{"id":92166,"date":"2020-11-02T11:34:36","date_gmt":"2020-11-02T10:34:36","guid":{"rendered":"https:\/\/www.livespace.io\/?p=92166"},"modified":"2021-04-01T16:27:06","modified_gmt":"2021-04-01T14:27:06","slug":"jak-docierac-do-osob-decyzyjnych-i-wplywac-na-ich-decyzje","status":"publish","type":"post","link":"https:\/\/www.livespace.io\/pl\/blog\/jak-docierac-do-osob-decyzyjnych-i-wplywac-na-ich-decyzje\/","title":{"rendered":"Jak docierac\u0301 do oso\u0301b decyzyjnych i wp\u0142ywac\u0301 na ich decyzje"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Spis tre\u015bci:<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.livespace.io\/pl\/blog\/jak-docierac-do-osob-decyzyjnych-i-wplywac-na-ich-decyzje\/#Proces_podejmowania_decyzji_w_firmie\" >Proces podejmowania decyzji w firmie\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.livespace.io\/pl\/blog\/jak-docierac-do-osob-decyzyjnych-i-wplywac-na-ich-decyzje\/#Rodzaje_decydentow_w_procesie_zakupu\" >Rodzaje decydent\u00f3w w procesie zakupu\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.livespace.io\/pl\/blog\/jak-docierac-do-osob-decyzyjnych-i-wplywac-na-ich-decyzje\/#Jak_przejsc_przez_strukture_zakupowa_w_firmie_klienta\" >Jak przej\u015b\u0107 przez\u00a0struktur\u0119\u00a0zakupow\u0105\u00a0w firmie klienta?\u00a0<\/a><\/li><\/ul><\/nav><\/div>\n<p><strong>Czy zastanawia\u0142e\u015b si\u0119 kiedy\u015b, dlaczego w firmie Twojego klienta jest, a\u017c tyle os\u00f3b zaanga\u017cowanych w podejmowanie decyzji? Jak zbudowana jest struktura podejmowania decyzji? To pytanie, kt\u00f3re warto sobie zada\u0107 zanim zaczniemy negocjacje z klientem.\u00a0<\/strong><\/p>\n<p><!--more--><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Proces_podejmowania_decyzji_w_firmie\"><\/span><b><span data-contrast=\"auto\">Proces podejmowania decyzji w firmie<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span data-contrast=\"auto\">Je\u017celi sprzedajesz w modelu B2B, bardzo cz\u0119sto proces podejmowania decyzji<\/span><span data-contrast=\"auto\">\u00a0odbywaj\u0105cy si\u0119 po stronie klienta jest wyd\u0142<\/span><span data-contrast=\"auto\">u\u017cony. To znaczy, \u017ce decyzja jest zatwierdzana<\/span><span data-contrast=\"auto\">\u00a0kolejno<\/span><span data-contrast=\"auto\"> przez kilka os\u00f3b <\/span><span data-contrast=\"auto\">na <\/span><span data-contrast=\"auto\">r\u00f3\u017cnych szczeblach<\/span><span data-contrast=\"auto\">. <\/span><span data-contrast=\"auto\">Przyk\u0142adowo<\/span><span data-contrast=\"auto\">: <\/span><span data-contrast=\"auto\">je\u017celi rozmawiasz o zakupie CRM-a z szefem sprzeda\u017cy oddzia\u0142u firmy, znajduj\u0105cego si\u0119 w Krakowie<\/span><span data-contrast=\"auto\">\u00a0\u2013\u00a0<\/span><span data-contrast=\"auto\">najpraw<\/span><span data-contrast=\"auto\">dopodobniej zanim otrzymasz ostateczn\u0105 akc<\/span><span data-contrast=\"auto\">eptacj\u0119 oferty, musi on om\u00f3wi\u0107 j\u0105 z szefem sprzeda\u017cy zarz\u0105dzaj\u0105cym <\/span><span data-contrast=\"auto\">oddzia\u0142ami<\/span><span data-contrast=\"auto\">\u00a0z centrali firmy<\/span><span data-contrast=\"auto\">. Taki szef z ko<\/span><span data-contrast=\"auto\">lei