ibm销售七步法课件.ppt

1、N o ve m b e r,2 0 0 1S ig n a tu re S e llin g M e th o dS ig n a tu re S e llin g M e th o d(S S M)(S S M)F u n d a m e n ta ls F u n d a m e n ta lsE sta b lish e d a s I B M s S ig n a tu reN o te:T h is p re s e n ta tio n c o n ta in s s p e a k e r n o te s.The world is changing around us.The

2、 world is changing around us.Our CustomersOur CustomersThe buyer process is changing with line of business executives playing an increasing role.Customers now expect more from us and faster than ever before.Our CompetitorsOur CompetitorsOur competitors are reorienting themselves to go after the e-bu

3、siness market space.Our IndustryOur IndustryThe e-business explosion is changing the shape of business and information technology.What will our signature be?What will our signature be?IIBMAmericasYour Business UnitSignature Selling MethodPersonalSystemsEMEASoftwareFinancingIndustriesAsia PacificServ

4、ersBusinessPartnersServicesTechnologyOur challenges are no secret.Our challenges are no secret.We dont always focus on the best solution for the customerTeamIBM?What TeamIBM?We expect a lot from each other,but roles and responsibilities are unclearWe dont speak the same language internallyWe put tim

5、e,money and resources into unqualified opportunitiesWe need to establish some We need to establish some common common goalsgoals Create customer value in every interactionBuild and leverage the synergy of TeamIBMImprove our win rate and shorten the length of the selling cycleCommon Language Sales Ai

6、dsTrainingSSM as a method is a proven approach supported SSM as a method is a proven approach supported by common language,tools and trainingby common language,tools and trainingSo lets get started with.the SSM JourneySo lets get started with.the SSM JourneyThe Spirit and Essence of SSMHow SSM was D

7、evelopedThe SSM Steps Sales Aids to Bring SSM AliveIBMs Commitment to SSMThe spirit and essence of SSM can be The spirit and essence of SSM can be characterized in a few key wordscharacterized in a few key wordsCustomerThought-LeadershipValueThe spirit and essence of SSM can be The spirit and essenc

8、e of SSM can be characterized in a few key wordscharacterized in a few key wordsCustomerTeamworkTeamworkThought-LeadershipValueSpeedSpeedCommon LanguageCommon LanguageThe spirit and essence of SSM can be The spirit and essence of SSM can be characterized in a few key wordscharacterized in a few key

9、wordsCustomerTeamworkTeamworkDisciplineThought-LeadershipValueSpeedSpeedCommon LanguageCommon LanguageCoachingWinningResultsResultsEvaluateBusinessEnvironmentDevelop Business Strategy&InitiativesRecognizeNeedEvaluateOptionsSelectSolutionOptionImplementSolution&EvaluateSuccessResolveConcerns&DecideTy

10、pical Customer Buying ProcessCustomers tend to buy in predictable waysCustomers tend to buy in predictable waysIf our customers could buy IBM products and If our customers could buy IBM products and services from services from anyone,anyone,would they choose would they choose us?us?Understand my bus

11、iness and IT environmentDevelop plans linked to my business initiativesW ork with me to establish my buying visionArticulate capabilities clearlyDevelop the solution with meHelp to resolve my concerns and decideMonitor the solution and ensure my expectations are metW ho will add value beyond just th

12、e products and services they sell?IBMOthersEvaluateBusinessEnvironmentDevelop Business Strategy&InitiativesRecognizeNeedEvaluateOptionsSelectSolutionOptionImplementSolution&EvaluateSuccessResolveConcerns&DecideTypical Customer Buying ProcessUnderstand Customer Business&IT EnvironmentDevelop Plans Li

13、nked to Customer Bus InitiativesEstablish Buying Vision with CustomerArticulate IBM Capabilities&Qualify OpportunityDevelop Solution with CustomerMonitor Implem.&Ensure Expectations are MetClose the SaleSignature Selling MethodSSM helps you create value by bridging from the SSM helps you create valu

14、e by bridging from the buying to the selling steps buying to the selling steps Sales Aids forSales Aids forcustomer interactions customer interactions call planningcall planning selling strategiesselling strategiesmanaging progressmanaging progressProven and effective sales aids will bring SSM alive

15、 Proven and effective sales aids will bring SSM alive for you and your customersfor you and your customersW ith SSM,your customers will choose W ith SSM,your customers will choose youyou and and TeamIBM because you will.TeamIBM because you will.Differentiate yourself and your team in the ways you cr

16、eate customer valueEngage TeamIBM effectively to rally around the customers needsSell with speedPart 2:What is SSM Really?Part 2:What is SSM Really?The Elements of SSMThe Elements of SSMVerifiable Outcomes and Sell CyclesVerifiable Outcomes and Sell CyclesA Step-by-Step WalkthroughA Step-by-Step Wal

