Rutta sat\u0131\u015flar\u0131n b\u00fcy\u00fcmemesinin sebeplerinden biri de pasif m\u00fc\u015fteri \u00e7al\u0131\u015fmas\u0131n\u0131n yap\u0131lmamas\u0131d\u0131r. Pasif m\u00fc\u015fteri olarak ‘\u015fu veya bu nedenle ili\u015fki kurulamam\u0131\u015f veya ili\u015fkinin tamamen kopmu\u015f oldu\u011fu m\u00fc\u015fteriler’<\/b> tan\u0131m\u0131n\u0131 yapabiliriz. Bir m\u00fc\u015fterinin bizle \u00e7al\u0131\u015ft\u0131\u011f\u0131 halde sat\u0131\u015flar\u0131n\u0131n d\u00fc\u015f\u00fck olmas\u0131 da onu adeta pasif m\u00fc\u015fteri durumuna getirse de biz b\u00f6yle bir tan\u0131m yapmayaca\u011f\u0131z. Neticede o bizim i\u00e7in aktif ancak potansiyeli yeterince de\u011ferlendirilemeyen bir m\u00fc\u015fteridir. Yani verimsiz bir noktad\u0131r.<\/p>\n
-Hen\u00fcz hi\u00e7 \u00e7al\u0131\u015fmaya ba\u015flamad\u0131\u011f\u0131m\u0131z noktalar.<\/p>\n
-Daha \u00f6nce \u00e7al\u0131\u015f\u0131rken \u015fu veya bu nedenle \u00e7al\u0131\u015fmay\u0131 kesti\u011fimiz pasife ald\u0131\u011f\u0131m\u0131z noktalar,<\/p>\n
-Daha \u00f6nce \u00e7al\u0131\u015f\u0131rken \u015fu veya bu nedenle bizle \u00e7al\u0131\u015fmay\u0131 kesen noktalar\u0131<\/p>\n
Pasif noktalar olarak tan\u0131mlamaktay\u0131z. Aktif + pasif m\u00fc\u015fteri toplam\u0131n\u0131 da bizim hedef m\u00fc\u015fteri kitlemiz (pazar\u0131m\u0131z) olarak tan\u0131mlayabiliriz.<\/p>\n
Pasif \u00e7al\u0131\u015fmas\u0131 ise yukar\u0131da tan\u0131mlad\u0131\u011f\u0131m\u0131z m\u00fc\u015fterilerle ili\u015fki kurma \u00e7al\u0131\u015fmas\u0131d\u0131r. Ama\u00e7 pasif m\u00fc\u015fteriyi aktif hale ge\u00e7irmektir. Bu sistemin di\u011fer bir deyi\u015fiyle noktaya odaklanmakt\u0131r. Ba\u015fta sat\u0131\u015f hacmi ve \u00e7e\u015fidi d\u00fc\u015f\u00fck olsa dahi onlar\u0131 \u201cgeli\u015ftirilecek\u201d, f\u0131rsat vaat eden noktalar olarak tan\u0131mlamakt\u0131r.<\/p>\n
Pek \u00e7ok y\u00f6netici ve sat\u0131\u015f temsilcisi yeterli verim alamad\u0131\u011f\u0131 veya alamayaca\u011f\u0131n\u0131 zannetti\u011fi m\u00fc\u015fteriyi pas ge\u00e7er. Benzin yakmaya de\u011fmez diye d\u00fc\u015f\u00fcn\u00fcr. Oysa oralarda nas\u0131l f\u0131rsatlar \u00e7\u0131kabilece\u011fini o noktaya gitmeden ve \u00e7al\u0131\u015fmadan bilemezsiniz. Rakiplerin de gitmemesi size \u00f6rnek te\u015fkil etmemelidir, aksine bunu bir f\u0131rsat olarak kabul etmelisiniz.<\/p>\n
