Archive for category: Artigo

AESE insight #113

[av_layerslider id='4244'] [av_layerslider id='4245'] [av_section min_height='' min_height_px='95px' padding='no-padding' shadow='no-border-styling' bottom_border='no-border-styling' bottom_border_diagonal_color='#333333' bottom_border_diagonal_direction='' bottom_border_style='' scroll_down='aviaTBscroll_down' custom_arrow_bg='#f37421' id='' color='main_color' custom_bg='#ffffff' src='' attachment='' attachment_size='' attach='scroll' position='top left' repeat='no-repeat' video='' video_ratio='16:9' overlay_opacity='0.5' overlay_color='' overlay_pattern='' overlay_custom_pattern='' av_element_hidden_in_editor='0'][/av_section] [av_one_full first min_height='' vertical_alignment='' space='' custom_margin='' margin='0px' padding='0px' border='' border_color='' radius='0px' background_color='' src='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_heading heading='A emigração é para todos, todos, todos! ' tag='h1' style='blockquote modern-quote' size='48' subheading_active='subheading_above' subheading_size='12' padding='15' color='custom-color-heading' custom_font='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] AESE insight #113 > Thinking ahead [/av_heading] [/av_one_full] [av_section min_height='' min_height_px='500px' padding='default' shadow='no-shadow' bottom_border='no-border-styling' bottom_border_diagonal_color='#333333' bottom_border_diagonal_direction='scroll' bottom_border_style='scroll' scroll_down='' custom_arrow_bg='' id='' color='main_color' custom_bg='' src='' attach='scroll' position='top left' repeat='no-repeat' video='' video_ratio='16:9' video_mobile_disabled='' overlay_enable='' overlay_opacity='0.5' overlay_color='' overlay_pattern='' overlay_custom_pattern='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av_element_hidden_in_editor='0'] [av_one_third first min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_image src='https://www.aese.pt/wp-content/uploads/2024/03/AESE-insight-113-2.png' attachment='4642103' attachment_size='full' align='center' styling='' hover='' link='post,11624' target='' caption='' font_size='' appearance='' overlay_opacity='0.4' overlay_color='#000000' overlay_text_color='#ffffff' animation='no-animation' admin_preview_bg=''][/av_image] [av_heading tag='h3' padding='10' heading='Pedro Afonso' color='' style='blockquote modern-quote' custom_font='' size='' subheading_active='subheading_below' subheading_size='15' custom_class='' admin_preview_bg='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size=''] Psiquiatra e Professor de Fator Humano na Organização da AESE Business School [/av_heading] [/av_one_third][av_three_fifth min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_textblock size='' font_color='' color='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] Os jovens diplomados não emigram apenas pelos baixos salários praticados, muitos desejam simplesmente ter uma “vida normal”. Esta é uma geração com receio de ter filhos, pobre e desconsiderada.
Após termos reunido cerca de um milhão e meio de jovens no nosso país, durante as JMJ, a mensagem política sobre o futuro, que o Estado laico tem para dar aos jovens licenciados portugueses, parece ser a da emigração.
Notícias recentes revelam que existe de facto um êxodo de jovens diplomados para o estrangeiro. Saem do país à procura de melhores salários, maior reconhecimento e melhor qualidade de vida.
Perante esta autêntica “hemorragia social”, o governo decide aplicar um penso rápido. O primeiro-ministro anunciou que, por cada ano de trabalho em Portugal, vai devolver um ano de propinas pagas numa universidade pública do país, o correspondente a 697 euros. Foram ainda anunciadas algumas medidas no IRS Jovem, com bonificações nos primeiros anos de trabalho e a oferta de uma viagem, em parceria com a CP e as pousadas de juventude para conhecer a diversidade e beleza do país.
Para muitos, esta será provavelmente uma viagem de despedida, pois o destino de milhares de jovens está traçado: emigrar para trabalhar fora do país. Perante esta fatalidade, as famílias sofrem impotentes, uma vez que não foi este o país que os pais sonharam para os seus filhos.
Os salários baixos e a falta de reconhecimento das competências profissionais são dois fatores que levam os jovens a emigrar, mas não são os únicos. A falta de qualidade de vida é muitas vezes apontada como um dos motivos que leva à saída do país. Já há vários anos que acompanho jovens diplomados que entram no mercado de trabalho. As principais queixas reportadas referem-se ao autêntico sequestro que sentem pelo trabalho, devido ao excessivo número de horas de trabalho presencial e à enorme pressão psicológica no contexto profissional.
Infelizmente, o excesso de carga horária é prática comum em várias empresas e grandes escritórios de advogados, uma vez que exigem 12-14 horas de trabalho diário presencial. Começa aqui a primeira grande desilusão. Subitamente estes jovens tomam consciência de que perderam a liberdade; a vida pessoal fica adiada. Dispor tempo para o desporto, atividades de lazer, convívio com os amigos e a família, torna-se praticamente impossível.
Este é um problema cultural do nosso país que deve ser combatido, pois a presença prolongada no local de trabalho não se traduz em maior produtividade. É um caminho errado que retira qualidade de vida aos jovens, dificulta a conciliação trabalho-família, constituindo um fator que leva frequentemente a um aumento de doenças psiquiátricas e a uma sociedade de “berços vazios” (envelhecida e sem crianças).
Curiosamente, durante a JMJ, o Papa Francisco abordou este assunto no discurso que fez no CCB: ”E o futuro são os jovens … os ritmos frenéticos em que se veem imersos, o aumento do custo de vida, a dificuldade de encontrar uma casa e, ainda mais preocupante, o medo de constituir família e trazer filhos ao mundo”.
Do meu ponto de vista, os jovens diplomados não emigram apenas pelos baixos salários praticados em Portugal, muitos desejam simplesmente ter uma “vida normal”. Esta é uma geração com receio de ter filhos, pobre, deprimida e desconsiderada. Nunca é demais denunciar estes abusos à dignidade humana. Pelos vistos o governo não os compreende, já que não se resolvem pela via do IRS bonificado ou com a oferta de bilhetes da CP para visitar a beleza paisagística nacional.
Os jovens atualmente são capturados por um sistema que considera o lucro como um dogma do desenvolvimento económico e a concorrência sem limites como um motor essencial do progresso. Para alcançar estes objetivos, as pessoas são “coisificadas”, desprovidas de direitos sobre a sua uma vida pessoal e familiar, transformadas numa peça de um mecanismo industrial produtivo que alimenta a economia, mas que deslaça as famílias, através da emigração forçada das gerações mais jovens, e nos humilha a todos, todos, todos.