bardzo cz\u0119sto musi zatwierdzi\u0107 <\/span><span data-contrast=\"auto\">ten <\/span><span data-contrast=\"auto\">wydatek np. <\/span><span data-contrast=\"auto\">z <\/span><span data-contrast=\"auto\">dyrektorem finansowym albo cz\u0142onkiem zarz\u0105du. Wszystko to oczywi\u015bcie <\/span><span data-contrast=\"auto\">zale\u017cy<\/span><span data-contrast=\"auto\">\u00a0od indywidualnej struktury firmy<\/span><span data-contrast=\"auto\">,<\/span><span data-contrast=\"auto\">\u00a0do kt\u00f3rej sprzedajesz. Warto\u00a0<\/span><span data-contrast=\"auto\">jednak\u00a0<\/span><span data-contrast=\"auto\">wiedzie\u0107\u00a0<\/span><span data-contrast=\"auto\">o tym, \u017ce\u00a0<\/span><span data-contrast=\"auto\">bardzo cz\u0119sto w firmach podejmowane s\u0105 decyzje grupowe.<\/span><\/p>\n<p><img decoding=\"async\" class=\"size-full wp-image-92171 aligncenter\" src=\"https:\/\/www.livespace.io\/wp-content\/uploads\/2020\/11\/decyzje-grupowe.png\" alt=\"decyzje grupowe\" width=\"695\" height=\"301\" srcset=\"https:\/\/www.livespace.io\/wp-content\/uploads\/2020\/11\/decyzje-grupowe.png 695w, https:\/\/www.livespace.io\/wp-content\/uploads\/2020\/11\/decyzje-grupowe-300x130.png 300w, https:\/\/www.livespace.io\/wp-content\/uploads\/2020\/11\/decyzje-grupowe-450x195.png 450w\" sizes=\"(max-width: 695px) 100vw, 695px\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Rodzaje_decydentow_w_procesie_zakupu\"><\/span><b><span data-contrast=\"auto\">Rodzaje decydent\u00f3w w procesie zakupu<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><b><span data-contrast=\"auto\">Power<\/span><\/b><b><span data-contrast=\"auto\">\u00a0decydent<\/span><\/b><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">to\u00a0<\/span><span data-contrast=\"auto\">osoba,\u00a0<\/span><span data-contrast=\"auto\">kt\u00f3rej\u00a0<\/span><span data-contrast=\"auto\">potrzeb\u0119\u00a0<\/span><span data-contrast=\"auto\">biznesow\u0105<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">zaspokajamy<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">poprzez <\/span><span data-contrast=\"auto\">dostar<\/span><span data-contrast=\"auto\">czenie <\/span><span data-contrast=\"auto\">naszego <\/span><span data-contrast=\"auto\">rozwiani<\/span><span data-contrast=\"auto\">a. <\/span><span data-contrast=\"auto\">T\u0105 <\/span><span data-contrast=\"auto\">osob\u0105 j<\/span><span data-contrast=\"auto\">est <\/span><span data-contrast=\"auto\">za <\/span><span data-contrast=\"auto\">zwyczaj <\/span><span data-contrast=\"auto\">dyrektor jakiego<\/span><span data-contrast=\"auto\">\u015b <\/span><span data-contrast=\"auto\">dzia\u0142u. <\/span><span data-contrast=\"auto\">We\u017amy za <\/span><span data-contrast=\"auto\">p<\/span><span data-contrast=\"auto\">r<\/span><span data-contrast=\"auto\">zyk\u0142ad<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">dyrektor<\/span><span data-contrast=\"auto\">a<\/span><span data-contrast=\"auto\">\u00a0produkcji<\/span><span data-contrast=\"auto\">.