{"id":1182,"date":"2022-12-14T12:19:16","date_gmt":"2022-12-14T11:19:16","guid":{"rendered":"https:\/\/www.hermix.com\/?p=1182"},"modified":"2022-12-14T12:19:16","modified_gmt":"2022-12-14T11:19:16","slug":"ingredientes-clave-para-el-exito-sostenible-en-las-ventas-del-sector-publico","status":"publish","type":"post","link":"https:\/\/hermix.com\/es\/key-ingredients-for-sustainable-success-in-public-sector-sales\/","title":{"rendered":"Ingredientes clave para el \u00e9xito sostenible en las ventas del sector p\u00fablico."},"content":{"rendered":"<figure class=\"wp-block-post-featured-image\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1200\" height=\"628\" src=\"https:\/\/hermix.com\/wp-content\/uploads\/2025\/10\/Key-ingredients-for-sustainable-success-in-public-sector-sales-article-featured-image.jpg\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"Ingredientes clave para el \u00e9xito sostenible en las ventas del sector p\u00fablico.\" style=\"object-fit:cover;\" srcset=\"https:\/\/hermix.com\/wp-content\/uploads\/2025\/10\/Key-ingredients-for-sustainable-success-in-public-sector-sales-article-featured-image.jpg 1200w, https:\/\/hermix.com\/wp-content\/uploads\/2025\/10\/Key-ingredients-for-sustainable-success-in-public-sector-sales-article-featured-image-300x157.jpg 300w, https:\/\/hermix.com\/wp-content\/uploads\/2025\/10\/Key-ingredients-for-sustainable-success-in-public-sector-sales-article-featured-image-1024x536.jpg 1024w, https:\/\/hermix.com\/wp-content\/uploads\/2025\/10\/Key-ingredients-for-sustainable-success-in-public-sector-sales-article-featured-image-768x402.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n<h3 class=\"wp-block-heading\"><em>Conclusi\u00f3n: los ingredientes clave para el \u00e9xito repetible en las ventas al sector p\u00fablico son:<\/em><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Conocimientos del mercado;<\/li>\n\n\n\n<li>Preventa\/licitaci\u00f3n;<\/li>\n\n\n\n<li>Ventas; <\/li>\n\n\n\n<li>Precio; <\/li>\n\n\n\n<li>Excelencia t\u00e9cnica, factores diferenciadores de productos\/servicios; <\/li>\n\n\n\n<li>Marca.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">El \u00e9xito es una clara evidencia de un trabajo bien hecho, pero \u00bfexiste una receta para el \u00e9xito repetible? <a href=\"https:\/\/en.wikipedia.org\/wiki\/Public_sector\" target=\"_blank\" rel=\"noopener\" title=\"\">sector p\u00fablico<\/a> \u00bfVentas? Seguramente, si te apasiona el sector p\u00fablico y quieres desarrollar un negocio en este \u00e1mbito, te has hecho esta pregunta.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para lograr un \u00e9xito repetible, es fundamental establecer prioridades y definir claramente la combinaci\u00f3n de ingredientes que ayudar\u00e1n a que su negocio crezca.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Conocimientos del mercado<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Para tener \u00e9xito en el sector p\u00fablico, es necesario comprender el mercado y a los clientes. \u00bfD\u00f3nde est\u00e1 el dinero? \u00bfQui\u00e9n compra? \u00bfQu\u00e9 compran? \u00bfPor qu\u00e9? \u00bfCu\u00e1nto? Sus necesidades. \u00bfQu\u00e9 herramientas y procesos utilizan o prefieren? Normativa. \u00bfQui\u00e9n es la competencia y qui\u00e9nes son los socios potenciales? \u00bfQui\u00e9n vende? \u00bfQu\u00e9? \u00bfD\u00f3nde? \u00bfC\u00f3mo? Tendencias y din\u00e1mica del mercado: qui\u00e9nes son los actores establecidos, los que est\u00e1n en declive, las nuevas estrellas, las empresas que generan grandes beneficios.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">El conocimiento del mercado y la experiencia son fundamentales para todos los dem\u00e1s procesos y factores de \u00e9xito en las ventas al sector p\u00fablico.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Una buena herramienta de an\u00e1lisis de mercado deber\u00eda ayudar a:<\/em><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Comprender las fuentes de financiaci\u00f3n y las autoridades competentes, incluidos los presupuestos y las actividades.<\/li>\n\n\n\n<li>Comprender a los actores, la competencia y las posibles alianzas: qui\u00e9n recibe financiaci\u00f3n, para qu\u00e9, c\u00f3mo, d\u00f3nde y cu\u00e1nto.<\/li>\n\n\n\n<li>Comprender las tecnolog\u00edas, los productos, las necesidades y las motivaciones que hay detr\u00e1s de la financiaci\u00f3n p\u00fablica.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Capacidad de preventa\/licitaci\u00f3n<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Otro factor importante que influye en el \u00e9xito de las ventas en el sector p\u00fablico es la preventa. Esta requiere un equipo competente, un proceso claro, recursos como referencias, curr\u00edculos, certificaciones, propuestas t\u00e9cnicas e innovaci\u00f3n. Estos elementos clave contribuir\u00e1n a construir una base s\u00f3lida y estable para su negocio a largo plazo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Los procesos de preventa y licitaci\u00f3n son la diferencia m\u00e1s importante entre los <a href=\"https:\/\/hermix.com\/es\/sobre-b2g\/\" target=\"_blank\" rel=\"noopener\" title=\"\">de empresa a gobierno <\/a>El proceso de ventas y otros mercados, como el de consumo, el minorista y el B2B. La contrataci\u00f3n p\u00fablica es un proceso formal que requiere una serie de pasos y evaluaciones, as\u00ed como un vocabulario espec\u00edfico.