销售培训目标解释销售

"argetAccountSelfing⑪S_ebeleBusinessProgramObjectivesHelpyouwinby...IFocusingontherightissueswiththerightpeopleattherighttime■DevelopingandtestingacomprehensiveplanforyoursalesopportunityEnablingyoutocommunicatemoreeffectivelywithyourteamShiftingyoursalesfocusfromtacticaltostrategic

（海量营销管理培训资料下载）€0000Ine.MraaawmLTASSTD-OTE.0T0A11MQa7.oeoiOO.pptPage1.1ProgramMapTargetAccountSellingProcess

（海量营销管理培训资料下载）€0000SyatMM.Ine.MraaawafLTASSTD-OTE.OTOA1.120017.0801OO.pptPage1.2ProgramModulesPoliticsAlignmentPlanningSIEBELeBusinessVersatilityLevel1Level2Level3EventProcessOutcomeProduct/ServiceBusinessPoliticalTechnologyServicesSolutionPriceCostValueOperationsManagementExecutive＜海量营销管理培训资料下载）SIEBELeBusiness€0000Ine.Mri«hteraaawmLTASSTD-OTE.OTOA11MQa7.oeoiOO.pptPage1.4DevelopmentLevel1Level2Level3ConsideredPreferredDominantReactiveResponsiveProactiveAwareAgileAstutePrematureorExcessiveTimely&JudiciousHighROIInconsistentConsistentlyAchievesReliablyExceeds＜海量营销管理培训资料下载）SIEBELeBusiness€0000Ine.Mri«hteraaawmLTASSTD-OTE.OTOA11MQa7.oeoiOO.pptPage1.5NotinControlSalesControlisprovidingbusinessvalueforthecustomerwhileforcingthecompetitiontooperateinreactmode.■Unreturnedphonecalls■Playerschange■Noaccesstoinformation■Meetingscancelled・Criteriaslanted■Meetingsdelegated・Criteriaconstantlychanges•Preoccupiedwithprice■Delays■Noinsidesupport■Budgetgoesaway■Notknowingyou'rewinnina■QuestioningbycustomersprobingyourweaknessesPersonalItisdifficulttocontrolexternaleventsunlessyouareincontrol.■Always5minuteslate・Toomanyhours■Toomuchtelephonetime・Continualcrisis■Nothavingfun

（海量营销管理培训资料下载）S>e:beleBusiness€0000Ine.Mri«hteraaawmLTASSTD-OTE.OTOA11MQa7.oeoiOO.pptPage1.6OpportunityAssessmentPurpose■Provideyouwithastructured,repeatablemethodologyforanalyzingasalesopportunityBenefits■Qualifyopportunitiesfasterandmoreeffectivelybyanalyzingthemfromthemostcriticalcustomer,businessandcompetitiveperspectives■Investtime,energyandresourcesontheopportunitiesyouaremostlikelytowin■CommunicatethekeyissuesmoreeffectivelyusingacommonlanguageOutput■Comprehensiveassessmentofyourcurrentsalesopportunity

（海量营销管理培训资料下载）S>e:beleBusiness€0000Ine.MraaawmLTASSTD-OTE.OTOA11MQa7.oeoiOO.pptPage2.7IntroductionCurrent:goodwinratePotential+一

（海量营销管理培训资料下载）S>e:beleBusinessceoooSyatama.Ine.Mri«hterwm<LTASSTD-OTE.OTOA1.1MSa7.inoiOO.pptPage2.8FourKeyQuestions-The4PrinciplesofSelling■Isthereanopportunity?■Canwecompete?■Canwewin?■Isitworthwinning?

