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Samenvatting Praktisch sales- en account­management, ISBN: 9789055163243. Inclusief alle berekeningen, voorbeelden en lesstof die niet in het boek staat! (CE7) $5.69
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Samenvatting Praktisch sales- en account­management, ISBN: 9789055163243. Inclusief alle berekeningen, voorbeelden en lesstof die niet in het boek staat! (CE7)

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  • Course
  • Praktisch sales- en accountmanagement (CE7)
  • Institution
  • Hogeschool Van Amsterdam (HvA)
  • Book
  • Praktisch sales- en accountmanagement

Deze samemvatting van het boek Praktisch sales- en account­management bevat 135 pagina's met alle belangrijke informatie uit het boek maar bevat daarnaast ook alle informatie die je moet weten maar die niet in het boek staat! Alles staat duidelijk vermeld in de inhoudsopgave waardoor je makkelijk ...

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  • Yes
  • December 20, 2021
  • 134
  • 2021/2022
  • Summary

Subjects

  • sales
  • accountmanagement
  • salesomgeving
  • salesplan
  • taken van het salesteam
  • planningsmethode
  • crm
  • offertes
  • lsd techniek
  • ce7

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  • Hogeschool van Amsterdam (HvA)
  • Commerciële Economie
  • Praktisch sales- en accountmanagement (CE7)
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PRAKTISCH SALES- EN
ACCOUNTMANAGEMENT
Robin van der Werf




ISBN: 9789055163243

Stuvia | joep2000

,Table of Contents

SAMENVATTING CE7 ...................................................................................................................... 6

HOOFDSTUK 1: INTRODUCTIE OP SALES- EN ACCOUNTMANAGEMENT .......................................... 6

1.1 WAT IS SALES? ..................................................................................................................................... 6
1.2 VAN RUILHANDEL TOT SOCIAL SELLING ...................................................................................................... 6
1.3 DE ROL VAN SALES IN DE ORGANISATIE ..................................................................................................... 8
1.4 HET DRAAIT OM KLANTWAARDE .............................................................................................................. 8
1.5 SALESBENADERINGEN ............................................................................................................................ 9
1.6 INTERN VERKOPEN .............................................................................................................................. 10

HOOFDSTUK 2: DE OMGEVING EN CONTEXT VAN SALES- EN ACCOUNTMANAGEMENT .................10

2.1 DE SALESOMGEVING ........................................................................................................................... 10
2.2 NIVEAUS BINNEN DE SALESORGANISATIE ................................................................................................. 14
2.3 VAN ONDERNEMINGSPLAN TOT ACCOUNTPLAN ........................................................................................ 15
2.4 DE INTERNE ORGANISATIE ALS WAARDEKETEN.......................................................................................... 15
2.5 KWALITEITSMANAGEMENT EN CERTIFICERING .......................................................................................... 16
2.6 SALES EN DE ORGANISATIESTRATEGIE ..................................................................................................... 17
2.7 SALES EN HET MARKETINGBELEID ........................................................................................................... 18

HOOFDSTUK 3: DE ORGANISATIE VAN SALES.................................................................................20

3.1 DE SALESORGANISATIE...............................................................................................................20
3.2 SALESFUNCTIES ........................................................................................................................21
3.3 TAKEN VAN HET SALESTEAM........................................................................................................23
3.4 OMVANG VAN HET SALESTEAM....................................................................................................23
3.5 SALES REGIO'S .........................................................................................................................24
3.6 SALESSITUATIES ...........................................................................................................................24

HOOFDSTUK 4 SALESPLANNING EN HET SALESPLAN ......................................................................25

4.1 WAT IS SALESPLANNING? ..............................................................................................................25
4.2 HET BELANG VAN SALESPLANNING ...................................................................................................25
4.3 SALESPLANNING IN EEN DYNAMISCHE OMGEVING ...............................................................................25
4.4 STRATEGISCHE, TACTISCHE EN OPERATIONELE SALESPLANNING ...............................................................25
4.5 PLANNINGSMETHODEN VOOR HET SALESPLAN ....................................................................................27
4.6 HET OPSTELLEN VAN EEN SALESPLAN, STAP VOOR STAP.........................................................................28
4.7 HET SALESPLAN IS TEAMWORK ........................................................................................................30
4.8 UITVOERING VAN HET SALESPLAN ....................................................................................................30