Artigo publicado no Observador [/av_textblock] [/av_three_fifth][av_hr class='default' height='50' shadow='no-shadow' position='center' custom_border='av-border-thin' custom_width='50px' custom_border_color='' custom_margin_top='30px' custom_margin_bottom='30px' icon_select='yes' custom_icon_color='' icon='ue808' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide=''] [/av_section][av_section min_height='' min_height_px='500px' padding='default' shadow='no-shadow' bottom_border='no-border-styling' bottom_border_diagonal_color='#333333' bottom_border_diagonal_direction='scroll' bottom_border_style='scroll' scroll_down='' custom_arrow_bg='' id='' color='main_color' custom_bg='' src='' attach='scroll' position='top left' repeat='no-repeat' video='' video_ratio='16:9' video_mobile_disabled='' overlay_enable='' overlay_opacity='0.5' overlay_color='' overlay_pattern='' overlay_custom_pattern='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av_element_hidden_in_editor='0'] [av_one_third first min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_image src='https://www.aese.pt/wp-content/uploads/2024/03/AESE-insight-113-1.png' attachment='4642099' attachment_size='full' align='center' styling='' hover='' link='manually,http://www.aese.pt/aese-insight-113/' target='' caption='' font_size='' appearance='' overlay_opacity='0.4' overlay_color='#000000' overlay_text_color='#ffffff' animation='no-animation' admin_preview_bg=''][/av_image] [av_heading tag='h3' padding='10' heading='Faltam casas, sobram regras' color='' style='blockquote modern-quote' custom_font='' size='' subheading_active='subheading_below' subheading_size='15' custom_class='' admin_preview_bg='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size=''] Luís Cabral Professor da Universidade de Nova Iorque e colaborador na AESE [/av_heading] [/av_one_third][av_one_third min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_image src='https://www.aese.pt/wp-content/uploads/2024/03/AESE-insight-113-3.png' attachment='4642107' attachment_size='full' align='center' styling='' hover='' link='manually,http://www.aese.pt/aese-insight-113-3/' target='' caption='' font_size='' appearance='' overlay_opacity='0.4' overlay_color='#000000' overlay_text_color='#ffffff' animation='no-animation' admin_preview_bg=''][/av_image] [av_heading heading='Assim não vamos lá' tag='h3' style='blockquote modern-quote' size='' subheading_active='subheading_below' subheading_size='15' padding='10' color='' custom_font='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] Bruno Proença Professor da Área de Política de Empresa da AESE Business School [/av_heading] [/av_one_third][av_one_third min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [/av_one_third][av_hr class='default' height='50' shadow='no-shadow' position='center' custom_border='av-border-thin' custom_width='50px' custom_border_color='' custom_margin_top='30px' custom_margin_bottom='30px' icon_select='yes' custom_icon_color='' icon='ue808' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide=''] [/av_section] [av_one_full first min_height='' vertical_alignment='' space='' custom_margin='' margin='0px' padding='0px' border='' border_color='' radius='0px' background_color='' src='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_heading heading='As recomendações de leitura' tag='h1' style='blockquote modern-quote' size='48' subheading_active='' subheading_size='12' padding='15' color='custom-color-heading' custom_font='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] AESE insight #108 > Thinking ahead [/av_heading] [/av_one_full] [av_section min_height='' min_height_px='500px' padding='default' shadow='no-shadow' bottom_border='no-border-styling' bottom_border_diagonal_color='#333333' bottom_border_diagonal_direction='scroll' bottom_border_style='scroll' scroll_down='' custom_arrow_bg='' id='' color='main_color' custom_bg='' src='' attach='scroll' position='top left' repeat='no-repeat' video='' video_ratio='16:9' video_mobile_disabled='' overlay_enable='' overlay_opacity='0.5' overlay_color='' overlay_pattern='' overlay_custom_pattern='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av_element_hidden_in_editor='0'] [av_one_third first min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' 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caption='' font_size='' appearance='' overlay_opacity='0.4' overlay_color='#000000' overlay_text_color='#ffffff' animation='no-animation' admin_preview_bg=''][/av_image] [/av_one_third][av_hr class='default' height='50' shadow='no-shadow' position='center' custom_border='av-border-thin' custom_width='50px' custom_border_color='' custom_margin_top='30px' custom_margin_bottom='30px' icon_select='yes' custom_icon_color='' icon='ue808' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide=''] [/av_section] [av_section min_height='' min_height_px='500px' padding='default' shadow='no-shadow' bottom_border='no-border-styling' bottom_border_diagonal_color='#333333' bottom_border_diagonal_direction='scroll' bottom_border_style='scroll' scroll_down='' custom_arrow_bg='' id='' color='main_color' custom_bg='' src='' attach='scroll' position='top left' repeat='no-repeat' video='' video_ratio='16:9' video_mobile_disabled='' overlay_enable='' overlay_opacity='0.5' overlay_color='' 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padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [/av_one_third][av_one_third min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [/av_one_third][av_hr class='default' height='50' shadow='no-shadow' position='center' custom_border='av-border-thin' custom_width='50px' custom_border_color='' custom_margin_top='30px' custom_margin_bottom='30px' icon_select='yes' custom_icon_color='' icon='ue808' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide=''] [/av_section]

