />
<div style="margin: 0cm 0cm 8pt; tab-stops: 306.0pt;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><br /></span></span></span></span></span></div>
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"></span></span></span></span><br /></div>
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;">
</span></span></span><span style="color: #444444; font-family: "verdana" , sans-serif;"></span></td></tr>
<tr style="mso-yfti-irow: 3;"><td style="background-color: transparent; border-color: rgb(0, 0, 0) windowtext windowtext; border-image: none; border-style: none solid solid; border-width: 0px 1pt 1pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0cm 5.4pt; width: 77.5pt;" valign="top" width="103"><span style="color: #444444; font-family: "verdana" , sans-serif;"></span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;">Benchmarks y best-practices</span></span></span></div>
<br /></td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 184.5pt;" valign="top" width="173"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="color: #444444; font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"></span></span></span></span><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="color: #444444; font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="color: #444444; font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"></span></span></span></span></span></span></span><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="color: #444444; font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="color: #444444; font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="color: #444444; font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="color: #444444; font-family: "verdana" , sans-serif; mso-ansi-language: ES;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;">Los clientes están muy interesados en benchmarks, ratios relevantes o ejemplos detallados de éxitos.</span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<br />
<br /></td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 205.5pt;" valign="top" width="195"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: #444444; font-family: "verdana";">Procurar no anunciar casos de éxito de clientes en formato demasiado obvio o simple de publirreportaje.</span></span></span></span></span></span></span><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"></span></span></span></span></span><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"></span></span></span></span></span><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><br /></span></span></span></span></span></span>
</span></span></span></span></span></span></span></span></span><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><br /></span></span></span></span></span></td></tr>
<tr style="mso-yfti-irow: 4;"><td style="background-color: transparent; border-color: rgb(0, 0, 0) windowtext windowtext; border-image: none; border-style: none solid solid; border-width: 0px 1pt 1pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0cm 5.4pt; width: 77.5pt;" valign="top" width="103"><span style="color: #444444; font-family: "verdana" , sans-serif;"></span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Informes de actividad, reporting</span></span></span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif;"></span><br /></td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 184.5pt;" valign="top" width="173"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana";">Durante un proceso de licitación, la capacidad de los proveedores para proveer informes de actividad detallados y fiables debería ser un criterio clave de selección.</span></span></span></span></span></span></span></span><br />
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="color: #444444; font-family: "verdana";"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Como experto y en su rol de asesor, el comercial debería presentar con regularidad y de forma transparente un reporting claro y útil enfocado a la mejora continua. </span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<div style="margin: 0cm 0cm 8pt; tab-stops: 306.0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Se espera que de forma pro-activa el vendedor analice los datos y proponga acciones correctivas y/o ideas de mejora.</span></span></span></span></span></span></span></div>
</td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 205.5pt;" valign="top" width="195"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">
En la fase <span lang="ES" style="mso-ansi-language: ES;">de licitación, procurar no ser reacio a comunicar unos modelos de informes
de actividad (por ejemplo, indicando al cliente que los reportings se realizan
de forma ad hoc para cada cliente).</span></span></span><br />
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Al arranque de la relación contractual, no aplazar demasiado la entrega de
los informes de actividad: tardar genera muchas dudas al cliente.</span></span></span></span></span></span><br />
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="font-family: "arial" , sans-serif; line-height: 107%;"><span style="font-family: "verdana" , sans-serif;">Como practica nefasta a
erradicar: ofrecer al cliente un acceso directo a la propia plataforma o
herramienta de reporting dejando la tarea de consolidación y análisis de los
datos en manos del cliente/comprador. Eso no es gestión pro-activa de la cuenta cliente.</span></span></span></span><span style="color: #444444; font-family: "verdana" , sans-serif;"></span></span></span></span></span></span></span><br />
<span style="color: #444444; font-family: "verdana" , sans-serif;"></span><br /></td></tr>
<tr style="mso-yfti-irow: 5;"><td style="background-color: transparent; border-color: rgb(0, 0, 0) windowtext windowtext; border-image: none; border-style: none solid solid; border-width: 0px 1pt 1pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0cm 5.4pt; width: 77.5pt;" valign="top" width="103"><span style="color: #444444; font-family: "verdana" , sans-serif;"></span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;">Nivel de servicio y KPIs</span></span></span></div>
<br /></td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 184.5pt;" valign="top" width="173"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;">El cliente espera propuestas de KPIs alineados con la realidad del negocio. <span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"> <span lang="ES" style="mso-ansi-language: ES;">El ‘comprador’ quiere recibir un plan de acciones correctivas en caso de no llegar a los objetivos.</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;">Los KPIs se revisan de forma regular para reflejar los beneficios logrados y planificados mediante la mejora continua.</span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<br /></td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 205.5pt;" valign="top" width="195"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><span style="color: #444444; font-family: "verdana";">Los comerciales deberían evitar proponer KPIs efecto “sandía”: todos los KPIs verdes “por fuera” mientras que “por dentro” está todo rojo ya que, en el terreno, existen numerosas deficiencias o quejas... los KPIs no reflejan la realidad del terreno ni la calidad real del servicio prestado.</span></span></span></span></span></span></span></span></span></span></td></tr>
<tr style="mso-yfti-irow: 6; mso-yfti-lastrow: yes;"><td style="background-color: transparent; border-color: rgb(0, 0, 0) windowtext windowtext; border-image: none; border-style: none solid solid; border-width: 0px 1pt 1pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0cm 5.4pt; width: 77.5pt;" valign="top" width="103"><span style="color: #444444; font-family: "verdana" , sans-serif;"></span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;">Productividades e Innovaciones</span></span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif;"></span><br /></td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 184.5pt;" valign="top" width="173"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;">Los <span lang="ES" style="line-height: 107%; mso-ansi-language: ES; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;">clientes piden propuestas de productividad, eficiencias, ideas de mejora
o innovaciones</span></span></span></span></span></span><br />
