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PIA HAUTAMÄKI

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Asiakaskokemus osana modernia myyntiä

Oletko huomannut, että aito kiinnostus ja dialogi voi tuottaa aivan uudenlaista ajattelua? Uusia ajatuksia liiketoiminnan kehittämisestä tai esimerkiksi uusia yhteistyön mahdollisuuksia tämän kyseisen ihmisen tai heidän organisaationsa kanssa?

Miksi niin usein myynnillisyys siirtää ajatukset pois toisesta ihmisestä ja aidosta toisen ihmisen auttamisesta? Näin kävi mm. Heltin perustajalle Timo Lapille. Timo kertoi minulle, että huomasi itse asiassa auttavansa asiakasta paremmin Heltin liiketoimintaa pohdiskelevissa kohtaamisissa kuin esimerkiksi myöhemmin, kun hän oli aidosti liikkeellä kohtaamassa asiakkaita myyntimielellä.

Samaan aikaan kaupalliset tutkimukset julistavat, että asiakas haluaa tänä päivänä tulla huomioiduksi ihmisenä ja ainutlaatuisine tarpeineen. Lisäksi on tärkeää, että aikaisemmat tarpeet on kuultu ja huomioitu ja tämän seuraavan vuorovaikutuksellisen hetken tulisi jälleen tuottaa arvon kokemuksia. Kaupallisen tutkimuksen mukaan jopa 82% asiakkaista on sitä mieltä, että kokemus asiakkaana on yhtä tärkeä kuin ostettava tuote tai palvelu (Sales Force Research, 2018).

Miten tähän kaikkeen pitäisi suhtautua myynnissä modernilla aikakaudella? Mikä on myyjän rooli asiakaskokemuksen rakentajana? Mitä tänä päivänä tekee modernin myynnin ammattilainen?

Asiakaskokemus on osa modernia myyntiä. Ja asiakas on ihminen. Nämä kaksi ulottuvuutta yhdistämällä ei voi kuin onnistua.

Pia Hautamäki
Yliopettaja, myynnin tohtori
Y-kampus Tampereen ammattikorkeakoulu
#myynti #kasvu #johtajuus

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