Como hacer un Mapa de Empatía

Mapa-de-empatíaEl Mapa de Empatía es una herramienta que nos permite conocer al cliente con mayor profundidad y nos permite intuir que es lo que puede pasar en el futuro. A diferencia de otras herramientas que son más de observación, el Mapa de Empatía nos permite utilizar la imaginación para poder pensar en el futuro, ¿qué podría pasar si…..? Haremos un mapa de empatía del cliente o clientes (distintos clientes pueden responder de forma diferente ante un mismo input) en función de lo que queramos explorar, una situación actual de servicio, una innovación, imaginar un cambio en un producto, etc… El Mapa de Empatía nos permite ver como se comportan o podrían comportarse los diferentes targets de clientes. Por ello, es una herramienta muy valida en innovación.

La herramienta tiene en cuenta 4 variables que, según el modelo de XPLANE, está representadas por una cara. Las variables son:

1-¿Qué ve el cliente?: cuál es su entorno y cómo es; qué amistades posee; qué propuestas le ofrece ya el mercado…
2-¿Qué dice y hace el cliente?: cuál es su actitud en público, qué aspecto tiene, cómo se comporta, qué comentarios hace,…
3-¿Qué oye?: qué dicen (o le dicen) sus amistades, su familia, su personal, a través de donde y como le llega la información, ¿oye los mismo él que su entorno?
4-¿Qué piensa y siente?: qué es lo que realmente le importa; cuáles son sus principales preocupaciones, inquietudes, sueños y aspiraciones, ¿en qué está centrado?.
Una vez finalizadas estas 4, se concentran en 2:

1- Cuáles son los esfuerzos que realiza: a qué le tiene miedo; cuáles son las barreras y obstáculos que se encuentra para obtener lo que desea; con qué riesgos se tropieza en su camino y debe asumir; qué esfuerzos o riesgos no asumirá…
2- Cuáles son los resultados, los beneficios que espera obtener: cuáles son sus necesidades o deseos reales; cómo mide el éxito, en función de qué; cómo podría alcanzar sus objetivos…

Al finalizar tenemos un Mapa de Empatía que representa al cliente o clientes frente a una nueva o actual situación, innovación, etc…


The Art of Persuade in Sales!!

The persuasion is the magic ingredient that will do that you obtain everything what you proposes in the point of sale, and, at the same time, it will help you to obtain one relate lasting with his clients.

The persuasion and the influence have changed very much in last twenty years, your consumer, your potential clients and your regular customers have changed. They are better educated and more sceptics than ever. If you use only the technologies and tactics of sales that you learned twenty years ago, you will lose sales.

The following tactics of Persuasion will help you:

1-Do that the client compromises himself with his needs:

If the client ask you about a product or a service, do not talk to him about the prices or about the different types, investigate why he or her needs the product or service, and once the client has indicated his needs, its the moment to offer him a solution, for which initially he was asking or not, centred on his needs.

2-Create a link with the client.

When we create a link or connection with the client, the client feels more comfortable with us and a confidence halo is generated: How to create this link? We base on the tactic of the Similarity, which is based that we like the persons who look like us. How to obtain it?, To look like the client, first we have to quarrel since it is he, his tastes, his opinions, etc.. Do not forget, the people buy things the people that he likes.


The smile is contagious, it is very difficult not to listen to anybody who goes to us with a smile, of relaxed form.

4-Report of all the people is satisfied of your product or service.

95 % of the people does what makes the majority, so reporting of what makes the majority, the 95 % it will want to do as them.

5-Make the client a protagonist.

At the moment of putting examples, the examples must be familiar, nearby, that could identify with them, well be in type of work, style, way of life, habits or hoobies.

6-To use the suitable words.

We convince the others depending on the words that we use. Use simple words, not use slang.

Sixteen words to catch the attention of the client:

Benefit, Free, Guaranteed, Money, Now, Proved, Save, Easily, Enterteining, Health, Newly, Proven, Insurance, You, Indispensably, All.

7-Do that your customer  «sees» what explains to him.

In Spanish said “An image is better than thousand words”, but sometimes we need to use the words to create an image.

8-Add extra value and confirm it.

If you offer to the customer only an alternative, the people will buy it or not, if on the contrary, you plans well the sale and offers three alternatives, well differentiated and with three different prices and of successive form, the client will tend to see them even more different than really they are, and the possibilities that you sells the two that contribute major added value it is higher that the most economic to sell.

9-Reduce the price to the ridiculous one and create perspective.

Reduce the value of the product to the real daily investment that is going to suppose for him, let’s see an example, » if for one glasses with progressive crystal the client must pay 800 €, if the glasses are going to last 3 years, the real value of the investment is of 0,73 € a day «, hereby we have changed the perspective to see the factor I boast to the client.

10-Use questions that force affirmative answers.

You should prepare questions that receive a positive answer, p.e. finishes the phrases with isn’t it?.

11-Values the contributions of your clients.

Value his contributions, praise his comments, admit his comments, etc … Once the client has perceived that you have listened to him it will be readier to listen to you and to accept his points of view.

12-Concentrate the message in the emotions.


The preparation is the most important thing in persuasion. Prepare that you will say, structure your message of persuasive form, and you will see as the success  going to flow of surprising form.