<span style="color: #444444; font-family: "verdana" , sans-serif;"></span><br /></td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 205.5pt;" valign="top" width="195"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "trebuchet ms" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="font-family: "arial" , sans-serif; line-height: 107%;"><span style="font-family: "verdana" , sans-serif;">No es conveniente contestar a una petición de productividades de un cliente con una lista de “fallos” o ineficiencias por parte este mismo cliente con el</span> <span style="font-family: "verdana" , sans-serif;">objetivo de entrar cuanto antes en una negociación del reparto (o retraso en la aplicación) de las posibles productividades.</span> </span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="font-family: "arial" , sans-serif; line-height: 107%;"><span style="color: #444444; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;">Es aconsejable sugerir ideas primero, o, investigar con el cliente las opciones. En el momento de la toma de decisión, se puede por supuesto negociar</span> de buena fe el reparto o aplicación de las mejoras usando el argumento de las ineficiencias actuales.</span></span></span></span></span></span></span></span></span></span></span></span><br />
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</span><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">¿En qué medida los
departamentos de marketing y ventas comparten de forma efectiva los valiosos
conocimientos de la empresa con sus clientes (potenciales)?</span></span></b></span></span></span><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "times new roman";">
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Stéphane Morelhttp://www.blogger.com/profile/07126442050981974493noreply@blogger.com0tag:blogger.com,1999:blog-6691063632319276522.post-3128928859061018582018-02-21T11:40:00.003-08:002018-08-19T08:38:40.435-07:00Vender en B2B: ¿Están los objetivos de Ventas alineados con las expectativas de los clientes?<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiB3AB1Su9_PR3b7rMyUVWb7tKd5WyYh7YeTq3bcE9yirAmwa2pHOyS1cbuBHKmE2f61vHZlQ_AJ-3GfCXW-g-Tl-4g1YXZYXj3nAdMeWAAxpnNIedDY0QdFJPmOS-M2FRv1ULx7vjdK6o/s1600/canoe.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="385" data-original-width="761" height="161" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiB3AB1Su9_PR3b7rMyUVWb7tKd5WyYh7YeTq3bcE9yirAmwa2pHOyS1cbuBHKmE2f61vHZlQ_AJ-3GfCXW-g-Tl-4g1YXZYXj3nAdMeWAAxpnNIedDY0QdFJPmOS-M2FRv1ULx7vjdK6o/s320/canoe.png" width="320" /></a></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "arial";"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><br /></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "arial";"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><br /></span></span></span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "arial";"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;">Para lograr un proceso de
ventas más eficiente en B2B, vimos que los departamentos comerciales deberían</span>
</span><span style="font-family: "verdana" , sans-serif;">conocer más a sus clientes. Hace poco, compartí una lista de 12 preguntas distribuidas</span><span style="font-family: "verdana" , sans-serif;">
en <a href="http://provocaccioncompras.blogspot.com/2018/01/vender-en-b2b-12-preguntas-para-saber.html" target="_blank">4 posibles ejes de trabajo</a>:</span></span></span></span></div>
<ol>
<li><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span style="font-family: "verdana";"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES; mso-themecolor: text1;">Conocer las expectativas del “comprador”
en cuanto a los equipos de Marketing y Ventas de los</span></b><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;"> proveedores</span></b></span></span></div>
</li>
<li><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Conocer, acercarse y entender al cliente</span></span></b></div>
</li>
<li><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span style="color: #444444; font-family: "verdana";"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;">Aprovechar el proceso de compra del
cliente para posicionarse favorablemente ante la competencia</span></b></span></div>
</li>
<li><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Conocer mejor al departamento de Compras</span></span></b></div>
</li>
</ol>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;"></span></b><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Hoy y refiriéndonos al
primer punto sobre las expectativas del “comprador”, comentaremos los objetivos
de Marketing y Ventas. ¿Están alineados con las expectativas de los clientes?</span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"></span><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Primero podemos revisar los
principales roles y responsabilidades de cada función:</span></span></div>
<ul>
<li><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"></span><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">El <b><span style="color: purple;">marketing</span></b> trata de que la
empresa tenga lo que el cliente quiera. Es el proceso de comunicar el valor de
un producto o servicio a un target de clientes con el objetivo de facilitar o
activar la venta. Incluye también todo un trabajo de creación y posicionamiento
de la marca para fidelizar al cliente. Marketing pregunta, analiza, segmenta y
comunica al cliente.</span></span></div>
</li>
<li><div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"></span><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">La <b><span style="color: purple;">venta</span></b> tiene como objetivo que el
cliente adquiera lo que la empresa ofrece. El vendedor trata de concluir un
trato, de firmar un pedido, acuerdo o contrato. Para lograrlo, el comercial
aplicará un conjunto de técnicas, herramientas y habilidades. La venta incluye
también una buena gestión de la relación con el cliente mediante un amplio
trabajo de representación de la empresa frente al cliente y viceversa.</span></span></div>
</li>
</ul>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"></span><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">A veces, se comenta que
Marketing y Ventas son como hermanos siendo Marketing el hermano “mayor”.</span></span></div>
<span lang="ES" style="mso-ansi-language: ES;"></span><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">¡Los clientes pedimos a
Marketing y Ventas ser buenos hermanos! Requerimos <b style="mso-bidi-font-weight: normal;"><span style="color: purple;">coherencia</span></b> entre las dos funciones. </span></span><br />
<span lang="ES" style="mso-ansi-language: ES;"></span><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Una labor de marketing potente
y un trabajo de ventas totalmente alineados captan sin duda la atención del
cliente. Por desgracia para los equipos de venta, un posible comprador
detectará con mucha facilidad cualquier falta de coherencia entre ambas
funciones (por ejemplo: mensajes distintos o contradictorios; unos comerciales
con un perfil que no encaja con el posicionamiento o la imagen promocionada por
parte de Marketing) y eso puede producir confusión, frustración o rechazo
automático. </span></span><br />
<span lang="ES" style="mso-ansi-language: ES;"></span><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span lang="ES" style="mso-ansi-language: ES;">Por lo tanto, el primer paso
consiste en tener funciones de Marketing y Ventas que </span><span style="mso-ansi-language: #1000;">interactúan </span><span lang="ES" style="mso-ansi-language: ES;">y actúan </span><span style="mso-ansi-language: #1000;">de forma <span style="mso-bidi-font-weight: bold;">coordinada</span></span><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-weight: bold;">, complementaria</span><span style="mso-ansi-language: #1000;"> y </span><span lang="ES" style="mso-ansi-language: ES;">colaborativa.</span></span></span><br />
<span style="color: #444444; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><br /></span></span><br />
<span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"></span></span><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Después, podemos hablar de
<strong><span style="color: purple;">objetivos</span></strong>:</span></span><br />
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</span><span style="font-family: "verdana" , sans-serif;">
</span><span style="font-family: "verdana" , sans-serif;">
</span></span><br />
<table border="1" cellpadding="0" cellspacing="0" style="border-collapse: collapse; border-image: none; border: currentColor; mso-border-alt: solid windowtext .5pt; mso-padding-alt: 0cm 5.4pt 0cm 5.4pt; mso-yfti-tbllook: 1184;"><tbody>
