1. fundamentele verandering naar blijvend verkoopsucces
1
“Ondernemers Business Club Feyenoord”
De grip op resultaat
Mei 2009
2. fundamentele verandering naar blijvend verkoopsucces
“De gewone dingen ongewoon goed doen” (Joop Alberda)
“Laat ik heel praktisch worden: waarheid is, wat ik waarheid vind.” (Ton Boot)
“It is not the strongest that survive,
nor the most intelligent,
but the one most responsive to change” (Darwin)
"Voetballen is simpel, maar het moeilijkste wat er is, is
simpel voetballen” (Cruyff)
De grip op resultaat
2
3. fundamentele verandering naar blijvend verkoopsucces 3
De grip op resultaat………..
Welke trainer kent u met werkelijk grip op resultaat?
4. fundamentele verandering naar blijvend verkoopsucces
Top 5 pijnpunten met een directe relatie naar verkoopresultaat:
(1) Minder dan 20% van de medewerkers voelt zich betrokken bij de
organisatiedoelen
(“slechts een paar spelers in het team willen ervoor knokken”)
Pijn: door keuzes niet gestroomlijnd te maken, lopen kosten onnodig hoog op
(2) We weten niet welke klanten en prospects onze toekomst zijn
(“de bal is rond”)
Pijn: te hoge verkoopkosten en ook nog eens met te lage hitrates
(3) Klanten eisen ROI, maar sales is product & prijs gedreven
(“we brengen niets extra’s in het veld”)
Pijn: je verliest klanten en omzet, want de propositie van een ander is beter
(4) Zwaar onvoldoende netto sales tijd beschikbaar & benut
(“we zijn onvoldoende aan de bal”)
Pijn: targets en potentieel missen (wat leveren 20% meer visits op?)
• Bedrijfsvoering is een repetitief proces, sales vrijwel nooit
(“de enige manier om te leren, is 1000x herhalen”)
Pijn: er komt veel te laag rendement uit sales
De grip op resultaat……….
4
5. fundamentele verandering naar blijvend verkoopsucces
"De eerste negentig minuten zijn het belangrijkst.“ – Bobby Robson
Eerste Helft
Execution Gap: de missie inside
Rust (Lunchbreak)
Tweede Helft
Sales Acceleration Management: de missie outsite
Verlenging
Borrel………
(mogelijk beslissende) Penalties
Hoe toepassen in de praktijk (G.W.M.D.)?
De grip op het programma
5
6. fundamentele verandering naar blijvend verkoopsucces
Werkwijze:
U bedrijft topsport op het gebied van sales in uw bedrijf
U maakt gebruik van kennis van uw mede-ondernemers bij u aan tafel
U ervaart dagelijks de gevolgen en denkt vandaag even na over de oorzaken
U kunt vandaag minimaal twee waardevolle ‘quick-wins’ naar huis meenemen
Doel en werkwijze ……..
6
9. fundamentele verandering naar blijvend verkoopsucces
Waarom willen we weten welke winnaar we willen zijn?
"Ik ben er nog steeds van overtuigd dat zoals ik het doe je het moet doen, want
anders zou ik het niet doen.“ – Johan Cruyff
1. Helder beeld van organisatiedoelen
< 50% van de medewerkers
2. Betrokkenheid bij organisatiedoelen
< 20% van de medewerkers
3. Vertaalslag organisatiedoelen naar eigen kerntaken
< 10% van de medewerkers
4. Randvoorwaarden om binnen de eigen taken de organisatiedoelen te
bereiken
< 10% van de medewerkers
5. Afrekenen op verantwoordelijkheden gerelateerd aan organisatiedoelen
< 50% van de medewerkers
Bron: Franklin Covey XQ study 2002
11. fundamentele verandering naar blijvend verkoopsucces
Feyenoord Rotterdam speelt een leidende rol in het
Nederlandse voetbal, zodanig dat ze haar trouwe
legioen een unieke beleving biedt. Feyenoord staat
voor strijd, loyaliteit en kameraadschap. Trots op
dé club, geen woorden maar daden. Dat is
Feyenoord!
