{"id":15090,"date":"2026-08-20T11:15:01","date_gmt":"2026-08-20T09:15:01","guid":{"rendered":"https:\/\/topdigital.com.ua\/bez-kategoriyi\/jak-vytvorit-obchodni-oddeleni-ve-firme-podrobny-navod-pro-firmy\/"},"modified":"2026-08-20T11:15:01","modified_gmt":"2026-08-20T09:15:01","slug":"jak-vytvorit-obchodni-oddeleni-ve-firme-podrobny-navod-pro-firmy","status":"publish","type":"post","link":"https:\/\/topdigital.com.ua\/cs\/blog\/jak-vytvorit-obchodni-oddeleni-ve-firme-podrobny-navod-pro-firmy\/","title":{"rendered":"Jak vytvo\u0159it obchodn\u00ed odd\u011blen\u00ed ve firm\u011b: podrobn\u00fd n\u00e1vod pro firmy"},"content":{"rendered":"<p>Obchodn\u00ed odd\u011blen\u00ed je jedn\u00edm z kl\u00ed\u010dov\u00fdch prvk\u016f ka\u017ed\u00e9 firmy, kter\u00e1 chce trvale p\u0159itahovat z\u00e1kazn\u00edky a zvy\u0161ovat tr\u017eby. Ani siln\u00fd produkt nezaru\u010duje vysok\u00e9 prodeje, pokud spole\u010dnost nem\u00e1 jasn\u00fd syst\u00e9m pro pr\u00e1ci s potenci\u00e1ln\u00edmi z\u00e1kazn\u00edky.<\/p>\n<p>V ur\u010dit\u00e9m okam\u017eiku u\u017e majitel firmy nem\u00e1 \u010das sou\u010dasn\u011b vyhled\u00e1vat klienty, odpov\u00eddat na zpr\u00e1vy, v\u00e9st jedn\u00e1n\u00ed, p\u0159ipravovat obchodn\u00ed nab\u00eddky a sledovat platby. Tehdy vznik\u00e1 pot\u0159eba vytvo\u0159it syst\u00e9m <strong>obchodn\u00ed odd\u011blen\u00ed<\/strong>.<\/p>\n<p>Ale najmout jen p\u00e1r mana\u017eer\u016f nesta\u010d\u00ed. Efektivn\u00ed obchodn\u00ed odd\u011blen\u00ed je syst\u00e9m, kter\u00fd m\u00e1 jasn\u00e9 role, standardy, CRM, skripty, KPI, kontrolu a jasn\u00fd proces od prvn\u00edho kontaktu a\u017e po uzav\u0159en\u00ed obchodu.<\/p>\n<p>V tomto \u010dl\u00e1nku si rozebereme, jak spr\u00e1vn\u011b vybudovat obchodn\u00ed odd\u011blen\u00ed ve firm\u011b a jak\u00fdm chyb\u00e1m se vyhnout.<\/p>\n<h3>Co je to obchodn\u00ed odd\u011blen\u00ed?<\/h3>\n<p>Obchodn\u00ed odd\u011blen\u00ed je t\u00fdm a procesn\u00ed syst\u00e9m zodpov\u011bdn\u00fd za p\u0159em\u011bnu lead\u016f na kupuj\u00edc\u00ed.<\/p>\n<p>Jeho \u00fakoly mohou zahrnovat:<\/p>\n<ul>\n<li>zpracov\u00e1n\u00ed p\u0159\u00edchoz\u00edch \u017e\u00e1dost\u00ed;<\/li>\n<li>hled\u00e1n\u00ed nov\u00fdch z\u00e1kazn\u00edk\u016f;<\/li>\n<li>veden\u00ed konzultac\u00ed;<\/li>\n<li>prezentace produktu;<\/li>\n<li>pr\u00e1ce s n\u00e1mitkami;<\/li>\n<li>p\u0159\u00edprava obchodn\u00edch nab\u00eddek;<\/li>\n<li>rozhovory;<\/li>\n<li>uzav\u00edr\u00e1n\u00ed smluv;<\/li>\n<li>kontrola plateb;<\/li>\n<li>opakovan\u00e9 prodeje;<\/li>\n<li>vr\u00e1cen\u00ed zbo\u017e\u00ed z\u00e1kazn\u00edky;<\/li>\n<li>udr\u017eov\u00e1n\u00ed klientsk\u00e9 z\u00e1kladny.<\/li>\n<\/ul>\n<p>V mal\u00e9 firm\u011b m\u016f\u017ee v\u0161echny tyto funkce vykon\u00e1vat jeden mana\u017eer nebo majitel. S r\u016fstem firmy by m\u011bly b\u00fdt procesy rozd\u011bleny mezi samostatn\u00e9 specialisty.<\/p>\n<h3>Kdy firma pot\u0159ebuje obchodn\u00ed odd\u011blen\u00ed?<\/h3>\n<p>Neexistuje univerz\u00e1ln\u00ed fluktuace ani po\u010det zam\u011bstnanc\u016f, po jeho\u017e dosa\u017een\u00ed je nutn\u00e9 vytvo\u0159it obchodn\u00ed odd\u011blen\u00ed.<\/p>\n<p>Pot\u0159eba vznik\u00e1, kdy\u017e se prodej stane systematick\u00fdm procesem, kter\u00fd je pro jednu osobu obt\u00ed\u017en\u00e9 kvalitativn\u011b \u0159\u00eddit.