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Kommunikasjons som gir resultater er et Confex foredrag jeg holdet under Den Store Salgsdagen 13 Mai 2014.
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saturations of the colours, but we still recommend these second to darkest ones
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
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2. Choose Format Background , 3. Select Fill and choose your colour
4. Click OK
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CREUNA Kommunikasjon som gir resultater! Alain Fassotte – Senior Consultant & Director of Sales
© Creuna
creuna.no Selgeren [email protected]
AFassotte +47 920 611 16 AFassotte
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Hvem er selgeren?
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Det er vår jobb å lage butikk! …og alle andres jobb å drive butikk!
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Tidslinje
Målfokusert
Resultatorientert Hunter
Drømmeresultater
Gode erfaring
Fremtid Fortid Nåtid
?
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Død over salgsprosessen!
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Hvorfor ikke følge kjøpsprosessen?
© Creuna
Kjøp
4.
Behov
1.
Løsning
3.
Kriterier
2.
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Hva er det kjøpsutløsende kriteriet for en Dressmann XL kunde, når han skal kjøpe et belte?
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Kjøp Behov
Løsning
Kriterier
Salg Definere
Arkitekt
Utforske
Redusere opplevd risiko for feilkjøp
4. 1. 3. 2.
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Darker colours You’re basically free to use the different saturations
of the colours, but we still recommend these second to darkest ones
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour
4. Click OK
Key takeaway 1
© Creuna
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© Creuna
Kjøp
4.
Behov
1.
Løsning
3.
Kriterier
2.
Identifiser kunde i kjøpsprosessen og guide han resten av veien, slik at han føler lav risiko for feilkjøp
Finn de reelle kjøpsutløsende kriteriene!
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Kjøp
4.
Behov
1.
Løsning
3.
Kriterier
2.
3 % 7 % 30 % 30 %
Men! –det er alltid ett MEN eller to….
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Darker colours You’re basically free to use the different saturations
of the colours, but we still recommend these second to darkest ones
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour
4. Click OK
97 % av kundene gjennom en kjøpsprosess uten at din bedrift blir aktivt involvert!
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Kilde: McKinsey & Company
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© Creuna
Kjøp
4.
Behov
1.
Løsning
3.
Kriterier
2.
97 %!
Choose among many Layouts Right-click on slide and select Layout
Darker colours You’re basically free to use the different saturations
of the colours, but we still recommend these second to darkest ones
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour
4. Click OK
Du er i dialog med 0,3 % av de potensielle kunder som går igjennom en kjøpsprosess!
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Salg er en kontinuerlig kundereise
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under
før
etter
Tradisjonell salgskommunikasjon
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Salget kan skje i alle kontaktpunktene!
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under
Før
Etter
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© Creuna ∞ under
før
etter
Ferskvare-disk
Hyller
Aktiviteter
Mobil app
Inngangs-parti
Radio
TV
SMS
Mobil
Web
en kontinuerlig kundereise
Pose
Web
Venner
Avis
Nyhetsbrev
Mobil
Parkering
Lojalitets-kort
Automat
Nettbutikk
Ansatte Pante-automat
Demo
Handle-vogn
Parkering PR
Den totale kundeopplevelsen
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Prioritering
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© Creuna ∞ under
før
etter
Ferskvare-disk
Hyller
Mobil app
Facebook Mobil
Web
en kontinuerlig kundereise - hvor kunden får reell verdi fra oss i alle kontaktpunktene
Web
Nyhetsbrev
Mobil
Lojalitets-kort
Handle-vogn
Choose among many Layouts Right-click on slide and select Layout
Darker colours You’re basically free to use the different saturations
of the colours, but we still recommend these second to darkest ones
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour
4. Click OK
Key takeaway 2
© Creuna
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2. Choose Insert/Click Picture-button 3. Select image and click OK
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Identifiser de viktigste kontaktpunktene på kundereisen og som gir best kost-nytte
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og få kunden inn i butikken igjen!
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Digital!
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93 % av B2B kjøp starter med søk
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Kilde: McKinsey & Company
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Er du digitalt synlig?
Utfordring nummer 1!
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Level 1 = Introtext Level 2 = Subtext
Level 3 = Bodytext
Hvor henter kunden kjøpsinformasjon fra?
© Creuna Kilde: Nielsen – The role of content Mars 2014
Social media
User Reviews
Online Advertising
Expert Reviews
Word Of Mouth
Official Brand Websites
TV Advertising
54 %
52 %
51 %
46 %
45 %
44 %
40 %
Choose among many Layouts Right-click on slide and select Layout
Darker colours You’re basically free to use the different saturations
of the colours, but we still recommend these second to darkest ones
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour
4. Click OK
Innhold fra eksperter har 83% mer påvirkning på kjøpsbeslutning enn for eksempel kundeomtale!
© Creuna
Kilde: Nielsen – The role of content Mars 2014
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Hvem har sagt at ikke du kan være eksperten?
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Utfordrerselgeren
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Size of image=1500x844 px (2000x1126 px for even better quality) I B2B kjøpes
det mest fra dem man lærer av!
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Key takeaway 3
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Utfordreren lærer kundene noe • Han fokuserer ikke på produktdata
eller fordeler. • Han selger på unik kunnskap og nye
synspunkter om kundens marked. • Han deler sin kunnskap med
markedet. • Kan kommer med ideer som kunden
vil tjene- eller spare penger på. • Ideer kunden ikke selv har tenkt på.
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Utfordreren skreddersyr salgsbudskapet til den enkelte kunde • Utfordreren finner kundens
forretningsmål og argumenterer rundt disse.
• Utfordreren er en ekspert til å identifisere hva som vil senke kundens risikoopplevelse.
• Utfordreren tilnærmer seg kjøpshindringer med kunnskap og nye ideer.
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Utfordreren tar kontroll over salget
• Utfordreren er ikke aggressiv, men han er utfordrende.
• Han er komfortable med at det er friksjon mellom han og kunde.
• Han bøyer seg ikke for alle kundenskrav og har en tendens til å presse kunde.
• Utfordreren får salget ved å få kunden til å tenke utenfor boksen.
• Han bruker innsikt og kunnskap for å skape spenning i salget.
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2. Choose Insert/Click Picture-button 3. Select image and click OK
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© Creuna
Choose among many Layouts Right-click on slide and select Layout
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2. Choose Insert/Click Picture-button 3. Select image and click OK
Size of image=1500x844 px (2000x1126 px for even better quality)
Alltid ønske kundens beste!
© Creuna
Choose among many Layouts Right-click on slide and select Layout
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour and click OK
Make a new slide to add or change the icons by using graphics from www.iconmonstr.com
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Darker colours You’re basically free to use the different saturations of
the colours, but we still recommend these second to darkest ones
takk for meg! :)
creuna.no Selgeren [email protected]
AFassotte +47 920 611 16 AFassotte
© Creuna
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