AESE insight #112

[av_layerslider id='4226'] [av_layerslider id='4225'] [av_section min_height='' min_height_px='95px' padding='no-padding' shadow='no-border-styling' bottom_border='no-border-styling' bottom_border_diagonal_color='#333333' bottom_border_diagonal_direction='' bottom_border_style='' scroll_down='aviaTBscroll_down' custom_arrow_bg='#f37421' id='' color='main_color' custom_bg='#ffffff' src='' attachment='' attachment_size='' attach='scroll' position='top left' repeat='no-repeat' video='' video_ratio='16:9' overlay_opacity='0.5' overlay_color='' overlay_pattern='' overlay_custom_pattern='' av_element_hidden_in_editor='0'][/av_section] [av_one_full first min_height='' vertical_alignment='' space='' custom_margin='' margin='0px' padding='0px' border='' border_color='' radius='0px' background_color='' src='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_heading heading='Os artigos' tag='h1' style='blockquote modern-quote' size='48' subheading_active='subheading_above' subheading_size='12' padding='15' color='custom-color-heading' custom_font='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] AESE insight #112 > Thinking ahead [/av_heading] [/av_one_full] [av_section min_height='' min_height_px='500px' padding='default' shadow='no-shadow' bottom_border='no-border-styling' bottom_border_diagonal_color='#333333' bottom_border_diagonal_direction='scroll' bottom_border_style='scroll' scroll_down='' custom_arrow_bg='' id='' color='main_color' custom_bg='' src='' attach='scroll' position='top left' repeat='no-repeat' video='' video_ratio='16:9' video_mobile_disabled='' overlay_enable='' overlay_opacity='0.5' overlay_color='' overlay_pattern='' overlay_custom_pattern='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av_element_hidden_in_editor='0'] [av_one_third first min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_image src='https://www.aese.pt/wp-content/uploads/2024/03/2.png' attachment='4249051' attachment_size='full' align='center' styling='' hover='' link='manually,http://www.aese.pt/aese-insight-112/' target='' caption='' font_size='' appearance='' overlay_opacity='0.4' overlay_color='#000000' overlay_text_color='#ffffff' animation='no-animation' admin_preview_bg=''][/av_image] [av_heading heading='A Era da Inteligência Artificial Generativa ao serviço das organizações' tag='h3' style='blockquote modern-quote' size='' subheading_active='subheading_below' subheading_size='15' padding='10' color='' custom_font='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] Francesco Costigliola Chief Analytics Officer @ CGD | Data & Analytics Executive | Teaching Fellow at AESE Business School [/av_heading] [/av_one_third][av_one_third min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_image src='https://www.aese.pt/wp-content/uploads/2024/03/4.png' attachment='4249075' attachment_size='full' align='center' styling='' hover='' link='manually,http://www.aese.pt/aese-insight-112-2/' target='' caption='' font_size='' appearance='' overlay_opacity='0.4' overlay_color='#000000' overlay_text_color='#ffffff' animation='no-animation' admin_preview_bg=''][/av_image] [av_heading heading='Global economic outlook in a world fraught with polarization' tag='h3' style='blockquote modern-quote' size='' subheading_active='subheading_below' subheading_size='15' padding='10' color='' custom_font='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] Núria Mas Professor of Economics at IESE Business School [/av_heading] [/av_one_third][av_one_third min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [/av_one_third][av_hr class='default' height='50' shadow='no-shadow' position='center' custom_border='av-border-thin' custom_width='50px' custom_border_color='' custom_margin_top='30px' custom_margin_bottom='30px' icon_select='yes' custom_icon_color='' icon='ue808' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide=''] [/av_section] [av_one_full first min_height='' vertical_alignment='' space='' custom_margin='' margin='0px' padding='0px' border='' border_color='' radius='0px' background_color='' src='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_heading heading='As recomendações de leitura' tag='h1' style='blockquote modern-quote' size='48' subheading_active='' subheading_size='12' padding='15' color='custom-color-heading' custom_font='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] AESE insight #108 > Thinking ahead [/av_heading] [/av_one_full] [av_section min_height='' min_height_px='500px' padding='default' shadow='no-shadow' bottom_border='no-border-styling' bottom_border_diagonal_color='#333333' bottom_border_diagonal_direction='scroll' bottom_border_style='scroll' scroll_down='' custom_arrow_bg='' id='' color='main_color' custom_bg='' src='' attach='scroll' position='top left' repeat='no-repeat' video='' video_ratio='16:9' video_mobile_disabled='' overlay_enable='' overlay_opacity='0.5' overlay_color='' overlay_pattern='' overlay_custom_pattern='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av_element_hidden_in_editor='0'] [av_one_third first min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_image src='https://www.aese.pt/wp-content/uploads/2024/03/6.png' attachment='4249087' attachment_size='full' align='center' styling='' hover='' link='manually,http://www.iese.edu/standout/raise-visibility-work/?utm_source=redes&utm_medium=social&utm_campaign=contentteam' target='_blank' caption='' font_size='' appearance='' overlay_opacity='0.4' overlay_color='#000000' overlay_text_color='#ffffff' animation='no-animation' admin_preview_bg=''][/av_image] [/av_one_third][av_one_third min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_image src='https://www.aese.pt/wp-content/uploads/2024/03/7.png' attachment='4249089' attachment_size='full' align='center' styling='' hover='' link='manually,http://www.weforum.org/agenda/2024/02/ai-creative-industries-davos/?_gl=1*l4n9jc*_up*MQ..&gclid=Cj0KCQiA84CvBhCaARIsAMkAvkJgHvTry8yszy6V_oTpzObCShc4Ep_A_1OwVKyJROZiMn-pcG2PFvEaAn54EALw_wcB' target='_blank' caption='' font_size='' appearance='' overlay_opacity='0.4' overlay_color='#000000' overlay_text_color='#ffffff' animation='no-animation' admin_preview_bg=''][/av_image] [/av_one_third][av_one_third min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_image src='https://www.aese.pt/wp-content/uploads/2024/03/8.png' attachment='4249091' attachment_size='full' align='center' styling='' hover='' link='manually,http://www.iese.edu/insight/articles/israel-ukraine-us-china-europe-geopolitical-landscape/' target='_blank' caption='' font_size='' appearance='' overlay_opacity='0.4' overlay_color='#000000' overlay_text_color='#ffffff' animation='no-animation' admin_preview_bg=''][/av_image] [/av_one_third][av_hr class='default' height='50' shadow='no-shadow' position='center' custom_border='av-border-thin' custom_width='50px' custom_border_color='' custom_margin_top='30px' custom_margin_bottom='30px' icon_select='yes' custom_icon_color='' icon='ue808' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide=''] [/av_section] [av_section min_height='' min_height_px='500px' padding='default' shadow='no-shadow' bottom_border='no-border-styling' bottom_border_diagonal_color='#333333' bottom_border_diagonal_direction='scroll' bottom_border_style='scroll' scroll_down='' custom_arrow_bg='' id='' color='main_color' custom_bg='' src='' attach='scroll' position='top left' 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target='_blank' caption='' font_size='' appearance='' overlay_opacity='0.4' overlay_color='#000000' overlay_text_color='#ffffff' animation='no-animation' admin_preview_bg=''][/av_image] [/av_one_third][av_one_third min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_image src='https://www.aese.pt/wp-content/uploads/2024/03/Image-excert-1080x1080.png' attachment='4249128' attachment_size='full' align='center' styling='' hover='' link='' target='_blank' caption='' font_size='' appearance='' overlay_opacity='0.4' overlay_color='#000000' overlay_text_color='#ffffff' animation='no-animation' admin_preview_bg=''][/av_image] [/av_one_third][av_one_third min_height='' 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AESE insight #112

