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Hai bisogno di razionalizzare le tue vendite e convertire più lead? Che tu sia un team di vendita orientato al B2C o al B2B, il nostro Kit di Strumenti per Strategie di Vendita (Parte 2) offre un approccio completo per pianificare ed eseguire un flusso di lavoro di vendita di successo, dalla generazione di consapevolezza pre-vendita alla ritenzione e al riferimento post-vendita.

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Questo mazzo è diviso in una sezione B2C e una B2B per una facile navigazione e include strumenti come Analisi del Gruppo Target, Funnel di Vendita AIDA, Radar di Marketing, Analisi ABC, Strategia Pre vs. Post Vendita, Profili del Cliente Ideale, e molti altri che puoi scaricare e personalizzare per qualsiasi forza vendita. Esploriamo questi strumenti e vediamo come possono aiutare a ottimizzare il processo di vendita e migliorare la comunicazione con i clienti.

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While the content does not provide specific examples, many companies successfully use Pre vs. Post Sales Strategy. For instance, Apple Inc. uses pre-sales strategies like product teasers and announcements to generate interest. Post-sales, they offer excellent customer service and updates to keep customers engaged. Similarly, Amazon uses pre-sales strategies like personalized recommendations and post-sales strategies like easy returns and customer reviews to enhance customer satisfaction.

Some alternative strategies to the ABC Analysis for optimizing the sales process include the use of the AIDA Sales Funnel, Target Group Analysis, Marketing Radar, and Pre vs. Post Sales Strategy. These tools can help in identifying potential customers, understanding their needs and preferences, and developing effective marketing and sales strategies to attract and retain them. Additionally, creating Ideal Client Profiles can also be beneficial in optimizing the sales process as it allows the sales team to focus their efforts on the most profitable customers.

Global companies like Apple or Tesla can customize the AIDA Sales Funnel for their unique sales force by first understanding their target audience and their needs. They can then tailor the Awareness, Interest, Desire, and Action stages of the funnel to these specific needs. For example, Apple might focus on creating awareness about their innovative technology, while Tesla might generate interest through their commitment to sustainability. The Desire stage could be customized by highlighting unique features of their products, and the Action stage could be tailored to make the purchasing process as easy as possible for the customer.

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Analisi del Gruppo Target

Iniziamo con alcuni strumenti focalizzati sul B2C. Una strategia di vendita di successo inizia con la comprensione del tuo mercato target. Questa slide di Analisi del Gruppo Target fornisce sia profili demografici che psicografici del tuo segmento di mercato, che consentono un approccio su misura per un impatto massimo. Questo esempio mostra quattro modi comuni di approcciare l'analisi del gruppo target: Comportamentale, Demografico, Psicografico e Geografico.

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Understanding the target market can significantly impact the sales strategy of B2B-focused companies like Nvidia and Tesla. It allows these companies to tailor their approach for maximum impact. By understanding their target market's behavior, demographics, psychographics, and geography, they can develop a sales strategy that resonates with their potential customers. This can lead to increased lead conversion and sales.

Some alternative methods to Behavioral, Demographic, Psychographic, and Geographic approaches in target group analysis could include Technographic segmentation, which focuses on the technological capabilities and tools used by a target group. Another approach could be Firmographic segmentation, used primarily in B2B markets, which focuses on characteristics of organizations such as size, location, and industry. Additionally, Needs-based or Benefit segmentation can be used, which groups customers based on their needs or the benefits they seek from the product or service.

Global companies like Apple and Google can utilize the four common ways of target group analysis in their sales strategy by understanding and segmenting their market. Firstly, they can use Behavioral analysis to understand the purchasing habits, usage rate and brand interactions of their target group. Secondly, Demographic analysis can be used to segment their market based on age, gender, income, education and family size. Thirdly, Psychographic analysis can help them understand the lifestyle, values, personality and social class of their target group. Lastly, Geographic analysis can be used to segment their market based on their location, climate, region or country. By understanding these aspects, they can tailor their products, marketing and sales strategies to meet the specific needs and preferences of their target groups.

