销售漏斗管理Sales Funnel

1、 Blue Sheet & Funnel managementKarl Lee ,Aug 2006TBMSSales FunnelOrderAbove FunnelInFunnelBest FewKind of Work =Cover The BaseKind of Work =QualifyKind of Work =CloseData verifies a possible orderI know next stepLittle or no luck is involvedOrder is expected in 1/2(or less)of the normal selling

2、cycleContacted at least oneBuying InfluenceData suggests a possible order to fit=12575-124Fund % + Competition% 74TBMSFund% + Competition% =125 Best fewSales FunnelTBMS Funnel Analysis:Place in sales funnel:Above: 決案時間距現在六個月以上,包括未來預算等購案.In : 決案時間距現在三到六個月內,需密切注意狀況及其進展之購案.Best Few :決案時間三個月內,正積極進行之購案,隨

3、時有決案或變化之可能.Fund Rate: 購案會進行採購購案會進行採購(不論買哪一家廠牌不論買哪一家廠牌)的可能機率的可能機率.25%: 買方在感興趣階段,但尚未提出採購申請.50%: 買方已提出採購申請,但尚未確認是否會通過預算進行採購.75%: 買方已通過預算申請,並開始進入採購程序.99%: 已公告招標或進入議價程序,可確認將立即完成採購動作之購案.Competition Rate:本廠牌在此購案中所佔之競爭優勢本廠牌在此購案中所佔之競爭優勢.(會贏的機率會贏的機率)25%:買方非常偏好對手品牌,本廠牌已陷入非常不利之局面.50%:買方無任何廠牌偏好,本廠牌會贏的機會一半一半.75%:

4、買方偏好本廠牌,並有很高支持度及贏的機會.99%:買方已指定本廠牌,或規格已被本廠牌鎖住,無其他競爭對手.TBMSTBMS SDI: Strategic Deal Implementation.Type of buying influences:E: Economic Buyer:價格決定者,最後拍版定案者. 院長,董事會,底價訂立者,被授權可決案的採購等.T: Technical Buyer: 規格,技術決定者. 單位主任,醫工,護理長等之規格/數量審查人及驗收者.U: User Buyer:產品最終使用者 技術員,護理人員,醫師等,有產品建議權,會實際操作產品的人.C: Coach :教練

5、,希望你能成功決案,能提供正確訊息及指導的人. 可能是任何人,例如經銷商,某位主任,採購或院長秘書等.TBMS Current Position:+5:Euphoria:陶醉狀態:有十足的成功把握,等著簽約及慶功.+4:Great :極佳狀態:成功機會非常高,已有九成把握.+3:Secure:安全狀態:購案狀況穩固,一切均在掌握中.+2:Comfort: 安心狀態,無立即性威脅.+1:OK :尚可狀態,稍微對我方有利,但也僅六成把握.-1:Concern:擔心狀態:對我方稍有不利,對目前處境有所憂心.-2:Discomfort:不安全狀態:狀況不佳,需努力改善現有狀況.-3:Worry:苦惱狀

6、態:為突破僵局而煩惱,案子陷入非常不利局面.-4:Fear: 恐懼狀態: 對手已佔盡優勢,已因無計可施而陷入恐懼當中.-5:Panic :痛苦狀態: 已準備為失去案子而陷入痛苦當中,局勢已無法挽回.TBMS Buying influences key:Personal Win: 個人的好處個人的好處意指Buyer在此採購案中,就其個人可以達到的目的及好處.此處的分析著重在該Buyer的個人需求層面,例如安全,尊重,或實質好處.或可達成如得到上級肯定,爭取個人績效表現等目的.要做好此類分析必須對Buyer的個人喜好及檯面下的需求做探索,以了解該Buyer會協助或反對我們的真正原因為何.Busin

7、ess Results:工作上可得到的成果工作上可得到的成果意指該Buyer可由此購案中達到的工作成果,例如可簡化流程,提高效率,或可增加營收,提高病患滿意度,或完成研究成果等.此處之分析需站在Buyer的工作角色立場上,了解其績效目標及工作內容.雖然是檯面上的利益分析,但是也是多數Buyer的主要支持立場及依據.TBMS TBMS Action Plan:需執行之行動方案需執行之行動方案1.針對上述策略分析的結果,發展出未來行動方案,要有非常明確之 執行者及完成日期,所列出之行動必須徹底執行.2.必須用創意性思考找出解決方案來克服Red Flag所列出之問題.3.必須要能確保及強化本身Str

