{"id":1282,"date":"2025-06-11T10:25:34","date_gmt":"2025-06-11T10:25:34","guid":{"rendered":"http:\/\/okoboro.com\/?p=1282"},"modified":"2026-04-15T12:50:32","modified_gmt":"2026-04-15T10:50:32","slug":"ako-na-akvizicne-emaily-aby-mali-odozvu-pouzite-poznatky-z-behavioralnej-ekonomie-a-psychologie","status":"publish","type":"post","link":"https:\/\/okoboro.com\/en\/ako-na-akvizicne-emaily-aby-mali-odozvu-pouzite-poznatky-z-behavioralnej-ekonomie-a-psychologie\/","title":{"rendered":"As to the acquisition emails to be responsive? Use insights from behavioural economics and psychology."},"content":{"rendered":"

N\u00e1vod ako p\u00edsa\u0165 akvizi\u010dn\u00e9 emaily. Rozoberieme ka\u017ed\u00fa vetu. V\u0161etko m\u00e1 svoj zmysel.<\/p>\n\n\n\n

Akvizi\u010dn\u00e9 emaily, pr\u00edpadne LinkedIn spr\u00e1vy, v z\u00e1vislosti od va\u0161ej industry a okolnost\u00ed, m\u00f4zu by\u0165 d\u00f4le\u017eit\u00e1 s\u00fa\u010das\u0165 z\u00edskavania nov\u00fdch z\u00e1kazn\u00edkov. V ka\u017edom pr\u00edpade nie je to jedin\u00e1 cesta, ale ur\u010dite je to podstatn\u00fd kan\u00e1l akvizi\u010dn\u00e9ho obchodu.<\/p>\n\n\n\n

Je zrejm\u00e9, \u017ee akvizi\u010dn\u00e9 emaily maj\u00fa ni\u017e\u0161iu pravdepodobnos\u0165 \u00faspechu ako napr. priame obchodn\u00e9 stretnutie, ale treba ich ch\u00e1pa\u0165 ako \u010das\u0165 obchodn\u00e9ho procesu. \u010casto emaily ktor\u00e9 vid\u00edm, s\u00fa ve\u013emi nekvalitn\u00e9 a je prirodzen\u00e9, \u017ee ich ako z\u00e1kazn\u00edk nem\u00e1m chu\u0165 otvori\u0165 a ke\u010f u\u017e ich otvor\u00edm, tak nem\u00e1m chu\u0165 na ne reagova\u0165.<\/strong><\/p>\n\n\n\n

\n

Cel\u00e1 logika akvizi\u010dn\u00e9ho emailu je o zvy\u0161ovan\u00ed pravdepodobnosti. Je to doslova veda vyu\u017e\u00edvaj\u00faca psychol\u00f3giu a prvky behavior\u00e1lnej ekon\u00f3mie, aby sme zv\u00fd\u0161ili \u0161ancu na otvorenie, pre\u010d\u00edtanie a reakciu z\u00e1kazn\u00edka<\/strong>.<\/p>\n<\/blockquote>\n\n\n\n

Je jasn\u00e9, \u017ee emaily nikdy nebud\u00fa ma\u0165 napr. 80% \u00faspe\u0161nos\u0165 reakcie, ale je obrovsk\u00fd rozdiel, \u010di v\u00e1m email otvor\u00ed napr. 15% alebo 50% osloven\u00fdch z\u00e1kazn\u00edkov a je rozdiel \u010di na email zareaguje 2% alebo napr. 15%.<\/p>\n\n\n\n

Na jednom pr\u00edklade akvizi\u010dn\u00e9ho a jednom pr\u00edklade follow-up emailu si rozoberieme k\u013e\u00fa\u010dov\u00e9 body, ktor\u00e9 zvy\u0161uj\u00fa pravdepodobnos\u0165 \u00faspechu. V \u017eiadnom pr\u00edpade to neznamen\u00e1, \u017ee metodol\u00f3gia vybrat\u00fdch pr\u00edkladov je jedin\u00e1 spr\u00e1vna. Strat\u00e9gi\u00ed je viacero. Ja som vybral tento pr\u00edklad ako vhodn\u00fd na in\u0161pir\u00e1ciu. S ur\u010dit\u00fdmi \u00fapravami, je akvizi\u010dn\u00fd email pou\u017eite\u013en\u00fd aj ako forma akviz\u00edcie cez LinkedIn.<\/p>\n\n\n\n

AKVIZI\u010cN\u00dd EMAIL<\/strong><\/h3>\n\n\n\n

<\/h3>\n\n\n\n

AKVIZI\u010cN\u00dd EMAIL BEZ KOMENTOV PR\u00cdKLAD<\/strong><\/p>\n\n\n\n

Prim\u00e1tor Myjavy pretv\u00e1ra ulice<\/strong><\/p>\n\n\n\n

Dobr\u00fd de\u0148 p\u00e1n Bar\u00e1t,<\/p>\n\n\n\n

S\u00fa bezpe\u010dn\u00e9 a u\u017e\u00edvate\u013esky pr\u00edjemn\u00e9 ulice zauj\u00edmav\u00e9 pre Skalicu?<\/p>\n\n\n\n

My v Complete Streets<\/a>, pomocou drobn\u00fdch architektonick\u00fdch z\u00e1sahov, pom\u00e1hame mest\u00e1m funk\u010dne a vizu\u00e1lne pr\u00ed\u0165a\u017elivo zladi\u0165 potreby chodcov, \u00e1ut a ostatn\u00fdch druhov dopravy. S prim\u00e1torom Myjavy u\u017e upravujeme prv\u00e9 3 ulice.<\/p>\n\n\n\n

Foto<\/a> – realizovan\u00e9 diela na Slovensku a v zahrani\u010d\u00ed pred a po<\/p>\n\n\n\n

