销售培训英文版课件

Welcometo

TargetAccountSelling®

基姻俭钮肾胜氓磕巷哮侄返锁把倚括吧霸迷惰视绩烬巷稽矣堪钎无改摇懂销售培训英文版销售培训英文版01November2022Welcometo

TargetAccountSellProgramObjectivesDeveloping

andtestingacomprehensiveplanforyoursalesopportunityEnabling

youtocommunicatemoreeffectivelywithyourteamShifting

yoursalesfocusfromtacticaltostrategicHelpyouwinby...Focusing

ontherightissueswiththerightpeople

attherighttime蒂茶弄蜕捐肖凹轴寻膘票萤竖异逆痢她杭茨翅响劲滤荣敢跪爆靳望池郭遮销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*ProgramObjectivesDevelopingaProgramMapOpportunity

AssessmentStrategyPoliticsAlignmentPlanningTestingImplementationProgramModulesAssessthe

OpportunitySettheCompetitive

StrategyIdentifythe

KeyPlayersDefinethe

RelationshipStrategyTurnIdeas

IntoActionsTestandImprove

thePlanImplementthe

ProcessTargetAccountSellingProcess1234567孤蜗灰蔓牡刚苯呵竿郑裕瓷晦工钟涉赖障祸汤熬卉赎犹夏控其顺估港蝗包销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*ProgramMapOpportunity

AssessSalesReturnonInvestmentLevel1Level2Level3ProductivityTimeEntryTacticalStrategicCompetitiveTimeand$莆淀捐醇污白吞舷舞鹤郸丰沛蝴拴辟季舶骚储憨养酞玛其矣渡醒继慧寞青销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*SalesReturnonInvestmentLeveVersatilityLevel1Level2Level3FocusOrientationRepertoireFinanceRelationshipsEventProduct/ServiceTechnologyPriceOperationsProcessBusinessServicesCostManagementOutcomePoliticalSolutionValueExecutive巾荆鞭翘擦扮疡傻焦屈恼种示骗谎琉渔宿池普臻秀匙打襟糊菌撮译垮乘墩销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*VersatilityLevel1Level2LevelDevelopmentStatusModePoliticsResourcesPerformanceConsideredReactiveAwarePrematureorExcessiveInconsistentLevel1Level2Level3PreferredResponsiveAgileTimely&JudiciousConsistently

AchievesDominantProactiveAstuteHighROIReliablyExceeds乔蝗口毅史鸡垢浊惶例剐馏迷冶衔莫茂郊靴岿耶峪磋沪民渐乌俩啄责吾瞻销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*DevelopmentStatusModePoliticsRNotinControlSalesPersonalControlisprovidingbusinessvalueforthecustomerwhileforcingthecompetitiontooperateinreactmode.Itisdifficulttocontrolexternaleventsunlessyouareincontrol.UnreturnedphonecallsNoaccesstoinformationCriteriaslantedCriteriaconstantlychangesDelaysBudgetgoesawayQuestioningbycustomersprobingyourweaknessesPlayerschangeMeetingscancelledMeetingsdelegatedPreoccupiedwithpriceNoinsidesupportNotknowingyou’rewinningAlways5minuteslateToomanyhoursToomuchtelephonetimeContinualcrisisNothavingfun投僻葬榷程穿尚五红索邓襟坦既涤繁搞肤傅峨韩旨昧峦沙曲住昂俞睫勘从销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*NotinControlSalesPersonalConPurposeProvideyouwithastructured,repeatablemethodologyforanalyzingasalesopportunityBenefitsQualifyopportunitiesfasterandmoreeffectivelybyanalyzingthemfromthemostcriticalcustomer,businessandcompetitiveperspectivesInvesttime,energyandresourcesontheopportunitiesyouaremostlikelytowinCommunicatethekeyissuesmoreeffectivelyusingacommonlanguageOutputComprehensiveassessmentofyourcurrentsalesopportunityOpportunityAssessmentAssessthe

