3.2.销售培训-1天课程-EN

1、China PartnerSales TrainingAnanta HejeebuSr. Director, Global Sales TrainingAugust 2002When you watch the great ones in action, theyre doing all of these little things at the same time. Its amazing.Agenda9:30 10:50am3-Step Sales Process10:50 11:10amTea Break11:10 12:30pmIdentifying & Closing Opportu

2、nities12:30 2:00pmLunch2:00 3:20pmGenerating Demand3:20 3:40pmTea Break3:40 5:00pmEnterprise Selling5:00 5:30pmDiscussionBackgroundMarketing vs. Selling - Whats the Difference?Marketing Trying to craft a specific message that reaches a broad audienceSelling Trying to persuade an individual person, c

3、ompany, partner, etc. to take specific action on a specific proposalThere is no key to selling it is a combination lockApplication DeploymentCompanies continue to expand their use of the Internet to deploy their informationStreaming services, internal/proprietary applications, wireless, customer ser

4、vice, e-commerce, etc.Complexity of applications continues to growExpectationsService-levels demands continue to growApplications must be fast and always availableApplications must be delivered securelyMeasurable Return on InvestmentIncreasing revenue opportunitiesSignificant cost saving opportuniti

5、esProtection of on-line image and brandBackgroundBackground$ RevenueAverage $ per Customer# of CustomersNeed and/or OpportunitySkill# Qualified OpportunitiesClosing PercentageGoal =Qualifying and Closing real opportunities is critical to sales success in todays economy Discovery Questions High-Level

6、 Message Technical Details Must follow this exact sequence Requires patience/discipline from salesperson Presales Engineer can be very valuable partner Salesperson must be an expert at first two items Allow each topic to take as long as necessaryPresentation Basicsdiscovery finding out or ascertaini

7、ng something previously unknownquestions expression of inquiry that invites or calls for a replyDiscovery Questions request for information from a prospect so that we might determine if and how we can help himDiscovery Questions Understand the business and its goals Determine customer needs and F5 t

8、echnology fit Determine key players and roles Establish decision criteriaDiscovery Questions What is the business value of this project? Can you tell me about your Internet strategy? Who are your clients? Which services are mission critical? Why? How will you measure the benefits? Has funding been a

9、pproved for the project?Understand the Business Have you considered traffic management solutions? How would you ideally like to determine health and availability? Are you using SSL? What are your security concerns? What enterprise applications do you run? How would you ideally deliver content?Determ

10、ine Customer Needs What are your individual roles? Can you help me build an organization chart? Who has to provide budget approval for this project? What is your timetable to implement? So if I understand things correctly.Determine Key PlayersMake a thorough list of all possible criteriaSuggest thin

11、gs that you know are importantWhat else might be important? What else?Help me understand what you mean by theseWhat does high-availability mean to you?Easy to manage, what do you mean by that?PrioritizeCan you help me rank these criteria in importance?Decision CriteriaExpanding, Specifying and Prior

12、itizing enables:The customer to create a more ideal solution for his companyYou to eliminate objections and competition before they ariseDecision CriteriaLBSSLEasy to ManageROIHAGeneral Time Guidelines ExecutiveTechnicalDiscovery5-30 minutes20-60 minutesOverview20-60 minutes5-20 minutesTechnical Det

13、ails N/AAs long as it takesPresentation BasicsDeliver content and applications according to your business priorities, no matter the circumstancesHigh Level MessageCompanies Have a Tremendous Amount of Information Accounting/Finance Customer Service Email ERP Extranet FTP Human Resources Intranet Sal

14、es WebsiteHigh Level MessageCompanies Want to Share Certain Information with Customers Employees General Public Partners VendorsHigh Level MessageAs You Deliver Applications, What Ifs? Must Be Considered Availability concerns What if a server, cache, link or facility goes down? Locations and Time Wh

15、ere are our people coming from and when? Access methods How are they accessing our information? Priority levels Are Gold customers receiving priority service? Language differences Can they understand our information? Security policies Are we protecting confidential information? Performance How can w

16、e deliver the information faster?A variety of circumstances can affect how you deliver your applicationsChallengesIdeally, Content is Delivered Appropriately No Matter What Happens IFTHEN A server, database, cache or data center is unavailable VIP customers are getting slow service, getting unhappy

17、People accessing via cell phones need thinner content Servers are underutilized during particular periods of the day Customers know require content in English, French and German People are redirected around the unavailable component Prioritize users according to their value to the company Guide them

18、 only to locations with thin content Use fewer servers during slow periods, and more as needed Direct users to content in the language they desire People Want Stuff Customers Employees Partners VendorsCompany Stuff Accounting/Finance Customer Service ERP Human Resources Sales Email FTP Website Intra