R\u00e1d by som s vami prebral va\u0161e postrehy a n\u00e1zory ako zlep\u0161i\u0165 Skalicu. Aj ke\u010f by ste sa rozhodli nepokra\u010dova\u0165 v konverz\u00e1ci\u00ed, z\u00edskali by ste na\u0161e n\u00e1pady a aj poh\u013eady mnoh\u00fdch in\u00fdch miest, ako sa rie\u0161i t\u00e9ma funk\u010dn\u00fdch ul\u00edc.<\/p>\n\n\n\n

M\u00f4\u017eeme si zavola\u0165?<\/p>\n\n\n\n

Vopred \u010fakujem<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

<\/p>\n\n\n\n

1. Predmet<\/strong><\/p>\n\n\n\n

Najd\u00f4le\u017eitej\u0161ie na celom emaily je predmet. Ak nezaujme a nevytvor\u00ed zvedavos\u0165, email nebude otvoren\u00fd a cel\u00e1 snaha je zbyto\u010dn\u00e1.<\/strong><\/p>\n\n\n\n

Po\u010fme si to rozobra\u0165 viac do h\u013abky.<\/p>\n\n\n\n

V\u0161imnite si na pr\u00edklade, ktor\u00e1 osoba je osloven\u00e1 a kto je v predmete spomenut\u00fd. Pre\u010do to nie je ten ist\u00fd \u010dlovek? Kto je ten p\u00e1n Bar\u00e1t? Nie je to zvl\u00e1\u0161tne?<\/p>\n\n\n\n

Predstavte si, \u017ee ste prim\u00e1tor Skalice a dostanete email s predmetom „Prim\u00e1tor Myjavy pretv\u00e1ra ulice“<\/em>. \u010co to vo v\u00e1s sp\u00f4sob\u00ed? Pozn\u00e1 prim\u00e1tor Skalice prim\u00e1tora Myjavy? Je to geograficky bl\u00edzko? Vytvor\u00ed to zvedavos\u0165 \u010do kolega rob\u00ed vo ved\u013eaj\u0161om meste? Podnieti to my\u0161lienky o tom, \u010do vidia va\u0161i voli\u010di v konkuren\u010dnom meste? A teraz si zodpovedajte hlavn\u00fa ot\u00e1zku. Ak by ste boli prim\u00e1tor Skalice, otvorili by ste tento email? Tento psychologick\u00fd trik prirodzene nie je mo\u017en\u00e9 a vhodn\u00e9 pou\u017ei\u0165 v\u017edy. \u010eal\u0161ia dobr\u00e1 forma, ktor\u00e1 dosahuje vysok\u00fa otvorenos\u0165 emailov, je ak v predmete spomeniete meno a odporu\u010denie od zn\u00e1meho, alebo kolegu, ktor\u00e9mu p\u00ed\u0161ete. Napr. „Rozpr\u00e1val som sa s Jankou Tonkovi\u010dovou“<\/em> alebo „referencia od Janky Tonkovi\u010dovej<\/em>.“ Samozrejme inform\u00e1cia mus\u00ed by\u0165 pravdiv\u00e1.<\/p>\n\n\n\n

Predstavte si, \u017ee Janka Tonkovi\u010dov\u00e1 je va\u0161a zn\u00e1ma alebo kolegy\u0148a. Otvorili by ste email od cudzieho \u010dloveka, ktor\u00fd by v predmete mal spomenut\u00fa referenciu od va\u0161ej zn\u00e1mej?<\/p>\n\n\n\n

T\u00fdmito psychologick\u00fdmi postupmi sa \u0161anca na otvorenie emailu, v\u00fdrazne zv\u00fd\u0161i. Vytv\u00e1ra to zvedavos\u0165. Oba pr\u00edklady s\u00fa iba 2 mo\u017enosti z mnoh\u00fdch. Je to iba in\u0161pir\u00e1cia.<\/p>\n\n\n\n

2. Oslovenie – personaliz\u00e1cia<\/strong><\/p>\n\n\n\n

Tento bod je jasn\u00fd. Pou\u017eitie mena je jeden z bodov ktor\u00fd nazna\u010duje, \u017ee identick\u00fd email nebol poslan\u00fd \u010fal\u0161\u00edm desiatkam \u013eud\u00ed a urobili ste si dom\u00e1cu \u00falohu. Okrem toho ka\u017ed\u00fd \u010dlovek r\u00e1d po\u010duje svoje meno.<\/p>\n\n\n\n

3. Kr\u00e1tky email<\/strong><\/p>\n\n\n\n

Predstavte si, \u017ee dostanete email od cudzieho \u010dloveka a \u010diasto\u010dne v\u00e1s zaujal, lebo ste ho otvorili. \u010co si mysl\u00edte, m\u00e1te tendenciu si pre\u010d\u00edta\u0165 sk\u00f4r kr\u00e1tky alebo dlh\u00fd email? Ko\u013eko kr\u00e1t sa v\u00e1m stalo, \u017ee ste otvorili dlh\u00fd email a znechutene, bez pre\u010d\u00edtania ste ho zavreli? Mysl\u00edm si, \u017ee je to prirodzen\u00e1 \u013eudsk\u00e1 vlastnos\u0165, \u017ee nem\u00e1me chu\u0165 p\u00fa\u0161\u0165a\u0165 sa do \u010d\u00edtania dlh\u00fdch nevy\u017eiadan\u00fdch textov. Na\u0161e v\u0161eobecn\u00e9 nastavenie v tomto momente je, napriek tomu \u017ee zvl\u00e1dnete f\u00e1zu otvorenia emailu, \u017ee email ob\u0165a\u017euje. A nezab\u00fadajme nato, \u017ee my \u013eudia sme „leniv\u00ed“ alebo kraj\u0161ie nap\u00edsan\u00e9: h\u013ead\u00e1me cestu men\u0161ieho odporu = (z\u00e1kon men\u0161ieho \u00fasilia). Preto kr\u00e1tky text, ktor\u00fd sa d\u00e1 v p\u00e1r vet\u00e1ch obsiahnu\u0165, zvy\u0161uje \u0161ance na pre\u010d\u00edtanie.<\/p>\n\n\n\n