<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">Je\u017c<\/span><span data-contrast=\"auto\">e<\/span><span data-contrast=\"auto\">li<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">ma prob<\/span><span data-contrast=\"auto\">lemy z planowaniem\u00a0<\/span><span data-contrast=\"auto\">produkcji<\/span><span data-contrast=\"auto\">,<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">a<\/span><span data-contrast=\"auto\">\u00a0t<\/span><span data-contrast=\"auto\">woje rozwi\u0105zanie\u00a0<\/span><span data-contrast=\"auto\">pozwala<\/span><span data-contrast=\"auto\">\u00a0na zaoszcz\u0119dzenie czasu planowania o 2<\/span><span data-contrast=\"auto\">0%<\/span><span data-contrast=\"auto\">\u00a0&#8211; to jest on twoim potencjalnym klientem.<\/span><span data-contrast=\"auto\">\u00a0W pierwszej kolejno\u015bci warto rozpozna\u0107 jego problemy i potrzeby, aby w dalszym etapie procesu zakupowego zaadresowa\u0107 do nich odpowiednie rozwi\u0105zania.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Poza\u00a0<\/span><span data-contrast=\"auto\">power<\/span><span data-contrast=\"auto\">\u00a0decydentem\u00a0<\/span><span data-contrast=\"auto\">s\u0105 jeszcze\u00a0<\/span><b><span data-contrast=\"auto\">doradcy<\/span><\/b><span data-contrast=\"auto\">, czyli osoby\u00a0<\/span><span data-contrast=\"auto\">np.<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">z\u00a0<\/span><span data-contrast=\"auto\">innych<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">dzia\u0142\u00f3w<\/span><span data-contrast=\"auto\">, kt\u00f3re tak\u017ce b\u0119d\u0105\u00a0<\/span><span data-contrast=\"auto\">korzysta\u0107 z\u00a0<\/span><span data-contrast=\"auto\">t<\/span><span data-contrast=\"auto\">wojego produktu i musz\u0105<\/span><span data-contrast=\"auto\">\u00a0si\u0119 na jego temat wypowiedzie\u0107.\u00a0<\/span><span data-contrast=\"auto\">Nast\u0119pnie s<\/span><span data-contrast=\"auto\">\u0105\u00a0<\/span><b><span data-contrast=\"auto\">oponenci<\/span><\/b><span data-contrast=\"auto\">, czyli osoby, kt\u00f3re nie b\u0119d\u0105\u00a0<\/span><span data-contrast=\"auto\">chcia\u0142y wdro\u017cenia twojego\u00a0<\/span><span data-contrast=\"auto\">rozwi\u0105zania<\/span><span data-contrast=\"auto\">, poniewa\u017c<\/span><span data-contrast=\"auto\">\u00a0nie chc\u0105<\/span><span data-contrast=\"auto\">, aby istniej\u0105ce dotychczas w firmie schematy dzia\u0142ania uleg\u0142y zmianie.<\/span><span data-contrast=\"auto\">.<\/span><span data-contrast=\"auto\">.<\/span><span data-contrast=\"auto\">\u00a0N<\/span><span data-contrast=\"auto\">a<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">ko\u0144cu mamy\u00a0<\/span><span data-contrast=\"auto\">\u201e<\/span><b><span data-contrast=\"auto\">sponsora<\/span><\/b><b><span data-contrast=\"auto\">\u201d<\/span><\/b><span data-contrast=\"auto\">\u00a0czyli osob\u0119, kt\u00f3ra<\/span><span data-contrast=\"auto\">\u00a0dostarcza bud\u017cet na to rozwi\u0105zanie<\/span><span data-contrast=\"auto\">.<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">Sponsor projektu mo\u017ce <\/span><span data-contrast=\"auto\">podejmowa\u0107 <\/span><span data-contrast=\"auto\">decyzj\u0119 samodzielnie<\/span><span data-contrast=\"auto\">, <\/span><span data-contrast=\"auto\">jednak rzadko <\/span><span data-contrast=\"auto\">ma <\/span><span data-contrast=\"auto\">czas na zapoznanie si\u0119 z produktem lub jego <\/span><span data-contrast=\"auto\">poszuki<\/span><span data-contrast=\"auto\">wania<\/span><span data-contrast=\"auto\">.