麦古利培训.ppt

Klicken Sie,um das Titelformat zu bearbeiten,Copyright,Mercuri International 2008,Welcome,to your,Workshop,培训总结,1.,不同层面的客户对产品的关心点不同，要从客户的角度出发洽谈,找到切入点,.,2.,产品的特性对不同层面的客户影响不同,对产品的兴趣点不同，拜访时要注意谈论的重点,抓住不同层面客户的兴趣点,让客户对你感兴趣,.,3.,不同层面的客户的专业需求,(,理性需求,),与个人需求,(,情感需求,),不同,.,4.,满足不同层面用户的专业与情感需求,.,用户要得到的利益并非是纯粹的技术利益,更重要的是技术给客户带来的好处,.,5.,找出证据证明技术带来的利益,.,6.,原有客户使用的产品给他带来的利益来证明不同层次的用户关心的方向不同,找出不同层面客户的实际需求,(,潜在需求,).,7.,利用问题找出客户的实际需求,(,潜在需求,),缩短得到定单的时间,.,8.,谈判之前要想到客户可能提出的典型的反对问题,事先想好对策,.,9.,如何通过阻挠,直接面对最终决策者,.,Carl Zeiss IMT global,presence,3,Production,places,产品生产基地,32Sales-,Service-,and,Application,Organisations,销售,-,服务,-,应用,100,Business,Partners,商业伙伴,Global,Player,IMT,FY 06/07 ca.316 Mio.,revenue,3.16,亿欧元,Value,%,Units,%,31%,Asia,22%,33%,Europe,19%,21%,25%,30%,Germany,America,27%,21%,Within,4,years,the,sales,in,Asia,increased,from,14 to 22,%,在过去的四年之内，亚洲的销售额占,全球销售额的比例由,14%,增长到,22%,Worldwide,Growth,for,IMT,The 3 pillars follow our strategic goals,战略目标的三大主干,IMT,Strategy for profitable Growth,“,Develop the culture and build a growth climate,”,Find more,DuraMax,Growth in,“,volume/units“,and with new customers,销售台份和新客户的增加,Software/Applications,G2 line,O-Inspect,Find more,挖掘,/,开发,Growth in“,Advanced,technology“,“先进技术产品”的增长,Inline,Projects/Solutions,CT,HAM,Gantry,F 25(,Microparts,Find more,挖掘,/,开发,Prismo,/,Accura,Develop the,Core,Business,核心业务的发展,Keep more,保持,Services (technical),SFG,orientation,Mainly new customer acquisition,主要是新客户的信息收集,Create awareness,创新意识,Smaller customers with less knowledge of CMM,针对不了解三坐标的小型客户,Standardized products and services,标准化的产品和服务,High number of units necessary to achieve reasonable profit,大的销量必然达到合理的利润,No consultative selling,非顾问式销售,More price drive market,市场更多的为价格导向,Less USP,更少的,USP,Zeiss is probably not in the“relevant set”,蔡司在这一领域还是空白,Characteristic of the Volume Business segment,VB,机器产品的行业特性,Consequences for sales,销售理论,Working with the customer,客户合作,Information about decision making process and decision criteria,决策过程和决策标准的相关信息,Reduce efforts to win the customer,事半功倍赢得客户,Suitable topics,solutions and products/services,合适的议题，解决方案，产品和服务,Clear topics and strong messages,清晰的议题和丰富的信息,Benefit-oriented argumentation,以（客户）利宜为导向的论点,Customer-oriented and economical benefits,以客户为导向和客户的经济效益,Customer segmentation,客户划分,Development of appropriate selection criteria,建立适当的选择标准,Powerful IT-support,强大的,IT,支持,Be proactiv,e,有预见性,Territory management,渠道管理,Effective use of active selling time,有效利用有效的的销售时间,Lead,generation,市场信息的开发,How,many,squares,do,you,see?,你能看到多少方格,?,Quiz:Harvard,Research,测验,:,哈佛调查,Verbal presentation:,口头介绍,1.How,much was remembered after 3 days?,三天后还能记得多少？,2.How much was remembered after 3 months?,三个月后还能记得多少？,Verbal and visual presentation,:,口头和视觉介绍,3.How much was remembered after 3 days?,三天后还能记得多少？,4.How much was remembered after 3 months?,三个月后还能记得多少？,Verbal and visual presentation and notes:,口头视觉和笔记,5.How much was remembered after 3 days?,三天后还能记得多少？,6.How much was remembered after 3 months?,三个月后还能记得多少？,IMPACT Methodology,影响的方法,Presentations!,演示！