Z poh\u013eadu behavior\u00e1lnej ekon\u00f3mie, pod\u013ea pr\u00e1ce laure\u00e1ta Nobelovej ceny Richarda Thalera, ktor\u00e1 je zameran\u00e1 na koncept:<\/p>\n\n\n\n

„If you want to get people to do something, make it easy. Remove the obstacles“<\/em><\/p>\n\n\n\n

„Ke\u010f chce\u0161 aby \u013eudia nie\u010do urobili, urob to jednoduch\u00e9. Odstr\u00e1\u0148 prek\u00e1\u017eky“<\/em><\/p>\n\n\n\n

sa sna\u017e\u00edme cel\u00fd email urobi\u0165 super jednoduch\u00fd. Chceme kr\u00e1tke, v\u00fdsti\u017en\u00e9 inform\u00e1cie s jasnou in\u0161trukciou \u010do treba urobi\u0165. Mus\u00ed to by\u0165 pre druh\u00e9ho jednoduch\u00e9.<\/p>\n\n\n\n

AKVIZI\u010cN\u00dd EMAIL S KOMENTAMI PR\u00cdKLAD<\/strong><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

<\/p>\n\n\n\n

4. Prv\u00e1 veta po osloven\u00ed je d\u00f4le\u017eit\u00e1<\/strong><\/p>\n\n\n\n

St\u00e1le ste vo f\u00e1ze, ke\u010f klient v milisekund\u00e1ch zva\u017euje \u010di email zavrie. Preto je \u00favod emailu d\u00f4le\u017eit\u00fd. Treba zauja\u0165 a nenudi\u0165. Sp\u00f4sob, ktor\u00fd m\u00f4\u017ee vytvori\u0165 pocit zvedavosti, je napr. ot\u00e1zka prepojen\u00e1 so z\u00e1ujmami druhej strany. V tomto pr\u00edpade som prim\u00e1torovi Skalice polo\u017eil ot\u00e1zku o Skalici. Mo\u017en\u00fdch sp\u00f4sobov je viacero. Je to ako ke\u010f prezentuj\u00faci sa neza\u010dne na \u00favod zdravi\u0165 a vravie\u0165 ako sa vol\u00e1, ale prezent\u00e1ciu za\u010dne ot\u00e1zkou. Napr.: „Kto si mysl\u00ed, \u017ee je menej inteligentn\u00fd ako je priemer popul\u00e1cie, nech zdvihne ruku?“<\/em> Matematicky by sa pribli\u017ene polovica \u013eud\u00ed mala prihl\u00e1si\u0165. V realite sa skoro nikdy nikto neprihl\u00e1si. Zapam\u00e4t\u00e1te si tak\u00fdto za\u010diatok prezent\u00e1cie, ak to bude n\u00e1sledne naviazan\u00e9 na \u00favodn\u00fa my\u0161lienku?<\/p>\n\n\n\n

5. Predstavenie s pridanou hodnotou<\/strong><\/p>\n\n\n\n

Majte na pam\u00e4ti, \u017ee email m\u00e1 by\u0165 kr\u00e1tky, preto aj predstavenie toho \u010do rob\u00edte a ako pom\u00e1hate nech je stru\u010dn\u00e9 a v r\u00e1mci mo\u017enost\u00ed preh\u013eadn\u00e9 a uchopite\u013en\u00e9. Takisto je dobr\u00e9 apelova\u0165 na pocit hodnoty, ktor\u00fa poskytujete. Nie je dobr\u00e9 ak je to o v\u00e1s a zase o v\u00e1s. M\u00e1 to by\u0165 o druhej strane. V podstate \u013eudia sa nezauj\u00edmaj\u00fa o druh\u00fdch, ale predov\u0161etk\u00fdm o seba. Ako si splni\u0165 vlastn\u00e9 potreby, vlastn\u00e9 ciele at\u010f. Viem, znie to pesimisticky, ale je to tak. \u013dud\u00ed hlavne v obchodnom styku, nezauj\u00edmaj\u00fa z\u00e1ujmy druhej strany, ale zauj\u00edmaj\u00fa sa iba o v\u00fdhody plyn\u00face z toho pre nich. Ako to je u v\u00e1s ke\u010f nakupujete? Zauj\u00edmate sa o to, aby to bolo v\u00fdhodn\u00e9 pre obchod \u010di e-shop? Alebo sa v\u00fdhradne zauj\u00edmate o to ak\u00e9 v\u00fdhody (cena, doprava, \u00fa\u017eitok …) z toho plyn\u00fa pre v\u00e1s? V\u0161etci vieme ak\u00e1 je odpove\u010f. Ka\u017ed\u00fd sa zauj\u00edma v tak\u00fdchto situ\u00e1ci\u00e1ch iba o seba. Preto sa obchodn\u00edk potrebuje na situ\u00e1ciu pozera\u0165 o\u010dami druhej strany.<\/p>\n\n\n\n

6. N\u00e1vnada<\/strong><\/p>\n\n\n\n

V tomto konkr\u00e9tnom pr\u00edklade sa hod\u00ed da\u0165 tzv. n\u00e1vnadu pre prim\u00e1tora Skalice:<\/p>\n\n\n\n

„S prim\u00e1torom Myjavy u\u017e upravujeme prv\u00e9 3 ulice“.<\/em><\/p>\n\n\n\n