[av_layerslider id='4226'] [av_layerslider id='4225'] [av_section min_height='' min_height_px='95px' padding='no-padding' shadow='no-border-styling' bottom_border='no-border-styling' bottom_border_diagonal_color='#333333' bottom_border_diagonal_direction='' bottom_border_style='' scroll_down='aviaTBscroll_down' custom_arrow_bg='#f37421' id='' color='main_color' custom_bg='#ffffff' src='' attachment='' attachment_size='' attach='scroll' position='top left' repeat='no-repeat' video='' video_ratio='16:9' overlay_opacity='0.5' overlay_color='' overlay_pattern='' overlay_custom_pattern='' av_element_hidden_in_editor='0'][/av_section] [av_one_full first min_height='' vertical_alignment='' space='' custom_margin='' margin='0px' padding='0px' border='' border_color='' radius='0px' background_color='' src='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_heading heading='Global economic outlook in a world fraught with polarization ' tag='h1' style='blockquote modern-quote' size='48' subheading_active='subheading_above' subheading_size='12' padding='15' color='custom-color-heading' custom_font='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] AESE insight #112 > Thinking ahead [/av_heading] [/av_one_full][av_section min_height='' min_height_px='500px' padding='default' shadow='no-shadow' bottom_border='no-border-styling' bottom_border_diagonal_color='#333333' bottom_border_diagonal_direction='scroll' bottom_border_style='scroll' scroll_down='' custom_arrow_bg='' id='' color='main_color' custom_bg='' src='' attach='scroll' position='top left' repeat='no-repeat' video='' video_ratio='16:9' video_mobile_disabled='' overlay_enable='' overlay_opacity='0.5' overlay_color='' overlay_pattern='' overlay_custom_pattern='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av_element_hidden_in_editor='0'] [av_one_third first min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_image src='https://www.aese.pt/wp-content/uploads/2024/03/4.png' attachment='4249075' attachment_size='full' align='center' styling='' hover='' link='manually,http://www.iese.edu/faculty-research/faculty/nuria-mas/' target='' caption='' font_size='' appearance='' overlay_opacity='0.4' overlay_color='#000000' overlay_text_color='#ffffff' animation='no-animation' admin_preview_bg=''][/av_image] [av_heading heading='Núria Mas' tag='h3' style='blockquote modern-quote' size='' subheading_active='subheading_below' subheading_size='15' padding='10' color='' custom_font='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] Professor of Economics at IESE Business School [/av_heading] [/av_one_third][av_three_fifth min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_textblock size='' font_color='' color='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] China’s slowing economic growth and uncertain elections in the U.S. and the EU keep the world on edge.
The global economic outlook for the next two years does not look exceptional.
A steady economic growth of 3.1% is projected for 2024, up slightly from 3.0% last year. For 2025, that growth is expected to rise marginally to 3.2%, highlighting a two-year forecast below the pre-pandemic average of 3.8%.
Speaking at a special session in Barcelona, IESE Professor Nuria Mas said this moderate, but sustained, growth is a result of various factors.
On the one hand, China — the second largest economy in the world — is seeing slow economic growth. Then, there are two highly polarized elections: the European Parliament election in June and the U.S. presidential election in November, both of which could have worldwide ramifications for things like climate change and the distribution of raw materials. Geopolitical shocks like the continued attacks in the Red Sea could result in new commodity price spikes. And the accelerated use of artificial intelligence (AI) is rocking workplaces around the globe.
China’s slowing economic growth
The U.S. fared much better than expected in 2023 and avoided the recession that economists had initially predicted. On the other hand, the EU only managed to stay afloat, with Germany in a recession but a surprisingly strong year for Spain. India also fared well, surpassing most other emerging economies in growth.
But China, which represents a large part of global GDP, grew very little last year, despite reopening its borders after years of strict COVID-19 lockdowns, which was expected to improve economic activity.
This is a distinct change to the status quo. For three decades, China’s economy had been growing faster than any other nation in the world, at a rate of 10%. But in recent years, that number began to decrease — and is now at 4.5%, less than half of its former average.
Mas attributes the problem in part to the country’s real estate bubble.
As of this year, half of China’s biggest construction companies have gone under, a worrisome figure for an industry that employs a large part of the workforce. According to Mas, an estimated 2 million college graduates are employed for every 1% of the nation’s GDP growth — and the country generates 12 million college graduates every year.
That means China needs a GDP growth of at least 6% a year to employ every graduate — a discord that has resulted in a youth unemployment rate of over 20%. Mas says the key is finding an alternative to the construction sector.
A year of important elections
The 2024 European Parliament elections are expected to be among the most polarized in the bloc’s history.
Many countries are expected to see a major shift to the right, including parties that run on an anti-European platform, which could result in a coalition of far-right parties. Such an outcome could have significant consequences for EU policies and foreign affairs.
Mas says European regulations can set the stage for local policies; in that sense, EU elections can sometimes have more of an impact than national elections. A turn to the right could force governments to look at where they allocate taxpayers’ money and make difficult decisions on what to prioritize: Will it be healthcare? Education? Pensions? Renewable energies?
Climate change policies could face a big challenge, with center-left and green parties expected to lose seats in the European Parliament. Across the continent, agricultural workers have taken to the streets in recent months to protest EU regulations requiring the cutback of CO2 emissions and pesticide use.
The U.S. presidential election could also have repercussions in Europe and the rest of the world. While both political parties agree on their strategic rivalry with China, they differ on global trade policies, with Republicans wanting to keep business operations in the U.S., while Democrats are willing to outsource to allies. Additionally, a Trump presidency could result in lessened U.S. security guarantees if the war in Ukraine spreads to the rest of Europe.
How to incorporate AI into the workforce
One of this year’s hot topics is AI.
New legislation to regulate the technology — the first in the world — is scheduled to be voted on by the European Parliament in April. It would ensure AI complies with the protection of fundamental rights by setting guardrails and boosting innovation.
Regarding the fear of job displacement by AI, Mas points out that machines may replace human labor in some cases, but they also create new jobs. In car manufacturing, for example, the introduction of robots into factories increased production so much that demand for labor actually increased, as there was more call for jobs requiring fine motor skills, such as installing windshield wipers or windows.
Machines replacing humans becomes a problem when the replacement doesn’t actually speed up productivity or create new roles — for example, self-service checkouts in supermarkets. Shoppers don’t necessarily move through the line faster, and cashiers aren’t given new tasks.
This, Mas says, is what we need to keep in mind in how we approach AI incorporation in the workforce: Only implement it when needed — where it can speed up productivity, create new jobs — and make those decisions sensibly.

