\u00c7\u00f6z\u00fcm Sat\u0131\u015f\u0131 metodolojisi, B2B sat\u0131\u015f yakla\u015f\u0131m\u0131n\u0131 d\u00f6n\u00fc\u015ft\u00fcrmektedir – yakla\u015f\u0131m\u0131n \u00f6zelli\u011fi, m\u00fc\u015fterilerin sat\u0131n alma i\u015flemlerine stratejik olarak yakla\u015ft\u0131klar\u0131n\u0131 ve kararlar\u0131n\u0131n uzun vadeli sonu\u00e7lar\u0131n\u0131 dikkatle de\u011ferlendirdiklerini kabul etmesidir. Sat\u0131\u015f g\u00f6revlileri, m\u00fc\u015fterilerin gizli ihtiya\u00e7lar\u0131n\u0131 belirlemelerine, potansiyel faydalar\u0131 de\u011ferlendirmelerine ve kapsaml\u0131 \u00e7\u00f6z\u00fcmler geli\u015ftirmelerine yard\u0131mc\u0131 olan dan\u0131\u015fmanlar olarak hareket eder.<\/p>\n
\u00c7\u00f6z\u00fcm Sat\u0131\u015f\u0131n\u0131n temel ilkelerini, metodolojinin bir \u015firkette ba\u015far\u0131l\u0131 bir \u015fekilde uygulanmas\u0131 i\u00e7in gerekli a\u015famalar\u0131 ve ara\u00e7lar\u0131 ele alal\u0131m.<\/p>\n
[cta_banner link=”https:\/\/itsm.com\/tr\/b2b-crm\/?utm_source=blog_solution_selling” title=”DAHA detayl\u0131”]B2B i\u00e7in CRM sistemi<\/a> [\/cta_banner]\n \u00c7\u00f6z\u00fcm Sat\u0131\u015f\u0131 (veya “\u00e7\u00f6z\u00fcm sat\u0131\u015f\u0131”), belirli m\u00fc\u015fteri sorunlar\u0131n\u0131 veya ac\u0131lar\u0131n\u0131 tan\u0131mlamaya, g\u00fc\u00e7lendirmeye ve \u00e7\u00f6zmeye odaklanan bir sat\u0131\u015f metodolojisidir. Bu yakla\u015f\u0131m\u0131n temel \u00f6zelli\u011fi, sat\u0131\u015f eleman\u0131n\u0131n \u00f6nce m\u00fc\u015fterinin sorunlar\u0131n\u0131 tan\u0131mas\u0131na ve a\u00e7\u0131k\u00e7a ifade etmesine yard\u0131mc\u0131 olmas\u0131 ve ancak bundan sonra bir \u00e7\u00f6z\u00fcm sunmas\u0131d\u0131r.<\/p>\n Bu y\u00f6ntem \u00f6zellikle B2B segmentinde, sadece \u00fcr\u00fcn \u00f6zelliklerini listelemenin \u00e7o\u011fu zaman istenen sonu\u00e7lar\u0131 vermedi\u011fi BT \u00e7\u00f6z\u00fcmleri gibi karma\u015f\u0131k \u00fcr\u00fcnlerin sat\u0131\u015f\u0131nda etkilidir.<\/p>\n \u00c7\u00f6z\u00fcm Sat\u0131\u015f\u0131nda, sat\u0131\u015f eleman\u0131 bir dan\u0131\u015fman veya “te\u015fhis uzman\u0131” olarak hareket eder. G\u00f6revi sadece m\u00fc\u015fterinin bariz sorunlar\u0131n\u0131 tespit etmek de\u011fil, ayn\u0131 zamanda m\u00fc\u015fterinin fark\u0131nda bile olmad\u0131\u011f\u0131 gizli ac\u0131lar\u0131 ortaya \u00e7\u0131karmaya yard\u0131mc\u0131 olmakt\u0131r. Sat\u0131\u015f eleman\u0131 daha sonra bu \u00f6zel sorunlar\u0131 ve ihtiya\u00e7lar\u0131 do\u011frudan ele alan ki\u015fiselle\u015ftirilmi\u015f bir \u00e7\u00f6z\u00fcm geli\u015ftirir ve sunar.