VERKOOPSMANAGEMENT INHOUDSTAFEL
1 Hoofdstuk 1: commerciële organisatie .......................................................................................................... 5
1.1 Marketing vs verkoop ................................................................................................................................ 5
1.2 De verkoopfunctie veranderd: ............................................................................................................... 5
1.3 Evolutie van de distributiekanalen ...................................................................................................... 6
1.4 Oplossingsgericht denken........................................................................................................................ 8
1.5 Wat doet een verkoopleider/salesmanagement? .......................................................................... 9
1.6 Wat is coaching?.........................................................................................................................................10
1.7 Routeplan klant- en marktgericht ondernemen ...........................................................................12
1.7.1 Waarde kiezen .......................................................................................................................................12
1.7.2 waarde verschaffen .............................................................................................................................12
1.7.3 Waarde communiceren .....................................................................................................................13
1.7.4 Waarde implementeren.....................................................................................................................13
1.8 De verkoopmanagement stappen .......................................................................................................14
1.9 Voorbereidende stappen ........................................................................................................................15
1.9.1 creëren van een klant- en marktgericht org. ............................................................................15
1.10 Marketing en verkoop een geslaagd huwelijk? .............................................................................18
1.11 verschillende vormen van organisaties ...........................................................................................19
1.11.1 functionele marketing org ...........................................................................................................19
1.11.2 product management org. ...........................................................................................................20
1.11.3 product management en key account organisatie (matrix)) ........................................20
2 Hoofdstuk 2: verkoopmanagement ...............................................................................................................22
2.1 Wat is Sales management.......................................................................................................................22
2.2 definite van Sales management ...........................................................................................................23
2.3 Sales management: ontwikkelen van een verkooporganisatie ..............................................23
2.3.1 doelstellingen van het verkoopteam ............................................................................................24
2.3.2 verkoopstrategie ontwikkelen........................................................................................................24
2.3.3 verkoop organisatiestructuur uittekenen..................................................................................25
2.3.4 grootte van het verkoopteam bepalen ........................................................................................27
2.3.5 beloningsstructuur van het verkoopteam bepalen ................................................................28
2.4 Sales management: managen van het verkoopteam...................................................................30
2.4.1 evalueren van de verkopers ............................................................................................................31
2.5 CRM (=Customer relationship Management) ................................................................................33
3 Hoofdstuk 3: Salesmanagement Roadmap .................................................................................................34
3.1 micro niveau ................................................................................................................................................35
3.2 macro niveau ...............................................................................................................................................37
1
, 3.3 meso niveau .................................................................................................................................................39
3.4 De term: Disruptie: ...................................................................................................................................41
4 Hoofdstuk 4: Sales doelstellingen en strategie .........................................................................................42
4.1 Sales Planning: doelstellingen en strategieën ...............................................................................43
4.2 Ontwikkelingen in verkoop ...................................................................................................................43
4.2.1 er is meer concurrentie .....................................................................................................................43
4.2.2 marktverzadiging .................................................................................................................................43
4.2.3 globalisering ...........................................................................................................................................44
4.2.4 stijgend belang van product technische kennis.......................................................................44
4.2.5 innovatie ..................................................................................................................................................44
4.2.6 schaalvergroting ...................................................................................................................................44
4.2.7 organisatie missie ‘purpose’ ............................................................................................................44
4.2.8 core competence...................................................................................................................................44
4.3 De 4 verkoopbenaderingen:..................................................................................................................45
4.4 Uitbouw van cruciale eco-systemen ..................................................................................................47
4.5 de valkuilen van de relatiegerichte verkoop benaderingen: ...................................................47
4.6 De verkoop benaderingen......................................................................................................................48
4.7 klanten- en leveranciersgroepen ........................................................................................................49
4.8 indeling bij de leveranciergroepen ....................................................................................................50
4.9 De pareto-analyse (80-20 principe) ..................................................................................................51
4.10 klantenmanagement: Customer life style ........................................................................................53
