大客户销售谋略 2003 10 11 10 12 ObjectiveofWorkshop UnderstandCharacteristicsofMajorAccountSellingStrategiesinWholeLifecycle thustoShortenbid to winratioShortensellingcyclesMinimizediscountsandnegotiatedconcessionsEstablishclear uniquebusinessvaluewiththecustomersReducesellingcoststhroughmoreeffectivesalesstrategiesIncreasesalesperemployee Developexpectedrelationshipwiththecustomers Eg StrategicPartnershipetc Agenda Day1HowtheCustomerMakeDecisionsSPINQuestionStrategyAccountEntryStrategyUnderstandYourCustomer TheirBusinessHowtoMakeYourCustomersNeedYouDay2Influencethecustomer schoiceDifferentiation VulnerabilityOvercomingFinalFearsSalesNegotiationHowtoEnsureContinuedSuccess 客户是如何做决策的 HowCustomerMakeDecisions TheResearchBaseTheCustomerDecisionProcessAccountStrategyintheRecognitionofNeedsPhaseAccountStrategyintheEvaluationofOptionsPhaseAccountStrategyintheResolutionofConcernsPhaseAccountStrategyintheImplementationPhaseSummary OverviewofMajorAccountSalesStrategy SalesStrategyshouldbeaboutcustomersandhowtoinfluencethem UnderstandingandWellPreparedaremandatorytoformaeffectivesalesstrategyCustomerBehaviorgoesthroughthreedistinctphasesinmakingamajorpurchasingdecisionsRecognitionofNeedsEvaluationofOptionsResolutionofConcernsAfourthphase follow upinimplementationphases ifitiswellhandled cangeneratesignificantadditionalsalesopportunities Eachoffourphasesrequiredadifferentsetofstrategiesandskills WhatisSalesStrategy WhatisMajorAccount SalesStrategyAwayofthinkinganddirectingyouractionstoeffectivelyinfluencecustomerpurchasingdecisions FocusonUnderstandingCustomerBehaviorNotProcedureortechniqueMajorAccounts20 80rulesNewCustomersPotentialCustomers Exercise ATypicalERPDealLifecycles WhatistypicalERPDealSellingCyclesCustomerDecisionProcessWhoisMajorAccountofERPS WTraditionalMfgOthers CustomerDecisionProcessResearchBase NeilRackhamHuthwaite35 000salescallsin27countries10 000salesSPIN Situation Problem Implication NeedPay off ATypicalPurchaseDecision NewPurchaseRequestOfProcurementDepartmentWhatAProcurementManagerSay Problem Dissatisfaction cannotsolvewithexistingequipmentorsuppliesSpec Objective Mustcarefullyresolveallconcern Exercise1 ProcurementProcess ReadAppendixA ProcurementProcessDoyouknowitbefore andhowyouknowwhichphaseyouareinwhileyoubid andyourstrategiesoneachphase 10minutes AccountStrategyintheRecognitionofNeedsPhase TheMostEffectiveSellingStrategyDuringthePhase Touncoverdissatisfactionintheaccountandtodevelopthatdissatisfactionuntilitreachesthecriticalmass Whendissatisfactionreachesasufficientlevelofintensityorurgency theaccountmakesadecisiontochange SuccesssalesasksalotofquestionsduringsalescallsthandotheirlesssuccessfulcolleaguesQuestioningSkills SPIN AccountStrategyintheEvaluationofOptionsPhase TheMostEffectiveSellingStrategyDuringthePhase ToCentralizeOnUnderstanding Influencing andRespondingtoCustomerDecisionCriteria Differentiateyoursolutionwithyourcompetitorsisoneofyoureffectivesellingstrategy CommonFaultsduringtheperiodisfailuretorecognizethatashifthastakenplaceincustomerconcerns Nottrytouncovercustomerguideline orcriteria formakingthedecision AccountStrategyintheResolutionofConcernsPhase TheMostEffectiveSalesStrategyDuringthePhaseTouncoverandhelpresolveperceivedriskLastminutesfearsandconcernsarisesthatcanblockthedecisionorcausecustomerstore opendiscussionswithcompetitors Asuccessfulsalesnormallyworkstouncoverandresolveissuesthataretroublingthecustomer eveniftheseissuesareuncomfortableanddifficulttodiscuss Negotiationiskeysellingtoolofthephase AccountStrategyintheImplementationPhase MostEffectiveStrategyofthePhaseFollow upafterpostimplementationleadstocontinuedsuccess VeryFewmajorsalesstopwhenthecustomersignsthecontract Howtobuilduplongtermrelationshipwiththecustomers ThinkAboutHowtoBuildUpStrategicRelationshipwiththeCustomer CustomerDecisionPhases 强大的销售工具 提问策略 准备 SPINQuestioning SituationQuestionsQuestionsthatgatherdataandbackgroundfacts E g Howmanypeopledoyouemploy What syourpresentERPsystem ProblemQuestionsQuestionsthatuncoverproblems difficultiesanddissatisfactions E g AreyouhappywithexistingERPsystem DoestheexistingERPsystemhasreliabilityproblems ImplicationQuestionsQuestionsthatexploretheconsequencesorimplicationsofcustomer sproblemE g DoesthisproblemleadstoincreasedcostsAsaresultoftheproblem dowegetmoredowntime Need payoffQuestionsQuestionsthatexplorethevalueorusefulnessofsolvingaproblemEg Whyisitsoimportanttoyou Woulditbeusefulif ImpliedNeeds ExplicitNeeds Benefit Advantage Features ImpliedNeedsStatementbythecustomersaboutproblems difficultiesordissatisfactionswiththeexistingsituation Eg Ialwaysgetbehindschedule Wehavebeenlostalotofmoneyinthisarea ExplicitNeedsStatementsofacustomer swantsorintentions Eg WhatIneedis Iwantsometo BenefitsStatementswhichshowhowaproduct aproductfeatureoradvantagemeetexplicitneedwhichhasbeenstatedbythecustomer Eg Youhavesaidyouneedfastturnaround wecangiveittoyoubytheendofthemonthAdvantageStatementshowinghowaproduct productfeaturecanbeusedorhelpthecustomer Mostadvantagescanbeexpres