Las 22 Leyes Inmutables del Marketing es uno de los libros más conocidos de Jack Trout y Al Ries. Publicadas en 1993, se presentaron como las normas estrictas que gobiernan el mundo del marketing y los autores incluían en la portada la advertencia “Viólelas a su propio riesgo”. Sin duda sus recomendaciones han sido aplicadas por infinidad de profesionales dedicados al mundo del marketing. Tal vez ya lo hayas leído, no importa. Le vamos a dar otro uso.
Hoy me propongo ir un poco más allá e intentar aplicar estas leyes inmutables del Marketing al campo de los Recursos Humanos. ¿Por qué? Muy sencillo, considero que es vital saber desarrollar, promocionar y vender productos dirigidos al cliente interno de las organizaciones en formato de políticas, servicios, aplicaciones, planes… y lo más importante: ¡que te los compren!
¿Nunca has tenido la sensación, después de haber invertido tiempo, dinero, ilusión y muchas horas de trabajo en el desarrollo de una política o proceso determinado, que casi nadie lo valora? ¿Por qué ocurre esto? Porque no hemos seguido los pasos que se siguen al lanzar un producto de consumo. Estudio de mercado, diseño de producto, desarrollo del mismo, lanzamiento, publicidad, promoción y venta… Todo un camino a recorrer.
¿Qué pensarías, si hoy llegas a una empresa importante preguntando por el director/a de Recursos Humanos, y en recepción te dicen que ese puesto no existe? Y le preguntas a la recepcionista: entonces ¿aquí quien se encarga de las personas? Y ella te contesta, ah…. aquí lo que hay es una Directora de Marketing Interno. ¿A qué te puedes quedar perplejo? Pues amigo, hay que ser disruptivo. Hay que marcar la diferencia… Directora de Marketing Interno, Product Manager de Compensación, Assistant Product Manager de Formación…
Si te parece vamos a extrapolar las mencionadas Leyes del Marketing al área de los Recursos Humanos. Hoy vamos a coger solo diez, por razones de espacio y tiempo para el lector:
♦ Es mejor ser el primero que ser el mejor. Como sabes muy bien, vivimos la era de la velocidad, la inmediatez. Adelantarte a un competidor tuyo en un “lanzamiento” en el área de RRHH puede suponer una ventaja competitiva de primer orden. No olvides que el factor humano cada vez está teniendo más impacto en las empresas. Sin duda, una vez que seas el primero, tu obligación es aspirar a ser el mejor. Anticiparte a una petición de tu Comité de Empresa, también puede ser decisivo.
♦ Es mejor ser el primero en la mente que en el punto de venta. Como consecuencia del punto anterior, es decisivo que en la cabeza de tu cliente interno merodee la idea de que sería bueno “lanzar” un nuevo producto, por ejemplo un Plan de Pensiones. No te lo piden, ni siquiera te lo sugieren, pero tu provocas mensajes que vayan calando en su interior para luego meterte de lleno en el desarrollo de ese producto. Te lo compraran…
♦ El marketing no es una batalla de productos, sino de percepciones. No se trata de que a tu cliente interno le estés machacando la cabeza constantemente. La gente prefiere poco, pero bueno. Ten en cuenta que lo importante es lo que perciba y tú como Product Manager juegas un papel clave. Nos movemos en un mundo de emociones, percepciones, sentimientos… y es aquí donde debes poner el énfasis.
♦ El principio más poderoso en marketing es poseer una palabra en la mente de los clientes. ¿Te imaginas si consiguieras dar en la diana? Tu palabra talismán. No olvides que tu cliente interno también es cliente externo y se mueve por lo que le entra por los ojos. ¿Cuál sería la palabra clave para lanzar, por ejemplo un nuevo sistema de evaluación? ¿Y si haces un sondeo, despistante pero preguntando? Debe ser una palabra simple de uso corriente.