<tr style="mso-yfti-firstrow: yes; mso-yfti-irow: 0;"><td style="background-color: transparent; border-image: none; border: 1pt solid currentColor; padding: 0cm 5.4pt; width: 77.5pt;" valign="top" width="103"><span style="color: #444444; font-family: "verdana" , sans-serif;">
</span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;"> </span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></td><td style="background-color: transparent; border-color: windowtext windowtext windowtext rgb(0, 0, 0); border-image: none; border-style: solid solid solid none; border-width: 1pt 1pt 1pt 0px; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; padding: 0cm 5.4pt; width: 184.5pt;" valign="top" width="173"><span style="color: #444444; font-family: "verdana" , sans-serif;">
</span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Objetivos tradicionales del
Departamento Comercial (o percepción frecuente por parte del cliente)</span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></td><td style="background-color: transparent; border-color: windowtext windowtext windowtext rgb(0, 0, 0); border-image: none; border-style: solid solid solid none; border-width: 1pt 1pt 1pt 0px; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; padding: 0cm 5.4pt; width: 205.5pt;" valign="top" width="195"><span style="color: #444444; font-family: "verdana" , sans-serif;">
</span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Objetivos y/o expectativas
del Cliente </span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></td></tr>
<tr style="mso-yfti-irow: 1;"><td style="background-color: transparent; border-color: rgb(0, 0, 0) windowtext windowtext; border-image: none; border-style: none solid solid; border-width: 0px 1pt 1pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0cm 5.4pt; width: 77.5pt;" valign="top" width="103"><span style="color: #444444; font-family: "verdana" , sans-serif;">
</span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Facturación</span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 184.5pt;" valign="top" width="173"><span style="color: #444444; font-family: "verdana" , sans-serif;">
</span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;">Incrementar la facturación</span></b><span lang="ES" style="mso-ansi-language: ES;"> mediante el aumento de las cantidades
y/o precios y la venta de nuevos productos / servicios adicionales</span></span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 205.5pt;" valign="top" width="195"><span style="color: #444444; font-family: "verdana" , sans-serif;">
</span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;">Optimizar el gasto total</span></b><span lang="ES" style="mso-ansi-language: ES;"> en cuanto al perímetro inicial de
compra (mediante la optimización de los volúmenes, estandarización,
racionalización, revisión de los procesos y/o especificaciones...). </span></span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Solo después, se podrá
ampliar el perímetro de compra con nuevas referencias o servicios
complementarios que aportan valor.</span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></td></tr>
<tr style="mso-yfti-irow: 2;"><td style="background-color: transparent; border-color: rgb(0, 0, 0) windowtext windowtext; border-image: none; border-style: none solid solid; border-width: 0px 1pt 1pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0cm 5.4pt; width: 77.5pt;" valign="top" width="103"><span style="color: #444444; font-family: "verdana" , sans-serif;">
</span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Margen</span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 184.5pt;" valign="top" width="173"><span style="color: #444444; font-family: "verdana" , sans-serif;">
</span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;">Defender o aumentar el margen</span></b><span lang="ES" style="mso-ansi-language: ES;"> (por línea de producto/servicio o por
industria/sector)</span></span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 205.5pt;" valign="top" width="195"><span style="color: #444444; font-family: "verdana" , sans-serif;">
</span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;">Pactar precios de mercado</span></b><span lang="ES" style="mso-ansi-language: ES;"> que ofrecen una rentabilidad adecuada
al proveedor y permiten su perennidad (mediante una puesta en competición).
Remunerar al proveedor con un precio “justo” para el nivel de servicio
acordado (mediante el análisis de escandallos).</span></span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;">Evitar pagar los famosos “premiums”</span></b><span lang="ES" style="mso-ansi-language: ES;"> que se suelen aplicar dependiendo de la
industria o del sector en el cual nos encontramos.</span></span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;">Repercutir </span></b><span lang="ES" style="mso-ansi-language: ES;">en su justa medida <b style="mso-bidi-font-weight: normal;">los costes de no-calidad</b> generados por un claro fallo del proveedor.</span></span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;">Compartir los beneficios</span></b><span lang="ES" style="mso-ansi-language: ES;"> (y anteriormente los posibles riesgos) con
el proveedor cuando se logran resultados u “outcomes” muy superiores a lo
inicialmente acordado.</span></span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></td></tr>
<tr style="mso-yfti-irow: 3;"><td style="background-color: transparent; border-color: rgb(0, 0, 0) windowtext windowtext; border-image: none; border-style: none solid solid; border-width: 0px 1pt 1pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0cm 5.4pt; width: 77.5pt;" valign="top" width="103"><span style="color: #444444; font-family: "verdana" , sans-serif;">
</span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Nuevos clientes</span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 184.5pt;" valign="top" width="173"><span style="color: #444444; font-family: "verdana" , sans-serif;">
</span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;">Lograr nuevos clientes</span></b><span lang="ES" style="mso-ansi-language: ES;"> para aumentar las ventas</span></span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 205.5pt;" valign="top" width="195"><span style="color: #444444; font-family: "verdana" , sans-serif;">
</span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Apoyar la entrada de
nuevos clientes para el desarrollo del proveedor y para mantener su nivel de
competitividad. </span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Asegurar que no haya
ningún impacto negativo en cuanto a las entregas o a la calidad del servicio.</span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;">Recibir un trato de calidad como “antiguos y
buenos” clientes</span></b><span lang="ES" style="mso-ansi-language: ES;">.</span></span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></td></tr>
<tr style="mso-yfti-irow: 4;"><td style="background-color: transparent; border-color: rgb(0, 0, 0) windowtext windowtext; border-image: none; border-style: none solid solid; border-width: 0px 1pt 1pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0cm 5.4pt; width: 77.5pt;" valign="top" width="103"><span style="color: #444444; font-family: "verdana" , sans-serif;">
</span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Fidelización y
representación de los clientes</span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 184.5pt;" valign="top" width="173"><span style="color: #444444; font-family: "verdana" , sans-serif;">
</span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Evitar la fuga de clientes </span></span></b></div>
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 205.5pt;" valign="top" width="195"><span style="color: #444444; font-family: "verdana" , sans-serif;">
</span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Conseguir del comercial
una gran <b style="mso-bidi-font-weight: normal;">labor de escucha y representación
</b>de nuestros intereses y necesidades dentro de su propia empresa para
alcanzar un excelente nivel de servicio y fomentar una dinámica de mejora
continua. Se crea una relación basada en la transparencia y la confianza
mutua.</span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></td></tr>
<tr style="mso-yfti-irow: 5;"><td style="background-color: transparent; border-color: rgb(0, 0, 0) windowtext windowtext; border-image: none; border-style: none solid solid; border-width: 0px 1pt 1pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0cm 5.4pt; width: 77.5pt;" valign="top" width="103"><span style="color: #444444; font-family: "verdana" , sans-serif;">