Article published on IESE insight >> [/av_textblock] [/av_three_fifth][av_hr class='default' height='50' shadow='no-shadow' position='center' custom_border='av-border-thin' custom_width='50px' custom_border_color='' custom_margin_top='30px' custom_margin_bottom='30px' icon_select='yes' custom_icon_color='' icon='ue808' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide=''] [/av_section][av_section min_height='' min_height_px='500px' padding='default' shadow='no-shadow' bottom_border='no-border-styling' bottom_border_diagonal_color='#333333' bottom_border_diagonal_direction='scroll' bottom_border_style='scroll' scroll_down='' custom_arrow_bg='' id='' color='main_color' custom_bg='' src='' attach='scroll' position='top left' repeat='no-repeat' video='' video_ratio='16:9' video_mobile_disabled='' overlay_enable='' overlay_opacity='0.5' overlay_color='' overlay_pattern='' overlay_custom_pattern='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' 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subheading_active='subheading_below' subheading_size='15' custom_class='' admin_preview_bg='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size=''] Francesco Costigliola Chief Analytics Officer @ CGD | Data & Analytics Executive | Teaching Fellow at AESE Business School [/av_heading] [/av_one_third][av_one_third min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [/av_one_third][av_one_third min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [/av_one_third][av_hr class='default' height='50' shadow='no-shadow' position='center' custom_border='av-border-thin' custom_width='50px' custom_border_color='' custom_margin_top='30px' custom_margin_bottom='30px' icon_select='yes' custom_icon_color='' icon='ue808' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide=''] [/av_section][av_one_full first min_height='' vertical_alignment='' space='' custom_margin='' margin='0px' padding='0px' border='' border_color='' radius='0px' background_color='' src='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_heading heading='As recomendações de leitura' tag='h1' style='blockquote modern-quote' size='48' subheading_active='' subheading_size='12' 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AESE insight #111

