如何吸引让竞争对手的大客户从你这里购买产品？(英文)
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• "When it absolutely, positively has to be there overnight!" (Federal Express) " 保证在隔天送到!"（联邦快递）
• "Pizza delivered in 30 minutes or it's free." (Dominos Pizza) "披萨会在30 分钟内送到，否则免费!"（达美乐披萨）
但是安全性可能在遇到意外时
会大打折扣
The R4 of a Competitor's Key Account 竞争对手的大客户的R4
• Responsiveness 积极性
– Competitor is Responsive when it comes to
maintenance and repairs
• "The milk chocolate melts in your mouth, not in your hand" (M&M's) "牛奶巧 克力不在你手中，而在在你的口中融化" （M&M's）
It Is NOT Enough Just to Have a Unique Selling Proposition
• Responsiveness 积极性
– Your sales engineers can visit the customer's end
users on-site to help end-users solve daily usage
problems
让你的销售工程师到现场给
使用者解决日常运作的所出现的问题
• "Yes we are interested, but can it be
cheaper?"
"我们很感兴趣，
但是价格是不是可以再便宜一点？"
• "I already got a better price from your competitor" "我已经从你的竞 争对手那里得到一个很好的价格了"
• Reliability 可靠性
– Competitor provides Reliable performance in
day-to-day operations
竞争对手在日常
的操作中能提供可靠的效益
– Safety may be compromised if there's an
accident
竞争对手
在提到维护和保修时他们能做出积极的反应
– But their sales people only drops by when
they are taking sales orders
但是他们
的销售人员只是在快要续单时才前来拜访
• Resourcefulness 出谋划策
– Customer has yet to upgrade since they deem too expensive 客户针对升级其制造设备觉得太 昂贵了
The R4 of the Customer's Experience 客户购买经历的R4
• Reliability 可靠性 • Relationship 交情与关系 • Responsiveness 积极性 • Resourcefulness 资源整合
The R4 of a Competitor's Key Account 竞争对手的大客户的R4
• They create value by providing advice and insights to the customer 他们以提出建议、 见解的方式创造价值，而不只是一个充当 “会说话的宣传手册”
知己知彼，百战不殆
Know Thyself and Thy Adversary, A Hundred Battles Fought and Not
• Proactively provide advice for customers 客户提出建议
主动为
• Suggest the right solutions that solve customers’ problems 提出能解决客户困惑的有效方案
• Be easily accessible 客户能随时联系上
• They seek to build a relationship with no agenda first, rather than aiming the customers' pockets everytime 他们在初 期与客户建立关系的时侯不期待任何销售结 果，而是围绕顾客自身的情况开始谈话
• Be creative in responding to customers’ needs 能为客户的需求提出有创意的解决方法
Source: HR Chally
Winning Ways of Winning Sales People 成功销售人员的制胜法则
• They ask questions regarding their customers problems, implications and "what will happen if those problems are solved" 他们针对顾客所面临的问题、 问题产生的影响以及“如果那些问题能够被解决会发 生什么？”来进行提问
– Competitor has yet to give a good response to this issue 竞争对手还没有能对此提供一个 很好的回应
Your R4 in Response to Lure the Customer 你所能够引诱客户的R4
Βιβλιοθήκη Baidu
• Resourcefulness 出谋划策
Imperil Any
Price vs. Value 价格 vs. 价值
What is the Value of Water? 水 值多少钱？
What do Your Customers Value? 你的客户会珍惜什么价值呢？
A Value is NOT a Real Value UNLESS the Customer Wants It! 客户所不惜的就不是真正的价值
• Relationship 交情与关系
– Customer's procurement manager has a strong relationship with your competitor 顾 客的采购经理和你的竞争对手即现任的提供 商有着密切的关系
– Competitor also sells at 15% below your price 竞争对手的价格比你的价格还低15%
– What are their influence level from 0-10 从0-10的影响 程度
– Who are the Decision Maker, Fault Finder, Gatekeeper, Users and Sherpas? 对方谁是决策者、挑毛病者、挡门 者、使用者及引导者？
