„B2B-Marken tragen Schuhe“ oder “People buy from People”

4. Januar 2011 um 09:47 | boss | In Vertriebs Know-how | 41 Kommentare

Über Markentreue und emotionales Kaufverhalten kann man zwar geteilter Auffassung sein, aber leugnen kann man es nicht. Aber gilt, was für den privaten Konsum so einleuchtend aber auch so manipulierend scheint auch für den B2B Bereich? Nach nunmehr mehr als 15 Jahren Erfahrung in Beratung und Vertrieb sage ich ganz klar: Ja! Auch wenn viele Kollegen(innen) in unserem Job sich (Gott sei Dank) im täglichen (Vertriebs)Leben nicht so verhalten ist Persönlichkeit fast immer der Schlüssel zum Erfolg.

Ein Beispiel. Wie oft klagen wir im Privatleben darüber, dass unser Gegenüber unsere Bedürfnisse nicht richtig wahrnimmt und schon gar nicht nachfragt. Nachfragt, ob uns etwas gefällt oder nicht, oder ob noch etwas verbesserst/verändert werden soll? Wie positiv fällt es uns dann auf, wenn z.B. ein Firma nach der Anfrage eines Angebots (sagen wir für ein Gewerk) nach angemessener Zeit nachfragt. Das hat etwas mit Wertschätzung und Interesse zu tun und steigert unser Selbstwertgefühl. Soweit so gut. Aber fragt man mal bei seinen B2B Kunden nach, wie vielte Vertriebler auch sehr umfangreiche Angebote nachtelefonieren, fängt das Desinteresse schon bei so kleinen Dinge an. Daher kann ich der Untersuchung des RTS Riegerteam des Forum-Gruppe, Mainz, zum Thema Kaufentscheidungsprozesse im B2B nur zustimmen: Wir, die Vertriebler machen den Unterschied durch unsere Persönlichkeit und die Fähigkeit emotionale Bindungen aufzubauen!!!

Der Artikel ist wirklich lesenswert, insbesondere zu Beginn des Jahres, wo man sich ja immer besondere Gedanken und Vorsätze auch für das Berufsleben macht ;-) In diesem Sinne eine gutes und erfolgreiches 2011.

Via: acquisa.de


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