VBS-PICC多媒体教学课件

Nicetomeetyou!!VBS--PICCSelf-introduction自我介绍BaquanqiGraduatedfromshanxicollegein2007Major:AnimalNutritionOversixmouthswithCargillWorkexperience:QA/TechnicalserviceVST/Marketing/SalesBusinessoperationVBS--PICCVBS(价值销售)VBS--PICC有关市场三个问题的讨论：你认为当前的市场环境具有哪些特点？这些市场特点对我们的销售带来了哪些挑战？Howtodo?我们该如何应对？VBS--PICCToday’ssellingenvironment

(当今的销售环境)Marketplacesarecrowdedandnoisy(市场非常拥挤及嘈杂-----竞争非常激烈)Buyershavemanycompetentoptions(购买者有很大的选择空间)Buyershavegreatpower(购买者有很大权力)Buyersaretense(购买者变得很敏感)Productdifferentiationislargelyathingofthepast(产品本身的差异性在很大的程度上已成为过去的事情)Buyersaremorepronetoviewcompetingproductsas“essentiallythesame”(购买者都倾向于认为各个“竞争产品在本质上都是一样的”)Theburdenofprovingproductsuperioritylieswiththesalesprofessional(证明产品优越性的重担得依赖于专业化的销售队伍)VBS--PICCToday’ssellingenvironment

(当今的销售环境)Competitionisnolongerformarkets,butforindividualcustomers(竞争不在是针对整个市场,而是针对个体的客户)Massmarketingisitstwilight(规模化营销的影响作用越来越小)Personalcredibilityisthechiefdeterminantofsalessuccess(个人信任度是取得销售成功的主要决定因素)Substanceandtrustisthecornerstones(销售人员的素质和客户的信任是基础)Performanceisthebasisforcontinuingsales(产品的性能是持续销售的基础)VBS--PICCThebottomline(基本的共识)Thesalesfunctionhasalwaysbeenvitaltobusinesssuccess(企业的成功,销售所起的作用总是至关重要!)Traditionalsourceofcompetitiveadvantagehaveloststeam(保持竞争优势的传统资源已经消失)Salesprofessionalsarerapidlybecomingthecriticalsourceofcompetitiveadvantage(专业化销售正在迅速成为非常重要的具有竞争优势的资源)VBS--PICCSelling?销售？...istheactionofadvocatingthemutuallysatisfactoryrelationshipbetweenacustomerandasupplier是在客户与供应商之间倡导双赢关系的行动Salespeople?销售人员？…areADVOCATESforestablishingandmaintainingrelationshipswithourcustomers是与客户建立并维系双赢关系的倡导者Professional?职业化/专业化？Havingorshowinggreatskill;Expert;HavingWin-Winmind;Engagingspirit&Ownership.拥有并显示出卓越的技能；专家型；具有双赢思维；乐业精神&主人翁意识ThreeQuestions(三个问题)Helptounderstand“salesprofessional”betterVBS--PICCHowtobesalesprofessionals?

那么,如何成为专业化的销售人员?LearntoapplyVBS!!!学会运用VBS!!!VBS--PICChelpyoutobetterunderstandtheconceptofvalue

帮助你更好地理解“价值”概念giveyounewwaystothinkaboutyourroleincreatingvalue为你提供新的方法思考你在价值创造过程中的作用exposethesecretofthebestsalespeople-howtheycreate

valuefortheircustomers揭露优秀销售人员的秘密——他们是如何为客户创造价值的ValueBasedSellingwill:

价值销售将给你带来……VBS--PICCLearningModel学习模式Evaluation

评估Synthesis综合Analysis

分析Application应用Comprehension

理解Knowledge知识Everyoneshouldbeatleastattheapplicationlevelofthelearningmodel.VBS--PICCVBSValueBasedSelling

(建立在价值基础之上的销售)VBS--PICCVBS

camefrom…

(VBS来自…)BDI(BusinessDynamics,Inc.)14yearsofsalesresearchandconsulting(十四年的销售研究和总结)Widespectrumofindustriesandsellingenvironment(来自对很多行业和销售环境的研究)Exposuretohundredsofhighperformersanddozensofbluechipsellingforces.(是对很多高绩效销售队伍业绩的调查结果)VBS--PICCStepsforVBS(VBS步骤:)UnderstandingCustomerValue(理解认知客户的价值)——“知彼解已”过程CreatingCustomerValue(创造客户价值)——“准备解决方案”过程CommunicatingCustomerValue(沟通客户价值)——“是否认可”VBS--PICCUnderstandingCustomerValue(理解认知客户的价值)WhatCustomersReallyBuy?客户真正购买的是什么?CharacteristicsofCustomerValue客户价值的特征FacetsofCustomerValue客户价值的层面FormsofCustomerValue客户价值的形式VBS--PICC`VBS--PICCWhatdocustomersreallybuy?

