{"id":681,"date":"2015-06-16T00:00:00","date_gmt":"2015-06-15T22:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2015\/06\/16\/prodajni-lijak-se-nikoli-ni-bil-tako-aktualen\/"},"modified":"2023-04-28T09:07:57","modified_gmt":"2023-04-28T07:07:57","slug":"prodajni-lijak-se-nikoli-ni-bil-tako-aktualen","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/prodajni-lijak-se-nikoli-ni-bil-tako-aktualen\/","title":{"rendered":"Prodajni lijak \u0161e nikoli ni bil tako aktualen"},"content":{"rendered":"<p>O marketingu in prodaji se vse preve\u010dkrat pogovarjamo posami\u010dno. Marketinga\u0161i se dru\u017eimo na DMS sre\u010danjih in si razumevajo\u010de kimamo, kako raznoliko in naporno je na\u0161e delo. Nakupne poti so postale nadvse kompleksne in kanalov, ki jih je potrebno obvladovati, je vedno ve\u010d. Prodaja in vodstvo pa nimata preve\u010d razumevanja za nove dimenzije marketinga in resurse, ki jih zahteva za svojo u\u010dinkovitost.<br \/>\nNa drugi strani (morda celo v isti stavbi), se prodajniki sre\u010dujejo na dogodkih Akademije Finance in tam razpravljajo, kako pridobiti nove stranke in izbolj\u0161ati prodajne rezultate. Kako torej pove\u010dati izplen prodajnega lijaka.<\/p>\n<p>V dobi digitalnega kupca (pa naj bo ta B2B ali B2C) \u017ee dolgo govorimo o nelinearnih modelih nakupne poti. Prodajni lijak preprosto naj ne bi ve\u010d zadostoval za razumevanje potro\u0161nika.\u00a0<a title=\"McKinsey CDJ\" href=\"http:\/\/www.mckinsey.com\/insights\/marketing_sales\/the_consumer_decision_journey\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Customer decision journey<\/em><\/a>,\u00a0<em><a title=\"HBR - model nakupne orbite\" href=\"https:\/\/hbr.org\/2012\/03\/how-top-brands-pull-customers\/\" target=\"_blank\" rel=\"noopener noreferrer\">orbit<\/a><\/em>,\u00a0<em>engagement<\/em>\u00a0in\u00a0<em>empowerment<\/em>\u00a0so le nekatere med shemami in koncepti, ki posku\u0161ajo razlo\u017eiti obna\u0161anje dana\u0161njega kupca. Prina\u0161ajo pomembne informacije o stranki, ki jih seveda ne smemo zanemariti.\u00a0<strong>Obenem pa menim, da tako marketingarje kot prodajnike in direktorje paralizirajo pri nadaljnih odlo\u010ditvah in delu<\/strong>. \u017de prej je bila prodaja zahtevna, zdaj pa sploh ne vemo, kako te nove modele, kroge, zanke in spirale umesititi v na\u0161e procese. V redu, splet je spremenil nakupovanje, kaj pa zdaj?<\/p>\n<p><strong>Shema prodajnega lijaka je tudi danes nadvse koristna, morda celo bolj kot kadarkoli prej. Predstavlja lahko skupni imenovalec med oddelkoma in mo\u010dno poslovno hrbtenico celotnega podjetja. Le malce prenove potrebuje.<\/strong><\/p>\n<h2>Odlo\u010danje potencialne stranke ne poteka linearno<\/h2>\n<p>Nakupna pot \u017ee dolgo ne izgleda ve\u010d kot ravna \u010drta, po kateri potencialna stranka potuje\u00a0od opredelitve\u00a0svojega izziva do nakupa re\u0161itve zanj. Po zaslugi McKinsey-ja govorimo o\u00a0<em>customer decision journey-u<\/em>\u00a0in ga znamo tudi narisati.<\/p>\n<p>Potencialna stranka tako sedaj v iskalnik vpi\u0161e izziv, si prebere nekaj vsebin, malce odlo\u017ei to nalogo, \u010de tri dni med vo\u017enjo v slu\u017ebo prebere mail, ki ji ga po\u0161lje ponudnik, v\u0161e\u010dka njegovo facebook stran in \u0161e tri druge, ki se ukvarjajo s podobno temo, zve\u010der klikne na eno objavo in ugotovi, da bi jo v bistvu bolj zanimal drug izdelek, gre poiskat, kje ga lahko dobi ceneje, \u2026. in to je le del\u010dek nakupne poti. S spletom se je \u0161tevilo mogo\u010dih interakcij nedvomno pove\u010dalo.<\/p>\n<p><strong>A \u010de malce pomislimo \u2013 je bila nakupna pot pred spletom sploh\u00a0linearna?