（海量营销管理培训资料下载）S>e:beleBusinessceoooSyatama.Ine.Mrwm<LTASSTD-OTE.OTOA1.1MSa7.inoiOO.pptPage2.9IsThereAnOpportunity?#1Customer'sApplicationorProject■Whatarethecustomer'srequirements?■Whatarethecustomer'skeyissuesandobjectivesfortheproject?・Whoinitiatedtheproject?Who'llbeworkingontheproject?■Howdoesthisprojectfitintothecustomer'sbusinessstrategy?#2Customer'sBusinessProfile■Whatarethecustomer'sproductsandservices?■Whataretheirkeymarkets?■Whoaretheirkeycustomersandcompetitors?■Whatisdrivingthecustomer'sbusinessinternallyandexternally?#3Customer'sFinancialCondition■Whataretheirrevenueandprofittrends?■Howdotheirfinancialscomparetosimilarcompanies?■Whatistheirfinancialoutlook?■Whatarethecustomer'skeyperformancemetrics?#4AccesstoFunds・Whatisthebudgetforthisproject?・Whatisthecustomer’sbudgetingprocess?・Whatisthepriorityofthisprojectcomparedtoothers?■Whatarethecustomer'salternativeusesofcapital?

（海量营销管理培训资料下载）S>e:beleBusiness€0000Ine.Mri«hteraaawmLTASSTD-OTE.OTOA11MQa7.oeoiOO.pptPage2.10#5一CompellingEventCompellingEventProblemsConsequencesOpportunitiesPayback■Whydoesthecustomerhavetoact?■Whatisthedeadlineforthecustomertomakeadecision?■Whataretheconsequencesifthisprojectisdelayed?・Whatisthepaybackforthecustomeriftheprojectiscompletedontime?■Whatwillbethemeasurableimpactonthecustomer’sbusiness?＜海量营销管理培训资料下载）S>e:beleBusinessceoooSyatama.Ine.Mrwm<LTASSTD-OTE.OTOA1.1MSa7.inoiOO.pptPage2.11CanWeCompete?#6FormalDecisionCriteria■Whatarethecustomer'sdecisioncriteria?■Whatistheformaldecisionprocess?•Whichdecisioncriteriaaremostimportant?Why?・Whoformulatedthedecisioncriteria?#7SolutionFit・Howwelldoesoursolutionsolvethecustomer^problem?・Whatdoesthecustomerthink?・Whatmodificationsorenhancementswillberequired?■Whatexternalresourcesdoweneedtomeetthecustomer’srequirements?#8SalesResourceRequirements■Howmuchtimewillthesalesteamneedtoinvestonthisopportunity?•Whatadditionalinternalorexternalresourceswillyouneedtowinthisopportunity?■Whatistheprojectedcostofsales?■Whatistheopportunitycost?的CurrentRelationship■Whatisthestatusofyourrelationshipwiththecustomer?・Whatisthestatusofeachcompetitor^relationshipwiththecustomer?■Whoserelationshipprovidescompetitiveadvantageforthisopportunity?■Howdoyouandeachofyourcompetitorscomparetothecustomer’sviewoftheidealrelationship?

（海量营销管理培训资料下载）S>e:beleBusiness€0000Ine.Mri«hteraaawmLTASSTD-OTE.OTOA11MQa7.oeoiOO.pptPage2.12#10-UniqueBusinessValueValue■Whatisthespecificormeasurablebusinessresultthatwewilldeliver?・Howdoesthecustomerdefinevalue?Howwilltheymeasureit?・Howhavewequantifiedthisvalueinthecustomer'sterms?■Hasthecustomerconfirmedtheirunderstandingofthevaluewewilldeliver?■Howdoesthisvaluedifferentiateusfromourcompetitors?