Psychologicky je to, ako to bolo u\u017e vysvetlen\u00e9 v bode 1. mienen\u00e9 na vytvorenie zvedavosti. T\u00edto dvaja prim\u00e1tori sa ur\u010dite poznaj\u00fa. Bu\u010f s\u00fa kamar\u00e1ti a prim\u00e1tor Skalice zavol\u00e1 kolegovi do Myjavy, aby si zistil viac inform\u00e1ci\u00ed, alebo ak s\u00fa sk\u00f4r nepriatelia, tak psychologicky bude ma\u0165 sk\u00f4r zl\u00fd pocit, \u017ee v Myjave s\u00fa popredu a jeho voli\u010di mu to zr\u00e1taj\u00fa.<\/p>\n\n\n\n

V tejto jednej vete boli vyu\u017eit\u00e9 3 princ\u00edpy.<\/p>\n\n\n\n

a) „fear of missing out“ = FOMO <\/strong>Je to pocit, \u017ee nie\u010do strat\u00edme, nie\u010do zme\u0161k\u00e1me, \u017ee nie\u010do d\u00f4le\u017eit\u00e9 n\u00e1m uch\u00e1dza. V tomto pr\u00edpade je to pocit pre prim\u00e1tora Skalice, \u017ee v Myjave sa nie\u010do zauj\u00edmave deje a v Skalici n\u00e1m to uch\u00e1dza. Z\u00e1rove\u0148 v tejto jednej vete, je pou\u017eit\u00fd princ\u00edp z\u00e1sady podobnosti a geografick\u00e1 bl\u00edzkos\u0165.<\/p>\n\n\n\n

b) z\u00e1sada podobnosti <\/strong>– preto je vo vete spomenut\u00fd prim\u00e1tor. D\u00f4vod je jednoduch\u00fd. Prim\u00e1tor sa zauj\u00edma hlavne o n\u00e1zory in\u00e9ho prim\u00e1tora. \u0160\u00e9f logistiky je zvedav\u00fd tie\u017e viac na n\u00e1zor kolegu z inej firmy \u0161\u00e9fa logistiky. At\u010f.<\/p>\n\n\n\n

Takisto cielene je vybrat\u00e9 mesto podobnej ve\u013ekosti. Skalica a Myjava. Ak by to bola Skalica a Praha nem\u00e1 to tak\u00fd efekt, lebo nie s\u00fa si tie mest\u00e1 tak podobn\u00e9.<\/p>\n\n\n\n

c) geografick\u00e1 bl\u00edzkos\u0165 <\/strong>– To \u010do je n\u00e1m bli\u017e\u0161ie na n\u00e1s vo vhodn\u00fdch pr\u00edkladoch viac p\u00f4sob\u00ed.<\/p>\n\n\n\n

2 skoro identick\u00e9 vety na porovnanie pri ktor\u00fdch si sami odpovedzte, ktor\u00e1 veta vytvor\u00ed u prim\u00e1tora Skalice silnej\u0161iu odozvu.<\/p>\n\n\n\n

„S prim\u00e1torom Myjavy u\u017e upravujeme prv\u00e9 3 ulice“.<\/em><\/p>\n\n\n\n

“ S prim\u00e1torom Svidn\u00edka u\u017e upravujeme prv\u00e9 3 ulice.“<\/em><\/p>\n\n\n\n

C\u00edtite ten rozdiel?<\/p>\n\n\n\n

7. Uchopenie nejasnej predstavy<\/strong><\/p>\n\n\n\n

V tomto pr\u00edklade, je konkr\u00e9tnej\u0161ia predstava \u010do je vlastne pon\u00fakan\u00e9 obtia\u017ena.<\/p>\n\n\n\n

„Drobn\u00fdmi architektonick\u00fdmi z\u00e1sahmi pom\u00e1hame mest\u00e1m funk\u010dne a vizu\u00e1lne pr\u00ed\u0165a\u017elivo zladi\u0165 potreby chodcov, \u00e1ut a ostatn\u00fdch druhov dopravy“<\/em><\/p>\n\n\n\n

\u010co si prim\u00e1tor Skalice m\u00e1 pod t\u00fdm predstavi\u0165? Link na fotky pred a po uveden\u00fd v kr\u00e1tkej vete t\u00fato neistotu \u010diasto\u010dne rozpl\u00fdvaj\u00fa. Na tento probl\u00e9m poukazuje aj behavior\u00e1lna ekon\u00f3mia. \u013dudia nemaj\u00fa radi ak\u00fako\u013evek neistotu. Preto je d\u00f4le\u017eit\u00e9 ak\u00fdko\u013evek pocit neistoty zmen\u0161i\u0165 alebo eliminova\u0165. T\u00e1to \u0165a\u017eko uchopite\u013en\u00e1 slu\u017eba sa bez vizualiz\u00e1ci\u00ed v podstate ned\u00e1 uchopi\u0165. Poviete si, v\u0161ak ak by to bolo pre prim\u00e1tora zauj\u00edmav\u00e9, tak sa ozve a zist\u00ed viac. To je presne to, \u010do \u013eudia maj\u00fa tendenciu neurobi\u0165. Nechc\u00fa sa dost\u00e1va\u0165 do neist\u00fdch situ\u00e1ci\u00ed. Nechc\u00fa sa dosta\u0165 do debaty, ktor\u00e1 bude stratou \u010dasu a podobne. Chc\u00fa ma\u0165 pocit, \u017ee to maj\u00fa pod kontrolou.<\/p>\n\n\n\n

