大客户营销谋略PPT

1、大客户销售谋略,2003.10-11-10-12,Objective of Workshop,Understand Characteristics of Major Account Selling Strategies in Whole Lifecycle, thus to Shorten bid-to-win ratio Shorten selling cycles Minimize discounts and negotiated concessions Establish clear, unique business value with the customers Reduce selling costs through more effective sales strategies Increase sales per employee - Develop expected relationship with the customers. Eg. Strategic Partnership etc.,Agenda,Day 1 How the Customer Make Dec

2、isions SPIN Question Strategy Account Entry Strategy Understand Your Customer & Their Business How to Make Your Customers Need You Day 2 Influence the customers choice Differentiation & Vulnerability Overcoming Final Fears Sales Negotiation How to Ensure Continued Success,客户是如何做决策的,How Customer Make Decisions,The Research Base The Customer Decision Process Account Strategy in the Recognition of Needs Phase Account Strategy in the Evaluation of Options Phase Account Strategy in the Resolution of

3、Concerns Phase Account Strategy in the Implementation Phase Summary,Overview of Major Account Sales Strategy,Sales Strategy should be about customers and how to influence them. Understanding and Well Prepared are mandatory to form a effective sales strategy Customer Behavior goes through three distinct phases in making a major purchasing decisions Recognition of Needs Evaluation of Options Resolution of Concerns A fourth phase, follow-up in implementation phases, if it is well handled, can gener

4、ate significant additional sales opportunities. Each of four phases required a different set of strategies and skills.,What is Sales Strategy & What is Major Account,Sales Strategy A way of thinking and directing your actions to effectively influence customer purchasing decisions. Focus on Understanding Customer Behavior Not Procedure or technique Major Accounts 20/80 rules New Customers Potential Customers,Exercise: A Typical ERP Deal Lifecycles,What is typical ERP Deal Selling Cycles Customer

5、Decision Process Who is Major Account of ERP S/W Traditional Mfg Others,Customer Decision Process Research Base,Neil Rackham Huthwaite 35,000 sales calls in 27 countries 10,000 sales SPIN (Situation, Problem, Implication, Need Pay-off),A Typical Purchase Decision,New Purchase Request Of Procurement Department What A Procurement Manager Say: Problem, Dissatisfaction, can not solve with existing equipment or supplies Spec.; Objective; Must carefully resolve all concern.,Exercise 1. Procurement Pro

6、cess,Read Appendix A: Procurement Process Do you know it before, and how you know which phase you are in while you bid, and your strategies on each phase.10 minutes,Account Strategy in the Recognition of Needs Phase,The Most Effective Selling Strategy During the Phase: To uncover dissatisfaction in the account and to develop that dissatisfaction until it reaches the critical mass. When dissatisfaction reaches a sufficient level of intensity or urgency, the account makes a decision to change. Suc

7、cess sales asks a lot of questions during sales calls than do their less successful colleaguesQuestioning Skills (SPIN),Account Strategy in the Evaluation of Options Phase,The Most Effective Selling Strategy During the Phase: To Centralize On Understanding, Influencing, and Responding to Customer Decision Criteria. Differentiate your solution with your competitors is one of your effective selling strategy. Common Faults during the period is failure to recognize that a shift has taken place in cu

8、stomer concerns. Not try to uncover customer guideline, or criteria, for making the decision.,Account Strategy in the Resolution of Concerns Phase,The Most Effective Sales Strategy During the Phase To uncover and help resolve perceived risk Last minutes fears and concerns arises that can block the decision or cause customers to re-open discussions with competitors. A successful sales normally works to uncover and resolve issues that are troubling the customer, even if these issues are uncomforta

9、ble and difficult to discuss. Negotiation is key selling tool of the phase.,Account Strategy in the Implementation Phase,Most Effective Strategy of the Phase Follow-up after post implementation leads to continued success. Very Few major sales stop when the customer signs the contract.How to build up long term relationship with the customers?Think About How to Build Up Strategic Relationship with the Customer?,Customer Decision Phases,强大的销售工具 提问策略,准备,SPIN Questioning,Situation Questions Questions

10、 that gather data and background facts. E.g: How many people do you employ? Whats your present ERP system? Problem Questions Questions that uncover problems, difficulties and dissatisfactions. E.g: Are you happy with existing ERP system? Does the existing ERP system has reliability problems.? Implication Questions Questions that explore the consequences or implications of customers problem E.g. Does this problem leads to increased costsAs a result of the problem, do we get more down time. Need-payoff Questions Questions that explore the value or usefulness of solving a problem Eg. Why is it so important to you.?Would it be useful if ?,

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