,Impact is a process:Several questions leading to an optimal sales message.,影响是一个过程,:,通过问几个问题能够引导出最佳的销售信息。,You are responsible for the quality of the input of the discussions.,你要为讨论的话题的质量负责。,Mercuri will be leading and challenging(devils advocate).,麦古利将主导地来进行挑战,(,唱反调,),。,Impact asks for open minds and a positive attitude.,影响要求开放的思维和积极的态度。,Partly in workshops and sub groups/plenary feedback.,部分用于研讨会和小组,/,全体的反馈,.,The methodology,方法,About The Workshop,关于研讨会,Maximum sharing of knowledge between participants.,参与者之前,最大限度,地,分享信息,.,Brings Carl Zeiss internal expertise in line with sales and customers.,在销售和客户之间交流内部技术,Structured and focused way of working.,系统而集中的工作方式,.,Best thinkable and practised commercial message regarding,DuraMax,有关,DuraMax,最理性化和专业化的商业信息,No trial and error on customers.,不会将试验或者错误发生在客户身上,Business and result oriented.,商业和成效为导向的,Highly interactive,高互动,Our Proposal for You,我们对你的建议,From our experience we know that after you have returned to work,new ideas and analysis of the workshop notes will be abandoned due to the day-to-day problems confronting you.This takes away a big part of the desired success.,依照我们的经验，当你回到工作状态以后，在研讨会上记录的新想法和分析会被每天面对的很多问题所淹没。这将使成功离你越来越远。,You can avoid this!,你可以避免这些！,Please do the following:,请按照下列方法来做,:,During the workshop,在研讨会中,Note down in your working file all important ideas,advice,hints and arguments to each subject in the workshop.,在研讨会中把所有重要的想法，建议，线索和有争议的问题按照主题内容记录到你的工作笔记中。,After a subject has been concluded,select the ideas,advice and methods which are of importance in your day-to-day business and which seem to also be practical(idea selection).,当一个主题得出了结论，挑选对你的日常工作有用的和可实际操作的想法，建议和方法。,(,筛选想法,).,After the breaks,in the evening or directly after the workshop you should already think about how you want to put your new ideas into practice.,休息之后,在晚上或者研讨会后，你就应该考虑怎样把你的新想法付诸实践。,Our Proposal for You,我们对你的建议,Please do the following:,接下来要做的,:,After the workshop,研讨会后,Now,you should take care of the planning and implementation of your new ideas.Your action plan will help!,现在，你应该制订你的计划并且执行你的方案。你的行动计划将会派上用场！,Investigate those ideas which are of key importance to you in practice.,研究那些对你的实践工作最为重要的想法。,Prioritise.,制定优先,次序,.,At the end of the workshop,you should be able to:,到,研讨会结束的时候，你应该可以,:,Increase the,DuraMax,knowledge,of the sales force to enable sales to position the,DuraMax,solution.,增加销售对,DuraMax,产品知识的了解以便销售能够处理,DuraMax,的一些问题。,Increase the,sales competencies,to sell the competitive advantage of the,DuraMax,with the best possible commercial sales argument.,增强销售,人员的,能力,和,竞争,优势,，用最好,专业的,销售论据,来,推销,DuraMax,Increase revenues,.,增加营业额,Objectives,目的,Topics for our training,我们培训的主题,Introduction,导言,DuraMax,sales process,DuraMax,的销售过程,DuraMax,product presentation,DuraMax,的产品演示,DuraMax,customer presentation,DuraMax,的客户介绍,Customer profile and Background,客户描述和背景,Decision criteria,决策标准,DuraMax,benefits for the customer,购买,DuraMax,给客户带来的益处,Questions to identify the needs and wants for,Duramax,用来判断（客户）是否对,Duramax,产品有需求的问题,Objection