销售培训--目标解释销售ppt课件

1、 Page 1.1(海量营销管理培训资料下载) ;.Program ObjectivesDeveloping and testing a comprehensive plan for your sales opportunityEnabling you to communicate more effectively with your teamShifting your sales focus from tactical to strategicHelp you win by.Focusing on the right issues with the right peopleat the ri

2、ght timePage 1.2(海量营销管理培训资料下载) ;.Program MapOpportunity AssessmentStrategyPoliticsAlignmentPlanningTestingImplementationProgram ModulesAssess the OpportunitySet the Competitive StrategyIdentify the Key PlayersDefine the Relationship StrategyTurn IdeasInto ActionsTest and Improvethe PlanImplement the

3、 ProcessTarget Account Selling Process1234567Page 1.3(海量营销管理培训资料下载) ;.Sales Return on InvestmentLevel 1Level 2Level 3ProductivityTimeEntryTacticalStrategicCompetitive Time and $Page 1.4(海量营销管理培训资料下载) ;.VersatilityLevel 1Level 2Level 3FocusOrientationRepertoireFinanceRelationshipsEventProduct/Service

4、TechnologyPriceOperationsProcessBusinessServicesCostManagementOutcomePoliticalSolutionValueExecutivePage 1.5(海量营销管理培训资料下载) ;.DevelopmentStatusModePoliticsResourcesPerformanceConsideredReactiveAwarePremature orExcessiveInconsistentLevel 1Level 2Level 3PreferredResponsiveAgileTimely & JudiciousConsist

5、entlyAchievesDominantProactiveAstuteHigh ROIReliably ExceedsPage 1.6(海量营销管理培训资料下载) ;.Not in ControlSalesPersonalControl is providing business value for the customer whileforcing the competition to operate in react mode.It is difficult to control external events unless you arein control. Unreturned p

6、hone calls No access to information Criteria slanted Criteria constantly changes Delays Budget goes away Questioning by customers probing your weaknesses Players change Meetings cancelled Meetings delegated Preoccupied with price No inside support Not knowing youre winning Always 5 minutes late Too

7、many hours Too much telephone time Continual crisis Not having funPage 1.7(海量营销管理培训资料下载) ;.PurposeProvide you with a structured, repeatable methodology for analyzing a sales opportunityBenefitsQualify opportunities faster and more effectively by analyzing them from the most critical customer, busine

8、ss and competitive perspectivesInvest time, energy and resources on the opportunities you are most likely to winCommunicate the key issues more effectively using a common languageOutputComprehensive assessment of your current sales opportunityOpportunity AssessmentAssess the OpportunitySet the Compe

9、titive StrategyIdentify the Key PlayersDefine the Relationship StrategyTurn IdeasInto ActionsTest and Improvethe PlanImplement the Process1234567Page 2.7Page 1.8(海量营销管理培训资料下载) ;.Introduction+ABCPage 2.8Current: good win ratePotential Z = 1 Z = 0 A C Compromised X & Y Lost Z = -1XYZPage 1.9(海量营销管理培训资

10、料下载) ;.Four Key Questions - The 4 Principles of SellingIs there an opportunity?Can we compete?Can we win?Is it worth winning?Page 2.9Page 1.10(海量营销管理培训资料下载) ;.Is There An Opportunity?Page 2.10#1Customers Application or Project What are the customers requirements? What are the customers key issues an

11、d objectives for the project? Who initiated the project? Wholl be working on the project? How does this project fit into the customers business strategy?#2Customers Business Profile#3CustomersFinancial Condition#4Access to Funds What are the customers products and services? What are their key market

12、s? Who are their key customers and competitors? What is driving the customers business internally and externally? What are their revenue and profit trends? How do their financials compare to similar companies? What is their financial outlook? What are the customers key performance metrics? What is t

13、he budget for this project? What is the customers budgeting process? What is the priority of this project compared to others? What are the customers alternative uses of capital?Page 1.11(海量营销管理培训资料下载) ;.#5 Compelling EventWhy does the customer have to act?What is the deadline for the customer to mak

14、e a decision?What are the consequences if this project is delayed?What is the payback for the customer if the project is completed on time?What will be the measurable impact on the customers business?BusinessInitiativesBusiness DriversBusiness ProfilePage 2.11CompellingEventConsequencesPaybackProble

15、msOpportunitiesPage 1.12(海量营销管理培训资料下载) ;.Can We Compete?#6Formal DecisionCriteria#7Solution Fit#8Sales ResourceRequirements#9Current Relationship What are the customers decision criteria? What is the formal decision process? Which decision criteria are most important? Why? Who formulated the decisio

16、n criteria?Page 2.12 How well does our solution solve the customers problem? What does the customer think? What modifications or enhancements will be required? What external resources do we need to meet the customers requirements? How much time will the sales team need to invest on this opportunity?

