Domov > Prodaja > DILEMA: ZADOVOLJSTVO KUPCA ALI PRODAJALCA?

DILEMA: ZADOVOLJSTVO KUPCA ALI PRODAJALCA?

13. 11. 2018

Osredotočenost na stranke, podpora strankam, zadovoljstvo strank in rek “Stranka ima vedno prav.” – živimo v dobi kupca, vsaj tako radi trdimo, a menim, da se nam kmalu obetajo težave. Čeprav sem vedno zagovarjal kupca, pa vam moram sporočiti tudi naslednje: med zadovoljstvom kupca in (ponovno) prodajo ni nobene neposredne povezave.

Kaj sploh je zadovoljstvo kupca in kako ga meriti? Z anketami s sto in enim vprašanjem? Mogoče. Pa še te so navadno izdelane tako, da skoraj vsako podjetje dobi rezultat, višji od 90 %, zato da se lahko odgovorni trepljajo po ramenih, češ, kako dobro delo opravljajo.

Kdaj ste nazadnje pritekli do svojih prijateljev in znancev, vsi zasopljeni, in jim navdušeno razlagali, da naj preizkusijo novo restavracijo v mestu, ker ste se tja včeraj zvečer odpravili vi in bili … zadovoljni? Kdo si sploh še želi rezultata, ki pravi “zadovoljen” ali “zadovoljiv”? Pri tem nekatera podjetja bonuse zaposlenim delijo po ključu zadovoljstva strank. V praksi velikokrat opazim, da cilj merjenja postane le zadovoljstvo strank, stranka sama pa posledično pozabljena.

Zadovoljstvo kupca in narobe svet

Oglejmo si praktični primer. Imate deset strank, od katerih vam je devet podelilo najvišjo oceno, nek starček pa se je pritožil ali bil pikolovski, zato je vaše povprečno zadovoljstvo strank slabo, nižje od 95 %, zaposleni ostanejo brez nagrade. Kakšna je rešitev? Hja, zaposleni bi se najraje znebili stranke, ki se pritožuje, in tako poskrbeli za dvig zadovoljstva. Kdo bi potem sploh še bil med strankami? Najbolj zvesti “verniki”, ki vam vedno znova podelijo popolno oceno, in vaše ožje sorodstvo.

Toda težava je v tem, da podjetja in podjetniki ne prepoznajo, da je za prihodnost njihovega posla najbolj pomemben prav kupec, ki je nesrečen ali naporen – pa tudi tisti, ki že danes postavlja nerazumne zahteve, katere pa bodo postale jutrišnja norma.

V restavracijah nas vedno znova vprašajo, če nam je všeč hrana in vedno znova jim pritrdimo. To je 100 % ocena, a resnica je drugačna, saj si pogosto – že potem, ko sedemo v avto – mislimo, da jed vendarle ni bila najboljša in se v restavracijo ne bomo vrnili. Hkrati pa je osebje restavracije lahko nagrajeno, čeprav je izgubilo stranko.

Mar bi nas moralo osebje v strežbi “nadlegovati” z vprašanjem: “Je mar to najboljši obrok kar ste ga kadarkoli jedli?” Seveda tako vprašanje ne pride v poštev, saj za večino ni zadnji obrok v življenju. A tudi če ni, sam zagovarjam tezo, da si mora ponudnik oziroma prodajalec prizadevati, da ga pripravi kot takega.

Napake, ki vodijo v nove napake

Izkrivljeni rezultati glede zadovoljstva kupcev vodijo podjetja v nove napake. Pogosto sledijo grobe poenostavitve, ki jih spremljajo slogani, povezani z vrednostjo za odštet denar, trpežnostjo in prijaznostjo do uporabnika – odvisno od področja, izdelka ali storitve, o katerem/i je govora.

Raziskava nam lahko pokaže, da je izmed stotih ljudi, ki so jim ponudili izbiro hamburgerja ali piščanca s curry omako, kar 98 % prikimalo burgerju, medtem ko jih je 80 % izrazilo odpor do curry omake. Marsikatero podjetje bi lahko na dolgi rok povzelo sporočilo, da mora začeti uporabljati bolj mile omake ali pa izdelovati burgerje brez okusa. Kar bi bila velika napaka, ne nazadnje je poslovna priložnost tudi v podatku, da je 20 % uporabnikov oboževalo curry omako in bi veljalo na tem graditi posel. Če pa bi posploševali v nedogled, pa bi vsi na svetu kaj hitro uporabljali bele računalnike, bele avtomobile, živeli v kvadratnih hišah in jedli “stiropor hrano”.