8. Pridan\u00e1 hodnota bez n\u00e1tlaku<\/strong><\/p>\n\n\n\n

„R\u00e1d by som s vami prebral va\u0161e postrehy a n\u00e1zory ako zlep\u0161i\u0165 Skalicu. Aj ke\u010f by ste sa rozhodli nepokra\u010dova\u0165 v konverz\u00e1ci\u00ed, z\u00edskali by ste na\u0161e n\u00e1pady a aj poh\u013eady in\u00fdch miest, ako sa rie\u0161i t\u00e9ma funk\u010dn\u00fdch ul\u00edc“.<\/em><\/p>\n\n\n\n

V t\u00fdchto vet\u00e1ch je zakomponovan\u00fd poznatok z behavior\u00e1lnej ekon\u00f3mie t\u00fdm, \u017ee sa sna\u017e\u00edme odobra\u0165 „nechu\u0165“ z n\u00e1kupu. „Take away the pain of purchase“<\/strong>. Samozrejme, \u017ee cie\u013e je preda\u0165, ale tla\u010den\u00edm na predaj si situ\u00e1ciu iba zhor\u0161ujeme. \u013dudia chc\u00fa ma\u0165 produkty a slu\u017eby, ale nechc\u00fa za ne plati\u0165. C\u00edtite to rovnako u seba? Ke\u010f sa nad t\u00fdm zamysl\u00edte, je to v podstate sedliacky rozum. Pom\u00f4\u017eem v\u00e1m a ni\u010d zato nechcem. Ak sa u\u017e ale dostanete do stretnutia, tak va\u0161e \u0161ance na predaj sa dramaticky zv\u00fd\u0161ia.<\/p>\n\n\n\n

A teraz si predstavte, \u017ee ste prim\u00e1tor Skalice. Ako na v\u00e1s p\u00f4sobia tie dve vety? Zauj\u00edma sa druh\u00e1 strana o v\u00e1s? Pon\u00faka v\u00e1m zadarmo pridan\u00fa hodnotu? Odi\u0161li by ste z mo\u017en\u00e9ho rozhovoru s cenn\u00fdmi inform\u00e1ciami a zistili ako to robia in\u00e9 mest\u00e1? Bolo v\u00e1m nazna\u010den\u00e9, \u017ee aj keby sme v diskusii nepokra\u010dovali, tak je to \u00faplne v poriadku? Ako to na v\u00e1s p\u00f4sob\u00ed? C\u00edtite sa pod tlakom, alebo sa tlak t\u00fdmito vetami zni\u017euje? Ke\u010f si zodpoved\u00e1te tieto ot\u00e1zky, dostanete odpove\u010f, ak\u00fd maj\u00fa zmysel tieto dve vety.<\/p>\n\n\n\n

Tento bod z\u00e1rove\u0148 s bodom 6. o tom ako sa v Myjave u\u017e upravuj\u00fa 3 ulice a z\u00e1rove\u0148 spomenutie:<\/p>\n\n\n\n

„z\u00edskate n\u00e1pady a poh\u013eady mnoh\u00fdch in\u00fdch miest“<\/em><\/p>\n\n\n\n

sa dot\u00fdka \u010fal\u0161ieho poznatku z behavior\u00e1lnej ekon\u00f3mie, ktor\u00fd sa naz\u00fdva „Efekt st\u00e1dovit\u00e9ho spr\u00e1vania – Herding effect“<\/strong>. Poviem v\u00e1m pr\u00edklad. M\u00e1te na v\u00fdber 2 re\u0161taur\u00e1cie, ktor\u00e9 nepozn\u00e1te. Jedna je pln\u00e1 \u013eud\u00ed a druh\u00e1 je pr\u00e1zdna. Do ktorej sa p\u00f4jdete najes\u0165? Pod\u013ea v\u00fdskumov skoro ka\u017ed\u00fd p\u00f4jde do plnej re\u0161taur\u00e1cie. Tento pr\u00edklad dokladuje iba domnienku a nie overen\u00fd fakt, \u017ee druh\u00e1 re\u0161taur\u00e1cia je hor\u0161ia. Za obsadenos\u0165ou re\u0161taur\u00e1cie v danom momente m\u00f4\u017eu by\u0165 r\u00f4zne d\u00f4vody. Takisto v emaily apelujeme na poh\u013eady mnoh\u00fdch in\u00fdch miest a v bode 6. na Myjavu, kde u\u017e to robia. Sna\u017e\u00edme sa navnadi\u0165 pocit, st\u00e1dovit\u00e9ho spr\u00e1vania. U\u017e to be\u017ene robia aj in\u00fd, tak sa pridaj.<\/p>\n\n\n\n

V t\u00fdchto 2 vet\u00e1ch je schovan\u00e1 aj psychol\u00f3gia a to v koncepte reciprocity<\/strong>. Je dok\u00e1zan\u00e9, \u017ee ak niekto urobil nie\u010do pre n\u00e1s, c\u00edtime pocit, urobi\u0165 na opl\u00e1tku nie\u010do pre neho.<\/p>\n\n\n\n

9. Call to action<\/strong><\/p>\n\n\n\n

Ak\u00fa formu call to action d\u00e1te je u\u017e na v\u00e1s, ale logicky je dobr\u00e9 na z\u00e1ver vyjadri\u0165 \u010do by malo nasledova\u0165. V tomto pr\u00edpade sa jedn\u00e1 o telefon\u00e1t. Ak nevyjadr\u00edte akciu ktor\u00e1 m\u00e1 nasledova\u0165, tak si zni\u017eujete \u0161ancu, \u017ee sa nie\u010do udeje. Takisto call to action mus\u00ed by\u0165 pre z\u00e1kazn\u00edka super jednoduch\u00fd. Je to poznatok z psychol\u00f3gie. Pre\u0165a\u017eenie inform\u00e1ciami zni\u017euje rozhodnos\u0165 \u013eud\u00ed. Preto \u017eiadne komplik\u00e1cie, \u017eiadne viacer\u00e9 kroky na jeho strane. Cielene chceme iniciova\u0165 \u010do najmenej rozm\u00fd\u0161\u013eania ako je to mo\u017en\u00e9. Prospekt ani z\u010faleka nie je rozhodnut\u00fd, \u017ee je dobr\u00e9 prejs\u0165 do detailnej\u0161ej komunik\u00e1cie. Preto cielene chceme, aby \u00faloha bola \u010do najjednoduch\u0161ia.<\/p>\n\n\n\n