[av_layerslider id='4190'] [av_layerslider id='4191'] [av_section min_height='' min_height_px='95px' padding='no-padding' shadow='no-border-styling' bottom_border='no-border-styling' bottom_border_diagonal_color='#333333' bottom_border_diagonal_direction='' bottom_border_style='' scroll_down='aviaTBscroll_down' custom_arrow_bg='#f37421' id='' color='main_color' custom_bg='#ffffff' src='' attachment='' attachment_size='' attach='scroll' position='top left' repeat='no-repeat' video='' video_ratio='16:9' overlay_opacity='0.5' overlay_color='' overlay_pattern='' overlay_custom_pattern='' av_element_hidden_in_editor='0'][/av_section] [av_one_full first min_height='' vertical_alignment='' space='' custom_margin='' margin='0px' padding='0px' border='' border_color='' radius='0px' background_color='' src='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_heading heading='Caeteris Paribus, Vender é o melhor remédio ' tag='h1' style='blockquote modern-quote' size='48' subheading_active='subheading_above' subheading_size='12' padding='15' color='custom-color-heading' custom_font='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] AESE insight #111 > Thinking ahead [/av_heading] [/av_one_full][av_section min_height='' min_height_px='500px' padding='default' shadow='no-shadow' bottom_border='no-border-styling' bottom_border_diagonal_color='#333333' bottom_border_diagonal_direction='scroll' bottom_border_style='scroll' scroll_down='' custom_arrow_bg='' id='' color='main_color' custom_bg='' src='' attach='scroll' position='top left' repeat='no-repeat' video='' video_ratio='16:9' video_mobile_disabled='' overlay_enable='' overlay_opacity='0.5' overlay_color='' overlay_pattern='' overlay_custom_pattern='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av_element_hidden_in_editor='0'] [av_one_third first min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_image src='https://www.aese.pt/wp-content/uploads/2024/02/2-1.png' attachment='3914512' attachment_size='full' align='center' styling='' hover='' link='post,11647' target='' caption='' font_size='' appearance='' overlay_opacity='0.4' overlay_color='#000000' overlay_text_color='#ffffff' animation='no-animation' admin_preview_bg=''][/av_image] [av_heading heading='Pedro Nuno Ferreira' tag='h3' style='blockquote modern-quote' size='' subheading_active='subheading_below' subheading_size='15' padding='10' color='' custom_font='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] Teaching Fellow na área de Política Comercial e Marketing na AESE Business School, Head of Automotive Financial Services e Membro da Comissão Executiva do no BNP Paribas Personal Finance Portugal [/av_heading] [/av_one_third][av_three_fifth min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_textblock size='' font_color='' color='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] As vendas são a área mais importante numa empresa.
As vendas são o único meio de criar valor, produzir, fazer coisas ou ter software para prestar serviços e não os vender não cria valor, é no acto da venda, em que se propõe um produto ou serviço a um cliente e este o compra, que o valor é criado para quem vende e, quando é utilizado, para quem compra. Os stocks até podem apreciar, mas só valorizam quando são vendidos, comprados e utilizados.
Vender ou não vender, eis a questão colocada pelas Finanças Estruturais. Para as Finanças Estruturais nem todas as vendas são boas, quando as vendas geram stock altos, prazos de pagamento de clientes longos e empate de capital elevado, ou têm margens muito altas que suportem tudo isso ou podem não ser uma boa solução porque mais vendas podem gerar proporcionalmente menos margem.
Para as empresas éticas, que valorizam o compliance, nem todas as vendas são boas, se o cliente tiver um problema de reputação, por razões fiscais, criminais ou éticas, talvez seja mais prudente não lhe vender. Os danos que um cliente destes pode causar podem destruir uma empresa, e a reputação é o maior risco que as grandes empresas correm nos nossos dias de imediatismo no social media, muito maior do que o eventual risco de crédito ou operacional.
Vendas sem valor para o cliente não são boas vendas, um cliente só é nosso cliente quando volta e nos compra uma segunda vez, um cliente só volta a comprar-nos se tiver criado valor com a compra que nos fez.
Todas as vendas (C2C, B2C, B2B, B2B2C ou inside sales) são complexas, vendas B2B são-no especialmente, vendas no C-level são-no ainda muito mais.
A venda complexa bem sucedida indica frequentemente que estamos perante o perfil ideal de cliente, aquele que confia em nós e que fala bem de nós que é nosso advocatus (em latim significa defensor). Fazer de um cliente nosso advogado é a missão de quem vende, pôr o cliente a defender-nos é o sonho de todos os bons vendedores, e.g., Apple e Tesla. Só vendas com repartição justa do valor entre vendedor e cliente geram clientes advocati.
Mas quem é o vendedor destas super marcas, como a Apple e Tesla, que só têm clientes advocati? Seguramente não é uma pessoa numa loja, talvez seja alguém chamado Steve ou Elon, que criaram uma notável necessidade por vezes irracional que nos leva a comprar, ou então uns magníficos departamentos de produto, marketing e comunicação que fazem perdurar essa necessidade nos consumidores.
Para ter clientes advocati há ainda outra regra de ouro: nunca dizer mal dos concorrentes, nem dos seus produtos e serviços, nem dos seus sistemas nem das suas pessoas.
As Direcções de Vendas têm duas missões maiores em cada dia, que é como quem diz, sempre: vender o hoje de manhã e o amanhã de tarde. Quando só vendem o hoje, e é muito importante vender o hoje, maximizar todos os dias as vendas de hoje, quando só pensam no amanhã e nos que irão vender quando “isto estiver a correr bem” não pagam a conta e talvez as Finanças Estruturais tenham razão.
As Vendas eficazes nas empresas modernas preocupam-se com o presente, para o optimizar, e preparam adequadamente o futuro, combinam a acção com o pensamento, ou mais sofisticadamente, a táctica com a estratégia.
As principais missões de um Key Account Manager são conhecer tudo do seu cliente (e.g., necessidades, decisores, equilíbrios de poder, hábitos de compra e de pagamento, propósito, comportamento ético, estratégia, modelo de negócio), maximizar as vendas ao dito cliente e evitar-lhe request for proposal, ou pelo menos colaborar e condicionar a elaboração das mesmas.
Citando livremente o Prof. Markus Christen, a relação entre a a) situação da compra: 1) nova, 2) modificada ou 3) repetida, versus a b) situação do fornecedor: 1) existente, 2) existente para outros produtos ou serviços ou 3) novo é o risco percebido pelo comprador que obriga o fornecedor a implementar estratégias de redução do risco face a essa relação.
O Prof. Christen quer dizer que o fornecedor incumbente, se não estiver a performar mal, tem sempre vantagem face a novos entrantes quer para vendas recorrentes quer para vendas novas.
A empresa eficiente em vendas complexas reinventa-se permanentemente, questionando as alavancas da estratégia de vendas: 1) compensação, 2) estrutura e organização e 3) recrutamento e formação, usando-as ciclicamente para o seu processo de transformação. Adequando o processo de vendas ao objectivo de vendas, usando aquelas alavancas de forma coordenada.
O funil de vendas é onde todo este processo, de vendas, se passa, onde passamos do prospecto suspeito ao cliente que compra, recorrentemente, o marketplace, citando o Prof. Frank Cespedes, “é o único sítio onde se cria ou destrói valor”.
O marketplace, a loja, o mercado, físico ou digital, com ou sem vendedores, é assim o sítio onde se compra e vende, onde se encontram prospectos, clientes e vendedores, físicos ou digitais.
Caeteris paribus, vender bem é o mais importante! #aesebschool #caeterisparibus

Este artigo segue a grafia oficial e única da Língua Portuguesa, anterior ao ilegítimo pseudo novo acordo ortográfico de 1990 ao qual o autor oficial e radicalmente se opõe.