4.11 klantenmanagement : verkoopplan per klanttype ......................................................................53
4.12 De verkoopmanager .................................................................................................................................54
4.13 verkoopdoelstellingen en strategieën ..............................................................................................55
4.14 Het maken van strategische doelstellingen ....................................................................................56
4.15 Efficiëntie vs effectiviteit:.......................................................................................................................57
4.16 Strategische keuzes ..................................................................................................................................58
4.17 What business are we in - Model van Abel .....................................................................................59
4.18 Groeistrategieën van Ansoff ..................................................................................................................60
4.19 BCG-matrix ...................................................................................................................................................61
4.20 Porter Model ................................................................................................................................................67
4.21 Differentiatiestrategiën...........................................................................................................................69
4.22 Strategische keuzes ..................................................................................................................................69
5 Hoofdstuk 5: Verkoopprognose–Sales Forecast ......................................................................................72
5.1 Wat is een verkoopprognose ................................................................................................................72
5.2 Waarom een verkoopprognose doen ................................................................................................72
5.3 Definitie van sales management .........................................................................................................73
2
, 5.4 verband tussen planning, prognose en budget .............................................................................74
5.5 Het prognose (=forecast) stappenplan.............................................................................................75
5.6 de verkoopprognose ................................................................................................................................76
5.7 Stappen in de verkoopprognose .........................................................................................................77
5.7.1 2 belangrijke Sales forecasting methods ....................................................................................77
5.7.2 Kwantitatieve Sales Forecasting - tijdreeksen .........................................................................79
5.8 Sales Forecast Methodieken om de prognose te doen ...............................................................81
5.9 gewogen voortschrijdend gemiddelden ..........................................................................................81
5.10 Sales funnel ..................................................................................................................................................83
5.11 Leads conversie ..........................................................................................................................................84
6 Hoofdstuk 6: verkoopmanagement informatie ........................................................................................86
6.1 de verkooptaken met hoge prioriteit ................................................................................................86
6.2 CIS of Commercieel informatie systeem ..........................................................................................87
6.3 de 6 onderdelen van het verkoopproces (chronologische volgorde) ..................................88
6.4 Customer Relationship Management (CRM)..................................................................................91
6.5 3 pijlers van klantenretentie.................................................................................................................92
6.6 CRM focus .....................................................................................................................................................93
6.7 Traditionele marketing vs CRM ...........................................................................................................94
6.8 Operationele & Analytische CRM ........................................................................................................94
6.9 Wat levert een CRM op:...........................................................................................................................95
6.10 X-selling Modelling ...................................................................................................................................96
6.11 campagne management: .........................................................................................................................97
7 Hoofdstuk 7: planning van het verkoopteam ......................................................................................... 101
7.1 Welke organisatie hebben we nodig? ............................................................................................ 101
7.2 enkele begrippen: ................................................................................................................................... 102
7.3 de omvang van de buitendienst berekenen................................................................................. 103
7.3.1 1ste methode: omzetpotentieel: formule van Franke ........................................................ 104
7.3.2 2de methode: extra-winstbijdrage methode ......................................................................... 105
7.3.3 3de methode: vast percentage voor verkoopkosten .......................................................... 106
7.4 LOONKOST-BRUTOLOON-NETTOLOON....................................................................................... 106
7.5 Indelen van het verkoopgebied (=rayonering) .......................................................................... 108
7.6 Reisroute Planning................................................................................................................................. 108
7.7 verkoopadministratie en rapportering ......................................................................................... 108
7.8 SFA: Sales Force Automation ............................................................................................................. 109
7.9 Controle/coaching ................................................................................................................................. 109
7.10 Het verkoopplan: .................................................................................................................................... 111
8 Hoofdstuk 8: Key account management (KAM) .................................................................................... 113
3
, 8.1 belangrijke elementen dat met KAM te maken hebben.......................................................... 113
8.2 Waarom KAM ........................................................................................................................................... 114
8.3 functies van KAM .................................................................................................................................... 114