„M\u00f4\u017eeme si zavola\u0165?“<\/em><\/p>\n\n\n\n

Tento call to action, cielene nie je submis\u00edvny. Napr. \u010dasto m\u00e1me tendenciu pou\u017e\u00edva\u0165:<\/p>\n\n\n\n

„Mohli by sme si zavola\u0165?“<\/em><\/p>\n\n\n\n

C\u00edtite rozdiel medzi t\u00fdmito vetami?<\/p>\n\n\n\n

10. Po\u010fakovanie vopred – vplyv reciprocity<\/strong><\/p>\n\n\n\n

V\u0161imnite si slovn\u00e9 spojenie:<\/p>\n\n\n\n

„Vopred \u010fakujem“.<\/em><\/p>\n\n\n\n

Zauj\u00edmav\u00e1 \u0161t\u00fadia zo psychol\u00f3gie \u0161tudovala tento moment reciprocity. Pod\u013ea danej \u0161t\u00fadie 66% odpoved\u00ed na email pri\u0161lo, ak sa pou\u017eilo „Thanks in advance“ 63% pri „Thanks“, 58% pri Thank you a klasiky z angli\u010dtiny ako napr. Best … iba 51%. Asi preto, \u017ee v angli\u010dtine nikto naozaj nie je „Sincerely a Best wishes“, ale zd\u00e1 sa, \u017ee sa c\u00edtime zaviazan\u00fd dokon\u010di\u0165 \u00falohu, za ktor\u00fa n\u00e1m bolo po\u010fakovan\u00e9. Napadlo by v\u00e1m, \u017ee tak\u00e1 drobnos\u0165 tie\u017e zav\u00e1\u017ei? Op\u00e4\u0165 ako v bode 8. sa stret\u00e1vame s konceptom reciprocity.<\/p>\n\n\n\n

11. Zapam\u00e4tate\u013en\u00e1 signat\u00fara<\/strong><\/p>\n\n\n\n

Vysoko pravdepodobne osoba, ktor\u00e1 obdr\u017eala email dost\u00e1va ve\u013ea nevy\u017eiadan\u00fdch emailov. Je to s\u00edce iba drobnos\u0165, ale v tomto pr\u00edklade sou signat\u00farou s fotkou polovice tv\u00e1re chcel by\u0165 zapam\u00e4tate\u013en\u00fd. Chcem by\u0165 odli\u0161n\u00fd od ostatn\u00fdch.<\/p>\n\n\n\n

Ak\u00fd m\u00e1te z toho pocit vy? Zapam\u00e4t\u00e1te si ma viac, kv\u00f4li tomuto detailu odli\u0161uj\u00facemu sa od \u0161tandardu? Ak \u00e1no, sk\u00faste si, ak to do v\u00e1\u0161ho segmentu sed\u00ed, nie\u010do podobn\u00e9 vymyslie\u0165.<\/p>\n\n\n\n

FOLLOW- UP EMAIL<\/strong><\/h3>\n\n\n\n

<\/h3>\n\n\n\n

<\/h3>\n\n\n\n

FOLLOW-UP EMAIL PR\u00cdKLAD BEZ KOMENTOV<\/strong><\/p>\n\n\n\n

Ulice v Skalici<\/strong><\/p>\n\n\n\n

Dobr\u00fd de\u0148 p\u00e1n Bar\u00e1t,<\/p>\n\n\n\n

Sna\u017eil som sa s Vami skontaktova\u0165, aby som si overil, \u010di v\u00e1m m\u00f4\u017eeme pom\u00f4c\u0165 s \u00fapravou tzv. komplexn\u00fdch ul\u00edc, ktor\u00e9 sme u\u017e napr. v Myjave uskuto\u010dnili.<\/p>\n\n\n\n

Ak v\u00e1s to nezauj\u00edma, alebo na \u00farade je in\u00e1 vhodnej\u0161ia osoba na prediskutovanie na\u0161ich poznatkov,<\/p>\n\n\n\n

pros\u00edm dajte mi vedie\u0165.<\/p>\n\n\n\n

Vopred \u010fakujem<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

<\/p>\n\n\n\n

Ve\u013ea obchodn\u00edkov to vzd\u00e1, ak nedostane odpove\u010f na prv\u00fd email. Opakovane sa s t\u00fdm stret\u00e1vam a v\u017edy je to sp\u00f4soben\u00e9 pocitom, \u017ee ak mi nebolo odpovedan\u00e9, tak z\u00e1kazn\u00edk asi nem\u00e1 z\u00e1ujem. Treba si uvedomi\u0165, \u017ee toto je domnienka a nie fakt. V prvom rade treba ma\u0165 nain\u0161talovan\u00fd email tracker, bez ktor\u00e9ho by som akvizi\u010dn\u00e9 emaily ani neposielal. Viac o tom v mojom blogu tu<\/u><\/a>, ktor\u00fd v\u00e1m s vysokou \u00fa\u010dinnos\u0165ou uk\u00e1\u017ee, \u010di email bol alebo nebol otvoren\u00fd.<\/p>\n\n\n\n

