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1、Copyright 2001 by Harcourt, Inc. 1 J. , . , 2000Copyright 2001 by Harcourt, Inc. 1 1 Copyright 2001 by Harcourt, Inc. 1 (1700s ; 1850s ) (1800s ; 1900 ) : Copyright 2001 by Harcourt, Inc. 1 Copyright 2001 by Harcourt, Inc. 1$80-$242/ Copyright 2001 by Harcourt, Inc. 1 Copyright 2001 by Harcourt, Inc

2、. 1 Copyright 2001 by Harcourt, Inc. 1 , s a a a :Copyright 2001 by Harcourt, Inc. 1 () () Copyright 2001 by Harcourt, Inc. 1 Copyright 2001 by Harcourt, Inc. 1 Copyright 2001 by Harcourt, Inc. 1 , a a Copyright 2001 by Harcourt, Inc. 1(1:26)Copyright 2001 by Harcourt, Inc. 1 2 Copyright 2001 by Har

3、court, Inc. 1 Copyright 2001 by Harcourt, Inc. 1 Copyright 2001 by Harcourt, Inc. 1 ( 2.1)Determination of Item and Quantity Needed Initiating the Relationship Gathering and Studying Pre-call Information Approaching and Initiating Contact Assessing the Situation and Discovering NeedsCopyright 2001 b

4、y Harcourt, Inc. 1Selection of an Order RoutineEvaluation of ProposalsAnd Selection of Suppliers ( 2.1)Acquisition and Analysisof ProposalsInitiating the RelationshipDeveloping the Relationship Select Presentation Explain Features Confirm Benefits Handle Objections Earn and Gain CommitmentSearch and

5、 QualificationOf Potential SourcesDescription of Item andQuantity NeededCopyright 2001 by Harcourt, Inc. 1 ( 2.1) DeterminationRecognitionInitiating the RelationshipDescriptionSearch and QualificationProposalsSelection of SuppliersOrder RoutineDeveloping the RelationshipEnhancing the Relationship Fo

6、llow-up to Assess Customer Satisfaction Take Action to Assure Customer Satisfaction Encourage Critical Encounters Expand Collaborative Involvement Add Values and Enhance Mutual OpportunitiesCopyright 2001 by Harcourt, Inc. 1 : ( 2.2)Desired State Produce 1,250 units/dayActual State Produce 1,000 uni

7、ts/dayThe GapOrNeed250 units/dayCopyright 2001 by Harcourt, Inc. 1 ( 2.3)FunctionalFunctionalPsychologicalPsychologicalKnowledgeKnowledgeSocialSocialSituationalSituationalCopyright 2001 by Harcourt, Inc. 1 Copyright 2001 by Harcourt, Inc. 1 (P) (I)Copyright 2001 by Harcourt, Inc. 1 Exhibit 2.5Weight

8、ed Averages for Performance and Overall Evaluation ScoresCharacteristicsBondIt #302AdCo #45StikFast #217PIP*IPIP*IPIP*IQuoted Price510509109071070Durability695489729981Ease of Application1088058408864Service Factors5840886410880Reliability8756107705735Bonding Time864866364624Non-Toxic8648106608648Sh

9、elf-life in Storage965466366636Overall Evaluation Score430468438 P = Product Performance Scores I = Relative Importance of CharacteristicCopyright 2001 by Harcourt, Inc. 1 s s s Copyright 2001 by Harcourt, Inc. 1 Copyright 2001 by Harcourt, Inc. 1 Copyright 2001 by Harcourt, Inc. 1( 2.4) 63% 37% Psy

10、chological Attributes“Delighters” Functional Attributes“Must-Haves”Copyright 2001 by Harcourt, Inc. 1 s Copyright 2001 by Harcourt, Inc. 1 Copyright 2001 by Harcourt, Inc. 1 ( 2.6)DECISION TYPENewness of Problem or NeedInformation RequirementsInformation SearchConsideration of New AlternativesMultip