\u00d6deme veya ba\u015fka nedenlerden \u00f6t\u00fcr\u00fc bizim pasife ald\u0131\u011f\u0131m\u0131z sat\u0131\u015f noktalar\u0131 da olabilir. \u00c7al\u0131\u015fma ko\u015fullar\u0131n\u0131za uyaca\u011f\u0131n\u0131 garanti etmesi halinde bu m\u00fc\u015fterilerle tekrar \u00e7al\u0131\u015fmay\u0131 d\u00fc\u015f\u00fcnmelisiniz, aksi takdirde pasifte kalmalar\u0131 daha yararl\u0131 olacakt\u0131r.<\/p>\n
Sat\u0131\u015f y\u00f6neticileri rut kontrollerinde mutlaka \u00e7al\u0131\u015f\u0131lmayan m\u00fc\u015fterilere de u\u011framal\u0131 ve \u00e7al\u0131\u015f\u0131lmama nedenlerini ara\u015ft\u0131rmal\u0131d\u0131r. \u00c7al\u0131\u015fma potansiyeli g\u00f6rd\u00fc\u011f\u00fc m\u00fc\u015fteri i\u00e7in hemen gerekli bilgileri alarak rut kart\u0131 a\u00e7mal\u0131 ve \u015firket ticari program\u0131 i\u00e7inde bulunan crm b\u00f6l\u00fcm\u00fcne i\u015flenmeli ve bir sonraki ruta d\u00e2hil edilmelidir.<\/p>\n
Arac\u0131l\u0131 \u00e7al\u0131\u015fan \u015firketler pasif bir m\u00fc\u015fterinin aktif hale gelmesinde son karar\u0131 distrib\u00fct\u00f6r\u00fcn vermesini istemelidir. Zira sonu\u00e7ta olas\u0131 bir riski y\u00fcklenecek firma odur.<\/p>\n
Pek \u00e7ok sat\u0131\u015f temsilcisi g\u00fcnl\u00fck yo\u011fun tempo nedeniyle pasif \u00e7al\u0131\u015fmas\u0131n\u0131 g\u00f6z ard\u0131 etmektedir veya bunu arzu etse de zaman bulamamaktad\u0131r. Bu nedenle bu konuda \u00f6zendirici tedbirler al\u0131nmal\u0131d\u0131r. \u015eirketler d\u00f6nem d\u00f6nem pasif \u00e7al\u0131\u015fmas\u0131 kampanyas\u0131 yapmal\u0131d\u0131r. Bu kampanyalar yap\u0131lmasa bile pasif m\u00fc\u015fteriler rut m\u00fc\u015fteri listesinde olmal\u0131 ve ziyaret edilmeye devam edilmelidir.<\/b><\/p>\n
\u201cSat\u0131\u015f temsilcileri m\u00fc\u015fterilerine, genellikle patronlar\u0131n\u0131n kendilerine davrand\u0131\u011f\u0131 gibi davran\u0131rlar.\u201d<\/p>\n
Pasif m\u00fc\u015fteri \u00e7al\u0131\u015fmas\u0131 sat\u0131\u015f temsilcisi\/da\u011f\u0131t\u0131m eleman\u0131 prim sistemati\u011finin de bir kriteri hale getirilebilir. Ancak sat\u0131\u015f temsilcilerinin prim u\u011fruna her noktay\u0131 aktif k\u0131lma \u00e7abas\u0131na girmesi de \u00f6nlenmelidir.<\/p>\n
A\u015fa\u011f\u0131da yer alan hususlar bizim \u00e7e\u015fitli sekt\u00f6rlerde (Hotsell ve Presell sistemlerde) tespit edilen sebeplerdir.<\/p>\n
PAS\u0130F M\u00dc\u015eTER\u0130LER N\u0130\u00c7\u0130N PAS\u0130FT\u0130R?<\/b><\/p>\n
Elemandan Kaynaklanan Sebepler<\/b><\/p>\n
– Yeni m\u00fc\u015fterilere u\u011fran\u0131lm\u0131yor.<\/p>\n
– U\u011frasa da m\u00fc\u015fteri yerinde bulunam\u0131yor (u\u011franma saati uygun de\u011fil).<\/p>\n
– D\u00fczensiz ziyaret.<\/p>\n
– Temsilci b\u00f6lgesine h\u00e2kim de\u011fil.<\/p>\n