Bibliografia utilizada livremente: Cespedes, Frank V. (2014). Aligning Strategy and Sales, Harvard Business Review Press Cespedes, Frank V. (2021). Sales Management That Works, Harvard Business Review Press Fisher, R.; Ury, W.; Patton, B. (2001). Como Conduzir Uma Negociação, Edições ASA Godes, David B, A. (2003). Case ENSR International, Harvard Business Publishing, HBS 9-503-075 e 5-503-094 Kristen, Markus; Bruno, Hernan (2017). Case Akita Injection Moulding System: The Lost Sale, Instead, 517-0050-1. Kahneman, D., & Tversky, A. (2013). Prospect theory: An analysis of decision under risk Maister, D. H., Green, C. H., & Galford, R. M. (2000). The trusted advisor. Simon and Schuster Miller, R. B., Heiman, S. E., Sanchez, D., & Tuleja, T. (2004). The new strategic selling. Kogan Page Publishers Morgado, A. (2019). B2B Marketing, Uma abordagem prática em mercados industriais. Actual Editora. Roberge, M. (2015). The sales acceleration formula. John Wiley & Sons Trailer, B. e Dickie J. (2006). Understand what your Sales Manager is up against, Harvard Business Review

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AESE insight #111

[av_layerslider id='4190'] [av_layerslider id='4191'] [av_section min_height='' min_height_px='95px' padding='no-padding' shadow='no-border-styling' bottom_border='no-border-styling' bottom_border_diagonal_color='#333333' bottom_border_diagonal_direction='' bottom_border_style='' scroll_down='aviaTBscroll_down' custom_arrow_bg='#f37421' id='' color='main_color' custom_bg='#ffffff' src='' attachment='' attachment_size='' attach='scroll' position='top left' repeat='no-repeat' video='' video_ratio='16:9' overlay_opacity='0.5' overlay_color='' overlay_pattern='' overlay_custom_pattern='' av_element_hidden_in_editor='0'][/av_section] [av_one_full first min_height='' vertical_alignment='' space='' custom_margin='' margin='0px' padding='0px' border='' border_color='' radius='0px' background_color='' src='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_heading heading='5 casos en los que deberíamos dedicar más tiempo y esfuerzo a la venta ' tag='h1' style='blockquote modern-quote' size='48' subheading_active='subheading_above' subheading_size='12' padding='15' color='custom-color-heading' custom_font='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] AESE insight #111 > Thinking ahead [/av_heading] [/av_one_full][av_section min_height='' min_height_px='500px' padding='default' shadow='no-shadow' bottom_border='no-border-styling' bottom_border_diagonal_color='#333333' bottom_border_diagonal_direction='scroll' bottom_border_style='scroll' scroll_down='' custom_arrow_bg='' id='' color='main_color' custom_bg='' src='' attach='scroll' position='top left' repeat='no-repeat' video='' video_ratio='16:9' video_mobile_disabled='' overlay_enable='' overlay_opacity='0.5' overlay_color='' overlay_pattern='' overlay_custom_pattern='' av-desktop-hide='' av-medium-hide='' av-small-hide='' av-mini-hide='' av_element_hidden_in_editor='0'] [av_one_third first min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_image src='https://www.aese.pt/wp-content/uploads/2024/02/4.png' attachment='3914463' attachment_size='full' align='center' styling='' hover='' link='manually,http://www.aese.pt/aese-insight-111-3/' target='' caption='' font_size='' appearance='' overlay_opacity='0.4' overlay_color='#000000' overlay_text_color='#ffffff' animation='no-animation' admin_preview_bg=''][/av_image] [av_heading heading='Cosimo Chiesa' tag='h3' style='blockquote modern-quote' size='' subheading_active='subheading_below' subheading_size='15' padding='10' color='' custom_font='' av-medium-font-size-title='' av-small-font-size-title='' av-mini-font-size-title='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] Fundador e Presidente do Barna Consulting Group, foi professor de Comercial e Marketing no IESE Business School e na AESE Business School [/av_heading] [/av_one_third][av_three_fifth min_height='' vertical_alignment='av-align-top' space='' margin='0px' margin_sync='true' padding='0px' padding_sync='true' border='5' border_color='' radius='0px' radius_sync='true' background_color='' src='' attachment='' attachment_size='' background_position='top left' background_repeat='no-repeat' animation='' mobile_breaking='' mobile_display=''] [av_textblock size='' font_color='' color='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' admin_preview_bg=''] Si echamos la vista atrás y pensamos en el tiempo que hemos dedicado a formalizar algunas ventas con el cliente, posiblemente nos quede la sensación de haber invertido, en ocasiones, un esfuerzo más que considerable y que no tuvo los resultados previstos.
La venta, a menudo, se asemeja a una carrera de fondo para la que nos tenemos que preparar a conciencia y en la que debemos invertir tiempo y energía para conseguir llegar a la meta. Pero ni todas las veces lo conseguimos, ni todas las carreras valen la pena. Por eso es importante que hagamos un entrenamiento previo que nos ahorrará muchas horas de dedicación en vano.
Mi consejo es tan sencillo como práctico, y tiene como fundamento la Ley de Parkinson, según la cual, para una tarea a la que no hemos establecido límites, corremos el riesgo de dedicar todo el tiempo del que dispongamos. Te recomiendo, pues, que tengas en cuenta cinco casos concretos que te ayudarán a identificar el tipo de cliente ante el que te encuentras y a decidir qué parte de tus recursos dedicas a la venta.
Ya sea para aumentar la probabilidad de éxito de nuestro equipo, como para demostrar el nivel y la calidad del servicio que ofrecemos, las siguientes son cinco situaciones en las que, sin duda, recomiendo poner todo nuestro esfuerzo y tiempo.