<\/p>\n<p>Mezi p\u0159\u00edznaky m\u016f\u017ee pat\u0159it:<\/p>\n<ul>\n<li>velk\u00e9 mno\u017estv\u00ed p\u0159\u00edchoz\u00edch \u017e\u00e1dost\u00ed;<\/li>\n<li>ztr\u00e1ta potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f;<\/li>\n<li>mana\u017ee\u0159i reaguj\u00ed se zpo\u017ed\u011bn\u00edm;<\/li>\n<li>majitel uzav\u00edr\u00e1 v\u011bt\u0161inu obchod\u016f s\u00e1m;<\/li>\n<li>neexistuje jednotn\u00e1 z\u00e1kaznick\u00e1 z\u00e1kladna;<\/li>\n<li>nikdo nezn\u00e1 p\u0159esn\u00fd po\u010det aktivn\u00edch lead\u016f;<\/li>\n<li>\u017e\u00e1dn\u00e1 kontrola opakovan\u00fdch kontakt\u016f;<\/li>\n<li>prodej siln\u011b z\u00e1vis\u00ed na konkr\u00e9tn\u00edm mana\u017eerovi;<\/li>\n<li>neexistuje \u017e\u00e1dn\u00e1 progn\u00f3za p\u0159\u00edjm\u016f;<\/li>\n<li>spole\u010dnost se chce roz\u0161i\u0159ovat.<\/li>\n<\/ul>\n<p>Pokud se po\u010det z\u00e1kazn\u00edk\u016f zvy\u0161uje a syst\u00e9m prodeje z\u016fst\u00e1v\u00e1 stejn\u00fd, podnik postupn\u011b za\u010d\u00edn\u00e1 ztr\u00e1cet pen\u00edze.<\/p>\n<h2>Krok 1. Ur\u010dete si sv\u016fj prodejn\u00ed model<\/h2>\n<p>Ne\u017e za\u010dnete naj\u00edmat mana\u017eery, mus\u00edte pochopit, <strong>jak p\u0159esn\u011b firma prod\u00e1v\u00e1<\/strong>.<\/p>\n<p>Prodej m\u016f\u017ee b\u00fdt:<\/p>\n<ul>\n<li>B2C;<\/li>\n<li>B2B;<\/li>\n<li>online;<\/li>\n<li>offline;<\/li>\n<li>telefonicky;<\/li>\n<li>prost\u0159ednictv\u00edm posl\u016f;<\/li>\n<li>prost\u0159ednictv\u00edm webov\u00fdch str\u00e1nek;<\/li>\n<li>prost\u0159ednictv\u00edm soci\u00e1ln\u00edch s\u00edt\u00ed;<\/li>\n<li>prost\u0159ednictv\u00edm studen\u00e9ho vyhled\u00e1v\u00e1n\u00ed;<\/li>\n<li>prost\u0159ednictv\u00edm partner\u016f;<\/li>\n<li>kombinovan\u00fd.<\/li>\n<\/ul>\n<p>Nap\u0159\u00edklad prodej levn\u00e9ho produktu prost\u0159ednictv\u00edm internetov\u00e9ho obchodu a prodej firemn\u00ed slu\u017eby za n\u011bkolik tis\u00edc dolar\u016f vy\u017eaduje zcela odli\u0161n\u00e9 procesy.<\/p>\n<p>U komplexn\u00edho produktu B2B m\u016f\u017ee z\u00e1kazn\u00edk od prvn\u00edho kontaktu k uzav\u0159en\u00ed smlouvy ub\u011bhnout n\u011bkolik t\u00fddn\u016f nebo m\u011bs\u00edc\u016f. U n\u00e1kupu B2C m\u016f\u017ee tato cesta trvat n\u011bkolik minut.<\/p>\n<p>Struktura obchodn\u00edho odd\u011blen\u00ed proto mus\u00ed odpov\u00eddat obchodn\u00edmu modelu.<\/p>\n<h2>Krok 2. Popi\u0161te sv\u00e9ho c\u00edlov\u00e9ho z\u00e1kazn\u00edka<\/h2>\n<p>Mana\u017eer nebude schopen efektivn\u011b prodat produkt, pokud samotn\u00e1 spole\u010dnost nech\u00e1pe, kdo ho pot\u0159ebuje.<\/p>\n<p>Je nutn\u00e9 ur\u010dit:<\/p>\n<ul>\n<li>kdo je v\u00e1\u0161 klient;<\/li>\n<li>jak\u00e9 jsou jeho pot\u0159eby;<\/li>\n<li>jak\u00fd probl\u00e9m produkt \u0159e\u0161\u00ed;<\/li>\n<li>co ovliv\u0148uje rozhodnut\u00ed o koupi;<\/li>\n<li>jak\u00e9 n\u00e1mitky vznikaj\u00ed;<\/li>\n<li>kdo rozhoduje;<\/li>\n<li>pro\u010d by si z\u00e1kazn\u00edk mohl vybrat konkurenci.<\/li>\n<\/ul>\n<p>\u010c\u00edm l\u00e9pe t\u00fdm rozum\u00ed klientovi, t\u00edm snaz\u0161\u00ed je vybudovat spr\u00e1vnou komunikaci.<\/p>\n<h2>Krok 3. Ur\u010dete strukturu obchodn\u00edho odd\u011blen\u00ed<\/h2>\n<p>Pro malou firmu posta\u010d\u00ed jednoduch\u00e1 struktura.