<\/p>\n “\u00c7\u00f6z\u00fcm sat\u0131\u015f\u0131 metodolojisi, bir de\u011fer teklifi olu\u015fturmak i\u00e7in \u015firketin farkl\u0131 departmanlar\u0131ndan sat\u0131\u015f ekibi – sat\u0131\u015f eleman\u0131 ile m\u00fc\u015fterinin payda\u015flar\u0131 (LPR’ler) aras\u0131nda bir etkile\u015fim sistemi sunar.<\/p>\n De\u011fer \u00f6nerisi, Yeni \u00c7\u00f6z\u00fcm Sat\u0131\u015f\u0131’n\u0131n PPVVC anahtar kavramlar\u0131 sistemine dayanmaktad\u0131r: sorun (ac\u0131), karar verme g\u00fcc\u00fc (g\u00fc\u00e7), m\u00fc\u015fterinin beklenen sonu\u00e7lara ili\u015fkin vizyonu (vizyon), de\u011fer \u00f6nerisi (de\u011fer), sat\u0131c\u0131n\u0131n kontrol\u00fc (kontrol).<\/p>\n – Tatiana Kornilova<\/strong>, B2B Karma\u015f\u0131k Sat\u0131\u015f Uzman\u0131, Pragmatik Sat\u0131\u015f<\/a><\/p>\n<\/div>\n<\/blockquote>\n M\u00fc\u015fteri sorunlar\u0131n\u0131 \u00e7\u00f6zmeye odaklan\u0131n:<\/strong><\/p>\n M\u00fc\u015fterinin i\u015fini derinlemesine anlamak:<\/strong><\/p>\n Dan\u0131\u015fmac\u0131 bir yakla\u015f\u0131mla de\u011fer yaratmak:<\/strong><\/p>\n Sat\u0131\u015f personeli i\u00e7in s\u00fcrekli e\u011fitim ve beceri geli\u015ftirme:<\/strong><\/p>\n Mevcut m\u00fc\u015fterilerle \u00e7al\u0131\u015fma:<\/strong><\/p>\n \u00c7\u00f6z\u00fcm Sat\u0131\u015f\u0131n\u0131 uygularken, belirli ba\u015far\u0131 \u00f6l\u00e7\u00fctlerini takip etmek \u00f6nemlidir:<\/strong><\/p>\n \u00c7\u00f6z\u00fcm Sat\u0131\u015f\u0131 Metodolojisi, \u015firketler i\u00e7in \u00f6zellikle \u00fc\u00e7 sorunun \u00e7\u00f6z\u00fcm\u00fcnde faydal\u0131 olacakt\u0131r:<\/p>\n – Tatiana Kornilova<\/strong>, B2B Karma\u015f\u0131k Sat\u0131\u015f Uzman\u0131, Pragmatik Sat\u0131\u015f<\/a><\/p>\n<\/div>\n<\/blockquote> A\u015fama i\u00e7in gerekenler:<\/strong> IMPAC modeline dayal\u0131 bir de\u011ferlendirme sistemi geli\u015ftirmek ve uygulamak.<\/p>\n<\/div>\n Bu a\u015famada sat\u0131\u015f eleman\u0131, \u00c7\u00f6z\u00fcm Sat\u0131\u015f\u0131 metodolojisinin \u00f6nemli bir arac\u0131 olan IMPAC (\u0130deal Beklenti Profili, E\u015fle\u015fen Ka\u011f\u0131t, Ka\u011f\u0131t S\u00fcreci, Uyumlu Kavram, Harekete Ge\u00e7mek i\u00e7in Zorlay\u0131c\u0131 Neden) modelini kullanarak f\u0131rsat\u0131n potansiyelini de\u011ferlendirir:<\/p>\n Sahne i\u00e7in ihtiyac\u0131n\u0131z olanlar:<\/strong> M\u00fc\u015fteri sorunlar\u0131n\u0131 tan\u0131mlamak ve belgelemek i\u00e7in A\u011fr\u0131 Sayfalar\u0131 gibi ara\u00e7lar.