Pathos

¿Qué es?

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Porque este es la emoción o dolor que resolveré. Este es el lugar donde se encuentra mi solución y donde enfocaré mi propuesta.

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Identificar cuáles son las pathos por las cuales compraría mi servicio.

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¿Cómo puedo identificarlo?

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Comienza con una búsqueda superficial

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Platícame más acerca del viaje que buscas.

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El objetivo de este paso es comenzar a comprender la situación del cliente e identificar posibles sentimientos involucrados en lo que expresa.

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Identifica la/s pathos.

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Ya veo, esto (situación) es importante. ¿Cómo te afecta/hace sentir eso?

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El objetivo de este paso es llegar a un sentimiento, porque ese es la pathos que buscamos.

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Profundiza en la pathos

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Permíteme ver si entendí, tu situación es…. (recapitular)

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Al enfocar la pathos, el cliente cobra consciencia de la importancia del servicio.

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Una vez que identifiques la emoción, mantenla a la vista durante todo el proceso. Que tu cliente no la olvide.

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Si el cliente no tiene pathos, no es cliente para mí, pues no hay algo que resolverle.

[{"selector":"#anim-4f3c61ad-97b0-4fb2-aeae-f4926dd7b464","keyframes":{"opacity":[0,1]},"delay":0,"duration":2500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-9cb1971d-d378-4107-9568-5bf3637ff307","keyframes":{"opacity":[0,1]},"delay":0,"duration":2500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] En este caso, pido un referenciado.

Si el cliente tiene pathos, estamos dentro.

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Y una vez que tengo la emoción.... Hablo del precio.

[{"selector":"#anim-8d710b96-4d53-4871-9f2b-a08c6927b95f","keyframes":{"opacity":[0,1]},"delay":0,"duration":2500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-3e99d438-580e-4730-b926-d82f185694ee","keyframes":{"opacity":[0,1]},"delay":0,"duration":2500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-63d2163e-ebd9-4e24-9fe4-a70efcb98d9c","keyframes":{"opacity":[0,1]},"delay":0,"duration":2500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-4d1657e5-cee4-4089-aea9-f6ff83afe5b4","keyframes":{"opacity":[0,1]},"delay":0,"duration":2500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] Sigue avanzando para conocer la siguiente parte del proceso: el ethos . Ejemplo:

Pathos

El sentimiento detrás del viaje.

¿Qué es?

Dolor.

Angustia.

Tristeza.

.

El sentimiento profundo que está detrás del viaje del cliente:

Frustración.

.

Hartazgo.

Porque este es la emoción o dolor que resolveré. Este es el lugar donde se encuentra mi solución y donde enfocaré mi propuesta.

¿Por qué es importante?

Identificar cuáles son las pathos por las cuales compraría mi servicio.

¿Qué necesito hacer?

¿Cómo puedo identificarlo?

Comienza con una búsqueda superficial

1

Empieza la plática con un panorama más general. Pon al centro el contexto y los problemas superficiales.

Preguntas clave:

Platícame más acerca del viaje que buscas.

¿Con qué debería de cumplir un viaje para ti?

Puedes preguntar cosas como:

¿Cuál ha sido tu experiencia con otras agencias?

¿Has tenido algún problema?

¿Qué se ha hecho para intentar solucionarlo?

¿Quedó resuelto el problema?

El objetivo de este paso es comenzar a comprender la situación del cliente e identificar posibles sentimientos involucrados en lo que expresa.

Identifica la/s pathos.

2

Haz más preguntas para explorar los sentimientos que encontraste. No asumas nada.

Ya veo, esto (situación) es importante. ¿Cómo te afecta/hace sentir eso?

Puedes preguntar cosas como:

De acuerdo. Si tuvieras una varita mágica ¿descríbeme cómo te gustaría fuera todo el proceso desde el inicio hasta que recibes el servicio?

El objetivo de este paso es llegar a un sentimiento, porque ese es la pathos que buscamos.

Importante: No confundas verbos con emociones.

Profundiza en la pathos

3

Identifica el dolor (la pathos) y confírmalo con preguntas. Posteriormente, pregunta al cliente qué necesita.

Permíteme ver si entendí, tu situación es…. (recapitular)

Puedes preguntar cosas como:

Esto (situación) te hace sentir muy frustrada, ¿es así?

Con base a esto, ¿qué tipo de ayuda te gustaría tener?

Al enfocar la pathos, el cliente cobra consciencia de la importancia del servicio.

Una vez que identifiques la emoción, mantenla a la vista durante todo el proceso. Que tu cliente no la olvide.

¿Cómo te sientes ahora? ¿Cómo te sentirás en ese momento?

Encuentra la emoción, entiende la emoción.

Si el cliente no tiene pathos, no es cliente para mí, pues no hay algo que resolverle.

Si el cliente tiene pathos, estamos dentro.

Y una vez que tengo la emoción.... Hablo del precio.

Estás estresada…