I often experience, no matter how officially actually the steering model is, that operationally in sales control is controlled exclusively either via gross profits (CM[1] I) or via returns. If you ask why gross revenues are so important for controlling, you get answers like: “After all, we pay the salary in euros, not in percent!”„Using customer net-profits for sales steering“ weiterlesen
Schlagwort-Archive:Sales Steering
Intensifying customer contacts
From customer surveys that have been carried out, the feedback can very often be read that relationship managers are often too polite and too cautious. The customers often experience them reactive: the initiative for contact usually comes from the customer and the relationship managers bring few ideas of their own. These are all subjective perceptions„Intensifying customer contacts“ weiterlesen
Customer analysis
The first step in a comprehensive and systematic market development is the analysis of all information on customers and customer relationships (= customer analysis). Here, the information about customers and customer groups is collected, sorted, condensed and evaluated. This customer analysis is the information base and thus also the decision-making base on how to position„Customer analysis“ weiterlesen
The way to more cross-selling
The endeavor to cross-sell (CS), i.e. to sell more than just one product to a customer, is not new. The reasons are complex and range from profitability (falling customer costs, cross-sell products in banking, often without capital consumption) via the house bank claim (most important bank partner, holistic / comprehensive advice) to defending against competitors.„The way to more cross-selling“ weiterlesen
To do a segmentation or not to do a segmentation, that is the question!
I keep seeing discussions about the pros and cons of customer segmentation. On the part of the criticism, arguments such as: „This is unrealistic“ or „The data are not accurate enough!“ Unfortunately, the proponents of customer segmentation still often include at least the argument that it is state-of-the-art. It is a shame to only do„To do a segmentation or not to do a segmentation, that is the question!“ weiterlesen
Counting products per customer
Do you evaluate product usage? Do you count the products that a customer buys and uses from you? This metric is relevant if you believe in only one of the following characteristics: Which steps are necessary for this?
Minimum pricing in lending
The introduction of Basel II (and subsequently Basel III) ended the era of the price table in the banks and savings banks, as I knew it from my training as apprentice, in the lending business. The significantly increased importance of the assessment of credit risks led to the replacement of the price list mostly by„Minimum pricing in lending“ weiterlesen
Pricing: Get the trash out!
If even a single question had to be answered with no, then terms- and condition management is obviously missing. What does a terms- and condition management consist of? The foundation for a terms- and condition management is (of course) a product price list that lists and regulates both the pricing rules and the minimum prices„Pricing: Get the trash out!“ weiterlesen
Employees have a right to get steered
When I talk to colleagues about the introduction or further development of sales management, I usually look at rather serious or reserved faces. Then I often hear „But we’re already doing so much!“ or „More pressure doesn’t do anything!“ Accordingly, there seems to be a widespread – incorrect – image of sales management that can„Employees have a right to get steered“ weiterlesen
Sales management: think in terms of remuneration!
Sales controlling serves to align sales resources with corporate goals; the corporate goals, in turn, are derived from the corporate strategy and the associated planning. Especially in business with larger customers, the self-steering of the individual sales staff is the essential mechanism that can be operated with a sales controlling. Let us approach the sales„Sales management: think in terms of remuneration!“ weiterlesen
Vertriebsmanagement 