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| - | ====== Podpora prodaji ====== | + | ====== Support of the Sales Process ====== |
| - | ===== Splošno ===== | + | ===== In general ===== |
| - | V prejšnjem poglavju smo ugotovili, da je prva stopnja CRM sistema [[../../../a_concepts:b_contactmngmt| vodenje informacij o strankah, kontaktih in aktivnostih]] pri njih. Celovita slika je pač zelo koristna pri raznih stikih s stranko. Tako je ta slika že velik del podpore prodaji, ki nam jo nudi Produs IO. Vendar je to le manjši del. | + | The previous chapter was about the first level of the CRM system being [[../../../a_concepts:b_Contactmngmt| management of the Accounts, Contacts and activities data]]. It is very useful to have the whole image of the customer and therefore the image itself is a large part of sales support, offered by Produs IT. But it really is a small part. |
| - | Veliko podjetij namreč prodaja svoje proizvode z osebno prodajo. Predvsem je to primer takrat, ko prodajamo kompleksne proizvode oz. rešitve. Takšna prodaja je zahtevna, zapletena in z veliko interakcij med prodajalci in kupcem. Obenem pa ima taka prodaja visoko dodano vrednost, zato je njena uspešnost zelo pomembna za uspešnost podjetja. | + | Many companies sell their products through personal sale, especially when they are selling complex products or solutions. This kind of sale is demanding, complicated and includes many interactions between salesmen and buyers. This kind of sale at the same time has a high added value, so its success is of most importance for the company's success. |
| - | Nadaljevanje tega poglavja je predvsem pomembno za taka podjetja. V njem je namreč govora o naslednji stopnji vodenja informacij - vodenje //prodajnih priložnosti//. To pomeni, da vsak potencialni posel oz. prodajno priložnost spremljamo skozi celotno njeno pot v naši organizaciji - skozi //prodajni proces//. Zakaj? Ker je to področje poslovanja pri večini podjetij eno najpomembnejših za uspešno poslovanje sploh. Tako nam vodenje podatkov o prodaji omogoča, da to ključno poslovno funkcijo - prodajo - upravljamo. Z drugimi besedami - jo načrtujemo, organiziramo, spremljamo in po potrebi ukrepamo. | + | This chapter focuses mainly on this kind of companies. It talks about the next level of data management - //sales opportunities// management. Every potential deal and every sales opportunity should be observed on its path through our organization − through the //sales process//. Why? Because this field of business is one of the most important fields for business in general. Managing data on sales allows us to manage this key business function. We plan it, organize it, observe it and take action if needed. |
| - | Seveda samo zajemanje podatkov o prodajnih aktivnostih brez enotne strukture in | + | Collecting data on sales opportunities by itself is of no use if there is no unified structure and form. To enable all the possibilities that sales support managing offers, we must first determine the sales process (the phases most of our businesses goes through) and notes we wish to make in any of those phases. |
| - | oblike nima pravega smisla. Da bi omogočili vse možnosti, ki nam jih nudi podpora vodenju prodaje, moramo prej določiti prodajni proces (faze skozi katere se večina naših poslov giblje, preden jih sklenemo) in zapise, ki jih želimo v vsaki taki fazi zapisati. | + | |
| - | ==== Faze prodaje ==== | + | ==== Sales phases ==== |
| - | V grobem gredo naši potencialni posli skozi naslednje faze oz. oblike: | + | Our potential deals go through following phases or forms: |
| - | - pridobivanje interesentov | + | - acquiring Leads |
| - | - prodaja v ožjem pomenu | + | - sale in the narrower sense of the word |
| - | - izvedba ali dostava | + | - realization or delivery |
| - | - poprodajne aktivnosti | + | - after sales activities |
| - | Za vse te faze Produs IO nudi svoj del podpore. V tem poglavju naj povemo nekaj več o prodaji v ožjem pomenu. | + | Produs IT offers support to all of these phases. This chapter will explain more about sale in the narrower sense of the word. |
| - | ==== Prodaja v ožjem pomenu ==== | + | ==== Sale in the narrower sense of the word ==== |
