大客户销售谋略(英文版).PPT
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1、大客户销售谋略,ObjectiveofWorkshop,UnderstandCharacteristicsofMajorAccountSellingStrategiesinWholeLifecycle,thustoShortenbid-to-winratioShortensellingcyclesMinimizediscountsandnegotiatedconcessionsEstablishclear,uniquebusinessvaluewiththecustomersReducesellingcoststhroughmoreeffectivesalesstrategiesIncreas
2、esalesperemployee-Developexpectedrelationshipwiththecustomers.Eg.StrategicPartnershipetc.,Agenda,Day1HowtheCustomerMakeDecisionsSPINQuestionStrategyAccountEntryStrategyUnderstandYourCustomerObjective;Mustcarefullyresolveallconcern.,Exercise1.ProcurementProcess,ReadAppendixA:ProcurementProcessDoyoukn
3、owitbefore,andhowyouknowwhichphaseyouareinwhileyoubid,andyourstrategiesoneachphase.10minutes,AccountStrategyintheRecognitionofNeedsPhase,TheMostEffectiveSellingStrategyDuringthePhase:Touncoverdissatisfactionintheaccountandtodevelopthatdissatisfactionuntilitreachesthecriticalmass.Whendissatisfactionr
4、eachesasufficientlevelofintensityorurgency,theaccountmakesadecisiontochange.SuccesssalesasksalotofquestionsduringsalescallsthandotheirlesssuccessfulcolleaguesQuestioningSkills(SPIN),AccountStrategyintheEvaluationofOptionsPhase,TheMostEffectiveSellingStrategyDuringthePhase:ToCentralizeOnUnderstanding
5、,Influencing,andRespondingtoCustomerDecisionCriteria.Differentiateyoursolutionwithyourcompetitorsisoneofyoureffectivesellingstrategy.CommonFaultsduringtheperiodisfailuretorecognizethatashifthastakenplaceincustomerconcerns.Nottrytouncovercustomerguideline,orcriteria,formakingthedecision.,AccountStrat
6、egyintheResolutionofConcernsPhase,TheMostEffectiveSalesStrategyDuringthePhaseTouncoverandhelpresolveperceivedriskLastminutesfearsandconcernsarisesthatcanblockthedecisionorcausecustomerstore-opendiscussionswithcompetitors.Asuccessfulsalesnormallyworkstouncoverandresolveissuesthataretroublingthecustom
7、er,eveniftheseissuesareuncomfortableanddifficulttodiscuss.Negotiationiskeysellingtoolofthephase.,AccountStrategyintheImplementationPhase,MostEffectiveStrategyofthePhaseFollow-upafterpostimplementationleadstocontinuedsuccess.VeryFewmajorsalesstopwhenthecustomersignsthecontract.Howtobuilduplongtermrel
8、ationshipwiththecustomers?ThinkAboutHowtoBuildUpStrategicRelationshipwiththeCustomer?,CustomerDecisionPhases,强大的销售工具提问策略,准备,SPINQuestioning,SituationQuestionsQuestionsthatgatherdataandbackgroundfacts.E.g:Howmanypeopledoyouemploy?WhatsyourpresentERPsystem?ProblemQuestionsQuestionsthatuncoverproblems,
9、difficultiesanddissatisfactions.E.g:AreyouhappywithexistingERPsystem?DoestheexistingERPsystemhasreliabilityproblems.?ImplicationQuestionsQuestionsthatexploretheconsequencesorimplicationsofcustomersproblemE.g.DoesthisproblemleadstoincreasedcostsAsaresultoftheproblem,dowegetmoredowntime.Need-payoffQue
10、stionsQuestionsthatexplorethevalueorusefulnessofsolvingaproblemEg.Whyisitsoimportanttoyou.?Woulditbeusefulif?,ImpliedNeeds,ExplicitNeeds,Benefit,Advantage,Features,ImpliedNeedsStatementbythecustomersaboutproblems,difficultiesordissatisfactionswiththeexistingsituation.Eg.Ialwaysgetbehindschedule.Weha