<\/strong>\u00a0Prodajni lijak je prav tako na isto sliko postavil poenostavljeno nakupno pot, le z malce manj sti\u010dnimi to\u010dkami.<br \/>\n<a href=\"https:\/\/madwise.si\/marketinske-storitve\/analiza-spletnih-strani\/\"><img decoding=\"async\" class=\"aligncenter wp-image-1629 size-full\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2018\/10\/slo.jpg\" alt=\"Analiza spletnega nastopa\" width=\"1500\" height=\"500\" \/><\/a><\/p>\n<h2>Kako nam prodajni lijak koristi?<\/h2>\n<p><strong>Prodajni lijak je bil vedno shema, poenostavitev prodajnega oziroma nakupnega procesa<\/strong>\u00a0(\u010de razumemo na\u0161o stranko, bi ti dve zadevi morali biti kar enaki). In priznajmo si, danes resni\u010dno potrebujemo enostavne procese.<\/p>\n<p>Kompleksni modeli nam te\u017eko pridejo prav pri na\u010drtovanju obsega poslovanja za naslednje 3 mesece, kaj \u0161ele 3 leta. Po mojem mnenju je to razlog, da se \u0161e niso prijeli \u0161ir\u0161e od marketin\u0161kih krogov.<\/p>\n<p><strong>Naloga marketinga je, da v prvi vrsti razume kupca. A njegova naloga je tudi, da razume svoje poslovanje in zna kupca umestiti vanj<\/strong>. In tu se izka\u017ee enostavnost lijaka. Star je \u017ee 117 let in AIDA (<em>Awareness \u2013 Interest \u2013 Desire \u2013 Action<\/em>) zamisel, po kateri je bil zastavljen, velja tudi danes. Prodaja in uprava ga\u00a0razumeta. In razumeta, da ni idealen in ne prikazuje nakupne poti vsake stranke posebej. Je pa dovolj dobra shema za strate\u0161ke odlo\u010ditve in na\u010drtovanje.<\/p>\n<p><a href=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2015\/06\/funnel2.jpg\"><img decoding=\"async\" class=\"alignright wp-image-2960 size-medium\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2015\/06\/funnel2-206x300.jpg\" alt=\"funnel2\" width=\"206\" height=\"300\" \/><\/a>Prodajni lijak kot shema prodajnega\/nakupnega procesa lahko pomaga:<\/p>\n<ul>\n<li>pokazati, kako marketing doprinese k prodaji in poslovanju podjetja,<\/li>\n<li>hitro ugotoviti morebitne pomanjkljivosti v procesu konverzije,<\/li>\n<li>postaviti relevantne metrike in analitiko in<\/li>\n<li>postaviti osnovo za bolj kompleksno na\u010drtovanje nakupne poti.<\/li>\n<\/ul>\n<p>\u010ce mu dovolimo, lahko torej\u00a0<strong>prodajni lijak predstavlja tisto \u2018centralno zbirali\u0161\u010de\u2019, kjer marketing in prodaja pregledujeta uspehe svojega dela in ga optimizirata za prihajajo\u010de aktivnosti<\/strong>.<\/p>\n<h2>Pa je prodajni lijak sploh \u0161e \u2013 prodajni?<\/h2>\n<p>Leto\u0161nje leto je razburkalo<a title=\"Forrester - sprememba vloge prodaje\" href=\"https:\/\/www.forrester.com\/One+Million+B2B+Sales+Jobs+Eliminated+By+2020\/-\/E-PRE7784\" target=\"_blank\" rel=\"noopener noreferrer\">\u00a0Forresterjevo poro\u010dilo<\/a>, da bo do leta 2020 zaradi spleta slu\u017ebo izgubil en milijon B2B prodajnikov v ZDA. \u0160tevilo vseh ocenjujejo na 4,5 milijonov, tako da govorimo o dobri petini. Ker se nakupne poti dogajajo vedno bolj na spletu, jih pa\u010d ne bodo potrebovali.<\/p>\n<p>Realnost ni tako pretresljiva.\u00a0<strong>Se pa z bolj informiranim potro\u0161nikom nedvomno spreminja vloga prodaje na nakupni poti<\/strong>\u00a0\u2013 in v na\u0161em prodajnem lijaku. \u010ce je bil \u0161e v\u010deraj marketing v podjetju\u00a0le za polnjenje lijaka z novimi prilo\u017enostmi, je danes slika precej druga\u010dna. Potencialna stranka 70% nakupne poti opravi na spletu, preden sploh kontaktira podjetje. Z drugimi besedami \u2013 za najmanj tri \u010detrtine lijaka je odgovoren marketing. Prodaja nikakor ni manj pomembna, kot je bila, je pa njena vloga druga\u010dna. V\u00a0<strong>igro vstopi kasneje<\/strong>\u00a0v prodajnem lijaku \u2013 pri zaklju\u010devanju poslov in skrbi za zadovoljstvo obstoje\u010dih strank.