♦ La estrategia que hay que utilizar depende directamente del peldaño que se ocupe en la escalera. No te metas en grandes aventuras, si tu empresa todavía anda en otros escenarios. Siempre hay que hacer una valoración de la situación actual para ver la oportunidad o no de meterse en este tipo de lances. Si te sientes con mucha fuerza, puedes intentar hacer una pequeña prueba piloto y valorar… A veces los pequeños, son los más grandes… Tú mismo, los más audaces son los ganadores.
♦ Los efectos del marketing son visibles a largo plazo. En RRHH, los resultados de cualquier implantación, el ROI siempre suele ser a largo plazo. Los cambios no se producen de forma inmediata. Eso no significa que no podamos buscar los impactos deseados de la forma más rápida que sea posible. Todos sabemos que hoy lo que predomina es el corto, y además nos van a valorar por esto.
♦ Cuando admita algo negativo, el cliente potencial le concederá a cambio algo positivo. Si lanzas un producto y no cala en la gente, haz un acto de humildad y reconoce que no has acertado. Si pones en el mercado un Plan de Pensiones cuando lo que debías haber puesto era un Seguro Médico, rectifica. Ese error la gente te lo va a perdonar y de rebote reconocerá que tu primera intención era interesante.
♦ Salvo que escriba los planes de sus competidores, usted no podrá predecir el futuro. No podrás adivinar los acontecimientos que van a suceder, pero si debes jugar a visionario e intentar la anticipación. Te vuelvo a repetir que cualquier adelanto a tus competidores es una baza de enorme valor. Siendo el primero envías un mensaje muy claro a tu cliente interno y al mercado.
♦ El éxito suele preceder a la arrogancia, y la arrogancia al fracaso. Ojo al parche. Conozco directivos de RRHH recogiendo premios al mejor Plan de XXXX, y al año siguiente están haciendo todo lo posible por no salir en prensa. Si eres de los “vanguardistas” ten mucho cuidado. Los negocios, en medio de las turbulencias de una economía volátil, te pueden jugar una mala pasada.
♦ Los planes que triunfan no se construyen sobre novedades, sino sobre tendencias. Muy importante. La novedad, la dichosa novedad… Te metes en el carro y al final te conviertes en uno más, sin personalidad, sin aportar nada diferente. Convertirte en un cazado de tendencias (coolhunter) es clave. Mira el mundo que te rodea, en los transportes públicos, por la calle, en la vecindad… y observa con detenimiento y curiosidad de que habla la gente, como se viste, como se relaciona… El día a día nos enseña mucho. Solo hay que estar atentos.
Como te dije más arriba, hoy no puedo seguir con las otras doce leyes por razón de espacio y por tu tiempo. Te remito a lo que escribí hace tiempo sobre este tema: ¿Por qué RRHH no hace marketing? y ¿Necesita RRHH hacer Marketing?
https://www.philadelphia.edu.jo/library/directors-message-library
canada online pharmacies
Pretty section of content. I just stumbled upon your web site and in accession capital to assert that I get actually enjoyed account your blog posts. Anyway I’ll be subscribing to your augment and even I achievement you access consistently fast.
I rattling lucky to find this website on bing, just what I was looking for : D also saved to fav.
poip-nsk.ru
batmanapollo.ru
I have been browsing online more than 3 hours these days, but I never discovered any fascinating article like yours. It?¦s lovely value sufficient for me. In my view, if all website owners and bloggers made just right content as you did, the web can be much more helpful than ever before.
prednisone mexican pharmacy
trusted canadian pharmacy
You have observed very interesting details! ps nice website . “The empires of the future are the empires of the mind.” by Sir Winston Leonard Spenser Churchill.
Hi! I’ve been reading your weblog for a long time now and finally got the bravery to go ahead and give you a shout out from Atascocita Texas! Just wanted to say keep up the great job!
Very interesting information!Perfect just what I was searching for! “…obstacles do not exist to be surrendered to, but only to be broken.” by Adolf Hitler.