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Los pasos clave en la evaluaci\u00f3n de un licitador o propuesta son: verificaci\u00f3n de la elegibilidad, selecci\u00f3n mediante criterios financieros y t\u00e9cnicos como expertos, referencias y experiencia, evaluaci\u00f3n t\u00e9cnica y evaluaci\u00f3n financiera\/de precios.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Una s\u00f3lida capacidad de preventa consiste principalmente en un equipo fuerte formado por las personas adecuadas: gestores de ofertas, redactores t\u00e9cnicos, arquitectos, gestores de proyectos, especialistas en precios. Tambi\u00e9n incluye un conjunto de procesos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La evaluaci\u00f3n de propuestas en el sector p\u00fablico es formal, por lo tanto, el atributo m\u00e1s importante de las preventas es el rigor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para establecer un proceso de preventa eficiente y repetible, es necesario contar con una s\u00f3lida biblioteca de recursos: descripciones de la empresa y del producto, certificaciones, alianzas, curr\u00edculos de expertos, referencias y cartas de recomendaci\u00f3n.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ventas<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">La etapa de ventas es importante porque ver\u00e1s los resultados de tu trabajo, pero tambi\u00e9n aqu\u00ed es importante respetar el proceso de ventas que contiene los siguientes elementos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Un equipo competente de ventas y desarrollo comercial supervisar\u00e1 todo el proceso de ventas, incluyendo:<\/em><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>An\u00e1lisis y comprensi\u00f3n del mercado;<\/li>\n\n\n\n<li>Posicionamiento en el mercado;<\/li>\n\n\n\n<li>Seguimiento de oportunidades;<\/li>\n\n\n\n<li>Calificaci\u00f3n de la licitaci\u00f3n;<\/li>\n\n\n\n<li>Creaci\u00f3n de redes, alianzas;<\/li>\n\n\n\n<li>Proceso de propuesta\/licitaci\u00f3n;<\/li>\n\n\n\n<li>Negociaci\u00f3n y firma de contratos;<\/li>\n\n\n\n<li>Supervisi\u00f3n de la ejecuci\u00f3n del contrato.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Precio<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">El precio es un factor esencial que puede conducir al \u00e9xito en el sector p\u00fablico si se establece correctamente.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Las propuestas financieras siempre forman parte de la evaluaci\u00f3n de las propuestas del sector p\u00fablico, con ponderaciones t\u00edpicas de entre 30 y 70 puntos porcentuales (TP3T) en la puntuaci\u00f3n final de cada licitaci\u00f3n. En algunos casos, el precio puede ser incluso el \u00fanico criterio de evaluaci\u00f3n.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para fijar el precio adecuado, es necesario analizar la competencia, el presupuesto de los clientes, el historial de precios y las tendencias. Posicionarse en un nicho de mercado permite aumentar los precios. En un mercado saturado, conviene ofrecer precios bajos.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Comprender el mercado y el nivel de competencia es el factor m\u00e1s importante para fijar los precios.<\/em><\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Excelencia t\u00e9cnica, factores diferenciadores de productos\/servicios<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Es fundamental conocer y desarrollar tus elementos diferenciadores y poseer excelentes habilidades t\u00e9cnicas para aportar algo nuevo. La calidad del servicio, del producto y t\u00e9cnica es siempre un requisito indispensable en cualquier mercado, incluido el sector p\u00fablico.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Marca<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">La marca se construye a partir de ingredientes individuales, entre los que podr\u00edamos destacar la excelencia t\u00e9cnica, la reputaci\u00f3n y la presencia local o internacional; es decir, ser percibido cerca de sus clientes, no solo desde un punto de vista geogr\u00e1fico, sino tambi\u00e9n t\u00e9cnico y cultural.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>El \u00e9xito requiere una combinaci\u00f3n de ingredientes.&nbsp;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>En t\u00e9rminos generales, los ingredientes clave para cualquier proyecto son: las personas adecuadas, los procesos adecuados y las herramientas adecuadas.&nbsp;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>M\u00e1s concretamente, para las ventas al sector p\u00fablico, estas deber\u00edan centrarse en el desarrollo del conocimiento del mercado, la capacidad de preventa, la capacidad de ventas, la excelencia t\u00e9cnica y la marca.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>El \u00e9xito es una clara evidencia de un trabajo bien hecho, pero \u00bfexiste una f\u00f3rmula para lograr un \u00e9xito constante en las ventas al sector p\u00fablico? Seguramente, si te apasiona el sector p\u00fablico y quieres desarrollar un negocio en este \u00e1mbito, te habr\u00e1s hecho esta pregunta.<\/p>","protected":false},"author":4,"featured_media":6638,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","inline_featured_image":false,"page_builder":"","footnotes":"","_ppma_block_editor_authors":""},"categories":[13],"tags":[],"ppma_author":[18],"class_list":["post-1182","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.1.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"Success is clear evidence of a job well done, but is there a recipe for repeatable success in public sector sales? 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