{"id":1034,"date":"2018-06-05T17:42:10","date_gmt":"2018-06-05T17:42:10","guid":{"rendered":"https:\/\/innovationlab.net\/?p=1034"},"modified":"2018-06-05T17:42:10","modified_gmt":"2018-06-05T17:42:10","slug":"den-perfekte-leverandoer","status":"publish","type":"post","link":"https:\/\/innovationlab.dk\/blog\/den-perfekte-leverandoer\/","title":{"rendered":"3 simple trin: Den perfekte leverand\u00f8r"},"content":{"rendered":"

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B2B – business to business – d\u00e6kker handel mellem virksomheder. I mods\u00e6tning til handel mellem en virksomhed og en forbruger (B2C), handler det for de fleste, som indg\u00e5r i dette forhold, om, at levere de mest optimale l\u00f8sninger til dem, som skal videres\u00e6lge dette til en given slutbruger. Arbejder du f.eks. ved Thise, leverer du s\u00e5ledes dit produkt til Coop, hvor jeg som forbruger k\u00f8ber min daglige m\u00e6lk. Umiddelbart et ganske simpelt forhold i en – \u00f8jensynlig – kort v\u00e6rdik\u00e6de. Problemet er bare, at k\u00e6den for en B2B virksomhed slet ikke er s\u00e5 kort, som mange leverand\u00f8rer tror – dit salgsarbejde stopper nemlig ikke f\u00f8r din slutbruger har drukket din m\u00e6lk og er tilfreds. Koden til succes? Et t\u00e6t samarbejde med din B2B kunde om at skabe produkter og services med et kunde-centrisk fokus.<\/p>\n

De fleste l\u00e6rer v\u00e6rdien af \u200b\u200bsamarbejde allerede som b\u00f8rn – i hjemmet har man faste maddage og til fodbold vinder du ikke, hvis du ikke spiller bolden til din holdkammerat. De fleste virksomheder anerkender ligeledes behovet for at fremme samarbejde i deres organisationer, hvor co-creation p\u00e5 tv\u00e6rs af afdelinger er blevet en selvf\u00f8lgelighed. Men jeg oplever tit, at samme ikke g\u00f8r sig g\u00e6ldende i leverand\u00f8rsamarbejdet. Det kan resultere i kunder, der ikke forst\u00e5r, hvorfor m\u00e6lken pludselig smager anderledes og, i v\u00e6rste fald, ende med, at jeg som slutbruger k\u00f8ber min m\u00e6lk et andet sted. Og s\u00e5 er den kunde mistet b\u00e5de for forhandleren og leverand\u00f8ren.<\/p>\n\n <\/div>

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Guldet ligger for enden af v\u00e6rdik\u00e6den<\/h3>\n

Flere unders\u00f8gelser peger p\u00e5, at jeg ikke er alene i min betragtning i, at hullet mellem kunders forventninger og (manglende) samarbejde mellem leverand\u00f8r og forhandler skal lukkes. En nylig unders\u00f8gelse<\/a> omkring Supplier Collaboration viser s\u00e5ledes, at selvom over en tredjedel af respondenterne sagde, at de samarbejdede med leverand\u00f8rer, kunne f\u00e6rre end 10 % demonstrere dette – og at dem, der samarbejdede og havde fokus p\u00e5 slutbrugeren oplevede en v\u00e6kst, som var dobbelt s\u00e5 stor som deres konkurrenter.<\/p>\n\n <\/div>

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\n \"Kunder\n
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Det siger sig selv, at man som leverand\u00f8r opn\u00e5r den st\u00f8rste succes, hvis man genovervejer karakteren af sit strategiske forhold til forhandleren og i samskabelse laver produkter, som kunden vil k\u00f8be – at se v\u00e6rdik\u00e6den som \u00e9n organisme, der arbejder ud fra samme m\u00e5l. Og det \u00e9r ogs\u00e5 det, man som leverand\u00f8r skal str\u00e6be imod. Men der findes simplere metoder til at komme i gang med at blive den perfekte leverand\u00f8r og n\u00e5 guldet for enden af v\u00e6rdik\u00e6den. Her er 3 simple trin:<\/p>\n<\/div>\n <\/div>\n <\/div>\n