I truly appreciate this post. I have been looking everywhere for this! Thank goodness I found it on Bing. You have made my day! Thank you again
It’s appropriate time to make a few plans for the longer term and it is time to be happy.
I’ve read this post and if I may I wish to counsel you
some fascinating things or tips. Perhaps you could
write subsequent articles referring to this article.
I wish to learn even more issues about it!
I’m not sure why but this web site is loading incredibly slow for me.
Is anyone else having this problem or is it a problem on my end?
I’ll check back later on and see if the problem still exists.
Greetings I am so delighted I found your webpage, I really found you by error,
while I was browsing on Aol for something else, Anyhow I am here now and would just
like to say thank you for a fantastic post and a all round entertaining blog
(I also love the theme/design), I don’t have time
to go through it all at the moment but I have bookmarked it and also added your RSS feeds, so when I have time I will be back to read more,
Please do keep up the great job.
What i don’t realize is if truth be told how you are no longer actually much more well-liked than you might be right now. You are very intelligent. You recognize thus considerably with regards to this topic, produced me in my opinion believe it from so many varied angles. Its like women and men don’t seem to be interested until it is one thing to accomplish with Woman gaga! Your individual stuffs nice. All the time care for it up!
I’d have to examine with you here. Which is not one thing I usually do! I take pleasure in reading a post that may make folks think. Additionally, thanks for permitting me to comment!
aarp canadian pharmacy
3 viagra viagra 75 mg price where to buy viagra over the counter
I really like your writing style, superb info , thankyou for putting up : D.
cephalexin dosage for chlamydia cephalexin for kids can cephalexin affect birth control
can cephalexin give you diarrhea take keflex with food cephalexin brain fog
dogs cephalexin does keflex reduce milk supply bula keflex
does cephalexin kill good bacteria keflex dosage for kids expired keflex side effects
Your place is valueble for me. Thanks!…
I just could not depart your site before suggesting that I extremely enjoyed the standard info a person provide for your visitors? Is going to be back often to check up on new posts
Thank you, I’ve just been looking for info about this subject for a while and yours is the greatest I have discovered till now. However, what concerning the bottom line? Are you sure in regards to the supply?
I just wanted to write down a small note so as to express gratitude to you for the magnificent instructions you are sharing here. My incredibly long internet investigation has at the end of the day been compensated with high-quality strategies to go over with my relatives. I ‘d assert that many of us readers actually are unquestionably fortunate to live in a perfect community with very many outstanding professionals with valuable things. I feel extremely happy to have discovered your web page and look forward to some more awesome moments reading here. Thanks again for everything.
Hi, i think that i saw you visited my web site thus i came to “go back the favor”.I’m trying to to find issues to enhance my web site!I guess its ok to use a few of your ideas!!
Regards for all your efforts that you have put in this. very interesting info .
What¦s Going down i am new to this, I stumbled upon this I have found It positively useful and it has helped me out loads. I hope to contribute & aid different customers like its helped me. Good job.
Its like you read my mind! You seem to know a lot about this, like you wrote the book in it or something. I think that you could do with a few pics to drive the message home a little bit, but instead of that, this is excellent blog. A great read. I will certainly be back.
Good day! This post could not be written any better! Reading through this post reminds me of my previous room mate! He always kept chatting about this. I will forward this post to him. Pretty sure he will have a good read. Many thanks for sharing!
Hello very cool site!! Man .. Beautiful .. Superb .. I’ll bookmark your blog and take the feeds alsoKI’m happy to find numerous helpful information right here in the put up, we need develop more strategies in this regard, thank you for sharing. . . . . .
Hello. splendid job. I did not imagine this. This is a splendid story. Thanks!
Very interesting information!Perfect just what I was looking for!
I am no longer certain the place you are getting your information, however good topic. I needs to spend a while studying more or working out more. Thanks for magnificent information I used to be in search of this info for my mission.
