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1、1,How to Optimize MICE Sales, Revenue and Profits 销售攻心术 如何优化MICE业绩与利润,2,What are some of the biggest challenges you face in doing sales? 您在从事销售时，最大的困惑及挑战是什么？,How would you overcome? 你将如何克服？,3,How to Optimize MICE Sales, Revenue and Profits? 如何优化MICE业绩与利润？,Understanding the MICE Business 了解MICE行业 Man
2、aging the MICE Sales Process 如何梳理MICE销售流程 Negotiating for an Optimal Outcome in MICE 如何优化MICE谈判结果 Retaining and Growing MICE Customers 如何留住MICE客户并得到更多的业务,4,How to Optimize MICE Sales, Revenue and Profits? 如何优化MICE业绩与利润？,Understanding the MICE Business 了解MICE行业,5,What is MICE? MICE是什么？,Meetings 会议 In
3、centives 奖励 Conventions/ Conference 大型会议/研讨会 Exhibitions/ Events 展会/活动,6,What are your MICE Sub-Categories? 你的MICE有哪些细分类？,Annual Meetings 年会 Training 培训 Conventions 大型研讨会 Road shows 路演 Product launches 新品推介 Press conferences 新闻发布 Annual Dinners and Parties 年终晚宴 Weddings 婚宴 Luncheons/ breakfasts 午餐聚会
4、、早餐会 Staff meetings 内部会议 Interviews 面试 Incentive Tour 奖励旅游,7,What are your Customer Segments? 你的客户有哪些分类？,Booker/ Purchasing Department 订房员/ 采购部 Sales Department 销售部 Marketing Depratment 市场部 HR/ Training Department 人力资源/ 培训部 Others 其他,8,Target Customer and Opportunity Profile 目标客户与契机的特征,Customer type
5、 客户类型: Business nature 商务性质 Company size 公司规模 Decision making process 决策过程 Opportunity type 契机类型: What is the need? 哪方面的需求？ What are the concerns? 有什么顾虑？ What are the success factors? 需要哪些成功因素？,9,知己知彼，百战不殆,Know Thyself and Thy Adversary, A Hundred Battles Fought and Not Imperil Any,10,Price vs. Valu
6、e 价格 vs. 价值,11,What is the Value of Water?,水 值多少钱？,12,What do Your Customers Value? 你的客户会珍惜什么价值呢？,A Value is NOT a Real Value UNLESS the Customer Wants It! 客户所不惜的就不是真正的价值,13,When Selling MICE 当你在销售MICE时,Are you selling 你是在卖: Meeting rooms 会议室; F or 还是 A Package of Rooms, F&B and Meeting Facilities?
7、结合客房、餐饮及会议设施的配套？,14,If You Want to Sell at Higher Prices, Sell the Experience!,如果您想提高售价，你就必须让客户感受良好的体验,15,Describe what kind of MICE Experience you can deliver for your customers,具体形容你能够为你的客户提供怎样的MICE 体验,16,How can a Sales Person be of Value to Customers?,销售员要怎样才能给客户提供价值？,17,39% of a customers decis
8、ion to buy from your company is based on the effectiveness of the sales representative,39%的顾客是因为销售人员的表现而决定购买的,18,The R4 of the Customers Experience 客户购买经历的R4,Reliability 可靠性 Relationship 交情与关系 Responsiveness 积极性 Resourcefulness 资源整合,19,The R4 of a Competitors Key Account 竞争对手的大客户的R4,Relationship 交情与
9、关系 Customers booker has a strong relationship with your competitor 顾客的 booker 和你的竞争对手即现任的提供商有着密切的关系 Competitor also sells at 15% below your price 竞争对手的价格比你的价格还低15% Reliability 可靠性 Competitor provides Reliable service for day-to-day rooms and meetings 竞争对手在日常的订房与会议能提供可靠的服务 Service may be compromised
10、if there are large numbers of guests or complex requests 但是服务质量可能在人数较多或一旦遇到复杂的需求就会受到影响,20,The R4 of a Competitors Key Account 竞争对手的大客户的R4,Responsiveness 积极性 Competitor is Responsive when it comes to scheduling for bookings 竞争对手在客户下单时做出积极的安排 But their sales people hardly drops by during the events to
11、 make sure everything is in order 但是他们的销售人员极少到会议现场了解情况 Resourcefulness 资源整合 The competitor has been willing to be resourceful and flexible to the customers requests 竞争对手对客户的要求还是能够调动相关资源、灵活处理 However, the competitor did not proactively give the custoimer advice on how they can plan for a more success
12、ful event 但是竞争对手却没有为客户出谋划策，帮助客户将会议主办地更有声有色,21,Your R4 in Response to Lure the Customer 你所能够引诱客户的R4,Resourcefulness 资源整合 Using your past experiences in organising MICE, you pro-actively provide advice to the customer how to have a better event 利用你多年的MICE经验，你主动为客户出谋划策帮助他们将会议办得更好 Responsiveness 积极性 Eve
13、ry time you knew the customer is planning a MICE whether its in your hotel or not, you pro-actively provide advice on how they can plan for a better event 无论客户是否在你的酒店主办MICE，你都主动为客户出谋划策，将会议办得更好 In addition, you keep yourself updated about the customers upcoming MICE, so as you can be fully prepared 除
14、此之外，你也不断地了解客户近期有哪些MICE的安排,22,Your R4 in Response to Lure the Customer 你所能够引诱客户的R4,Reliability 可靠性 You illustrate your reliability by gathering pictures, videos and testimonials of past events 你以过去的会议的照片、视频及客户鉴言来增加你的可信度 You also let the customer know what steps you can take to prevent mistakes from h
15、appening 你也让客户知道你会采取什么样的行动避免失误 Relationship 交情与关系 Leverage your Resourcefulness, Responsiveness and Reliability to build winning Relationships with other influencers, in addition to the booker 通过你的出谋划策、积极态度以及可靠性增强你与客户的各层关系与交情,23,How do You Fare Against Your Main Competitor? 你跟你竞争对手的区别,Your Competito
16、rs R4: Reliability 可靠性 Relationship 交情与关系 Responsiveness 积极性 Resourcefulness 资源整合,Your R4: Reliability 可靠性 Relationship 交情与关系 Responsiveness 积极性 Resourcefulness 资源整合,24,多算胜少算，而况于无算乎！,If You Fail to Plan, You Plan to Fail!,25,胜兵先胜而后求战 败兵先战而后求胜,The victorious army plans for victory before fighting The vanquished army fights before planning for victory,26,Why Plan? 为什么要作计划？,“In preparing for battle, I have found plans are useless, but planning indispensable.” “在打仗前的准备阶段，我发现计划没什么作用，但又是不可缺少的。” Dwight D. Eisenhower 埃森豪威尔 (18901969), U.S. general, Republican, politician, president.美国总统、政治家、共和党、将军,