<\/p>\n<p>Nap\u0159\u00edklad:<\/p>\n<p><strong>Obchodn\u00ed mana\u017eer \u2192 Obchodn\u00ed mana\u017ee\u0159i<\/strong><\/p>\n<p>Ve v\u011bt\u0161\u00ed spole\u010dnosti m\u016f\u017ee b\u00fdt struktura slo\u017eit\u011bj\u0161\u00ed:<\/p>\n<p><strong>Obchodn\u00ed mana\u017eer \u2192 Vedouc\u00ed t\u00fdm\u016f \u2192 Mana\u017ee\u0159i<\/strong><\/p>\n<p>A pro B2B spole\u010dnost mohou existovat samostatn\u00e9 role:<\/p>\n<ul>\n<li>generov\u00e1n\u00ed lead\u016f;<\/li>\n<li>Zvl\u00e1\u0161tn\u00ed pr\u00e1va vlastnictv\u00ed (D\u010cV);<\/li>\n<li>mana\u017eer prodeje;<\/li>\n<li>Spr\u00e1vce \u00fa\u010dtu;<\/li>\n<li>\u00dasp\u011bch z\u00e1kazn\u00edka;<\/li>\n<li>vedouc\u00ed odd\u011blen\u00ed.<\/li>\n<\/ul>\n<p>Nen\u00ed nutn\u00e9 hned vytv\u00e1\u0159et slo\u017eitou strukturu.<\/p>\n<p>Na za\u010d\u00e1tku je lep\u0161\u00ed vytvo\u0159it jednoduch\u00fd syst\u00e9m, kter\u00fd se d\u00e1 \u0161k\u00e1lovat s va\u0161\u00ed firmou.<\/p>\n<h2>Krok 4. Popi\u0161te prodejn\u00ed proces<\/h2>\n<p>Mana\u017eer mus\u00ed po obdr\u017een\u00ed \u017e\u00e1dosti jasn\u011b v\u011bd\u011bt, co m\u00e1 d\u011blat.<\/p>\n<p>Nap\u0159\u00edklad:<\/p>\n<p><strong>Nov\u00e1 \u017e\u00e1dost \u2192 kontakt s klientem \u2192 kvalifikace \u2192 prezentace \u2192 nab\u00eddka \u2192 vy\u0159\u00edzen\u00ed n\u00e1mitek \u2192 op\u011btovn\u00fd kontakt \u2192 platba \u2192 dal\u0161\u00ed prodej.<\/strong><\/p>\n<p>Tomu se \u0159\u00edk\u00e1 <strong>prodejn\u00ed trycht\u00fd\u0159<\/strong>.<\/p>\n<p>Pro ka\u017edou f\u00e1zi je t\u0159eba ur\u010dit:<\/p>\n<ul>\n<li>co by m\u011bl mana\u017eer ud\u011blat;<\/li>\n<li>kdy pot\u0159ebujete kontaktovat klienta;<\/li>\n<li>jak\u00e9 informace shroma\u017e\u010fovat;<\/li>\n<li>kdy p\u0159esunout leada do dal\u0161\u00ed f\u00e1ze;<\/li>\n<li>kdy pova\u017eovat obchod za prohran\u00fd.<\/li>\n<\/ul>\n<p>\u010c\u00edm p\u0159ehledn\u011bj\u0161\u00ed je proces, t\u00edm m\u00e9n\u011b z\u00e1kazn\u00edk\u016f se mezi f\u00e1zemi ztrat\u00ed.<\/p>\n<h2>Krok 5. Implementace CRM<\/h2>\n<p>CRM je jedn\u00edm ze z\u00e1kladn\u00edch n\u00e1stroj\u016f modern\u00edho obchodn\u00edho odd\u011blen\u00ed.<\/p>\n<p>V CRM m\u016f\u017eete ukl\u00e1dat:<\/p>\n<ul>\n<li>kontakty se z\u00e1kazn\u00edky;<\/li>\n<li>historie komunikace;<\/li>\n<li>aplikace;<\/li>\n<li>dohody;<\/li>\n<li>stavy;<\/li>\n<li>\u00fakol;<\/li>\n<li>hovory;<\/li>\n<li>obchodn\u00ed nab\u00eddky;<\/li>\n<li>d\u016fvody odm\u00edtnut\u00ed;<\/li>\n<li>informace o n\u00e1kupech.<\/li>\n<\/ul>\n<p>Hlavn\u00ed v\u00fdhodou CRM je, \u017ee firma ji\u017e nen\u00ed z\u00e1visl\u00e1 na pam\u011bti konkr\u00e9tn\u00edho mana\u017eera.<\/p>\n<p>Pokud zam\u011bstnanec odejde, z\u00e1kaznick\u00e1 z\u00e1kladna a historie komunikace z\u016fstanou ve firm\u011b.<\/p>\n<h3>CRM by m\u011blo spolupracovat s marketingem<\/h3>\n<p>Obzvl\u00e1\u0161t\u011b d\u016fle\u017eit\u00e9 je propojen\u00ed CRM s reklamn\u00edmi kan\u00e1ly.<\/p>\n<p>Nap\u0159\u00edklad spole\u010dnost m\u016f\u017ee vid\u011bt:<\/p>\n<p><strong>Reklama \u2192 aplikace \u2192 mana\u017eer \u2192 obchod \u2192 platba.<\/strong><\/p>\n<p>To v\u00e1m umo\u017en\u00ed pochopit, kter\u00e9 reklamn\u00ed kan\u00e1ly skute\u010dn\u011b generuj\u00ed p\u0159\u00edjmy.<\/p>\n<p>Bez takov\u00e9ho propojen\u00ed marketing a prodej \u010dasto funguj\u00ed odd\u011blen\u011b: market\u00e9\u0159i po\u010d\u00edtaj\u00ed objedn\u00e1vky a obchodn\u00ed odd\u011blen\u00ed po\u010d\u00edt\u00e1 platby.