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1、大客户销售谋略 2003 10 11 10 12 ObjectiveofWorkshop UnderstandCharacteristicsofMajorAccountSellingStrategiesinWholeLifecycle thustoShortenbid to winratioShortensellingcyclesMinimizediscountsandnegotiatedconcessionsEstablishclear uniquebusinessvaluewiththecustomersReducesellingcoststhroughmoreeffectivesales
2、strategiesIncreasesalesperemployee Developexpectedrelationshipwiththecustomers Eg StrategicPartnershipetc Agenda Day1HowtheCustomerMakeDecisionsSPINQuestionStrategyAccountEntryStrategyUnderstandYourCustomer TheirBusinessHowtoMakeYourCustomersNeedYouDay2Influencethecustomer schoiceDifferentiation Vul
3、nerabilityOvercomingFinalFearsSalesNegotiationHowtoEnsureContinuedSuccess 客户是如何做决策的 HowCustomerMakeDecisions TheResearchBaseTheCustomerDecisionProcessAccountStrategyintheRecognitionofNeedsPhaseAccountStrategyintheEvaluationofOptionsPhaseAccountStrategyintheResolutionofConcernsPhaseAccountStrategyint
4、heImplementationPhaseSummary OverviewofMajorAccountSalesStrategy SalesStrategyshouldbeaboutcustomersandhowtoinfluencethem UnderstandingandWellPreparedaremandatorytoformaeffectivesalesstrategyCustomerBehaviorgoesthroughthreedistinctphasesinmakingamajorpurchasingdecisionsRecognitionofNeedsEvaluationof
5、OptionsResolutionofConcernsAfourthphase follow upinimplementationphases ifitiswellhandled cangeneratesignificantadditionalsalesopportunities Eachoffourphasesrequiredadifferentsetofstrategiesandskills WhatisSalesStrategy WhatisMajorAccount SalesStrategyAwayofthinkinganddirectingyouractionstoeffective
6、lyinfluencecustomerpurchasingdecisions FocusonUnderstandingCustomerBehaviorNotProcedureortechniqueMajorAccounts20 80rulesNewCustomersPotentialCustomers Exercise ATypicalERPDealLifecycles WhatistypicalERPDealSellingCyclesCustomerDecisionProcessWhoisMajorAccountofERPS WTraditionalMfgOthers CustomerDec
7、isionProcessResearchBase NeilRackhamHuthwaite35 000salescallsin27countries10 000salesSPIN Situation Problem Implication NeedPay off ATypicalPurchaseDecision NewPurchaseRequestOfProcurementDepartmentWhatAProcurementManagerSay Problem Dissatisfaction cannotsolvewithexistingequipmentorsuppliesSpec Obje
8、ctive Mustcarefullyresolveallconcern Exercise1 ProcurementProcess ReadAppendixA ProcurementProcessDoyouknowitbefore andhowyouknowwhichphaseyouareinwhileyoubid andyourstrategiesoneachphase 10minutes AccountStrategyintheRecognitionofNeedsPhase TheMostEffectiveSellingStrategyDuringthePhase Touncoverdis
9、satisfactionintheaccountandtodevelopthatdissatisfactionuntilitreachesthecriticalmass Whendissatisfactionreachesasufficientlevelofintensityorurgency theaccountmakesadecisiontochange SuccesssalesasksalotofquestionsduringsalescallsthandotheirlesssuccessfulcolleaguesQuestioningSkills SPIN AccountStrateg
10、yintheEvaluationofOptionsPhase TheMostEffectiveSellingStrategyDuringthePhase ToCentralizeOnUnderstanding Influencing andRespondingtoCustomerDecisionCriteria Differentiateyoursolutionwithyourcompetitorsisoneofyoureffectivesellingstrategy CommonFaultsduringtheperiodisfailuretorecognizethatashifthastak
11、enplaceincustomerconcerns Nottrytouncovercustomerguideline orcriteria formakingthedecision AccountStrategyintheResolutionofConcernsPhase TheMostEffectiveSalesStrategyDuringthePhaseTouncoverandhelpresolveperceivedriskLastminutesfearsandconcernsarisesthatcanblockthedecisionorcausecustomerstore opendis
12、cussionswithcompetitors Asuccessfulsalesnormallyworkstouncoverandresolveissuesthataretroublingthecustomer eveniftheseissuesareuncomfortableanddifficulttodiscuss Negotiationiskeysellingtoolofthephase AccountStrategyintheImplementationPhase MostEffectiveStrategyofthePhaseFollow upafterpostimplementati
13、onleadstocontinuedsuccess VeryFewmajorsalesstopwhenthecustomersignsthecontract Howtobuilduplongtermrelationshipwiththecustomers ThinkAboutHowtoBuildUpStrategicRelationshipwiththeCustomer CustomerDecisionPhases 强大的销售工具 提问策略 准备 SPINQuestioning SituationQuestionsQuestionsthatgatherdataandbackgroundfact
14、s E g Howmanypeopledoyouemploy What syourpresentERPsystem ProblemQuestionsQuestionsthatuncoverproblems difficultiesanddissatisfactions E g AreyouhappywithexistingERPsystem DoestheexistingERPsystemhasreliabilityproblems ImplicationQuestionsQuestionsthatexploretheconsequencesorimplicationsofcustomer s
15、problemE g DoesthisproblemleadstoincreasedcostsAsaresultoftheproblem dowegetmoredowntime Need payoffQuestionsQuestionsthatexplorethevalueorusefulnessofsolvingaproblemEg Whyisitsoimportanttoyou Woulditbeusefulif ImpliedNeeds ExplicitNeeds Benefit Advantage Features ImpliedNeedsStatementbythecustomers
16、aboutproblems difficultiesordissatisfactionswiththeexistingsituation Eg Ialwaysgetbehindschedule Wehavebeenlostalotofmoneyinthisarea ExplicitNeedsStatementsofacustomer swantsorintentions Eg WhatIneedis Iwantsometo BenefitsStatementswhichshowhowaproduct aproductfeatureoradvantagemeetexplicitneedwhichhasbeenstatedbythecustomer Eg Youhavesaidyouneedfastturnaround wecangiveittoyoubytheendofthemonthAdvantageStatementshowinghowaproduct productfeaturecanbeusedorhelpthecustomer Mostadvantagescanbeexpres
