SRF Salgssymposiet2014 bergen

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Darker colours You’re basically free to use the different

saturations of the colours, but we still recommend these second to darkest ones

Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Change background colour 1. Click on slide

2. Choose Format Background , 3. Select Fill and choose your colour

4. Click OK

Insert client logo 1.  Select placeholder 2.  Choose Insert from top menu 3.  Choose Picture from file 4.  Select client logo 5.  Click OK

To view drawing guides 1.  Right click on slide and select

’Grid and Guides...’ 2.  Check ’Display drawing

guides on screen’ 3.  Select OK

Kommunikasjon som gir reslutater Alain Fassotte – Senior Consultant & Director of Sales

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creuna.no alainfassotte alain.fassotte@creuna.no

Alain Fassotte +47 920 611 16 alainfassotte

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Hvem er selgeren?

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Det er salg sin jobb å få kunden inn i butikken!

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Choose among many Layouts Right-click on slide and select Layout

Darker colours You’re basically free to use the different saturations

of the colours, but we still recommend these second to darkest ones

Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Change background colour 1. Click on slide

2. Choose Format Background 3. Select Fill and choose your colour

4. Click OK

Det er vår jobb å lage butikk!

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Tidslinje

Målfokusert

Resultatorientert Hunter

Drømmeresultater

Gode erfaring

Fremtid Fortid Nåtid

?

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Relasjonsselger?

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Choose among many Layouts Right-click on slide and select Layout

Darker colours You’re basically free to use the different saturations

of the colours, but we still recommend these second to darkest ones

Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Change background colour 1. Click on slide

2. Choose Format Background 3. Select Fill and choose your colour

4. Click OK

97 % av kundene vurderer kjøp uten at din bedrift er involvert!

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Kilde: McKinsey & Company

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Use Increase Indent button to get predefined level and font

Level 1 = Introtext Level 2 = Subtext

Level 3 = Bodytext

Hvor henter kunden kjøpsinformasjon fra?

© Creuna Kilde: Nielsen – The role of content Mars 2014

Social media

User Reviews

Online Advertising

Expert Reviews

Word Of Mouth

Official Brand Websites

TV Advertising

54 %

52 %

51 %

46 %

45 %

44 %

40 %

Choose among many Layouts Right-click on slide and select Layout

Darker colours You’re basically free to use the different saturations

of the colours, but we still recommend these second to darkest ones

Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Change background colour 1. Click on slide

2. Choose Format Background 3. Select Fill and choose your colour

4. Click OK

Alt som kan digitaliseres, vil bli digitalisert!

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Hva skjer med dagligvarebutikkene hvis disse bestemmer seg for å satse digitalt?

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© Creuna Sosiale media

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Hvis du var det eneste menneske på jord. Ville du ha skrevet en sang eller malt et bilde?

Hvorfor er vi i sosiale media?

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Choose among many Layouts Right-click on slide and select Layout

Darker colours You’re basically free to use the different saturations

of the colours, but we still recommend these second to darkest ones

Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Change background colour 1. Click on slide

2. Choose Format Background 3. Select Fill and choose your colour

4. Click OK

Deling!

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To add pre-formatted bullet text please use the

Increase/Decrease Indent buttons found in the

Top-PowerPoint menu

Sosiale media er ikke noe nytt!

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Choose among many Layouts Right-click on slide and select Layout

Darker colours You’re basically free to use the different saturations

of the colours, but we still recommend these second to darkest ones

Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Change background colour 1. Click on slide

2. Choose Format Background 3. Select Fill and choose your colour

4. Click OK

Det er bare digitalisering av normal mennekselig atferd.

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Det handler om å bygge sin egen identitet, også digitalt.

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Size of image=1500x844 px (2000x1126 px for even better quality) Salg handler mer om kjøp

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fokusere på kjøpsprosessen?

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Kjøp

4.

Behov

1.

Løsning

3.

Kriterier

2.