（海量营销管理培训资料下载）S>e:beleBusinessceoooSyatama.Ine.Mrwm<LTASSTD-OTE.OTOA1.1MSa7.inoiOO.pptPage2.13Value=Benefits-Costs/Risks/ConsequencesIncreaseCosts/Consequences•Revenue■Marketshare■Customersatisfaction■Inventoryturns•Loadfactor■Shareholdervalue■CustomerbaseDecrease•Orderfulfillmenttime•Expenses•Rejects/returns•Waste■Administrativecosts•Numberofdayssupply(ofinventory)•Timetocloseanorder■CycletimeAcquisitionCosts•Evaluationprocess•Purchaseprice■Orderprocessing•Expeditingcosts•CorrectingmistakesPossessionCosts•Set-upandinstallation■Taxesandinsurance•Administrativecosts•FinancechargesUsageCosts■Training•Support・Maintenance•Depreciation•Disposal•InterfacetoothersystemsOpportunityCosts(Risks&Consequences、•Affectexistingbusinesses•Awakentheircompetition•Modificationstoexistingprocesses

（海量营销管理培训资料下载）S>e:beleBusinessceoooSyatama.Ine.Mrwm<LTASSTD-OTE.OTOA1.1MSa7.inoiOO.pptPage3J5ValuePropositionTemplatesYouwillbeableto_________________resultingin_________________________bybusinessinitiativespecificormeasurableoutcomeimplementingour______________________.Wedeliveredsimilarresultsatsolution_______________________whichresultedin_____________________.similarsituationorcustomerpastvaluedeliveredBychangingfrom_________________to___________________，youwillcurrentsituationoursolutionaffect____________whichmeans_________________________.Wewilltrackthebusinessdriverspecificormeasurableoutcomevaluedeliveredby_________________andreportitbacktoyou__________.valuetrackingsystemfrequency/timeWecanhelpyouaddress_________________________________byinstallingcompellingevent_____________________whichwillresultin___solutionwillensureyourreturnoninvestmentby_

（海量营销管理培训资料下载）.Wespecificormeasurableoutcomesharedrisk/rewardstrategySIEBELeBusinessceoooSyatama.Ine.Mrwm<LTASSTD-OTE.OTOA1.1MSa7.inoiOO.pptPage1.16SampleValuePropositions■Youwillbeabletoreducethenumberofrepeatcustomerservicecallsby(businessinitiative)15%resultinginanestimatedmonthlysavingsof$3.4Mbyimplementing(measurableoutcome)ourSiebelCallCenterApplication.WedeliveredsimilarresultsatUnited(solution)(similarcustomer)Telecom,whichachieveda25%improvementinfirstcontactcall(measurableresults)resolution.・BychangingfromapatchworkofhomegrownsolutionstoSiebeHs(currentsituation)(solution)eBusinesssuite,youwillreduceyourtotalcostofownershipby$100M}(measurableoutcome)whichrepresentsa40%increaseinEarningsPerShare.Wewill(measurableoutcome)establishametricsscorecardtoassistyouinevaluatingprogram(valuetrackingsystem)performanceandreportitbacktoyouatsixmonthintervals.(frequency/time)

（海量营销管理培训资料下载）S>e:beleBusinessceoooSyatama.Ine.Mrwm<LTASSTD-OTE.OTOA1.1MSa7.inoiOO.pptP8g«e.1L32CanWeWin?#11InsideSupport■Whointhecustomer'sorganizationwantsustowin?■Whathavetheydonetoindicatetheirsupport?・Aretheywillingandabletoactonyourbehalf?■Dotheyhavecredibilitywithintheirownorganization?#12ExecutiveCredibility■Whichexecutlve(s)willaffectorbeaffectedbythisdecision?•Howhaveyouestablishedtrustandcredibilitywiththem?■Howwillyougainaccesstothoseexecutives?■Whatisyourplantogainreturnaccesstothem?#13CulturalCompatibility■Whatisthecustomer'sculture?■Howdoesthiscomparewithourcompany?■Whatisthecustomer'sphilosophytowardsvendorsandsuppliers?■Canweadjustoradapt?Dowewantto?#14InformalDecisionCriteria■Howwillthedecisionreallybemade?■Whatintangible,subjectivefactorscouldaffectthisdecision?■Whataretheunstatedissues?■Whoseprivateopinionsdoweknow?Whichonescount?#15PoliticalAlignment■Whoarethemostpowerfulpeopleinvolvedinthisdecision?■Dotheywantustowin?Why?・Aretheyabletoinfluenceorchangethedecisioncriteria?■Cantheycreateasenseofurgency?Howhavetheydemonstratedthisinthepast?