17、 What additional internal or external resources will you need to winthis opportunity? What is the projected cost of sales? What is the opportunity cost? What is the status of your relationship with the customer? What is the status of each competitors relationship with the customer? Whose relationshi

18、p provides competitive advantage for this opportunity? How do you and each of your competitors compare to the customers view of the ideal relationship?Page 1.13(海量营销管理培训资料下载) ;.#10 Unique Business Value#10 Unique Business ValueWhat is the specific or measurable business result that wewill deliver?Ho

19、w does the customer define value? How will they measure it?How have we quantified this value in the customers terms?Has the customer confirmed their understanding of the value we will deliver?How does this value differentiate us from our competitors?BusinessProfileBusinessDriversBusinessInitiativesC

20、apabilities SolutionDifferen-tiationPage 2.13CompellingEventsUniqueBusinessValuePage 1.14(海量营销管理培训资料下载) ;.Answer the questions . . . Whats the issue?How is it affecting the customer?What are the consequences or payback?How can you help?Developing Your Value PropositionPage 1.9Page 1.15(海量营销管理培训资料下载)

21、 ;.IncreaseCosts/ConsequencesValue = Benefits - Costs/Risks/ConsequencesPage 3.9 Revenue Market share Customer satisfaction Inventory turns Load factor Shareholder value Customer base Order fulfillment time Expenses Rejects/returns Waste Administrative costs Number of days supply (of inventory) Time

22、 to close an order Cycle timeDecreaseEvaluation processPurchase priceOrder processingExpediting costsCorrecting mistakesAcquisition CostsSet-up and installationTaxes and insuranceAdministrative costsFinance chargesPossession CostsTrainingSupportMaintenanceDepreciationDisposalInterface to other syste

23、msUsage CostsAffect existing businessesAwaken their competitionModifications to existing processesOpportunity Costs (Risks & Consequences)Page 1.16(海量营销管理培训资料下载) ;.Value Proposition TemplatesYou will be able to _ resulting in _ by implementing our _. We delivered similar results at _ which resulted

24、in _.By changing from _ to _, you will affect _ which means _. We will track the value delivered by _ and report it back to you _.We can help you address _ by installing _ which will result in _. We will ensure your return on investment by _.business initiativespecific or measurable outcomesolutions

25、imilar situation or customerpast value deliveredcurrent situationour solutionbusiness driverspecific or measurable outcomevalue tracking systemfrequency/timecompelling eventsolutionspecific or measurable outcomeshared risk/reward strategyPage 1.10Page 1.17(海量营销管理培训资料下载) ;.Sample Value Propositions Y

26、ou will be able to reduce the number of repeat customer service calls by 15% resulting in an estimated monthly savings of $3.4M by implementing our Siebel Call Center Application. We delivered similar results at United Telecom, which achieved a 25% improvement in first contact call resolution. By ch

27、anging from a patchwork of home grown solutions to Siebels eBusiness suite, you will reduce your total cost of ownership by $100M, which represents a 40% increase in Earnings Per Share. We will establish a metrics score card to assist you in evaluating program performance and report it back to you a

28、t six month intervals.(business initiative)(measurable outcome)(solution)(similar customer)(measurable results)(current situation)(solution)(measurable outcome)(measurable outcome)(value tracking system)(frequency / time)Page 3.13aPage 1.18(海量营销管理培训资料下载) ;.Can We Win?#11InsideSupport#12Executive Cre

29、dibility#13CulturalCompatibility#14Informal DecisionCriteria#15PoliticalAlignment Who in the customers organization wants us to win? What have they done to indicate their support? Are they willing and able to act on your behalf? Do they have credibility within their own organization?Page 2.8 Which e

30、xecutive(s) will affect or be affected by this decision? How have you established trust and credibility with them? How will you gain access to those executives? What is your plan to gain return access to them? What is the customers culture? How does this compare with our company? What is the custome

31、rs philosophy towards vendors and suppliers? Can we adjust or adapt? Do we want to? How will the decision really be made? What intangible, subjective factors could affect this decision? What are the unstated issues? Whose private opinions do we know? Which ones count? Who are the most powerful peopl

32、e involved in this decision? Do they want us to win? Why? Are they able to influence or change the decision criteria? Can they create a sense of urgency? How have they demonstrated this in the past?Page 1.19(海量营销管理培训资料下载) ;.Is It Worth Winning?#16Short-TermRevenue#17Future Revenue#18Profitability#19

33、Degree of Risk#20Strategic Value What is the order amount? Does it exceed our threshold? $ _ When will it close? Is it within our time frame? _ days What is the potential for future business within the next year? Within the next three years? Does it exceed our thresholds? How is this project or appl