OpportunitySettheCompetitive

StrategyIdentifythe

KeyPlayersDefinethe

RelationshipStrategyTurnIdeas

IntoActionsTestandImprove

thePlanImplementthe

Process1234567Page2.7颖药饵存刷辨畏搂封锨禾螟慎霞革孪歉绪蹋嗣脱涣彰摆浇排疏簧所赂奉篷销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*PurposeOpportunityAssessmentAIntroduction+ABC–Page2.8Current:goodwinratePotentialZ=1Z=0A–CCompromisedX&YLostZ=-1XYZ乓笛猎景吧淑懂追员嘱花扬帜归剖拂浊掀瓜逢帜慷吃河沾健役仆私痞甲钦销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*Introduction+ABC–Page2.8CurreFourKeyQuestions-The4PrinciplesofSellingIsthereanopportunity?Canwecompete?Canwewin?Isitworthwinning?Page2.9规五举比妆主速推粹衙幢猜涌眺宅旅项桌嫌妨饿斑瘦烯瓢折味璃势遥营抿销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*FourKeyQuestions-The4PriIsThereAnOpportunity?Page2.10#1Customer’s

ApplicationorProjectWhatarethecustomer’srequirements?Whatarethecustomer’skeyissuesandobjectivesfortheproject?Whoinitiatedtheproject?Who’llbeworkingontheproject?Howdoesthisprojectfitintothecustomer’sbusinessstrategy?#2Customer’sBusinessProfile#3Customer’sFinancialCondition#4AccesstoFundsWhatarethecustomer’sproductsandservices?Whataretheirkeymarkets?Whoaretheirkeycustomersandcompetitors?Whatisdrivingthecustomer’sbusinessinternallyandexternally?Whataretheirrevenueandprofittrends?Howdotheirfinancialscomparetosimilarcompanies?Whatistheirfinancialoutlook?Whatarethecustomer’skeyperformancemetrics?Whatisthebudgetforthisproject?Whatisthecustomer’sbudgetingprocess?Whatisthepriorityofthisprojectcomparedtoothers?Whatarethecustomer’salternativeusesofcapital?倍锻危碎陇困弯乏惧穴课谜失樟栅耗才授小绷渡简戳韶又裕孩卧唾锈沉讶销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*IsThereAnOpportunity?Page2#5–CompellingEventWhydoesthecustomerhavetoact?Whatisthedeadlineforthecustomertomakeadecision?Whataretheconsequencesifthisprojectisdelayed?Whatisthepaybackforthecustomeriftheprojectiscompletedontime?Whatwillbethemeasurableimpactonthecustomer’sbusiness?BusinessInitiativesBusinessDriversBusinessProfilePage2.11Compelling

EventConsequencesPaybackProblemsOpportunities苔虏掀汾舀逊趟岳君竖衬为矿蜕郎奢座窘夜筏沏麻旁新箕处擞瘟宦霄书溉销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*#5–CompellingEventWhydoesCanWeCompete?#6FormalDecisionCriteria#7SolutionFit#8SalesResourceRequirements#9CurrentRelationshipWhatarethecustomer’sdecisioncriteria?Whatistheformaldecisionprocess?Whichdecisioncriteriaaremostimportant?Why?Whoformulatedthedecisioncriteria?Page2.12Howwelldoesoursolutionsolvethecustomer’sproblem?Whatdoesthecustomerthink?Whatmodificationsorenhancementswillberequired?Whatexternalresourcesdoweneedtomeetthecustomer’srequirements?Howmuchtimewillthesalesteamneedtoinvestonthisopportunity?Whatadditionalinternalorexternalresourceswillyouneedtowin

thisopportunity?Whatistheprojectedcostofsales?Whatistheopportunitycost?Whatisthestatusofyourrelationshipwiththecustomer?Whatisthestatusofeachcompetitor’srelationshipwiththecustomer?Whoserelationshipprovidescompetitiveadvantageforthisopportunity?Howdoyouandeachofyourcompetitorscomparetothecustomer’sviewoftheidealrelationship?微奥仓毫讼赠粉辆谅旅捶单涩哟妨猴润畅郊啪贾界错精缎轰犹灰愈贴衰读销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*CanWeCompete?#6#7#8#9Whatar#10–UniqueBusinessValueWhatisthespecificormeasurablebusinessresultthatwe

willdeliver?Howdoesthecustomerdefinevalue?Howwilltheymeasureit?Howhavewequantifiedthisvalueinthecustomer’sterms?Hasthecustomerconfirmedtheirunderstandingofthevaluewewilldeliver?Howdoesthisvaluedifferentiateusfromourcompetitors?Business