El cliente nos traslada sus dudas y temores Si un cliente nos traslada dudas o inquietudes sobre nuestra oferta, también nos está mostrando interés, pues en realidad nos está dando la oportunidad de demostrarle que nuestro servicio o producto puede ajustarse perfectamente a sus necesidades, que tenemos la capacidad de aportar soluciones a sus problemas, y que sabemos escucharle y adaptarnos a sus requerimientos.
Además, lejos de ser un freno, las dudas de un cliente nos proporcionan información muy útil de cara a la venta. En ese sentido, el tiempo que dediquemos a resolver los puntos de incertidumbre que haya sobre la mesa puede aportar un conocimiento que, en el largo plazo, siente las bases de una relación comercial duradera.
Ocurre lo mismo cuando el cliente revisa la propuesta repetidas veces. En el momento en el que una propuesta pasa por varios procesos de revisión, debemos dirigir nuestra atención de nuevo hacia el cliente para entender la naturaleza de los cambios que propone y averiguar qué nos está queriendo transmitir.
Si no dedicamos la atención suficiente a este proceso, podemos perder la oportunidad de una posible colaboración, e incluso peor, caer en el error de llevar adelante una propuesta que en un futuro pueda dar lugar a numerosos problemas por no adecuarse a las necesidades del cliente.
Además, los procesos de revisión nos dan la oportunidad de revisitar nuestra propuesta de valor y mejorar la calidad, el alcance, u otros aspectos del producto y/o servicio que ofrecemos.
Los datos ponen de manifiesto su interés Gracias al uso de la tecnología en los procesos de venta, disponemos de mucha más información sobre los intereses, gustos y necesidades de nuestros clientes. Pero esos datos solo cobrarán sentido en la medida en que dediquemos tiempo a interpretarlos.
Si queremos respaldar nuestros argumentos de venta en la información de que disponemos, conviene que no escatimemos en recursos a la hora de investigar más a fondo y recabar más información. Especialmente si, en un momento dado, descubrimos por parte del cliente un interés evidente y particular.
Por ejemplo, un comercial del sector asegurador que consulte a su CRM y vea que un cliente, a través de la newsletter de la empresa, no deja de acceder a todos los artículos relacionados con la seguridad en el hogar, podrá detectar dicho interés y valorar si es el momento de llamar a este cliente para ofrecerle un nuevo seguro del hogar.
La información que obtengamos del análisis y la evaluación de los datos también nos permite sobresalir y posicionarnos, en caso de que nuestra propuesta haya pasado desapercibida, o de expandir nuestra oferta de servicios para cubrir necesidades emergentes.
Si un proyecto es escalable Estamos tan involucrados y absortos en proporcionar soluciones competitivas y en dar respuesta inmediata a las necesidades del cliente que, tal vez, nos pase desapercibido la escalabilidad potencial de un proyecto.
Dedica un tiempo previo a averiguar y sopesar qué otras dimensiones pueden entrar en juego, a medida que tu cliente crezca, en las que tú puedas aportar valor. Si crees que un proyecto tiene el potencial de crecer, no dudes en dedicarles más tiempo. Es probable que, en un futuro no muy lejano, este esfuerzo se vea rápidamente recompensado.
Puede ser el caso de una venta para un departamento o división de una gran empresa, que veamos que pueda replicarse en el resto de áreas a corto o medio plazo, duplicando o triplicando nuestro volumen de facturación.
Si la empresa se encuentra en plena expansión
Tengamos muy en cuenta este factor, porque a veces no se le presta la debida atención. Valoremos en qué punto está, su organización hoy, de dónde viene y hacia adónde va. Tal vez sea una empresa pequeña, pero que esté triplicando su facturación cada año y sus perspectivas sean muy optimistas. O tal vez esté a punto de lanzar un producto revolucionario que pueda representarle un gran crecimiento.
Y lo más importante, valoremos qué oportunidades nos ofrece para mayores venta dicha expansión: ¿se requerirán más servicios como el nuestro?, ¿se abrirán nuevas delegaciones en las que pueda implementar mi solución?, ¿qué puede representar para nosotros que se incremente su plantilla?
Cuando pueden derivarse otras muchas ventas
Otra posibilidad que debemos tener en cuenta, a través de una adecuada prospección de mercado, es saber en qué medida un cliente puede ofrecernos potencialmente la posibilidad de atraer nuevas ventas. Pienso en cuatro formas:

• Venta cruzada y el up selling: valoremos el abanico de posibilidades de venta que nos pueda ofrecer dentro de la propia empresa, mediante productos o servicios relacionados, o incrementando la facturación a través de la ampliación o mejora de un mismo servicio.
• Por otro lado, un cliente nuevo puede ser también una puerta de entrada de otros clientes, y este es un aspecto que también debemos tener siempre en la cabeza. Si la empresa está bien conectada y logramos satisfacer al cliente y fidelizarlo, es posible que nos recomiende a muchos otros potenciales clientes. Por otra parte, también tengamos en cuenta el poder de su Si empezamos a trabajar con clientes con una gran reputación, seguro que muchos otros se fijan en nosotros, lo que hará incrementar nuestro posicionamiento en el sector y mejorará notablemente nuestra reputación.

Como ves, vale mucho la pena analizar muy bien todos estos puntos porque, como digo, es mejor pescar ballenas que sardinas. Así que os animo a qué busquéis a los primeros, los estudiéis bien y les podáis ofrecer una experiencia de compra memorable. ¡Ánimo a todos!

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