34、ication linked to future revenue? How will you ensure customer promises become commitments? What is the projected profit on this sales opportunity? Does it exceed our profit threshold? What impact will discounts have on profitability? How can we improve the profitability on this opportunity? How cou

35、ld we cause our solution to fail? What are the critical dependencies in delivering value to the customer? How could the customer cause our solution to fail? What is the impact on our business if the solution fails? What is the value of this opportunity to us beyond the revenue? How does this opportu

36、nity fit in our business plan? How can we leverage this opportunity into revenue from other companies or markets? How will this opportunity help us improve our product or service?Page 2.9Page 1.20(海量营销管理培训资料下载) ;.Opportunity AssessmentCriteriaAssessmentCUSTOMERS APPLICATIONOR PROJECT 1UNDEFINEDDEFIN

37、EDCUSTOMERS BUSINESS PROFILE2WEAKSTRONGCUSTOMERS FINANCIAL CONDITION3WEAKSTRONGCOMPELLING EVENT 5UNDEFINEDDEFINEDACCESS TO FUNDS4NOYES+Is There An Opportunity?HIGH+CriteriaAssessmentSHORT-TERM REVENUE16LOWFUTURE REVENUE17LOWHIGHPROFITABILITY18LOWHIGHSTRATEGIC VALUE 20NOYESDEGREE OF RISK19HIGHLOW+Is

38、It Worth Winning?Page 2.10CriteriaAssessmentINSIDE SUPPORT 11WEAKEXECUTIVE CREDIBILITY12WEAKSTRONGCULTURAL COMPATIBILITY13POORGOODPOLITICAL ALIGNMENT 15WEAKSTRONGINFORMAL DECISIONCRITERIA14UNDEFINEDDEFINED+Can We Win?STRONG +CriteriaAssessmentFORMAL DECISIONCRITERIA 6UNDEFINEDDEFINEDSOLUTION FIT7POO

39、RGOODLOWUNIQUE BUSINESS VALUE10WEAKSTRONGCURRENT RELATIONSHIP9WEAKSTRONG+Can We Compete?SALES RESOURCEREQUIREMENTS8HIGHPage 1.21(海量营销管理培训资料下载) ;.Individual Exercise: Current OpportunityStep 1 Use your current sales opportunity and complete the Opportunity Assessment on page 2.11 Identify your primar

40、y competitorStep 2 Rate your position against each criterion: (+)if it is accurate, known and favorable ()if it is unfavorable (?)if it is unknownStep 3 In the shaded column, rate your competitorsposition7/12/XXDATECOMPETITORSOUR CO.-+-?+X-Sys+-?FINISH BY:Page 2.10a2000 Siebel S y stems, Inc. A ll r

41、ights reserved. TAS .STD.O TE.070 .01.120 597.060 100.pptPage 1.33Opportunity AssessmentCriteriaAssessmentCUSTOMERS APPLICATIONOR PROJECT 1UNDEFINEDDEFINEDCUSTOMERS BUSINESS PROFILE2WEAKSTRONGCUSTOMERS FINANCIAL CONDITION3WEAKSTRONGCOMPELLING EVENT 5UNDEFINEDDEFINEDACCESS TO FUNDS4NOYES+Is There An

42、Opportunity?HIGH+CriteriaAssessmentSHORT-TERM REVENUE16LOWFUTURE REVENUE17LOWHIGHPROFITABILITY18LOWHIGHSTRATEGIC VALUE 20NOYESDEGREE OF RISK19HIGHLOW+Is It Worth Winning?Page 2.10CriteriaAssessmentINSIDE SUPPORT 11WEAKEXECUTIVE CREDIBILITY12WEAKSTRONGCULTURAL COMPATIBILITY13POORGOODPOLITICAL ALIGNME

43、NT 15WEAKSTRONGINFORMAL DECISIONCRITERIA14UNDEFINEDDEFINED+Can We Win?STRONG+CriteriaAssessmentFORMAL DECISIONCRITERIA 6UNDEFINEDDEFINEDSOLUTION FIT7POORGOODLOWUNIQUE BUSINESS VALUE10WEAKSTRONGCURRENT RELATIONSHIP9WEAKSTRONG+Can We Compete?SALES RESOURCEREQUIREMENTS8HIGHPage 1.22(海量营销管理培训资料下载) ;.Opp

44、ortunity AssessmentCriteriaAssessmentCUSTOMERS APPLICATIONOR PROJECT 1UNDEFINEDDEFINEDCUSTOMERS BUSINESS PROFILE2WEAKSTRONGCUSTOMERS FINANCIAL CONDITION3WEAKSTRONGCOMPELLING EVENT 5UNDEFINEDDEFINEDACCESS TO FUNDS4NOYES+Is There An Opportunity?HIGH+CriteriaAssessmentSHORT-TERM REVENUE16LOWFUTURE REVE