missie: voorbeeld Feyenoord
11
12. fundamentele verandering naar blijvend verkoopsucces
Missie:
NOC*NSF streeft na dat ons land structureel een plaats inneemt
bij de eerste tien landen van de internationale sportwereld. Om
die ambitie te kunnen verwezenlijken is het beleid van NOC*NSF
gericht op optimale omstandigheden voor topsporters en
topsportcoaches, een professionele organisatie van de
Nederlandse topsport, de marketing en de financiering van
topsport.
missie; voorbeeld NOC/NSF
12
13. fundamentele verandering naar blijvend verkoopsucces
• De missie geeft de medewerkers het
gevoel dat ze deel uitmaken van iets
zinvols en geeft energie, zin en richting
aan hun dagelijks handelen.
• en is meer dan een slogan……
“Een ondernemingsmissie is een gevoel van zingeving
waardoor de organisatie de toekomst wordt ingetrokken”
Hoe willen we weten welke winnaar we willen zijn?
13
14. fundamentele verandering naar blijvend verkoopsucces
Oefening gezamenlijk aan tafel – 15 minuten:
1. Oefenen met een missie
• Hoe luidt de missie van FBC voor 2009 – 2010? Wat moet de focus zijn?
2. Hoe krijg ik de missie van mijn bedrijf onder de aandacht?
• Waar ligt bij uzelf het grootste pijnpunt (zie pag 4 werkboek)?
• Benoem drie acties om morgen aan het benoemde pijnpunt iets te doen
• Werkwijze: bespreek elkaars oplossingen
De missie van uw bedrijf
14
18. fundamentele verandering naar blijvend verkoopsucces
“Het snel, systematisch en blijvend verbeteren
en verankeren van uw performance en resultaten
langs de wetmatigheden in sales (vliegwiel)
en change (S-en) ”
NB: vandaag beperking op het vliegwiel, geen change
De 2e
helft: Sales Acceleration Management
18
19. fundamentele verandering naar blijvend verkoopsucces
Uitgangspunten:
• Alleen uw klanten bepalen uw bestaan
• Langs Plan-Do-Check-Act
• Hard en hart
• Het gaat om wetmatigheden in Sales
• Leiden vandaag al tot quickwins
• Levert u grip op resultaat!
De 2e
helft: Sales Acceleration Management
19
21. fundamentele verandering naar blijvend verkoopsucces
• Doelgroep: Niet elke klant en prospect is even veel waard en even kansrijk
Bewerkt u op de meest renderende en kansrijke klanten en prospects?
• Kanalen: Niet elk verkoopkanaal ‘past’ en levert een zelfde rendement
Zet u meer en samenwerkende verkoopkanalen in?
• Proposities: Klanten kopen dezelfde producten en diensten om
verschillende redenen en op verschillende manieren
Vraagt u uw klanten regelmatig “hoe” en “waarom” ze (niet) kopen?
• Marktdruk: Meer (juiste) klantcontacten levert u meer resultaten op
Hoeveel verkooptijd gaat er bij u voor GAA’s?
• Hitrates: Betere kwaliteit op momenten van de waarheid levert u betere
resultaten op
Kent, meet, stuurt en investeert u op succesratio’s?
Waar doet het bij u pijn?
Wetten uit de harde verkooppraktijk
21
22. fundamentele verandering naar blijvend verkoopsucces
Doelgroepen
“Niet elke klant en prospect is evenveel
waard en kansrijk”
24. fundamentele verandering naar blijvend verkoopsucces
Verkoopkanalen
Niet elk verkoopkanaal ‘past’ en levert
eenzelfde rendement
25. fundamentele verandering naar blijvend verkoopsucces
Klanten denken multi channel…….. u ook?