</span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Asesoramiento</span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 184.5pt;" valign="top" width="173"><span style="color: #444444; font-family: "verdana" , sans-serif;">
</span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;">Comunicar información de interés</span></b><span lang="ES" style="mso-ansi-language: ES;"> a los clientes (a menudo en forma de
publicidad, casos de éxito,...)</span></span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 205.5pt;" valign="top" width="195"><span style="color: #444444; font-family: "verdana" , sans-serif;">
</span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;">Recibir un asesoramiento de calidad, propuestas
innovadoras</span></b><span lang="ES" style="mso-ansi-language: ES;"> para solucionar
nuestros problemas, optimizar el gasto o co-crear más valor: informes
detallados, propuestas de mejora, tendencias, benchmarks, best-practices,
organización de talleres o formaciones, etc...</span></span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></td></tr>
<tr style="mso-yfti-irow: 6; mso-yfti-lastrow: yes;"><td style="background-color: transparent; border-color: rgb(0, 0, 0) windowtext windowtext; border-image: none; border-style: none solid solid; border-width: 0px 1pt 1pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0cm 5.4pt; width: 77.5pt;" valign="top" width="103"><span style="color: #444444; font-family: "verdana" , sans-serif;">
</span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif;">Coordinación interna</span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 184.5pt;" valign="top" width="173"><span style="color: #444444; font-family: "verdana" , sans-serif;">
</span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;">Coordinar diferentes funciones / departamentos</span></b><span lang="ES" style="mso-ansi-language: ES;"> dentro de la propia empresa para asegurar
el suministro / la provisión de servicio o corregir posibles fallos / incidencias</span></span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></td><td style="background-color: transparent; border-color: rgb(0, 0, 0); border-style: none solid solid none; border-width: 0px 1pt 1pt 0px; padding: 0cm 5.4pt; width: 205.5pt;" valign="top" width="195"><span style="color: #444444; font-family: "verdana" , sans-serif;">
</span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;">Colaborar de forma abierta con un vendedor que
tiene potestad</span></b><span lang="ES" style="mso-ansi-language: ES;"> para coordinar
a distintos equipos de trabajo dentro de la empresa con el fin de poder
implementar un pipeline de acciones de mejora o iniciativas de creación de
valor.</span></span></span></div>
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span></td></tr>
</tbody></table>
<span style="color: #444444; font-family: "verdana" , sans-serif;">
</span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana" , sans-serif; font-size: small;"><br /></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #444444;"><span style="font-family: "verdana" , sans-serif;">¿En qué medida hoy los
objetivos</span> <span style="font-family: "verdana" , sans-serif;">de los equipos de ventas están alineados con las expectativas de los
clientes?</span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #444444; font-family: "verdana";"><br /></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="font-family: "verdana";"><br /></span></span></div>
Stéphane Morelhttp://www.blogger.com/profile/07126442050981974493noreply@blogger.com0tag:blogger.com,1999:blog-6691063632319276522.post-89570574894408481432018-01-26T08:01:00.000-08:002019-02-03T09:52:10.399-08:00Vender en B2B: 12 preguntas para saber si entiendes y cuidas a la parte compradora. <div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgL0vPv5-ayObEiBv1ehDM9xN7zmjEMMCP1mjjhXEGZHGJu6J8r66mkwxVmjyXP6y-39OfoIDeGCAkhiUWG5lnCLfVhsptfnJJMWuSTNfwRZqU8VWCd1HYq_GNZNwH-buVRav4YB1koq3U/s1600/venta+b2b.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="372" data-original-width="580" height="256" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgL0vPv5-ayObEiBv1ehDM9xN7zmjEMMCP1mjjhXEGZHGJu6J8r66mkwxVmjyXP6y-39OfoIDeGCAkhiUWG5lnCLfVhsptfnJJMWuSTNfwRZqU8VWCd1HYq_GNZNwH-buVRav4YB1koq3U/s400/venta+b2b.jpg" width="400" /></a></div>
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;">Hoy en día en cualquier
sector o industria existe un alto nivel de competencia entre numerosos actores
incluyendo nuevos entrantes que irrumpen en el mercado con innovaciones
disruptivas. Al mismo tiempo, los clientes están más</span> <span style="font-family: "verdana" , sans-serif;">informados, exigentes,
digitales y volátiles. Independientemente del ciclo o entorno económico en el
cual estamos, la venta B2B se ha vuelto compleja y requiere de los equipos de
venta aplicar un método cada vez más holístico, riguroso.</span></span></span><br />
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana";"><br /></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;">Desde hace</span> <span style="font-family: "verdana" , sans-serif;">tiempo, se han ido formando a los vendedores a la segmentación del panel
de clientes, a las técnicas de ventas/negociación (incluyendo identificación o
definición de las necesidades, presentación de los argumentos, tratamiento de
las principales objeciones y el temido cierre) y a la</span><span style="font-family: "verdana" , sans-serif;"> gestión del conflicto.
Los aprendizajes se han ido aplicando de forma parcial. El problema es que estas
herramientas hoy ya no son suficientes.</span></span></span></div>
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<br /></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;">Ahora, como complemento muy necesario,
tenemos los valiosos consejos de los expertos en social selling y marketing
digital. Varias escuelas de negocio prestigiosas tienen programas “executive”
dedicados a la venta B2B. Los</span> <span style="font-family: "verdana" , sans-serif;">formadores, excelentes y experimentados
profesionales de la venta comparten sus recetas y secretos. Son muy buenas
noticias.</span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana";"><br /></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;">Con todo esto, vender en B2B
sigue siendo duro. Cerrar una venta no es nada fácil.</span> <span style="font-family: "verdana" , sans-serif;">Gestionar a largo plazo
un cliente es todo un desafío.</span></span></span></div>
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<br /></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;">Tras
reflexionar sobre el tema con unos compañeros de ventas, lo que nos quedó claro</span>
<span style="font-family: "verdana" , sans-serif;">es que muy a menudo los equipos de venta no dedican suficiente tiempo en
entender el punto de vista de la parte compradora.</span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;">En cualquier</span> <span style="font-family: "verdana" , sans-serif;">empresa muchos empleados,
mandos intermedios y cargos directivos tienen poder de compra; además, en los
últimos 10 años en España, hemos asistido a la</span> <span style="font-family: "verdana" , sans-serif;">profesionalización de los
departamentos de Compras.</span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana";"><br /></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;">En este contexto, cabe preguntarse si los
equipos comerciales:</span> </span></span><br />
<br />
<br />
<span style="color: #666666; font-family: "verdana";"><span style="color: #666666; font-family: "verdana" , sans-serif;">
<b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: purple; font-family: "verdana" , sans-serif;">I.- ¿Saben lo que espera un cliente por parte de los equipos de Marketing y
Ventas de sus (potenciales) proveedores?</span></span></b></span><br />
<span style="color: #666666; font-family: "verdana" , sans-serif;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><a href="http://provocaccioncompras.blogspot.com/2018/02/vender-en-b2b-estan-los-objetivos-de.html" target="_blank">1.- ¿Los objetivos de ventas están alineados con las expectativas de los clientes?</a> </span></span></span><br />
<span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><a href="http://provocaccioncompras.blogspot.com/2018/04/vender-en-b2b-como-los-vendedores_13.html" target="_blank">2.- ¿Cómo expertos, los vendedores comparten conocimientos de valor (en vez de artículos demasiado orientados a la venta) para sus clientes?</a></span></span><br />