| - | Prodaja v ožjem pomenu (v nadaljevanju prodaja) se odvija od trenutka, ko je odgovorna oseba (ponavadi prodajalec) odločila, da bomo določenemu [[../../../a_concepts:b_contactmngmt|interesentu]] začeli aktivno prodajati. Ponavadi to pomeni, da bomo z njim začeli izvajati nek niz aktivnosti, ki se bo eventualno zaključil s sklenitvijo posla, ponavadi s podpisom pogodbe. Takrat je prodaja tudi zaključena. | + | Sale in the narrower sense of the word (sale) is happening from the moment the person in charge (usually salesman) decides to start an active selling to certain [[../../../a_concepts:b_Contactmngmt|Lead]]. That usually means we will start performing a series of activities, usually ending with signing the contract. It is then that the sale is concluded. |
| - | Posamezni posel, ki ga tako obdelujemo v prodaji se v Produs IO imenuje //prodajna priložnost// ali krajše //priložnost oz. posel ali projekt//. Direktno je povezana s stranko, kjer se dogaja in kontakti, ki so vključeni v aktivnosti. V prodajni priložnosti kot zapisu se spremljajo osnovne informacije o poslu kot so vrednost, datum pričakovanega zaključka, prodajna faza, naslednji korak itn. Ob tem pa so nanjo povezane vse [[../../../a_concepts:b_contactmngmt|naloge in dogodki]], ki smo jih opravili ali so planirane. | + | Individual deal |
| - | <note note>Oglejte si, kako [[../../../c_modules:e_opportunities| vodimo podatke o prodajnih poslih]].</note> | + | Every individual deal, handled in this manner, is named //selling opportunities//, //opportunity// or //business// or //project// in Produs IT. |
| + | It is directly connected with the Account it is happening in and the Contacts, included in the activities. In selling opportunity as a record we note data about business e. g. value, date of expected conclusion, selling phase, next step, etc., with links to all the planned or performed [[../../../a_concepts:b_Contactmngmt|tasks and events]]. | ||
| - | ==== Prodajni proces ==== | + | <note note>See how to [[../../../c_modules:e_opportunities| manage data on selling deals]].</note> |
| - | Zaporedje korakov oz. aktivnosti, ki jih v nekem podjetju opravijo prodajalci med prodajo se imenuje //prodajni proces//. Vendar praktično lahko o njem govorimo šele, ko je ta definiran in enoten za vse. Šele v taki obliki nam lahko služi kot osnovno orodje upravljanja. | ||
| - | Definiran pomeni, da je jasno zapisano zaporedje aktivnosti, ki jih je potrebno opraviti. Po potrebi so vključene tudi odločitve. V primeru, da pri prodaji mora sodelovati več sodelavcev (različnih vlog), je določeno, kdo je zadolžen za posamezno aktivnost. Ob vsaki aktivnosti se določi tudi, katere informacije se mora pridobiti in zapisati v tej aktivnosti. | + | ==== Selling process ==== |
| - | Enoten za vse pomeni, da ga oblikujemo tako, da lahko rečemo, da ga razen v redkih izjemah res izvršimo v vseh primerih. Seveda se znotraj njega potek tudi preusmeri, vendar je to še vedno del istega procesa, odločitev o preusmeritvi pa ima jasne kriterije. Več o tem vam lahko razloži svetovalec, ki vam pomaga vzpostaviti sistem. | + | //Selling process// is a series of steps or activities, performed during the sale, but we can talk about it only when it is defined and unified for everybody. It is only then that it serves us as a basic managing tool |
| - | ===== Vodenje ===== | + | For the selling process to be defined, the sequence of activities to perform has to be written down. If needed, the decisions are included too. When more coworkers (of different roles) have to take part in the sale, we have to determine their duties in a single activity. We also determine which data should be attained and noted within the sphere of this activity |
| - | Jasno definiran in enoten prodajni proces nam zagotavlja številne prednosti z vidika vodenja. Vse izhajajo iz jasne, objektivne komunikacije, ki nam jo tak proces omogoča. Prodajalci vedo, kateri je naslednji korak, kaj morajo opraviti/izvedeti na naslednjem sestanku, oni in vodja vedo za vsak posel v kakšni fazi je in kakšna je verjetnost, da bo prišlo do prodaje - in kdaj. Vodje vedo, kakšna je celoten izgled njihove prodaje za naslednje obdobje, kje so nevarnosti in katerim prodajalcem je potrebno pomagati. | + | The selling process is unified when it is designed to be performed in all cases and with very seldom exceptions. The course of action can of course be altered, but it is still a part of the same process and the decision to divert it stands on evident criteria. The consultant, who is helping you establish the system, can give you more information on this topic. |
| - | ==== Spremljanje in cevovod (pipeline) ==== | + | ===== Policy making ===== |