<\/p>\n<\/div>\n Bu a\u015famada sat\u0131\u015f eleman\u0131 m\u00fc\u015fteriyle konu\u015fur ve a\u00e7\u0131k ve \u00f6rt\u00fck ihtiya\u00e7lar\u0131 belirlemek i\u00e7in \u00e7\u0131kar\u0131msal sorular sorar. \u00d6nemli olan, m\u00fc\u015fterinin daha \u00f6nce g\u00f6zden ka\u00e7\u0131rm\u0131\u015f veya hafife alm\u0131\u015f olabilece\u011fi sorunlar\u0131 fark etmesine yard\u0131mc\u0131 olmakt\u0131r. Sahne i\u00e7in ihtiyac\u0131n\u0131z olanlar:<\/strong> M\u00fc\u015fteriye \u00e7\u00f6z\u00fcm\u00fc uygulad\u0131ktan sonra i\u015flerinin ne durumda oldu\u011funu g\u00f6stermeye yard\u0131mc\u0131 olacak ara\u00e7lar ve teknikler.<\/p>\n<\/div>\n Bu a\u015famada sat\u0131\u015f temsilcisi, m\u00fc\u015fterinin \u00f6nerilen \u00e7\u00f6z\u00fcm\u00fc uygulad\u0131ktan sonra i\u015flerinin nas\u0131l g\u00f6r\u00fcnece\u011fine dair net bir vizyon olu\u015fturmas\u0131na yard\u0131mc\u0131 olur. Bu, belirli iyile\u015ftirmelerin ve bu iyile\u015ftirmelerin i\u015f s\u00fcre\u00e7lerini ve sonu\u00e7lar\u0131n\u0131 nas\u0131l etkileyece\u011finin tart\u0131\u015f\u0131lmas\u0131n\u0131 i\u00e7erir. \u00c7\u00f6z\u00fcm\u00fcn g\u00f6rselle\u015ftirilmesi, m\u00fc\u015fterinin teklifin de\u011ferini daha iyi anlamas\u0131na yard\u0131mc\u0131 olur ve harekete ge\u00e7meleri i\u00e7in onlar\u0131 motive eder.\n<\/ol>\n A\u015fama i\u00e7in ihtiyac\u0131n\u0131z olanlar:<\/strong> \u00e7\u00f6z\u00fcm\u00fcn de\u011ferini hesaplamak ve sunmak i\u00e7in ara\u00e7lar.<\/p>\n<\/div>\n Burada sat\u0131\u015f eleman\u0131, belirlenen sorunlara ve olu\u015fturulan vizyona dayal\u0131 bir de\u011fer \u00f6nerisi form\u00fcle eder ve sunar. Odak noktas\u0131, m\u00fc\u015fterinin i\u015fine y\u00f6nelik belirli faydalard\u0131r.\n<\/ol>\n Sahne i\u00e7in gerekenler:<\/strong> Di\u011fer m\u00fc\u015fterilerle yap\u0131lan vaka \u00e7al\u0131\u015fmalar\u0131, y\u00f6neticilerin \u00e7\u00f6z\u00fcm\u00fc m\u00fc\u015fterinin ihtiya\u00e7lar\u0131na g\u00f6re uyarlayabilmesi i\u00e7in ara\u015ft\u0131rma.<\/p>\n<\/div>\n Belirlenen ihtiya\u00e7lara dayanarak, sat\u0131\u015f eleman\u0131 m\u00fc\u015fteri i\u00e7in \u00f6zelle\u015ftirilmi\u015f bir teklif geli\u015ftirir. Bunun sadece bir dizi \u00fcr\u00fcn de\u011fil, \u015firket-al\u0131c\u0131n\u0131n i\u015f sorunlar\u0131na kapsaml\u0131 bir \u00e7\u00f6z\u00fcm olmas\u0131 \u00f6nemlidir.\n<\/ol>\n Sahne i\u00e7in ihtiyac\u0131n\u0131z olanlar:<\/strong> Sat\u0131\u015f g\u00f6revlilerinin \u00fcr\u00fcn\u00fcn faydas\u0131n\u0131 ve de\u011ferini m\u00fc\u015fteriye gerek\u00e7elendirebilmesi i\u00e7in \u00e7\u00f6z\u00fcm\u00fcn\u00fcz\u00fcn faydalar\u0131n\u0131 (Sat\u0131\u015f Noktalar\u0131) ifade eden haz\u0131rlanm\u0131\u015f Beyaz Kitaplar.