When negotiating, it pays to know your customer [#academic #negotiation #customer] (22/02/2016)
Une fois n'est pas coutume, nous avons choisi de donner de la visibilité à un article de recherche universitaire concernant la négociation dans un contexte de vente de véhicules.
L'une des recommandations fortes de notre ouvrage, le #marketingdelagrenouille aux éditions #kawa, pour s'adapter au nouveau profil de négociateur du client d'aujourd'hui est de former les vendeurs à l'art de la négociation, en leur donnant non seulement l'autonomie pour négocier mais également la formation leur permettant d'apprécier la sensibilité au prix (ou à d'autres arguments) du client potentiel. Une stratégie payante selon trois universitaires de l'Université allemande de Bochum : lorsque le vendeur sait identifier le degré de sensibilité au prix de son client, l'économie générée sur le discount accordé au final est en moyenne de $616 dollars par véhicule vendu.
A new study of the time-honored tradition of haggling over new car prices shows that sales personnel who are trained to understand a customer's price sensitivity will strike a better deal for their employers.
Three faculty members from the sales and marketing department of the University of Bochum, Germany, investigated how well car salespeople were able to judge how important price was to their customers and what difference that made to the outcome of the negotiations.
In their paper, "Saving on Discounts through Accurate Sensing - Salespeople's Estimations of Customer Price Importance and Their Effects on Negotiation Success," forthcoming in the March 2016 issue of the Journal of Retailing, the professors - Sascha Alavi, Jan Wieseke, and Jan H. Guba - showed that salespeople who could accurately gauge their customers' focus on non-monetary benefits versus price were able to reduce the discounts they granted by an average of $616 per transaction. If they were given incentives to boost revenues, they performed especially well. "Accurate sensing of a customer's sensitivity to price helps salespeople to grant a discount that is on average 1.96 percent less, while maintaining the customer's purchase intention," they write.
Retrouvez plus d'info dans l'ouvrage le #marketingdelagrenouille aux éditions #kawa :
- POUR PRENDRE CONNAISSANCE DES MEILLEURES PAGES DE L'OUVRAGE : LES MEILLEURES PAGES
- POUR COMMANDER L'OUVRAGE LE #MARKETINGDELAGRENOUILLE AUX ÉDITIONS #KAWA : SITE DE L'ÉDITEUR
10:30 | Tags : negotiation, borchum, marketingdelagrenouille, kawa | Lien permanent | Commentaires (0)