<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\"><img decoding=\"async\" class=\"size-full wp-image-92174 aligncenter\" src=\"https:\/\/www.livespace.io\/wp-content\/uploads\/2020\/11\/rodzaje-decydentow.png\" alt=\"rodzaje decydentow\" width=\"824\" height=\"299\" srcset=\"https:\/\/www.livespace.io\/wp-content\/uploads\/2020\/11\/rodzaje-decydentow.png 824w, https:\/\/www.livespace.io\/wp-content\/uploads\/2020\/11\/rodzaje-decydentow-300x109.png 300w, https:\/\/www.livespace.io\/wp-content\/uploads\/2020\/11\/rodzaje-decydentow-768x279.png 768w, https:\/\/www.livespace.io\/wp-content\/uploads\/2020\/11\/rodzaje-decydentow-705x256.png 705w, https:\/\/www.livespace.io\/wp-content\/uploads\/2020\/11\/rodzaje-decydentow-450x163.png 450w\" sizes=\"(max-width: 824px) 100vw, 824px\" \/><\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Jak_przejsc_przez_strukture_zakupowa_w_firmie_klienta\"><\/span><b><span data-contrast=\"auto\">Jak przej\u015b\u0107 przez\u00a0<\/span><\/b><b><span data-contrast=\"auto\">struktur\u0119<\/span><\/b><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><b><span data-contrast=\"auto\">zakupow\u0105<\/span><\/b><b><span data-contrast=\"auto\">\u00a0w firmie klienta?<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span data-contrast=\"auto\">Kiedy dowiesz si\u0119 ju\u017c kto b\u0119dzie zaanga\u017cowany w zakup twojego produktu lub us\u0142ugi, czas zaadresowa\u0107 ofert\u0119<\/span><span data-contrast=\"auto\">, kt\u00f3ra b\u0119dzie o<\/span><span data-contrast=\"auto\">dpowiada\u0107\u00a0<\/span><span data-contrast=\"auto\">wymagan<\/span><span data-contrast=\"auto\">i<\/span><span data-contrast=\"auto\">om<\/span><span data-contrast=\"auto\">\u00a0tych os\u00f3b. Dla\u00a0<\/span><span data-contrast=\"auto\">p<\/span><span data-contrast=\"auto\">ower<\/span><span data-contrast=\"auto\">\u00a0decydenta<\/span><span data-contrast=\"auto\">\u00a0najwa\u017cniejsze<\/span><span data-contrast=\"auto\">\u00a0b\u0119dzie to, jak<\/span><span data-contrast=\"auto\">\u00a0twoja us\u0142uga mo\u017ce usprawni\u0107 lub\u00a0<\/span><span data-contrast=\"auto\">wspomaga<\/span><span data-contrast=\"auto\">\u0107<\/span><span data-contrast=\"auto\"> jego prace i w jaki spos\u00f3b b\u0119dzie u\u017cyteczna dla niego lub zespo\u0142u, kt\u00f3ry b\u0119dzie z niej korzysta\u0107. <\/span><span data-contrast=\"auto\">Dla doradcy <\/span><span data-contrast=\"auto\">najwa<\/span><span data-contrast=\"auto\">\u017c<\/span><span data-contrast=\"auto\">niejsz<\/span><span data-contrast=\"auto\">e <\/span><span data-contrast=\"auto\">b\u0119d\u0105 <\/span><span data-contrast=\"auto\">\u0142atwo\u015b\u0107 obs\u0142ugi i wdro\u017cenia oraz u\u017cyteczno\u015b\u0107 produktu. Aby przygotowa\u0107 si\u0119 na obiekcje oponent\u00f3w, nale\u017cy zdefiniowa\u0107 konkretne korzy\u015bci p\u0142yn\u0105ce z <\/span><span data-contrast=\"auto\">wdro\u017cenia twojego rozwi\u0105zania i p<\/span><span data-contrast=\"auto\">okaza\u0107, \u017ce nowe w tym kontek\u015bcie znaczy