17、kthroughIBM Management System LinkagesIBM Management System LinkagesPutting It All TogetherPutting It All TogetherLets take a closer look at what SSM really isLets take a closer look at what SSM really isHow can we sell faster and increase our value to the customer?Buyi ng ProcessBuyi ng ProcessSel

18、l i ng ProcessSel l i ng ProcessVeri f i abl e Out comesVeri f i abl e Out comesSal es Ai dsSal es Ai dsM anagement M anagement Syst emSyst emHow do customers tend to buy?How can we focus our activities on the right deal,the right people,and the right issues?How will we know when the customer is rea

19、dy to move forward with us?How can we use what weve learned to execute more effectively next time?The ability to add value at every step is The ability to add value at every step is fundamentalfundamentalEvaluate BusinessEnvironmentDevelop Business Strategy&InitiativesRecognizeNeedEvaluateOptionsSel

20、ectSolutionOptionImplementSolution&EvaluateSuccessResolveConcerns&DecideTypical Customer Buying ProcessUnderstand Customer Business&IT EnvironmentDevelop Plans Linked to Customer Bus InitiativesEstablish Buying Vision with CustomerArticulate IBM Capabilities&Qualify OpportunityDevelop Solution with

21、CustomerClose the SaleSignature Selling ProcessMonitor Implem.&Ensure Expectations are MetWe gauge the progress of our opportunities from We gauge the progress of our opportunities from the customers point of view.the customers point of view.Verifiable OutcomesCustomer and Team IBM agreement to the

22、value of a relationship.Customer-demonstrated interest in working with Team IBM.Customer-stated business need,buying vision and agreement to support Team IBM access to Power Sponsor.Customer Power Sponsor and Team IBM agreement to go forward with a preliminary solution.Customer Power Sponsors condit

23、ional approval of proposed solution.Customer and Team IBM sign a win/win contract.Customer acknowledges the value of the Team IBM solution.IdentifiedIdentifiedValidatedValidatedQualifiedQualifiedConditional Conditional AgreementAgreementWonWonSellCycleStep Leaders lead these activities:To ensure tha

24、t each member of TeamIBM is executing the right activities at the right timeWhich can be verified by:Customer-agreed outputsWe will be successful when we achieve this outcomeCustomer-oriented Verifiable OutcomeWhen the customer is:At a particular step in the buying processIndicates worldwide standar

25、dSSM is logical and flexible at the same timeSSM is logical and flexible at the same timeAnd should be reflected internally by:Sell Cycle updateOpportunity plan updateUpdated Win Odds in OMNotes or OMSYSWhen the customer is:Evaluating the Business EnvironmentRelationship Repslead these activities:Re

26、search the Customer s industry,competitors and business directionUnderstand the Customer s technology and financing preferencesCreate relationship and coverage strategiesDevelop thought-leadership strategies for Team IBMPrioritize among existing IBM opportunitiesWe will be successful when we achieve

27、 this outcome:Customer and Team IBM agreement to the value of a relationshipWhich can be verified by:Customer-review of Account Plan,Territory Plan or PartnerPlanCustomer Set/Met discussion and Set/Met action plan executionCustomer s Business Initiatives mapped to IBM prioritiesKey customer and IBM

28、players engaged in communicationsThought-leadership focus areas mutually identifiedAnd should be reflectedinternally by:Account Plan and team communications establishedAccount Opportunity Portfolio prioritizedExecution of relationship and coverage strategiesSet/Met action plan documented Understand

29、the Customer s Business&IT Environment Indicates Worldwide StandardDevelop Plans Linked to the Customers Business Initiatives When the customer is:We will be successful when we achieve this outcome:Which can be verified by:Indicates Worldwide StandardRelationship Reps/Opportunity Identifiers lead th

30、ese activities:Initiate dialogue to diagnose business needsTurn thought-leadership ideas into potential IBM opportunitiesAssess the Customer s Compelling Reason to ActCreate an initial Opportunity Plan or choose to disengageCustomer demonstrated interest in working with Team IBMDeveloping Business S

31、trategy and InitiativesSell cycle=IdentifiedInitial Opportunity Plan including an Opportunity AssessmentUpdated Account PlanSuccessful thought-leadership dialogue with the CustomerInitial Opportunity Plan in placeCustomer-acknowledged Compelling Reason to ActPotential Customer sponsor identified and

32、 engagedAnd should be reflectedinternally by:Establish the Buying Vision with the Customer Indicates Worldwide StandardClarify business needs and define initial requirementsBridge from the Customer s Business Initiatives to a conceptual business solutionConfirm the Customer s sponsorship and ability

33、 to decideNegotiate access to Power Sponsor if appropriateCustomer-stated business need,Buying Vision and agreement to support Team IBM access to Power SponsorRecognizing NeedsSell cycle=ValidatedUpdated win odds as appropriateUpdated Opportunity PlanCustomers Conditions of Satisfaction documentedBu