<span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><a href="http://provocaccioncompras.blogspot.com/2018/05/vender-en-b2b-el-perfil-del-vendedor_3.html" target="_blank">3.- ¿El perfil del comercial es coherente con el tipo de producto / servicio ofrecido o con la propuesta de valor anunciada?</a></span></span></span></span></span></span><span style="color: #666666; font-family: "verdana";"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana";"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><br /></span></span></b></span></span></span></b></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<span style="color: #666666; font-family: "verdana";"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: purple; font-family: "verdana" , sans-serif;">II.- ¿Conocen, se acercan y entienden al cliente?</span></span></b></span></span></span></b></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<span style="color: #666666; font-family: "verdana";"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><a href="http://provocaccioncompras.blogspot.com/2018/06/vender-en-b2b-el-vendedor-conoce-al.html" target="_blank">4.- ¿Existe un real conocimiento del cliente?</a></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<span style="color: #666666; font-family: "verdana";"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><a href="http://provocaccioncompras.blogspot.com/2018/06/progresamos-en-nuestro-viaje-hacia-un.html" target="_blank">5.- ¿Saben cómo abrir las puertas del cliente?</a></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<span style="color: #666666; font-family: "verdana";"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><a href="http://provocaccioncompras.blogspot.com/2018/07/progresamos-en-nuestro-viaje-hacia-un.html" target="_blank">6.- ¿Crean una propuesta de valor personalizada para cautivar al cliente?</a></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<span style="color: #666666; font-family: "verdana";"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><br /></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span>
<span style="color: #666666; font-family: "verdana";"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: purple; font-family: "verdana" , sans-serif;"><strong>III.- ¿Aprovechan el proceso de compras del cliente?</strong></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<span style="color: #666666; font-family: "verdana";"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><a href="http://provocaccioncompras.blogspot.com/2018/10/" target="_blank">7.- ¿Conocena los diferentes actores que van a intervenir en la toma de decisión?</a></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<span style="color: #666666; font-family: "verdana";"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><a href="http://provocaccioncompras.blogspot.com/2018/11/" target="_blank">8.- </a><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><a href="http://provocaccioncompras.blogspot.com/2018/11/" target="_blank">¿Entiendenel proceso de compra del cliente y son flexibles para aprovecharlo?</a> </span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<span style="color: #666666; font-family: "verdana";"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><a href="http://provocaccioncompras.blogspot.com/2018/12/" target="_blank">9.- ¿Estándispuestos en asegurar un sólido proceso de post-venta?</a></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<span style="color: #666666; font-family: "verdana";"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><br /></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></b></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span>
<span style="color: #666666; font-family: "verdana";"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: purple;">IV</span><span style="color: #666666; font-family: "verdana" , sans-serif;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: purple;">.- ¿Conocen el departamento de Compras de su cliente?</span> </span></span></b></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></b></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<span style="color: #666666; font-family: "verdana";"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><strong>
</strong><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><a href="http://provocaccioncompras.blogspot.com/2018/12/" target="_blank">10.- ¿Saben en qué nivel de madurez se encuentrael departamento de Compras y tienen claro el perfil de los compradores?</a></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<span style="color: #666666; font-family: "verdana";"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><a href="http://provocaccioncompras.blogspot.com/2019/01/vender-en-b2b-conocer-las-4-estrategias.html" target="_blank">11.- ¿Saben identificar las diferentes estrategiasde compras?</a></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<span style="color: #666666; font-family: "verdana";"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><a href="http://provocaccioncompras.blogspot.com/2019/02/vender-en-b2b-trabajar-o-colaborar-con.html" target="_blank">12.- ¿Tienen claro la diferencia entre “trabajar”y “colaborar” con compras?</a></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<br />
<span style="color: #666666; font-family: "verdana" , sans-serif;">
</span><br />
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;">Desde el punto de vista del
comprador, son 12 preguntas o posibles ejes de trabajo que podrían permitir a los vendedores lograr un proceso de venta más eficiente, más ganador. <span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;">A lo largo de este año, iré
comentando cada uno de estos aspectos.</span></span></span></span></span></span></span></span></span></span><br />
<span style="color: #666666; font-family: "verdana";"><br /></span></div>
Stéphane Morelhttp://www.blogger.com/profile/07126442050981974493noreply@blogger.com0tag:blogger.com,1999:blog-6691063632319276522.post-52063027506157913232017-11-23T11:54:00.000-08:002017-11-23T12:04:00.158-08:00P@47 – Business Partnering – 5º y ultimo capitulo: Acción <br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #666666;"><span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 12pt;"><span style="font-family: "verdana" , sans-serif;">Hemos llegado al</span> <span style="font-family: "verdana" , sans-serif;">final
de nuestro viaje hacia el Business Partnering mediante el desarrollo de la </span></span><span style="font-family: "verdana" , sans-serif;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="font-size: 12pt; mso-ansi-language: ES; mso-no-proof: yes;"><a href="https://provocaccioncompras.blogspot.com.es/2017/04/p42-business-partnering-como.html" target="_blank">Pericia</a>
</span></b><span lang="ES" style="font-size: 12pt; mso-ansi-language: ES; mso-no-proof: yes;">(una opción muy distinta a la <span style="mso-spacerun: yes;"> </span><a href="https://provocaccioncompras.blogspot.com.es/2017/02/p40-la-profesion-de-business-partner-al.html" target="_blank">Profesión</a> o al <a href="https://provocaccioncompras.blogspot.com.es/2017/03/p41-el-proceso-de-business-partnering.html" target="_blank">Proceso</a>).</span></span></span></span><br />
<span style="font-family: "verdana" , sans-serif;"><span style="color: #666666;"><span lang="ES" style="font-size: 12pt; mso-ansi-language: ES; mso-no-proof: yes;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="font-size: 12pt; mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;">De forma sistemática, hemos
repetido que nuestro objetivo es llegar a estar <b style="mso-bidi-font-weight: normal;">C.E.R.C.A</b> de los stakeholders o del negocio mediante los siguientes
5 pilares: </span></span></span></span></span></span></div>
<span style="color: #666666; font-family: "verdana" , sans-serif;">
</span><br />
<ul style="direction: ltr; list-style-type: disc;">
<li style="font-style: normal; font-weight: normal;"><div style="font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #666666;"><span lang="ES" style="font-size: 12pt; mso-ansi-language: ES; mso-bidi-font-size: 11.0pt; mso-bidi-font-weight: bold;">la<b> </b></span><b><span lang="ES-TRAD" style="font-size: 12pt; mso-ansi-language: ES-TRAD; mso-bidi-font-size: 11.0pt;"><a href="https://provocaccioncompras.blogspot.com.es/2017/05/el-mes-pasado-vimos-que-unade-las.html" target="_blank">Comprensión</a>: </span></b><span lang="ES-TRAD" style="font-size: 12pt; mso-ansi-language: ES-TRAD; mso-bidi-font-size: 11.0pt; mso-bidi-font-weight: bold;">conocimiento