（海量营销管理培训资料下载）S>e:beleBusiness€0000Ine.Mri«hteraaawmLTASSTD-OTE.OTOA11MQa7.oeoiOO.pptPage2.S8IsItWorthWinning?#16Short-TermRevenue•Whatistheorderamount?■Doesitexceedourthreshold?>$■Whenwillitclose?・Isitwithinourtimeframe?<days#17FutureRevenue・Whatisthepotentialforfuturebusinesswithinthenextyear?Withinthenextthreeyears?・DoesItexceedourthresholds?■Howisthisprojectorapplicationlinkedtofuturerevenue?■Howwillyouensurecustomerpromisesbecomecommitments?#18Profitability■Whatistheprojectedprofitonthissalesopportunity?■Doesitexceedourprofitthreshold?・Whatimpactwilldiscountshaveonprofitability?■Howcanweimprovetheprofitabilityonthisopportunity?#19DegreeofRisk■Howcouldwecauseoursolutiontofail?・Whatarethecriticaldependenciesindeliveringvaluetothecustomer?■Howcouldthecustomercauseoursolutiontofail?■Whatistheimpactonourbusinessifthesolutionfails?#20StrategicValue■Whatisthevalueofthisopportunitytousbeyondtherevenue?■Howdoesthisopportunityfitinourbusinessplan?■Howcanweleveragethisopportunityintorevenuefromothercompaniesormarkets?■Howwillthisopportunityhelpusimproveourproductorservice?

（海量营销管理培训资料下载）S>e:beleBusiness€0000Ine.Mri«hteraaawmLTASSTD-OTE.OTOA11MQa7.oeoiOO.pptPage2.99IndividualExercise:CurrentOpportunityStep1Step2Step3UseyourcurrentsalesopportunityandcompletetheMtin**MiQvpevMmv?（海量营销管理培训资料下•软了——OpportunityAMetsmentFINISHBY:Rateyourpositionagainsteachcriterion:(+)ifitisaccurate,knownandfavorable(-)ifitisunfavorable(?)ifitisunknownIntheshadedcolumn,rateyourcompetitor’spositionOpportunityAssessmentonpage2.11Identifyyourprimarycompetitor7/12/XXOURCO.COMPETITORS—+++——?€0000Ine.MraaawmLTASSTD-OTE.OTOA11MQa7.oeoiOO.pptP闹逆1LMBusinessPartnersBusinessPartnerscanhelpyouadvanceyoursalescampaignby...

（海量营销管理培训资料下载）S>e:beleBusiness€0000Ine.MraaawmLTASSTD-OTE.OTOA11MQa7.oeoiOO.pptP闹咨划3ThePartner’sRoleinYourValueChainPostSolutions•Whatsolutionsareavailablefromyourbusinesspartnerthatcouldenhanceyourabilitytocompete?・Whatcompetitorsdoesthispartnerworkwith?Marketing•Whatmarketshareobjectivesdoesyourpartnerhaveforthismarketorindustrysegment?■Whatspecificresourceshavetheydedicatedtothismarketsegment?Sales■Howeffectiveisthebusinesspartner’ssalespersonorsalesteamassociatedwithyourjointbusiness?■Hasthepartnerassignedtheappropriateresources?•Isthereanagreed-toengagementprocess?Implementation■Howareyourpartner'simplementationservicesstructured?■Whatspecificimplementationservicescanbeappliedtoyourjointbusiness?Post-Sales■Whatservicesareavailabletosupporttheimplementationonalong-termbasis?■Howdoyourcompany'sofferingscomplementthoseofyourbusinesspartners?

