salg i sosiale medier - positiv opplæring 26.09.14
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Foiler fra mitt foredrag hos Positiv Opplæring med tema salg og sosiale medier.TRANSCRIPT
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Kommunikasjon som gir reslutater Alain Fassotte – Senior Consultant & Director of Sales
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creuna.no alainfassotte [email protected]
Alain Fassotte +47 920 611 16 alainfassotte
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Hvem er selgeren?
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Det er salg sin jobb å få kunden inn i butikken!
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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
Alt som kan digitaliseres, vil bli digitalisert!
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Hva skjer med dagligvarebutikkene hvis disse bestemmer seg for å satse digitalt?
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Hvis du var det eneste menneske på jord. Ville du malt et bilde eller skrevet en sang?
Hvorfor er vi i sosiale medier?
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Click Increase Indent button to get predefined ‘quote-name’ font
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Digitalisering av mennesklig atferd
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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 1
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Både kundene og konkurrentene dine digitaliserer seg
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Mangel på digital strategi er din bedrifts største trussel
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Size of image=1500x844 px (2000x1126 px for even better quality) Salg handler mer om kjøp
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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
97 % av kundene vurderer kjøp uten at din bedrift er involvert!
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Kilde: McKinsey & Company
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Død over salgsprosessen!
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fokusere på kjøpsprosessen?
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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 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 2
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Kjøp
4.
Behov
1.
Løsning
3.
Kriterier
2.
Identifiser kunde i kjøpsprosessen og følg 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 er involvert!
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Kilde: McKinsey & Company
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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 bare 0,3 % av de potensielle kundene dine!
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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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buttons found in the Top-PowerPoint menu
THE WEAKEST LINK
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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
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2. Choose Format/Bullets and Numbering 3. Select colour from ‘Color’ dropdown.
4. Click OK
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Det handler om å forstå og respektere den makten og de forventningene kunden har til deg og din organisasjon
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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 3
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Identifiser de viktigste kontaktpunktene på kundereisen og definer hvor kunde er i kjøpsprosessen
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og gi kunden reel verdi i hvert kontaktpunkt
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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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Dere må hjelpe søkemotorene og kunde å finne innholdet!
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http://www.handelsbanken.no/shb/inet/istartno.nsf/FrameSet?OpenView&iddef=HandelsbankenNO&navid=HandelsbankenNO&navob=50&base=/Shb/Inet/ICentNo.nsf&sa=/Shb/Inet/ICentNo.nsf/default/q62CD42A72D9B2D00C12575370056E221
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Konsekvensene for Handelsbanken er tydelig…
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Hvor henter kunden kjøpsinformasjon fra?
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Social media
User Reviews
Online Advertising
Expert Reviews
Word Of Mouth
Official Brand Websites
TV Advertising
54 %
52 %
51 %
46 %
45 %
44 %
40 %
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kunde
teknologi bedrift
Brukerorientering - Lite fokus på bedriftens
behov
Tradisjonell markedsføring/”branding”
- Lite fokus på kundens behov
Tradisjonell kundedialog - Lite fokus på effektivitet og
innovasjon
Vårt største potensial
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Hva gjør markedslederne?
Product leader
Operational excellence
Client intimate
- middle-of-the-market products at the best price with the least inconvenience.
- best product and inovation, period!
- specialize in satisfying, unique needs and relationships
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Use Increase Indent button to get predefined level and font
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!
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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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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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Choose among many Layouts Right-click on slide and select Layout
Insert image in background 1. Click on image placeholder
2. Choose Insert/Click Picture-button 3. Select image and click OK
Size of image=1500x844 px (2000x1126 px for even better quality) I B2B kjøpes
det mest fra dem man lærer av!
© 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 alainfassotte [email protected]
AFassotte +47 920 611 16 alainfassotte
© Creuna
Make a new slide to add or change the icons by using graphics from www.iconmonstr.com