(客户真正购买的是什么？)Productattributes(产品的特性)？Serviceperformance(服务)？Price(价格)？Somethingelse(其他)？

Mostcustomers,mostofthetime,donotbuyontheabovebasis.(大部分客户在大多数的情况下，并不是基于上述因素购买的)VBS--PICCWhatcustomersreallybuyis…

(客户真正购买的是……)Theybuysuperiorvalue.Theybuythesolutionwhichoptimizestheirprogresstowardscherishedgoals.(他们购买出众的价值；他们购买的是最能有助于达到他们理想目标的解决方案)Donotblameprice!!!(不要再抱怨价格!!!)“Welostthebusinessbecauseofprice.”isabiglieinsales.

“我们由于价格原因失去生意”在销售中是一个弥天大谎!Thisverycommonexplanationofcompetitiveperformanceisadeadlycancerinabusinessorganization.VBS--PICCCharacteristicsofCustomerValue(客户价值的特点)Valueiscustomer-defined(价值是客户定义的)——不管你自已认为产品有多好，如果客户认为没有价值，就不存在价值！Valuemustberecognized(价值需得到客户认可)——价值在被创造后传递给客户，如不被客户认可，就不存在价值！Valueisrelative(价值是相对的)——价值要与竞争对手做比较；不只是提供价值给客户，而且要使提供的价值被市场认为是一流的！VBS--PICCFacetsofCustomerValue

(客户价值的层面)

客户价值的层面是客户对价值体验的方式，主要体现在三个方面：FinancialValue(利润价值)—whichcustomersexperienceintermsofcostsavingsand/orincreasedsales.TimeValue(时间价值)—whichcustomersexperienceastimesavingsand/ortimesynchronization.PsychologicalValue(心理价值)—whichcustomersexperienceasstressreductionand/oresteemenhancement“CustomerValue”isafinancial,time,and/orpsychologicalcontributionthatthecustomerrecognizesandcreditsthesupplierfordelivery.(客户的价值是客户认可并相信厂商能够提供的对利润上的,时间上的或是心理上的贡献.)VBS--PICCFormsofCustomerValue

(客户价值的形式)Valueisdeliveredtocustomersinthreeprimaryformsbyabusinessorganization,throughits:(企业通过以下三种主要形式把价值提供给客户:)ProductQuality.(产品品质—先进性/多功能/精确性/方便性)ServiceQuality.(服务质量—培训/服务/咨询/顾问式销售)TotalCost(总成本)三者形成企业的价值包；价值包在总体上对客户吸引力很大程度上决定了企业在市场竞争中能否成功！——综合价值的优劣！

VBS--PICCUnderstandingValue理解价值ProductQuality

-Reliability-Functionality-DifferentiatedServiceQuality

-PresaleConsultation-BasicSupply-ProductSupportTotalCost

-DirectCosts-IndirectCosts-PaymentTermsSupplier我们

Completelyunderstandcustomerrequirements,Customer客户Financial-Decreasecost-IncreaserevenueTime(convenience)-Decreasetime-IncreasetimesyncPsychological-Decreasestress-IncreaseEsteemCompletelyunderstandyourcapabilities.VBS--PICCCreatingCustomerValue

(创造客户的价值)TheStepsinCustomerValueCreation创造客户价值的步骤AchievingAlignment完成对解决方案校正或调整AchievingValueLeadership获取价值创造的领导力VBS--PICCTheStepsinCustomerValueCreation客户价值创造的步骤Customervaluecreationispartanalysisandpartart.

客户价值创造是参与分析、参与策划的过程Itinvolvesinformationgathering;documentingcustomerrequirements,needsandpriorities;solutiondesign;comparativeanalysis;andmarshallinginternal(andperhapsexternal)resources.