（海量营销管理培训资料下载）S>e:beleBusiness€0000Ine.Mri«hteraaawmLTASSTD-OTE.OTOA11MQa7.oeoiOO.pptPartnerAssessmentWorksheetHowcanyourbusinesspartnerhelpyouwith...ExamplesYourOpportunityIsthereanopportunity?(#1-5)■Understandingthecustomer'sapplicationorproject■Providingaperspectiveonthecustomer’sfinancialcondition■Understandingthecustomer'sbudgetingprocess■CreatingoruncoveringacompellingeventCanwecompete?(#6-10)・Knowledgeofthecustomer'sformaldecisioncriteria■Providingsolutionsthatleadtowholeproductsorcompletesolutions■Uniquesalesresources•Existingrelationshipswithkeyplayers■UniquebusinessvaluebeyondyoursCanwewin?(#11-15)・Accessandcredibilityattheexecutivelevel・Understandingofthecustomer'sculture■Knowledgeofthecustomer'sinformaldecisionprocess■Accesstothemostinfluentialpeopleinthecustomer’sorganizationIsitworthwinning?(#16-20)■Understandingthelinkageoftheprojecttofuturerevenue■Reducingtherisksassociatedwiththeproject'simplementation■Developingasolutionthatprovidessignificantstrategicvalue

（海量营销管理培训资料下载）S>e:beleBusinessceoooSyatama.Ine.Mri«hterwm<LTASSTD-OTE.OTOA1.1MSa7.inoiOO.pptPHggel£25TeamActivity:AnalyzeYourBusinessPartnersPurposeStep1Step2Step3IntegratebusinesspartnersintotheOpportunityAssessmentprocess.Usetheworksheetonthepreviouspage.■Reviewtheexamplesshownnexttoeachofthefourkeyquestions■Identifythespecificareaswhereyourbusinesspartnercanhelpadvanceyourteamopportunity■Citethespecificcriteria(e.g.,#5,#10,etc.)Bepreparedtodiscuss

（海量营销管理培训资料下NIEBELeBusiness€0000Ine.MraaawmLTASSTD-OTE.OTOA11MQa7.oeoiOO.pptP物StrategyPurpose■ProvideyouwithaframeworkfordevelopingawinningstrategyBenefits■Alignyoursalesobjectiveswiththecustomer'sbusinessobjectivessoyoucancommunicateyouruniquebusinessvalue■SelectacompetitivesalesstrategythatenablesyoutoclosethesalesopportunityOutput■Analysisofyourpositionforthisopportunity・Competitivestrategytowinyoursales

（海量营销管理培ifil的珀SIEBELeBusiness€0000Ine.Mraa・vmLTASSTD-OTE.OTOA11MSa7.tnoiOO.pptPage3.27TASPlanningMethodologyWWW.-BPloalWherearewegoing?•Long-range•Visionary•DefinesourrelationshipObjectiveWhatmustweaccomplish?■Specific(products/services)(#7)•Measurable(orderamount)(#4)•Time-bound(closedate)(#5)口trategyHowwillweachievetheobjective?■Describesthegeneralapproach■TheroutetotheobjectiveQctionsWhatspecificactionswillweimplement*•Connectedtothestrategy•Individual,style-dependent•Flexible,dynamicQesourcesWhatresourcesarerequired?•Tiedtotheactions•Identifiesthespecificpeople,programsandmoneyrequiredHjestWhatspecificactionswillweimplement?Doesourplancreatevalueforthecustomer?•Ensuresthatyourplanisrealistic・Shouldsupportyourcustomer’sbusinessplanceoooSyatama.Ine.Mri«hterwm<LTASSTD-OTE.OTOA1.1MSa7.inoiOO.pptPage2.28ExampleCustomerSalesTeamGoalBecometheindustryleaderincustomerservice篡BecomeNationalManufacturing'strustedadviserontheapplicationoftechnologytocustomerservice篡Objective■Improveinitialcallresponsetoaverageoflessthan2minutes■Improveproblemresolutiontolessthan4hours•Decreasecustomerdefectionrateto1.5%・Achieveapaybackwithin18monthsonourinvestmentof$5Minnewtechnology畫Securea$3Mcommitmentforacustomerservicesolutionthatincludes:■X-100System($500K)■Customsoftware($1.2M)■Projectmanagementservices($1.3M)nolaterthanMarch31畫Strategy暴InstallanintegratedcustomermanagementsystemthatfunctionsthesamethroughouttheworldbyOctober15暴Shiftthedecisioncriteriafromproducttechnologytoapplicationexpertiseandworldwidesupport