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Hva er det kjøpsutløsende kriteriet for en Dressmann XL kunde, når han skal kjøpe et belte?

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Kjøp Behov

Løsning

Kriterier

Salg Definere

Arkitekt

Utforske

Redusere risiko for feilkjøp

4. 1. 3. 2.

Choose among many Layouts Right-click on slide and select Layout

Darker colours You’re basically free to use the different saturations

of the colours, but we still recommend these second to darkest ones

Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Change background colour 1. Click on slide

2. Choose Format Background 3. Select Fill and choose your colour

4. Click OK

Key takeaway 1

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Kjøp

4.

Behov

1.

Løsning

3.

Kriterier

2.

Identifiser kunde i kjøpsprosessen og følg han resten av veien, slik at han føler lav risiko for feilkjøp

Finn de reelle kjøpsutløsende kriteriene!

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Kjøp

4.

Behov

1.

Løsning

3.

Kriterier

2.

3 % 7 % 30 % 30 %

Men! –det er alltid ett MEN eller to….

Choose among many Layouts Right-click on slide and select Layout

Darker colours You’re basically free to use the different saturations

of the colours, but we still recommend these second to darkest ones

Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Change background colour 1. Click on slide

2. Choose Format Background 3. Select Fill and choose your colour

4. Click OK

97 % av kundene gjennom en kjøpsprosess uten at din bedrift er involvert!

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Kilde: McKinsey & Company

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Kjøp

4.

Behov

1.

Løsning

3.

Kriterier

2.

97 %!

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Den nye kundereisen

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Attention

Interest

Desire

Action Discover

Search

Ask Compare

Decide

Ambassador Use

support Share

Trust

find like love

Friend Personalize

- en ny kundereise

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To add pre-formatted bullet text please use the Increase/Decrease Indent

buttons found in the Top-PowerPoint menu

THE WEAKEST LINK

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Choose among many Layouts Right-click on slide and select Layout

Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Darker colours You’re basically free to use the different

saturations of the colours, but we still recommend these second to darkest ones

Change colour of numbering 1.  Select all text with numbering

2. Choose Format/Bullets and Numbering 3. Select colour from ‘Color’ dropdown.

4. Click OK

Change background colour 1. Right click outside slide

2. Choose Format Background 3. Select Fill and choose your colour

4. Click OK

Det handler om å forstå og respektere den makten og de forventningene kunden har til deg og din organisasjon

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Salg er en kontinuerlig kundereise

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under

før

etter

Tradisjonell salgskommunikasjon

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Salget kan skje i alle kontaktpunktene!

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under

Før

Etter

Choose among many Layouts Right-click on slide and select Layout

Darker colours You’re basically free to use the different saturations

of the colours, but we still recommend these second to darkest ones

Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Change background colour 1. Click on slide

2. Choose Format Background 3. Select Fill and choose your colour

4. Click OK

Key takeaway 2

© Creuna

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2. Choose Insert/Click Picture-button 3. Select image and click OK

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Identifiser de viktigste kontaktpunktene på kundereisen og definer hvor kunde er i kjøpsprosessen

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Hva gjør markedslederne?

Product leader

Operational excellence

Client intimate

- middle-of-the-market products at the best price with the least inconvenience.

- best product and inovation, period!

- specialize in satisfying, unique needs and relationships

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Salget kan skje i alle kontaktpunktene!

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under

Før

Etter

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Sales Marketing

The total customer

experience

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Sales Marketing

The total customer

experience

Kundeopplevelsen er merkevaren

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Digital?

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93 % av B2B kjøp starter med søk

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Kilde: McKinsey & Company

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2. Choose Insert/Click Picture-button 3. Select image and click OK

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Er du digitalt synlig?

Utfordring nummer 1!

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Dere må hjelpe søkemotorene og kunde å finne innholdet!