– Temsilci b\u00f6lgesine yabanc\u0131.<\/p>\n
– Eleman\u0131n yeni m\u00fc\u015fterisine \u00fcr\u00fcnlerini tam tan\u0131tamamas\u0131.<\/p>\n
– \u015eirket prensipleri nedeniyle a\u00e7\u0131k hesap mamul verememe.<\/p>\n
– M\u00fc\u015fteri – Eleman tak\u0131\u015fmas\u0131.<\/p>\n
– M\u00fc\u015fterinin durumuna g\u00f6re hitap edememe.<\/p>\n
– Temsilcinin tav\u0131r ve davran\u0131\u015f yetersizli\u011fi.<\/p>\n
Sistemden Kaynaklanan Sebepler<\/b><\/p>\n
– A\u00e7\u0131k hesaba izin vermemesi.<\/p>\n
– Firman\u0131n kurallar\u0131.<\/p>\n
– Sat\u0131\u015f sonras\u0131 hizmetlerde problem olmas\u0131.<\/p>\n
– Rakibin uygulad\u0131\u011f\u0131 \u00f6deme plan\u0131 ve promosyonunun daha iyi olmas\u0131.<\/p>\n
– Yeni m\u00fc\u015fteriye \u00f6zel promosyon uygulmak istememe.<\/p>\n
Amirden Kaynaklanan Sebepler<\/b><\/p>\n
– M\u00fc\u015fteri-amir tart\u0131\u015fmas\u0131.<\/p>\n
– D\u00fczensiz rut plan\u0131 haz\u0131rlama<\/p>\n
– B\u00f6lgeye yabanc\u0131 olmas\u0131.<\/p>\n
– Temsilciye b\u00f6lgesini yeterince tan\u0131tmamas\u0131.<\/p>\n
– Yeni m\u00fc\u015fterilere kendisinin u\u011framamas\u0131.<\/p>\n
– Ki\u015fi ba\u015f\u0131na fazla nokta verilmi\u015f. Zaman sorunu yarat\u0131yor.<\/p>\n
– Yetersiz saha kontrol\u00fc var.<\/p>\n
– Eleman sirk\u00fclasyonunu d\u00fc\u015f\u00fcremiyor.<\/p>\n
– Elemana iyi e\u011fitim verememi\u015f.<\/p>\n
– Uygun eleman se\u00e7ilmemesi.<\/p>\n
M\u00fc\u015fteriden Kaynaklanan Sebepler<\/b><\/p>\n
-\u00dcr\u00fcn\u00fcm\u00fcz\u00fc satmak istemiyor.<\/p>\n
-Sezonluk \u00e7al\u0131\u015fmay\u0131 bahane ediyor.<\/p>\n
-Yer ve ta\u015f\u0131ma sorunu bahane.<\/p>\n
-Yeni stant\/dolap\/raf\/te\u015fhir malzemesi iste\u011fi var.<\/p>\n
-Elemanla tak\u0131\u015fmas\u0131.<\/p>\n
-Amirle tak\u0131\u015fmas\u0131.<\/p>\n
-E\u015fantiyon hediye istemesi.<\/p>\n
-Iskonto istemesi.<\/p>\n
-\u00d6deme sorunu yaratmas\u0131.<\/p>\n
-\u00d6deme g\u00fc\u00e7l\u00fc\u011f\u00fc \u00e7ekmesi.<\/p>\n
-Vadeli \u00e7al\u0131\u015fmak istemesi.<\/p>\n
-\u00c7al\u0131\u015fma saatlerinin uygun olmamas\u0131.<\/p>\n
PAS\u0130F M\u00dc\u015eTER\u0130N\u0130N AKT\u0130F M\u00dc\u015eTER\u0130YE D\u00d6N\u00dc\u015eT\u00dcR\u00dcLMES\u0130NDE \u00c7\u00d6Z\u00dcM \u00d6NER\u0130LER\u0130:<\/b><\/p>\n
-Rut d\u00e2hilinde 15 g\u00fcnde bir ziyaret edilmeli.<\/p>\n
-Rut harici zamanlarda da ziyaret edilmeli.<\/p>\n
-Y\u00f6neticiler de bu ziyaretleri yapmal\u0131.<\/p>\n
-Temsilciler davran\u0131\u015flar\u0131na daha \u00f6zen g\u00f6stermeli.<\/p>\n
-Firman\u0131n kurallar\u0131 m\u00fc\u015fteriye daha yap\u0131c\u0131 bir dille anlat\u0131lmal\u0131.<\/p>\n