Hiya, I am really glad I have found this information. Nowadays bloggers publish just about gossips and internet and this is really annoying. A good site with exciting content, that’s what I need. Thank you for keeping this site, I’ll be visiting it. Do you do newsletters? Cant find it.
I must voice my respect for your generosity in support of those individuals that really need help on this particular niche. Your personal commitment to passing the solution all-around was amazingly beneficial and has in every case empowered women much like me to attain their objectives. This valuable hints and tips denotes a great deal a person like me and even more to my fellow workers. Thanks a lot; from everyone of us.
I?¦ve read several good stuff here. Certainly value bookmarking for revisiting. I wonder how much effort you put to create this sort of magnificent informative web site.
I?¦ve recently started a website, the information you offer on this site has helped me tremendously. Thanks for all of your time & work.
I am continually invstigating online for articles that can benefit me. Thx!
I got what you intend,saved to my bookmarks, very nice website .
Hey! I’m at work browsing your blog from my new iphone 4! Just wanted to say I love reading your blog and look forward to all your posts! Keep up the excellent work!
I do enjoy the way you have presented this issue plus it really does offer me some fodder for thought. Nevertheless, from what I have witnessed, I really wish when the remarks pack on that men and women stay on issue and not get started upon a tirade associated with some other news du jour. Yet, thank you for this outstanding piece and while I do not go along with this in totality, I respect your perspective.
I really like your writing style, superb info , regards for posting : D.
When I originally commented I clicked the -Notify me when new comments are added- checkbox and now each time a comment is added I get four emails with the same comment. Is there any way you can remove me from that service? Thanks!
I have learn a few good stuff here. Definitely price bookmarking for revisiting. I surprise how so much attempt you put to make this kind of fantastic informative web site.
Hello very cool website!! Man .. Beautiful .. Superb .. I will bookmark your website and take the feeds also?KI am glad to seek out numerous helpful info right here in the post, we need develop extra techniques on this regard, thank you for sharing. . . . . .
Great website you have here but I was curious about if you knew of any user discussion forums that cover the same topics discussed in this article? I’d really like to be a part of group where I can get advice from other knowledgeable individuals that share the same interest. If you have any recommendations, please let me know. Kudos!
I love the efforts you have put in this, regards for all the great blog posts.
Along with every little thing that seems to be developing inside this particular area, many of your perspectives happen to be somewhat radical. On the other hand, I appologize, because I can not subscribe to your whole strategy, all be it stimulating none the less. It looks to everybody that your comments are generally not completely justified and in fact you are yourself not totally certain of the assertion. In any case I did enjoy examining it.
There is noticeably a bundle to know about this. I assume you made certain nice points in features also.
Thanks a bunch for sharing this with all folks you actually realize what you are talking approximately! Bookmarked. Kindly also visit my web site =). We could have a hyperlink alternate agreement between us!
You really make it seem so easy with your presentation but I find this matter to be really something which I think I would never understand. It seems too complicated and extremely broad for me. I am looking forward for your next post, I will try to get the hang of it!
This design is wicked! You most certainly know how to keep a reader entertained. Between your wit and your videos, I was almost moved to start my own blog (well, almost…HaHa!) Excellent job. I really loved what you had to say, and more than that, how you presented it. Too cool!
Thank you for sharing excellent informations. Your web-site is very cool. I’m impressed by the details that you have on this blog. It reveals how nicely you perceive this subject. Bookmarked this website page, will come back for more articles. You, my pal, ROCK! I found simply the info I already searched everywhere and simply couldn’t come across. What a perfect web site.
You are my aspiration, I possess few web logs and occasionally run out from to brand.
Definitely believe that which you said. Your favorite justification appeared to be on the internet the easiest thing to be aware of. I say to you, I definitely get irked while people think about worries that they plainly do not know about. You managed to hit the nail upon the top and defined out the whole thing without having side-effects , people could take a signal. Will likely be back to get more. Thanks
You can definitely see your enthusiasm in the work you write. The world hopes for even more passionate writers like you who are not afraid to say how they believe. Always follow your heart.
