大客户营销谋略-PPT课件.ppt
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- 客户 营销 谋略 PPT 课件
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1、 大客户销售谋略大客户销售谋略Objective of WorkshopUnderstand Characteristics of Major Account Selling Strategies in Whole Lifecycle,thus to+Shorten bid-to-win ratio+Shorten selling cycles+Minimize discounts and negotiated concessions+Establish clear,unique business value with the customers+Reduce selling costs th
2、rough more effective sales strategies+Increase sales per employee-Develop expected relationship with the customers.Eg.Strategic Partnership etc.AgendaDay 1+How the Customer Make Decisions+SPIN Question Strategy+Account Entry Strategy+Understand Your Customer&Their Business+How to Make Your Customers
3、 Need YouDay 2+Influence the customers choice+Differentiation&Vulnerability+Overcoming Final Fears+Sales Negotiation+How to Ensure Continued Success客户是如何做决策的客户是如何做决策的How Customer Make DecisionsThe Research BaseThe Customer Decision ProcessAccount Strategy in the Recognition of Needs PhaseAccount Str
4、ategy in the Evaluation of Options PhaseAccount Strategy in the Resolution of Concerns PhaseAccount Strategy in the Implementation PhaseSummary Overview of Major Account Sales Strategy Sales Strategy should be about customers and how to influence them.+Understanding and Well Prepared are mandatory t
5、o form a effective sales strategyCustomer Behavior goes through three distinct phases in making a major purchasing decisions+Recognition of Needs+Evaluation of Options+Resolution of ConcernsA fourth phase,follow-up in implementation phases,if it is well handled,can generate significant additional sa
6、les opportunities.Each of four phases required a different set of strategies and skills.What is Sales Strategy&What is Major Account Sales Strategy+A way of thinking and directing your actions to effectively influence customer purchasing decisions.Focus on Understanding Customer BehaviorNot Procedur
7、e or technique Major Accounts+20/80 rules+New Customers+Potential CustomersExercise:A Typical ERP Deal Lifecycles What is typical ERP Deal Selling Cycles+Customer Decision Process Who is Major Account of ERP S/W+Traditional Mfg+OthersCustomer Decision Process Research BaseNeil RackhamHuthwaite+35,00
8、0 sales calls in 27 countries+10,000 sales+SPIN (Situation,Problem,Implication,Need Pay-off)DecisionI:Recognition OfNeeds VChange OverTimeIVImplementationIIIResolution OfConcernsIIEvaluation OfOptionsBuyer CycleCustomer Decision ProcessA Typical Purchase Decision New Purchase Request Of Procurement
9、Department What A Procurement Manager Say:+Problem,Dissatisfaction,can not solve with existing equipment or supplies+Spec.;Objective;Must&Wants;Vendor Selection+If decision is big;carefully resolve all concern.Exercise 1.Procurement Process Read Appendix A:Procurement Process Do you know it before,a
10、nd how you know which phase you are in while you bid,and your strategies on each phase.10 minutesAccount Strategy in the Recognition of Needs PhaseThe Most Effective Selling Strategy During the Phase:+To uncover dissatisfaction in the account and to develop that dissatisfaction until it reaches the
11、critical mass.When dissatisfaction reaches a sufficient level of intensity or urgency,the account makes a decision to change.Success sales asks a lot of questions during sales calls than do their less successful colleaguesQuestioning Skills(SPIN)Account Strategy in the Evaluation of Options Phase Th
12、e Most Effective Selling Strategy During the Phase:+To Centralize On Understanding,Influencing,and Responding to Customer Decision Criteria.Differentiate your solution with your competitors is one of your effective selling strategy.Common Faults during the period is failure to recognize that a shift
13、 has taken place in customer concerns.Not try to uncover customer guideline,or criteria,for making the decision.Account Strategy in the Resolution of Concerns Phase The Most Effective Sales Strategy During the Phase+To uncover and help resolve perceived riskLast minutes fears and concerns arises tha
14、t can block the decision or cause customers to re-open discussions with competitors.A successful sales normally works to uncover and resolve issues that are troubling the customer,even if these issues are uncomfortable and difficult to discuss.Negotiation is key selling tool of the phase.Account Str
15、ategy in the Implementation Phase Most Effective Strategy of the Phase+Follow-up after post implementation leads to continued success.+Very Few major sales stop when the customer signs the contract.How to build up long term relationship with the customers?Think About How to Build Up Strategic Relati
16、onship with the Customer?Customer Decision PhasesDecision PhaseTypical Customer Concerns During the PhaseSign that the Phase is Over and the next phase are startingCommon Strategies errors in this phaseRecognition of Needs-How we a problem-How big is it-Does it justify actionsCustomer accepts that t
17、he problem is severe enough to justify changed and therefore decides to take actionsFailure to investigate/develop customer needsMaking product presentations too earlyEvaluation of Options-What criteria should we use in making a decision-Which competitor best meets our criteria?Customer has a clear
18、decision mechanism in place and has used it to select 1 or more final contenders Failure to uncover customers criteriaLittle attempt to influence/change stated criteriaResolution of Concerns-What are the risks of going ahead?-What if it goes wrong?-Can we trust these people?Customer make the purchas
19、ing decisions Ignoring concerns in the hope theyll go away.Pressuring the customer to make a decisionImplementation-Are we getting value from the decision?-How quickly will we see the resultsNew needs and dissatisfactions ariseFailure to treat implementation as a sales opportunitiesFailure to antici
20、pate vulnerable implementation points强大的销售工具强大的销售工具 提问策略提问策略准备SPIN Questioning Situation Questions+Questions that gather data and background facts.E.g:How many people do you employ?Whats your present ERP system?Problem Questions+Questions that uncover problems,difficulties and dissatisfactions.E.g:A
21、re you happy with existing ERP system?Does the existing ERP system has reliability problems.?Implication Questions+Questions that explore the consequences or implications of customers problemE.g.Does this problem leads to increased costsAs a result of the problem,do we get more down time.Need-payoff
22、 Questions+Questions that explore the value or usefulness of solving a problemEg.Why is it so important to you.?Would it be useful if?Implied Needs,Explicit Needs,Benefit,Advantage,FeaturesImplied Needs+Statement by the customers about problems,difficulties or dissatisfactions with the existing situ
23、ation.Eg.I always get behind schedule.We have been lost a lot of money in this area.Explicit Needs+Statements of a customers wants or intentions.Eg.What I need is I want some to Benefits+Statements which show how a product,a product feature or advantage meet explicit need which has been stated by th
24、e customer.Eg.You have said you need fast turnaround,we can give it to you by the end of the monthAdvantage+Statement showing how a product,product feature can be used or help the customer.Most advantages can be expressed in the form:because of feature,you can.”Eg.Because of our ERP product finance
25、module,you can get.Our new model can save additional 8%material cost.Features+Characteristics of a product or servicesEg.This unit cost$400.This is a closed loop feedback system.SPIN FormSituation QuestionProblem QuestionImplied NeedsExplicit NeedsImplication QuestionNeed-Payoff QuestionBenefitsAdva
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