handling,如何处理拒绝,Specific challenges:Getting an appointment,“open demo”,明确的挑战,:,得到一个拜访机会,“,公开演示”,Role plays,角色扮演,Personal Introduction,个人介绍,Your name and location?,你的名字和工作地点,?,Not being a sales man:,作为非销售人员,:What else could have been a good job for me?,还有什么别的工作适合我吗,?,What would I like to do with 3 Mio$?,如果我有三百万美金我会做什么,?,Expectations,期望,personal remarks(hobbies,family etc.),自我评价,(,爱好,家庭等等,.),Sales Process-Volume Business,销售过程,VB,产品,First contact,existing,customer,-appointment,首先联络老客户,-,预约,Follow up Visit,跟踪,Lead Generation,销售信息的产生,Define,the target,customer,for volume,B,usiness,定义,VB,产品,的目标客户,Screening,existing,new customer,with selection,C,riteria,放映过滤,-,老客户,-,经过标准挑选后的新客户,Mailing,(response,element),邮件,(,回应的基础,),Follow up,Call,电话跟踪,“open demo”,-hotel,-measuring,house,-open houses,business partner,“,开放性演示”,-,宾馆,-,测量工作室,-,招待会,-,商业伙伴,Contact Plan,(every x week),跟踪计划,(,每周,),installation,T,raining,安装培训,order processing,订单处理,after sales,P,rocess,售后服务,opportunity,talk,(First visit),identify or,create a need,YES,/,NO,分辨或者,创造需求,need,short term,mid/longterm,需求,短期,中长期,Q,uotatio,n,报价,D,emo,演示,negotiation,C,losing,商议结束,Q,uotation,报价,O,rder,下订单,First Visit,首次拜访,visit,possible,Y,E,S/,NO,拜访的可,能性,YES,demo,needed,NO,(criteria),肯定的,需要演示,否定的,(,标准,),Order,订购,R,eactive,First contact,new customer,(by phone),第一次接触新客户,(,通过电话,),IMPACT Question 1,Group Task,小组任务,Working in table groups,brainstorm the success factors for:,通过集体头脑风暴方式，讨论成功的要素,:,(I)Lead generation,市场开拓,(II)First visit,首次拜访,(III)Follow-up visit,跟踪拜访,(IV)Open Demo,公开演示,Be prepared to feedback your group discussions in a plenary session.,准备在集体会议中反馈小组讨论的结果。,The DuraMax presentation,Features,functions and references,DuraMax,的介绍,特性,功能 和 参考案例,The DuraMax presentation,Customer-oriented,DuraMax,介绍,以客户为导向,IMPACT Question 2,Group Task,小组任务,Working in table groups,brainstorm the profile of:,集体讨论以下问题,:,(I)a typical General Manager,一个具有代表性的总经理,(II)a typical Production Manager,一个具有代表性的产品经理,(III)a typical Quality Manager,一个具有代表性的质量经理,Try putting yourself in the shoes consider:,试着换位思考,:,(a)Age,年龄,(b)Education and Qualifications,教育程度和资历,(c)Job History,工作经验,(d)Professional Interests,专业兴趣,(e)Personal Interests,个人爱好,Be prepared to feedback your group discussions in a plenary session.,准备在集体会议中反馈小组讨论的结果。,IMPACT Question 3,Group Task,小组任务,Working in the same table groups,bearing in mind the output from IMPACT Question 1,brainstorm:,相同的一组进行配合，,请记住,IMPACT,问题,1,的讨论结果，,头脑风暴,:,(I)What these profiles imply for your sales approach,这些结果对你的销售方法有什么意义？,(II)The typical buying criteria/process of a General Manager,production manager,总经理，产品经理典型的购买标准,/,过程,Be prepared to feedback your group discussions in a plenary session.,准备在集体会议中反馈小组讨论的结果。,Worksheet,Buying Criteria,General Manager,Production Manager,Quality,Manager,Group Task,小组任务,Working in the same table groups,bearing in mind the output from previous IMPACT Questions,brainstorm what are the decision makers most important:,相同的一组进行配合，,记住之前几个,IMPACT,问题讨论的结果，,用头脑风暴方式思考什么对决策者来说最为重要：,(I)Professional needs,专业要求,(II)Personal wants,个人意愿,Be prepared to feedback your group discussions in a plenary session.,准备在集体会议中反馈小组讨论的结果。