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Samenvatting marketing & sales support
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Een samenvatting van het vak marketing & salessupport
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Marketing en sales supportInhoudsopgave
1 LEAD GENERATIE EN PROSPECTEREN........................................................................................................... 3
1.1 INLEIDING...........................................................................................................................................................3
1.2 BUSINESS FUNNEL................................................................................................................................................3
1.2.1 Business funnel........................................................................................................................................3
1.2.2 Marketing funnel.....................................................................................................................................4
1.2.3 Sales funnel..............................................................................................................................................7
1.2.4 Manage de funnel....................................................................................................................................8
1.3 SPIN SELLING.....................................................................................................................................................9
1.3.1 De vier fasen van een verkoopgesprek....................................................................................................9
1.3.2 Situatievragen........................................................................................................................................10
1.3.3 Probleemvragen....................................................................................................................................10
1.3.4 Implicatievragen....................................................................................................................................10
1.3.5 Need-payoff vragen...............................................................................................................................11
1.3.6 Stappenplan...........................................................................................................................................12
1.4 ADRESMANAGEMENT.........................................................................................................................................12
1.4.1 De voordelen van een kwalitatief klantenbestand................................................................................12
1.4.2 Hoe bouw je een klantenbestand uit.....................................................................................................12
1.4.2.1 Welke gegevens heb je nodig?.......................................................................................................................12
1.4.2.2 Klantengegevens verzamelen........................................................................................................................13
2 EFFICIËNTE TECHNIEKEN OM POTENTIËLE KLANTEN AAN TE TREKKEN.......................................................13
2.1 TELEFONISCHE AFSPRAAK MAKEN..........................................................................................................................13
2.1.1 Callscript................................................................................................................................................13
2.1.2 Doelen....................................................................................................................................................14
2.1.3 Telefoneren met de juiste mindset........................................................................................................14
2.1.4 Telefoon etiquettes................................................................................................................................14
2.1.5 Voorbij de buffer....................................................................................................................................14
2.1.6 De afspraak............................................................................................................................................15
3 OFFERTE MANAGEMENT........................................................................................................................... 15
3.1 INLEIDING.........................................................................................................................................................15
3.2 WIN-RATIO OFFERTES.........................................................................................................................................15
3.3 REAGEREN OP ELKE OFFERTE AANVRAAG................................................................................................................16
3.4 BETERE OFFERTES MAKEN....................................................................................................................................16
3.4.1 Structuur en inhoud...............................................................................................................................17
3.4.2 Vormgeving...........................................................................................................................................18
3.4.3 Prettige communicatie...........................................................................................................................18
3.4.4 De offerte mailen...................................................................................................................................18
3.5 OFFERTES BETER OPVOLGEN................................................................................................................................18
4 KLANTGERICHT DENKEN............................................................................................................................ 18
4.1 BRUGZINNEN....................................................................................................................................................18
4.2 IMPACT VERHOGEN............................................................................................................................................19
4.3 ONETHISCHE ZELFPROMOTOREN...........................................................................................................................19
4.4 DE VIER INZICHTEN VAN DE TOLTEKEN...................................................................................................................19
4.5 DE ROOS VAN LEARY...........................................................................................................................................19
1
,5 KLACHTENMANAGEMENT......................................................................................................................... 20
5.1 INLEIDING.........................................................................................................................................................20
5.2 STAPPENPLAN KLACHTENBEHANDELING..................................................................................................................20
2
, 1 Lead generatie en prospecteren
1.1Inleiding
Leadgeneratie = marketingtechniek, leads aantrekken om daar gegevens achter te laten
sales – klaar doorgegeven aan sales team
Lead/potentiële klant: mogelijk contact dat voor uw bedrijf een contact kan worden
Waarom nieuwe leads en prospecten:
Klantbehoud
Je bent niet alleen in de markt, concurrentie
Groeien/stand houden op de markt
Gemiddelde kosten van verkopersbezoek moet dalen
Prospecteren: fris en creatief blijven
Aanpassen aan de markt
Prospecteren hogere omzet en marges
Kosteninflatie
De juiste marketingstrategie: klantretentie en/of nieuwe klanten
Marketingstrategie = kompas bedrijf: bepalen van LT koers
Klantretentie
Breuk voorkomen met de klant
Voorkomen van verval en weglopen
Reactief van aard en maatregelen ontstaan als reactie op veranderingen die voorkomen dat
het klantenbestand krimpt
Loyaliteit (programma’s)
o LT relatie d.m.v. mond-tot-mond reclame
Nieuwe klanten
Duur
Cross – selling: aanverwante (product & diensten)
Up – selling: duurder
o Voor 1 auto geen 2 verzekeringen
1.2Business Funnel
1.2.1 Business funnel
= pijplijn, visualiseren van de weg van doelgroep naar order
lead wordt klant via deze weg
6 stappen van doelgroep naar order
Taken
Goed geoptimaliseerde funnel: verleiden van
potentiële klanten tot aankoop
Ieder kent zijn taken
Nadeel: marketing – sales als concurrenten
Organogram
3
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