（海量营销管理培训资料下载）SIEBELeBusiness€0000Ine.Mri«hteraaawmLTASSTD-OTE.OTOA11MQa7.oeoiOO.pptPage3.29OriginofStrategyTheArtofWar-SunTzuKnowyourself,knowyourenemy,andyouneednotfearonehundredbattles.Knowonlyyourselfandnotyourenemy,andforeveryvictorygainedyoushallsustaindefeat.Knowneitheryourselfnoryourenemy,andyoushallsuccumbineverybattle.Yourstrengthwilleventuallybecomeyourweakness.Thekeytovictoryisnotindefeatingtheenemy,butindefeatingtheenemy’sstrategy;thereinliestheirvulnerability.

（海量营销管理培训资料下载）S>e:beleBusiness€0000Ine.MraaawmLTASSTD-OTE.OTOA11MQa7.oeoiOO.pptPage3.90CompetitiveStrategies1Attack■YouhaveUBVFrontal■CompellingEveexists/oryoucancreateoneANDPosition■NoCompellingEventOB■NoUBV＜海量营销管理培训资料下载）CSOOOSyatama.Ine.MrwvmLTASSTD_OTE.OTOA1.1MSa7.OKriOO.pptPage3.B1FrontalStrategyDefinitionAfrontalstrategyisadirectapproachbasedonthecustomer'sperceptionofyouroverwhelmingsuperiorityinsolution,priceorreputation.Guidelines/Caveats•3:1advantage■Requiressize,speedorsurprise■Resourceintensive（林8）■Blatant/obvious■MostoftenusedandeasilydefeatedstrategyVariationsSolutionReputation■Features/price/performance■Proprietarytechnology■Wholeproduct・Relationship/Experience■Prestige■Comfort/Security

（海量营销管理培训资料下载）S>e:beleBusiness€0000Ine.MraaawmLTASSTD-OTE.OTOA11MQa7.oeoiOO.pptPage3.32FlankingStrategyDefinitionAflankingstrategyshiftsthefocusofthecustomer'sbuyingcriteriatonewordifferentissuesthatfavoryoursolution.Guidelines/Caveats・Don7playbytheirrules■Musthaveexecutivesupport■Makeyourmovelast■Don'topenthe“playingfield”VariationsAcknowledgeandExpand(拆and#14)■A+A+1•Expandthescopeofthedecision■AddnewcriteriaAltertheRules・A-»B■Changeorre-prioritizethecriteria.■MovetheaoalDost塵\Bp

(#6and井14)

（海量营销管理培训资料下载）SIEBELeBusiness€0000Ine.MraaawmLTASSTD-OTE.0T0A11MQa7.oeoiOO.pptPage3.83FragmentStrategyDefinitionAfragmentstrategydividestheopportunityintosmallerpiecesandfocusesthecustomeronasubsetoftheissuesthatyoucanaddress.Guidelines/Caveats■MusthaveUBVonlyyoucandeliver(#10)■Requiresinsidesupport(#11)■Pickthecorrectbaseforthefuture(#17)■Monitorthecostofsales(#18)VariationsNichePeacefulCoexistence•Department/Location/Function■Footinthedoor・Beachhead■Compatibilitywithcurrentenvironment■Extendcapacity■Enhancecustomer'sinvestment(1+1=3)