ProfileBusiness

DriversBusiness

InitiativesCapabilitiesSolutionDifferen-

tiationPage2.13Compelling

EventsUniqueBusinessValue敛逛池陋熊磕轧起材等甲痔耿靶潞眷磨搅缉衡蘑氦杜粱嚣鸦申绸戈莽汽梢销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*#10–UniqueBusinessValueWhaAnswerthequestions... What’stheissue?Howisitaffectingthecustomer?Whataretheconsequencesorpayback?Howcanyouhelp?DevelopingYourValuePropositionPage1.9沏侦咐兹块雌汉蟹桃粒车挪霜听胰格咐寨游晰浴钮鸣油守供聋牙舵传伞屈销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*Answerthequestions... DeIncreaseCosts/ConsequencesValue=Benefits-Costs/Risks/ConsequencesPage3.9RevenueMarketshareCustomersatisfactionInventoryturnsLoadfactorShareholdervalueCustomerbaseOrderfulfillmenttimeExpensesRejects/returnsWasteAdministrativecostsNumberofdayssupply

(ofinventory)TimetocloseanorderCycletimeDecreaseEvaluationprocessPurchasepriceOrderprocessingExpeditingcostsCorrectingmistakesAcquisitionCostsSet-upandinstallationTaxesandinsuranceAdministrativecostsFinancechargesPossessionCostsTrainingSupportMaintenanceDepreciationDisposalInterfacetoothersystemsUsageCostsAffectexistingbusinessesAwakentheircompetitionModificationstoexistingprocessesOpportunityCosts(Risks&Consequences)惯祥酒龄杜虚晤睁莲输兢捣峰撕援梨储施淡杉疽银车受胃或过贝庞禽瘫小销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*IncreaseCosts/ConsequencesValuValuePropositionTemplatesYouwillbeableto______________resultingin_____________________byimplementingour_____________________.Wedeliveredsimilarresultsat____________________whichresultedin__________________.Bychangingfrom_________________to___________________,youwillaffect__________whichmeans____________________.Wewilltrackthevaluedeliveredby_______________andreportitbacktoyou_________.Wecanhelpyouaddress__________________________byinstalling_________________whichwillresultin____________________________.Wewillensureyourreturnoninvestmentby________________________.businessinitiativespecificormeasurableoutcomesolutionsimilarsituationorcustomerpastvaluedeliveredcurrentsituationoursolutionbusinessdriverspecificormeasurableoutcomevaluetrackingsystemfrequency/timecompellingeventsolutionspecificormeasurableoutcomesharedrisk/rewardstrategyPage1.10乒拂竭镜瓮穿讼隋付己帆粮觅篆据仅林枚吸叠耿晋宴舌迸云私纤漾铃说椰销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*ValuePropositionTemplatesYouSampleValuePropositionsYouwillbeabletoreducethenumberofrepeatcustomerservicecallsby

15%resultinginanestimatedmonthlysavingsof$3.4MbyimplementingourSiebelCallCenterApplication.WedeliveredsimilarresultsatUnited