它包含信息收集；确认客户需求；设计解决方案；比较分析；整理内部资源（或是外部资源）Inotherwords,customervaluecreationisverysimilartoconsulting.Weprefertocallitcustomervaluemanagement.

换言之，客户价值创造与企划(咨询)非常相似。我们更喜欢称它为客户价值管理VBS--PICCTheStepsinCustomerValueCreation客户价值创造的步骤IdentifyCustomer’sValueRequirements识别客户的价值需求STEP1DevelopPreliminarySolutionIdea产生初步的解决方案STEP2AlignSolutionIdeatoCustomer’sValueRequirements将价值的解决方法和客户需求相匹配(校正)STEP3DetermineYourSolution’sRVP决定解决方案的RVPSTEP4DecidetoFightorFlee决定出击或者放弃STEP5ChooseYourDifferentiationStrategy选择独特的策略STEP6VBS--PICCCreatingValue创造价值Customer客户Financial-Decreasecost-IncreaserevenueTime(convenience)-Decreasetime-IncreasetimesyncPsychological-Decreasestress-IncreaseEsteemProductQuality

-Reliability-Functionality-DifferentiatedServiceQuality

-PresaleConsultation-BasicSupply-ProductSupportTotalCost

-DirectCosts-IndirectCosts-PaymentTermsSupplier我们AlignmentSolution!VBS--PICCAchievingValueLeadership

获取价值创造的领导力Achievingalignmentisapositiveandnecessaryaccomplishment,butoftenisnotenoughtowinthebusinessinacompetitivesalessituation.

完成解决方案与客户需求的匹配是积极的、必要的工作，但通常这样还不足以能在竞争的销售中取得胜利Thesecondobjectiveofcustomervaluecreationisachievingclear(value)superiorityoveryourcompetitors.Wecallthisvalueleadership.

客户价值创造的第二个目标是(方案)产生的价值与竞争对手相比具有明显的优势。我们称之为价值领导力!VBS--PICCCommunicatingCustomerValue(沟通客户价值)VBS--PICCCommunicatingCustomerValue(沟通客户价值)Collectingcreditfromcustomer(从客户那里得到信任—获得承诺)Communicateinwritten–VBSproposal(用书面的方式沟通－VBS)VBS--PICCCommunicatingCustomerValueThroughProposals

通过(价值)计划书来沟通客户价值Valueproposalsare:价值(方案)建议：

quicktothepoint快速的切入重点customer-centered以客户为中心crisplyorganized结构清晰specificaboutbenefits具体论述客户利益purposefulinclosing.结尾要带有目的性VBS--PICCVBSProposalVBS(价值计划书)Writtencommunication:aProposal(书面的交流：一份计划书)HowtowriteVBSproposal(怎样写价值计划书)Theopening(开头)Thebody(主体)Theclosing(结尾)VBS--PICCValueProposalFormat-

TheOpening价值方案-开始ThepurposeoftheOpeningsectionistograbthereader’sattention,makingitclearthatthisisnoordinaryproposal.价值计划书的开端部分的目的是吸引读者的注意力，让他觉得是一个不一般的解决方案TheOpeningexplicitlydefinesthemaincontributionthesupplierintendstomaketothecustomer,includingthetimetableinwhichthecontributionwillbedelivered.Thisisthesupplier’spromise.是对客户的承诺：明确提供给客户的主要价值，包括明确给客户提供价值的时间范围TheOpeningalsoprovidesassurancethatthesupplierhasboththecapabilityandthemotivationtomakegoodonitspromise.同时确保自己有为客户提供价值的能力和动机VBS--PICCValueProposalFormat-

TheBody价值方案内容-主体TheBodyoftheproposaldescribesthesolutionandthemechanicsbywhichthesupplier’ssolutionwillbecarriedout.ThepurposeoftheBodysectionistoestablishthetechnicalcredibilityofthesupplier.Asuccinct,luciddescriptionofprocessincreasesthecustomer’sconfidencethatthesuppliercandeliveronitspromise.Thissectionshouldalsoprovidepricing.

价值方案的内容描述解决方案和操作流程。主体部分的目的是建立供应商在技术方面的可信性，简单、明晰的介绍可以增加客户对供应