{"id":671,"date":"2015-05-29T00:00:00","date_gmt":"2015-05-28T22:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2015\/05\/29\/komu-dejansko-prodaja-b2b-podjetje\/"},"modified":"2023-04-28T09:07:54","modified_gmt":"2023-04-28T07:07:54","slug":"komu-dejansko-prodaja-b2b-podjetje","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/komu-dejansko-prodaja-b2b-podjetje\/","title":{"rendered":"Komu dejansko prodaja B2B podjetje?"},"content":{"rendered":"

V torek in sredo se je zgodila\u00a0Slovenska marketin\u0161ka konferenca<\/a>. Prvi\u010d v njeni zgodovini (ki je ni tako malo, saj je praznovala 20 let), je svoje posebno mesto v programu dobila tudi\u00a0B2B tematika<\/strong>. Prodaja drugim podjetjem, za razliko od neposrednega naslavljanja kon\u010dnih uporabnikov, je bila identificirana kot dovolj specifi\u010dna, da je imela svoj sklop. Precej obiskan sklop, kar me je razveselilo.
\nUvodoma smo lahko sli\u0161ali, da imajo slovenska\u00a0B2B podjetja \u0161e veliko za dose\u010di pri digitalu<\/strong>. Dinozavrske primerjave so bile malce stra\u0161ljive (kljub dejstvu, da so bili veliki plazilci moje najljub\u0161e \u017eivali v otro\u0161tvu), po drugi strani pa \u2026 hej, izgleda, da je \u0161e veliko prostora za posel.<\/p>\n

Zmaga tisti, ki pozna svojega kupca<\/h2>\n

Izpostavljeno je bilo tudi pomanjkanje poznavanja kupcev in ne vem \u010disto to\u010dno, ali ker vpra\u0161anih podjetij ne zanima (to bi blo resni\u010dno stra\u0161ljivo) ali ker ne znajo. Z odgovori na oba pomisleka pa je navdu\u0161il Matija Ger\u017eina iz podjetja Atech. Govoril je o le enem produktu in njegovi marketin\u0161ki strategiji. Gre za del\u010dek elektronike, ki se vgradi v pametne pe\u010di. To je popolnoma zadosten nivo tehni\u010dnih podrobnosti, ki jih ta zapis potrebuje. Atech torej prodaja komponento proizvajalcu pe\u010di, ta pa naprej celo pe\u010d kon\u010dnemu uporabniku.\u00a0A Atech pri svoji marketin\u0161ki strategiji ne misli le na prizvajalce pe\u010di. Vedeti \u017eeli (in tudi ve), kako se te pe\u010di uporabljajo<\/strong>. Vedo naprimer, da so pe\u010di na severu Evrope percipirane popolnoma druga\u010de kot na jugu. Na severu so luksuz, na jugu ogrevalno telo. In temu je prilagojena vsa komunikacija, ki pomaga partnerju \u2013 proizvajalcu. Prodajajo uspe\u0161nemu poslovne\u017eu, ki se \u017eeli pred lepo oblikovanim kosom pohi\u0161tva greti s svojo drago ali dru\u017einskemu o\u010detu, ki svoji ekipi zagotavlja prijeten dom. Predvidevam, da pe\u010di kupujejo bolj mo\u0161ki.<\/p>\n

Za dobro uporabni\u0161ko izku\u0161njo so ljudje pripravljeni pla\u010dati<\/h2>\n

Uporabni\u0161ka izku\u0161nja<\/a>\u00a0je izraz, ki se ga v digitalnem svetu veliko poslu\u017eujemo. A izku\u0161njo imamo ob uporabi \u010desarkoli. Dobro ali slabo, prijetno ali neprijetno, vrhunsko ali tak\u0161no, da ni niti vredna omembe. V svetu nizkih cen, tesne konkurence in ni\u017eanja stro\u0161kov\u00a0uporabni\u0161ka izku\u0161nja z na\u0161im izdelkom predstavlja konkuren\u010dno prednost.<\/strong><\/p>\n

Prav tega dejstva se zaveda Atech in ekipa od razvoja do marketinga in prodaje skrbi, da sta nad pe\u010djo navdu\u0161eni tako poslovne\u017e kot dru\u017einski o\u010de. Ter vsi, ki jima delajo dru\u017ebo. Za njihov produkt je torej doma\u010da uporaba kon\u010dne stranke izjemno pomembna. Naenkrat nismo tako dale\u010d od B2C modela.<\/p>\n

Mi pa nimamo izdelkov<\/h2>\n

B2B podjetja, ki prodajajo poslovne re\u0161itve drugim firmam, lahko na tej to\u010dki protestirajo.\u00a0\u201cMi nimamo \u010dustvenega kon\u010dnega kupca, Mi prodajamo resne IT re\u0161itve drugim podjetjem!\u201d<\/em>.<\/p>\n

Ravno ta miselnost izra\u017ea neskladje, ki je pri komuniciranju B2B podjetij velikokrat opazno. Najbolj bole\u010de v prodajnih rezultatih.<\/p>\n

