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Er salgskunnskaper en avgjørende faktor for å bli en suksessfull entreprenør?
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Title:
Er salgskunnskaper en avgjørende faktor for å bli en suksessfull entreprenør?
Author:
Rein, Øyvind Arnesen
;
Stensrud, Eirik Brandt
Subjects:
Entrepreneurial Selling
;
Entrepreneurship
;
Entreprenørskap
;
Sales
;
Sales Psychology
;
Salg
;
Salgskunnskaper
;
Salgspsykologi
;
Selling
Description:
“Salg er viktigst av alt, punktum! Selger man ikke, stopper bedriften opp og går konkurs!” - John Brendmoe "Halvparten av de kreative ressursene i en startup bør vies til salg og markedsføring." - Geir Førre Hvorfor blir noen entreprenører høyst suksessfulle mens andre feiler og hva skal til for å bli en millionær eller milliardær entreprenør? Kan dette ha en sammenheng med entreprenørenes salgskunnskaper og evner til å selge? I dette studiet vil vi vise hvilke salgskunnskaper og salgsstrategier norske millionær og milliardær entreprenører besitter og benytter seg av, og samtidig stille spørsmål til om disse har vært avgjørende for deres suksess. Ved å lese dette studiet vil du få innsikt i hva suksessfulle entreprenører tenker, sier og gjør for å lykkes i alle deler av en salgsprosess. Dette gjør du ved å få innsikt i hvordan suksessfulle entreprenører tenker når de identifiserer og velger ut sine beste potensielle kunder, før de tar kontakt med disse, setter opp avtaler, og til slutt overbeviser disse om å gå fra å være potensielle til betalende kunder. Du vil videre få innsikt i entreprenørenes fokus på viktigheten av å styrke troverdigheten ved å overholde lovnader, levere innenfor gitte rammer, i tillegg til å ha kontinuerlig fokus på å gi kunden mest mulig verdi. Entreprenørene utdyper sine målsetninger om å bygge langsiktige fruktbare relasjoner, og hvordan dette kan gjøres ved å bygge troverdighet, skape tillit, bygge referanser og vennskap til kunder. Studiet baserer seg på rammeverket Six Phases of Yes fra den nylig publisert boken Entrepreneurial Selling: The Facts Every Entrepreneur Must Know. Boken er forfattet av Prof. Vincent Onyemah og Prof. Martha Rivera-Pesquera, ledende forskere på feltet salg og entreprenørskap fra henholdsvis verdens ledende universitet på entreprenørskapsforskning, Babson College i USA og IPADE Business School i Mexico. Det teoretiske rammeverket blir sett opp mot annen forskningsbasert salgslitteratur fra kjente forfattere som Steve Blank, Bob Dorf, Craig Worthmann, Waverly Deutsch, og flere. I tillegg blir det teoretiske rammeverket sett opp mot ikke-forskningsbasert litteratur fra flere høyst suksessfulle guruer innen salg, salgspsykologi og salgsteknikker. Dette inkluderer kjente navn som Zig Ziglar, Brian Tracy, Tony Robbins, og Bob Burg. Hvordan entreprenører arbeider med salg og hvilke kunnskaper de har om salg kan foreløpig fremstå som mangelfull, ut ifra tilgjengelig forskning. Vi ønsker med dette studiet å bidra til å dekke dette kunnskapsgapet. Studiet ønsker i tillegg å bidra til å identifisere om det er nødvendig å utvikle kunnskaper og ferdigheter om salg for å lykkes som entreprenør. Studiet følger et kvalitativt, fenomenologisk fler-case design. Samlet danner dette grunnlaget for følgende problemstilling: “Er salgskunnskaper en avgjørende faktor for å bli en suksessfull entreprenør?” "Sales the most important thing, period! If you do not sell, the company stops and goes bankrupt! " - John Brendmoe "Half of the creative resources in a startup should be devoted to sales and marketing." - Geir Førre Why do some entrepreneurs achieve success while others fail, and what does it take to become a millionaire or billionaire entrepreneur? Could this be related to the entrepreneurs' sales knowledge and ability to sell? In this study, we will show which sales knowledge and sales strategies Norwegian millionaire and billionaire entrepreneurs possess, and research whether these have been crucial to their success. By reading this study you will gain insight into what successful entrepreneurs think, say and do, to succeed in all parts of a sales process. This enables you to understand how successful entrepreneurs think when they identify and qualify their best potential customers, before they contact them, set up appointments, and ultimately convince them to go from being potential to buying customers. You will thereafter comprehend the entrepreneurs' focus on the importance of building credibility by keeping promises, delivering by the agreed quality, as well as having continuous focus on giving value to the customer. The entrepreneurs elaborate their goals of building long-term fruitful relationships, and explain how this can be done by building credibility, trust, references and friendships with customers. The study is based on the Six Phases of Yes framework from the recently published book Entrepreneurial Selling: The Facts Every Entrepreneur Must Know. The book is written by Prof. Vincent Onyemah and Prof. Martha Rivera-Pesquera, leading researchers in the field of sales and entrepreneurship from the world's leading university on entrepreneurship research, Babson College, USA, and IPADE Business School, Mexico. The theoretical framework is reviewed up against other research-based sales literature from well-known authors such as Steve Blank, Bob Dorf, Craig Worthmann, Waverly Deutsch, and more. In addition, the theoretical framework is reviewed up against non-research-based literature from several highly successful gurus in sales, sales psychology and sales techniques. This includes famous names like Zig Ziglar, Brian Tracy, Tony Robbins, and Bob Burg. How entrepreneurs work with sales and what knowledge they have about sales can currently appear to be inadequate, based on available research. With this study, we strive to help fill this knowledge gap. In addition, the study strives to help to tell if it is necessary to develop knowledge and skills about sales in order to succeed as a contractor. The study follows a qualitative, phenomenological multi-case design. Summarized, this forms the basis for the following research question: "Are sales skills a crucial factor to become a successful entrepreneur?" M-EI
Publisher:
Norwegian University of Life Sciences, Ås
Creation Date:
2017
Language:
Norwegian;Bokmål, Norwegian
Source:
Brage Consortium Repository
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