del negocio, mapa de stakeholders, comprensión del cliente y servicio al
cliente</span></span></span></div>
</li>
<li style="font-style: normal; font-weight: normal;"><div style="font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #666666;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="font-size: 12pt; mso-ansi-language: ES; mso-bidi-font-size: 11.0pt; mso-bidi-font-weight: bold;">el<b> </b></span><b><span lang="ES-TRAD" style="font-size: 12pt; mso-ansi-language: ES-TRAD; mso-bidi-font-size: 11.0pt;"><a href="https://provocaccioncompras.blogspot.com.es/2017/07/p44-business-partnering-2ndo-capitulo.html" target="_blank">Entendimiento</a>: </span></b><span lang="ES-TRAD" style="font-size: 12pt; mso-ansi-language: ES-TRAD; mso-bidi-font-size: 11.0pt; mso-bidi-font-weight: bold;">autoconocimiento,
</span><span lang="ES-TRAD" style="font-size: 12pt; mso-ansi-language: ES-TRAD; mso-bidi-font-size: 11.0pt;">credibilidad
mediante el expertise, <span style="mso-bidi-font-weight: bold;">relaciones
productivas</span> de trabajo</span></span></span></span></div>
</li>
<li style="font-style: normal; font-weight: normal;"><div style="font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #666666;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="font-size: 12pt; mso-ansi-language: ES; mso-bidi-font-size: 11.0pt; mso-bidi-font-weight: bold;">l</span><span lang="ES-TRAD" style="font-size: 12pt; mso-ansi-language: ES-TRAD; mso-bidi-font-size: 11.0pt; mso-bidi-font-weight: bold;">a<b> <a href="https://provocaccioncompras.blogspot.com.es/2017/08/p45-business-partnering-3er-capitulo-la.html" target="_blank">Recomendación</a> </b>o<b>
</b>propuesta de valor </span></span></span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span></li>
<span style="font-family: "verdana" , sans-serif;">
</span>
<li style="font-style: normal; font-weight: normal;"><div style="font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #666666;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="font-size: 12pt; mso-ansi-language: ES; mso-bidi-font-size: 11.0pt; mso-bidi-font-weight: bold;">e</span><span lang="ES-TRAD" style="font-size: 12pt; mso-ansi-language: ES-TRAD; mso-bidi-font-size: 11.0pt; mso-bidi-font-weight: bold;">l<b> <a href="https://provocaccioncompras.blogspot.com.es/2017/10/p46-business-partnering-4-capitulo-el.html" target="_blank">Convenio</a></b>,
compromiso<b> </b>o</span><span lang="ES-TRAD" style="font-size: 12pt; mso-ansi-language: ES-TRAD; mso-bidi-font-size: 11.0pt;"> <span style="mso-bidi-font-weight: bold;">acuerdo debidamente negociado
y acordado</span></span></span></span></span></div>
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</span></li>
<span style="font-family: "verdana" , sans-serif;">
</span>
<li style="font-style: normal; font-weight: normal;"><div style="font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #666666;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="font-size: 12pt; mso-ansi-language: ES; mso-bidi-font-size: 11.0pt; mso-bidi-font-weight: bold;">las<b> </b></span><b><span lang="ES-TRAD" style="font-size: 12pt; mso-ansi-language: ES-TRAD; mso-bidi-font-size: 11.0pt;">Acciones </span></b><span lang="ES-TRAD" style="font-size: 12pt; mso-ansi-language: ES-TRAD; mso-bidi-font-size: 11.0pt; mso-bidi-font-weight: bold;">para </span><span lang="ES-TRAD" style="font-size: 12pt; mso-ansi-language: ES-TRAD; mso-bidi-font-size: 11.0pt;">lograr grandes <span style="mso-bidi-font-weight: bold;">resultados con un alto nivel de <span style="color: #666666;">colaboración</span></span></span></span></span></span></div>
</li>
</ul>
<span style="color: #666666; font-family: "verdana" , sans-serif;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif; font-size: xx-small;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #666666;"><span lang="ES" style="font-size: 12pt; mso-ansi-language: ES;"><br /></span></span></span></span></span></span></span><br />
<span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif; font-size: xx-small;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #666666;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="font-size: 12pt; mso-ansi-language: ES;">El mes pasado, mediante la fase de “<b style="mso-bidi-font-weight: normal;">Convenio</b>” o compromiso, pusimos la máquina en marcha para </span><span lang="ES" style="font-size: 12pt; mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;">asegurar la materialización de la propuesta de valor.
Tenemos unos robustos mecanismos de gobierno con un comité de decisión alineado
que aprobó unos objetivos y planes de acción conjuntos (debidamente negociados).
</span><span lang="ES" style="font-size: 12pt; mso-ansi-language: ES;">Ahora toca implementar y esta fase no es sencilla ya que,
para llegar a buen puerto, nos enfrentaremos a baches, retos, conflictos,
riesgos.</span></span></span></span></span></span></span></span><br />
<span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif; font-size: xx-small;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #666666;"><span lang="ES" style="font-size: 12pt; mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif; font-size: xx-small;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #666666;"><span lang="ES" style="font-size: 12pt; mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif; font-size: xx-small;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #666666;"><span lang="ES" style="font-size: 12pt; mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="font-size: 12pt; mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="font-size: 12pt; mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><br /><span style="font-family: "verdana" , sans-serif;"></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif; font-size: xx-small;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #666666;"><span lang="ES" style="font-size: 12pt; mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif; font-size: xx-small;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #666666;"><span lang="ES" style="font-size: 12pt; mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif; font-size: xx-small;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #666666;"><span lang="ES" style="font-size: 12pt; mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="font-size: 12pt; mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="font-size: 12pt; mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;">El 5º paso contempla 4 ejes de trabajo:</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
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<ul style="direction: ltr; list-style-type: disc;">
<li style="font-size: 12pt; font-style: normal; font-weight: normal;"><div style="font-size: 11pt; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1;">
<span lang="ES" style="font-size: 12pt; mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;">Llega el momento de la <b style="mso-bidi-font-weight: normal;">transición y movilización de los equipos</b>
para sacar adelante las acciones y proyectos acordados. Primero se trata de
entender y manejar las dinámicas de equipo.</span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span></li>
<span style="font-family: "verdana" , sans-serif;">
</span>
<li style="font-size: 12pt; font-style: normal; font-weight: normal;"><div style="font-size: 11pt; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1;">
<span lang="ES" style="font-size: 12pt; mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;">En este marco de
colaboración nuevo para todos, con los ambiciosos objetivos planteados y un
abrumador plan de trabajo, resultará clave<b style="mso-bidi-font-weight: normal;">
gestionar el cambio</b>.</span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span></li>
<span style="font-family: "verdana" , sans-serif;">
</span>
<li style="font-size: 12pt; font-style: normal; font-weight: normal;"><div style="font-size: 11pt; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1;">
<span lang="ES" style="font-size: 12pt; mso-ansi-language: ES;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #666666;"><span style="font-family: "verdana" , sans-serif;">Un business partner necesitará
aprender a manejar las herramientas de <b style="mso-bidi-font-weight: normal;">resolución
de problemas </b>dedicando tiempo a entender con claridad la verdadera raíz del
problema.</span><span style="font-family: "verdana" , sans-serif;"> <span style="mso-spacerun: yes;"> </span></span></span></span></span></div>
