Samenvatting bedrijfsonderhandelingen 2KMO arteveldehogeschool. Alle geziene leerstof. Bestaat uit slides en notities van online lessen van docent. Alle informatie is aanwezig.
Samenvatting bedrijfsonderhandeling
Inhoudsopgave
I. De rol van een verkoper.............................................................................................................................. 3
1 Kenmerken van een goede verkoper................................................................................................................3
2 Aanpak van de verkoop.....................................................................................................................................4
2.1 Kent zichzelf en zijn klanten......................................................................................................................4
2.2 Luistert naar anderen om hen echt te begrijpen......................................................................................5
2.3 Denkt en handelt in termen van win-win..................................................................................................6
1.4 Heeft een doel voor ogen en werkt met een plan....................................................................................8
2.5 Slaat geen enkele stap over in het verkoopproces...................................................................................9
II. Telefoongesprekken................................................................................................................................. 10
1 Introductie.......................................................................................................................................................10
2 Afspraken als deel van het verkoopproces.....................................................................................................10
2.1 Telefonisch versus ter plaatse.................................................................................................................10
2.3 Verkoopaspect.........................................................................................................................................11
2.4 Scripts......................................................................................................................................................11
3 De juiste contactpersoon................................................................................................................................11
4 De eerste barrière passeren............................................................................................................................12
5 Openingsscript/afsluitvraag/bezwaren...........................................................................................................12
5.1 Doel van het openingsscript....................................................................................................................12
5.2 Wat moet je vermijden............................................................................................................................13
5.3 Structuur van een goed openingsscript...................................................................................................13
III. Verkoop verkenning................................................................................................................................ 14
1 Voorbereiden...................................................................................................................................................14
2 Openen............................................................................................................................................................15
3 Verkennen.......................................................................................................................................................15
4 Diagnose/analyse............................................................................................................................................17
4.1 Eenvoudige verkoop................................................................................................................................17
4.2 De juiste diagnose stellen........................................................................................................................17
4.3 Afsluiten van een prospectiegesprek......................................................................................................18
4.4 Do’s en dont’s bij een eerste gesprek.....................................................................................................18
4.5 Offerte......................................................................................................................................................18
IV. Verkoop-argument................................................................................................................................. 19
5 Argumenteren.................................................................................................................................................19
5.1 Klantgericht argumenteren.....................................................................................................................19
5.2 Belangrijke koopmotieven.......................................................................................................................19
5.3 Hulpmiddelen bij de argumentatie..........................................................................................................20
6 Argumenteren en demonstreren....................................................................................................................20
6.1 Visuele impact..........................................................................................................................................20
6.2 Doelstellingen..........................................................................................................................................20
6.3 Demonstratietechniek.............................................................................................................................21
6.4 Valkuilen..................................................................................................................................................21
1
, 7 Objecties..........................................................................................................................................................21
7.1 Omgaan met objecties.............................................................................................................................21
7.2 Wat zijn objecties.....................................................................................................................................21
7.3 De psychologie van objecties...................................................................................................................22
7.4 Reageren op objecties: EBAC-methode...................................................................................................22
7.5 Gouden tip: Bekritiseer concurrenten niet..............................................................................................22
7.6 De ultieme objectie: prijs.........................................................................................................................23
7.7 Aankooptechnieken.................................................................................................................................23
8 Afsluiten...........................................................................................................................................................24
9 Dienst na verkoop – partnership.....................................................................................................................24
VI Bedrijfsonderhandeling............................................................................................................................ 25
1 Analyse tegenpartij..........................................................................................................................................25
2 Onderhandelingsstrategie...............................................................................................................................26
3 Overtuigen.......................................................................................................................................................26
4 Leiding nemen van de onderhandelingen.......................................................................................................26
5 Macht tonen....................................................................................................................................................27
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, I. De rol van een verkoper
1 Kenmerken van een goede verkoper
Vaardigheden van een moderne verkoper:
- Drive en motivatie
- Kennis
- Liefde voor het vak
- Incasseringsvermogen
- Flexibiliteit
- Geloofwaardigheid
- Integriteit
- Maturiteit
- Contact-vaardigheid
- Doorzettingsvermogen
Kenmerken topverkoper:
- Nederigheid
- Plichtsgetrouw
- Resultaatgericht
- Nieuwsgierig
- Geen groepsgeest
- Moeilijk te ontmoedigen
- Schaamteloos
Benodigde kennis:
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