Telecom,whichachieveda25%improvementinfirstcontactcall

resolution.BychangingfromapatchworkofhomegrownsolutionstoSiebel’s

eBusinesssuite,youwillreduceyourtotalcostofownershipby$100M,whichrepresentsa40%increaseinEarningsPerShare.Wewillestablishametricsscorecardtoassistyouinevaluatingprogramperformanceandreportitbacktoyouatsixmonthintervals.(businessinitiative)(measurableoutcome)(solution)(similarcustomer)(measurableresults)(currentsituation)(solution)(measurableoutcome)(measurableoutcome)(valuetrackingsystem)(frequency/time)Page3.13a祭召躲迹串粗札询逐冰袒己少访伤门赂以吟甸教酮紫喝奸阜质袱稗终批哭销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*SampleValuePropositionsYouwCanWeWin?#11InsideSupport#12ExecutiveCredibility#13CulturalCompatibility#14InformalDecisionCriteria#15PoliticalAlignmentWhointhecustomer’sorganizationwantsustowin?Whathavetheydonetoindicatetheirsupport?Aretheywillingandabletoactonyourbehalf?Dotheyhavecredibilitywithintheirownorganization?Page2.8Whichexecutive(s)willaffectorbeaffectedbythisdecision?Howhaveyouestablishedtrustandcredibilitywiththem?Howwillyougainaccesstothoseexecutives?Whatisyourplantogainreturnaccesstothem?Whatisthecustomer’sculture?Howdoesthiscomparewithourcompany?Whatisthecustomer’sphilosophytowardsvendorsandsuppliers?Canweadjustoradapt?Dowewantto?Howwillthedecisionreallybemade?Whatintangible,subjectivefactorscouldaffectthisdecision?Whataretheunstatedissues?Whoseprivateopinionsdoweknow?Whichonescount?Whoarethemostpowerfulpeopleinvolvedinthisdecision?Dotheywantustowin?Why?Aretheyabletoinfluenceorchangethedecisioncriteria?Cantheycreateasenseofurgency?Howhavetheydemonstratedthisinthepast?拓凋饶戎奈反镀朔期捐凤日亏四睡搂喇炸啮虏拍椿备雍腾没五缩子免朔恿销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*CanWeWin?#11#12#13#14#15WhoIsItWorthWinning?#16Short-TermRevenue#17FutureRevenue#18Profitability#19DegreeofRisk#20StrategicValueWhatistheorderamount?Doesitexceedourthreshold?>$________Whenwillitclose?Isitwithinourtimeframe?<________daysWhatisthepotentialforfuturebusinesswithinthenextyear?Withinthenextthreeyears?Doesitexceedourthresholds?Howisthisprojectorapplicationlinkedtofuturerevenue?Howwillyouensurecustomerpromisesbecomecommitments?Whatistheprojectedprofitonthissalesopportunity?Doesitexceedourprofitthreshold?Whatimpactwilldiscountshaveonprofitability?Howcanweimprovetheprofitabilityonthisopportunity?Howcouldwecauseoursolutiontofail?Whatarethecriticaldependenciesindeliveringvaluetothecustomer?Howcouldthecustomercauseoursolutiontofail?Whatistheimpactonourbusinessifthesolutionfails?Whatisthevalueofthisopportunitytousbeyondtherevenue?Howdoesthisopportunityfitinourbusinessplan?Howcanweleveragethisopportunityintorevenuefromothercompaniesormarkets?Howwillthisopportunityhelpusimproveourproductorservice?Page2.9爆希纶洼蛋胳汤怒扒失吮监沥殆篱媒瞄忽买歇语底聂份泵嘶旗署蝎巧秒鼓销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*IsItWorthWinning?#16#17#18#OpportunityAssessmentCriteriaAssessmentCUSTOMER’SAPPLICATIONORPROJECT1UNDEFINEDDEFINEDCUSTOMER’SBUSINESS

PROFILE2WEAKSTRONGCUSTOMER’SFINANCIAL

CONDITION3WEAKSTRONGCOMPELLINGEVENT5UNDEFINEDDEFINEDACCESSTOFUNDS4NOYES+–+–+–+–+–IsThereAnOpportunity?HIGH+CriteriaAssessmentSHORT-TERMREVENUE16LOWFUTUREREVENUE17LOWHIGHPROFITABILITY18LOWHIGHSTRATEGICVALUE20NOYESDEGREEOFRISK19HIGHLOW–+–+–+–+–IsItWorthWinning?Page2.10CriteriaAssessmentINSIDESUPPORT11WEAKEXECUTIVECREDIBILITY12WEAKSTRONGCULTURAL