（海量营销管理培训资料下载）S>e:beleBusiness€0000Ine.MraaawmLTASSTD-OTE.OTOA11MQa7.oeoiOO.pptPage3.94DefendStrategyDefinitionAdefendstrategyprotectsyourpositionfromtheinevitableassaultfromyourcompetitors.Guidelines/Caveats■Expandyourrelationshipstoahigherlevel(#12)-Supportyourallies(#11)・Articulateyourcredibility(#12)andbusinessvalue(井

10)・Bewareofself-isolation・Keep

厂eyeo/?yourcompetitorsVariationsInsulateIsolate■Improveyourrelationships(約)■Supportyourallies(#11)■Extendyourpresence■Containthecompetition■Createtangents/diversions■Dilutethecompetitor'sefforts

（海量营销管理培训资料下载）S>e:beleBusiness€0000Ine.MraaawmLTASSTD-OTE.OTOA11MQa7.oeoiOO.pptPage3.36DevelopStrategyDefinitionAdevelopstrategyestablishesapositionforapossiblefutureengagement.Guidelines/Caveats■Nocompellingevent(#5)fORNotinapositiontocompete・Establishpresenceforthefuture■Continuetocollectprofiledata(1-20)■Focusonexecutivecredibility(井

12)■QualifyyourROI(#18)VariationsInvestDelay•Nocompellingevent(ft5)■Establishapresence,listenandwait■Investmentmarketing•Notinapositiontocompete(#7)■Attractivefuturealternative(#10)■Requiresinsidesupport(#11)

（海量营销管理培训资料下载）S>e:beleBusiness€0000Ine.MraaawmLTASSTD-OTE.OTOA11MQa7.oeoiOO.pptPage3.3霧StrategyGuidelines■Youshouldhaveasinglestrategyforasingleopportunity.OpportunityStrategy■Iftherearemultipleopportunitieswithinthesameaccount,youcanhavemultiplestrategies.FrontalFlankingDevelopOpportunityAOpportunityBOpportunityC众众众StrategyStrategyStrategyPage3.3ZceoooStaMSyatama.Ine.MrwvmLTASSTD-OTE.OTOA1.1MSa7.inoiOO.ppt精巍躺t關_輯中紡mation.■Onceyouhaveinitiatedyourstrategy,itshouldremainfixed,unlesshttp://wU.feMSummaryStart

（海量营销管理培训资料下载）FrontalDoyouhavea3:1advantage?___FragmentDefendDevelopIstherefuturerevenue(#17)orstrategicvalue(#20)?Isthereacompellingevent(#5)orcanyoucreateone?・Insulate・Isolate■Solution■Reputation■Invest•DelayCanyoufindaprofitablesubsetoftheopportunitythatyoucanwin?Niche・CoexistenceCanyoucompete?DoyouhaveapositionIntheaccountthatyoumust_________protect?_________Canyouchangeorexpandthebuyingcriteria?Canyouchangeorexpandthebuyingcriteria?ceoooSyatama.Ine.Mrwm<LTASSTD-OTE.OTOA1.1MSa7.inoiOO.pptPage3.38Politics23567TurnIdeasIntoActionsAssesstheOpportunityIdentifytheKeyPlayersImplementtheProcessTestandImprovethePlanDefinetheRelationshipStrategySettheCompetitiveStrategyPurpose・Provideyouwithaframeworkforanalyzingthecustomer'sorganizationBenefits■Shortenyoursalescyclebyspendingtimewiththerightpeoplediscussingtherightissues・Understandthecustomer’spoliticssothatyouavoidsurprisesinthesalescampaign・Broadenyourviewofthecustomer'sorganizationsothatyoucanexpandyourpresenceOutput■Organizationmapofthecustomer'sformalandinformalorganization