<span style="font-family: "verdana" , sans-serif;">
</span></li>
<span style="font-family: "verdana" , sans-serif;">
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<li style="font-style: normal; font-weight: normal;"><div style="font-size: 11pt; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 12pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;">Finalmente una buena <b style="mso-bidi-font-weight: normal;">gestión de
conflicto</b> permitirá solucionar las discrepancias entre los miembros del
equipo y así garantizar el éxito de las iniciativas lanzadas.</span> <span style="mso-spacerun: yes;"> </span></span></div>
<div style="color: black; font-family: "Arial",sans-serif; font-size: 11pt; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto;">
<span lang="ES" style="font-family: "verdana" , sans-serif; font-size: 12pt;"> </span></div>
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v:shapes="Picture_x0020_10" width="640" /></span></div>
<div style="color: black; font-family: "Arial",sans-serif; font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto;">
<br /></div>
</li>
</ul>
<span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-size: 10.0pt;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 10.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;">Para cada uno de estos 4
ejes de trabajo, los Business Partners disponen de varias ‘herramientas’. Aquí
se encuentra una lista no exhaustiva.</span></span></span></span></span><br />
<span style="color: #666666; font-family: "verdana" , sans-serif;">
</span><br />
<ul style="direction: ltr; list-style-type: disc;">
<li style="font-style: normal; font-weight: normal;"><div style="font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #666666;">Se recomienda usar el Project Charter para alinear a los
distintos miembros del equipo de trabajo. Saber cómo desarrollar un equipo
usando por ejemplo el modelo de Tuckman y entender con claridad las posibles
disfunciones de cualquier equipo nos será de mucha ayuda.<span style="mso-spacerun: yes;"> </span><span style="mso-spacerun: yes;"> </span></span></span></span></div>
</li>
<li style="font-style: normal; font-weight: normal;"><div style="font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;">En cuanto a la gestión del cambio, y en base a la fórmula
del cambio, conseguiremos más si avanzamos paso a paso, logrando meta pequeña
tras meta pequeña (el Kaizen). El modelo de Kotter nos aclara las 8 etapas del
cambio. </span></span></div>
</li>
<li style="font-style: normal; font-weight: normal;"><div style="font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;">El DMAIC, el ‘Fishbone diagram’ y los ‘5 Whys’ nos permitirán
solucionar los inevitables problemas que encontraremos a lo largo del
recorrido.</span></span></div>
</li>
<li style="font-style: normal; font-weight: normal;"><div style="font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;">Para poder solucionar un conflicto en el seno del equipo,
necesitaremos conocer las reacciones al conflicto, el circuito de conflicto y manejar
el proceso de “breakdowns” .</span></span></div>
<div style="font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;"> </span></span></div>
</li>
</ul>
<span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;">Este quinto y último
paso de <b style="mso-bidi-font-weight: normal;">acción</b> nos permite completar
con éxito nuestro largo y retador viaje hacia el Business Partnering. Lo más
importante reside en la significante aportación de valor al negocio por parte del
equipo inter-departamental que ahora trabaja con un alto nivel de colaboración
y compromiso.</span></span></span></span></span></span><br />
<br />
<br />
<span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;">Mejorar la pericia de
los business partners requiere tiempo y dedicación. El viaje hacia el Business
partnering consta de 5 etapas y 20 sub-etapas en total. Se trata de progresar
poco a poco, saber elegir las sub-etapas que más impacto positivo tendrán y
seleccionar / aplicar sus herramientas preferidas.</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
<span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><br /></span></span></span></span></span></span></span></span></span></span></span></span><br />
<span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;">¿Considerando las 5
etapas del Business Partnering presentadas en los últimos meses, puedes indicarnos
que sub-etapa(s) y qué herramienta(s) te parecen más valiosas?</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br />
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Stéphane Morelhttp://www.blogger.com/profile/07126442050981974493noreply@blogger.com0tag:blogger.com,1999:blog-6691063632319276522.post-62708008039616379812017-10-13T03:26:00.002-07:002017-10-13T03:34:19.400-07:00P@46 – Business Partnering – 4º capitulo: el Convenio o compromiso<br />
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<span style="font-family: "verdana" , sans-serif;"><span style="color: #666666;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;">Estamos alcanzando la
penúltima etapa en nuestro viaje hacia el Business Partnering mediante el
desarrollo de la </span><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES; mso-no-proof: yes;"><a href="http://provocaccioncompras.blogspot.com.es/2017/04/p42-business-partnering-como.html" target="_blank">Pericia</a> </span></b><span lang="ES" style="mso-ansi-language: ES; mso-no-proof: yes;">(una
opción muy distinta a la <span style="mso-spacerun: yes;"> </span><a href="http://provocaccioncompras.blogspot.com.es/2017/02/p40-la-profesion-de-business-partner-al.html" target="_blank">Profesión</a> o al <a href="http://provocaccioncompras.blogspot.com.es/2017/03/p41-el-proceso-de-business-partnering.html" target="_blank">Proceso</a>).</span></span></span></div>
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<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;">En varias ocasiones hemos
explicado que nuestro objetivo es llegar a estar <b style="mso-bidi-font-weight: normal;"><span style="color: purple;">C.E.R.C.A</span></b> de los stakeholders o del negocio mediante los siguientes
5 pilares: </span></span></div>
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<li style="font-style: normal; font-weight: normal;"><div style="font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #666666;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 11.0pt; mso-bidi-font-weight: bold;">la<b> </b></span><b><span lang="ES-TRAD" style="mso-ansi-language: ES-TRAD; mso-bidi-font-size: 11.0pt;"><a href="http://provocaccioncompras.blogspot.com.es/2017/05/el-mes-pasado-vimos-que-unade-las.html" target="_blank">Comprensión</a>: </span></b><span lang="ES-TRAD" style="mso-ansi-language: ES-TRAD; mso-bidi-font-size: 11.0pt; mso-bidi-font-weight: bold;">conocimiento
del negocio, mapa de stakeholders, comprensión del cliente y servicio al
cliente</span></span></span></div>
</li>
<li style="font-style: normal; font-weight: normal;"><div style="font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #666666;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 11.0pt; mso-bidi-font-weight: bold;">el<b> </b></span><b><span lang="ES-TRAD" style="mso-ansi-language: ES-TRAD; mso-bidi-font-size: 11.0pt;"><a href="http://provocaccioncompras.blogspot.com.es/2017/07/p44-business-partnering-2ndo-capitulo.html" target="_blank">Entendimiento</a>: </span></b><span lang="ES-TRAD" style="mso-ansi-language: ES-TRAD; mso-bidi-font-size: 11.0pt; mso-bidi-font-weight: bold;">autoconocimiento,
</span><span lang="ES-TRAD" style="mso-ansi-language: ES-TRAD; mso-bidi-font-size: 11.0pt;">credibilidad
mediante el expertise, <span style="mso-bidi-font-weight: bold;">relaciones
productivas</span> de trabajo</span></span></span></div>
</li>
<li style="font-style: normal; font-weight: normal;"><div style="font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #666666;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 11.0pt; mso-bidi-font-weight: bold;">l</span><span lang="ES-TRAD" style="mso-ansi-language: ES-TRAD; mso-bidi-font-size: 11.0pt; mso-bidi-font-weight: bold;">a<b> <a href="http://provocaccioncompras.blogspot.com.es/2017/08/p45-business-partnering-3er-capitulo-la.html" target="_blank">Recomendación</a> </b>o<b>
</b>propuesta de valor </span></span></span></div>
</li>
