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1、Modern Trade Academy大家早!1Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2001Modern Trade Academy一项惊人的调查销售员的商业地位2Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2001 Ref: f:WorkUnilever KAM Foundation Train the Trainer Understand the NeedsModer
2、n Trade Academy 两位医生的故事3Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2001Modern Trade Academy什 么 是 销 售 ？发现 需 要推介 方 案赢得 回 报保持 关 系4Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2001Modern Trade Academy Knowledge 知识T T M 时间地域管理Attitude 态度Skil
3、ls 技能Habit习惯5Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2001Modern Trade Academy两线线孰长长孰短？Ground Rules6Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2001Modern Trade Academy1Glendinning Management Consultants 2001 Ref: f:WorkUnilever KAM
4、Foundation Train the Trainer Understanding Customer NeedsModern Trade Academy了解客戶的需求 Understand the Needs7Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2001Modern Trade AcademyGlendinning Management Consultants 2001 Ref: f:Work Unilever KAM Foundation Train the Trainer
5、Understanding Customer Needs2Modern Trade Academy銷售量 價格毛利商業個人客戶的需求客戶採購的個人需求主要的商業需求支持性商業需求獨特的商業需求 (努力取得)利潤8Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2001Modern Trade AcademyGlendinning Management Consultants 2001 Ref: f:Work Unilever KAM Foundation Train the Trainer
6、Understanding Customer Needs3Modern Trade Academy採購的個人需求目標的達成 自我實現 在老闆面前表現良好 充份的資訊 順順利利 沒有大意外 好品質的簡報9Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2001Modern Trade AcademyGlendinning Management Consultants 2001 Ref: f:Work Unilever KAM Foundation Train the Trainer Under
7、standing Customer Needs3Modern Trade Academy採購的個人需求採購跟你一樣 也是一個平凡人!10Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2001Modern Trade AcademyGlendinning Management Consultants 2001 Ref: f:Work Unilever KAM Foundation Train the Trainer Understanding Customer Needs5Modern Tr
8、ade Academy客戶需求階層的練習20 minutes working in groups Feedback - 5 minutes discussionPurposePurposeMethodologyMethodologyTimingsTimings建立你的客戶的需求階層與你的組員共同來完成你們的 客戶的需求階層(包含商業及個人需求)11Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2001Modern Trade AcademyGlendinning Management Co
9、nsultants 2001 Ref: f:Work Unilever KAM Foundation Train the Trainer Understanding Customer Needs6Modern Trade Academy客戶: _客戶的需求階層表採購的 個人需求主要的商業需求支持性商業需求獨特的商業需求商業個人12Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2001Modern Trade Academy降龍六式重回武林降龍六式重回武林13Unilever KAM Fou
10、ndation Train the TrainerGlendinning Management Consultants 2001Modern Trade Academy讓你可以所向披靡讓你可以所向披靡讓你可以讓你可以不用談判不用談判就把東西賣出去就把東西賣出去降龍六式降龍六式 14Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2001Modern Trade AcademyStructured Commercial SellingUnderstand the NeedsReinforce
11、Key Commercial BenefitsThe Commercial PropositionAgreement to ProceedSecuring the ResultCurrent conditions Customer needs - establish, create, confirm Questioning / listening Opportunities for benefits Confirm contact interest Check understanding of situation / needsSimple, clear, concise? Does it m
12、eet the needs? Does it suggest action? Indicate that the benefits of Proposal can satisfy needsWho does what, when, where Give assurance its practical Anticipate questions and objections Feature - Benefit - Need Ensure UnderstandingReinforce that our idea gives him / her what he / she needs Check hi
13、s / her understanding of the key benefits matching his / her principal needsOffer a choice Get a decision Suggest something we can do Use silenceObjective SettingS.M.A.R.T導引需求再次強調好處提案取得首肯鞏固結果設定目標降龍六式降龍六式 12mins30sec6mins1min30sec 15Unilever KAM Foundation Train the TrainerGlendinning Management Cons
14、ultants 2001Modern Trade Academy訂定一個“聰明”的目標 Objective SettingSMART!16Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2001 Ref: f:WorkUnilever KAM Foundation Train the Trainer Understand the NeedsModern Trade Academy為什麼要設定目標呢?17Unilever KAM Foundation Train the TrainerGlen
15、dinning Management Consultants 2001Modern Trade Academy知道自己想要達成什麼 較有鬥志 較有時間的壓力較容易達成目標為什麼要設定目標?18Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2001Modern Trade Academy設定目標前先了解n公司目標是什麼?n你的整體事業目標是什麼?n產品群目標是什麼?n你的客戶的目標是什麼?n你的個人目標是什麼?n大部份客戶的目標是什麼?n目前每個目標的達成如何?19Unilever KAM
16、Foundation Train the TrainerGlendinning Management Consultants 2001Modern Trade Academy目的成功標準方法設定目標練習每個人訂出一個最重要的目標 - 針對一個重要的客 戶且在未來十二個月內需要完成的將下列事項寫在白紙上:n每個人針對所負責的客戶訂出明天會議的目 標針對這個客戶 我想要達成什麼 ?n五分鐘 - 將目標寫在白紙上20Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2001Modern Trade Academy “聰明”的目 標SMART!21Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2001