I truly appreciate this post. I’ve been looking all over for this! Thank goodness I found it on Bing. You have made my day! Thank you again!
I have not checked in here for a while because I thought it was getting boring, but the last several posts are great quality so I guess I’ll add you back to my everyday bloglist. You deserve it my friend 🙂
Hey! Someone in my Facebook group shared this website with us so I came to give it a look. I’m definitely enjoying the information. I’m bookmarking and will be tweeting this to my followers! Exceptional blog and excellent design.
Real clean internet site, thankyou for this post.
great post, very informative. I wonder why the other specialists of this sector do not notice this. You should continue your writing. I am sure, you have a huge readers’ base already!
Thank you for sharing superb informations. Your web-site is very cool. I’m impressed by the details that you have on this web site. It reveals how nicely you understand this subject. Bookmarked this web page, will come back for extra articles. You, my pal, ROCK! I found just the info I already searched all over the place and simply could not come across. What a great site.
Great tremendous issues here. I am very glad to see your article. Thank you a lot and i am looking forward to contact you. Will you please drop me a e-mail?
I like what you guys are up also. Such intelligent work and reporting! Carry on the superb works guys I’ve incorporated you guys to my blogroll. I think it’ll improve the value of my site 🙂
Wow! Thank you! I always needed to write on my site something like that. Can I implement a portion of your post to my site?
Some times its a pain in the ass to read what blog owners wrote but this web site is really user pleasant! .
I got what you mean ,saved to my bookmarks, very decent site.
you’re really a good webmaster. The website loading speed is incredible. It seems that you are doing any unique trick. Moreover, The contents are masterpiece. you have done a fantastic job on this topic!
thx muc admin
thx admin
I conceive you have noted some very interesting points, thankyou for the post.
But a smiling visitor here to share the love (:, btw great design and style.
Unquestionably believe that which you stated. Your favorite reason appeared to be on the internet the simplest thing to be aware of. I say to you, I certainly get annoyed while people consider worries that they plainly do not know about. You managed to hit the nail upon the top as well as defined out the whole thing without having side-effects , people can take a signal. Will probably be back to get more. Thanks
Hello there! This is my 1st comment here so I just wanted to give a quick shout out and tell you I really enjoy reading your blog posts. Can you suggest any other blogs/websites/forums that go over the same topics? Appreciate it!
I am not very wonderful with English but I line up this very leisurely to read .
I simply must tell you that you have written an excellent and unique article that I really enjoyed reading. I’m fascinated by how well you laid out your material and presented your views. Thank you.download video twitter
Just wanna remark on few general things, The website style is ideal, the topic matter is rattling goodTwitter downloader
I do not even know how I ended up right here, however I believed this publish was great. I don’t understand who you might be but certainly you’re going to a well-known blogger if you happen to aren’t already 😉 Cheers!
Very good written story. It will be beneficial to anybody who usess it, as well as yours truly :). Keep up the good work – i will definitely read more posts.
Hey! I’m at work browsing your blog from my new apple iphone! Just wanted to say I love reading through your blog and look forward to all your posts! Carry on the superb work!
I’ve been exploring for a little bit for any high-quality articles or blog posts in this kind of area . Exploring in Yahoo I finally stumbled upon this site. Studying this information So i’m satisfied to convey that I have a very just right uncanny feeling I found out exactly what I needed. I so much definitely will make sure to do not overlook this website and give it a look on a relentless basis.
whoah this weblog is magnificent i like reading your articles. Stay up the great paintings! You recognize, lots of people are looking round for this information, you can help them greatly.
thank you admin
thx admin
thank you admin
thx admin
I simply must tell you that you have written an excellent and unique article that I really enjoyed reading. I’m fascinated by how well you laid out your material and presented your views. Thank you.download video twitter