某咨询：大客户营销谋略

大客户销售谋略2003.10-11-10-12ObjectiveofWorkshopUnderstandCharacteristicsofMajorAccountSellingStrategiesinWholeLifecycle,thustoShortenbid-to-winratioShortensellingcyclesMinimizediscountsandnegotiatedconcessionsEstablishclear,uniquebusinessvaluewiththecustomersReducesellingcoststhroughmoreeffectivesalesstrategiesIncreasesalesperemployee-Developexpectedrelationshipwiththecustomers.Eg.StrategicPartnershipetc.AgendaDay1HowtheCustomerMakeDecisionsSPINQuestionStrategyAccountEntryStrategyUnderstandYourCustomer&TheirBusinessHowtoMakeYourCustomersNeedYouDay2Influencethecustomer’schoiceDifferentiation&VulnerabilityOvercomingFinalFearsSalesNegotiationHowtoEnsureContinuedSuccess客户是如何做决策的HowCustomerMakeDecisionsTheResearchBaseTheCustomerDecisionProcessAccountStrategyintheRecognitionofNeedsPhaseAccountStrategyintheEvaluationofOptionsPhaseAccountStrategyintheResolutionofConcernsPhaseAccountStrategyintheImplementationPhaseSummaryOverviewofMajorAccountSalesStrategySalesStrategyshouldbeaboutcustomersandhowtoinfluencethem.UnderstandingandWellPreparedaremandatorytoformaeffectivesalesstrategyCustomerBehaviorgoesthroughthreedistinctphasesinmakingamajorpurchasingdecisionsRecognitionofNeedsEvaluationofOptionsResolutionofConcernsAfourthphase,follow-upinimplementationphases,ifitiswellhandled,cangeneratesignificantadditionalsalesopportunities.Eachoffourphasesrequiredadifferentsetofstrategiesandskills.WhatisSalesStrategy&WhatisMajorAccountSalesStrategyAwayofthinkinganddirectingyouractionstoeffectivelyinfluencecustomerpurchasingdecisions.FocusonUnderstandingCustomerBehaviorNotProcedureortechnique

MajorAccounts20/80rulesNewCustomersPotentialCustomersExercise:ATypicalERPDealLifecyclesWhatistypicalERPDealSellingCyclesCustomerDecisionProcessWhoisMajorAccountofERPS/WTraditionalMfgOthersCustomerDecisionProcessResearchBaseNeilRackham Huthwaite35,000salescallsin27countries10,000salesSPIN(Situation,Problem,Implication,NeedPay-off)DecisionI:RecognitionOf

Needs

V

ChangeOver

TimeIVImplementationIII

ResolutionOf

ConcernsII

EvaluationOf

OptionsBuyer

CycleCustomerDecisionProcessATypicalPurchaseDecisionNewPurchaseRequestOfProcurementDepartmentWhatAProcurementManagerSay:Problem,Dissatisfaction,cannotsolvewithexistingequipmentorsuppliesSpec.;Objective;Must&Wants;VendorSelectionIfdecisionisbig;carefullyresolveallconcern.Exercise1.ProcurementProcessReadAppendixA:ProcurementProcessDoyouknowitbefore,andhowyouknowwhichphaseyouareinwhileyoubid,andyourstrategiesoneachphase.10minutesAccountStrategyintheRecognitionofNeedsPhaseTheMostEffectiveSellingStrategyDuringthePhase:Touncoverdissatisfactionintheaccountandtodevelopthatdissatisfactionuntilitreachesthecriticalmass.Whendissatisfactionreachesasufficientlevelofintensityorurgency,theaccountmakesadecisiontochange.SuccesssalesasksalotofquestionsduringsalescallsthandotheirlesssuccessfulcolleaguesQuestioningSkills(SPIN)AccountStrategyintheEvaluationofOptionsPhaseTheMostEffectiveSellingStrategyDuringthePhase:ToCentralizeOnUnderstanding,Influencing,andRespondingtoCustomerDecisionCriteria.Differentiateyoursolutionwithyourcompetitorsisoneofyoureffectivesellingstrategy.CommonFaultsduringtheperiodisfailuretorecognizethatashifthastakenplaceincustomerconcerns.

Nottrytouncovercustomerguideline,orcriteria,formakingthedecision.AccountStrategyintheResolutionofConcernsPhaseTheMostEffectiveSalesStrategyDuringthePhaseTouncoverandhelpresolveperceivedriskLastminutesfearsandconcernsarisesthatcanblockthedecisionorcausecustomerstore-opendiscussionswithcompetitors.Asuccessfulsalesnormallyworkstouncoverandresolveissuesthataretroublingthecustomer,eveniftheseissuesareuncomfortableanddifficulttodiscuss.Negotiationiskeysellingtoolofthephase.AccountStrategyintheImplementationPhaseMostEffectiveStrategyofthePhaseFollow-upafterpostimplementationleadstocontinuedsuccess.VeryFewmajorsalesstopwhenthecustomersignsthecontract.Howtobuilduplongtermrelationshipwiththecustomers?ThinkAboutHowtoBuildUpStrategicRelationshipwiththeCustomer?CustomerDecisionPhasesDecisionPhaseTypicalCustomerConcernsDuringthePhaseSignthatthePhaseisOverandthenextphasearestartingCommonStrategieserrorsinthisphaseRecognitionofNeedsHowweaproblemHowbigisitDoesitjustifyactionsCustomeracceptsthattheproblemissevereenoughtojustifychangedandthereforedecidestotakeactionsFailuretoinvestigate/developcustomerneedsMakingproductpresentationstooearlyEvaluationofOptionsWhatcriteriashouldweuseinmakingadecisionWhichcompetitorbestmeetsourcriteria?Customerhasacleardecisionmechanisminplaceandhasusedittoselect1ormorefinalcontendersFailuretouncovercustomer’scriteriaLittleattempttoinfluence/changestatedcriteriaResolutionofConcernsWhataretherisksofgoingahead?Whatifitgoeswrong?Canwetrustthesepeople?CustomermakethepurchasingdecisionsIgnoringconcernsinthehopethey’llgoaway.PressuringthecustomertomakeadecisionImplementation-Arewegettingvaluefromthedecision?-HowquicklywillweseetheresultsNewneedsanddissatisfactionsariseFailuretotreatimplementationasasalesopportunitiesFailuretoanticipatevulnerableimplementationpoints强大的销售工具