HOOFDSTUK 5: KLANTMANAGEMENT EN ACQUISITIE ...................................................................30



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,5.1 KLANTENMANAGEMENT ................................................................................................................30
5.2 ANALYSEREN VAN HET KLANTENBESTAND ..........................................................................................33
5.3 KLANTPORTFOLIOANALYSE .............................................................................................................35
5.4 HET CUSTOMER-LIFECYCLECONCEPT .................................................................................................37
5.5 KLANTSTRATEGIE .........................................................................................................................38
5.6 CUSTOMER LIFETIME VALUE ............................................................................................................38
5.7 KOOPGEDRAG VAN KLANTEN ..........................................................................................................39
5.8 DE SALES-CYCLE ...........................................................................................................................43

5.9 SALESTACTIEKEN .....................................................................................................................43

5.10 BEWERKEN VAN BESTAANDE KLANTEN ............................................................................................44
5.11 ACQUISITIE ...............................................................................................................................44
5.12 AANBESTEDINGEN ......................................................................................................................46
5.13 OFFERTES .................................................................................................................................48
5.14 PRIJS, LEVERINGS EN BETALINGSCONDITIES .......................................................................................48

6 KEY-ACCOUNTMANAGEMENT, HET MANAGEN VAN STRATEGISCHE KLANTEN ...........................49

6.1 ONTSTAAN VAN KEY-ACCOUNTMANAGEMENT ....................................................................................49
6.2 SAMENWERKING MET STRATEGISCHE KLANTEN ...................................................................................50
6.3 REDENEN OM KEY-ACCOUNTMANAGEMENT IN TE VOEREN ....................................................................50
6.4 VOOR- EN NADELEN VAN KEY-ACCOUNTMANAGEMENT.........................................................................51
6.5 KEY-ACCOUNTORGANISATIE ...........................................................................................................52
6.6 KEY-ACCOUNTSELECTIE .................................................................................................................55
6.7 STRATEGISCHE INKOOP ..................................................................................................................56
6.8 ANALYSE ALS BASIS VOOR DE KEY-ACCOUNTSTRATEGIE .........................................................................58
6.9 OPSTELLEN VAN EEN KEY-ACCOUNTPLAN ...........................................................................................60
6.10 DE FUNCTIE VAN KEY-ACCOUNTMANAGER .......................................................................................61

7 SALES OP INTERNATIONALE MARKTEN ......................................................................................62

7.1 INTERNATIONALISERING IS DE TOEKOMST.......................................................................................62
7.2 REDENEN VOOR INTERNATIONALE SALES ........................................................................................63
7.3 SUCCESFACTOREN.....................................................................................................................63
7.4 LANDENSELECTIE ......................................................................................................................63
7.5 ORGANISATIE ..........................................................................................................................64
7.6 CULTURELE FACTOREN ...............................................................................................................66
7.7 SAMENWERKING MET INTERNATIONALE KEY ACCOUNTS ....................................................................69

8 LEIDINGGEVEN AAN HET SALES EN ACCOUNTTEAM ................................................................70

8.1 LEIDINGGEVEN.............................................................................................................................70
8.2 ROLLEN VAN DE SALESMANAGER .....................................................................................................70
8.3 TAAKGERICHT EN MENSGERICHT LEIDING GEVEN .................................................................................72
8.4 INSTRUMENTEN VOOR LEIDINGGEVEN ...............................................................................................75
8.5 HET SALESTEAM ..........................................................................................................................78
8.5.1 HET VORMEN VAN EEN TEAM ............................................................................................................. 78
8.5.2 DYNAMIEK BINNEN HET TEAM ............................................................................................................ 79