Ak email nebol otvoren\u00fd, tak poslanie follow-upu je pod\u013ea m\u0148a jasn\u00e9. Ak bol otvoren\u00fd, aj tak by som poslal follow-up, lebo \u013eudia z mojej sk\u00fasenosti \u010dasto zareaguj\u00fa a\u017e na\u0148ho. Pre\u010do? Lebo v\u00e1\u0161 email prirodzene nie je z\u00e1kazn\u00edkova vysok\u00e1 priorita. Be\u017ene sa st\u00e1va, \u017ee sa zabudne reagova\u0165, alebo druh\u00fd je nerozhodnut\u00fd a follow-upom ho tro\u0161ka „postr\u010d\u00edte“. Samozrejme, z\u00e1kazn\u00edk taktie\u017e nemus\u00ed ma\u0165 z\u00e1ujem, ktor\u00fd v\u00e1m prirodzene ned\u00e1 vedie\u0165. Stalo sa v\u00e1m, \u017ee na v\u00e1\u0161 email z\u00e1kazn\u00edk odp\u00edsal \u0161t\u00fdlom „Prep\u00e1\u010dte ale nem\u00e1m z\u00e1ujem?“ <\/em>Reagovali by ste na mieste z\u00e1kazn\u00edka ak nem\u00e1te z\u00e1ujem? Toto \u013eudia proste nerobia. Je to prirodzen\u00e1 \u013eudsk\u00e1 reakcia, nad ktorou nie je potrebn\u00e9 sa hlb\u0161ie zam\u00fd\u0161\u013ea\u0165. Napriek tomu, je to be\u017en\u00fd pocit mnoh\u00fdch obchodn\u00edkov, ktor\u00ed tento be\u017en\u00fd jav negat\u00edvne vn\u00edmaj\u00fa.<\/p>\n\n\n\n

Napriek hore nap\u00edsan\u00e9mu, v na\u0161ej kult\u00fare by som zase nezach\u00e1dzal do extr\u00e9mov. Na internete n\u00e1jdete r\u00f4zne n\u00e1vody ko\u013eko kr\u00e1t posla\u0165 email a stretol som sa aj s extr\u00e9mnymi n\u00e1zormi napr. \u017ee a\u017e 7x. Ja osobne odpor\u00fa\u010dam posla\u0165 follow up max 2x. To znamen\u00e1, \u017ee dokopy 3 emaily, ktor\u00e9 treba upravova\u0165. Nikdy neposielame rovnak\u00e9 follow-upy. Prv\u00fd a druh\u00fd follow up, ak si chcete zv\u00fd\u0161i\u0165 \u0161ancu na \u00faspech, je nutn\u00e9 upravi\u0165. V druhom follow-upe vyjadrite napr\u00edklad, \u017ee p\u00ed\u0161ete posledn\u00fd kr\u00e1t a podobne. Po\u010det follow-up email je samozrejme na v\u00e1s. M\u00f4\u017eete ma\u0165 nato odli\u0161n\u00fd n\u00e1zor.<\/p>\n\n\n\n

V tomto blogu rozoberiem detailnej\u0161ie iba prv\u00fd follow-up.<\/p>\n\n\n\n

1. Predmet je ve\u013emi d\u00f4le\u017eit\u00fd<\/strong><\/p>\n\n\n\n

Ak p\u00f4vodn\u00fd email nebol otvoren\u00fd, je to mo\u017eno kv\u00f4li predmetu, ktor\u00fd nezaujal. Odpor\u00fa\u010dam sa op\u00e4\u0165 pohra\u0165 s predmetom a nepreposla\u0165 p\u00f4vodn\u00fd email bez zmeny. Princ\u00edpy s\u00fa rovnak\u00e9 ako v bode 1. v akvizi\u010dn\u00fdch emailoch.<\/p>\n\n\n\n

2. Oslovenie – personaliz\u00e1cia<\/strong><\/p>\n\n\n\n

Rovnak\u00e9 ako v bode 2. v akvizi\u010dn\u00fdch emailoch<\/p>\n\n\n\n

3. Kr\u00e1tky email<\/strong><\/p>\n\n\n\n

Rovnak\u00e9 ako bod 3. v akvizi\u010dnom emaile iba s t\u00fdm rozdielom, \u017ee follow up email m\u00e1 by\u0165 e\u0161te podstatne krat\u0161\u00ed. D\u00f4vod je ten, \u017ee preposielate p\u00f4vodn\u00fd email, ktor\u00fd si z\u00e1kazn\u00edk dole m\u00f4\u017ee pre\u010d\u00edta\u0165.<\/p>\n\n\n\n

4. Follow-up<\/strong><\/p>\n\n\n\n

Tu je priestor pre vyjadrenie d\u00f4vodu pre\u010do op\u00e4\u0165 p\u00ed\u0161ete. Napr. Sna\u017eil som sa s vami skontaktova\u0165, aby som si overil …<\/p>\n\n\n\n

Alebo nie\u010do podobn\u00e9. Viac detailov klient n\u00e1jde v p\u00f4vodnom emaily.<\/p>\n\n\n\n

5. N\u00e1vnada<\/strong><\/p>\n\n\n\n

V tomto pr\u00edpade som si dovolil pou\u017ei\u0165 rovnak\u00fa n\u00e1vnadu ako v prvom emaily, iba som to preformuloval. St\u00e1le sa sna\u017e\u00edm z\u00e1kazn\u00edka navnadi\u0165.<\/p>\n\n\n\n

6. Call to action s brut\u00e1lnou \u00faprimnos\u0165ou<\/strong><\/p>\n\n\n\n

Tu je priestor na vyjadrenie, \u017ee sa na ni\u010d nehr\u00e1te a ak to druh\u00fa stranu nezauj\u00edma, alebo v tomto pr\u00edpade ak je niekto vhodnej\u0161\u00ed na diskusiu o tejto oblasti, tak to d\u00e1vate jasne najavo.<\/p>\n\n\n\n

7. Po\u010fakovanie vopred – vplyv reciprocity<\/strong> Rovnak\u00e9 ako v bode 10. akvizi\u010dn\u00fd email<\/p>\n\n\n\n

