{"id":8101,"date":"2014-09-15T17:31:14","date_gmt":"2014-09-15T15:31:14","guid":{"rendered":"https:\/\/www.minicrm.hu\/?p=8101"},"modified":"2021-07-14T15:38:04","modified_gmt":"2021-07-14T13:38:04","slug":"b2b-ertekesites-alapjai","status":"publish","type":"post","link":"https:\/\/www.minicrm.hu\/blog\/2014\/09-15\/b2b-ertekesites-alapjai\/","title":{"rendered":"A B2B \u00e9rt\u00e9kes\u00edt\u00e9s alapjai"},"content":{"rendered":"<p>Ha a c\u00e9ged B2B alapon m\u0171k\u00f6dik, ak\u00e1r m\u00e1r egy kliensed elveszt\u00e9se is nagy \u00e9rv\u00e1g\u00e1s lehet a v\u00e1llalkoz\u00e1sodnak. Hogy minimaliz\u00e1ld ennek a vesz\u00e9ly\u00e9t,<\/p>\n<ol>\n<li>Alapos ismeretekkel kell rendelkezned, mi a fontos a vev\u0151idnek<\/li>\n<li>Olyan \u00e9rt\u00e9kes\u00edt\u00e9si strat\u00e9gi\u00e1t kell l\u00e9trehoznod, ami a lehet\u0151 legt\u00f6bb odafigyel\u00e9st adja, \u00e9s a lehet\u0151 legt\u00f6bb el\u0151nyh\u00f6z juttatja a legjobb v\u00e1s\u00e1rl\u00f3idat<\/li>\n<\/ol>\n<p>A j\u00f3, bizalomteljes kapcsolat kialak\u00edt\u00e1sa az\u00e9rt is k\u00fcl\u00f6n\u00f6sen fontos, mert a hasonl\u00f3an \u00e1razott term\u00e9kek\/szolg\u00e1ltat\u00e1sok k\u00f6z\u00f6tti k\u00fcl\u00f6nbs\u00e9gt\u00e9tel sokszor szubjekt\u00edv k\u00e9rd\u00e9s. Ezt er\u0151s\u00edti meg a <a href=\"www.mckinsey.com\/insights\/marketing_sales\/the_basics_of_business-to-business_sales_success\">McKinsey <\/a>tan\u00e1csad\u00f3 c\u00e9g 2010-es kutat\u00e1sa is, amely szerint a v\u00e1llalati vev\u0151k \u2013 b\u00e1r sz\u00f3ban a term\u00e9k \u00e1r\u00e1t \u00e9s annak k\u00fcl\u00f6nlegess\u00e9g\u00e9t hangs\u00falyozz\u00e1k \u2013 a d\u00f6nt\u00e9seiket legjobban a term\u00e9k funkci\u00f3i, illetve az \u00e1ltal\u00e1nos \u00e9rt\u00e9kes\u00edt\u00e9si \u00e9lm\u00e9ny hat\u00e1rozza meg.<\/p>\n<p><strong>Mi a legfontosabb a <a href=\"https:\/\/www.minicrm.hu\/tour\/sales\/\">B2B \u00e9rt\u00e9kes\u00edt\u00e9sben<\/a> \u2013 c\u00e9gen bel\u00fcl?<\/strong><\/p>\n<ul>\n<li>A j\u00f3 kapcsolatteremt\u0151-\u00e9s \u00e9p\u00edt\u0151 k\u00e9pess\u00e9gek elengedhetetlenek<\/li>\n<li>Magasan k\u00e9pzett \u00e9rt\u00e9kes\u00edt\u00e9si csapat (a term\u00e9kkel kapcsolatban is \u2013 a m\u00e1r eml\u00edtett McKinsey kutat\u00e1sban r\u00e9sztvev\u0151k 20%-a szerint a B2B kapcsolatokat legink\u00e1bb az teszi t\u00f6nkre, ha az \u00e9rt\u00e9kes\u00edt\u0151k nem ismerik el\u00e9g j\u00f3l a term\u00e9ket)<\/li>\n<li>A v\u00e1llalkoz\u00e1s t\u00f6bbi r\u00e9sze (a k\u00f6nyvel\u00e9s, a technikusok) az \u00e9rt\u00e9kes\u00edt\u0151 csapatnak szinte folyamatos t\u00e1mogat\u00e1st kell ny\u00fajtania.<\/li>\n<\/ul>\n<p><strong>Hogyan hoznak a v\u00e1llalati vev\u0151k d\u00f6nt\u00e9st?