<\/p>\n<\/div>\n Bu a\u015famada sat\u0131\u015f eleman\u0131, \u00c7\u00f6z\u00fcm Sat\u0131\u015f\u0131 metodolojisinin bir arac\u0131 olan Beyaz Kitap kavram\u0131n\u0131 kullanarak geli\u015ftirilen \u00e7\u00f6z\u00fcm\u00fc m\u00fc\u015fteriye sunar. Beyaz Kitap ayr\u0131nt\u0131l\u0131 bir belgedir:<\/p>\n Sat\u0131\u015f temsilcisi, Beyaz B\u00fclteni sunumun temeli olarak kullan\u0131r ve \u00e7\u00f6z\u00fcm\u00fcn yat\u0131r\u0131m getirisini art\u0131rmak, TCO’yu azaltmak veya temel i\u015f s\u00fcre\u00e7lerini optimize etmek gibi m\u00fc\u015fteri sonu\u00e7lar\u0131n\u0131 nas\u0131l iyile\u015ftirebilece\u011fine odaklan\u0131r. Bu yakla\u015f\u0131m, \u00e7\u00f6z\u00fcm\u00fcn yaln\u0131zca bir dizi \u00f6zellik olarak de\u011fil, m\u00fc\u015fterinin \u00f6zel ihtiya\u00e7lar\u0131na ve zorluklar\u0131na kapsaml\u0131 bir yan\u0131t olarak sunulmas\u0131n\u0131 sa\u011flar.<\/p>\n<\/ol>\n Sahne i\u00e7in ihtiyac\u0131n\u0131z olanlar:<\/strong> \u00c7al\u0131\u015fanlar\u0131n m\u00fc\u015fterinin \u015f\u00fcphelerine yan\u0131t verebilmesi i\u00e7in olas\u0131 itirazlar\u0131n bir listesi ve bunlar\u0131n nas\u0131l a\u015f\u0131laca\u011f\u0131.<\/p>\n<\/div>\n Bu a\u015famada sat\u0131\u015f eleman\u0131 m\u00fc\u015fterinin \u015f\u00fcpheleri ve itirazlar\u0131 \u00fczerinde \u00e7al\u0131\u015f\u0131r. \u0130tirazlar\u0131 engel olarak de\u011fil, m\u00fc\u015fterinin ihtiya\u00e7lar\u0131n\u0131 ke\u015ffetmek ve \u00e7\u00f6z\u00fcm\u00fcn de\u011ferini g\u00f6stermek i\u00e7in f\u0131rsat olarak g\u00f6rmek \u00f6nemlidir.<\/p>\n<\/ol>\n Sahne i\u00e7in ihtiyac\u0131n\u0131z olanlar:<\/strong> onaylar\u0131 ve evrak i\u015flerini otomatikle\u015ftirecek ara\u00e7lar.<\/p>\n<\/div>\n Anla\u015fma kapan\u0131\u015f a\u015famas\u0131, m\u00fc\u015fteri \u00f6nerilen \u00e7\u00f6z\u00fcm\u00fc uygulamaya karar verdi\u011finde s\u00fcrecin mant\u0131ksal sonucudur. Burada uygulama detaylar\u0131n\u0131, i\u015fbirli\u011fi \u015fartlar\u0131n\u0131 ve ko\u015fullar\u0131n\u0131 tart\u0131\u015fmak \u00f6nemlidir. Ba\u015far\u0131l\u0131 bir anla\u015fma kapan\u0131\u015f\u0131, in\u015fa edilen g\u00fcvene ve \u00e7\u00f6z\u00fcm\u00fcn m\u00fc\u015fteri i\u00e7in de\u011ferinin net bir \u015fekilde anla\u015f\u0131lmas\u0131na dayan\u0131r.\n<\/ol>\n A\u015fama i\u00e7in ihtiyac\u0131n\u0131z olanlar:<\/strong> geri bildirim toplama ara\u00e7lar\u0131 ve ayn\u0131 m\u00fc\u015fteriye ek sat\u0131\u015f f\u0131rsatlar\u0131.<\/p>\n<\/div>\n Bu a\u015fama, m\u00fc\u015fteriyle uzun vadeli bir ili\u015fki geli\u015ftirmede \u00f6nemli bir rol oynar: \u00e7\u00f6z\u00fcm\u00fcn uygulanmas\u0131nda yard\u0131m, m\u00fc\u015fteri personelinin e\u011fitimi ve s\u00fcrekli deste\u011fi i\u00e7erir. Kaliteli sat\u0131\u015f sonras\u0131 hizmet sadece m\u00fc\u015fteri memnuniyetini art\u0131rmakla kalmaz, ayn\u0131 zamanda yeni sat\u0131\u015f f\u0131rsatlar\u0131 da yarat\u0131r, \u00f6rne\u011fin m\u00fc\u015fteri sizden ek sistem mod\u00fclleri veya ba\u015fka bir departman i\u00e7in bir \u00e7\u00f6z\u00fcm sat\u0131n alabilir.