8、ength所列出之優勢.4.可按照銷售流程來思考細節內容及訂出行動方案之先後順序.5.行動內容可按進行過程提出適當修正,但必須與策略分析相符.6.案子狀況瞬息萬變,必須時常監督購案進展,否則如紙上談兵而已.7.可在方案中提出需協助事宜,並列出負責人及需完成日.TBMSS.D.I. Review FormDate : 15/Apr/00Sales Rep. : CalvinAcc. / Dept. : Min-Sheng Hosp.Competitor AS.L.Current Position : +1Products :PMDChannel : 弘智Proposed $ : Proposed

9、 $ :Budget :Products : 90385Position of HP :+2Close Date :May/00Key Strategy : Pricing ; SolutionFund % :75Agilent % :75Competitor BNKCurrent Position :2Major Spec. : M1351A x 5Channel : 光電Proposed $ : M1205A x 41 ; M3153A x3Products : LS-M Types of Buying InfluencesKey Strategy : Multi-Functional M

10、odule ; PricingNameTitleTypeRating Personal Win Business Result郭瓊姿N.H.U,T+1 Stay away from Trouble Machine is Easy to use邱榮祺Pur. ChiefT,C+5Position TBMS Wins章興漢VPE+2 Brand Reputation , Future Vision楊弘仁Bosss SonT+1 周曉燕ICU ChiefT,U+2 Position , Performance Stability of Monitor , 楊敏盛總裁E2Reputation/Resp

11、ect Summary of Current Situations Action PlanOwnerWhenStrengths :* Install Base of HP1.整合各項資料:報價/成本/Calvin4月18日* System Uniform Consideration 其它廠商資料* Quality, Safety & After Service2.約部長談話Simon4月20日3.與採購議價Simon4月21日Red Flags :# Past Unsatisfied Customer# Total Package from GE# Pricing 敏盛醫院敏盛醫院 S

12、.D.ITBMSS.D.I. Review FormDate :15-Apr-00Sales Rep. : FrankAcc. / Dept. : Tong General Hosp.Competitor AS.L.Current Position : +1Products :PMDChannel : 弘智Proposed $ : 350KProposed $ :485KBudget :Products : 90369/90363Position of HP :+3Close Date :May/00Key Strategy : Multi-Functional Module ; Pricin

13、g ; NetworkingFund % :99Agilent % :75Competitor BMEICurrent Position :0Major Spec. : M1205A x29 ; PDS x 1Channel : 長立Proposed $ : 380KProducts : Solar8000 Types of Buying InfluencesKey Strategy : Multi-Functional Module ; PricingNameTitleTypeRating Personal Win Business Result童瑞年副E+1Reputation童瑞龍Ex.

14、 SecT+1Purchase Mission陳永興BMET . U+1PositionPurchase Mission劉瑞麒BMET+1SponsorSafety陳杏泰BMET+2Performance馬振來Ans. ChiefU , T1SponsorNetworking solution童金英Pur. ChiefC , T2Safety Summary of Current Situations Action PlanOwnerWhenStrengths :1.Keep contact with coach.Aleximmed.1.Good Reputation2.Quot./Spac.

15、out CompetitorAlex30-Apr2.Coaching3.Contact KeymanAlex/TH/Peterimmed.4.Nego Simon/Alex15-MayRed Flags :1.Price competition童綜合童綜合 S.D.I.TBMSS.D.I. Review FormDate :15-Apr-00Sales Rep. : AlexAcc. / Dept. : Provincial FonYuan Hosp.Competitor AS.L.Current Position : +1Products :PMDChannel : 弘智Proposed $

16、 : Proposed $ :Budget :NT$25MProducts : 90385Position of HP :0Close Date :May/00Key Strategy : Multi-Functional Module ; PricingFund % :99HP % :50Competitor BMEICurrent Position : +2Major Spec. : M1166A#A68 x 29 ; M3153A x 2Channel : 詮安Proposed $ : M1205A x 23Products : Solar 8000 Types of Buying In

17、fluencesKey Strategy : Multi-Functional Module ; PricingNameTitleTypeRating Personal Win Business Result徐永年VPE1CIS Solution Following the Regular Procedure郭聰懷ICU ChiefT . U0 Stay Away from Trouble Following the Regular Procedure Summary of Current Situations Action PlanOwnerWhenStrengths :* Install Base of HP * Recheck All Spec. Before BidAle