Kako do zadovoljstva kupca in hkrati prodajalca?

Velika napaka sodobnega podjetništva je v tem, da se preveč zanaša na rezultate anket in za vsako ceno izogiba tveganjem. Podjetnik naj razmišlja drugače. Kje so inovacije? Sveža oziroma nova ideja lahko pomeni, da mimogrede preskočite tekmece, marsikateri vam niti ne bo mogel slediti. Le verjeti je treba in tvegati.

Pogosto uspem prepričati sogovornika, da se splača tvegati z inovativnimi izdelki in storitvami, ki morebiti potrebujejo posebne materiale ali postopke in stanejo več – saj zna vedno več kupcev to ceniti. Včasih me ti sogovorniki po nekaj mesecih poiščejo in mi povedo, da njihovih inovacij nihče ni bil pripravljen kupiti. V tej točki pa pridemo do zadnjega dela sestavljanke, brez katerega seveda ta ni popolna – prodaje. Novosti je treba aktivno prodajati. Že v knjigah, s pomočjo katerih sem se sam izobraževal na področju prodaje, je bilo pred 50 leti zapisano naslednje:

Nič se ne zgodi, dokler nekdo nečesa ne proda.

Ne glede na to, ali ste izdelali vrhunski avtomobil, pripravili nadvse zabavne počitnice, sapo jemajočo hišo, hrano, po kateri se ljudem cedijo sline ali pa storitev, ki jo vsi potrebujejo, je treba nalogo dokončati – iti v svet in stvar prodati. Šele takrat bosta lahko zadovoljna tako prodajalec kot kupec.

Geoff Burch

Ne zamudite najboljših člankov na našem portalu!

Naročite se na naš tedenski izbor, v okviru katerega vam bomo enkrat tedensko brezplačno poslali povzetek najboljšega novega članka!

Author

  • Geoff Burch

    Geoff Burch je zaradi svojih edinstvenih pogledov, jasnih sporočil, obilice humorja in impresivnih referenc, eden od najbolj iskanih poslovnih govorcev v Evropi, saj ga za izobraževane svojih prodajalcev najemajo svetovni giganti IBM, Schwarzkopf, Phillips, Canon, British Telecommunication group, Heineken itd. »Alternativni poslovni guru«, »upornik z razlogom« ali »Hell’s Angel poslovnega svetovanja«, kot ga je poimenoval slavni Financial Times. Redno se pojavlja na TV in radiu ter je zvezda BBC-jeve priljubljene resničnostne serije »All Over The Shop«, kjer angleškim podjetnikom »v živo« pomaga izboljšati prodajo.

Pri Business Titans priporočamo

Hitre zmage - brezplačni program

Izjemne tehnike, ki jih boste spoznali, vam bodo pomagale skokovito povečati učinkovitost marketinga in pridobiti več strank. Vsaka tehnika je predstavljena na eni strani in vsebuje tudi konkreten primer uporabe v podjetju. Avtorja programa sta mednarodni bestselling avtor Robert Rolih in podjetniška svetovalka Sara Brezigar.

Kliknite tukaj za več informacij!