8.4 De eerste stap: account analyse........................................................................................................ 115
8.5 Stap 2: Key account plan (KAP) ........................................................................................................ 116
8.6 Stap 3; Visie op de account ................................................................................................................. 118
8.7 relatiemodellen voor onderhouden van key accounts............................................................ 119
8.8 KAM categorisatie-> hoe gaan we dat nu doen .......................................................................... 120
8.9 Fases in KAM relaties ............................................................................................................................ 120
8.10 Customer life time value (CLTV) ...................................................................................................... 124
8.11 Gecombineerde evaluatie: ABC-klanten ....................................................................................... 125
8.12 Gewogen waardebepaling................................................................................................................... 126
8.13 Accountplan opstellen .......................................................................................................................... 128
8.14 Accountmanagement -< meer dan verkopen.............................................................................. 130
8.15 Klanten Rentabiliteit ............................................................................................................................. 130
8.16 Elke stap nog eens kort bekijken ..................................................................................................... 134
8.17 DMU: strategisch belang en aandeel: ............................................................................................. 136
8.18 Gebruik van informatiebronnen ...................................................................................................... 143
8.19 Leveren van toegevoegde waarden ................................................................................................ 144
8.20 account bewaking................................................................................................................................... 147
9 Hoofdstuk 9: leiding geven aan een verkoopteam ............................................................................... 149
9.1 componenten van goed leiderschap -> de 3C’s .......................................................................... 151
9.2 Wat is management: .............................................................................................................................. 151
9.3 situationeel leidinggeven .................................................................................................................... 152
9.4 XY - theorie van McGregor .................................................................................................................. 154
9.5 Waarom is motiveren moeilijk? ....................................................................................................... 155
9.6 hoe ga je verkopers nu motiveren ................................................................................................... 156
9.7 fases van teamvorming ........................................................................................................................ 157
10 Hoofdstuk 10: NPS of net promoter score......................................................................................... 159
10.1 Hoe werkt de NPS score?..................................................................................................................... 160
11 Belangrijke aandachtspunten voor het examen + info over het examen ............................. 161
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1 Hoofdstuk 1: commerciële organisatie .......................................................................................................... 5
1.1 Marketing vs verkoop ................................................................................................................................ 5
1.2 De verkoopfunctie veranderd: ............................................................................................................... 5
1.3 Evolutie van de distributiekanalen ...................................................................................................... 6
1.4 Oplossingsgericht denken........................................................................................................................ 8
1.5 Wat doet een verkoopleider/salesmanagement? .......................................................................... 9
1.6 Wat is coaching?.........................................................................................................................................10
1.7 Routeplan klant- en marktgericht ondernemen ...........................................................................12
1.7.1 Waarde kiezen .......................................................................................................................................12
1.7.2 waarde verschaffen .............................................................................................................................12
1.7.3 Waarde communiceren .....................................................................................................................13
1.7.4 Waarde implementeren.....................................................................................................................13
1.8 De verkoopmanagement stappen .......................................................................................................14
1.9 Voorbereidende stappen ........................................................................................................................15
1.9.1 creëren van een klant- en marktgericht org. ............................................................................15
1.10 Marketing en verkoop een geslaagd huwelijk? .............................................................................18
1.11 verschillende vormen van organisaties ...........................................................................................19
1.11.1 functionele marketing org ...........................................................................................................19
1.11.2 product management org. ...........................................................................................................20
1.11.3 product management en key account organisatie (matrix)) ........................................20
2 Hoofdstuk 2: verkoopmanagement ...............................................................................................................22
2.1 Wat is Sales management.......................................................................................................................22
2.2 definite van Sales management ...........................................................................................................23
2.3 Sales management: ontwikkelen van een verkooporganisatie ..............................................23
2.3.1 doelstellingen van het verkoopteam ............................................................................................24
2.3.2 verkoopstrategie ontwikkelen........................................................................................................24
2.3.3 verkoop organisatiestructuur uittekenen..................................................................................25
2.3.4 grootte van het verkoopteam bepalen ........................................................................................27