2

, 8.6 WERVING EN SELECTIE VAN ACCOUNTMANAGERS ............................................................................80
8.6.1 ZELF DOEN OF UITBESTEDEN? ............................................................................................................ 81
8.6.2 FUNCTIEBESCHRIJVING EN KANDIDAATSPROFIEL ..................................................................................... 81
8.6.3 SELECTIE VAN WERVINGSBRONNEN ..................................................................................................... 81
8.6.4 DE SELECTIEPROCEDURE ................................................................................................................ 82
8.6.5 HET SOLLICITATIEGESPREK ............................................................................................................. 82
8.6.6 DE ASSESSMENT-CENTERMETHODE ................................................................................................. 82
8.6.7 BESLUITVORMING ........................................................................................................................ 82
8.6.8 INTRODUCTIE OP DE SALESAFDELING ................................................................................................... 83
8.7 MOTIVATIE EN BELONING ...........................................................................................................83
8.7.1 DE MOTIVATIETHEORIEËN EN DE PRAKTISCHE TOEPASSING ...................................................................... 83
8.7.2 HET MOTIVEREN VAN ACCOUNTMANAGERS .......................................................................................... 86
8.7.3 BELONINGSSYSTEMEN ...................................................................................................................... 86
8.8 HET ONTWIKKELEN VAN EEN SALESTEAM .......................................................................................88
8.8.1 WERKEN MET SALESCOMPETENTIES ..................................................................................................... 88
8.8.2 DE COMPETENTIES VAN DE SALESTEAMLEDEN........................................................................................ 88
8.8.3 OPLEIDING EN TRAINING ................................................................................................................... 89
8.9 ETHIEK ...................................................................................................................................90

9: SALESBUDGETTERING EN PERFORMANCEMANAGEMENT..........................................................90

9.1 SALESBUDGETTERING ....................................................................................................................90
9.2 HET BUDGETTEREN VAN DE SALESKOSTEN ..........................................................................................90
9.3 SALESFORECASTING ......................................................................................................................91
9.3.1 HET BELANG VAN SALESFORECASTING.................................................................................................. 91
9.3.2 TOP-DOWN EN BOTTOM-UP .............................................................................................................. 92
9.3.3 SALESFORECASTING OP KORTE, MIDDELLANGE OF LANGE TERMIJN ............................................................ 92
9.3.4 SALESFORECASTINGNIVEAUS .............................................................................................................. 92
9.3.5 SALESFORECASTMETHODES ................................................................................................................ 93
9.3.6 DE SALESFUNNELMETHODE ............................................................................................................... 95
9.4 PERFORMANCEMANAGEMENT ........................................................................................................97
9.4.1 VOORDELEN VAN PERFORMANCEMANAGEMENT ................................................................................... 97
9.4.2 HET METEN VAN SALESPERFORMANCE ................................................................................................. 97
9.4.3 PERFORMANCE-INDICATOREN ............................................................................................................ 98
9.4.4 INPUT EN OUTPUT ........................................................................................................................... 98
9.4.5 KWALITATIEVE EN KWANTITATIEVE INDICATOREN .................................................................................. 98
9.4.4 EFFECTIVITEIT EN EFFICIENCY ............................................................................................................. 99
9.4.5 PRESTATIEGEBIEDEN......................................................................................................................... 99
9.4.6 HET CHAIN-RATIOMODEL ................................................................................................................ 100
9.4.7 EVALUATIENIVEAUS .................................................................................................................... 100
9.4.8 SALES BALANCED SCORECARD ...................................................................................................... 101

HOOFDSTUK 10: VAARDIGHEDEN VAN DE SALES-EN ACCOUNTMANAGER .................................. 103

10.1 EFFECTIEF COMMUNICEREN ........................................................................................................ 104
10.2 GESPREKSVAARDIGHEDEN .......................................................................................................... 104
10.2.1 ASSERTIEF SPREKEN...................................................................................................................... 104
10.2.2 HET STELLEN VAN VRAGEN ............................................................................................................. 105
10.2.3 VRAAGSOORTEN .......................................................................................................................... 105
10.2.4 DE LSD-TECHNIEK ....................................................................................................................... 105



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