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Samenvatting Commerciële vaardigheden
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Een samenvatting van Commerciële vaardigheden. De samenvatting is een combinatie van het boek en de powerpoints.
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Commerciële vaardighedenInhoudsopgave
1 IMAGO VAN HET VERKOOPVAK................................................................................................................... 4
1.1 HET CLICHÉ VAN DE HARDSELLERS........................................................................................................................4
1.2 DE MYTHE VAN HET GUNNEN..............................................................................................................................4
1.3 INVLOED VAN SALESMANAGEMENT.......................................................................................................................4
1.4 PLAATS VERKOOPVAK IN ONDERWIJSAANBOD..........................................................................................................4
1.5 DE RELATIE TUSSEN MARKETING EN VERKOOP.........................................................................................................4
1.5.1 Tijdsaspect...............................................................................................................................................4
1.5.2 Afstand van de markt..............................................................................................................................5
1.5.3 Micro- en macrobenadering....................................................................................................................5
1.5.4 De verkoop stuurt de marketing aan.......................................................................................................5
1.6 DE VISIE VAN DE ALGEMENE DIRECTIE....................................................................................................................5
1.7 DE ROL VAN MEDIA...........................................................................................................................................5
1.8 DE INVLOED VAN VERKOPERS MET WEINIG TALENT..................................................................................................5
1.9 TOENEMENDE VOORINFORMATIE..........................................................................................................................5
1.10 TOENEMENDE CONCURRENTIE VAN ONLINE VERKOOPSYSTEEM.................................................................................5
2 VERKOPEN IS EEN VAK................................................................................................................................ 6
3 DE SOCIALE KLANT VAN VERKOPEN............................................................................................................. 6
4 DE HISTORIEK VAN HET VERKOOPVAK......................................................................................................... 6
5 VERKOOPSTIJLEN........................................................................................................................................ 7
6 VERKOOPAVERSIE....................................................................................................................................... 8
7 EVOLUTIE VAN HET VERKOOPVAK............................................................................................................... 9
7.1 EVOLUTIE VAN DE RELATIE TUSSEN WERKGEVER EN VERKOPER...................................................................................9
7.2 BLIJFT HET VERKOOPVAK BESTAAN?......................................................................................................................9
8 MARKTTRENDS EN VERKOOPFILOSOFIE....................................................................................................... 9
8.1 CONJUNCTUUR.................................................................................................................................................9
8.2 STAGNERENDE VERZADIGDE MARKTEN...................................................................................................................9
8.3 PRIJSDRUK.......................................................................................................................................................9
8.4 INKOPERS EN BEÏNVLOEDERS STEEDS BETER OPGELEID.............................................................................................10
8.5 EVOLUTIE IN INKOOPBESLISSINGEN.....................................................................................................................10
8.6 LEVERANCIERS BEPERKEN..................................................................................................................................10
8.7 ALTIJD ONLINE................................................................................................................................................10
8.8 GEÏNTEGREERDE MARKETING.............................................................................................................................10
8.9 AANTAL VERKOPERS VERMINDERT......................................................................................................................11
8.10 UITDAGERS WINNEN MEER ORDERS..................................................................................................................11
8.11 TOTALE KLANTENRELATIE MANAGEN.................................................................................................................11
8.12 VAN EEN VERNIEUWDE SALES FUNNEL NAAR LOYALTY LOOP...................................................................................11
8.12.1 De rol van sales vroeger......................................................................................................................11
8.12.2 Rol van sales: nu..................................................................................................................................11
8.12.3 Social selling........................................................................................................................................12
8.13 CUSTOMER EXCELLENCE..................................................................................................................................13
9 WAT IS VERKOPEN.................................................................................................................................... 13
10 VUCA...................................................................................................................................................... 14
1 INLEIDING................................................................................................................................................. 14
2
,2 STRUCTUUR VAN HET VERKOOPGESPREK..................................................................................................15
3 KENNISMAKINGSFASE TIJDENS PROSPECTIE IN DE B2B VERKOOP..............................................................15
3.1 DOELSTELLINGEN VAN DE KENNISMAKINGSFASE.....................................................................................................15
3.2 FOUTEN BIJ HET OPENEN VAN HET PROSPECTIEGESPREK..........................................................................................16
3.2.1 De klant bedanken voor het gesprek.....................................................................................................16
3.2.2 Een veel te lange inleiding.....................................................................................................................16
3.2.3 Vertellen dat je de firma komt voorstellen............................................................................................16
3.2.4 Tegenspraak: zeggen dat je vragen wilt stellen maar toch eerst uitleg geven.....................................16
3.2.5 Uitgaan van het eigen belang...............................................................................................................16
3.2.6 Beginnen met een verborgen verwijt....................................................................................................16
3.2.7 Veronderstellen.....................................................................................................................................16
3.2.8 Mes op de keel.......................................................................................................................................16
3.3 MANIEREN OM HET BEGIN VAN EEN RELATIE TE BEVORDEREN..................................................................................16
3.3.1 De naam van de klant............................................................................................................................16
3.3.2 De naam van de verkoper......................................................................................................................16
3.3.3 De handdruk..........................................................................................................................................16
3.3.4 Het visitekaartje.....................................................................................................................................17
3.3.5 De glimlach............................................................................................................................................17
3.4 STRUCTUUR VAN DE KENNISMAKINGSFASE...........................................................................................................17
3.4.1 Jezelf voorstellen bij het eerste prospectiebezoek.................................................................................17
3.4.2 Hoe het niet moet..................................................................................................................................17
3.4.3 Script voor een kennismakingsfase.......................................................................................................17