<\/p>\n<p>Ve skute\u010dnosti je t\u0159eba tato data slou\u010dit.<\/p>\n<h2>Krok 6. Vytvo\u0159te standardy pro pr\u00e1ci mana\u017eer\u016f<\/h2>\n<p>Spole\u010dnost mus\u00ed m\u00edt jasn\u00e1 pracovn\u00ed pravidla.<\/p>\n<p>Nap\u0159\u00edklad:<\/p>\n<ul>\n<li>jak rychle je t\u0159eba zpracovat novou \u017e\u00e1dost;<\/li>\n<li>kolikr\u00e1t se m\u00e1 opakovan\u011b kontaktovat;<\/li>\n<li>kdy volat;<\/li>\n<li>kdy napsat zpr\u00e1vu;<\/li>\n<li>jak zaznamenat v\u00fdsledek konverzace;<\/li>\n<li>kdy p\u0159esunout klienta do dal\u0161\u00ed f\u00e1ze;<\/li>\n<li>jak pracovat s neaktivn\u00edmi leady.<\/li>\n<\/ul>\n<p>To pom\u00e1h\u00e1 vytvo\u0159it stejn\u00fd standard slu\u017eeb bez ohledu na to, kter\u00fd mana\u017eer komunikuje se z\u00e1kazn\u00edkem.<\/p>\n<h2>Krok 7. Vypracujte prodejn\u00ed skripty<\/h2>\n<p>Sc\u00e9n\u00e1\u0159 nen\u00ed text, kter\u00fd by m\u011bl mana\u017eer mechanicky \u010d\u00edst slovo od slova.<\/p>\n<p>Spr\u00e1vn\u00fd sc\u00e9n\u00e1\u0159 je <strong>struktura konverzace<\/strong>, co\u017e pom\u00e1h\u00e1 mana\u017eerovi v\u00e9st dialog.<\/p>\n<p>M\u016f\u017ee zahrnovat:<\/p>\n<ul>\n<li>pozdrav;<\/li>\n<li>nav\u00e1z\u00e1n\u00ed kontaktu;<\/li>\n<li>identifikace pot\u0159eb;<\/li>\n<li>up\u0159es\u0148uj\u00edc\u00ed ot\u00e1zky;<\/li>\n<li>prezentace \u0159e\u0161en\u00ed;<\/li>\n<li>pr\u00e1ce s n\u00e1mitkami;<\/li>\n<li>n\u00e1vrh dal\u0161\u00edho kroku;<\/li>\n<li>konec konverzace.<\/li>\n<\/ul>\n<p>Nejlep\u0161\u00ed sc\u00e9n\u00e1\u0159e nech\u00e1vaj\u00ed mana\u017eera voln\u011b mluvit p\u0159irozen\u011b.<\/p>\n<h2>Krok 8. Pro\u0161kolen\u00ed mana\u017eer\u016f v prodeji na z\u00e1klad\u011b pot\u0159eb<\/h2>\n<p>Jednou z hlavn\u00edch chyb je, \u017ee mana\u017eer okam\u017eit\u011b za\u010dne mluvit o produktu.<\/p>\n<p>Ale klient chce v prvn\u00ed \u0159ad\u011b pochopit:<\/p>\n<p><strong>&quot;Co mi to d\u00e1?&quot;<\/strong><\/p>\n<p>Mana\u017eer proto mus\u00ed nejprve identifikovat pot\u0159ebu.<\/p>\n<p>Nap\u0159\u00edklad:<\/p>\n<p>&quot;Jak\u00fd v\u00fdsledek chcete dos\u00e1hnout?&quot;<\/p>\n<p>\u201eCo v\u00e1m v sou\u010dasn\u00e9 dob\u011b nejv\u00edce br\u00e1n\u00ed v \u0159e\u0161en\u00ed tohoto probl\u00e9mu?\u201c<\/p>\n<p>\u201eCo by pro v\u00e1s bylo krit\u00e9riem pro dobr\u00fd v\u00fdsledek?\u201c<\/p>\n<p>Pot\u00e9 se prezentace produktu st\u00e1v\u00e1 personalizovanou.<\/p>\n<h2>Krok 9. Stanoven\u00ed kl\u00ed\u010dov\u00fdch ukazatel\u016f v\u00fdkonnosti obchodn\u00edho odd\u011blen\u00ed<\/h2>\n<p>Pokud nejsou v\u00fdsledky pr\u00e1ce mana\u017eer\u016f m\u011b\u0159eny, je pro vedouc\u00edho obt\u00ed\u017en\u00e9 pochopit, kde p\u0159esn\u011b vznikaj\u00ed probl\u00e9my.<\/p>\n<p>Kl\u00ed\u010dov\u00e9 ukazatele v\u00fdkonnosti (KPI) mohou zahrnovat:<\/p>\n<ul>\n<li>po\u010det zpracovan\u00fdch lead\u016f;<\/li>\n<li>rychlost odezvy;<\/li>\n<li>po\u010det hovor\u016f;<\/li>\n<li>po\u010det kontakt\u016f;<\/li>\n<li>po\u010det sch\u016fzek;<\/li>\n<li>po\u010det obchodn\u00edch nab\u00eddek;<\/li>\n<li>p\u0159evod mezi f\u00e1zemi;<\/li>\n<li>po\u010det transakc\u00ed;<\/li>\n<li>pr\u016fm\u011brn\u00fd \u0161ek;<\/li>\n<li>p\u0159\u00edjmy;<\/li>\n<li>margin\u00e1ln\u00ed zisk;<\/li>\n<li>opakovan\u00e9 prodeje.