\n<\/ol>\n Sat\u0131\u015f ekibi \u00e7\u00f6z\u00fcm sat\u0131\u015f\u0131n\u0131n teorisini \u00f6\u011frendikten sonra, bunu uygulamaya koymalar\u0131 i\u00e7in onlar\u0131 yetkilendirmeniz gerekir. Do\u011fru ara\u00e7 olmadan, karma\u015f\u0131k sat\u0131\u015flar\u0131n n\u00fcanslar\u0131n\u0131 takip etmek ve m\u00fc\u015fteri ihtiya\u00e7lar\u0131na derinlemesine dalmak zor olacakt\u0131r, bu nedenle s\u00fcre\u00e7leri y\u00f6netmek i\u00e7in do\u011fru CRM sistemini<\/a> se\u00e7mek \u00f6nemlidir.<\/p>\n CRM’in m\u00fc\u015fteri etkile\u015fiminin farkl\u0131 a\u015famalar\u0131nda nas\u0131l yard\u0131mc\u0131 oldu\u011fu a\u015fa\u011f\u0131da a\u00e7\u0131klanm\u0131\u015ft\u0131r:<\/p>\n\u00c7\u00f6z\u00fcm Sat\u0131\u015f\u0131 Nedir<\/h2>\n
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Metodolojinin Temel \u0130lkeleri<\/h3>\n
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\u00c7\u00f6z\u00fcm Sat\u0131\u015f\u0131n\u0131n A\u015famalar\u0131 ve s\u00fcreci olu\u015fturmak i\u00e7in gerekenler<\/h2>\n
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\nBu s\u00fcre\u00e7, aktif dinleme becerileri ve m\u00fc\u015fterinin ihtiya\u00e7lar\u0131n\u0131 analiz etmeye yard\u0131mc\u0131 olan \u00f6nemli bir \u00c7\u00f6z\u00fcm Sat\u0131\u015f\u0131 arac\u0131 olan Ac\u0131 Tablolar\u0131n\u0131 uygulama becerisi gerektirir. Bu belge m\u00fc\u015fterinin sorununun tan\u0131m\u0131n\u0131, sorunun sonu\u00e7lar\u0131n\u0131 (finansal, operasyonel), sorunun nedenlerini, potansiyel \u00e7\u00f6z\u00fcmleri ve \u00e7\u00f6z\u00fcm\u00fcn m\u00fc\u015fteri i\u00e7in de\u011ferini i\u00e7erir.\n<\/ol>\n\n
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\u00c7\u00f6z\u00fcm Sat\u0131\u015f S\u00fcre\u00e7lerinin Desteklenmesinde CRM’in Rol\u00fc<\/h2>\n
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\n Step<\/th>\n CRM’in Rol\u00fc<\/th>\n<\/tr>\n \n Anla\u015fma Potansiyelinin De\u011ferlendirilmesi<\/strong><\/td>\n CRM, verileri d\u00fczenlemeye ve analiz etmeye, bir m\u00fc\u015fterinin ideal bir profile uyup uymad\u0131\u011f\u0131n\u0131 de\u011ferlendirmeye ve anla\u015fma potansiyeli hakk\u0131nda kararlar almak i\u00e7in analitik sa\u011flamaya yard\u0131mc\u0131 olur<\/span><\/td>\n<\/tr>\n \n A\u011fr\u0131 Yeterlili\u011fi<\/strong><\/td>\n CRM, m\u00fc\u015fteri sorunlar\u0131 hakk\u0131ndaki bilgileri d\u00fczenlemenize