Sorodne teme

Komentarji

Douglasneifs

For those who admire the allure of designer purses but shudder at the steep cost, fake purses present an attractive choice. This article reveals the secrets of the replica handbag sector, highlighting its attraction to trend lovers and luxury admirers alike. From comprehending what fake handbags are to tips for executing smart buys, we'll cover all you want to understand to enjoy in style without busting the bank. Imitation bags are premium copies of luxury handbags, designed to closely meticulously mimic the originals. While these bags might not bear an official label logo, such replicas often mirror the design, materials, and quality as with their much expensive originals. Quality & Artistry https://unsplash.com/@jostusunsr https://escatter11.fullerton.edu/nfs/show_user.php?userid=6556398 https://numberfields.asu.edu/NumberFields/show_user.php?userid=3982677 https://postheaven.net/maryldyulr/explore-this-appeal-with-replica-bags-aimed-at-trend-aficionados https://simonwfye081.bravesites.com/entries/general/Discover-this-Appeal-of-Fake-Handbags-for-Trend-Aficionados Contrary to popular belief, numerous replica bags are made with careful focus on details. Skilled artisans use premium materials to guarantee the fact that the fakes have the similar look as well as texture as the original luxury items. Availability and Variety replica. a.Ethical Considerations Although replica bags provide an affordable way for experience luxury fashion, it's crucial to recognize acknowledge the moral consequences. The and sale of fake replica bags may infringe on intellectual rights, bringing up concerns regarding the ethics morality of acquiring and owning owning these items.Access to Luxury Designs Why Opt for Fake Purses? Replica bags have a significant notable following among fashion enthusiasts for several several convincing arguments. In this article, we discuss discuss why these such stylish alternatives have grown so liked. https://www.longisland.com/profile/solenaseup/ https://hubpages.com/@ciaramnyqa https://www.sbnation.com/users/gwaynehyfz https://www.blogtalkradio.com/thothepiyi https://thegadgetflow.com/user/jeniusnuza/ Affordability One the most key obvious advantages of replica purses is. Premium replicas might offer the equivalent equivalent visual pleasure as authentic authentic designer bags without incurring the high expense. Imitation purses make it feasible for style enthusiasts toward appreciate the newest luxury creations, regardless of budget constraints. Such availability allows more people toward engage with haute fashion to express one's fashion.Experimentation Without Commitment For those whom enjoy experimenting experimenting with styles styles, bags offer a way to try out various various trends significant monetary investment. Such versatility can be appealing for fashion-forward for fashion-forward individuals changing to switch up their looks.To recognize Identify a High-Quality Replica Bagplica bags. Navigating this replica bag industry can be challenging, but with the right information, you will easily make wise buys. Here exist some suggestions on spotting top-quality re Material and Stitching Pay close attention to the materials used and the quality of the stitching. High-quality replicas often use genuine leather or premium synthetic alternatives and exhibit clean, precise stitching. Equipment & Details Examine the components, including zippers, buckles, and brand marks. High-quality replicas include hardware that nearly matches that of the original designer bags, with no rough edges or badly finished aspects. Although replica handbags can't legally use the precise branding of the genuine items, a few may feature minor details that mimic the style aspects of high-end labels. Look for these features to determine the precision of the replica.Popular Replica Bag Brands Some labels are renowned for high-quality replicas, offering clothing enthusiasts a diverse array of chic fashionable alternatives. In this section, we highlight several of the best top sought-after replica bag brands. AAA Bags Bags is recognized for making producing a few of the top copies available. Their bags products have exceptional focus to precision and craftsmanship, making them a favorite with copy lovers. Purse Valley Valley provides an extensive range of imitation purses, such as styles based on top prestigious labels. With a focus on quality and quality and customer customer happiness, they've have established a strong standing in copy bag market. Designer Discreet Discreet focuses on making top-notch imitations which closely resemble the originals. Their collection contains bags of famous brands, providing style fans with many plenty of selections. The Skill for Designing Imitation Bags Replica bags can seamlessly blend into any closet, enabling you to compose stylish and fashionable looks. Here are some hints for integrating fake handbags into your style range.Handling with Care Combining against Traditional Outfits A timeless outfit, such as a little black dress or a custom costume, can be elevated with a well-chosen fake purse. Select enduring styles that enhance your outfit and infuse a hint of class. Blending High plus Low Wear Pair premium imitation handbags alongside affordable style pieces to create a harmonious and trendy look. This method allows you to highlight your fashion at the same time staying economical. Accessorizing with Poise When matching imitation purses, confidence is key. Treat your replica purse