Summary
Samenvatting - Verkoopstechnieken
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Uitgebreide samenvatting met voldoende informatie, tips, voorbeelden, do's en don't tijdens een verkoopgesprek en de stappen van een verkoopsgesprek.
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Verkoopstechnieken2. Het verkoopproces en DMU/PSU
Buying Journey
, DMU versus PSU in B2B
• Decision Making Unit: initiator, beïnvloeder, gebruiker, inkoper, beslisser, gemachtigde,
gatekeeper, coach
o Soms tegenstrijdige belangen
o Ken de DMU en pas je aanpak aan volgens de rol
• Problem Solving Unit: team van personen die verkoopondersteuning biedt aan de klant
o Stel je PSU samen o.b.v. de DMU
How B2B customers buy, is changing:
digital (and mobile) first
, Hebben salesfuncties nog toekomst?
• B2C:
o Steeds meer online aankoop
o Groot deel van buying journey online (online video’s, reviews, etc.) klant =
beter geïnformeerd
o Rol en invulling persoonlijke verkoop in B2C verandert
• B2B:
o Buying journey inkopers: 85% online in 2020
o Sales blijft belangrijk
o Rol van sales: solution selling, consultative selling, strategic selling, heart selling
B2B buying journey & sales funnel
• Groeiend belang van social selling
= Alle gerichte acties, online en via social mediaplatformen, om contact te leggen met
(potentiële) klanten (digital natives>< digital immigrants)
• Cold calling daalt - Inbound marketing stijgt
• Gevolg: commerciële mensen moeten andere vaardigheden hebben
• Netwerken wordt nog belangrijkere vaardigheid
• Traditionele commerciële vaardigheden verdwijnen niet, maar invulling verandert
Word of mouth is still king… but for Digital Natives social media is the same thing!
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