-Verilen servisin kalitesi anlat\u0131lmal\u0131.<\/p>\n
-S\u00fcr\u00fcm\u00fc y\u00fcksek \u00fcr\u00fcnlere o noktada \u00f6ncelik verilmeli.<\/p>\n
-Temsilciye b\u00f6lgesini tam olarak tan\u0131tmal\u0131.<\/p>\n
-Ziyaretler zaman\u0131nda yap\u0131lmal\u0131.<\/p>\n
-Temsilci sirk\u00fclasyonunu en aza indirmeli.<\/p>\n
-Dengeli rut olu\u015fturmal\u0131.<\/p>\n
Sonu\u00e7 olarak \u00f6zet ile<\/p>\n
1-Pasif M\u00fc\u015fterileri D\u00fczenli Ziyarete Al\u0131n<\/b><\/p>\n
2-M\u00fcmk\u00fcnse Amir ile Birlikte Ziyaret Edin<\/b><\/p>\n
3-Sorunlar\u0131 ve S\u0131k\u0131nt\u0131lar\u0131 A\u015f\u0131n<\/b><\/p>\n
4- D\u00fc\u015f\u00fck Stok Seviyeleri ile \u00c7al\u0131\u015f\u0131n ve Ona Kazand\u0131r\u0131n<\/b><\/p>\n
5- Gerekirse Noktaya \u00d6zel Aktivite \u00d6nerin<\/b><\/p>\n
6- Sat\u0131\u015f Hacmini Art\u0131racak \u00dcr\u00fcn \u00c7e\u015fidini Yayg\u0131nla\u015ft\u0131r\u0131n<\/b><\/p>\n
7- Sisteminizden ve Kalitenizden Taviz Vermeyin<\/b><\/p>\n
8- M\u00fc\u015fteriyi D\u00fczenli Ziyarete Al\u0131n<\/b><\/p>\n
Kaynak: Ar\u0131kan<\/i><\/p>\n
<\/p>\n","protected":false},"excerpt":{"rendered":"
Rutta sat\u0131\u015flar\u0131n b\u00fcy\u00fcmemesinin sebeplerinden biri de pasif m\u00fc\u015fteri \u00e7al\u0131\u015fmas\u0131n\u0131n yap\u0131lmamas\u0131d\u0131r. Pasif m\u00fc\u015fteri olarak ‘\u015fu veya bu nedenle ili\u015fki kurulamam\u0131\u015f veya ili\u015fkinin tamamen kopmu\u015f oldu\u011fu m\u00fc\u015fteriler’ tan\u0131m\u0131n\u0131 yapabiliriz. Bir m\u00fc\u015fterinin bizle \u00e7al\u0131\u015ft\u0131\u011f\u0131 halde sat\u0131\u015flar\u0131n\u0131n d\u00fc\u015f\u00fck olmas\u0131 da onu adeta pasif m\u00fc\u015fteri durumuna getirse de biz b\u00f6yle bir tan\u0131m yapmayaca\u011f\u0131z. Neticede o bizim i\u00e7in aktif ancak potansiyeli […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[4],"tags":[],"_links":{"self":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/580"}],"collection":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=580"}],"version-history":[{"count":1,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/580\/revisions"}],"predecessor-version":[{"id":581,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=\/wp\/v2\/posts\/580\/revisions\/581"}],"wp:attachment":[{"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=580"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=580"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/aslantozcan.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=580"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}