（海量营销管理培训资料下载）S>e:beleBusiness€0000Ine.MraaawmLTASSTD-OTE.OTOA11MQa7.oeoiOO.pptPage4.39IntroductionOrganizationalStructurePoliticalStructure・formal■informal■dejure/exofficio・defacto■apparent■subtle・necessary■realityPrinciples■Youcandenythelegitimacyofpolitics,butyoucannotdenyitsexistence.■Nooneissayingthatyouhavetoplaythegame,butagameisbeingplayedwhetheryoulikeitornot

（海量营销管理培训资料下载）SIEBELeBusiness€0000Ine.Mri«hteraaawmLTASSTD-OTE.OTOA11MQa7.oeoiOO.pptPage4.40MappingtheOrganization■BuyingRole

（海量营销管理培训资料下载）S>e:beleBusiness€0000Ine.Mri«hteraaawmLTASSTD-OTE.OTOA11MQa7.oeoiOO.pptPage4.41FormalRolesintheBuyingProcessUser回EvaluatorDecision-Maker®0Sponsor0（海量营销管理培训资料下载）ApproverS>e:beleBusiness€0000Ine.Mri«hteraaawmLTASSTD-OTE.OTOA11MQa7.oeoiOO.pptPage4.42MappingBuyingRoles0ApproverDecision-MakerEvaluator|U|UserDirectorofSalesandMarketingSeniorVPDirectorofEngineeringDSalesManagerProductMarketingManagerER&DManagerMfg.ManagerU

（海量营销管理培训资料下载）DirectorofInformationServicesSystemsOperationsManagerManagerESIEBELeBusiness€0000Ine.MraaawmLTASSTD-OTE.OTOA11MQa7.oeoiOO.pptPage4.43AdaptabilitytoChange*InnovatorsVisionariesPragmatistsConservativesLaggards•OriginatedevelopedbyEverettRogers,Universityo<IowaandrecentlyupdatedbyGeoffreyMoore.InsidetiieTornadoTheTechnologyAdoptionLifeCycle"mcxJeihusedwithMrMoore'spermission

（海量营销管理培训资料下载）S>e:beleBusinessceoooSyatama.Ine.Mri«hterwm<LTASSTD-OTE.OTOA1.1MSa7.inoiOO.pptPage4.44AdaptabilitytoChangeWhatTheyWantWhatTheyBuyWhatYouShouldSellInnovatorsStateoftheartTrialsTestsProductexcellenceInnovationVisionariesRevolutionRecognitionCustomizedsolutionFutureCompetitiveadvantagePragmatistsEvolutionSolveproblemsTotalsolutionsProvenexpertiseinsolvingsimilarproblemsConservativesNottobeleftbehindIndustrystandardsatlowpricewithnoriskReturnoninvestmentGuaranteesLaggardsStatusquoEnhancementorextensionofexistingsystemsInvestmentprotection

（海量营销管理培训资料下载）S>e:beleBusiness€0000Ine.Mri«hteraaawmLTASSTD-OTE.OTOA11MQa7.oeoiOO.pptPage4.45MappingAdaptabilitytoChangeInnovatorVisionaryPragmatistConservativeLaggardDirectorofEngineeringDCR&DManagerMfg,ManagerivuvUCSalesManagerProductMarketingManagerE1

（海量营销管理培训资料下载）SystemsManagerOperationsVlanagerELS>e:bel.eBusinessDirectorofInformationServicesDirectorofSalesandMarketingVRHH回□€0000Ine.MraaawmLTASSTD-OTE.OTOA11MQa7.oeoiOO.pptPage4.46CoverageNoContactBriefContactMultipleContactsIn-Depth

（海量营销管理培训资料下载）S>e:beleBusinessceoooSyatama.Ine.Mri«hterwm<LTASSTD-OTE.OTOA1.1MSa7.inoiOO.pptPage4.47MappingCoverage□NoContact0BriefContact3MultipleContacts■In-DepthSeniorVPAPDirectorofEngineeringDC7R&DManagerMfg,Manager!vIIEUcraSalesManagerProductMarketingManagerE1II

（海量营销管理培训资料下载）DirectorofSalesandMarketingV