45、NUE17LOWHIGHPROFITABILITY18LOWHIGHSTRATEGIC VALUE 20NOYESDEGREE OF RISK19HIGHLOW+Is It Worth Winning?Page 2.10CriteriaAssessmentINSIDE SUPPORT 11WEAKEXECUTIVE CREDIBILITY12WEAKSTRONGCULTURAL COMPATIBILITY13POORGOODPOLITICAL ALIGNMENT 15WEAKSTRONGINFORMAL DECISIONCRITERIA14UNDEFINEDDEFINED+Can We Win

46、?STRONG +CriteriaAssessmentFORMAL DECISIONCRITERIA 6UNDEFINEDDEFINEDSOLUTION FIT7POORGOODLOWUNIQUE BUSINESS VALUE10WEAKSTRONGCURRENT RELATIONSHIP9WEAKSTRONG+Can We Compete?SALES RESOURCEREQUIREMENTS8HIGHPage 1.23(海量营销管理培训资料下载) ;.Business PartnersProviding you with access to new markets or customersL

47、everaging existing relationships with key players in your customers organizationProviding new levels of expertise in specific industry segmentsExpanding your ability to deliver a “whole product or complete solutionReducing the risks associated with the implementation of complex solutionsBusiness Par

48、tners can help you advance your sales campaign byPage 1.20Page 1.24(海量营销管理培训资料下载) ;.The Partners Role in Your Value ChainSolutionsMarketingSales Implementa-tionPost-Sales Service and SupportSolutionsMarketingSalesImplementationPost-Sales What solutions are available from your business partner that c

49、ould enhance your ability to compete? What competitors does this partner work with? What market share objectives does your partner have for this market or industry segment? What specific resources have they dedicated to this market segment? How effective is the business partners salesperson or sales

50、 team associated with your joint business? Has the partner assigned the appropriate resources? Is there an agreed-to engagement process? How are your partners implementation services structured? What specific implementation services can be applied to your joint business? What services are available

51、to support the implementation on a long-term basis? How do your companys offerings complement those of your business partners?Page 1.21Page 1.25(海量营销管理培训资料下载) ;.Partner Assessment WorksheetIs there an opportunity?(#1-5) Understanding the customers application or project Providing a perspective on th

52、e customers financial condition Understanding the customers budgeting process Creating or uncovering a compelling eventCan wecompete?(#6-10)Can we win?(#11-15)Is it worthwinning?(#16-20) Knowledge of the customers formal decision criteria Providing solutions that lead to whole products or complete s

53、olutions Unique sales resources Existing relationships with key players Unique business value beyond yours Access and credibility at the executive level Understanding of the customers culture Knowledge of the customers informal decision process Access to the most influential people in the customers

54、organization Understanding the linkage of the project to future revenue Reducing the risks associated with the projects implementation Developing a solution that provides significant strategic valueExamplesYour OpportunityHow can your business partner help you withPage 1.22Page 1.26(海量营销管理培训资料下载) ;.

55、Team Activity: Analyze Your Business PartnersStep 1 Review the examples shown next to each of the four key questions Step 2 Identify the specific areas where your business partner can help advance your team opportunity Cite the specific criteria (e.g., #5, #10, etc.)Step 3 Be prepared to discussFINI

56、SH BY:Integrate business partners into the Opportunity Assessment process. Use the worksheet on the previous page.Page 1.23PurposeNoImagePage 1.27(海量营销管理培训资料下载) ;.PurposeProvide you with a framework for developing a winning strategyBenefitsAlign your sales objectives with the customers business obje

57、ctives so you can communicate your unique business valueSelect a competitive sales strategy that enables you to close the sales opportunityOutputAnalysis of your position for this opportunityCompetitive strategy to win your sales opportunityStrategyAssess the OpportunitySet the Competitive StrategyI

58、dentify the Key PlayersDefine the Relationship StrategyTurn IdeasInto ActionsTest and Improvethe PlanImplement the Process1234567Page 3.27Page 1.28(海量营销管理培训资料下载) ;.TAS Planning Methodology Page 2.28Describes the general approachThe route to the objectiveConnected to the strategyIndividual, style-dep

59、endentFlexible, dynamicTied to the actionsIdentifies the specific people, programs and money requiredLong-rangeVisionaryDefines our relationshipSpecific (products/services) Measurable (order amount) Time-bound (close date) Ensures that your plan is realisticShould support your customers business pla

60、n oaltrategyctionsSAesourcesRbjectiveOestTGWhere are we going?How will we achieve the objective?What specific actions will we implement?What resources are required?What specific actions will we implement?Does our plan create value for the customer?(#4)What must we accomplish?(#7)(#5)Page 1.29(海量营销管理