Kompass rješenja

Stručni Intervjui

Interview with Francis Alizer from AFI Company

What is your function and your business sector? I am the manager of AFI since it started in 1993. Our staff includes ten employees, and we work in the industrial supplies sector as well as providing services to the building trade, companies and communities. Who are your clients and suppliers? Our clients are primarily companies from the construction industry and the industrial sector. In both cases, these may be big companies with subsidiaries as well as more local and regional SMEs, or individual tradespeople. Our suppliers are various tools suppliers and makers in Europe. At the moment we use 1094 different suppliers. What are your main assets in face of the competition? Service. We are more focused on service needs and on the solutions we deliver to the client than on the product per se. We try to determine what will best meet the client’s need, we examine the bill of specifications, we check that the request duly corresponds with his needs and we attempt to find a solution satisfactory to everybody. Within your current activity, what is the initiative or launch that you’re the most proud of?  Products I develop for the nuclear power industry. These are products used in the transport of TFA equipment. Actually, we’re at the beginning of a deconstruction phase of nuclear power, but one needs to know that this phase will last 150 years and that it involves a lot of trades and business sectors, including ours. How do you keep your customers happy? Fast logistics, a quick reactivity time and stock. We have increased our stock by 35%, and we have also developed a retail website at the same time to make our e-commerce debut. Which complementary services do you propose alongside your products? We propose a range of services and support to the client depending on his specific needs. Thanks to our network, we are able to support clients who sometimes haven’t a lot of representatives, if at all.

Interview with Franck Weinstoerffer from Transports Jean Claude-Mermet

What is your function and your business sector? I work as the quality control officer at Transports Jean-Claude Mermet. Our business activity relates to transports, logistics and storage, and we also handle ads on vehicles as well as vehicle and office renting. Who are your clients and suppliers? Our customer base is mainly comprised of industrial companies working in all business areas (automobile, plastics processing, etc.), and also with haulage companies. As to our suppliers, they are of course vehicles suppliers and insurers, but also tyre, diesel, fuel and oil suppliers. What are your main assets in face of the competition? Our main asset resides in the fact we practically do everything by ourselves, unlike some haulage companies which subcontract. Another of our strengths lies in our proximity and our important haulage ability in the Rhônes-Alpes area thanks to more than 30 vehicles in this region, which gives our customers flexibility and quality of service. Within your current activity, what is the initiative or launch that you’re the most proud of? Precisely that we do everything by ourselves. Not many haulage companies could have managed this, but we have achieved it. Has your business core evolved in the last few years? Yes. For instance, people use fewer and fewer vehicles for long trips, so they opt for subcontracts. We have also faced an important evolution concerning the working hours. Legislation has forced us to limit driving times, and also to accept compulsory break times.  This, alongside giving the haulers better working conditions and reinforcing the road safety. Is innovation important to your company? Yes, but it comes a lot from the suppliers. Why? Because we’re now facing many changes regarding the environment, with more and more rules imposed by the government. These are obvious advances but, economically speaking, they favour our activity in more or less proportions.

B2B Ekspertiza

Kako optimizirati svoju potragu za potencijalnim kupcima?

Potraga za potencijalnim kupcima ili prospecting ključanje proces u razvoju poslovanja. Kako bi kupce doista našli, trebate se osloniti na kvalitetne izvore podataka, marketinške akcije i, naravno, prodajne predstavnike. Ključ uspjeha u traženju potencijalnih kupaca Morate:

  • Koristiti bazu podataka o potencijalnim kupcima,
  • Primijeniti strategiju i pratiti prodajne procese i procedure, konstantno ih analizirati,
  • Održavati i razvijati odnose s novim klijentima;
Baza podataka potencijalnih kupaca Ova baza podataka pruža mapu s točnim podacima o tvrtki. U bazi podataka postoje dvije vrste podataka o tvrtki:
  • Strukturni (poslovni sektor, lokacija, adrese, veličina, prihod…)
  • Individualni (imena i funkcije rukovoditelja i kontakt osoba, stvarni prodajni asortiman/djelatnost, e-mail adrese, indikatori veličine i potencijala…)
Kako biste razvili strategiju, prvo trebate definirati  teritorij na kojemu ćete tražiti kupce. Kako biste to učinili morate napraviti dvije vrste analize:
  • analizu proizvoda koje nudite i prodajnih predstavnika
  • istraživanje konkurencije i  svog potencijalnog tržišta, odnosno ciljne skupine kupaca
Tada ćete točno znati gdje i kako tražiti kupce. Primjena strategije Ova strategija ima za cilj potencijalne kupce pretvoriti u stvarne kupce.  To ćete učiniti kroz prodajne predstavnike ili web stranicu. Ali najvažnije je znati kako strategiju implementirati:
  1. definirajte teritorij za traženje kupaca,
  2. pronađite podatke o potencijalnim kupcima,
  3. zadatke podijelite u grupe,
  4. brifirajte prodajni tim,
  5. centralizirajte i pratite, analizirajte prodajne aktivnosti  u postupku traženja potencijalnih klijenata,
  6. vrednujte djelotvornost, odnosno učinkovitost prodaje
Upravljanje odnosa s kupcima Jednom kad potencijalni klijenti postanu Vašim  klijentima, ključno je zadržati i razvijati Vaš odnos s njima te nastaviti pratiti njihove potrebe. To je ključ za kreiranje vjernosti kupaca i povećanje vjerojatnosti da će oni dati preporuku i svojim kolegama.