2.3.5 beloningsstructuur van het verkoopteam bepalen ................................................................28
2.4 Sales management: managen van het verkoopteam...................................................................30
2.4.1 evalueren van de verkopers ............................................................................................................31
2.5 CRM (=Customer relationship Management) ................................................................................33
3 Hoofdstuk 3: Salesmanagement Roadmap .................................................................................................34
3.1 micro niveau ................................................................................................................................................35
3.2 macro niveau ...............................................................................................................................................37
1
, 3.3 meso niveau .................................................................................................................................................39
3.4 De term: Disruptie: ...................................................................................................................................41
4 Hoofdstuk 4: Sales doelstellingen en strategie .........................................................................................42
4.1 Sales Planning: doelstellingen en strategieën ...............................................................................43
4.2 Ontwikkelingen in verkoop ...................................................................................................................43
4.2.1 er is meer concurrentie .....................................................................................................................43
4.2.2 marktverzadiging .................................................................................................................................43
4.2.3 globalisering ...........................................................................................................................................44
4.2.4 stijgend belang van product technische kennis.......................................................................44
4.2.5 innovatie ..................................................................................................................................................44
4.2.6 schaalvergroting ...................................................................................................................................44
4.2.7 organisatie missie ‘purpose’ ............................................................................................................44
4.2.8 core competence...................................................................................................................................44
4.3 De 4 verkoopbenaderingen:..................................................................................................................45
4.4 Uitbouw van cruciale eco-systemen ..................................................................................................47
4.5 de valkuilen van de relatiegerichte verkoop benaderingen: ...................................................47
4.6 De verkoop benaderingen......................................................................................................................48
4.7 klanten- en leveranciersgroepen ........................................................................................................49
4.8 indeling bij de leveranciergroepen ....................................................................................................50
4.9 De pareto-analyse (80-20 principe) ..................................................................................................51
4.10 klantenmanagement: Customer life style ........................................................................................53
4.11 klantenmanagement : verkoopplan per klanttype ......................................................................53
4.12 De verkoopmanager .................................................................................................................................54
4.13 verkoopdoelstellingen en strategieën ..............................................................................................55
4.14 Het maken van strategische doelstellingen ....................................................................................56
4.15 Efficiëntie vs effectiviteit:.......................................................................................................................57
4.16 Strategische keuzes ..................................................................................................................................58
4.17 What business are we in - Model van Abel .....................................................................................59
4.18 Groeistrategieën van Ansoff ..................................................................................................................60
4.19 BCG-matrix ...................................................................................................................................................61
4.20 Porter Model ................................................................................................................................................67
4.21 Differentiatiestrategiën...........................................................................................................................69
4.22 Strategische keuzes ..................................................................................................................................69
5 Hoofdstuk 5: Verkoopprognose–Sales Forecast ......................................................................................72
5.1 Wat is een verkoopprognose ................................................................................................................72
5.2 Waarom een verkoopprognose doen ................................................................................................72
5.3 Definitie van sales management .........................................................................................................73
2
, 5.4 verband tussen planning, prognose en budget .............................................................................74
5.5 Het prognose (=forecast) stappenplan.............................................................................................75
5.6 de verkoopprognose ................................................................................................................................76
5.7 Stappen in de verkoopprognose .........................................................................................................77
5.7.1 2 belangrijke Sales forecasting methods ....................................................................................77
5.7.2 Kwantitatieve Sales Forecasting - tijdreeksen .........................................................................79
5.8 Sales Forecast Methodieken om de prognose te doen ...............................................................81
5.9 gewogen voortschrijdend gemiddelden ..........................................................................................81
5.10 Sales funnel ..................................................................................................................................................83
5.11 Leads conversie ..........................................................................................................................................84
6 Hoofdstuk 6: verkoopmanagement informatie ........................................................................................86
6.1 de verkooptaken met hoge prioriteit ................................................................................................86
