advies of sales?
DESCRIPTION
Workshop voor sales managers die zich in een media-bedrijf (willen) ontwikkelen tot allround media-adviseur.TRANSCRIPT
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Adviseren!voor sales managers in een mediabedrijf Martijn Kagenaar Echt, 13 mei 2011
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Sales manager media adviseur
1. Multimedialiteit 2. Verwachtingen managen 3. Focus in turbulente omgeving
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Spontane associaties • Adviseur
– …
– … – … – …
– …
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Adviseur of verkoper?
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Adviseur of verkoper? • Waarde toevoegen = ‘vanzelf’ verkopen
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De adviseurslat ligt hoger • Kennis, autoriteit • Verrassing, creativiteit, oplossing • Luisteren, meedenken, flexibiliteit
• Lange- en korte termijn-relatie • Samenwerking
• Onafhankelijkheid (?!)
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1. Multimedialiteit
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Positioneren en profileren anno 1350
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Positioneren en profileren anno 1650
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Positioneren en profileren anno 1850
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Positioneren en profileren anno 1950
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Positioneren en profileren anno 2000
Internet*
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Internet*
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Trends Anti-trends • Hyperspecialisatie Integratie • Beleving Virtualisering • Globalisering Citymarketing • Maatwerk Standaardisatie • Meer-door-minder Consuminderen • Vooruitgang Conservatisme • … etc etc etc … • … etc etc etc … • … en intussen op Paleis Noordeinde…
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2. Verwachtingen managen
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Media-adviseur, wat moet ik doen?
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Hoe creëer ik ‘onderscheid’? • Reclame: pijnstiller
– Korte termijn, direct effect
– Competitief
• Design: multi-vitamine – Lange termijn, indirect effect
– Constructief
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Waarneming Gedachten Beslissingen Gedrag
Pas op, het onbewuste regeert
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Nu
Straks eten
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30% van ons brein is bezig met visuele informatie
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Maak daar gebruik van! • Doelgroep heeft weinig signalen nodig • Adviseer consistent gebruik van
– Kleur
– Typografie – Fotografie – Illustraties
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Interpolis. Glashelder.
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Blijft het eeuwige dilemma
Hoeveel eenheid? Hoeveel variatie?
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Pierre Bokma
“Acteren is elke keer weer ontkomen aan de herhaling. Iedere voorstelling is weer de eerste keer.”
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3. Focus in turbulente omgeving
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Een idee ≠ stapel mededelingen
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“Eerst richten, dan schieten”
advies
situatie
statement
spiegel
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Reikwijdte verruimen
advies
sturing
structuur
schets
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Wie is de klant? • Visie, missie • Kernwaarden • Activiteiten
• Concurrentie
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Wat wil hij of zij bereiken? • Bekendheid • Onderscheid • Verkoop
• Reputatie
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Bij wie? • (Potentiële) klanten • (Potentiële) medewerkers • Investeerders
• Opinieleiders
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En waarmee? • Nieuw product • Aanbieding • Actie/prijsvraag
• Multi-media
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Adviezen = kiezen • Eerst richten, dan schieten
– Lange termijn doelen (waarheen)
– Acties en middelen (waarmee)
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Toch één adviesmodelletje
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G
R
O
W
I N G
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Goals
Reality
Options
Will
Implementation
Nourishing
Get out!
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Hartelijk dank voor je aandacht.