销售漏斗——一种市场分析工具

Olga Krause, I. Pinyak
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引用次数: 1

摘要

本文致力于确定构建销售隧道这一营销工具工具的实用价值原理。销售是任何企业成功的关键,销售是各级管理层最重要的研究和决策任务。有效的销售管理实践对于公司竞争和营销战略的成功至关重要。销售漏斗是一种针对客户的营销模式,它准确地展示了客户购买产品之前的所有阶段。分析客户的行为、动机,在每个阶段的漏斗,使得有可能调整客户的行为,不显眼地刺激购买兴趣。销售漏斗这个词是1898年由美国广告主伊莱亚斯·圣·埃尔莫·刘易斯提出的。销售漏斗的实用价值在于,它允许识别主要阶段,定义客户在每个阶段的行为特征,接受营销技巧,并成为这种分析的基础,以构建与客户的沟通。研究表明,在销售渠道的每个阶段,客户的行为和动机是不同的,他们会转移到渠道的下一个阶段。本文考虑了马斯洛的经典需求层次和所提出的排列的附加层次。马斯洛金字塔的原则使我们有可能制定出商业和销售的几个基本需求,它们是推动客户进行购买的因素。可以肯定的是,确定潜在客户的真正需求是至关重要的,并以此为基础,通过强有力的论据来建立沟通,这可能会引起客户的兴趣,并鼓励他购买产品。考虑了一个五层销售漏斗的例子,客户行为的特殊性和漏斗每个阶段的近似营销措施集进行了调查。确定了经典销售漏斗的特征。第一阶段和第五阶段的平均比例已确定为1:10。因此,如果比例较大,必须找到原因,并采取营销措施,如果比例较低,这是一个很好的销售管理。考虑了网络商店销售漏斗的特殊性,概述了漏斗各阶段的任务和营销工具。营销分析是为了最大限度地利用资源,以及优化现有的营销和销售流程。这种分析还可以确定在销售链的哪个位置失去了转换机会,以及如何将其移除。销售渠道转化率用于衡量业务成功和定义营销部门的任务。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Sales funnel – a marketing analytic tool
The article is dedicated to determining the practical value of the principles of building such a marketing tool instrument as a sales tunnel. Sales are key to the success of any enterprise, sales are the most important task, research and decision-making at all levels of management. Efficient sales management practices are essential for the success of competitive and marketing strategy of the company. Sales funnel is a marketing model aimed at the client which accurately demonstrates all stages of customer promotion before purchase of a product. Analysis of client behavior, motivation, at each stage of the funnel, makes it possible to adjust the behavior of the client, unobtrusively stimulate interest in buying. The very term of the sales funnel was proposed by American advertiser Elias Saint-Elmo Lewis in 1898. The practical value of the sales funnel is that it allows to identify major stages, define the characteristics of the client’s behavior at each stage, accept marketing techniques, and becomes the basis of this analysis to construct a communication with a client. It is researched that at each stage of sales funnels customers differ in behavior and motivation to move on to the next stage of the funnel. The article considers the classical hierarchy of needs for A. Maslow and additional levels to the proposed permutation. The principles of the Maslow pyramid make it possible to formulate several basic needs for business and sales, they’re the ones that push the client to make the purchase. It is confirmed that it is essential to determine the true need of a potential client and building on it to build communication by making strong arguments, which may interest the customer and encourage him to buy the product. An example of a five-level sales funnel is considered, the specificity of the client’s behavior and an approximate set of marketing measures at each stage of the funnel is investigated. Features of classic sales funnel are identified. The average ratio of the first and fifth stages of the funnel has been determined to be 1:10. Accordingly, if the ratio is greater, one must find the cause and pick it up with marketing measures, if the ratio is lower, it’s a very good management of sales. The peculiarity of the sales funnel for an Internet store is considered, task and marketing tools at each stage of the funnel are outlined. Sales marketing analysis is carried out to maximize the use of resources, as well as optimally structuring existing marketing and sales processes. This analysis also makes it possible to determine, where it is in the sales chain that the conversion opportunity is lost and how it can be removed. The sales funnel conversion rate is used to measure business success and defining the tasks of the marketing department.
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