[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.lienkalenka.sk\/4-bezne-predajne-a-marketingove-postupy-ktore-v-novej-ekonomike-zlyhavaju\/#Article","mainEntityOfPage":"https:\/\/www.lienkalenka.sk\/4-bezne-predajne-a-marketingove-postupy-ktore-v-novej-ekonomike-zlyhavaju\/","headline":"4 be\u017en\u00e9 predajn\u00e9 a marketingov\u00e9 postupy, ktor\u00e9 v novej ekonomike zlyh\u00e1vaj\u00fa","name":"4 be\u017en\u00e9 predajn\u00e9 a marketingov\u00e9 postupy, ktor\u00e9 v novej ekonomike zlyh\u00e1vaj\u00fa","description":"Jednou z v\u00fdziev novej ekonomiky je to, \u017ee spolo\u010dn\u00e9 obchodn\u00e9 princ\u00edpy a postupy, ktor\u00e9 boli dostato\u010dn\u00e9 na vybudovanie firmy pred p\u00e1r rokmi, dnes nie s\u00fa. Zoberme si pr\u00edpad jedn\u00e9ho z mojich klientov, ktor\u00fd mi ned\u00e1vno povedal: \u201eSom v podnikan\u00ed sedemn\u00e1s\u0165 rokov.\u00a0A urobili sme sa dobre.\u00a0Ale teraz sa zd\u00e1, \u017ee sa v\u0161etko men\u00ed a neviem, \u010do...<p class=\"more-link-wrap\"><a href=\"https:\/\/www.lienkalenka.sk\/4-bezne-predajne-a-marketingove-postupy-ktore-v-novej-ekonomike-zlyhavaju\/\" class=\"more-link\">Pre\u010d\u00edta\u0165<span class=\"screen-reader-text\"> &ldquo;4 be\u017en\u00e9 predajn\u00e9 a marketingov\u00e9 postupy, ktor\u00e9 v novej ekonomike zlyh\u00e1vaj\u00fa&rdquo;<\/span> &raquo;<\/a><\/p>","datePublished":"2019-08-05","dateModified":"2023-04-28","author":{"@type":"Person","@id":"https:\/\/www.lienkalenka.sk\/author\/#Person","name":"","url":"https:\/\/www.lienkalenka.sk\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/06eaac2906ebd8f5abb4917f3140de1503ec690466d6a69c4ec202bf5b15537c?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/06eaac2906ebd8f5abb4917f3140de1503ec690466d6a69c4ec202bf5b15537c?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"lienkalenka.sk","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.lienkalenka.sk\/wp-content\/uploads\/img_a305337_w16809_t1566640855.jpg","url":"https:\/\/www.lienkalenka.sk\/wp-content\/uploads\/img_a305337_w16809_t1566640855.jpg","height":0,"width":0},"url":"https:\/\/www.lienkalenka.sk\/4-bezne-predajne-a-marketingove-postupy-ktore-v-novej-ekonomike-zlyhavaju\/","about":["Ekonomika"],"wordCount":508,"articleBody":"Jednou z v\u00fdziev novej ekonomiky je to, \u017ee spolo\u010dn\u00e9 obchodn\u00e9 princ\u00edpy a postupy, ktor\u00e9 boli dostato\u010dn\u00e9 na vybudovanie firmy pred p\u00e1r rokmi, dnes nie s\u00fa.Zoberme si pr\u00edpad jedn\u00e9ho z mojich klientov, ktor\u00fd mi ned\u00e1vno povedal: \u201eSom v podnikan\u00ed sedemn\u00e1s\u0165 rokov.\u00a0A urobili sme sa dobre.\u00a0Ale teraz sa zd\u00e1, \u017ee sa v\u0161etko men\u00ed a neviem, \u010do m\u00e1m robi\u0165. \u201c\u010ealej vysvetlil, \u017ee svoj predt\u00fdm prosperuj\u00faci n\u00e1stroj vybudoval a podnikal na ur\u010dit\u00fdch z\u00e1kladn\u00fdch z\u00e1sad\u00e1ch: kvalitn\u00e9 spracovanie, konkurencieschopn\u00e9 ceny a dobr\u00e9 slu\u017eby.\u00a0Tieto z\u00e1sady mu v priebehu rokov nepretr\u017eite priniesli \u00fastny obchod.