By Bob Etherington
Research the secrets and techniques of the five% who get eighty five% of the on hand enterprise 'Cold calling' - making touch with strangers - is the most important worry confronting businesspeople, particularly those that paintings in revenues and advertising. 'Put me in entrance of a consumer and that i can convince them to shop for anything...just don't inquire from me to chilly call!' but chilly calling is unavoidable and anything which needs to be performed (and not only in revenues and advertising and marketing) while you're to promote and make humans conscious of your corporation. This ebook, in keeping with a truly successive path given to hundreds of thousands of individuals, exhibits the artwork and technological know-how of creating first touch with whole strangers.The key's within the education and technique, instead of having the present of the gab, that may permit even yellow-bellied chickens to make that decision with self assurance.
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Fürȱ PureȬOnlineȬ Händlerȱ istȱ esȱ durchausȱ sinnvoll,ȱ dassȱ derȱ InternetȬKanalȱ (zunächst)ȱ zumȱ „LeadȬ Channel“ȱwirdȱundȱdieȱMarkenhoheitȱüberȱalleȱKanäleȱhinwegȱbesitzt,ȱdieȱsichȱdannȱ Abbildungȱ1Ȭ7:ȱ ChannelȬHoppingȬMöglichkeitȱ Quelle: In Anlehnung an Ahlert/Hesse/Jullens/Smend 2003, S. 12 ff. ȱ GeldȬȱ undȱ 18 G. ȱ Abbildungȱ2Ȭ1:ȱ KontaktprinzipienȱimȱMultiȬChannelȬHandelȱ Quelle: Wegener 2004, S. ȱȱȱȱȱ ȱ Abbildungȱ2Ȭ2:ȱ MerkmaleȱdesȱMultiȬChannelȬHandelsȱ Quelle: Bohlmann 2007, S. ȱBeiȬ spiel:ȱEdeka,ȱRewe,ȱKaisers/ȱTengelmann.
Abbildungȱ2Ȭ7:ȱ ParadigmenwechselȱimȱMarketingȱ Quelle: Schneider 2001, S. ȱAlsȱHauptproblemȱentpuppenȱsichȱjedochȱdieȱSynchronisationȱderȱPositiȬ onierungȱundȱdesȱPreisthemasȱsowieȱeineȱneueȱAufteilungȱvonȱSortimentsȬȱundȱ Abbildungȱ2Ȭ8:ȱ KernkompetenzenȱjeȱKanalȱausȱVersendersichtȱ Quelle: Nach Bähre 2007, S.
Abbildungȱ2Ȭ2:ȱ MerkmaleȱdesȱMultiȬChannelȬHandelsȱ Quelle: Bohlmann 2007, S. ȱBeiȬ spiel:ȱEdeka,ȱRewe,ȱKaisers/ȱTengelmann. ȱ Abbildungȱ2Ȭ3:ȱ VorteilhaftigkeitȱdesȱAbsatzkanalsȱInternetȱ Quelle: Nach Passenheim 2003, S. 99 Nachteile Vorteile Handelssicht Kundensicht • globale Präsenz/Zugang zu neuen Märkten • höhere Flexibilität • direkte Bestellannahme • Zeit und Kostenvorteile • Gewinnung von Kundendaten • One-to-One-Marketing • Cross/Up-Selling-Potenziale • zusätzliche Kunden-/Umsatzpotenziale • keine eigene Infrastruktur erforderlich • hoher technischer Aufwand • kein schneller ROI (ohne Outsourcing) • Wettbewerb auch mit bisher • Anywhere- und Anytime-Verfügbarkeit • Unabhängigkeit von Öffnungszeiten • größere Auswahl und Vergleichbarkeit • fehlender physischer Kontakt mit den an Produkten und Angeboten • Markttransparenz • individuelle Angebote • Offenheit • bessere und mehr Informationen branchenfremden Anbietern • „free rider“-Mentalität • neues Geschäftssystem • Know-how-Bedarf Produkten • fehlender sozialer Aspekt beim Einkauf • mögliche Schwierigkeiten bei der Reklamation • Sicherheit bei der Zahlungsabwicklung • ggf.