34、siness Initiatives and requirements confirmedCustomer Buying Vision developed and/or influencedIBM agreement to fulfill Customers Conditions of SatisfactionSponsor communication acknowledged and agreedWhen the customer is:We will be successful when we achieve this outcome:Which can be verified by:An

35、d should be reflectedinternally by:Relationship Reps/Opportunity Identifiers lead these activities:Articulate IBM Capabilities&Qualify the Opportunity Indicates Worldwide StandardReview/influence the Customer s buying/evaluation criteriaDevelop Preliminary Solution and Value Statement with customer

36、and discuss financing alternativesDocument and agree to the Evaluation Plan with Power Sponsor,including Conditions of SatisfactionEvaluate risk to IBM and make engage/disengage decisionDetermine level of pre-sale Solution Assurance Review neededCustomer Power Sponsor and Team IBM agreement to go fo

37、rward with a Preliminary SolutionEvaluating OptionsSell cycle=QualifiedUpdated win odds as appropriateUpdated Opportunity PlanReservation order placedDocumented Preliminary Solution and Value StatementAgreed-to Evaluation Plan(next steps)or IBM decision to disengageWhen the customer is:We will be su

38、ccessful when we achieve this outcome:Which can be verified by:And should be reflectedinternally by:Opportunity Ownerslead these activities:Develop the Solution with the CustomerIndicates Worldwide StandardRefine solution&create a Value Proposition with the CustomerBuild a solution blueprint and rec

39、ommend implementation planValidate Competitive Strategy and adjust tactics as appropriateAssess mutual interests in moving forwardGet Contracts&Negotiations approval for non-standard contract termsConduct appropriate level of pre-sale Solution Assurance Review and implement action itemsCustomer Powe

40、r Sponsors conditional approval of proposed solutionSelecting the Solution OptionSell cycle=Conditional AgreementUpdate win odds as appropriateUpdated Opportunity PlanResults of any expert pre-sale Solutions Assurance Review recordedMutually agreed-to proposalAgreement to IBM solution,Value Proposit

41、ion and time frameIdentified criteria for contract signingCustomer s agreement to track benefits and disclose results to IBMWhen the customer is:Which can be verified by:And should be reflectedinternally by:Opportunity Ownerslead these activities:We will be successful when we achieve this outcome:Cl

42、ose the SaleIndicates W orldw ide StandardM ake necessary refinem ents to the solutionResolve any open concerns for final C ustom er approvalNegotiate final term s&conditions w ith C&N/Legal assistance,if requiredPrepare contracts and obtain C ustom er/IBM signaturesCustom er&Team IBM sign a win/win

43、 contractResolving Concerns&DecidingSell cycle=W onU pdated w in odds as appropriateU pdated O pportunity PlanFirm Custom er acceptance date establishedSigned contract,statem ent of w orkIm plem entation team announced and project schedule establishedW hich can be verified by:And should be reflected

44、internally by:O pportunity O wnerslead these activities:W e w ill be successful w hen w e achieve this outcom e:W hen the custom er is:Monitor Implementation&Ensure Expectations Are MetIndicates Worldwide StandardWork with the Customer to track solution benefitsManage implementation to meet/exceed C

45、ustomer expectationsParticipate in pre-install Solution Assurance Review if required and implement action itemsCheckpoint with Customer to ensure Conditions of Satisfaction are met/exceededRegularly review progress with key sponsorsLook for ways to extend Customer value and create new opportunitiesC

46、ustomer acknowledges the value of the Team IBM solutionImplementing the Solution and Evaluating SuccessOpportunity Learning ReviewAccount Plan updated with new potential opportunitiesTransaction/Solution Lessons Learned being used in preparation for next Set/Met discussionResults of any expert pre-i

47、nstall Solutions Assurance Review recordedOpportunity added to reference databaseCustomer benefit metrics implemented and results confirmedVery Satisfied Transaction Survey ResultsCustomer-approved reference storyNew opportunity created or identifiedWhich can be verified by:And should be reflectedin

48、ternally by:Opportunity Owners/Relationship Repslead these activities:When the customer is:We will be successful when we achieve this outcome:Yet,the real value for Yet,the real value for youyou comes from using proven comes from using proven techniques and sales aids with your customertechniques an

49、d sales aids with your customerCustomer-oriented Customer-oriented Sales AidsSales AidsBy putting it all together,SSM creates value for By putting it all together,SSM creates value for you,your customer and IBMyou,your customer and IBMDifferentiate yourself and your team with the customer by creatin

50、g more value Work with your team to manage conflict and focus cross-matrix issues on whats best for the customerSpeed up your sales approach and increase results Part 3:Signature Sales LeadershipPart 3:Signature Sales LeadershipManaging Sales with SSMManaging Sales with SSMCoachingCoachingPipeline M