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Personalizza questa slide in base al tuo prodotto e all'immagine del tuo azienda, e concentra l'attenzione sugli elementi più rilevanti.Ad esempio, se il tuo marchio enfatizza il far sentire i clienti in un certo modo, come Apple e il suo marketing che evoca emozioni, potresti voler dare priorità a più elementi psicografici per approfondire come i valori dei clienti guidano i loro comportamenti.

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Apple's emotion-evoking marketing strategy is unique in its approach. It focuses on creating an emotional connection with its customers, often emphasizing the experience of using their products rather than the technical specifications. This is in contrast to many other tech companies like Nvidia, which often focus more on the technical aspects and performance of their products. However, it's important to note that each company's strategy is tailored to their specific target audience and product offerings.

Companies can focus on various psychographic elements to influence customer behavior. These can include values, attitudes, interests, lifestyle, personality traits, opinions, and activities. Understanding these elements can help companies tailor their products, services, and marketing strategies to meet the specific needs and preferences of their target audience. For instance, a company that understands its customers' values and lifestyle can create products and marketing campaigns that resonate with those values and fit into that lifestyle.

Global companies like Google or Tesla can customize their branding to evoke certain emotions in customers by focusing on the most relevant elements that align with their brand's values and mission. They can prioritize more psychographic elements to understand how customers' values drive their behaviors. For instance, they can use specific colors, logos, taglines, and advertising strategies that resonate with their target audience's emotions and values. They can also leverage storytelling in their marketing campaigns to create a strong emotional connection with their customers.

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Funnel di vendita AIDA

Il funnel di vendita AIDA sta per Awareness, Interest, Desire e Action. Aiuta a strutturare il pipeline dei lead per garantire una transizione fluida da potenziali clienti a clienti paganti. Alla fine di questa diapositiva, utilizza le barre di avanzamento per monitorare come l'intero pool di lead si converte nel tempo. Man mano che i lead avanzano nel funnel, le barre di avanzamento si restringono per riflettere la percentuale di conversioni ad ogni stadio.

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One example of a company that successfully used the AIDA model is Airbnb. They first create Awareness by using various marketing strategies like social media, SEO, and content marketing. They then generate Interest and Desire through their compelling website design and user-friendly interface, showcasing beautiful properties with clear and enticing descriptions. Finally, they prompt Action with a straightforward booking process, discounts for first-time users, and a secure payment system. This approach has helped Airbnb to significantly increase their conversions.

Some alternative strategies to the AIDA sales funnel in structuring the lead pipeline include the ACCA (Awareness, Comprehension, Conviction, Action) model, the REAN (Reach, Engage, Activate, Nurture) model, and the BANT (Budget, Authority, Need, Time) model. These models offer different perspectives and approaches to lead generation and conversion, and can be used depending on the specific needs and context of your business.

Global companies like Apple and Google can apply the AIDA sales funnel to optimize their lead conversion process by first creating Awareness about their products or services. This can be done through various marketing strategies such as social media marketing, content marketing, SEO, etc. Once the awareness is created, they can generate Interest among their potential customers by highlighting the unique features and benefits of their products or services. The next step is to create a Desire for their products or services. This can be done by showcasing how their products or services can solve the problems or meet the needs of the customers. Finally, they can prompt Action from the customers by providing them with easy and convenient ways to purchase or sign up for their products or services. They can also use progress bars to monitor how the entire pool of leads convert across time and make necessary adjustments to their strategies.

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Radar di Marketing

Il Radar di Marketing evidenzia l'importanza di un forte mix di marketing e il suo impatto sulle prestazioni di vendita. La ruota esterna del radar identifica i principali canali di marketing e i punti di contatto per raggiungere i clienti. Muovendosi verso l'interno, le metriche di successo critiche sono definite sotto ogni canale di marketing.

