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1、Welcome toTarget Account Selling,2020年9月16日星期三,Program Objectives,Developing and testing a comprehensive plan for your sales opportunity,Enabling you to communicate more effectively with your team,Shifting your sales focus from tactical to strategic,Help you win by.,Focusing on the right issues with
2、 the right peopleat the right time,TAS.STD.OTE.070.01.120597.060100.pptSiebel Systems, Inc. All rights reserved. *,Program Map,Opportunity Assessment,Strategy,Politics,Alignment,Planning,Testing,Implementation,Program Modules,Assess the Opportunity,Set the Competitive Strategy,Identify the Key Playe
3、rs,Define the Relationship Strategy,Turn IdeasInto Actions,Test and Improvethe Plan,Implement the Process,Target Account Selling Process,1,2,3,4,5,6,7,TAS.STD.OTE.070.01.120597.060100.pptSiebel Systems, Inc. All rights reserved. *,Sales Return on Investment,Level 1,Level 2,Level 3,Productivity,Time,
4、Tactical,Strategic,Competitive,Time and $,TAS.STD.OTE.070.01.120597.060100.pptSiebel Systems, Inc. All rights reserved. *,Versatility,Level 1,Level 2,Level 3,Focus,Orientation,Repertoire,Finance,Relationships,Event,Product/Service,Technology,Price,Operations,TAS.STD.OTE.070.01.120597.060100.pptSiebe
5、l Systems, Inc. All rights reserved. *,Development,Status,Mode,Politics,Resources,Performance,Considered,Reactive,Aware,Premature or Excessive,Inconsistent,Level 1,Level 2,Level 3,TAS.STD.OTE.070.01.120597.060100.pptSiebel Systems, Inc. All rights reserved. *,Not in Control,Sales,Personal,Control is
6、 providing business value for the customer while forcing the competition to operate in react mode.,It is difficult to control external events unless you are in control.,Unreturned phone calls No access to information Criteria slanted Criteria constantly changes Delays Budget goes away Questioning by
7、 customers probing your weaknesses,Players change Meetings cancelled Meetings delegated Preoccupied with price No inside support Not knowing youre winning,Always 5 minutes late Too many hours Too much telephone time Continual crisis Not having fun,TAS.STD.OTE.070.01.120597.060100.pptSiebel Systems,
8、Inc. All rights reserved. *,Purpose Provide you with a structured, repeatable methodology for analyzing a sales opportunity Benefits Qualify opportunities faster and more effectively by analyzing them from the most critical customer, business and competitive perspectives Invest time, energy and reso
9、urces on the opportunities you are most likely to win Communicate the key issues more effectively using a common language Output Comprehensive assessment of your current sales opportunity,Opportunity Assessment,Assess the Opportunity,Set the Competitive Strategy,Identify the Key Players,Define the R
10、elationship Strategy,Turn IdeasInto Actions,Test and Improvethe Plan,Implement the Process,1,2,3,4,5,6,7,Page 2.7,TAS.STD.OTE.070.01.120597.060100.pptSiebel Systems, Inc. All rights reserved. *,Introduction,+,Page 2.8,Current: good win rate,Potential,Z = 1,Z = 0 A C Compromised X therein lies their
11、vulnerability.,Origin of Strategy,Page 3.5,TAS.STD.OTE.070.01.120597.060100.pptSiebel Systems, Inc. All rights reserved. *,Develop,Flanking,Defend,Fragment,Frontal,Competitive Strategies,Page 3.6,No Compelling Event OR No UBV,Compelling Eventexists/or you can create one AND You have UBV,Position,Att
12、ack,TAS.STD.OTE.070.01.120597.060100.pptSiebel Systems, Inc. All rights reserved. *,Frontal Strategy,Definition,A frontal strategy is a direct approach based on the customers perception of your overwhelming superiority in solution, price or reputation.,Guidelines/Caveats,Variations,Page 3.7,3:1 adva
13、ntage Requires size, speed or surprise Resource intensive (#8) Blatant/obvious Most often used and easily defeated strategy,Features/price/performance Proprietary technology Whole product,Relationship/Experience Prestige Comfort/Security,Solution,Reputation,TAS.STD.OTE.070.01.120597.060100.pptSiebel
14、 Systems, Inc. All rights reserved. *,Alter the Rules,Flanking Strategy,Definition,A flanking strategy shifts the focus of the customers buying criteria to new or different issues that favor your solution.,Guidelines/Caveats,Variations,Page 3.8,Dont play by their rules Must have executive support Ma
15、ke your move last Dont open the “playing field”,A B Change or re-prioritize the criteria Move the goal post,A A+1 Expand the scope of the decision Add new criteria,(#6 and #14),(#6 and #14),Acknowledge and Expand,Alter the Rules,TAS.STD.OTE.070.01.120597.060100.pptSiebel Systems, Inc. All rights res
16、erved. *,Fragment Strategy,Definition,A fragment strategy divides the opportunity into smaller pieces and focuses the customer on a subset of the issues that you can address.,Guidelines/Caveats,Variations,Page 3.9,Must have UBV only you can deliver (#10) Requires inside support (#11) Pick the correct base for the future (#17) Monitor the cost of sales (#18),Department/Location/Function Foot in the door Beachhead,Compatibil