6.2 CIS of Commercieel informatie systeem ..........................................................................................87
6.3 de 6 onderdelen van het verkoopproces (chronologische volgorde) ..................................88
6.4 Customer Relationship Management (CRM)..................................................................................91
6.5 3 pijlers van klantenretentie.................................................................................................................92
6.6 CRM focus .....................................................................................................................................................93
6.7 Traditionele marketing vs CRM ...........................................................................................................94
6.8 Operationele & Analytische CRM ........................................................................................................94
6.9 Wat levert een CRM op:...........................................................................................................................95
6.10 X-selling Modelling ...................................................................................................................................96
6.11 campagne management: .........................................................................................................................97
7 Hoofdstuk 7: planning van het verkoopteam ......................................................................................... 101
7.1 Welke organisatie hebben we nodig? ............................................................................................ 101
7.2 enkele begrippen: ................................................................................................................................... 102
7.3 de omvang van de buitendienst berekenen................................................................................. 103
7.3.1 1ste methode: omzetpotentieel: formule van Franke ........................................................ 104
7.3.2 2de methode: extra-winstbijdrage methode ......................................................................... 105
7.3.3 3de methode: vast percentage voor verkoopkosten .......................................................... 106
7.4 LOONKOST-BRUTOLOON-NETTOLOON....................................................................................... 106
7.5 Indelen van het verkoopgebied (=rayonering) .......................................................................... 108
7.6 Reisroute Planning................................................................................................................................. 108
7.7 verkoopadministratie en rapportering ......................................................................................... 108
7.8 SFA: Sales Force Automation ............................................................................................................. 109
7.9 Controle/coaching ................................................................................................................................. 109
7.10 Het verkoopplan: .................................................................................................................................... 111
8 Hoofdstuk 8: Key account management (KAM) .................................................................................... 113
3
, 8.1 belangrijke elementen dat met KAM te maken hebben.......................................................... 113
8.2 Waarom KAM ........................................................................................................................................... 114
8.3 functies van KAM .................................................................................................................................... 114
8.4 De eerste stap: account analyse........................................................................................................ 115
8.5 Stap 2: Key account plan (KAP) ........................................................................................................ 116
8.6 Stap 3; Visie op de account ................................................................................................................. 118
8.7 relatiemodellen voor onderhouden van key accounts............................................................ 119
8.8 KAM categorisatie-> hoe gaan we dat nu doen .......................................................................... 120
8.9 Fases in KAM relaties ............................................................................................................................ 120
8.10 Customer life time value (CLTV) ...................................................................................................... 124
8.11 Gecombineerde evaluatie: ABC-klanten ....................................................................................... 125
8.12 Gewogen waardebepaling................................................................................................................... 126
8.13 Accountplan opstellen .......................................................................................................................... 128
8.14 Accountmanagement -< meer dan verkopen.............................................................................. 130
8.15 Klanten Rentabiliteit ............................................................................................................................. 130
8.16 Elke stap nog eens kort bekijken ..................................................................................................... 134
8.17 DMU: strategisch belang en aandeel: ............................................................................................. 136
8.18 Gebruik van informatiebronnen ...................................................................................................... 143
8.19 Leveren van toegevoegde waarden ................................................................................................ 144
8.20 account bewaking................................................................................................................................... 147
9 Hoofdstuk 9: leiding geven aan een verkoopteam ............................................................................... 149
9.1 componenten van goed leiderschap -> de 3C’s .......................................................................... 151
9.2 Wat is management: .............................................................................................................................. 151
9.3 situationeel leidinggeven .................................................................................................................... 152
9.4 XY - theorie van McGregor .................................................................................................................. 154
9.5 Waarom is motiveren moeilijk? ....................................................................................................... 155
9.6 hoe ga je verkopers nu motiveren ................................................................................................... 156
9.7 fases van teamvorming ........................................................................................................................ 157
10 Hoofdstuk 10: NPS of net promoter score......................................................................................... 159
10.1 Hoe werkt de NPS score?..................................................................................................................... 160
11 Belangrijke aandachtspunten voor het examen + info over het examen ............................. 161
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