• Quicksilver beachware zet om in de hele wereld
• Via winkels
• Via eigen winkels
• Via megastores
• Via Internet
• Via aankoop van Rossignol
• Rechtstreeks op evenementen
Verkoopkanalen: voorbeeld Quicksilver
25
26. fundamentele verandering naar blijvend verkoopsucces
(Verkoop)proposities
“Klanten kopen dezelfde producten om
verschillende redenen en op verschillende
manieren”
27. fundamentele verandering naar blijvend verkoopsucces
• Voor de vereniging:
“wij worden Nederlands Kampioen”
• Voor de (Europese) sponsor:
“wij worden Europees Kampioen”
• Voor de Nederlandse Volleybal Bond:
“wij worden het beste Nederlands Team ooit”
• Voor het NOC:
“wij worden Olympisch Kampioen”
Verkooppropositie: voorbeeld Bankrasmodel
27
28. fundamentele verandering naar blijvend verkoopsucces
Marktdruk
“Meer ‘juiste’ klantcontacten
levert u betere resultaten”
29. fundamentele verandering naar blijvend verkoopsucces
‘Je moet schieten, anders kun je niet scoren” (Cruyff)
Marktdruk: voorbeeld aanvallend voetbal
29
‘We kunnen beter druk zetten, raken nog uitgeteld.
Met maar één doel voor ogen, staan die elf daar in het veld.’ (Feyenoord-lied)
“De ploeg van Josep Guardiola danst over het veld,
zoekt altijd de aanval en is bijzonder trefzeker.” (ANP)
30. fundamentele verandering naar blijvend verkoopsucces
Hitrates
“Betere kwaliteit op momenten
van de waarheid levert u betere
resultaten”
31. fundamentele verandering naar blijvend verkoopsucces
Hitrates: voorbeeld Van Hooydonk
31
Koeman: ‘Als speler van Barcelona bleef ik drie keer
in de week na de training driekwartier oefenen op vrije trappen.
Dat kon makkelijk. We hadden geen gezamenlijke lunch.
Je stapte van het veld wanneer je wilde.’
Pi-air: ‘Je hebt verder niets nodig.
Je kunt slecht spelen, maar door één goede vrije trap
kun je scoren en winnen. Dat is een prettig gevoel.’
‘Zijn specialiteit was ontstaan door het talent van de
aangeboren traptechniek met eindeloos geduld te polijsten’
33. fundamentele verandering naar blijvend verkoopsucces
Oefening gezamenlijk aan tafel – 15 minuten:
1. Oefenen met kwaliteit/kwantiteit
• Schat voor uzelf hoeveel % uw bedrijf kan verbeteren op het gebied van kwaliteit
(slimmer werken)?
• En hoeveel op kwantiteit (harder werken)?
2. Op welke onderdelen van het vliegwiel kan ik direct verbeteren?
• Waar liggen bij uzelf de grootste verbetermogelijkheden (DG, K, PR, MD, HR)?
• Benoem twee acties om morgen aan het benoemde punt iets te doen
• Werkwijze: stel één persoon centraal, groep helpt!
• Formuleer zelf uw eigen 2 verbeterpunten
SAM in uw bedrijf
33
34. fundamentele verandering naar blijvend verkoopsucces
Tips voor morgen
“Gras gaat niet harder groeien
als u er aan trekt”
AANTEKENINGEN EN TIPS
Mogelijk meer richten op businessclubleden
Deze ondernemers willen meer grip op resultaat
Voorbeeld:
Ondernemers van de businessclub Feyenoord
………
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AANTEKENINGEN EN TIPS
Toppie!…………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
Top!
Toppie!!
AANTEKENINGEN EN TIPS
Mogelijk minder engels
Ipv Execution en Inside
Uitvoering (doen, daden) en interne missie
Sales acceleratie mgt + Externe missie ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
AANTEKENINGEN EN TIPS
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AANTEKENINGEN EN TIPS
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AANTEKENINGEN EN TIPS
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AANTEKENINGEN EN TIPS
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AANTEKENINGEN EN TIPS
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AANTEKENINGEN EN TIPS
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AANTEKENINGEN EN TIPS
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AANTEKENINGEN EN TIPS
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AANTEKENINGEN EN TIPS
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AANTEKENINGEN EN TIPS
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