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Stetiger Wandel macht auch vor dem Vertriebsprozess deutscher KMU nicht Halt. Evolutive Umwelteinflüsse sowie revolutionäres Handeln stehen im Zentrum eines Umbruchs im Vertrieb. Ergebnisse aus einem quantitativen Stimmungsbarometer deutscher KMU ermöglichen das Ableiten unternehmerischer Handlungsempfehlungen für Vertriebsorganisationen.
The usage of webinars is witnessing a resurgence in popularity, especially since the COVID-19 pandemic. It is now revealing itself to be an actual shift in how buyers and sellers do business in the future. Therefore, this study aims to investigate whether webinars will continue to be a valuable tool in B2B sales in the future. Specifically, it aims to gain a deeper understanding of how the role of webinars evolved in recent years and analyze its future potential.
Webinars are an essential tool for a wide variety of different use cases. While they have been around for over a decade, webinars recently have seen a resurgence in popularity. As the COVID-19 pandemic strictly limited contact between people and made them work from home as an only option, hosting and participating in webinars has become more common than ever - whether in business, education, or leisure.
Webinars can be effective for various purposes as they are held in real-time and allow multiple engagement opportunities between attendees and hosts. Moreover, because of their remote nature, webinars are more cost-effective and time-saving in organizing and supervising. Consequently, it is cheaper and more convenient to reach your desired target group as a webinar host than to hold a seminar in physical form. Among other reasons, convenience and interaction seem to be the most potent aspects of cementing webinars as a tool in the digital world. Nevertheless, where exactly are they used, and how do they create value in their respective usage fields?
Affordable Luxury Sports Cars in Germany : Investigating the Determinants of Customer Experience
(2022)
The article discusses the factors affecting the customer experience when buying affordable luxury sports cars in Germany by identifying differences between first-time and experienced buyers. It emphasizes the need for the creation of two different customer journeys based on different customer experience clusters, a touchpoint analysis from the customer perspective identified differences in purchase stages, and staff behaviour and brand trust for customer satisfaction and brand identification.
Airports largely outgrew their sole purpose of simply being travel hubs and by connecting millions of passengers to their destinations each year on an international scale, they have become increasingly interesting for business and related marketing opportunities. In fact, passengers are easily segmented and can be reached effectively throughout specific airport areas, making some areas more suitable for advertising than others. Emotional states, roaming time and the freedom to move vastly, influence how much information passengers are able to absorb from their direct surroundings. Finally our research shows that some areas are more suitable than others. Therefore a careful selection of airport locations for communication will be key to secure the impact and improve the effectiveness of communication measures. With these insights, advertisers can deliberately choose the areas that are most effective for displaying their ads.
Due to the growing importance of videos for B2B sales outreach, this study proposes an extended model based on the Corporate-Video Model by Büsching and Meidel (2016) and a qualitative survey with high-ranking company representatives. The findings comprise seven complementary categories: structure, communication, product display, information content, unique selling proposition, value-based selling, and dramaturgy of product videos. The model extension aids practitioners in analyzing and conceptualizing compelling B2B product videos.
Beyond Selling orientiert sich am komplexen, vornehmlich mittelständisch geprägten Multi-Kanal-Vertrieb. Beyond Selling hat den Anspruch, holistisch zu agieren und will aufzeigen, dass neben vielen bewährten Konzepten bestimmte Aspekte für die erfolgreiche Unternehmensführung zukünftig zunehmend wichtiger werden. So bleiben bspw. eine stringente Buying-Center-Analyse und auch eine treffsichere Formulierung des kundennutzenorientierten Leistungsversprechens im Rahmen des Value-Based-Selling-Konzeptes unabdingbar. Allerdings gilt es auch, den Fokus auf Themen zu legen, die zukünftig deutlich an Bedeutung gewinnen werden
Customer Success Management is the next evolution in complex sales that drives growth. Moreover, Customer Success Management is a modern holistic sales philosophy and part of a professional customer experience management strategy. The following conceptual paper discusses fundamental thoughts based on value-based selling, customer success focus, and a clear view on a perspective beyond selling that will gain importance in the future.
Social-Customer-Relationship-Management zeichnet sich vor allem durch die Möglichkeit eines zentralen, überregionalen Kundendialogs mit der Option einer inhaltlichen Segmentierung aus. Obwohl Wissenschaftler schon seit Längerem die Vorteile von Social CRM als ganzheitliche Marketingstrategie betonen, versuchen nur wenig Unternehmen eine ernsthafte Etablierung. Dabei eignet sich dieser Ansatz insbesondere für größere Firmen, die eine Palette unterschiedlicher Produkte überregional unter einem Markennamen vertreiben. Hier könnte Social CRM eine sinnvolle Bereicherung für das CRM-Instrumentarium darstellen und je nach Art der vertriebenen Produkte auch zum Qualitätsmanagement beitragen.
Um sich den neuen Herausforderungen zu stellen und eine wettbewerbsstarke Position im Zeitalter der Digitalisierung zu schaffen, wird vermehr in Digitalisierungsvorhaben investiert und digitale Geschäftsmodelle werden entwickelt. Was brauch ein mittelständisches Unternehemen, um sich erfolgreich in das digitale Zeitalter aufzumachen?