Matija je v predstavitvi poudaril, da poznajo \u00a0vse dele\u017enike pri proizvajalcu pe\u010di, ki mu prodajajo. V praksi to pomeni, da se ne ne pogovarjajo na ravni podjetje A \u2013 podjetje B, temve\u010d vodja IT A z vodjo IT B, programer A s programerjem B. In\u00a0ponovno smo pri ljudeh. Kaj posamezniki potrebujejo, da u\u010dinkovito opravljajo svoje delo?<\/strong><\/p>\n

Neskladnost med tem,\u00a0kaj B2B podjetje komunicira in kaj njihovi kupci pri\u010dakujejo in potrebujejo,<\/strong>\u00a0je pokazala tudi\u00a0McKinsey raziskava<\/a>. B2B podjetja najve\u010dji poudarek dajejo predstavljanju dru\u017ebene odgovornosti, trajnosti in \u0161irini poslovanja. Izka\u017ee se, da njihovih kupcev te teme ne zanimajo kaj preve\u010d (kar seveda ne pomeni, da se z njimi ni vredno ukvarjati). Klju\u010dne tematike, ki odlo\u010dajo pri izboru ponudnika, so\u00a0odprt in iskren dialog s strankami ter odgovorno ravnanje skozi celotno oskrbno verigo<\/strong>. Tretja je\u00a0visok nivo specialisti\u010dnega znanja<\/strong>. Ta ponovno pride najbolj do izraza v pogovorih s specialistom na drugi strani.<\/p>\n

Razumevanje vlog v podjetju kupca je \u0161e ena razlikovalna prednost na trgu.<\/strong>\u00a0Vredno je torej vlo\u017eiti resurse v\u00a0pripravo person<\/a>. In vredno je razumeti, da v na\u0161em primeru obstajajo dve vrsti \u2013\u00a0nakupna<\/strong>\u00a0(tisti, ki ima v rokah denarnico) in\u00a0uporabni\u0161ka<\/strong>\u00a0(tisti, ki se bo z va\u0161im produktom\/storitvijo ukvarjala). Za obe je potrebno definirati, kaj potrebujeta.<\/p>\n

 <\/p>\n

Na koncu va\u0161 izdelek vedno uporabljajo ljudje<\/h2>\n

B2B marketing ima druga\u010dno nalogo od B2C kolegov, tu se strinjamo. A\u00a0raziskujemo, sestankujemo, se pogajamo in ne nazadnje uporabljamo izdelke in storitve ljudje.<\/strong>\u00a0To smo smo imeli prilo\u017enost sli\u0161ati od vseh gostov\u00a0B2B sekcije najve\u010djega marketin\u0161kega dogodka.<\/p>\n

Naj\u00a0zaklju\u010dim \u0161e z enim primerom in uporabno informacijo obenem.<\/p>\n

SAP je recimo klasi\u010dni predstavnik\u00a0B2B podjetja \u2013 velik in IT-jevski. Predvidevali bi tudi, da ves resen in korporativen, pa ni temu tako. Prav dobro vedo, da nakupna pot njihovega sistema traja kar nekaj \u010dasa in da morajo zagotoviti\u00a0kredibilnost in zaupanje<\/a>\u00a0pri konkretnih in resni\u010dnih ljudeh.<\/p>\n

Prav v\u010deraj je iz\u0161el te\u017eko pri\u010dakovani\u00a0seznam najuspe\u0161nej\u0161ega 101 podjetja<\/a><\/strong>, ki ga vsako leto izdajo Finance. In spodaj lahko vidite relativno majhen powered by SAP HANA. Kar v praksi pomeni, da prvi\u010d seznam ni v okornem .pdf formatu, temve\u010d lahko podatke premetavate leto in desno, sortirate, pogledate firme po regijah\u2026 pa \u0161e kak\u0161na funkcionalnost bi se na\u0161la.<\/p>\n

Tako, uporabljate produkt ogromne B2B firme, ki je dostikrat videna kot prevelika za na\u0161e potrebe. Prijetno uporabni\u0161ko izku\u0161njo \u017eelim. Pa ni za kaj.<\/p>\n

\"Analiza<\/p>\n","protected":false},"excerpt":{"rendered":"

V torek in sredo se je zgodila\u00a0Slovenska marketin\u0161ka konferenca. Prvi\u010d v njeni zgodovini (ki je ni tako malo, saj je praznovala 20 let), je svoje posebno mesto v programu dobila tudi\u00a0B2B tematika. Prodaja drugim podjetjem, za razliko od neposrednega naslavljanja kon\u010dnih uporabnikov, je bila identificirana kot dovolj specifi\u010dna, da je imela svoj sklop. Precej obiskan […]<\/p>\n","protected":false},"author":9,"featured_media":1068,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6,31],"tags":[],"class_list":["post-671","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-b2b","category-marketinsko-svetovanje","entry"],"acf":{"drugi_del_vsebine":""},"yoast_head":"\nKomu dejansko prodaja B2B podjetje?<\/title>\n<meta name=\"description\" content=\"B2B marketing ima druga\u010dno nalogo od B2C segmenta. 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