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CE7 Samenvatting Edumundo Sales&Accountmanagement
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CE7 Samenvatting Edumundo Sales&Accountmanagement
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Samenvatting Edumundo Sales& Accountmanagement
Commerciële Economie, jaar 2 (blok 3)
,Inhoud
Module 1. Introductie sales & accountmanagement.............................................................................4
1.1 Inleiding........................................................................................................................................4
Module 2. Omgevingsanalyse.................................................................................................................5
2.1 Inleiding: omgevingsfactoren.......................................................................................................5
2.2 Factoren op macroniveau.............................................................................................................5
2.2.1 Demografie............................................................................................................................5
2.2.2 De cultuur..............................................................................................................................5
2.2.3 Ecologie.................................................................................................................................5
2.2.4 Technologie...........................................................................................................................6
2.2.5 Economie...............................................................................................................................6
2.2.6 Wetgeving..............................................................................................................................6
2.3 Factoren op mesoniveau..............................................................................................................6
2.3.1 Concurrentie..........................................................................................................................7
2.3.2 Veeleisende resellers.............................................................................................................7
2.3.3 Veeleisende eindklanten.......................................................................................................8
2.4 Factoren op microniveau..............................................................................................................9
Module 3. Accountmanagement............................................................................................................9
3.1 Accountmanagement, waarom?...................................................................................................9
3.1.1 Voor welke aanbieders?......................................................................................................10
3.1.2 Nog meer redenen...............................................................................................................11
3.2 Voorbereiding.............................................................................................................................11
3.2.1 Maak een accountplan.........................................................................................................11
3.2.2 Kies je key accounts.............................................................................................................12
3.3 Van start!....................................................................................................................................13
3.4 Accountmanagement – de verschillende soorten......................................................................14
3.4.1 Resell of B2B?......................................................................................................................14
3.4.2 Aanbestedingen...................................................................................................................14
3.4.3 Jouw plaats binnen de onderneming...................................................................................14
3.4.4 Verschillende niveaus..........................................................................................................15
3.5 Net Promotor Scores (NPS).........................................................................................................15
3.6 Tot slot........................................................................................................................................15
Module 4. Strategie..............................................................................................................................15
4.1 De juiste markt vinden................................................................................................................15
4.1.1 Bepaal de marktkrachten.....................................................................................................16
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, 4.1.2 Bepaal de businessaantrekkelijkheid...................................................................................16
4.1.3 Kies je klanten......................................................................................................................16
4.2 Strategieontwikkeling.................................................................................................................17
4.2.1 Concurrentiestrategieën van Porter....................................................................................17
4.2.2 Treacy en Wiersema............................................................................................................18
4.3 Strategie-implementatie.............................................................................................................19
4.3.1 Vier niveaus.........................................................................................................................20
4.3.2 Doorvertalen strategie.........................................................................................................20
4.3.3 Balanced scorecard..............................................................................................................20
Module 5. CRM.....................................................................................................................................20
5.1 Inleiding......................................................................................................................................20
5.2 Waarom CRM?............................................................................................................................21
5.2.1 Het verkoopplanningsproces...............................................................................................21
5.2.2 Klantsegmentatie.................................................................................................................21
5.2.3 Klantentrouw.......................................................................................................................22
5.2.4 Cross selling (en multi level selling).....................................................................................22
5.2.5 De geïndividualiseerde waardepropositie...........................................................................22
5.3 Voorwaarden voor succesvol CRM.............................................................................................22
5.3.1 Bedrijfsstrategie...................................................................................................................22
5.3.2 Draagvlak.............................................................................................................................23
5.3.3 Goede arbeidsomstandigheden...........................................................................................23
5.4 De aanpak...................................................................................................................................23
5.4.1 Klantbezoeken.....................................................................................................................23
5.4.2 De dialoog op afstand..........................................................................................................24
5.4.3 Key drivers analysis..............................................................................................................24
5.4.4 Direct marketing..................................................................................................................24
5.4.5 Social media.........................................................................................................................24
Module 6. Accountability.....................................................................................................................24
6.1 Inleiding......................................................................................................................................24
6.2 Maandag: het gesprek met je verkopers....................................................................................25
6.3 Dinsdag: het gesprek met de klant.............................................................................................25
6.4 Woensdag: het distributiekanaal................................................................................................27
6.5 Donderdag: het break-evenpoint...............................................................................................29
6.6 Vrijdag: de prijzen.......................................................................................................................29
6.6.1 De prijs op basis van de kosten............................................................................................30
6.6.2 Prijszetting op basis van de concurrent...............................................................................30
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, 6.6.3 Prijsstelling op basis van de wensen van de klant................................................................31
6.6.4 Prijsstelling op basis van je strategie...................................................................................31
6.7 Zaterdag: de financiële organisatiecijfers...................................................................................31
6.7.1 Liquiditeit.............................................................................................................................32
6.7.2 Solvabiliteit..........................................................................................................................32
6.7.3 Rentabiliteit.............................................................................................................................33
6.7.4 Tot slot.................................................................................................................................34
Module 7. Salesprognose.....................................................................................................................34
7.1 Waarom salesprognoses.............................................................................................................34
7.2 Prognoses met weinig kwantitatieve gegevens..........................................................................34
7.2.1 Voorspellen zonder extrapoleerbare kwantitatieve gegevens: marktonderzoek................35
7.3 Prognoses met veel kwantitatieve gegevens..............................................................................36
7.3.1 Tijdreeksen..........................................................................................................................36
7.3.2 De analyse van het afnemersproces........................................................................................37
7.3.3 De OSKA-matrix...................................................................................................................37
7.4 Complimenterende factoren......................................................................................................38
7.5 Aggregatieniveau........................................................................................................................38
Module 8. Kanaalmanagement............................................................................................................38
8.1 Inleiding......................................................................................................................................38
8.2 Kanaalkeuze: zelf doen of uitbesteden?.....................................................................................39
8.2.1 Transactiekosten en kanaalkeuze........................................................................................40
8.2.2 Direct of indirect saleskanaal: onderzoek in USA.................................................................41
8.2.3 Beslissingen in distributie....................................................................................................41
8.2.4 Restricties............................................................................................................................41
8.3 Succesfactoren in kanaalmanagement.......................................................................................42
8.4 Vertrouwen en macht in kanaalmanagement............................................................................42
8.5 Beloning in kanaalmanagement.................................................................................................43
8.6 Het toenemende belang van het onlinekanaal...........................................................................44
Module 9. Sales leadership...................................................................................................................44
9.1 Leider of manager?.....................................................................................................................44
9.2 De vier pijlers onder je salesgebouw..........................................................................................44
9.3 Stijlen van leidinggeven..............................................................................................................45
9.4 Individuele verschillen................................................................................................................45
9.5 Vrienden en criticasters..............................................................................................................46
9.6 Zelfsturende teams.....................................................................................................................46
9.7 Zeven gewoonten.......................................................................................................................47
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