3.4.4 Openen met een agendavoorstel..........................................................................................................17
3.4.5 De essentie van de kennismakingsfase.................................................................................................18
3.4.6 Psychologische aspecten van de kennismakingsfase............................................................................18
3.5 VALKUILEN TIJDENS DE KENNISMAKINGSFASE........................................................................................................18
3.6 SLOTBESCHOUWING.........................................................................................................................................18
4 DE BEHOEFTEANALYSE.............................................................................................................................. 18
4.1 DE ESSENTIE VAN DE BEHOEFTEANALYSE..............................................................................................................18
4.2 IMPLICIETE EN EXPLICIETE BEHOEFTE...................................................................................................................19
4.3 OPENEN VAN DE BEHOEFTEANALYSE...................................................................................................................19
4.3.1 Foutieve opening van de behoefteanalyse............................................................................................19
4.3.2 De behoefteanalyse openen..................................................................................................................19
4.4 STRUCTUUR VAN DE BEHOEFTEANALYSE...............................................................................................................20
4.4.1 Structuur voor junior verkopers.............................................................................................................20
4.4.2 Enquêteformule.....................................................................................................................................20
4.4.3 De organische ontwikkeling van de behoefteanalyse...........................................................................20
4.4.4 De thematische behoefteanalyse..........................................................................................................20
4.5 DE VRAAGSTELLINGSTECHNIEK VERBETEREN..........................................................................................................20
4.6 ACHTTIEN FOUTEN IN DE VRAAGSTELLINGSTECHNIEK..............................................................................................20
4.7 TWAALF OORZAKEN VAN GEBREKKIGE LUISTERVAARDIGHEID....................................................................................21
4.8 VALKUILEN TIJDENS BEHOEFTEANALYSE................................................................................................................22
4.9 DE BEHOEFTEANALYSE AFSLUITEN.......................................................................................................................22
5 VISUEEL ONDERBOUWEN.......................................................................................................................... 22
5.1 ANALYSE VAN DE ACHTERGRONDEN....................................................................................................................22
5.2 DOELSTELLINGEN VAN HET VISUEEL ONDERBOUWEN..............................................................................................22
5.3 DEMONSTRATIETECHNIEK..................................................................................................................................22
5.3.1 Vijf demonstratietips.............................................................................................................................23
5.4 VALKUILEN TIJDENS HET VISUEEL ONDERBOUWEN..................................................................................................23
5.5 VERBALE EN NON-VERBALE COMMUNICATIE.........................................................................................................23
2
, 5.5.1 Referentiekader.....................................................................................................................................23
5.5.2 Verbale taal en non-verbaal gedrag......................................................................................................23
5.5.3 Kleding...................................................................................................................................................23
5.5.4 Territoriumvorming...............................................................................................................................23
5.5.5 Praktijkvoorbeelden...............................................................................................................................23
6 ARGUMENTEREN...................................................................................................................................... 24
6.1 DOELSTELLINGEN VAN DE ARGUMENTATIEFASE.....................................................................................................24
6.2 DE OVERGANG NAAR DE ARGUMENTATIEFASE.......................................................................................................24
6.3 VERKOOPARGUMENTEN ONTWIKKELEN................................................................................................................24
6.3.1 Sellogram...............................................................................................................................................24
6.3.2 Technische kenmerken..........................................................................................................................24
6.3.3 Voordelen..............................................................................................................................................24
6.3.4 Belangrijke koopmotieven.....................................................................................................................25
6.3.5 Verkoopargumenten..............................................................................................................................25
6.4 HULPMIDDELEN BIJ DE ARGUMENTATIE................................................................................................................25
6.5 VALKUIL TIJDENS DE ARGUMENTATIEFASE.............................................................................................................25
7 BEZWAREN BEHANDELEN.......................................................................................................................... 25
7.1 WAAROM OPPEREN KLANTEN BEZWAREN............................................................................................................25
7.2 BEZWAREN OF IETS ANDERS..............................................................................................................................25
7.3 WANNEER KOMEN BEZWAREN VOOR IN DE VERKOOPPRESENTATIE............................................................................26
7.4 BEZWAREN REMMEN HET VERKOOPPROCES AF......................................................................................................26
7.5 METHODEN EN TECHNIEKEN OM BEZWAREN TE BEHANDELEN..................................................................................27
7.5.1 Hoe pak je bezwaren aan......................................................................................................................27
7.5.2 Technieken om bezwaren te behandelen..............................................................................................27
7.6 PROEFAFSLUITEN.............................................................................................................................................27
7.7 PRAKTIJKGEVALLEN..........................................................................................................................................27
8 KOOPSIGNALEN........................................................................................................................................ 28
8.1 NON-VERBALE KOOPSIGNALEN...........................................................................................................................28
8.2 VERBALE KOOPSIGNALEN..................................................................................................................................28
8.3 KOOPSIGNALEN PROVOCEREN............................................................................................................................28
8.4 KOOPSIGNALEN GEBRUIKEN OM AF TE SLUITEN.....................................................................................................28
9 AFSLUITEN................................................................................................................................................ 28
9.1 WAAROM GAAT AFSLUITEN DE MIST IN...............................................................................................................28
9.2 AFSLUITMETHODE...........................................................................................................................................28
9.2.1 Proefafsluiten........................................................................................................................................28
9.2.2 Echt afsluiten.........................................................................................................................................29
9.3 VRAGEN WAT JE NODIG HEBT............................................................................................................................29
9.4 TWAALF MANIEREN OM NEE TE ZEGGEN..............................................................................................................29
9.5 TIEN FOUTEN BIJ HET AFSLUITEN........................................................................................................................29
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