| - | V Produs IO imamo več načinov, kako vodje prodaje spremljajo stanje in napredek prodaje. Spremljamo napredek posameznih poslov glede na to, kar smo se s prodajalci dogovorili. Tedensko lahko pregledujemo število opravljenih korakov, ki so jasno opredeljeni, kar je veliko bolj objektivno od nestrukturiranih razgovorov. Za pomembnejše posle lahko pogledamo, ali so v zapisih zavedene prave informacije, ki kažejo na pravi potek ali napake in tveganje. | + | A clearly defined and unified selling process guarantees many advantages concerning policy. All of them arise out of clear, objective communication that this process enables. Salesmen know the next necessary step and what they need to find out in the next meeting. They and their manager know in what phase a certain deal is, how likely the sale is and when it could happen. Managers know about the next period's sales outlook, where the risks are and which salesmen need additional help. |
| - | Enotno definiran proces nam določa nekaj glavnih faz, v katerih je lahko posel in skozi katere se giblje. Nabor vseh naših poslov, ki se trenutno gibljejo iz faze v fazo, proti koncu (sklenitvi posla) se imenuje //prodajni cevovod// (angl. //sales pipeline//). V vsaki od teh faz je moč (na podlagi naših izkušenj) določiti verjetnost, da se bo posel, ki smo ga pripeljali do te faze, uspešno zaključil. To nam omogoča, da v vsakem trenutku določimo (sicer statistično) t.i. //vrednost cevovoda//. Ta je seštevek vseh poslov pomnoženih z verjetnostjo sklenitve. | + | ==== Observing and pipeline ==== |
| - | ==== Analiza, napovedi ==== | + | Produs IT offers many ways for sales managers to observe state and progress of the sale. We can observe the progress of some deals according to what was agreed with the salesmen. The clearly defined performed steps can be observed weekly, which is also much more objective than unstructurised discussions. It is also possible to check if the right data is entered and if it indicates the right course of action and possible errors or risks, especially regarding important deals. |
| - | Iz tega pogleda na naš cevovod izvirajo številne tehnike vrednotenja in analize naše prodaje in nudijo močno orodje za spremljanje in analizo prodajne situacije. Seveda kumulativno, tudi za analizo po področjih in prodajalcih. | + | The unified selling process determines some general phases of the deal. The string of this phases is called //sales pipeline//, with the last phase being closing the deal. Based on our experience we can determine the probability of the deal being successfully closed. That allows us to define the so-called (statistical) //value of the pipeline//, which is the sum of all deals multiplied with the probability of the deal being closed. |
| - | Za analizo dogajanja po posameznih poslih, pa se uporabljajo druge tehnike, v glavnem tako, da analiziramo razvoj oz. zgodovino posameznih poslov. | + | |
| - | Ob dobrem spremljanju in analizi nam je omogočeno tudi boljše opravljanje morda najpomembnejša naloge direktorja prodaje - napoved prodajnih rezultatov. Seveda, če imamo možnost napovedovanja, lahko tudi pravočasno ugotovimo t.i. "slabosti cevovoda". Bližajoče nevarnosti, ki bi nam čez nekaj mesecev lahko povzročile večji problem, tako lahko pravočasno opazimo in ukrepamo z raznimi akcijami, prodajnimi tehnikami itn. | + | ==== Analysis, forecasts ==== |
| - | <note note>Oglejte si, kako [[../../../:c_modules:l_analytics| pregledujemo stanje]].</note> | + | Many different techniques of the sales situation's assessment and analysis arise from the above stated view of our pipeline. It can be cumulatively used for analysis concerning fields and salesmen too. |
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| + | Other techniques are used to analyze individual deals. Mostly it is done by analyzing progress and history of individual deals. | ||
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| + | Good observation and analysis also allow us to better perform maybe the most important tasks of sales director − forecasting sales results. If there is a chance of forecasting, we can also detect the so-called "pipe's infirmity". In this way we can foresee the approaching risks that could in months time cause even bigger problems and take appropriate measures with actions, sales techniques, etc. | ||
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| + | <note note>See how to [[../../../:c_modules:l_analytics| review the situation]].</note> | ||
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| + | ~~ODT~~ | ||