,IMPACT Question 4,Worksheet,General Manager,professional needs,personal wants,Worksheet,Production Manager,professional needs,personal wants,Worksheet,Quality Manager,professional needs,personal wants,IMPACT Question 5,Group Task,小组任务,Working in the same table groups,bearing in mind the output from previous IMPACT Questions,brainstorm what are the most important:,相同的一组进行配合，,记住之前几个,IMPACT,问题讨论的结果，,用头脑风暴方式思考什么是最重要的,:,(I)Benefits of,DuraMax,solution for the customer,DuraMax,的解决方案给客户带来的利益,Challenge your team to focus on benefits for the buyer not the features of the solution.,挑战你的团队，把讨论的焦点集中在客户的利益上，而非解决方案本身。,Be prepared to feedback your group discussions in a plenary session.,准备在全体会议中反馈小组讨论的结果。,Benefit,利益,Definition Benefit,A benefit is what the customer gains when a feature,or features,meet the requirements.,利益定义,利益是当一个特性或几个特性满足客户需求时，客户从中获得的利益,Needs“You want _”,需求“你想要,_”,benefits“which is important for you”,利益“哪个对你来说最重要”,“this will bring you“,“,这将带给你“,in addition,另外,“to achieve this you need“,“,满足你的要求“,features,proof,特性,验证,Presentation of our possible solutions,可行性解决方案的介绍,Examples and terms for benefit-oriented formulations,利益导向公式的实例与条件,Adjectives that express advantages,Potential benefits,quality-assuring/-enhancing,品质保证,/-,加强,P,rofitable,有利可图的,P,rofessional,专业的,Q,uick,快速的,T,ransparent,明显的,user-friendly,用户容易掌握使用的,efficient/effective,有效率的,/,有效的,in conformity with the law/standards,与法律,/,标准相符的,can be further developed,能进一步发展,Increased profits,利润增长,Reduced costs,降低成本,Safety(job security),安全,(,安全生产,),Savings in time,适时节省,Increased flexibility,适应性增加,Easier working,工作更轻松,Customer/employee satisfaction,客户,/,员工满意,Reputation/image,more customers,名誉,/,形象,更多的客户,Verbs for clarification and translation into customer benefits,(YOU perspective),.you thus attain.,.you thus get,.,你因此能达到,.,.,你因此可得到,.you thus achieve.,.that provides you,.,你因此能实现,.,可提供你,.you thus increase.,that offers you,.,你因此能增加,.,可给予你,.that gives you.,.that underlines,.,可带给你,.,.,强调,.that makes for.,.that reduces,.,有助于,.,.,可减少,.you thus avoid.,.,你因此可避免,.,.you thus save.,.,你因此可节省,.,.that means for you.,.,这个方法可为你,.,Worksheet,Benefit of,DuraMax,General Manager,Production Manager,Quality,Manager,Group Task,小组任务,Working in the same table groups,bearing in mind the output from previous IMPACT Questions,brainstorm what are the:,相同的一组配合，,记住之前几个,IMPACT,问题讨论的结果，,用头脑风暴方式思考,:,(I)Best proofs you can offer when the customer is“in doubt”,当客户质疑时，你能拿出的最有力的证据,Challenge your team to focus on the best proofs you can offer to satisfy the customer.,挑战你的团队，把问题的焦点集中在你能拿出的让客户满意的最有力证据,Be prepared to feedback your group discussions in a plenary session.,准备在集体会议中反馈小组讨论的结果。