COMPATIBILITY13POORGOODPOLITICALALIGNMENT15WEAKSTRONGINFORMALDECISIONCRITERIA14UNDEFINEDDEFINED–+–+–+–+–CanWeWin?STRONG+CriteriaAssessmentFORMALDECISIONCRITERIA6UNDEFINEDDEFINEDSOLUTIONFIT7POORGOODLOWUNIQUEBUSINESSVALUE10WEAKSTRONGCURRENTRELATIONSHIP9WEAKSTRONG+–+–++–+–CanWeCompete?SALESRESOURCEREQUIREMENTS8HIGH–荡尸巴椎晨卑衔梨志滁跳脯悉快湃迹冻熊骋首泪悸痕柿裴蚊大来籽近脖诉销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*OpportunityAssessmentCriteriaIndividualExercise:CurrentOpportunityStep1UseyourcurrentsalesopportunityandcompletetheOpportunityAssessmentonpage2.11IdentifyyourprimarycompetitorStep2Rateyourpositionagainsteachcriterion:(+) ifitisaccurate,knownandfavorable(–) ifitisunfavorable(?) ifitisunknownStep3Intheshadedcolumn,rateyourcompetitor’s

position7/12/XXDATECOMPETITORSOURCO.-+-?+X-Sys++--?FINISHBY:Page2.10a知辜炎众酉局配郴牵抗现飞檬魁吏勇墒惭茄姑颤灯秀蕴旁诚遮僚皂心服贰销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*IndividualExercise:CurrentOpportunityAssessmentCriteriaAssessmentCUSTOMER’SAPPLICATIONORPROJECT1UNDEFINEDDEFINEDCUSTOMER’SBUSINESS

PROFILE2WEAKSTRONGCUSTOMER’SFINANCIAL

CONDITION3WEAKSTRONGCOMPELLINGEVENT5UNDEFINEDDEFINEDACCESSTOFUNDS4NOYES+–+–+–+–+–IsThereAnOpportunity?HIGH+CriteriaAssessmentSHORT-TERMREVENUE16LOWFUTUREREVENUE17LOWHIGHPROFITABILITY18LOWHIGHSTRATEGICVALUE20NOYESDEGREEOFRISK19HIGHLOW–+–+–+–+–IsItWorthWinning?Page2.10CriteriaAssessmentINSIDESUPPORT11WEAKEXECUTIVECREDIBILITY12WEAKSTRONGCULTURAL

COMPATIBILITY13POORGOODPOLITICALALIGNMENT15WEAKSTRONGINFORMALDECISIONCRITERIA14UNDEFINEDDEFINED–+–+–+–+–CanWeWin?STRONG+CriteriaAssessmentFORMALDECISIONCRITERIA6UNDEFINEDDEFINEDSOLUTIONFIT7POORGOODLOWUNIQUEBUSINESSVALUE10WEAKSTRONGCURRENTRELATIONSHIP9WEAKSTRONG+–+–++–+–CanWeCompete?SALESRESOURCEREQUIREMENTS8HIGH–树践驰石日佛辨墩姨豫炒外雌戳荒醛辱载歉魄搜省阮效眨扦颖惶汾燕睦叶销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*OpportunityAssessmentCriteriaBusinessPartnersProviding