<\/p>\n<h2>Kako vzpostaviti nov prodajni lijak?<\/h2>\n<p>Kupec je s svojo informiranostjo in samostojnostjo dal ve\u010d pooblastil marketingu. In njegova odgovornost je, da ta pooblastila sprejme.<\/p>\n<p>Naslednji korak je torej\u00a0<strong>konstruktiven sestanek marketinga in prodaje, kjer na novo postavita \u201cmejo\u201d, kje se kon\u010da eden in za\u010dne drugi<\/strong>. Obenem se morata med seboj dogovoriti, kak\u0161na so pri\u010dakovanja. Kateri\u00a0kontakt \u0161teje kot marketin\u0161ko kvalificiran lead? Kateri je pokazal dovolj interesa, da je zrel za ve\u0161\u010dine (in dragocen \u010das) prodajalca? Ti dogovori se ponavadi materializirajo v obliki Service Level Agreementa (SLA), podobne \u2018pogodbe\u2019, kot jo ima podjetje s svojimi zunanjimi partnerji. U\u010dinkovito poslovanje in merjenje rezultatov pa\u010d ne more temeljiti na ob\u010dutkih.<\/p>\n<p>Z vidika u\u010dinkovitosti pa je pomembno tudi, da oba oddelka, \u010de sta \u017ee razdeljena, razumeta delo drugega. Ali z drugimi besedami \u2013\u00a0<strong>da vsi za mizo razumejo celoten prodajni lijak, ne le svojega vrti\u010dka \u2013 in s tem celotno nakupno pot na\u0161e stranke<\/strong>. Hitro lahko zapademo v miselnost, da\u00a0<em>\u201cres nimamo \u010dasa za te novodobne zadeve, saj imamo vendar resno delo\u201d<\/em>. A \u010de stranki ne bomo zagotovili konsistentne nakupne poti, bomo kmalu imeli \u0161e preve\u010d \u010dasa na razpolago.<\/p>\n<h2>Marketing in prodaja lahko kon\u010dno govorita isti jezik<\/h2>\n<p>Prodajni lijak kot prikaz napredovanja potencialne stranke po nakupni\/prodajni poti nikakor ni zastarel. S prilagoditvijo nove nakupne navade ga lahko spremenimo v\u00a0<strong>orodje, ki bo pomagalo premagati nesporazume med marketingom in prodajo<\/strong>. In prav isti splet, ki nam je \u2018zakompliciral \u017eivljenje\u2019 z novimi nakupnimi potmi, ponuja re\u0161itev za \u0161e bolj\u0161e odnose med oddelkoma.\u00a0<strong>Digitalna orodja nam sedaj omogo\u010dajo, da marketin\u0161ke aktivnosti merimo s konkretnimi prodajnimi rezultati.<\/strong>\u00a0Marketing in prodaja se sedaj kon\u010dno lahko pogovarjata v istem jeziku in uspeh podjetja gradita skupaj.<\/p>\n<p><a href=\"https:\/\/madwise.si\/marketinske-storitve\/analiza-spletnih-strani\/\"><img decoding=\"async\" class=\"aligncenter wp-image-1629 size-full\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2018\/10\/slo.jpg\" alt=\"Analiza spletnega nastopa\" width=\"1500\" height=\"500\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>O marketingu in prodaji se vse preve\u010dkrat pogovarjamo posami\u010dno. Marketinga\u0161i se dru\u017eimo na DMS sre\u010danjih in si razumevajo\u010de kimamo, kako raznoliko in naporno je na\u0161e delo. Nakupne poti so postale nadvse kompleksne in kanalov, ki jih je potrebno obvladovati, je vedno ve\u010d. Prodaja in vodstvo pa nimata preve\u010d razumevanja za nove dimenzije marketinga in resurse, [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":1073,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-681","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketinska-avtomatizacija","entry"],"acf":{"drugi_del_vsebine":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Prodajni lijak \u0161e nikoli ni bil tako aktualen<\/title>\n<meta name=\"description\" content=\"Prodajni lijak predstavlja to\u010dko, kjer marketing in prodaja pregledata uspehe svojega dela in planirata prihajajo\u010de aktivnosti. 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