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by Markus Eilers | Mar 02, 2014

Wen wollen wir lieber? Neukunden oder Bestandskunden?

Um es uns einfach zu machen könnten wir sagen: Beide, ist doch klar. Viele Marketingmanager stellen sich diese Frage tatsächlich nicht und denken viel lieber über Produktmargen und Wachstumszahlen nach. In vielen Fällen wird dieser Effekt auch noch ganz stark unterstützt, in dem der Vertrieb für Neukunden deutlich höhere Prämien oder zusätzliche Prämien bekommt. Während die Pflege für Bestandskunden zwar erwartet aber nicht besonders prämiert wird. Ich kenne sogar Unternehmen, die gewähren Ihrer Vertriebsmannschaft nur Provisionen für die Umsätze in den ersten 12 Monaten und wundern sich anschließend, warum sich die Bestandskunden nicht weiterentwickeln.

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