El vendedor híbrido

El vendedor híbrido

03/Feb/2021 from 19:00 a 19:50

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La pandemia en curso ha acelerado la evolución hacia una nueva figura comercial: el Vendedor Híbrido. Es aquel comercial que hace años llamábamos "ninja" y conocedor de marketing, que sabe moverse con soltura combinando las habilidades y técnicas de venta consultivas presenciales con los conocimientos digitales y de Marketing que requiere una venta necesariamente en "remoto". Nos referimos a un profesional de la venta que deberá sentirse cómodo trabajando en ambos segmentos: el presencial y el remoto.

A lo largo de esta sesión el Prof. Cosimo Chiesa conversará con el Prof. Iñigo Gallo para conocer las características de esta nueva figura de vendedor híbrido que ya existía antes del Covid-19, pero cuya necesidad es hoy fundamental en una situación de pandemia que limita nuestra movilidad. 

Ponentes
Prof. Cosimo Chiesa, Dirección Comercial, IESE
Prof. Iñigo Gallo, Dirección Comercial, IESE





Speakers

  • Cosimo-Chiesa-PA.jpg

    Professor de Dirección Comercial

    Cosimo Chiesa has been a Marketing professor at IESE since 1978. He has a PhD in Economics and Marketing from Università Commerciale Luigi Bocconi in Milan and a PhD in Marketing from Università degli Studi di Pavia.<BR> <BR>Prof. Chiesa has extensive professional experience in management and consulting. His career began at the Arthur Andersen office in Milan, which was responsible at that time for all of Southern Europe. He then joined Star Food Italy, where he was appointed assistant to the president and was responsible for the company's subsidiaries. In 1970, he moved to Spain to fill the position of assistant general manager and board member of Starlux SA. In 1978, he joined Martini & Rossi Group SA as assistant general manager and board member for Spain and Portugal. During the same period, he was the vice president of Marqués de Monistrol SA and Martini & Rossi Morocco.<BR> <BR>In 1985, he founded Barna Consulting Group, a strategic consulting firm specializing in market distribution, sales management, customer loyalty and executive coaching. He is still the president of the firm today. <BR> <BR>Prof. Chiesa has done consulting work and organized training programs for several companies, including Volkswagen-Audi Spain, Telefónica, General Óptica, Gas Natural, Banc de Sabadell, United Biscuits, La Caixa, Adeslas, Repsol, Crèdit Andorrà, Schindler, Novartis, Cadbury, Inmobiliaria Colonial, Epson and Verizon Dominicana.<BR> <BR>He is a member of Top Ten Management Spain.<BR> <BR>Prof. Chiesa has published six books: <BR>- <i>Protagonista o espectador. Liderándome para liderar</i>, with Carlotta Chiesa Ghio (2011), Lid Editorial.<BR>- <i>Los pecados capitales de la venta. 40 errores a evitar en su estrategia comercial </i>(2010), Ediciones Urano, Empresa Activa.<BR>- <i>CRM. Las cinco pirámides del marketing relacional. Cómo conseguir que los clientes lleguen para quedarse</i> (2009), Ediciones Deusto, (Edición Actualizada).<BR>- <i>Dirigir vendedores es mucho más. Las claves del liderazgo comercial </i>(2008), Ed. Urano, Empresa Activa.<BR>- <i>Vender es mucho más. Secretos de la fidelización en la venta</i> (2007), Ed. Urano, Empresa Activa.<BR>- <i>Fidelizando para fidelizar. Cómo dirigir, organizar y motivar a nuestro equipo comercial </i>(2002), Ed. Eunsa.<BR>
  • Gallo, Iñigo_2018_PA.jpg

    Assistant Professor of Marketing

    Iñigo is assistant professor in the Marketing Department at IESE Business School. Iñigo has received his Ph.D. degree in Management from the Anderson School of Management, UCLA. Previous to his doctoral studies, Iñigo received an undergraduate degree in Business and Economics from the University of Barcelona, worked for a number of years as a management consultant for Everis, and received his MBA from IESE Business School.

    His research centers in the understanding of how experiential purchases - an event or series of events that one lives through - are different from material purchases - tangible objects, kept in one's possession - and how these differences influence the way consumers evaluate and choose experiences, as opposed to products. Some of the questions Iñigo studies in his research are: how does price influence a decision on an experience differently from a decision on a product? What type of advertising works best for experiences compared to products? How do consumers deal with the uncertainty that is associated with the evaluation of an experiential purchase?

    Iñigo's work has been published in different refereed and non-refereed journals in marketing and psychology. Additionally, Iñigo has presented his research at the two leading conferences in consumer behavior - Association of Consumer Research and Society of Consumer Psychology. He has also given seminars at a number of institutions, both academic and corporate.