——提问策略准备SPINQuestioningSituationQuestionsQuestionsthatgatherdataandbackgroundfacts.E.g: Howmanypeopledoyouemploy?

What’syourpresentERPsystem?

ProblemQuestionsQuestionsthatuncoverproblems,difficultiesanddissatisfactions.E.g: AreyouhappywithexistingERPsystem?

DoestheexistingERPsystemhasreliabilityproblems.?

ImplicationQuestionsQuestionsthatexploretheconsequencesorimplicationsofcustomer’sproblemE.g. Doesthisproblemleadstoincreasedcosts Asaresultoftheproblem,dowegetmoredowntime.

Need-payoffQuestionsQuestionsthatexplorethevalueorusefulnessofsolvingaproblemEg. Whyisitsoimportanttoyou….? Woulditbeusefulif…?ImpliedNeeds,ExplicitNeeds,Benefit,Advantage,FeaturesImpliedNeedsStatementbythecustomersaboutproblems,difficultiesordissatisfactionswiththeexistingsituation.Eg. Ialwaysgetbehindschedule. Wehavebeenlostalotofmoneyinthisarea.

ExplicitNeedsStatementsofacustomer’swantsorintentions.

Eg. WhatIneedis…

Iwantsometo…BenefitsStatementswhichshowhowaproduct,aproductfeatureoradvantagemeetexplicitneedwhichhasbeenstatedbythecustomer.Eg.Youhavesaidyouneedfastturnaround,wecangiveittoyoubytheendofthemonth

AdvantageStatementshowinghowaproduct,productfeaturecanbeusedorhelpthecustomer.Mostadvantagescanbeexpressedintheform:becauseof…feature,youcan..”Eg.BecauseofourERPproductfinancemodule,youcanget….

Ournewmodelcansaveadditional8%materialcost.

FeaturesCharacteristicsofaproductorservicesEg.Thisunitcost$400. Thisisaclosedloopfeedbacksystem.SPI三NF三ormSit三uat三ion三Qu三est三ionPro三ble三mQ三ues三tio三nImp三lie三dN三eed三sExp三lic三it三Nee三dsImp三lic三ati三on三Que三sti三onNee三d-P三ayo三ff三Que三sti三onBen三efi三tsAdv三ant三ageFea三tur三eNor三mal三Sa三les三Ca三ll三Pla三nni三ng三For三mSit三uat三ion三:The三ba三ckg三rou三nd三inf三orm三ati三on三In三eed三be三for三ep三rob三ing三fo三rt三he三pro三ble三m:---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三------三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---Pro三ble三msThe三di三ffi三cul三tie三st三he三cus三tom三er三has三th三at三Ic三oul三ds三olv三e.---三---三---三---三---三---三---三---三---三-----三---三---三---三---三---三---三---三---三------三---三---三---三---三---三---三---三---三-----三---三---三---三---三---三---三---三---三-----三---三---三---三---三---三---三---三---三----三---三---三--Imp三lic三ati三ons“Kn三ock三on三”e三ffe三cts三fo三re三ach三p三rob三lem三st三ate三d---三---三---三---三---三---三---三---三---三-----三---三---三---三---三---三---三---三---三------三---三---三---三---三---三---三---三---三-----三---三---三---三---三---三---三---三---三-----三---三---三---三---三---三---三---三---三----三---三---三--Pay三OfThe三Va三lue三to三th三ec三ust三ome三ro三fs三olv三ing三th三ese三pr三obl三ems三.---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三---三-SPI三NQ三ues三tio三nin三gS三tra三teg三ySit三uat三ion三Q三ues三tio三nPro三ble三m

Q三ues三tio三nImp三lic三ati三on三Qu三est三ionNee三dP三ay三Off三Q三ues三tio三nAch三iev三ef三act三fi三ndi三ng三obj三ect三ive三sHav三el三ow三sel三lin三gi三mpa三ctUse三ful三at三fo三cus三of三re三cep三tiv三ityAch三iev三eu三nco三ver三ing三di三ssa三tis三fac三tio三no三bje三cti三vesHav三em三ode三rat三es三ell三ing三im三pac三tUse三ful三at三fo三cus三of三di三ssa三tis三fac三tio三nAch三iev三eO三bje三cti三ve三so三fd三eve三lop三ing三an三dc三han三nel三sa三tis三fac三tio三nHav三eh三igh三se三lli三ng三imp三actUse三ful三at三fo三cus三of三di三ssa三tis三fac三tio三na三nd三foc三us三of三pow三erAch三iev三eo三bje三cti三ves三of三re三hea三rsi三ng三and三se三lec三tiv三ely三ch三ann三eli三ng三cus三tom三er三att三ent三ionHav三eh三igh三se三lli三ng三imp三actUse三ful三at三fo三cus三of三di三ssa三tis三fac三tio三na三nd三foc三us三of三pow三er强大的三销售工三具

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