<\/li>\n<\/ul>\n<p>Je d\u016fle\u017eit\u00e9 nenastavovat des\u00edtky ukazatel\u016f.<\/p>\n<p>Je lep\u0161\u00ed identifikovat n\u011bkolik kl\u00ed\u010dov\u00fdch ukazatel\u016f v\u00fdkonnosti (KPI), kter\u00e9 skute\u010dn\u011b ovliv\u0148uj\u00ed finan\u010dn\u00ed v\u00fdsledek.<\/p>\n<h2>Krok 10. Vytvo\u0159te motiva\u010dn\u00ed syst\u00e9m<\/h2>\n<p>Plat mana\u017eera se m\u016f\u017ee skl\u00e1dat z fixn\u00ed \u010d\u00e1sti a bonusu.<\/p>\n<p>Nap\u0159\u00edklad:<\/p>\n<p><strong>sazba + procento z prodeje + bonus za spln\u011bn\u00ed pl\u00e1nu.<\/strong><\/p>\n<p>Konkr\u00e9tn\u00ed syst\u00e9m z\u00e1vis\u00ed na obchodn\u00edm modelu.<\/p>\n<p>Pro mana\u017eera je d\u016fle\u017eit\u00e9 pochopit:<\/p>\n<ul>\n<li>za co dostane bonus;<\/li>\n<li>jak se vypo\u010d\u00edt\u00e1v\u00e1 pr\u00e9mie;<\/li>\n<li>co je t\u0159eba ud\u011blat pro realizaci pl\u00e1nu;<\/li>\n<li>jak\u00e9 v\u00fdsledky ovliv\u0148uj\u00ed jeho p\u0159\u00edjem.<\/li>\n<\/ul>\n<p>Motiva\u010dn\u00ed syst\u00e9m by m\u011bl stimulovat nejen po\u010det hovor\u016f, ale <strong>kvalitn\u00ed prodejn\u00ed a finan\u010dn\u00ed v\u00fdsledky<\/strong>.<\/p>\n<h2>Krok 11. Najm\u011bte si spr\u00e1vn\u00e9 lidi<\/h2>\n<p>Ani dokonale vybudovan\u00fd syst\u00e9m nebude fungovat bez spr\u00e1vn\u00fdch zam\u011bstnanc\u016f.<\/p>\n<p>P\u0159i naj\u00edm\u00e1n\u00ed mana\u017eera je d\u016fle\u017eit\u00e9 hodnotit nejen zku\u0161enosti.<\/p>\n<p>D\u016fle\u017eit\u00e9 m\u016f\u017ee b\u00fdt:<\/p>\n<ul>\n<li>dru\u017enost;<\/li>\n<li>poslechov\u00e9 dovednosti;<\/li>\n<li>schopnost kl\u00e1st ot\u00e1zky;<\/li>\n<li>discipl\u00edna;<\/li>\n<li>odolnost v\u016f\u010di stresu;<\/li>\n<li>orientace na v\u00fdsledek;<\/li>\n<li>schopnost u\u010dit se;<\/li>\n<li>kompetentn\u00ed \u0159e\u010d;<\/li>\n<li>odpov\u011bdnost.<\/li>\n<\/ul>\n<p>Zku\u0161enosti s prodejem jsou v\u00fdhodou, ale ne v\u017edy hlavn\u00edm krit\u00e9riem.<\/p>\n<h2>Krok 12. U\u010den\u00ed a adaptace<\/h2>\n<p>Nov\u00fd mana\u017eer by si nem\u011bl hned prvn\u00ed den vybudovat klientskou z\u00e1kladnu a pak se s n\u00ed v\u011bnovat individu\u00e1ln\u011b.<\/p>\n<p>Je pot\u0159eba adapta\u010dn\u00ed syst\u00e9m.<\/p>\n<p>M\u016f\u017ee zahrnovat:<\/p>\n<ul>\n<li>sezn\u00e1men\u00ed se s firmou;<\/li>\n<li>studie produktu;<\/li>\n<li>studium c\u00edlov\u00e9 skupiny;<\/li>\n<li>anal\u00fdza konkurence;<\/li>\n<li>studium CRM;<\/li>\n<li>\u0161kolen\u00ed v psan\u00ed skript\u016f;<\/li>\n<li>odposlouch\u00e1v\u00e1n\u00ed hovor\u016f;<\/li>\n<li>vyjedn\u00e1v\u00e1n\u00ed s vyu\u017eit\u00edm hran\u00ed rol\u00ed;<\/li>\n<li>testov\u00e1n\u00ed;<\/li>\n<li>pracovat pod dohledem mana\u017eera.<\/li>\n<\/ul>\n<p>To v\u00e1m umo\u017e\u0148uje zkr\u00e1tit dobu, kterou nov\u00fd zam\u011bstnanec pot\u0159ebuje k dosa\u017een\u00ed v\u00fdsledk\u016f.<\/p>\n<h2>Krok 13. Sledujte kvalitu prodeje<\/h2>\n<p>Obchodn\u00ed mana\u017eer by se nem\u011bl d\u00edvat pouze na po\u010det obchod\u016f.<\/p>\n<p>Je nutn\u00e9 pravideln\u011b analyzovat:<\/p>\n<ul>\n<li>hovory;<\/li>\n<li>korespondence;<\/li>\n<li>d\u016fvody odm\u00edtnut\u00ed;<\/li>\n<li>ztr\u00e1ta z\u00e1kazn\u00edk\u016f;<\/li>\n<li>konverze;<\/li>\n<li>pr\u00e1ce s n\u00e1mitkami;<\/li>\n<li>implementace standard\u016f;<\/li>\n<li>vypl\u0148ov\u00e1n\u00ed CRM.