11、le Buying InfluenceFinancial RisksCopyright 2001 by Harcourt, Inc. 1 ( 2.6)DECISION TYPEStraight RebuyNewness of Problem or NeedLowInformation RequirementsMinimalInformation SearchMinimalConsideration of New AlternativesNoneMultiple Buying InfluenceVery SmallFinancial RisksLowCopyright 2001 by Harco

12、urt, Inc. 1 ( 2.6)DECISION TYPEStraight Rebuy Modified RebuyNewness of Problem or NeedLowMediumInformation RequirementsMinimalModerateInformation SearchMinimalLimitedConsideration of New AlternativesNoneLimitedMultiple Buying InfluenceVery SmallModerateFinancial RisksLowModerateCopyright 2001 by Har

13、court, Inc. 1 ( 2.6)DECISION TYPEStraight Rebuy Modified RebuyNew TaskNewness of Problem or NeedLowMediumHighInformation RequirementsMinimalModerateMaximumInformation SearchMinimalLimitedExtensiveConsideration of New AlternativesNoneLimitedExtensiveMultiple Buying InfluenceVery SmallModerateLargeFin

14、ancial RisksLowModerateHighCopyright 2001 by Harcourt, Inc. 1 Copyright 2001 by Harcourt, Inc. 1 Copyright 2001 by Harcourt, Inc. 1 3 Copyright 2001 by Harcourt, Inc. 1 :Copyright 2001 by Harcourt, Inc. 1 ? : ? ? ? ? I ?Copyright 2001 by Harcourt, Inc. 1 ? .Copyright 2001 by Harcourt, Inc. 1 ( 3.1)T

15、rustExpertiseDependabilityRepresentationCompetenceCompatibility/LikeabilityCandorContributionCustomerOrientationCopyright 2001 by Harcourt, Inc. 1 ( 3.2)IndustryServiceProductCompetitionCompanyPrice/PromotionTechnologyMarket/Customer Copyright 2001 by Harcourt, Inc. 1 , , , a , , .Copyright 2001 by

16、Harcourt, Inc. 1 , , . : Copyright 2001 by Harcourt, Inc. 1 Copyright 2001 by Harcourt, Inc. 1 Copyright 2001 by Harcourt, Inc. 1 ( 3.8) Copyright 2001 by Harcourt, Inc. 1 4 Copyright 2001 by Harcourt, Inc. 1 a A a s Copyright 2001 by Harcourt, Inc. 1 : ? ? a . , ?Copyright 2001 by Harcourt, Inc. 1

17、: “ ?” “ ?” “, I ?”Copyright 2001 by Harcourt, Inc. 1 : , , . “ ?” “ ?” “ ?”Copyright 2001 by Harcourt, Inc. 1 : “ ” “ ”Copyright 2001 by Harcourt, Inc. 1 : . “ ?” “ . ?”Copyright 2001 by Harcourt, Inc. 1 ( 4.1) & Copyright 2001 by Harcourt, Inc. 1 : Copyright 2001 by Harcourt, Inc. 1 : s “ ?” “

18、 ?” “ ?” Copyright 2001 by Harcourt, Inc. 1 : , , “ ?” “ ?” “ ?”Copyright 2001 by Harcourt, Inc. 1 : “ ?” “ ?” “ a ?” “ a ?”Copyright 2001 by Harcourt, Inc. 1 : a , “ ?” “ , ?” “ , ?” “ 15 ?”Copyright 2001 by Harcourt, Inc. 1 ( 4.1) Broad bases and general facts describing situation Non-threatening

19、as no interpretation is requested Open-end questions for maximum information Questions probing information gained in assessment Seeking to uncover problems or dissatisfactions thatcould lead to suggested buyer needs Open-end questions for maximum information Show the negative impact of a problem dis

20、covered in the discovery sequence Designed to activate buyers interest in and desire to solve the problem. Projects what life would be like without the problems Buyer establishes the value of finding and implementing a solution Confirms interest in solving the problem Transitions to presentation of

21、solutionCopyright 2001 by Harcourt, Inc. 1 :( 4.2)PayAttentionMonitorNon-VerbalsParaphraseand RepeatMake NoAssumptionsEncourageBuyer to TalkVisualizeCopyright 2001 by Harcourt, Inc. 1 : Copyright 2001 by Harcourt, Inc. 1 : ( 4.3)SensingInterpretingEvaluatingRespondingCopyright 2001 by Harcourt, Inc.