19、net Extranet Internet F5 Networks Ensures that stuff is available Assuming availability, delivers stuff as fast as possible Enables the company to deliver its stuff based upon its business priorities Complications Availability concerns Multiple locations Variety of access methods Differing priority

20、levels Language differences Security policiesRouters / SwitchesSecurityNetwork ConnectivityServers / CachesApplicationsBrings the Infrastructure TogetherSummary A thorough discovery process is critical Good discovery requires great patience Expanding the decision criteria helps the customer and you

21、You can gauge sales success probability early on Selling requires the right combination for each customerWhat is your single takeaway from this session?Break What is F5s Approximate Global Market Share? What is F5s Average Closing Percentage? F5 would grow dramatically by increased invitation to mor

22、e opportunities.Identify Opportunities# of Customers# Qualified OpportunitiesClosing PercentageIf you hear any of the following terms High Availability Load Balancing Content Switching Layer 7 SSL Acceleration 100% Uptime E-Commerce Scalability Sticky connections Persistence Mission Critical Fault t

23、olerance Performance Content acceleration RedundancyYouve found a prospect! Identify OpportunitiesSystemsIdentifying OpportunitiesNetworksSecurityApplicationsMultiple Entry Points to the EnterpriseWirelessWhat are the primary functions for each group?BusinessRequirementsApplicationRequirementsNetwor

24、kRequirementsSEC financial reports duePurchase or build complex softwareBuild infrastructure to supportApplications Are Usually The Lead GroupIdentifying OpportunitiesWhat does the Organization Chart usually look like?Who should we call upon?When should we call upon particular groups?SystemsNetworks

25、SecurityApplicationsWirelessIdentifying OpportunitiesWhat are the F5 motivators for the Network group?What in the F5 message might turn someone off?What are their biases? NetworksSecurityIdentifying OpportunitiesWhat are the F5 motivators for the Systems group?What in the F5 message might turn them

26、off?What are their biases? Identifying OpportunitiesSystemsWhat are the F5 motivators for the Applications group?What in the F5 message might turn them off?What are their biases? Identifying OpportunitiesApplicationsWirelessWhy is closing sales so difficult?Closing Opportunities$ RevenueAverage $ pe

27、r Customer# of CustomersNeed and/or OpportunitySkill# Qualified OpportunitiesClosing PercentageClosing OpportunitiesClosing PercentageSkillConvictionBeliefKnowledgeValidate BudgetIdentify & Meet NeedsAnswer ObjectionsAnswering ObjectionsWhoever brings up an objection first winsKey Anticipate possibl

28、e objections in advance. Address them before your customer raises them.Answering ObjectionsTactics for “In Advance” Understand “Why” someone has a particular concern Ask and listen more during Discovery questions Anticipate commonly raised issues Recognize that there are rarely unique issues Raise t

29、he concern before the customer does key time is while establishing decision criteria Demonstrate your confidenceAnswering Objections Budget Cuts There is nothing you can do about this Priority determine as early as possible Fear of Failure Lack information not convinced that they should buy Lack con

30、fidence have made too many mistakes in the past Personal insecurity “if this doesnt work.my job is on the line”Procrastination Understand WhyAnswering ObjectionsProcrastination In Advance“What is motivating your purchase decision?”“What happens if you dont implement a solution? Describe the problems

31、 associated with doing nothing.”“How are projects being funded, capital expense or operating budget? Is this project funded?”“Ive seen a number of companies delay projects. How likely is that to occur in your situation?”“What are the benefits of taking action relative to the risks of delaying implem

32、entation?”Answering Objections Convenience Familiarity with their other products Does not require management approval Personal security (or insecurity) Testing your confidence Are you really that good? How do you handle pressure?Cisco Understand WhyAnswering ObjectionsCisco In Advance“Have you resea

33、rched the Cisco products?”“It seems like you are a Cisco shop, how important is that when considering traffic and content management?”“If all things were equal, I can see why youd want Cisco. F5 and Cisco are like apples and oranges.”“Has your company ever bought Cisco even when youve decided anothe

34、r vendor provided a better product?”“How important is Cisco to your management?”Answering Objections Fun and/or It is the Persons Job Good buyers always seek a lower price Often negotiate with losing vendor first Trying to save money They know that vendors are under pressure They have limited resour

35、cesPrice Understand WhyAnswering ObjectionsPrice In Advance“What is your budget for this project?”“What Return on Investment does your company require?”“Of all your decision criteria, how do you prioritize them?”“What are the costs associated with each of your alternatives?”“Where does price fit wit

36、hin your decision criteria?”“Id like to help you compare alternatives on price and cost lets make sure that we compare apples to apples” Perceived risk associated with a small company Market volatility has created many casualties, both companies and individual portfolios Layoff announcements weekly Want a business partner that will “be there”Answering ObjectionsF5 Viability Understand WhyAnswering ObjectionsF5 Viability In Advance“Let me describe a few customers that are very similar to you. These co