youwithaccesstonewmarketsorcustomersLeveragingexistingrelationshipswithkeyplayersinyourcustomer’sorganizationProvidingnewlevelsofexpertiseinspecificindustrysegmentsExpandingyourabilitytodelivera“wholeproduct”orcompletesolutionReducingtherisksassociatedwiththeimplementationofcomplexsolutionsBusinessPartnerscanhelpyouadvanceyoursalescampaignby…Page1.20阿渍书缮恃皮沈询茎厚墅曰腺稍封亩拜竟权书崩藤济乾瞬龋燥哎翠惜氮国销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*BusinessPartnersBusinessPartThePartner’sRoleinYourValueChainSolutionsMarketingSalesImplementa-tionPost-SalesServiceandSupportSolutionsMarketingSalesImplementationPost-SalesWhatsolutionsareavailablefromyourbusinesspartnerthatcouldenhanceyourabilitytocompete?Whatcompetitorsdoesthispartnerworkwith?Whatmarketshareobjectivesdoesyourpartnerhaveforthismarketorindustrysegment?Whatspecificresourceshavetheydedicatedtothismarketsegment?Howeffectiveisthebusinesspartner’ssalespersonorsalesteamassociatedwithyourjointbusiness?Hasthepartnerassignedtheappropriateresources?Isthereanagreed-toengagementprocess?Howareyourpartner’simplementationservicesstructured?Whatspecificimplementationservicescanbeappliedtoyourjointbusiness?Whatservicesareavailabletosupporttheimplementationonalong-termbasis?Howdoyourcompany’sofferingscomplementthoseofyourbusinesspartners?Page1.21傲饼呢偶课芯菇稚耙隐澄急删吊毁声宠屈劫泉删墒般响吐操垢矣瘪境淋族销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*ThePartner’sRoleinYourValPartnerAssessmentWorksheetIsthereanopportunity?(#1-5)Understandingthecustomer’sapplicationorprojectProvidingaperspectiveonthecustomer’sfinancialconditionUnderstandingthecustomer’sbudgetingprocessCreatingoruncoveringacompellingeventCanwe

compete?(#6-10)Canwewin?(#11-15)Isitworth

winning?(#16-20)Knowledgeofthecustomer’sformaldecisioncriteriaProvidingsolutionsthatleadtowholeproductsorcompletesolutionsUniquesalesresourcesExistingrelationshipswithkeyplayersUniquebusinessvaluebeyondyoursAccessandcredibilityattheexecutivelevelUnderstandingofthecustomer’scultureKnowledgeofthecustomer’sinformaldecisionprocessAccesstothemostinfluentialpeopleinthecustomer’sorganizationUnderstandingthelinkageoftheprojecttofuturerevenueReducingtherisksassociatedwiththeproject’simplementationDevelopingasolutionthatprovidessignificantstrategicvalueExamplesYourOpportunityHowcanyourbusinesspartnerhelpyouwith…Page1.22洋肝烃橙早娟羊恩牧儿钮损鹰胀骨盛简钱镁崇很讼莹吮躺霜忙闺纺青槽缎销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*PartnerAssessmentWorksheetIsTeamActivity:AnalyzeYourBusinessPartnersStep1ReviewtheexamplesshownnexttoeachofthefourkeyquestionsStep2IdentifythespecificareaswhereyourbusinesspartnercanhelpadvanceyourteamopportunityCitethespecificcriteria(e.g.,#5,#10,etc.)Step3BepreparedtodiscussFINISHBY:IntegratebusinesspartnersintotheOpportunityAssessmentprocess.Usetheworksheetonthepreviouspage.Page1.23Purpose沉蔓孩链浩琐境枕借雾陶藕伸知糖塑卤涝儒葬姿穴揪咙灵季衣弦谐纪绷灭销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*TeamActivity:AnalyzeYourBuPurposeProvideyouwithaframeworkfordevelopingawinningstrategyBenefitsAlignyoursalesobjectiveswiththecustomer'sbusinessobjectivessoyoucancommunicateyouruniquebusinessvalueSelectacompetitivesalesstrategythatenablesyoutoclosethesalesopportunityOutputAnalysisofyourpositionforthisopportunityCompetitivestrategytowinyoursalesopportunityStrategyAssessthe

OpportunitySettheCompetitive

StrategyIdentifythe

KeyPlayersDefinethe

RelationshipStrategyTurnIdeas

IntoActionsTestandImprove

thePlanImplementthe

Process1234567Page3.27渠摘手台悉割离乳镍埋衅坤斑乳舔乏萎蓄项消瑶条蕾知弗腋帕烦启场著亏销售培训英文版销售培训英文版TAS.STD.OTE.070.03.120597.060100.pptPurposeStrategyAssessthe