with equal care and respect as you would a authentic luxury item, and it will boost your overall style. Looking after your Replica Handbag Proper maintenance and maintenance are necessary to maintain your imitation handbag being its best. Adhere to these advice to maintain its longevity. Routine Cleaning Clean your imitation handbag regularly with a gentle fabric and mild detergent. Steer clear of strong cleaners that can ruin the fabric or color. Keeping Suggestions Place your imitation bag in a chilly, arid place, away from direct sun. Employ protective bags or gentle fabrics to shield it from dust and abrasions. Handle the replica bag with, keeping away from rough surfaces and overstuffing. It can assist maintain its shape while also preventing any harm. Imitation bags offer an affordable option for luxury designer items without having to compromising fashion or durability. By using proper styling & maintenance, these could seamlessly blend into any every style closet, which makes them a favored choice among style enthusiasts. Regardless if you’re looking for a classic design & a fashionable statement-making piece, there's numerous well-known replica purse brands which provide premium quality options which suit every taste. So go ahead and include some stylish replicas into your wardrobe - nobody can tell a difference.The Social Aspect of Replica Bags Handle your replica purse with proper attention, by avoiding overloading it with weighty objects. This can assist preserve its form and prevent wearing and tear. Fake bags aren't not about style; they also encourage a feeling regarding community among fans. Here, you explore some social elements regarding having and discussing replica bags.Online Communities Numerous online networks & discussion boards are devoted to discussing imitation handbags, where enthusiasts share advice, evaluations, as well as recommendations. These platforms provide helpful insights and assistance to those entering the copy market.In-Person Meetups Some replica handbag lovers arrange in-person gatherings to showcase their collections as well as talk about their passion for fashion. These gatherings provide chances to network with similar people and exchange thoughts.Influencers and Reviews Bloggers and influencers frequently review replica bags, offering honest opinions as well as contrasts with authentic designer items. Following these reviews can help you make informed decisions about your buying.Legal and Ethical Considerations Grasping the lawful as well as moral elements of acquiring imitation purses is vital for making informed decisions. Here, we address some common issues.Intellectual Property Rights Fake bags might infringe upon the intellectual property assets of high-end brands. Be mindful of the juridical consequences and likely dangers linked with buying and possessing fakes.Ethical Shopping Think about the moral consequences of endorsing the knockoff bag industry. Although it offers cheap options, it might also contribute to exploitative labor practices and environmental issues.Making Informed Choices Future Developments in Replica Purses A imitation bag sector is constantly evolving, with new trends as well as advancements emerging. In this article, we will explore a few potential upcoming advancements. Eco-friendly ComponentsConclusion As eco-friendliness becomes a rising issue, the copy bag field could shift to employing eco-friendly materials. This transition might draw to environmentally conscious customers and decrease the industry's environmental impact. State-of-the-art Innovation Advancements in innovation, such as 3D printing, could revolutionize the production of copy purses. These developments could result in even better replicas that are difficult to tell apart from the originals. Changing Consumer Perspectives Consumer perspectives towards copy handbags could continue to shift, with increased approval and valuing for high-quality imitations. This transition could increase demand and affect sector patterns. Replica bags offer a stylish and affordable alternative for fashion enthusiasts and luxury lovers. By understanding the intricacies of the replica bag market, you can make informed choices and enjoy the benefits of high-quality imitations. Whether you're drawn to the affordability, variety, or the ability to experiment with different styles, replica bags provide a gateway to the world of luxury fashion*. Ready to explore the world of replica bags? Join our community of fashion enthusiasts and start your stylish journey today! xhttp://s.kakaku.com/jump/jump.asp?url=https://askreader.co.uk/user/ceacheyiun https://www.bookmarking-keys.win/discover-a-world-of-notable-craftsmanship-and-cognizance-to-element-with-our-selection-of-duplicate-watches http://www.bausch.com.ph/en/redirect/?url=http://www.ajor110.ir/user/launusiemj https://www.cheaperseeker.com/u/fearanwyuw https://www.bookmarkingqueen.win/discover-a-international-of-outstanding-craftsmanship-and-focus-to-detail-with-our-assortment-of-copy-watches

JavierOffep

Полностью важные новости индустрии. Важные эвенты всемирных подуимов. Модные дома, бренды, haute couture. Свежее место для трендовых людей. https://luxe-moda.ru/chic/162-loro-piana-lyubimyy-brend-politikov-i-biznesmenov/

DonaldDot

Самые актуальные новинки мира fashion. Все события самых влиятельных подуимов. Модные дома, бренды, высокая мода. Интересное место для трендовых хайпбистов. https://hypebeasts.ru/

Dodaj komentar

Vaš e-naslov ne bo objavljen. * označuje zahtevana polja