22、 1 : Copyright 2001 by Harcourt, Inc. 1 , , , Copyright 2001 by Harcourt, Inc. 1 ( 4.8) & , , & & , & , , & a & Copyright 2001 by Harcourt, Inc. 1 : 1. a .2. s .3. s .4. a “” .5. a .6. a .7. .Copyright 2001 by Harcourt, Inc. 1 : 5 a 1. 2. 3. 4. 5. Copyright 2001 by Harcourt,

23、Inc. 1 5 Copyright 2001 by Harcourt, Inc. 1 ( 5.1)SettingGoals &ObjectiveTerritoryAnalysis &AccountClassificationDevelopment &ImplementationOf Strategies &PlansTappingTechnology& AutomationAssessment&Evaluation 1 2 3 4 5Copyright 2001 by Harcourt, Inc. 1 : a ?, Copyright 2001

24、 by Harcourt, Inc. 1 : ? ? ? , ? ? ?Copyright 2001 by Harcourt, Inc. 1 : :, . : , : “A” (20% ; 80% ) # = 24 (20% ; 80% ) # = 52 (20% ; 80% ) # = 48“B” (80% ; 20% ) # = 12 , # = 24 , # = 12“C” # = 4 # = 8 # = 12“D” 3 # = 0 , # = 6Copyright 2001 by Harcourt, Inc. 1 : ( 5.5) Competitive PositionSegment

25、 1Level of AttractivenessSelling Effort StrategySegment 2Level of AttractivenessSelling Effort StrategySegment 4Level of AttractivenessSelling Effort StrategySegment 3Level of AttractivenessSelling Effort StrategyStrongWeakLowHighAccount OpportunityCopyright 2001 by Harcourt, Inc. 1 : , Copyright 20

26、01 by Harcourt, Inc. 1 : Copyright 2001 by Harcourt, Inc. 1 : Copyright 2001 by Harcourt, Inc. 1 Copyright 2001 by Harcourt, Inc. 1 a Copyright 2001 by Harcourt, Inc. 1 , , ( 5.7)LowHighMutual CooperationLowHighMutual TrustCompetitive and Defensive Outcomes(Win/Lose orLose/WinOptimized andSynergisti

27、c Solutions(Win/Win)CompromiseSolutionsCopyright 2001 by Harcourt, Inc. 1Copyright 2001 by Harcourt, Inc. 1 Copyright 2001 by Harcourt, Inc. 1ConvictionCopyright 2001 by Harcourt, Inc. 1 Copyright 2001 by Harcourt, Inc. 1Copyright 2001 by Harcourt, Inc. 1 , , . :Copyright 2001 by Harcourt, Inc. 1(1:

28、39)Copyright 2001 by Harcourt, Inc. 1SellingStrategy Copyright 2001 by Harcourt, Inc. 1 : : : : Copyright 2001 by Harcourt, Inc. 1Copyright 2001 by Harcourt, Inc. 1 ? Copyright 2001 by Harcourt, Inc. 1 ; ; (s)Copyright 2001 by Harcourt, Inc. 1 s Copyright 2001 by Harcourt, Inc. 1 a a Copyright 2001

29、by Harcourt, Inc. 1 , , a Copyright 2001 by Harcourt, Inc. 1 Copyright 2001 by Harcourt, Inc. 1 Copyright 2001 by Harcourt, Inc. 1 Copyright 2001 by Harcourt, Inc. 1 “ ” a Copyright 2001 by Harcourt, Inc. 1 Copyright 2001 by Harcourt, Inc. 1 7 Copyright 2001 by Harcourt, Inc. 1 5% a 25-30% a Copyrig

30、ht 2001 by Harcourt, Inc. 1 a :1. s .2. ; .3. .4. .5. .Copyright 2001 by Harcourt, Inc. 1 ( 7.1)Sales LeadQualified ProspectProspect - “ a ?”“ ?”Copyright 2001 by Harcourt, Inc. 1 ( ) ()Copyright 2001 by Harcourt, Inc. 1 1. .2. .3. .4. a .5. .6. a , :Copyright 2001 by Harcourt, Inc. 1 ( 7.4) s . ? ?

