麦古利培训

SFG
O-Inspect
F 25 (Microparts
DuraMax
Inline, Projects/Solutions
Байду номын сангаас
Keep more 保持
Find mFoinrde m挖o掘re/开发
Find more 挖掘/开发
Copyright © Mercuri International 2008
Characteristic of the Volume Business segment
Carl Zeiss IMT global presence
3 Production places 产品生产基地 32 Sales-, Service-, and Application
Organisations 销售-服务-应用 100 Business Partners 商业伙伴
The 3 pillars follow our strategic goals
After a subject has been concluded, select the ideas, advice and methods which are of importance in your day-to-day business and which seem to also be practical (idea selection).
当一个主题得出了结论，挑选对你的日常工作有用的和可实际操作的想法，建议和方法。 (筛选想法).
After the breaks, in the evening or directly after the workshop you should already think about how you want to put your new ideas into practice.
三天后还能记得多少？ 2. How much was remembered after 3 months?
三个月后还能记得多少？
Verbal and visual presentation: 口头和视觉介绍 3. How much was remembered after 3 days?
三天后还能记得多少？ 4. How much was remembered after 3 months?
How many squares do you see?
你能看到多少方格?
Copyright © Mercuri International 2008
Quiz: Harvard Research
测验: 哈佛调查
Verbal presentation: 口头介绍 1. How much was remembered after 3 days?
Our Proposal for You
我们对你的建议
▪ From our experience we know that after you have returned to work, new ideas and analysis of the workshop notes will be abandoned due to the day-to-day problems confronting you. This takes away a big part of the desired success.
▪ 依照我们的经验，当你回到工作状态以后，在研讨会上记录的新想法和分析会被每天面对的很多问题所淹没。这将使 成功离你越来越远。
You can avoid this!
你可以避免这些！
▪ Please do the following:
▪ 请按照下列方法来做:
– During the workshop
– 在研讨会中
▪ 市场更多的为价格导向
▪ Less USP
▪ 更少的 USP
▪ Zeiss is probably not in the “relevant set”
▪ 蔡司在这一领域还是空白
Copyright © Mercuri International 2008
Consequences for sales 销售理论
战略目标的三大主干
IMT Strategy for profitable Growth “Develop the culture and build a growth climate”
Develop the Core Business
核心业务的发展
Growth in “volume / units“
Copyright © Mercuri International 2008
Worldwide Growth for IMT
Value % Units %
Germany
America
30% 25%
Within 4 years the sales in Asia increased from
14 to 22 %
▪ 麦古利将主导地来进行挑战 (唱反调)。
▪ Impact asks for open minds and a positive attitude.
▪ 影响要求开放的思维和积极的态度。
▪ Partly in workshops and sub groups/plenary feedback.
▪ 部分用于研讨会和小组/全体的反馈.
• 强大的IT支持
• Be proactive • 有预见性
• Information about decision making process and decision criteria
• 决策过程和决策 标准的相关信息
• Reduce efforts to win the customer
• 事半功倍赢得客 户
• Effective use of active selling time
• 有效利用有效的 的销售时间
• Lead generation
• 市场信息的开发
• Development of appropriate selection criteria
• 建立适当的选 择标准
• Powerful ITsupport
and with new customers
销售台份和新客户的增加
Growth in
“Advanced technology“
“先进技术产品” 的增长
Prismo / Accura
G2 line
CT
Services (technical)
Software / Applications
HAM, Gantry
三个月后还能记得多少？
Copyright © Mercuri International 2008
IMPACT Methodology
影响的方法
The methodology
方法
▪ Presentations!
▪ 演示！
▪ Impact is a process: Several questions leading to an optimal sales message.
▪ 影响是一个过程: 通过问几个问题能够引导出最佳的销售信息。
▪ You are responsible for the quality of the input of the discussions.
▪ 你要为讨论的话题的质量负责。
▪ Mercuri will be leading and challenging (devil’s advocate).
三个月后还能记得多少？
Verbal and visual presentation and notes: 口头视觉和笔记 5. How much was remembered after 3 days?
三天后还能记得多少？ 6. How much was remembered after 3 months?
orie▪nt标a准t化i的o产n品和服务 ▪ High number of units necessary to achieve reasonable profit ▪ 大的销量必然达到合理的利润
▪ No consultative selling
▪ 非顾问式销售
▪ More price drive market
Note down in your working file all important ideas, advice, hints and arguments to each subject in the workshop.
在研讨会中把所有重要的想法，建议，线索和有争议的问题按照主题内容记录到你的工作笔记中。
• Clear topics and strong messages
• 清晰的议题和丰 富的信息
• Benefitoriented argumentation 以（客户）利宜 为导向的论点
• Customeroriented and economical benefits
• 以客户为导向和 客户的经济效益
Copyright © Mercuri International 2008
About The Workshop
关于研讨会
Highly interactive 高互动 ▪ Maximum sharing of knowledge between participants.
▪ 参与者之前最大限度地分享信息.
▪ 有关 DuraMax 最理性化和专业化的商业信息
▪ No trial and error on customers.
▪ 不会将试验或者错误发生在客户身上
▪ Business and result oriented.
▪ 商业和成效为导向的
Copyright © Mercuri International 2008
在过去的四年之内，亚洲的销售额占 全球销售额的比例由14% 增长到22 %
27% 21%
Europe
31% 19% 21%
Asia 22% 33%
Global Player IMT FY 06/07 ca. 316 Mio. € revenue 3.16亿欧元
Copyright © Mercuri International 2008
培训总结
• 1.不同层面的客户对产品的关心点不同，要从客户的角度出发洽谈,找到切入点. • 2.产品的特性对不同层面的客户影响不同,对产品的兴趣点不同，拜访时要注意谈论
的重点,抓住不同层面客户的兴趣点,让客户对你感兴趣. • 3.不同层面的客户的专业需求(理性需求)与个人需求(情感需求)不同. • 4.满足不同层面用户的专业与情感需求.用户要得到的利益并非是纯粹的技术利益,更
重要的是技术给客户带来的好处. • 5.找出证据证明技术带来的利益. • 6.原有客户使用的产品给他带来的利益来证明不同层次的用户关心的方向不同,找出
不同层面客户的实际需求(潜在需求). • 7.利用问题找出客户的实际需求(潜在需求),缩短得到定单的时间. • 8.谈判之前要想到客户可能提出的典型的反对问题,事先想好对策. • 9.如何通过阻挠,直接面对最终决策者.
Territory management
渠道管理
Customer segmentation
客户划分
Working with the customer
客户合作
Suitable topics, solutions and
products/ services
合适的议题，解决 方案，产品和服务
Copyright © Mercuri International 2008
▪ Brings Carl Zeiss internal expertise in line with sales and customers.
▪ 在销售和客户之间交流内部技术
▪ Structured and focused way of working.
▪ 系统而集中的工作方式.
▪ Best thinkable and practised commercial message regarding DuraMax
VB机器产品的行业特性 ▪ Mainly new customer acquisition
▪ 主要是新客户的信息收集
▪ Create awareness
▪ 创新意识
▪ Smaller customers with less knowledge of CMM
▪ 针对不了解三坐标的小型客户
▪ Standardized products and services