8. Zapam\u00e4tate\u013en\u00e1 signat\u00fara<\/strong><\/p>\n\n\n\n

Identick\u00e9 ako v bode 11. akvizi\u010dn\u00fd email<\/p>\n\n\n\n

FOLLOW-UP EMAIL PR\u00cdKLAD S KOMENTAMI<\/strong><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

SUMARIZ\u00c1CIA – V\u0160EOBECN\u00c9 RADY NA Z\u00c1VER:<\/strong><\/h3>\n\n\n\n

1. <\/strong>Predmet je najd\u00f4le\u017eitej\u0161\u00ed. Nad predmetom sa v\u017edy najviac zamyslite.<\/p>\n\n\n\n

2. Email m\u00e1 by\u0165 kr\u00e1tky. Ke\u010f nap\u00ed\u0161ete email, opakovane si ho pre\u010d\u00edtajte a vyhadzujte slov\u00e1 a vety, ktor\u00e9 s\u00fa zbyto\u010dn\u00e9.<\/p>\n\n\n\n

3. Na\u0161tudujte si druh\u00fa stranu a personalizujte vo viacer\u00fdch bodoch. Nie len osloven\u00edm.<\/p>\n\n\n\n

4. Nehovorte iba o sebe ak\u00fd ste \u00fa\u017easn\u00fd, unik\u00e1tny a podobne. To druh\u00fa stranu v\u00f4bec nezauj\u00edma, ale pozrite sa na hodnotu ktor\u00fa prin\u00e1\u0161ate a \u010do z toho m\u00e1 druh\u00e1 strana.<\/p>\n\n\n\n

5. Vyjadrite \u013eudskos\u0165 a z\u00e1ujem o druh\u00e9ho a netla\u010dte. Napr. radi d\u00e1te n\u00e1zory a n\u00e1pady a ak diskusia nebude \u010falej pokra\u010dova\u0165, je to \u00faplne v poriadku.<\/p>\n\n\n\n

6. Nezabudnite na call to action.<\/p>\n\n\n\n

7. Sna\u017ete sa by\u0165 origin\u00e1lny a zapam\u00e4tate\u013en\u00fd.<\/p>\n\n\n\n

8. Follow-up m\u00e1 by\u0165 e\u0161te podstatne krat\u0161\u00ed.<\/p>\n\n\n\n

9. Op\u00e4\u0165 sa pohrajte s predmetom.<\/p>\n\n\n\n

10. Pod\u013ea m\u0148a je dobr\u00e9 by\u0165 absol\u00fatne \u00faprimn\u00fd.<\/p>\n\n\n\n

11. Pri follow-upoch ne\u010dakajte pr\u00edli\u0161 dlho. Neposielajte email po t\u00fd\u017edni, ale rad\u0161ej po nieko\u013ek\u00fdch d\u0148och, aby nejak\u00e1 pam\u00e4\u0165ov\u00e1 stopa bola zachovan\u00e1.<\/p>\n\n\n\n

12. Ak nie\u010do chcete, pou\u017e\u00edvajte ide\u00e1lne pozdrav „Vopred \u010fakujem“.<\/p>\n\n\n\n

13. LinkedIn Inmaily. N\u00e1pady a pravidl\u00e1 s\u00fa vyu\u017eite\u013en\u00e9 s ur\u010dit\u00fdmi \u00fapravami aj v LinkedIn Inmailoch. To je mo\u017eno na \u010fal\u0161\u00ed \u010dl\u00e1nok. Hlavn\u00e9 je aby, kv\u00f4li form\u00e1tu ako sa zobrazuj\u00fa LinkedIn spr\u00e1vy, boli e\u0161te krat\u0161ie.<\/p>\n\n\n\n

Ako ste si mohli pre\u010d\u00edta\u0165, je to cel\u00e1 veda s mno\u017estvom poznatkov zo psychol\u00f3gie a behavior\u00e1lnej ekon\u00f3mie. Ide doslova o ka\u017ed\u00fa vetu a o ka\u017ed\u00e9 slovo.<\/p>\n\n\n\n

- Viktor Kostick\u00fd<\/p>","protected":false},"excerpt":{"rendered":"

N\u00e1vod ako p\u00edsa\u0165 akvizi\u010dn\u00e9 emaily. Rozoberieme ka\u017ed\u00fa vetu. V\u0161etko m\u00e1 svoj zmysel. Akvizi\u010dn\u00e9 emaily, pr\u00edpadne LinkedIn spr\u00e1vy, v z\u00e1vislosti od va\u0161ej industry a okolnost\u00ed, m\u00f4zu by\u0165 d\u00f4le\u017eit\u00e1 s\u00fa\u010das\u0165 z\u00edskavania nov\u00fdch z\u00e1kazn\u00edkov. V ka\u017edom pr\u00edpade nie je to jedin\u00e1 cesta, ale ur\u010dite je to podstatn\u00fd kan\u00e1l akvizi\u010dn\u00e9ho obchodu. Je zrejm\u00e9, \u017ee akvizi\u010dn\u00e9 emaily maj\u00fa ni\u017e\u0161iu pravdepodobnos\u0165 […]<\/p>\n","protected":false},"author":2,"featured_media":1283,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[],"class_list":["post-1282","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-obchod"],"acf":[],"yoast_head":"\nAko na akvizi\u010dn\u00e9 emaily aby mali odozvu? Pou\u017eite poznatky z behavior\u00e1lnej ekon\u00f3mie a psychol\u00f3gie. - okoboro<\/title>\n<meta name=\"description\" content=\"Praktick\u00fd n\u00e1vod na p\u00edsanie akvizi\u010dn\u00fdch emailov a follow-up spr\u00e1v. 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