31、 ? ? . ? . s ? ? ? . ? ? . .Copyright 2001 by Harcourt, Inc. 1 s ( 7.5) ? a . ? ? ? . ? a ? ? ? ? ? s ? .Copyright 2001 by Harcourt, Inc. 1 s (2:45)Copyright 2001 by Harcourt, Inc. 1 1. .2. .3. .4. .5. a .6. a .7. .Copyright 2001 by Harcourt, Inc. 1 Copyright 2001 by Harcourt, Inc. 1 4.1 Copyright 2

32、001 by Harcourt, Inc. 1 Copyright 2001 by Harcourt, Inc. 1 8 Copyright 2001 by Harcourt, Inc. 1 ApproachDetermine NeedsSelect PresentationPresentationHandle ObjectionsEarn CommitmentFollow-UpCopyright 2001 by Harcourt, Inc. 1 ApproachCopyright 2001 by Harcourt, Inc. 1 Approach(1:28)Copyright 2001 by

33、 Harcourt, Inc. 1 ApproachDetermine NeedsCopyright 2001 by Harcourt, Inc. 1 a . : , , .Copyright 2001 by Harcourt, Inc. 1 , , a A s , , Copyright 2001 by Harcourt, Inc. 1 a s .Copyright 2001 by Harcourt, Inc. 1 Determine Needs(1:28)Copyright 2001 by Harcourt, Inc. 1 ApproachDetermine NeedsSelect Pre

34、sentationCopyright 2001 by Harcourt, Inc. 1 Copyright 2001 by Harcourt, Inc. 1 :A ( 8.3)InformationGatheringApproachPresentationHandlingResistanceEarnCommitmentFollow-up100%Relative Participation RateNeed DevelopmentNeed AwarenessNeed FulfillmentADAPTAssessmentDiscoveryActivationProjectionTransition

35、Select FeatureExplain AdvantageLead to BenefitsLet Customer TalkSELL% Time“The Salesperson”Talks/Participates% Time“The Customer”Talks/ParticipatesCopyright 2001 by Harcourt, Inc. 1 Copyright 2001 by Harcourt, Inc. 1 ApproachDetermine NeedsSelect PresentationPresentationCopyright 2001 by Harcourt, I

36、nc. 1 , , , s s , a s A :Copyright 2001 by Harcourt, Inc. 1 Copyright 2001 by Harcourt, Inc. 1 , a . s a a , , Copyright 2001 by Harcourt, Inc. 1 ApproachDetermine NeedsSelect PresentationPresentationHandle ObjectionsCopyright 2001 by Harcourt, Inc. 1 . . a . . a . .Copyright 2001 by Harcourt, Inc.

37、1 Copyright 2001 by Harcourt, Inc. 1 Copyright 2001 by Harcourt, Inc. 1 Handle Objections5:36Copyright 2001 by Harcourt, Inc. 1 ApproachDetermine NeedsSelect PresentationPresentationHandle ObjectionsEarn CommitmentCopyright 2001 by Harcourt, Inc. 1 “ ” : I . . I . I t . . “ ” : Im . I . . I t . a .C

38、opyright 2001 by Harcourt, Inc. 1 Copyright 2001 by Harcourt, Inc. 1 6:15Earn CommitmentCopyright 2001 by Harcourt, Inc. 1 ( 8.10)1. 2. 3. 4. 5. s 6. s 7.s 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. Copyright 2001 by Harcourt, Inc. 1 ApproachDetermine NeedsSelect PresentationPresentationHandle ObjectionsEarn CommitmentFollow-