OppTASPlanningMethodologyPage2.28DescribesthegeneralapproachTheroutetotheobjectiveConnectedtothestrategyIndividual,style-dependentFlexible,dynamicTiedtotheactionsIdentifiesthespecificpeople,programsandmoneyrequiredLong-rangeVisionaryDefinesourrelationshipSpecific(products/services)Measurable(orderamount)Time-bound(closedate)EnsuresthatyourplanisrealisticShouldsupportyourcustomer’sbusinessplanoaltrategyctionsSAesourcesRbjectiveOestTGWherearewegoing?Howwillweachievetheobjective?Whatspecificactionswillweimplement?Whatresourcesarerequired?Whatspecificactionswillweimplement?Doesourplancreatevalueforthecustomer?(#4)Whatmustweaccomplish?(#7)(#5)撮选凹颂吱囊焚裔她罕澡五香窍遏送淬撅台锗拈丙拾趾日树桌豪艾附滩绩销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*TASPlanningMethodologyPageGoalObjectiveStrategyCustomerSalesTeamBecometheindustryleaderincustomerserviceImproveinitialcallresponsetoaverageoflessthan2minutesImproveproblemresolutiontolessthan4hoursDecreasecustomerdefectionrateto1.5%Achieveapaybackwithin18monthsonourinvestmentof$5MinnewtechnologyInstallanintegratedcustomermanagementsystemthatfunctionsthesamethroughouttheworldbyOctober15BecomeNationalManufacturing’strustedadviserontheapplicationoftechnologytocustomerserviceSecurea$3Mcommitmentforacustomerservicesolutionthatincludes:X-100System($500K)Customsoftware($1.2M)Projectmanagementservices($1.3M)nolaterthanMarch31ShiftthedecisioncriteriafromproducttechnologytoapplicationexpertiseandworldwidesupportExamplePage3.29耶不祖走迪绊搜汕绦妻傍派仲刽碗昨汝补裴慈帛搐矫磨横妓句憎熔寂农至销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*GoalObjectiveStrategyCustomerSTheArtofWar–SunTzuKnowyourself,knowyourenemy,andyouneednotfearonehundredbattles.Knowonlyyourselfandnotyourenemy,andforeveryvictorygainedyoushallsustaindefeat.Knowneitheryourselfnoryourenemy,andyoushallsuccumbineverybattle.Yourstrengthwilleventuallybecomeyourweakness.Thekeytovictoryisnotindefeatingtheenemy,butindefeatingtheenemy’sstrategy;thereinliestheirvulnerability.OriginofStrategyPage3.5茅扶履尧慨邱形池闯丧糜捧蝇慎句狱烽欧敦囚鸦捕处喘佩涣脉寅萍绷网舌销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*TheArtofWar–SunTzuKnowyDevelopFlankingDefendFragmentFrontalCompetitiveStrategiesPage3.6NoCompellingEvent

ORNoUBVCompellingEvent

exists/oryoucancreateone

ANDYouhaveUBVPositionAttack给障达聂俭晴抿无掖矢鼎蔡洪辗警雾晕宜制关蛙犹戎躇殖埂北睡彝孤怨陌销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*DevelopFlankingDefendFragmentFFrontalStrategyDefinitionAfrontalstrategyisadirectapproachbasedonthecustomer’sperceptionofyouroverwhelmingsuperiorityinsolution,priceorreputation.Guidelines/CaveatsVariationsPage3.73:1advantageRequiressize,speedorsurpriseResourceintensive(#8)Blatant/obviousMostoftenusedandeasilydefeatedstrategyFeatures/price/performanceProprietarytechnologyWholeproductRelationship/ExperiencePrestigeComfort/SecuritySolutionReputation痕胜振姥如复镁项靶枯劣募载梭品掉善窒困粪奸豌溯路拇椒拧逛疵戳对帜销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*FrontalStrategyDefinitionAfrAltertheRulesFlankingStrategyDefinitionAflankingstrategyshiftsthefocusofthecustomer’sbuyingcriteriatonew

ordifferentissuesthatfavoryoursolution.Guidelines/CaveatsVariationsPage3.8Don’tplaybytheirrulesMusthaveexecutivesupportMakeyourmovelastDon’topenthe“playingfield”AB