\u00a0U\u017e v\u0161ak nepracovali a jeho podnikanie sa kr\u010dilo.V minulosti ste mohli odl\u00ed\u0161i\u0165 svoje podnikanie od in\u00fdch na z\u00e1klade tak\u00fdch z\u00e1sad a postupov, ako s\u00fa dobr\u00e9 slu\u017eby, kvalita a \u00fastne vyjadrenie, ale dnes sa advok\u00e1tska priehrada zv\u00fd\u0161ila.\u00a0Preto\u017ee na trhu je to\u013eko stroskotania a konkurencia je tak\u00e1 prudk\u00e1, to, \u010do pred nieko\u013ek\u00fdmi rokmi posta\u010dovalo, je st\u00e1le potrebn\u00e9, ale u\u017e to nesta\u010d\u00ed.\u00a0O\u010dak\u00e1vate, \u017ee z\u00e1kazn\u00edci uznaj\u00fa va\u0161u vynikaj\u00facu kvalitu a slu\u017eby, a pas\u00edvne sa na nich spoliehame, aby ste o nich povedali ostatn\u00fdm, \u017ee v\u00e1s u\u017e nebud\u00fa br\u00e1ni\u0165.\u00a0Va\u0161ou \u00falohou je vytvori\u0165 atrakt\u00edvnu oper\u00e1ciu, ktor\u00e1 pritiahne z\u00e1kazn\u00edkov k v\u00e1m a potom ich bude vraca\u0165.Tu s\u00fa \u0161tyri z najbe\u017enej\u0161\u00edch z t\u00fdchto nedostato\u010dn\u00fdch postupov.\u00a0Uvid\u00edme, \u010di sa na teba nie\u010do vz\u0165ahuje.# 1: Vytvorenie predaja \u00fapln\u00fdm spoliehan\u00edm sa na extern\u00fdch predajcovV minulosti bolo v poriadku naja\u0165 nieko\u013eko obchodn\u00edkov, da\u0165 im nejak\u00e9 z\u00e1kladn\u00e9 \u0161kolenie a \u00fa\u010dtova\u0165 im: \u201eCho\u010f a ve\u013ea predaj.\u201c \u00dazemia predaja boli geograficky zalo\u017een\u00e9 a ka\u017ed\u00fd predajca bol klonom druh\u00e9ho. bolo \u0161kared\u00e9 slovo, ktor\u00e9 nikto neopakoval.Dnes je tento postup predpisom zlyhania.\u00a0Lep\u0161\u00edm pr\u00edstupom s\u00fa r\u00f4zne metodiky predaja zalo\u017een\u00e9 na potenci\u00e1li a dynamike z\u00e1kazn\u00edka.# 2: Spr\u00e1va predajn\u00fdch s\u00edl pod\u013ea pl\u00e1nu odme\u0148ovaniaIn\u00fdmi slovami, platte im priame prov\u00edzie a v\u0161etko sa o seba postar\u00e1.\u00a0Bola to gener\u00e1cia, pre ktor\u00fa to fungovalo.\u00a0Dne\u0161n\u00e1 pracovn\u00e1 sila je, \u017eia\u013e, zriedka motivovan\u00e1 iba peniazmi.# 3: Spoliehanie sa na \u0161kolenie \u201ena pracovisku\u201cStar\u00e1 my\u0161lienka bola, \u017ee ktoko\u013evek sa m\u00f4\u017ee nau\u010di\u0165, ako by\u0165 efekt\u00edvnym predajcom.\u00a0Sta\u010d\u00ed ich da\u0165 na miesto predaja a sk\u00f4r alebo nesk\u00f4r sa dozviete, ako t\u00fato pr\u00e1cu dobre vykon\u00e1va\u0165.Ke\u010f bola pr\u00e1ca predajcu jednoduch\u0161ia a z\u00e1kazn\u00edk menej sofistikovan\u00fd, bolo to v poriadku.\u00a0Dnes, samozrejme, stavia va\u0161u predajn\u00fa silu ako menej vzdelan\u00fdch a menej kompetentn\u00fdch na trhu.# 4: Naj\u00edmanie pod\u013ea \u201epocitu\u201cKe\u010f pr\u00edde \u010das na najatie nov\u00e9ho predajcu, n\u00e1jdite niekoho, kto m\u00e1 nejak\u00e9 sk\u00fasenosti v odbore a o kom sa \u201ec\u00edtite\u201c dobre.                                                                                                                                                                                                                                                                                                              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