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Identific\u00e9r din kundes kunder.<\/strong> Hvem er de? Hvad v\u00e6gter, n\u00e5r de k\u00f8ber det produkt, som du er leverand\u00f8r til? Hvad v\u00e6gter de, n\u00e5r de k\u00f8ber lignende produkter? Hvordan skal du kommunikere med dem b\u00e5de skriftligt og visuelt, for at f\u00e5 deres opm\u00e6rksomhed? I dette trin har vi god erfaring med at lave personaer og kunderejser<\/a>.<\/p>\n\n <\/div>

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Find frem til, hvad I kan g\u00f8re med jeres delleverance, s\u00e5 slutproduktet bliver endnu bedre<\/strong>. Hold jeres data op imod den data, som I eventuelt har samlet ved at lave en survey blandt slutbrugerne, og se, hvor der er plads til justeringer. Det kan jo v\u00e6re, at du opn\u00e5r mersalg, hvis du \u00e6ndrer farven i din leverance fra gr\u00f8n til r\u00f8d.<\/p>\n\n <\/div>

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Just\u00e9r dine produkter og send dem p\u00e5 markedet<\/strong>. Jo hurtiger du f\u00e5r testet dine id\u00e9er, jo hurtigere kan du tr\u00e6kke dem ind i loopet igen og justere igen p\u00e5 baggrund af feedback. Husk at v\u00e6re gennemsigtig i dine valg overfor forhandleren – det er i sidste ende dem, der skal s\u00e6lge din m\u00e6lk for dig, s\u00e5 hvis ikke de er kl\u00e6dt ordentlig p\u00e5 til salgsopgaven, kan dine \u00e6ndringer nemt falde til jorden.<\/p>\n\n <\/div>

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Ovenst\u00e5ende simple trin kr\u00e6ver ikke mange timers dedikeret arbejde, f\u00f8r du har et resultat. N\u00e5r du – og dine medarbejdere – oplever succes, kan du eventuelt udvide processen og begynde et t\u00e6ttere samarbejde med din forhandler. Her kan du eventuelt lade dig inspirere af IBM, som har haft stor succes med deres Customer Lab<\/a>, hvor forskere fra IBM og deres forhandlere samarbejder om at levere systemer, der l\u00e6rer og tilpasser sig hver enkelt slutbrugers behov – eller Ford, som sidste \u00e5r annoncerede<\/a>, at de, ved at dele mere end 350 best practice erfaringer med deres leverand\u00f8rer, nu bl.a. er p\u00e5 vej mod at mindske deres kv\u00e6lstofudslip med 500.000 ton.<\/p>\n

I New Sales by Innovation Lab har vi god erfaring med at h\u00f8jne salget hos leverand\u00f8r-virksomheder ved at analysere deres kunders kunder gennem en simpel model. Hvis du er interesseret i at vide mere om, hvordan vi g\u00f8r – eller h\u00f8re, hvordan modellen kan bruges i din organisation samt f\u00e5 et indblik i, hvad det kan betyde p\u00e5 din bundlinje som leverand\u00f8r, kan jeg kontaktes p\u00e5 perlolk@ilab.dk<\/a>, Jeg deler gerne mine personlige best practice r\u00e5d og erfaringer i rejsen mod at blive den perfekte (behovs-centriske) leverand\u00f8r – s\u00e5 du undg\u00e5r sure kunder og sur m\u00e6lk!<\/p>\n\n <\/div>[\/vc_column][\/vc_row]<\/p>\n<\/section>","protected":false},"excerpt":{"rendered":"

Flere unders\u00f8gelser peger p\u00e5, at slutbrugeren v\u00e6gter kvalitet frem for pris. Som B2B leverand\u00f8r kan du booste din forretningsmodel markant, hvis du tager har \u00f8jet p\u00e5 m\u00e5let – dine kunders kunder – i stedet for bolden. Men hvordan?<\/p>\n","protected":false},"author":12,"featured_media":1036,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":"","_jetpack_memberships_contains_paid_content":false},"categories":[11],"tags":[194,193,74],"acf":[],"yoast_head":"\n3 simple trin: Den perfekte leverand\u00f8r - Innovation Lab<\/title>\n<meta name=\"description\" content=\"Som B2B leverand\u00f8r kan du booste din forretningsmodel markant, hvis du tager har \u00f8jet p\u00e5 m\u00e5let - dine kunders kunder - i stedet for bolden. Men hvordan? 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