,IMPACT Question 6,Worksheet,Proof,The 3 levels of the customers requirements,客户需求的三个等级,Requirements/expectations/demands of the customer on his supplier,客户对供应商的要求,/,期望,/,需求,Basic requirements,Technical design and quality/price-performance of the offer,基本要求,Situative requirements,Quality of service and,advice/image,形势要求,Emotional requirements,Quality of the personal relationship,情感需求,The(potential)customer employs certain volumes with certain specifications.This means that certain Zeiss products are of interest,but not that the customer actually buys Zeiss products.,(,潜在,),客户使用一定数量的某种规格的产品。这就意味着某种,Zeiss,的产品是他们关注的，但客户不是一定会购买,Zeiss,的产品。,Technical specification,技术规范,Volume,产品数量,Delivery conditions,交货条件,Delivery date,交货日期,=Conditional for purchase,购买的基础条件,Is determined by the customer structure and his experience in the past.What individual problem solutions dies the customer expect in addition to the basic requirements?,这是由客户的组织结构以及过往经验所决定的。除了客户的基本需求外，个别问题的解决方案并未达到客户期望？,Simple handling/installation,简易安装,Technical advice/support,技术建议,/,支持,Safety,安全性,Employee qualification,雇员资质,Earnings possibilities,可得收入,24 h service,24,小时服务,Spare part availability,零备件的可得性,=Decisive for purchase,购买的决定性,Every person also wishes to satisfy his personal expectations with his purchase decision(empathy,trust),每个人都希望通过他的购买决定来满足他的个人需求。,(,情感,信任,),Recognition/prestige,公认,/,声望,Safety,安全性,Convenience,便利,Success/career,成功,/,事业,Need for contact/harmony,联系,/,协调的需求,=,Decisive for purchase,购买的决定性,Which factors influence the customers decision to establish a cooperation with a new supplier or to intensify the existing cooperation?,什么因素可以影响客户的决定：和一个新的供应商建立合作关系或者是强化现有的合作关系？,The DAPA principle,DAPA,原则,D,efinition of the customers require-ments for your product or service.,明确客户对你产品和服务的要求。,A,cceptance by the customer of the requirements,.,定义的要求被客户接受。,P,roof that your service or product can fulfil the customers requirements,.,证明你的服务和产品能满足客户的要求。,A,cceptance of the proof by the customer.,顾客能接受你提出的证据。,Motivation question:,“Can I ask you a few questions?”,鼓动性的问题,:,“,我能问你一些问题吗,?”,Open,neutral questions THINKING QUESTION,展开,中立性的问题,思考性问题,Summary/obtain acceptance,总结,/,得到认可,Closed questions,结束性提问,Customers requirements,客户需求,Questioning technique for identifying requirements The funnel technique,分辨需求的询问技巧,漏斗式技巧,Open,controlled questions,展开,具有导向性的问题,Group Task,小组任务,Working in the same table groups,bearing in mind the output from previous IMPACT,Questions,brainstorm what are the:,相同的一个小组配合，,记住之前几个,IMPACT,问题讨论的结果，,用头脑风暴方式思考,:,(I)Main questions you can ask in discussion to stimulate needs and wants proactively,在谈话过程中你能够激励,/,引导客户提出需求的一些主要问题。,Be prepared to feedback your group discussions in a plenary session.,准备在集体会议中反馈小组讨论的结果。,IMPACT Question 7,The DAPA principle,Features,Benefit,Unique,selling,point,Relevant customer situation,Leading questions,(rational),(emotional),Group Task,小组任务,Working in the same table groups,bearing in mind the output from previous IMPACT Questions,brainstorm what are the:,相同的一个小组配合，,记住之前几个,IMPACT,问题讨论的结果，,用头脑风暴方式思考,:,(I)Main objections you will encounter from the customer,你在客户那里遇到的最大的反对问题,(II)Possible answer,可能性的回答,Challenge your team members to think like customers.,以顾客角度思考，去挑战你的队友,.,Be prepared to feedbac