Sales Process as a Service (SPAS): Development and Validation of an Extension to the Shortened Selling Orientation – Customer Orientation (SOCO) Score (SOCO-SPAS)

Stefan Ledinger

Stefan Ledinger

Ključne besede: prodajni proces, prodaja B2B, usmerjenost k strankam, usmerjenost k storitvam, samoocenjevanje

Povzetek

Povezava med prodajno usmerjenostjo in usmerjenostjo k strankam ter prodajnim uspehom je predmet intenzivnih raziskav vse od objave ocene prodajne usmerjenosti in usmerjenosti k strankam (SOCO) v začetku osemdesetih let prejšnjega stoletja. Vendar pa je še vedno težko ugotoviti katera naravnanost prodajalce predisponira k visoki uspešnosti. Poleg tega je povezava med usmerjenostjo k stranki lahko ukrivljena in odvisna od prodajne situacije - in malo raziskav je bilo posvečenih prodaji med podjetji (B2B). Namen tega prispevka je začeti zapolnjevati te vrzeli v znanju z razvojem orodja za samoocenjevanje stališč prodajalcev. Razširitev 10-stopenjske ocene SOCO je razvita na podlagi raziskav literature s področja prodaje/ poslovnega razvoja in usmerjenosti k storitvam v drugih okoljih. Ocena je bila naknadno potrjena s povratnimi informacijami strokovnjakov s področja prodaje. Razširjena ocena dodaja razsežnost, ki preverja, ali poklicni prodajalci obravnavajo prodajni proces kot storitev (SPAS), ki mora zagotavljati vrednost, ki presega opredelitev najboljše ponudbe. Odzivnost strokovnjakov s področja prodaje je bila nizka, zato je bilo treba kandidatno oceno SOCO-SPAS dodatno potrditi. Odnosi med podjetji (B2B) so pomembno, vendar premalo raziskano področje ekonomije. Pričujoči članek zagotavlja sredstvo za oceno razmerja med stališči in uspešnostjo prodaje v sodobni prodaji B2B z razširitvijo sistema točkovanja, ki je bil prvotno razvit za prodajo B2C in več let nazaj, ko so bile tržne razmere drugačne kot danes.

Prenosi

Biografija avtorja

Stefan Ledinger

Doktorski študent na Univerzi za uporabne vede, Brugenland, Avstrija
E-pošta: stefan.ledinger@gmx.at

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