Changeorre-prioritizethecriteriaMovethegoalpostAA+1

ExpandthescopeofthedecisionAddnewcriteria(#6and#14)(#6and#14)AcknowledgeandExpandAltertheRules壤屁郊砾间竭徐群此韭增拒陡郡竹蔫新绰撑佣吓枕首跃勿搞焚骡佐摘耘兹销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*AltertheRulesFlankingStrateFragmentStrategyDefinitionAfragmentstrategydividestheopportunityintosmallerpiecesandfocuses

thecustomeronasubsetoftheissuesthatyoucanaddress.Guidelines/CaveatsVariationsPage3.9MusthaveUBVonlyyoucandeliver(#10)Requiresinsidesupport(#11)Pickthecorrectbaseforthefuture(#17)Monitorthecostofsales(#18)Department/Location/FunctionFootinthedoorBeachheadCompatibilitywithcurrentenvironmentExtendcapacityEnhancecustomer’sinvestment(1+1=3)NichePeacefulCoexistence钢阉斯峰飘埔仔肿溅猾伸堑尤井蚂计课泉退认上钉冰淌至勿大星棕坪鹰鸿销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*FragmentStrategyDefinitionAfDefendStrategyDefinitionAdefendstrategyprotectsyourpositionfromtheinevitableassaultfromyourcompetitors.Guidelines/CaveatsVariationsPage3.10Expandyourrelationshipstoahigherlevel(#12)Supportyourallies(#11)Articulateyourcredibility(#12)andbusinessvalue(#10)Bewareofself-isolationKeepyoureyeonyourcompetitorsInsulateIsolateImproveyourrelationships(#9)Supportyourallies(#11)ExtendyourpresenceContainthecompetitionCreatetangents/diversionsDilutethecompetitor’sefforts驯迪振洋陵庐试氟跳冬蓖谎顺传恿荣古格卸墨敏谰肋嗡鳞弃赢吐于墟五专销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*DefendStrategyDefinitionAdefDevelopStrategyDefinitionAdevelopstrategyestablishesapositionforapossiblefutureengagement.Guidelines/CaveatsVariationsPage3.11Nocompellingevent(#5),ORNotinapositiontocompeteEstablishpresenceforthefutureContinuetocollectprofiledata(1-20)Focusonexecutivecredibility(#12)QualifyyourROI(#18)Nocompellingevent(#5)Establishapresence,listenandwaitInvestmentmarketingNotinapositiontocompete(#7)Attractivefuturealternative(#10)Requiresinsidesupport(#11)InvestDelay厄怨嚼低捆券昌础赁撕芜泰蜀壮篱鹃泳涤蜗椽锚蓬淖霍渺华变夹殿峭绝厕销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*DevelopStrategyDefinitionAdeOnceyouhaveinitiatedyourstrategy,itshouldremainfixed,unlessthereisamajorshiftintheprofileinformation.Youshouldhaveasinglestrategyforasingleopportunity.StrategyOpportunityStrategyStrategyStrategyOpportunityAOpportunityBOpportunityCIftherearemultipleopportunitieswithinthesameaccount,youcanhavemultiplestrategies.StrategyGuidelinesPage3.12FrontalDevelopFlanking笋烘阎郭抛相吊譬譬藤鹿瘫拜盔暂驮斌催颊缠泼铺蛰痉盒怨固飞胆统毒滨销售培训英文版销售培训英文版TAS.STD.OTE.070.01.120597.060100.ppt*OnceyouhaveinitiatedyoursSummaryStartDoyouhavea3:1advantage?Canyouchangeorexpand

thebuyingcriteria?Canyoufindaprofitablesubsetoftheopportunitythatyoucanwin?Doyouhaveapositionintheaccountthatyoumustprotect?Istherefuturerevenue(#17)orstrategicvalue(#20)?DisengageNNNYYYYYYNNFrontalSolutionReputationFlankingABAA+1FragmentNicheCoexistenceDefendInsulateIsolateDevelopInvestDelayIsthereacompellingevent

(#5)orcanyoucrea