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Ad esempio, per un sito web, l'obiettivo potrebbe essere quello di attrarre il maggior numero possibile di visitatori, mentre la strategia sui social media mira a ottenere più follower. Questa diapositiva aiuta a pianificare e monitorare i tuoi sforzi di marketing in modo più efficace e identificare i canali più promettenti per generare entrate.

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Analisi ABC

L'analisi ABC è una tecnica di controllo delle vendite per identificare i gruppi di clienti che generano il maggior fatturato. Le transazioni del gruppo A sono tipicamente basse in volume ma alte in valore. D'altra parte, le transazioni del gruppo C sono alte in volume ma creano poco valore. Dove lo spazio lo consente, personalizza questa diapositiva aggiungendo dettagli di ogni gruppo di clienti in modo che i rappresentanti possano sviluppare strategie mirate.

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While specific company names are not disclosed, many businesses across various industries have successfully implemented ABC analysis in their sales strategies. For instance, retail companies often use this method to categorize their inventory based on value and sales frequency, allowing them to focus their efforts on high-value products. Similarly, manufacturing firms may use ABC analysis to identify and prioritize customers who bring the most revenue. It's a common practice in supply chain management and customer segmentation.

Some alternative sales control techniques that can be used in place of the ABC analysis include the XYZ analysis, the FSN analysis (Fast, Slow moving and Non-moving), the VED analysis (Vital, Essential, Desirable), and the SDE analysis (Scarce, Difficult, Easy). These techniques also help in inventory management and can be used depending on the specific needs and context of the business.

Global companies like Apple and Google can apply the ABC analysis in their sales control technique by identifying and categorizing their customer groups based on the revenue they generate. They can classify transactions under group A which are typically low in volume but high in value. These could be premium products or services that generate significant profit margins. On the other hand, transactions under group C are high in volume but create little value. These could be lower-cost products or services that sell in large quantities but yield smaller profit margins. By understanding these categories, companies can develop targeted strategies to maximize revenue and profitability.

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Strategia Pre vs. Post Vendita

Non è sufficiente fare solo una vendita. Infatti, le squadre di vendita più di successo comprendono l'importanza di utilizzare tattiche post-vendita per continuare il momentum o addirittura vendere di più. Utilizza questa roadmap pre e post vendita per delineare compiti e personale chiave che sono cruciali per creare un'esperienza cliente end-to-end.

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Some common misconceptions about the importance of post-sales tactics in the sales process include the belief that the sales process ends once the sale is made, that post-sales tactics are not as important as pre-sales tactics, and that post-sales tactics do not contribute significantly to customer retention or upselling. However, successful sales teams understand that post-sales tactics are crucial for maintaining momentum, upselling, and creating an end-to-end customer experience.

Some alternative strategies to create an end-to-end customer experience include focusing on customer service, personalizing the customer journey, using customer feedback to improve, and leveraging technology to enhance the customer experience. It's also important to ensure seamless communication and interaction across all touchpoints, and to provide value at every stage of the customer journey.

Global companies like Apple and Google can implement post-sales tactics to enhance their customer experience by focusing on customer satisfaction and loyalty. This can be achieved by providing excellent customer service, offering product support, and creating loyalty programs. They can also use customer feedback to improve their products and services. Additionally, they can offer upgrades or additional services to existing customers, which not only increases revenue but also enhances the customer experience.

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Ad esempio, i responsabili degli account e i responsabili della community possono assistere nella fase post-servizio del funnel di vendita per mantenere i clienti felici e incoraggiare i riferimenti. Queste caselle possono essere modificate, eliminate o aggiunte in base alla struttura organizzativa unica di un team.

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Profilo del Lead

Ora passiamo a strumenti più focalizzati sul B2B. Poiché il flusso di lavoro di vendita per i clienti enterprise richiede molto più sforzo e coinvolgimento individuale, è importante che le squadre di vendita identifichino prima i lead di alta qualità per garantire il successo futuro.Un approccio per sviluppare un profilo ideale del cliente, o ICP, è considerando 1) il profilo dell'azienda, 2) il profilo dell'acquirente, e 3) la persona utente primaria. 