<li style="font-style: normal; font-weight: normal;"><div style="font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #666666;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 11.0pt; mso-bidi-font-weight: bold;">e</span><span lang="ES-TRAD" style="mso-ansi-language: ES-TRAD; mso-bidi-font-size: 11.0pt; mso-bidi-font-weight: bold;">l<b> <span style="color: purple;">Convenio</span></b>,
compromiso<b> </b>o</span><span lang="ES-TRAD" style="mso-ansi-language: ES-TRAD; mso-bidi-font-size: 11.0pt;"> <span style="mso-bidi-font-weight: bold;">acuerdo debidamente negociado
y acordado</span></span></span></span></div>
</li>
<li style="font-style: normal; font-weight: normal;"><div style="font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #666666;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 11.0pt; mso-bidi-font-weight: bold;">las<b> </b></span><b><span lang="ES-TRAD" style="mso-ansi-language: ES-TRAD; mso-bidi-font-size: 11.0pt;"><span style="color: purple;">Acciones</span> </span></b><span lang="ES-TRAD" style="mso-ansi-language: ES-TRAD; mso-bidi-font-size: 11.0pt; mso-bidi-font-weight: bold;">para </span><span lang="ES-TRAD" style="mso-ansi-language: ES-TRAD; mso-bidi-font-size: 11.0pt;">lograr grandes <span style="mso-bidi-font-weight: bold;">resultados con un alto nivel de colaboración</span></span></span></span></div>
</li>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><br /></span></span></span></span></span></span><br />
<span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;">En Agosto, vimos cómo definir una buena propuesta de
valor o <span style="color: purple;">‘<b style="mso-bidi-font-weight: normal;">recomendación’</b></span>. En base a
una buena comprensión del negocio, y creando una relación productiva con
nuestro stakeholder, supimos concretar y plantear una solución ciertamente
retadora y valiosa para el negocio.</span></span></span></span></span></span><br />
<span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><br /></span></span></span></span></span></span></span></span></span></span></span></span><br />
<span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;">El 4º paso contempla 4 ejes de trabajo:</span></span></span></span></span></span></span></span></span></span></span></span><br />
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<ul style="direction: ltr; list-style-type: disc;">
<li style="font-style: normal; font-weight: normal;"><div style="font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;">Llega el momento de la <b style="mso-bidi-font-weight: normal;"><u>Negociación</u></b> de los proyectos,
iniciativas, acciones o actividades conjuntas que transformarán la
Recomendación en realidad. Si bien existen 5 estilos de negociación, en el caso
del Business Partnering, lo más normal será recurrir a la negociación
colaborativa.</span></span></div>
</li>
<li style="font-style: normal; font-weight: normal;"><div style="font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1;">
<span style="font-family: "verdana" , sans-serif;"><span style="color: #666666;"><b style="mso-bidi-font-weight: normal;"><span lang="ES" style="mso-ansi-language: ES;"><u>Alineamiento</u></span></b><span lang="ES" style="mso-ansi-language: ES;"> mediante 3 técnicas a nuestro
alance para convencer y empezar a colaborar más con los stakeholders. Facilitar
sesiones de trabajo, o enseñar al cliente interno nuestra expertise son 2
opciones relativamente sencillas pero con un alcance limitado. La
influenciación es la opción más compleja y efectiva.</span></span></span></div>
</li>
<li style="font-style: normal; font-weight: normal;"><div style="font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;">Un business partner se
asegura de crear y mantener un alto nivel de <b style="mso-bidi-font-weight: normal;"><u>Compromiso</u> </b>dado<b style="mso-bidi-font-weight: normal;"> </b>el plan
pactado solo se materializará con una implicación total de los diferentes
equipos de trabajo. </span></span></div>
</li>
<li style="font-style: normal; font-weight: normal;"><div style="font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;">Un<b style="mso-bidi-font-weight: normal;"> <u>Gobierno</u></b> claro es clave para
asegurar la correcta implementación de las iniciativas y proyectos acordados.
Un equipo cross-funcional ejecutará las actividades pactadas y reportará de
forma los progresos a un comité de decisión claramente definido. Sabemos que en
el camino existirán problemas, discrepancias que se escalarán al comité de
decisión para toma de decisión. </span></span></div>
</li>
</ul>
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<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="color: #666666;"><span lang="ES" style="mso-ansi-language: ES;"><span style="mso-spacerun: yes;"> </span></span><span style="mso-no-proof: yes;"><img height="301" 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v:shapes="Picture_x0020_2" width="624" /></span></span></span></span></span></span></span></span></span></span></span></div>
<span style="color: #666666; font-family: "verdana" , sans-serif;">
</span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 10.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;"> </span></span></div>
<span style="color: #666666; font-family: "verdana" , sans-serif;">
</span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 10.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;">Para cada uno de estos 4
ejes de trabajo, los Business Partners disponen de varias ‘herramientas’. Aquí
se encuentra una lista no exhaustiva.</span></span></div>
<span style="color: #666666; font-family: "verdana" , sans-serif;">
</span><br />
<ul style="direction: ltr; list-style-type: disc;">
<li style="font-style: normal; font-weight: normal;"><div style="font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;">Puede ser conveniente usar varios de los 5 tipos de
negociación aunque ya hemos indicado nuestra preferencia hacia un estilo
colaborativo. En todo caso se requiere rigor en cuanto al proceso de
negociación, especialmente cuando hoy en día el entorno es cada vez más
virtual.</span></span></div>
</li>
<li style="font-style: normal; font-weight: normal;"><div style="font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;">Para alinear a los equipos, es fundamental aplicar con el
equipo de trabajo todas las recetas empleadas en equipo de alto rendimiento. Es
también muy positivo y eficaz organizar una sesión de Future Visioning. Y al
final se trata de manejar perfectamente la definición conjunta de objetivos.</span></span></div>
</li>
<li style="font-style: normal; font-weight: normal;"><div style="font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;">Para comprometer a un equipo sabemos que tendremos que
pasar todas las fases de cualquier curva de adaptación. El modelo de Meyer y
Allen nos puede ayudar a diseñar acciones que favorecerán el compromiso del
equipo.</span></span></div>
</li>
<li style="font-style: normal; font-weight: normal;"><div style="font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto; mso-list: l0 level1 lfo1;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;">Un buen Gobierno se basará en un modelo de performance en
3 Dimensiones, una efectiva gestión de riesgos y un enfoque hacia la mejora
continua.</span></span></div>
<div style="font-style: normal; font-weight: normal; margin-bottom: 0pt; margin-top: 0cm; mso-add-space: auto;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;"> </span></span></div>
</li>
</ul>
<span style="color: #666666; font-family: "verdana" , sans-serif;">
<span lang="ES" style="mso-ansi-language: ES;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;">Este cuarto paso de <b style="mso-bidi-font-weight: normal;">convenio</b> o compromiso asegura la
materialización de la propuesta de valor. Ahora todo está listo para pasar a la
acción.</span></span></span></span></span></span><br />
<span style="color: #666666; font-family: "verdana" , sans-serif;">
</span><br />
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><br /></span></span></span></span></span></div>
<div style="line-height: normal; margin: 0cm 0cm 0pt;">
<span lang="ES" style="mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span style="color: #666666; font-family: "verdana" , sans-serif;"><span lang="ES" style="font-family: "verdana" , sans-serif; mso-ansi-language: ES; mso-bidi-font-size: 11.0pt;"><span style="color: #666666; font-family: "verdana" , sans-serif;">¿Puedes recomendarnos
otras opciones para comprometer a tus clientes internos?</span></span></span></span></span></div>
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Stéphane Morelhttp://www.blogger.com/profile/07126442050981974493noreply@blogger.com0