Das Bild wurde mit Bing/Creator erzeugt Wie war die Strategie der großen Brauereien in den letzten Jahrzehnten? Ich glaube, man kann es ganz einfach auf den Punkt bringen: Es ging darum, potenzielle Mängel oder Wahrnehmungsfehler am Produkt zu beseitigen. Die Hypothese, die dem zugrunde liegt, ist, dass sehr oft der Konsument nicht selbst über das„Kann die Bierstrategie ein Holzweg sein?“ weiterlesen
Schlagwort-Archive:Vertriebssteuerung
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
Performance has a price tag to it
“Performance has its price”- why do I write about such a „no-brainer“ or a statement that has degenerated into an empty phrase? I often experience that there are arguments about competitive prices – both (of course) by the customer and the RSM. These (usually lower) competitive prices are then used internally in the organization to„Performance has a price tag to it“ 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
Small and large customers on financing assets with banks
Outside financing behavior and the need for advice on the part of companies depend not only on various parameters but also on the size of the company in question. Smaller businesses … • … perceive recommendations as important – given as well as received Larger companies… But good ideas are always wanted! A customer has„Small and large customers on financing assets with banks“ 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?
Working in the channel of acceptance
Every relationship begins with a first encounter, a first impression. This applies to private as well as business. Sometimes the image of “ice breaking” is used when talking about the first trust-building steps at the beginning of a relationship. To stay in the picture of the ice: at the beginning the ice is still very„Working in the channel of acceptance“ weiterlesen
Lean Management in banking
Lean Management is a further development of Lean Production, which in turn has the avoidance of waste as its object. Lean management is about the fact that all processes in the company should serve to satisfy customer needs; simplified: if the customer does not need this process, does not perceive it, then it is superfluous.„Lean Management in banking“ weiterlesen
Vertriebsmanagement 