11、vebeenlostalotofmoneyinthisarea.ExplicitNeedsStatementsofacustomerswantsorintentions.Eg.WhatIneedisIwantsometoBenefitsStatementswhichshowhowaproduct,aproductfeatureoradvantagemeetexplicitneedwhichhasbeenstatedbythecustomer.Eg.Youhavesaidyouneedfastturnaround,wecangiveittoyoubytheendofthemonthAdvanta
12、geStatementshowinghowaproduct,productfeaturecanbeusedorhelpthecustomer.Mostadvantagescanbeexpressedintheform:becauseoffeature,youcan.”Eg.BecauseofourERPproductfinancemodule,youcanget.Ournewmodelcansaveadditional8%materialcost.FeaturesCharacteristicsofaproductorservicesEg.Thisunitcost$400.Thisisaclos
13、edloopfeedbacksystem.,SPINForm,SituationQuestion,ProblemQuestion,ImpliedNeeds,ExplicitNeeds,ImplicationQuestion,Need-PayoffQuestion,Benefits,Advantage,Feature,NormalSalesCallPlanningForm,Situation:ThebackgroundinformationIneedbeforeprobingfortheproblem:-,ProblemsThedifficultiesthecustomerhasthatIcou
14、ldsolve.-,Implications“Knockon”effectsforeachproblemstated-,PayOfTheValuetothecustomerofsolvingtheseproblems.-,SPINQuestioningStrategy,SituationQuestion,ProblemQuestion,ImplicationQuestion,NeedPayOffQuestion,AchievefactfindingobjectivesHavelowsellingimpactUsefulatfocusofreceptivityAchieveuncoveringd
15、issatisfactionobjectivesHavemoderatesellingimpactUsefulatfocusofdissatisfactionAchieveObjectivesofdevelopingandchannelsatisfactionHavehighsellingimpactUsefulatfocusofdissatisfactionandfocusofpowerAchieveobjectivesofrehearsingandselectivelychannelingcustomerattentionHavehighsellingimpactUsefulatfocus
16、ofdissatisfactionandfocusofpower,强大的销售工具理解你的客户,准备,AccountFundamental,OwnershipLocationCorporationActionsFinancialPerformanceFutureProspectsTimingOrganizationTopmanagementcadre,UnderstandingYourCustomers:OrganisationStructureUSAembargolistedcountries,licenseetc.Strategicadvicetodealwithshowstoppers.T
17、overifythebarrierisgenuinelyashowstopper.Dealwithshowstoppersrelativelyspeedily.ShowstoppersaretheonlythingsyoushouldnegotiateduringtheRecognitionofNeedortheEvaluationofOptionsPhases.,RightTimeforNegotiation,Noconsequence,noshowstopper.QuestionsaskingyourselfbeforenegotiationDoIhaveauthoritytoveryte
18、rms?Donotgivethecustomersignsyoucanchangeeverything.?,Negotiation,Anattemptbytwoormorepartiestoreachanagreementwhenthefollowing3conditionsarepresentBothpartiescanverythetermsTheresourceisscarceAgreementandconflictexistsimultaneously,TheOverlappingCirclesofSalesNegotiation,WhatYouWant,WhattheCustomer
19、Wants,WhatYouWant,WhattheCustomerWants,WhatYou/CustomerWants,EverySalesnegotiationlookslikethis,Notanegotiation;nocommonground.,Noneedfornegotiation;totaloverlap.,Short-termversusLongTerm,Somenegotiationisaroundmaximizeshorttermadvantageoverapersonyoullneverseeagain.LikeLongDistanceBus;TrainStationo
20、rAirportThisisapurelyrarecaseMostofnegotiationisarounddevelopingasolidbasisforfuturebusiness,longterm.,FiveUsefulWaysinNegotiation,FocusonareasofmaximumleverageEstablishandNarrowRangePlanandusequestionsSeparateunderstandingfromagreementRigorouslytestformisunderstandingPlannedConcession!,Focusonareas
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