<\/li>\n<\/ul>\n<p>Pokud klesly tr\u017eby, je d\u016fle\u017eit\u00e9 mana\u017eerovi nejen \u0159\u00edct, aby \u201eprodal v\u00edce\u201c, ale naj\u00edt konkr\u00e9tn\u00ed d\u016fvod.<\/p>\n<h2>Jak\u00e9 ukazatele je t\u0159eba analyzovat?<\/h2>\n<p>Jednou z nejd\u016fle\u017eit\u011bj\u0161\u00edch metrik je <strong>konverze mezi f\u00e1zemi trycht\u00fd\u0159e<\/strong>.<\/p>\n<p>Nap\u0159\u00edklad:<\/p>\n<p>100 \u017e\u00e1dost\u00ed\u219370 kontakt\u016f\u219340 kvalifikovan\u00fdch z\u00e1kazn\u00edk\u016f\u219325 nab\u00eddek\u219310 prodej\u016f<\/p>\n<p>Pokud se prodej sn\u00ed\u017eil, m\u016f\u017eete analyzovat, v jak\u00e9 f\u00e1zi probl\u00e9m vznikl.<\/p>\n<p>Mo\u017en\u00e1 se sn\u00ed\u017eila kvalita lead\u016f. Nebo se mana\u017ee\u0159i zhor\u0161ili ve zpracov\u00e1n\u00ed \u017e\u00e1dost\u00ed. Nebo se zm\u011bnila nab\u00eddka.<\/p>\n<p>\u010c\u00edsla tedy pom\u00e1haj\u00ed naj\u00edt konkr\u00e9tn\u00ed p\u0159\u00ed\u010dinu.<\/p>\n<h2>Prodej a marketing mus\u00ed spolupracovat<\/h2>\n<p>Jedn\u00edm z nejv\u011bt\u0161\u00edch probl\u00e9m\u016f v podnik\u00e1n\u00ed je, kdy\u017e marketing a prodej existuj\u00ed odd\u011blen\u011b.<\/p>\n<p>Marketing \u0159\u00edk\u00e1:<\/p>\n<p>&quot;Podali jsme 500 \u017e\u00e1dost\u00ed.&quot;<\/p>\n<p>Prodej je zodpov\u011bdn\u00fd za:<\/p>\n<p>&quot;Tyto aplikace jsou nekvalitn\u00ed.&quot;<\/p>\n<p>A vznik\u00e1 konflikt.<\/p>\n<p>Ve skute\u010dnosti by ob\u011b odd\u011blen\u00ed m\u011bla pracovat na spole\u010dn\u00e9m v\u00fdsledku.<\/p>\n<p>Marketing je zodpov\u011bdn\u00fd za p\u0159il\u00e1k\u00e1n\u00ed potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f a obchodn\u00ed odd\u011blen\u00ed za jejich p\u0159em\u011bnu na obchody.<\/p>\n<p>K tomu je t\u0159eba pravideln\u011b analyzovat:<\/p>\n<ul>\n<li>odkud se vzal led;<\/li>\n<li>co mu p\u0159inesla reklama;<\/li>\n<li>kter\u00e9 leady l\u00e9pe konvertuj\u00ed;<\/li>\n<li>kolik prodej\u016f generuje ka\u017ed\u00fd kan\u00e1l;<\/li>\n<li>jak\u00fd CAC;<\/li>\n<li>jak\u00fd je pr\u016fm\u011brn\u00fd \u0161ek;<\/li>\n<li>co je n\u00e1vratnost investic do reklamy (ROAS);<\/li>\n<li>Jak\u00fd zisk kan\u00e1l p\u0159in\u00e1\u0161\u00ed?<\/li>\n<\/ul>\n<h3>Jak \u0161k\u00e1lovat obchodn\u00ed odd\u011blen\u00ed?<\/h3>\n<p>Jakmile je z\u00e1kladn\u00ed syst\u00e9m spu\u0161t\u011bn\u00fd a funk\u010dn\u00ed, m\u016f\u017eete p\u0159ej\u00edt ke \u0161k\u00e1lov\u00e1n\u00ed.<\/p>\n<p>Nap\u0159\u00edklad:<\/p>\n<ul>\n<li>zv\u00fd\u0161it po\u010det mana\u017eer\u016f;<\/li>\n<li>vytvo\u0159it samostatn\u00e9 t\u00fdmy;<\/li>\n<li>p\u0159idat vedouc\u00ed odd\u011blen\u00ed;<\/li>\n<li>automatizovat rutinn\u00ed procesy;<\/li>\n<li>implementovat telefonii;<\/li>\n<li>integrovat CRM;<\/li>\n<li>spustit nov\u00e9 prodejn\u00ed kan\u00e1ly;<\/li>\n<li>rozv\u00edjet opakovan\u00e9 prodeje;<\/li>\n<li>vytvo\u0159it partnersk\u00fd program.<\/li>\n<\/ul>\n<p>Hlavn\u00ed pravidlo je <strong>ne\u0161k\u00e1luj chaos<\/strong>.<\/p>\n<p>Pokud prodejn\u00ed proces nefunguje s t\u00fdmem dvou mana\u017eer\u016f, deset mana\u017eer\u016f ho neefektivn\u00ed.<\/p>\n<p>Nejprve je pot\u0159eba syst\u00e9m vybudovat a pak ho \u0161k\u00e1lovat.