olanak tan\u0131yan A\u011fr\u0131 Sayfalar\u0131 olu\u015fturmak ve saklamak i\u00e7in ara\u00e7lar sa\u011flar. Yapay zeka i\u015flevselli\u011fi, temel ac\u0131lar\u0131 belirlemek i\u00e7in \u00e7a\u011fr\u0131lar\u0131 analiz etmeye yard\u0131mc\u0131 olabilir<\/span><\/td>\n<\/tr>\n \n \u00c7\u00f6z\u00fcm G\u00f6rselle\u015ftirme<\/strong><\/td>\n Sistem, m\u00fc\u015fterinizin i\u015finin gelecekteki durumunu g\u00f6rselle\u015ftirmesine yard\u0131mc\u0131 olmak i\u00e7in interaktif sunumlar veya beklenen iyile\u015ftirmelerin grafikleri gibi g\u00f6rsel materyalleri saklaman\u0131za olanak tan\u0131r<\/span><\/td>\n<\/tr>\n \n De\u011fer \u00d6nerisi<\/strong><\/td>\n CRM bir \u00e7\u00f6z\u00fcm\u00fcn de\u011ferini hesaplamak ve sunmak i\u00e7in ara\u00e7lar sa\u011flar ve de\u011feri g\u00f6stermek i\u00e7in kullan\u0131labilecek ba\u015far\u0131l\u0131 vakalardan olu\u015fan bir veritaban\u0131 depolar<\/span><\/td>\n<\/tr>\n \n \u00c7\u00f6z\u00fcm\u00fc tan\u0131mlamak<\/strong><\/td>\n \u015eirketin CRM’deki \u00e7\u00f6z\u00fcm ve \u00fcr\u00fcnlerinin bilgi taban\u0131, sat\u0131\u015f eleman\u0131n\u0131n belirlenen ac\u0131lara ve olu\u015fturulan vizyona dayal\u0131 olarak m\u00fc\u015fteri i\u00e7in \u00f6zelle\u015ftirilmi\u015f bir teklif olu\u015fturmas\u0131na yard\u0131mc\u0131 olur<\/span><\/td>\n<\/tr>\n \n \u00c7\u00f6z\u00fcm Sunumu<\/strong><\/td>\n CRM, toplanan m\u00fc\u015fteri bilgilerine dayal\u0131 olarak WP ki\u015fiselle\u015ftirmesi i\u00e7in Beyaz Kitap \u015fablonlar\u0131n\u0131 ve verilerini depolayabilir. Sistem ayr\u0131ca sunum i\u00e7in en alakal\u0131 vakalar\u0131 ve ba\u015far\u0131 hikayelerini \u00f6nerebilir<\/span><\/td>\n<\/tr>\n \n \u0130tirazlar\u0131n \u00dcstesinden Gelmek<\/strong><\/td>\n Tipik itirazlara verilen form\u00fcle edilmi\u015f cevaplar sistemde saklan\u0131r, bu da y\u00f6neticilerin m\u00fc\u015fterinin \u015f\u00fcpheleriyle \u00e7al\u0131\u015fmak i\u00e7in h\u0131zl\u0131 bir \u015fekilde etkili yollar bulmas\u0131n\u0131 sa\u011flar<\/span><\/td>\n<\/tr>\n \n Anla\u015fmay\u0131 Kapatmak<\/b><\/td>\n CRM, elektronik belge y\u00f6netim sistemleriyle entegre olarak belgelerin onaylanmas\u0131 ve y\u00fcr\u00fct\u00fclmesi s\u00fcre\u00e7lerini otomatikle\u015ftirir<\/span><\/td>\n<\/tr>\n \n Sat\u0131\u015f Sonras\u0131 Destek<\/b><\/td>\n CRM size \u00e7\u00f6z\u00fcm uyguland\u0131ktan sonra geri bildirim toplama ve m\u00fc\u015fteri memnuniyetini izleme ara\u00e7lar\u0131 sunar<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n \u00c7\u00f6z\u00fcm Sat\u0131\u015f\u0131n\u0131 uygulamak i\u00e7in bir ara\u00e7 olarak SimpleOne B2B CRM<\/h2>\n