<\/strong><\/p>\n<p>A d\u00f6nt\u00e9shozatal 5 l\u00e9p\u00e9se:<\/p>\n<p>Probl\u00e9ma-felismer\u00e9s &gt; Kutat\u00e1s &gt; Az alternat\u00edv\u00e1k elemz\u00e9se &gt; D\u00f6nt\u00e9s &gt; Az \u00e9rt\u00e9kes\u00edt\u00e9s ut\u00e1ni elemz\u00e9s<\/p>\n<p>Amit fontos \u00e9szben tartani, hogy szinte minden l\u00e9p\u00e9s k\u00fcl\u00f6nb\u00f6z\u0151 szem\u00e9ly r\u00e9sz\u00e9r\u0151l t\u00f6rt\u00e9nik. \u00c9rdemes meg\u00e9rdekl\u0151dni, vagy, ha erre nincs lehet\u0151s\u00e9g, v\u00e9giggondolni, hogyan t\u00f6rt\u00e9nhet a d\u00f6nt\u00e9shozatal az adott c\u00e9gn\u00e9l. Ha tudod, kik vesznek r\u00e9szt benne, k\u00f6nnyen r\u00e1j\u00f6hetsz, mi az az inform\u00e1ci\u00f3, amivel meg tudod \u0151ket gy\u0151zni. \u00c1ltal\u00e1ban ehhez hasonl\u00f3an \u00e9p\u00fcl fel a d\u00f6nt\u00e9shoz\u00f3 csapat:<\/p>\n<ul>\n<li>Kezdem\u00e9nyez\u0151 \u2013 aki a probl\u00e9m\u00e1ra\/hi\u00e1nyra el\u0151sz\u00f6r felfigyel<\/li>\n<li>D\u00f6nt\u00e9shoz\u00f3 \u2013 a menedzser<\/li>\n<li>Rendel\u0151 \u2013 lehet a d\u00f6nt\u00e9shoz\u00f3val megegyez\u0151 szem\u00e9ly, vagy az \u0150 csapat\u00e1nak r\u00e9sze<\/li>\n<li>Befoly\u00e1sol\u00f3 &#8211; aki javaslatokat ad az alternat\u00edv\u00e1k elemz\u00e9s\u00e9nek idej\u00e9n. \u00daj riaszt\u00f3 eset\u00e9n lehet p\u00e9ld\u00e1ul a karbantart\u00f3, aki, tegy\u00fck fel, ragaszkodik ahhoz a m\u00e1rk\u00e1hoz, amit m\u00e1r tud kezelni. Hogyan tudn\u00e1d k\u00f6nnyen meggy\u0151zni? Haszn\u00e1lati vide\u00f3kkal? Szem\u00e9lyes betan\u00edt\u00e1ssal?<\/li>\n<li>A felhaszn\u00e1l\u00f3k \u2013 \u0151k fogj\u00e1k a term\u00e9ket\/szolg\u00e1ltat\u00e1st a k\u00e9s\u0151bbiekben elemezni.<\/li>\n<\/ul>\n<p><strong>Mi alapj\u00e1n elemzik az alternat\u00edv\u00e1kat?<\/strong><\/p>\n<p>A krit\u00e9riumok, amik alapj\u00e1n a csapat d\u00f6nt, \u00e1ltal\u00e1ban egy m\u00e1trixban foglalhat\u00f3k \u00f6ssze, amiben olyan funkci\u00f3kat s\u00falyoznak, mint az \u00e1r, hogy a term\u00e9k funkci\u00f3i mennyire el\u00e9g\u00edtik ki a felmer\u00fcl\u0151 ig\u00e9nyeket, a sz\u00e1ll\u00edt\u00e1si id\u0151, stb. Ha v\u00e9giggondolod ezeket a szempontokat, k\u00f6nnyebben tudod befoly\u00e1solni a s\u00falyozotts\u00e1g\u00e1t \u2013 p\u00e9ld\u00e1ul szisztematikusan meggy\u0151zheted a vev\u0151t, hogy a m\u00e1trix egyes szempontjai nem olyan fontosak.<\/p>\n<p><strong>\u00c9rt\u00e9kes\u00edt\u00e9si strat\u00e9gia<\/strong><\/p>\n<p>Hogy melyik vev\u0151vel mennyit kell foglalkoznod, a k\u00f6vetkez\u0151 szempontok alapj\u00e1n sz\u00e1m\u00edthatod ki:<\/p>\n<ul>\n<li>\u00c1tlagos megrendel\u00e9s (Ft)<\/li>\n<li>\u00c9vi megrendel\u00e9sek sz\u00e1ma<\/li>\n<li>Mennyi helyre aj\u00e1nlott m\u00e1r<\/li>\n<li>Ezekb\u0151l az aj\u00e1nl\u00e1sokb\u00f3l mennyien v\u00e1s\u00e1roltak<\/li>\n<li>\u00c9ves brutt\u00f3 bev\u00e9tel az aj\u00e1nl\u00e1sokb\u00f3l (Ft)<\/li>\n<li>\u00c9ves brutt\u00f3 \u00e1rbev\u00e9tel az adott vev\u0151t\u0151l (Ft)<\/li>\n<li>Sz\u00e1m\u00edtott vev\u0151i \u00e9rt\u00e9k a fentiek alapj\u00e1n (Ft)<\/li>\n<li>A marketing k\u00f6lts\u00e9gek (m\u00ednuszban) (Ft)<\/li>\n<li>Nett\u00f3 vev\u0151i \u00e9rt\u00e9k (Ft)<\/li>\n<\/ul>\n<p>A nett\u00f3 vev\u0151i \u00e9rt\u00e9k alapj\u00e1n szintekbe tudod helyezni \u0151ket, \u00e9s a szintekhez start\u00e9gi\u00e1t csatolni: melyik vev\u0151vel \u00e9ri meg sokat foglalkozni, hogyan k\u00f6zel\u00edtsd meg azokat, akiknek szerinted magas lenne a vev\u0151i \u00e9rt\u00e9ke, stb.