<\/p>\n<h2>\u010cast\u00e9 chyby p\u0159i vytv\u00e1\u0159en\u00ed obchodn\u00edho odd\u011blen\u00ed<\/h2>\n<h4>N\u00e1bor mana\u017eer\u016f bez syst\u00e9mu<\/h4>\n<p>P\u00e1r mana\u017eer\u016f bez CRM, KPI a standard\u016f netvo\u0159\u00ed obchodn\u00ed odd\u011blen\u00ed.<\/p>\n<h4>O\u010dek\u00e1v\u00e1n\u00ed, \u017ee se mana\u017eer bude u\u010dit s\u00e1m<\/h4>\n<p>Nov\u00fd zam\u011bstnanec pot\u0159ebuje produkt, standardy, skripty a adaptaci.<\/p>\n<h4>Nedostate\u010dn\u00e1 kontrola CRM<\/h4>\n<p>Pokud mana\u017ee\u0159i nezaznamen\u00e1vaj\u00ed informace o z\u00e1kazn\u00edc\u00edch, vedouc\u00ed nevid\u00ed skute\u010dnou situaci.<\/p>\n<h4>Zam\u011b\u0159en\u00ed pouze na po\u010det hovor\u016f<\/h4>\n<p>100 hovor\u016f je bezv\u00fdznamn\u00fdch, pokud nevedou ke kvalitn\u00edm lead\u016fm a prodej\u016fm.<\/p>\n<h4>\u017d\u00e1dn\u00e9 opakovan\u00e9 kontakty<\/h4>\n<p>N\u011bkte\u0159\u00ed z\u00e1kazn\u00edci nejsou p\u0159ipraveni nakupovat hned. Pokud se jim mana\u017eer neozve, spole\u010dnost ztr\u00e1c\u00ed potenci\u00e1ln\u00ed prodeje.<\/p>\n<h4>Nedostatek analytick\u00fdch n\u00e1stroj\u016f<\/h4>\n<p>Bez \u010d\u00edsel je nemo\u017en\u00e9 pochopit, co p\u0159esn\u011b je t\u0159eba zm\u011bnit.<\/p>\n<h2>Je mo\u017en\u00e9 vytvo\u0159it obchodn\u00ed odd\u011blen\u00ed od nuly?<\/h2>\n<p>Ano. Ale efektivn\u00ed obchodn\u00ed odd\u011blen\u00ed se netvo\u0159\u00ed n\u00e1borov\u00fdmi mana\u017eery, ale <strong>konstrukce syst\u00e9mu<\/strong>.<\/p>\n<p>Optim\u00e1ln\u00ed sekvence vypad\u00e1 n\u011bjak takto:<\/p>\n<p><strong>Obchodn\u00ed anal\u00fdza \u2192 c\u00edlov\u00e1 skupina \u2192 nab\u00eddka \u2192 trycht\u00fd\u0159 \u2192 CRM \u2192 standardy \u2192 skripty \u2192 KPI \u2192 motivace \u2192 n\u00e1bor \u2192 \u0161kolen\u00ed \u2192 kontrola \u2192 optimalizace.<\/strong><\/p>\n<p>Tento p\u0159\u00edstup umo\u017e\u0148uje postupn\u011b transformovat prodej z chaotick\u00e9ho procesu do \u0159\u00edzen\u00e9ho syst\u00e9mu.<\/p>\n<h2>Vytvo\u0159en\u00ed obchodn\u00edho odd\u011blen\u00ed ve spolupr\u00e1ci s TOP DIGITAL<\/h2>\n<p>V TOP DIGITAL pom\u00e1h\u00e1me firm\u00e1m nejen naj\u00edt mana\u017eery, ale <strong>vybudovat prodejn\u00ed syst\u00e9m<\/strong>, kter\u00fd spolupracuje s marketingem.<\/p>\n<p>M\u016f\u017eeme v\u00e1m pomoci s:<\/p>\n<ul>\n<li>anal\u00fdza st\u00e1vaj\u00edc\u00edho prodejn\u00edho syst\u00e9mu;<\/li>\n<li>v\u00fdvoj trycht\u00fd\u0159e;<\/li>\n<li>vytvo\u0159en\u00ed nab\u00eddky;<\/li>\n<li>tvorba skript\u016f;<\/li>\n<li>budov\u00e1n\u00ed struktury odd\u011blen\u00ed;<\/li>\n<li>Implementace CRM;<\/li>\n<li>nastaven\u00ed analytiky;<\/li>\n<li>v\u00fdvoj kl\u00ed\u010dov\u00fdch ukazatel\u016f v\u00fdkonnosti (KPI);<\/li>\n<li>motiva\u010dn\u00ed syst\u00e9m;<\/li>\n<li>automatizace;<\/li>\n<li>integrace marketingu a prodeje;<\/li>\n<li>\u0161kolen\u00ed mana\u017eer\u016f;<\/li>\n<li>optimalizace proces\u016f.<\/li>\n<\/ul>\n<p>Je obzvl\u00e1\u0161t\u011b d\u016fle\u017eit\u00e9, aby <strong>marketingov\u00e9 a obchodn\u00ed odd\u011blen\u00ed fungovalo jako jeden syst\u00e9m<\/strong>Reklama generuje popt\u00e1vku a spr\u00e1vn\u011b vybudovan\u00e9 obchodn\u00ed odd\u011blen\u00ed ji prom\u011b\u0148uje v pen\u00edze.<\/p>\n<h3>Z\u00e1v\u011br<\/h3>\n<p>Budov\u00e1n\u00ed prodejn\u00edho t\u00fdmu nen\u00ed jen o najmut\u00ed n\u011bkolika mana\u017eer\u016f.