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I'm sorry, but the content provided does not include a real-world example of a successful application of the ICP approach in a global company. However, many global companies such as IBM and Salesforce have successfully applied the ICP approach to identify high-quality leads and streamline their sales process.

Some alternative methods to identify high-quality leads in B2B sales include using predictive analytics, leveraging social media platforms, attending industry events and webinars, and utilizing content marketing strategies. Additionally, referral programs and customer testimonials can also be effective in identifying high-quality leads.

Companies like Google or Tesla can apply the concept of an Ideal Client Profile (ICP) in their B2B sales strategies by identifying high-quality leads that match their ICP. This can be done by considering the company profile, the buyer profile, and the primary user persona. For instance, they might look for companies that are in a certain industry, of a certain size, or have a certain budget. They might also look for buyers who have a certain job title, level of seniority, or set of responsibilities. Finally, they might look for users who will be using their product or service in a certain way. By focusing on these high-quality leads, they can ensure a more successful sales process.

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Identifica l'organizzazione target e le sue particolarità. Poi, restringilo al profilo dell'acquirente per identificare le loro esigenze e motivazioni. Questa è la persona che ha bisogno della convinzione più forte poiché prende la decisione finale di acquisto. 

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Poi infine, pensa all'utente primario e a cosa ha bisogno quotidianamente. Qui è incluso anche una visualizzazione più semplificata che riassume tutte le informazioni che sono state appena coperte dai passaggi precedenti.

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Prezzi per Account

La tabella dei prezzi interna è diversa da qualsiasi informazione di vendita rivolta al pubblico. Il suo obiettivo è analizzare quale livello di account genera il maggior reddito o il margine più alto, e quindi merita più attenzione. Nota gli obiettivi di vendita per ogni livello. In questo esempio, l'attuale focus del team di vendita è di canalizzare più account Business. Con un obiettivo di vendita impostato per ogni tipo di account, i rappresentanti possono sempre fare riferimento a questa tabella per prendere decisioni basate sui dati per aggiustare le loro strategie di vendita.

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There are several strategies to funnel in more Business accounts. Firstly, identify your target audience and understand their needs. Tailor your product or service to meet these needs. Secondly, use targeted marketing strategies to reach out to these businesses. This could include online advertising, email marketing, or even direct outreach. Thirdly, offer incentives such as discounts or exclusive deals to businesses that sign up. Lastly, provide excellent customer service to retain these businesses and encourage word-of-mouth referrals.

Sales representatives can use data-driven decisions to adjust their sales strategies by analyzing the revenue or margin generated by different account tiers. This analysis can help identify which tier deserves more attention. For instance, if the data shows that Business accounts are generating the most revenue, the sales team can focus more on funneling in more Business accounts. Sales goals set for each account type can also guide reps in making data-driven decisions. By referring back to these goals, reps can adjust their strategies to ensure they are targeting the right accounts and meeting their sales targets.

Setting sales goals for each account type is crucial for several reasons. Firstly, it helps in identifying which account tier generates the most revenue or the highest margin, and therefore deserves more attention. Secondly, it provides a clear direction for the sales team, enabling them to focus their efforts effectively. Lastly, it allows for data-driven decision making, enabling sales reps to adjust their strategies based on the set goals.

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Conclusione

Per ulteriori strumenti per impostare le pietre miliari, esplora i cruscotti di vendita inclusi in questo mazzo, così come la cadenza di 30-60-90 giorni degli obiettivi di vendita.Massimizza il tuo potenziale di vendita con il Kit di Strumenti per Strategie di Vendita (Parte 2), che puoi scaricare e personalizzare subito. Fornisce tutto ciò di cui una forza vendita ha bisogno per ottenere quel "Sì".

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