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http://www.handelsbanken.no/shb/inet/istartno.nsf/FrameSet?OpenView&iddef=HandelsbankenNO&navid=HandelsbankenNO&navob=50&base=/Shb/Inet/ICentNo.nsf&sa=/Shb/Inet/ICentNo.nsf/default/q62CD42A72D9B2D00C12575370056E221

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Konsekvensene for Handelsbanken er tydelig…

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kunde

teknologi bedrift

Brukerorientering - Lite fokus på bedriftens

behov

Tradisjonell markedsføring/”branding”

- Lite fokus på kundens behov

Tradisjonell kundedialog - Lite fokus på effektivitet og

innovasjon

Vårt største potensial

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buttons found in the Top-PowerPoint menu

Hvorfor lykkes mitt bloggprosjekt?

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At noen har sagt opp jobben sin er ikke interessant.

At noen skriver om prosessen rundt jakten på drømmejobben i sosiale medier, er interessant!

Choose among many Layouts Right-click on slide and select Layout

Use Increase Indent button to get predefined level and font

Level 1 = Introtext Level 2 = Subtext

Level 3 = Bodytext

Hvor henter kunden kjøpsinformasjon fra?

© Creuna Kilde: Nielsen – The role of content Mars 2014

Social media

User Reviews

Online Advertising

Expert Reviews

Word Of Mouth

Official Brand Websites

TV Advertising

54 %

52 %

51 %

46 %

45 %

44 %

40 %

Choose among many Layouts Right-click on slide and select Layout

Darker colours You’re basically free to use the different saturations

of the colours, but we still recommend these second to darkest ones

Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Change background colour 1. Click on slide

2. Choose Format Background 3. Select Fill and choose your colour

4. Click OK

Innhold fra eksperter har 83% mer påvirkning på kjøpsbeslutning enn for eksempel kundeomtale!

© Creuna

Kilde: Nielsen – The role of content Mars 2014

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Hvem har sagt at ikke du kan være eksperten?

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Utfordrerselgeren

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Key takeaway 3

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Size of image=1500x844 px (2000x1126 px for even better quality) I B2B kjøpes

det mest fra dem man lærer av!

© Creuna

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2. Choose Insert/Click Picture-button 3. Select image and click OK

Size of image=1500x844 px (2000x1126 px for even better quality) I B2B kjøpes

det mest fra dem man lærer av!

© Creuna

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Utfordreren lærer kundene noe •  Fokuserer ikke på produktdata eller fordeler •  Selger på unik kunnskap og nye synspunkter om

kundens marked •  Deler sin kunnskap med markedet •  Finner ideer som kunden vil tjene- eller spare penger på •  Ideer kunden ikke selv har tenkt på

© Creuna

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Utfordreren skreddersyr salgsbudskapet til den enkelte kunde •  Utfordreren finner kundens forretningsmål og

argumenterer rundt disse •  Utfordreren er en ekspert til å identifisere hva som vil

senke kundens risikoopplevelse •  Utfordreren tilnærmer seg kjøpshindringer med

kunnskap og nye ideer

© Creuna

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Utfordreren tar kontroll over salget

•  Utfordreren er ikke aggressiv, men han er utfordrende •  Er komfortable med at det er friksjon mellom han og kunde •  Bøyer seg ikke for alle kundekrav og har en tendens til å

presse kunde •  Får salget ved å få kunden til å tenke utenfor boksen •  Bruker innsikt og kunnskap for å skape spenning i salget

© Creuna

Choose among many Layouts Right-click on slide and select Layout

Change background colour 1. Click on slide

2. Choose Format Background 3. Select Fill and choose your colour and click OK

Make a new slide to add or change the icons by using graphics from www.iconmonstr.com

Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Darker colours You’re basically free to use the different saturations of

the colours, but we still recommend these second to darkest ones

Lykke til :)

creuna.no alainfassotte alain.fassotte@creuna.no

AFassotte +47 920 611 16 alainfassotte

© Creuna

Make a new slide to add or change the icons by using graphics from www.iconmonstr.com