<\/p>\n<p>Jde o budov\u00e1n\u00ed syst\u00e9mu, ve kter\u00e9m ka\u017ed\u00fd zam\u011bstnanec rozum\u00ed sv\u00e9 roli, ka\u017ed\u00fd klient se \u0159\u00edd\u00ed p\u0159edv\u00eddatelnou cestou a mana\u017eer vid\u00ed v\u00fdsledky v \u010d\u00edslech.<\/p>\n<p><strong>CRM, trycht\u00fd\u0159, skripty, KPI, motivace, \u0161kolen\u00ed, kontrola a analytika<\/strong> \u2013 to jsou prvky, kter\u00e9 tvo\u0159\u00ed z\u00e1klad siln\u00e9ho obchodn\u00edho odd\u011blen\u00ed.<\/p>\n<p>Pokud je syst\u00e9m spr\u00e1vn\u011b vybudov\u00e1n, podnik p\u0159est\u00e1v\u00e1 b\u00fdt z\u00e1visl\u00fd pouze na majiteli nebo jednom \u201ehv\u011bzdn\u00e9m\u201c mana\u017eerovi a z\u00edsk\u00e1v\u00e1 mo\u017enost stabiln\u011b zvy\u0161ovat po\u010det z\u00e1kazn\u00edk\u016f a p\u0159\u00edjmy.<\/p>\n<h4>Chcete ve va\u0161\u00ed firm\u011b vybudovat obchodn\u00ed odd\u011blen\u00ed?<\/h4>\n<p>Kontaktujte n\u00e1s <strong>TOP DIGIT\u00c1LN\u00cd<\/strong>Pom\u016f\u017eeme v\u00e1m systematizovat prodej, vybudovat prodejn\u00ed trycht\u00fd\u0159, implementovat pot\u0159ebn\u00e9 n\u00e1stroje a propojit marketing a prodej do jednoho syst\u00e9mu.<\/p>\n<p><strong>TOP DIGITAL \u2014 budujeme systematick\u00fd prodej, kter\u00fd pom\u00e1h\u00e1 firm\u00e1m \u0161k\u00e1lovat se.<\/strong><\/p>\n<h2>Objednejte si obchodn\u00ed odd\u011blen\u00ed u TOP DIGITAL<\/h2>\n<p>Chcete, aby va\u0161e obchodn\u00ed odd\u011blen\u00ed fungovalo jako syst\u00e9m? TOP DIGITAL v\u00e1m pom\u016f\u017ee s automatizac\u00ed proces\u016f, skript\u016f a komunikace.<\/p>\n<p>V\u00edce o sm\u011bru &#8211; na str\u00e1nk\u00e1ch slu\u017eeb: <a href=\"https:\/\/topdigital.com.ua\/cs\/call-centrum-na-klic\/\">call centrum na kl\u00ed\u010d<\/a> a <a href=\"https:\/\/topdigital.com.ua\/cs\/vyvoj-chatbotu\/\">v\u00fdvoj chatbot\u016f<\/a>Je tak\u00e9 u\u017eite\u010dn\u00e9 si prohl\u00e9dnout <a href=\"https:\/\/www.salesforce.com\/resources\/articles\/sales-process\/\" target=\"_blank\" rel=\"noopener nofollow\">p\u0159ehled f\u00e1z\u00ed prodejn\u00edho procesu<\/a>.<\/p>\n<p><a href=\"https:\/\/topdigital.com.ua\/cs\/kontakty\/\">Zanechat po\u017eadavek<\/a>, a my najdeme \u0159e\u0161en\u00ed pro va\u0161i firmu.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Obchodn\u00ed odd\u011blen\u00ed je jedn\u00edm z kl\u00ed\u010dov\u00fdch prvk\u016f ka\u017ed\u00e9 firmy, kter\u00e1 chce trvale p\u0159itahovat z\u00e1kazn\u00edky a zvy\u0161ovat tr\u017eby. Ani siln\u00fd produkt nezaru\u010duje vysok\u00e9 prodeje, pokud spole\u010dnost nem\u00e1 jasn\u00fd syst\u00e9m pro pr\u00e1ci s potenci\u00e1ln\u00edmi z\u00e1kazn\u00edky. V ur\u010dit\u00e9m okam\u017eiku u\u017e majitel firmy nem\u00e1 \u010das sou\u010dasn\u011b vyhled\u00e1vat klienty, odpov\u00eddat na zpr\u00e1vy, v\u00e9st jedn\u00e1n\u00ed, p\u0159ipravovat obchodn\u00ed nab\u00eddky a sledovat platby. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":15031,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"footnotes":""},"categories":[79,14],"tags":[],"class_list":["post-15090","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.0.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"Obchodn\u00ed odd\u011blen\u00ed od nuly: struktura, v\u00fdb\u011br mana\u017eer\u016f, skripty, CRM a motiva\u010dn\u00ed syst\u00e9m. 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