lepsze i bardziej skuteczne. Sponsor b\u0119dzie zainteresowany przede wszystkim cen\u0105, mo\u017cliwo\u015bci\u0105 uzyskania rabatu i zyskaniem\u00a0<\/span><span data-contrast=\"auto\">pewno\u015b<\/span><span data-contrast=\"auto\">c<\/span><span data-contrast=\"auto\">i<\/span><span data-contrast=\"auto\">,<\/span><span data-contrast=\"auto\">\u00a0\u017ce dany program\/produk<\/span><span data-contrast=\"auto\">t lub us\u0142uga s\u0105<\/span><span data-contrast=\"auto\">\u00a0firmie niezb\u0119d<\/span><span data-contrast=\"auto\">ne.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Podsum<\/span><span data-contrast=\"auto\">owuj\u0105c<\/span><span data-contrast=\"auto\">,\u00a0<\/span><span data-contrast=\"auto\">p<\/span><span data-contrast=\"auto\">oznanie<\/span><span data-contrast=\"auto\">\u00a0struktury podejmowania decyzji<\/span><span data-contrast=\"auto\">\u00a0w firmie, do kt\u00f3rej\u00a0<\/span><span data-contrast=\"auto\">sprzedajemy<\/span><span data-contrast=\"auto\">\u00a0i przeprowadzenie zgodnego z ni\u0105 procesu sprzeda\u017cy jest kluczowe<\/span><span data-contrast=\"auto\">, je\u015bli chodzi o sk<\/span><span data-contrast=\"auto\">uteczno\u015b\u0107 naszych dzia\u0142a\u0144.\u00a0<\/span><span data-contrast=\"auto\">Dlatego warto zbudowa\u0107 <\/span><span data-contrast=\"auto\">sobie<\/span><span data-contrast=\"auto\">\u00a0schemat os\u00f3b, kt\u00f3re b\u0119d\u0105 uczestniczy\u0142y w pod<\/span><span data-contrast=\"auto\">ejmowaniu ostatecznej decyzji zakupowej, aby\u00a0<\/span><span data-contrast=\"auto\">przygotowa\u0107 ofert\u0119, odpowiadaj\u0105c\u0105 ich potrzebom i\u00a0<\/span><span data-contrast=\"auto\">rozwiewaj\u0105c\u0105<\/span><span data-contrast=\"auto\">\u00a0ich w\u0105tpliwo\u015bci.<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><em>Autor: Ewa Piotrowska &#8211; <a href=\"http:\/\/www.biznesowedna.com.pl\/\" target=\"_blank\" rel=\"noopener noreferrer\">Biznesowe DNA<\/a><\/em><\/p>\n<div style='text-align:center' class='yasr-auto-insert-visitor'><\/div>","protected":false},"excerpt":{"rendered":"<p>Czy zastanawia\u0142e\u015b si\u0119 kiedy\u015b, dlaczego w firmie Twojego klienta jest, a\u017c tyle os\u00f3b zaanga\u017cowanych w podejmowanie decyzji? Jak zbudowana jest struktura podejmowania decyzji? To pytanie, kt\u00f3re warto sobie zada\u0107 zanim zaczniemy negocjacje z klientem.\u00a0<\/p>\n","protected":false},"author":58,"featured_media":92167,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"yasr_overall_rating":0,"yasr_post_is_review":"","yasr_auto_insert_disabled":"","yasr_review_type":"B","footnotes":""},"categories":[961],"class_list":["post-92166","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dla-handlowca"],"yasr_visitor_votes":{"stars_attributes":{"read_only":false,"span_bottom":false},"number_of_votes":1,"sum_votes":5},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Jak docierac\u0301 do oso\u0301b decyzyjnych i wp\u0142ywac\u0301 na ich decyzje<\/title>\n<meta name=\"description\" content=\"Dlaczego u Twojego klienta\u00a0jest tyle\u00a0os\u00f3b\u00a0zaanga\u017cowanych\u00a0w podejmowanie\u00a0decyzji? 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