大客户销售技巧英文版
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+ 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
Questioning 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 customer concerns. Not try to uncover customer guideline, or criteria, for making the decision.
客户是如何做决策的
IV Implementation
V Change Over
Time
Decision
Buyer Cycle
I: Recognition Of
Needs
III Resolution Of
Concerns
II Evaluation Of
Options
Customer Decision Process
• Customer Behavior goes through three distinct phases in making a major purchasing decisions
+ Recognition of Needs + Evaluation of Options + Resolution of Concerns
• When dissatisfaction reaches a sufficient level of intensity or urgency, the account makes a decision to change.
• Success sales asks a lot of questions during sales calls than do their less successful colleagues
How to build up long term relationship with the customers?
Think About How to Build Up Strategic Relationship with the Customer?
• 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.
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 uncomfortable and difficult to discuss. • Negotiation is key selling tool of the phase.
本课件由互联网搜集经《中华培训学会》编辑整理。
衷心感谢原创学者的辛勤劳动和无私奉献！
知识在分享中创造价值, 智慧在传播中展现意义！
Objective of Workshop
• Understand Characteristics of Major Account Selling Strategies in Whole Lifecycle, thus to
Exercise 1. Procurement Process
• 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.
Concerns
II Evaluation Of
Options
Customer Decision Process
A Typical Purchase Decision
• New Purchase Request Of Procurement Department
• What A Procurement Manager Say:
• Day 2
+ Influence the customer’s choice + Differentiation & Vulnerability + Overcoming Final Fears + Sales Negotiation + How to Ensure Continued Success
• A fourth phase, follow-up in implementation phases, if it is well handled, can generate significant additional sales opportunities.
• Each of four phases required a different set of strategies and skills.
• 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
• Major Accounts
+ 20/80 rules + New Customers + Potential Customers
Exercise: A Typical ERP Deal Lifecycles
• What is typical ERP Deal Selling Cycles
+ Customer Decision Process
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
+ 10,000 sales
+ SPIN (Situation, Problem, Implication, Need Pay-off)
IV Implementation
V Change Over
Time
Decision
Buyer Cycle
I: Recognition Of
Needs
III Resolution Of
IV Implementation
V Change Over
Time
Decision
Buyer Cycle
I: Recognition Of
Needs
III Resolution Of
Concerns
II EvaluatioБайду номын сангаас Of
Options
Customer Decision Process
<大客户销售流程与技巧>
+ Problem, Dissatisfaction, can not solve with existing equipment or supplies
+ Spec.; Objective; Must & Wants; Vendor Selection + If decision is big; carefully resolve all concern.
Partnership etc.
Agenda
• Day 1
+ How the Customer Make Decisions + SPIN Question Strategy + Account Entry Strategy + Understand Your Customer & Their Business + How to Make Your Customers Need You
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.
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
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 Concerns Phase • Account Strategy in the Implementation Phase • Summary
Questioning 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 customer concerns. Not try to uncover customer guideline, or criteria, for making the decision.
客户是如何做决策的
IV Implementation
V Change Over
Time
Decision
Buyer Cycle
I: Recognition Of
Needs
III Resolution Of
Concerns
II Evaluation Of
Options
Customer Decision Process
• Customer Behavior goes through three distinct phases in making a major purchasing decisions
+ Recognition of Needs + Evaluation of Options + Resolution of Concerns
• When dissatisfaction reaches a sufficient level of intensity or urgency, the account makes a decision to change.
• Success sales asks a lot of questions during sales calls than do their less successful colleagues
How to build up long term relationship with the customers?
Think About How to Build Up Strategic Relationship with the Customer?
• 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.
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 uncomfortable and difficult to discuss. • Negotiation is key selling tool of the phase.
本课件由互联网搜集经《中华培训学会》编辑整理。
衷心感谢原创学者的辛勤劳动和无私奉献！
知识在分享中创造价值, 智慧在传播中展现意义！
Objective of Workshop
• Understand Characteristics of Major Account Selling Strategies in Whole Lifecycle, thus to
Exercise 1. Procurement Process
• 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.
Concerns
II Evaluation Of
Options
Customer Decision Process
A Typical Purchase Decision
• New Purchase Request Of Procurement Department
• What A Procurement Manager Say:
• Day 2
+ Influence the customer’s choice + Differentiation & Vulnerability + Overcoming Final Fears + Sales Negotiation + How to Ensure Continued Success
• A fourth phase, follow-up in implementation phases, if it is well handled, can generate significant additional sales opportunities.
• Each of four phases required a different set of strategies and skills.
• 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
• Major Accounts
+ 20/80 rules + New Customers + Potential Customers
Exercise: A Typical ERP Deal Lifecycles
• What is typical ERP Deal Selling Cycles
+ Customer Decision Process
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
+ 10,000 sales
+ SPIN (Situation, Problem, Implication, Need Pay-off)
IV Implementation
V Change Over
Time
Decision
Buyer Cycle
I: Recognition Of
Needs
III Resolution Of
IV Implementation
V Change Over
Time
Decision
Buyer Cycle
I: Recognition Of
Needs
III Resolution Of
Concerns
II EvaluatioБайду номын сангаас Of
Options
Customer Decision Process
<大客户销售流程与技巧>
+ Problem, Dissatisfaction, can not solve with existing equipment or supplies
+ Spec.; Objective; Must & Wants; Vendor Selection + If decision is big; carefully resolve all concern.
Partnership etc.
Agenda
• Day 1
+ How the Customer Make Decisions + SPIN Question Strategy + Account Entry Strategy + Understand Your Customer & Their Business + How to Make Your Customers Need You
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.
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
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 Concerns Phase • Account Strategy in the Implementation Phase • Summary