<\/p>\n<p><strong>Tippek <a href=\"https:\/\/www.minicrm.hu\/tour\/salesrep\/\">\u00e9rt\u00e9kes\u00edt\u0151knek<\/a>:<\/strong><\/p>\n<ul>\n<li>Gondolkodj a vev\u0151 fej\u00e9vel \u2013 ne a term\u00e9ked pr\u00f3b\u00e1ld eladni, hanem azt, hogy milyen eredm\u00e9nyeket tud a vev\u0151d el\u00e9rni vele.<\/li>\n<li>Ne csak egy \u00e1ltal\u00e1nos sales pitch-ed legyen! Bizony\u00edtsd be, hogy a vev\u0151 c\u00e9ge fontos neked, tudj meg r\u00f3luk min\u00e9l t\u00f6bbet m\u00e9g a tal\u00e1lkoz\u00f3 el\u0151tt, \u00e9s hangs\u00falyozd, hogyan tudsz az \u0150 probl\u00e9m\u00e1ikra megold\u00e1st ny\u00fajtani.<\/li>\n<li>L\u00e9gy \u0151szinte. El\u0151fordul, hogy a term\u00e9ked\/szolg\u00e1ltat\u00e1sod m\u00e9gsem megfelel\u0151 a vev\u0151nek, mert olyan c\u00e9ljaik, \u00fczleti modellj\u00fck van, amit nem eg\u00e9sz\u00edtene j\u00f3l ki az, amit te tudsz ny\u00fajtani. Az egyszeri, r\u00f6vid t\u00e1v\u00fa bev\u00e9tel nem \u00e9ri meg azt a negat\u00edv visszhangot, ami egy el\u00e9gedetlen \u00fcgyf\u00e9lt\u0151l sz\u00e1rmazhat.<\/li>\n<li>Tartsd be, amit \u00edg\u00e9rsz. Ak\u00e1r eredm\u00e9nyekr\u0151l, ak\u00e1r hat\u00e1rid\u0151kr\u0151l van sz\u00f3.<\/li>\n<li>\u00c9rdekl\u0151dj az \u00e9rt\u00e9kes\u00edt\u00e9s ut\u00e1n is \u2013 hogy v\u00e1lt be nekik a term\u00e9k? Miben tudsz seg\u00edteni? Neked nem telik sok id\u0151be egy \u00e9rdekl\u0151d\u0151 e-mailt meg\u00edrni nekik, de a vev\u0151d sz\u00e1m\u00e1ra hatalmas pluszpont lesz.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Ha a c\u00e9ged B2B alapon m\u0171k\u00f6dik, ak\u00e1r m\u00e1r egy kliensed elveszt\u00e9se is nagy \u00e9rv\u00e1g\u00e1s lehet a v\u00e1llalkoz\u00e1sodnak. Hogy minimaliz\u00e1ld ennek a vesz\u00e9ly\u00e9t, Alapos ismeretekkel kell rendelkezned, mi a fontos a vev\u0151idnek Olyan \u00e9rt\u00e9kes\u00edt\u00e9si strat\u00e9gi\u00e1t kell l\u00e9trehoznod, ami a lehet\u0151 legt\u00f6bb odafigyel\u00e9st adja, \u00e9s a lehet\u0151 legt\u00f6bb el\u0151nyh\u00f6z juttatja a legjobb v\u00e1s\u00e1rl\u00f3idat A j\u00f3, bizalomteljes kapcsolat [&hellip;]<\/p>\n","protected":false},"author":66,"featured_media":8102,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"gallery","meta":{"inline_featured_image":false,"footnotes":""},"categories":[24],"tags":[],"class_list":["post-8101","post","type-post","status-publish","format-gallery","has-post-thumbnail","hentry","category-ertekesites","post_format-post-format-gallery"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A B2B \u00e9rt\u00e9kes\u00edt\u00e9s alapjai<\/title>\n<meta name=\"description\" content=\"Ha a c\u00e9ged B2B alapon m\u0171k\u00f6dik, ak\u00e1r m\u00e1r egy kliensed elveszt\u00e9se is nagy \u00e9rv\u00e1g\u00e1s lehet a v\u00e1llalkoz\u00e1sodnak. 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