重点客户如何销售.PPT
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1、ProgramObjectives,Developingandtestingacomprehensiveplanforyoursalesopportunity,Enablingyoutocommunicatemoreeffectivelywithyourteam,Shiftingyoursalesfocusfromtacticaltostrategic,Helpyouwinby.,Focusingontherightissueswiththerightpeopleattherighttime,ProgramMap,OpportunityAssessment,Strategy,Politics,
2、Alignment,Planning,Testing,Implementation,ProgramModules,AssesstheOpportunity,SettheCompetitiveStrategy,IdentifytheKeyPlayers,DefinetheRelationshipStrategy,TurnIdeasIntoActions,TestandImprovethePlan,ImplementtheProcess,TargetAccountSellingProcess,1,2,3,4,5,6,7,SalesReturnonInvestment,Level1,Level2,L
3、evel3,Productivity,Time,Tactical,Strategic,Competitive,Timeand$,Versatility,Level1,Level2,Level3,Focus,Orientation,Repertoire,Finance,Relationships,Event,Product/Service,Technology,Price,Operations,Development,Status,Mode,Politics,Resources,Performance,Considered,Reactive,Aware,PrematureorExcessive,
4、Inconsistent,Level1,Level2,Level3,NotinControl,Sales,Personal,Controlisprovidingbusinessvalueforthecustomerwhileforcingthecompetitiontooperateinreactmode.,Itisdifficulttocontrolexternaleventsunlessyouareincontrol.,UnreturnedphonecallsNoaccesstoinformationCriteriaslantedCriteriaconstantlychangesDelay
5、sBudgetgoesawayQuestioningbycustomersprobingyourweaknesses,PlayerschangeMeetingscancelledMeetingsdelegatedPreoccupiedwithpriceNoinsidesupportNotknowingyourewinning,Always5minuteslateToomanyhoursToomuchtelephonetimeContinualcrisisNothavingfun,PurposeProvideyouwithastructured,repeatablemethodologyfora
6、nalyzingasalesopportunityBenefitsQualifyopportunitiesfasterandmoreeffectivelybyanalyzingthemfromthemostcriticalcustomer,businessandcompetitiveperspectivesInvesttime,energyandresourcesontheopportunitiesyouaremostlikelytowinCommunicatethekeyissuesmoreeffectivelyusingacommonlanguageOutputComprehensivea
7、ssessmentofyourcurrentsalesopportunity,OpportunityAssessment,AssesstheOpportunity,SettheCompetitiveStrategy,IdentifytheKeyPlayers,DefinetheRelationshipStrategy,TurnIdeasIntoActions,TestandImprovethePlan,ImplementtheProcess,1,2,3,4,5,6,7,Page2.6,Introduction,+,Page2.7,Current:goodwinrate,Potential,Z=
8、1,Z=0ACCompromisedXthereinliestheirvulnerability.,OriginofStrategy,Page3.5,Develop,Flanking,Defend,Fragment,Frontal,CompetitiveStrategies,Page3.6,NoCompellingEventORNoUBV,CompellingEventexists/oryoucancreateoneANDYouhaveUBV,Position,Attack,FrontalStrategy,Definition,Afrontalstrategyisadirectapproach
9、basedonthecustomersperceptionofyouroverwhelmingsuperiorityinsolution,priceorreputation.,Guidelines/Caveats,Variations,Page3.7,3:1advantageRequiressize,speedorsurpriseResourceintensive(#8)Blatant/obviousMostoftenusedandeasilydefeatedstrategy,Features/price/performanceProprietarytechnologyWholeproduct
10、,Relationship/ExperiencePrestigeComfort/Security,Solution,Reputation,AltertheRules,FlankingStrategy,Definition,Aflankingstrategyshiftsthefocusofthecustomersbuyingcriteriatonewordifferentissuesthatfavoryoursolution.,Guidelines/Caveats,Variations,Page3.8,DontplaybytheirrulesMusthaveexecutivesupportMak
11、eyourmovelastDontopenthe“playingfield”,ABChangeorre-prioritizethecriteriaMovethegoalpost,AA+1ExpandthescopeofthedecisionAddnewcriteria,AcknowledgeandExpand,AltertheRules,FragmentStrategy,Definition,Afragmentstrategydividestheopportunityintosmallerpiecesandfocusesthecustomeronasubsetoftheissuesthatyo
12、ucanaddress.,Guidelines/Caveats,Variations,Page3.9,MusthaveUBVonlyyoucandeliver(#10)Requiresinsidesupport(#11)Pickthecorrectbaseforthefuture(#17)Monitorthecostofsales(#18),Department/Location/FunctionFootinthedoorBeachhead,CompatibilitywithcurrentenvironmentExtendcapacityEnhancecustomersinvestment(1
