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samenvatting commercial skills 2WBV
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COMMERCIAL SKILLSBo Verniers
,Inhoudsopgave
1 Hoofdstuk 1 - Klantgerichtheid ....................................................................................0
1.1 Stakeholders................................................................................................................... 1
1.2 Klantgerichtheid = .......................................................................................................... 1
1.3 De vijf basiselementen bij klantgericht communiceren ................................................... 2
2 Hoofdstuk 2 - Efficiënt verkopen ..................................................................................2
2.1 Belangrijke vaststellingen ............................................................................................... 2
2.2 De cruciale businessvraag ............................................................................................... 3
2.3 Dienen doet verdienen ................................................................................................... 3
2.4 Het salesproces .............................................................................................................. 3
2.5 Salesfunnel ..................................................................................................................... 4
2.6 Wat is een lead? ............................................................................................................. 4
2.7 Functie van sales ............................................................................................................ 4
2.8 Voorbereiding van een verkoopgesprek.......................................................................... 5
2.8.1 Wat is een sales pitch ................................................................................................................. 5
2.8.2 Een salespitch geven ................................................................................................................... 5
2.8.3 Behoeften – beleven – resultaten .............................................................................................. 6
2.8.4 De verkoper is vaak commercieel té dominant. ......................................................................... 6
2.8.5 Verkopen is overtuigen/overhalen via aantonen ....................................................................... 8
2.8.6 Hoe gevoelens opwekken? ......................................................................................................... 9
2.8.7 Wat verkoop je?.......................................................................................................................... 9
2.8.8 Pas af en toe het ‘vanzelfsprekendheidsprincipe’ toe!............................................................... 9
3 Hoofdstuk 3 - Efficiënt Communiceren........................................................................ 10
3.1 Communiceren in een notendop................................................................................... 10
3.2 Soorten basisstijlen communiceren .............................................................................. 10
3.2.1 Multiperceptioneel communiceren .......................................................................................... 10
3.2.2 Face to face communicatie ....................................................................................................... 10
3.3 Verkopen is ook beïnvloeden........................................................................................ 11
3.4 Verkopen is ook beïnvloeden via de ogen ..................................................................... 11
3.5 Verkopen is ook beïnvloeden via kleuren ..................................................................... 11
3.6 Verkopen is ook beïnvloeden via handentaal................................................................ 12
3.7 Verkopen is ook beïnvloeden via voelen ....................................................................... 12
3.8 Verkopen is ook beïnvloeden via neus .......................................................................... 12
3.8.1 Geuren en hun werking: ........................................................................................................... 12
3.8.2 Praktische geurvoorbeelden : ................................................................................................... 13
3.9 Verkopen is ook beïnvloeden via kledij en uiterlijk ....................................................... 13
3.10 Verkopen is ook beïnvloeden via het geven van + keuzes ............................................. 13
3.11 Verkopen is ook beïnvloeden via de volgorde waarin je voorstellen communiceert ...... 14
, 3.12 Communicatietips voor sales : Algemeen ...................................................................... 14
3.13 Voorbereiden salescontact ........................................................................................... 14
3.14 Contact nemen met je (potentiële) klant ...................................................................... 15
3.15 Argumenteren; Presenteren; Demonstreren ................................................................. 15
3.15.1 Argumenteren via het 4-takt-systeem ...................................................................................... 15
3.16 Wat een geluk dat de (potentiële) klant aandraaft met bezwaren … ............................. 16
3.17 Klantvriendelijk afsluiten van het contract.................................................................... 16
3.17.1 Cognitieve dissonantie : ............................................................................................................ 17
3.18 Klantvriendelijk afsluiten van het contract.................................................................... 17
3.19 De interessesignalen detecteren uit lichaamstaal ......................................................... 17
3.20 De beslissingsintentie via verbale taal detecteren ........................................................ 18
3.21 Een deal genoteerd : Wat zeker weten en doen ? ......................................................... 18
3.22 (Nog) geen deal genoteerd : Wat zeker weten en doen ? .............................................. 18
3.23 Prijs en non-verbaal communiceren.............................................................................. 18
3.24 Tips voor verbaal communiceren .................................................................................. 18
4 OEFENINGEN.............................................................................................................. 19
4.1 15 GOUDEN REGELS VOOR EEN KWALIFICATIEGESPREK. ............................................... 19
4.2 Bezwaren ombuigen. .................................................................................................... 20
4.3 Oefening 1 /case 1 ........................................................................................................ 20
4.4 Oefening 2 / case 2 ....................................................................................................... 20
4.5 Oefening 3 /case 3 ........................................................................................................ 21
5 Hoofdstuk 4 – communicatietechnieken ..................................................................... 21
5.1 Feedback ...................................................................................................................... 21
5.1.1 Belang van feedback ................................................................................................................. 22
5.1.2 Effect van feedback .................................................................................................................. 23
5.1.3 Technieken................................................................................................................................ 23
5.1.4 voorwaarden feedback ............................................................................................................. 24
5.2 Feed forward ................................................................................................................ 24
5.2.1 Technieken................................................................................................................................ 24
5.2.2 Voorwaarden feed forward ...................................................................................................... 24
5.3 Leo techniek ................................................................................................................. 25
5.4 De gekraste grammofoonplaat ..................................................................................... 26
5.5 DESC2 ............................................................................................................................ 26
5.6 15 diamanten communicatietips voor sales .................................................................. 27
6 Oefeningen/cases ...................................................................................................... 28
6.1.1 Sales pitch ................................................................................................................................. 28
6.1.2 SANDWICH TECHNIEK ............................................................................................................... 29
6.1.3 LEO TECHNIEK ........................................................................................................................... 29
, 6.1.4 DESCC TECHNIEK ....................................................................................................................... 30
7 Hoofdstuk 5 – omgaan met moeilijke klanten ............................................................ 31
7.1 EEN KLACHT IS EEN KANS .............................................................................................. 31
7.2 KLACHTENBEHANDELING: HET STAPPENPLAN .............................................................. 32
7.2.1 Stap 1. Ontmijn de situatie ....................................................................................................... 32
7.2.2 Stap 2. Begrijp en bevestig de klant .......................................................................................... 32
7.2.3 Stap 3. Analyseer de klacht ....................................................................................................... 33
7.2.4 Stap 4. Betrek de klant bij de oplossing .................................................................................... 33
7.2.5 Stap 5. Oplossing voorstellen.................................................................................................... 33
7.2.6 Wat als je niet direct een oplossing kunt bieden? .................................................................... 33
7.2.7 Valkuilen ................................................................................................................................... 33
7.3 THE WORD OF MOUSE .................................................................................................. 34
7.4 SOORTEN MOEILIJKE KLANTEN ..................................................................................... 35
7.5 VERBINDENDE COMMUNICATIE ................................................................................... 38
7.5.1 Soorten conflicten .................................................................................................................... 38
7.5.2 ONDERHANDELINGSTECHNIEKEN ............................................................................................. 39
8 Oefeningen ................................................................................................................ 43
8.1 POSITIEVE TAAL ............................................................................................................ 43
8.2 ROLLENSPEL ................................................................................................................. 43
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