13、+1=3),Niche,PeacefulCoexistence,DefendStrategy,Definition,Adefendstrategyprotectsyourpositionfromtheinevitableassaultfromyourcompetitors.,Guidelines/Caveats,Variations,Page3.10,Expandyourrelationshipstoahigherlevel(#12)Supportyourallies(#11)Articulateyourcredibility(#12)andbusinessvalue(#10)Bewareof
14、self-isolationKeepyoureyeonyourcompetitors,Insulate,Isolate,Improveyourrelationships(#9)Supportyourallies(#11)Extendyourpresence,ContainthecompetitionCreatetangents/diversionsDilutethecompetitorsefforts,DevelopStrategy,Definition,Adevelopstrategyestablishesapositionforapossiblefutureengagement.,Guid
15、elines/Caveats,Variations,Page3.11,Nocompellingevent(#5),ORNotinapositiontocompeteEstablishpresenceforthefutureContinuetocollectprofiledata(1-20)Focusonexecutivecredibility(#12)QualifyyourROI(#18),Nocompellingevent(#5)Establishapresence,listenandwaitInvestmentmarketing,Notinapositiontocompete(#7)Att
16、ractivefuturealternative(#10)Requiresinsidesupport(#11),Invest,Delay,Onceyouhaveinitiatedyourstrategy,itshouldremainfixed,unlessthereisamajorshiftintheprofileinformation.,StrategyGuidelines,Page3.12,Frontal,Develop,Summary,Start,Doyouhavea3:1advantage?,Canyouchangeorexpandthebuyingcriteria?,Canyoufi
17、ndaprofitablesubsetoftheopportunitythatyoucanwin?,Doyouhaveapositionintheaccountthatyoumustprotect?,Istherefuturerevenue(#17)orstrategicvalue(#20)?,Disengage,N,N,N,Y,Y,Y,Y,Y,Y,N,N,Frontal,SolutionReputation,Flanking,ABAA+1,Fragment,NicheCoexistence,Defend,InsulateIsolate,Develop,InvestDelay,Istherea
18、compellingevent(#5)orcanyoucreateone?,Canyoucompete?(#6-#10),Y,N,Page3.13,PurposeProvideyouwithaframeworkforanalyzingthecustomersorganizationBenefitsShortenyoursalescyclebyspendingtimewiththerightpeoplediscussingtherightissuesUnderstandthecustomerspoliticssothatyouavoidsurprisesinthesalescampaignBro
19、adenyourviewofthecustomersorganizationsothatyoucanexpandyourpresenceOutputOrganizationmapofthecustomersformalandinformalorganization,Politics,AssesstheOpportunity,SettheCompetitiveStrategy,IdentifytheKeyPlayers,DefinetheRelationshipStrategy,TurnIdeasIntoActions,TestandImprovethePlan,ImplementtheProc
20、ess,1,2,3,4,5,6,7,Page4.38,Principles,Introduction,OrganizationalStructure,formal,Youcandenythelegitimacyofpolitics,butyoucannotdenyitsexistence.Nooneissayingthatyouhavetoplaythegame,butagameisbeingplayedwhetheryoulikeitornot.,PoliticalStructure,dejure/exofficio,apparent,necessary,Page4.39,informal,
21、defacto,subtle,reality,MappingtheOrganization,SeniorVP,DirectorofSalesandMarketing,DirectorofInformationServices,R&DManager,Mfg.Manager,SystemsManager,OperationsManager,SalesManager,ProductMarketingManager,Page4.40,Step#1MicroViewFormalStructure,BuyingRoleAdaptabilitytoChangeYourCoverageYourStatus,S
22、eniorVP,DirectorofEngineering,DirectorofEngineering,R&DManager,Mfg.Manager,SystemsManager,ProductMarketingManager,FormalRolesintheBuyingProcess,User,Evaluator,Decision-Maker,Approver,U,E,D,A,Page4.41,Sponsor,S,SeniorVP,DirectorofSalesandMarketing,DirectorofEngineering,DirectorofInformationServices,R
23、&DManager,Mfg.Manager,SystemsManager,OperationsManager,SalesManager,ProductMarketingManager,MappingBuyingRoles,A,D,E,EU,EU,E,Page4.42,AdaptabilitytoChange*,Innovators,Visionaries,Pragmatists,Conservatives,Laggards,*OriginallydevelopedbyEverettRogers,UniversityofIowaandrecentlyupdatedbyGeoffreyMoore,
24、InsidetheTornado.The“TechnologyAdoptionLifeCycle”modelisusedwithMr.Moorespermission.,Page4.43,WhatTheyBuy,WhatYouShouldSell,AdaptabilitytoChange,WhatTheyWant,TrialsTests,Industrystandardsatlowpricewithnorisk,Stateoftheart,RevolutionRecognition,Enhancementorextensionofexistingsystems,Investmentprotec
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- 重点 客户 如何 销售
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