• They are personally accountable for customers' results and understand customers' businesses 他们会为客户所想达到的结果负责到底，并深入 了解客户的商务情况
• They reach to ALL people who can influence over the outcome of the sale 他们会接触、联系所有会影 响销售结果的人士
Winning Ways of Winning Sales People 成功销售人员的制胜法则
• They match their sales process with their customers' buying process 他们会把注意力 放在顾客的采购步骤，并将自身的销售流程 配合客户的采购步骤
How to Lure Your Competitors' Key Accounts and Make Them Buy from You Instead? 如何引开你竞争对手的大客户并使 他们转而跟你购买？
Some Common Responses when We
Approach Prospective Customers 潜在客户的一般反应
– Work out a way for the customer to implement their
upgrading in gradual steps, so that their upgrading costs can be spread over time 给顾客制定出一个方 案来逐步的实现设备升级，让他们升级的成本在时间上 分摊开来
• Reliability 可靠性
– Your sales team's Responsiveness is going to enhance the trust between you and the customer 你的销售团队的积极性会增强你和客户之间的信任 度
– They will be more convinced that they need better Reliability in case of accidents 他们更能相信他们需 要更好的产品可靠性以应对意外和紧急情况的发生
光靠 "独特卖点" 是不够的
What Do Customers Expect from Sales People? 客户对销售员有什么期望？
• Be personally accountable for customers’ results 为客户的绩效承担个人责任
• Understand customers’ business 了解客户的商 务模式
• The Decision Maker 决策者 • The Fault Finder 挑毛病者 • The Gatekeeper 挡门者 • The User 使用者 • The Sherpa/ Guide 引路者
Exercise: Mapping Out Each
Influencer 练习：理出每个影响者
• "What you are offering is good, but I'm quite happy with what I have now" , etc. "你所提供的产品及服 务都很好，但是我很满意我现在的 供应商"
What are Unique Selling Propositions? 什么是“独特卖点”?
– What were their official and personal motivations to buy (or not to buy) from you? 他们跟你购买（或不跟你购买） 的在公、在私的动机是什么？
– What else do you feel you should have done? 你觉得你 哪方面该做的没做？
• Relationship 交情与关系
– Leverage your Resourcefulness, Responsiveness and Reliability to build winning Relationships 通过 你的出谋划策、积极态度以及可靠性增强你与客户 的各层关系与交情
The Influencers of Complex Sales 复杂销售情况的影响者
– Such problems and your suggested solutions can
then be documented and be presented to relevant
people in charge
这些问题以及你所建议的解
决方案可以记录下来并交给客户的相关负责人手上
Your R4 in Response to Lure the Customer 你所能够引诱客户的R4
• Think of a deal you have previously won/ lost that involves multiple decision making players 设想 你曾成功（或不成功）接单，而又需要多人决策的 客户
– How many people have you communicated with? 你跟 对方企业的多少人进行过沟通？
• "Pizza delivered in 30 minutes or it's free." (Dominos Pizza) "披萨会在30 分钟内送到，否则免费!"（达美乐披萨）
但是安全性可能在遇到意外时
会大打折扣
The R4 of a Competitor's Key Account 竞争对手的大客户的R4
• Responsiveness 积极性
– Competitor is Responsive when it comes to
maintenance and repairs
• "The milk chocolate melts in your mouth, not in your hand" (M&M's) "牛奶巧 克力不在你手中，而在在你的口中融化" （M&M's）
It Is NOT Enough Just to Have a Unique Selling Proposition
• Responsiveness 积极性
– Your sales engineers can visit the customer's end
users on-site to help end-users solve daily usage
problems
让你的销售工程师到现场给
使用者解决日常运作的所出现的问题
• "Yes we are interested, but can it be
cheaper?"
"我们很感兴趣，
但是价格是不是可以再便宜一点？"
• "I already got a better price from your competitor" "我已经从你的竞 争对手那里得到一个很好的价格了"
• Reliability 可靠性
– Competitor provides Reliable performance in
day-to-day operations
竞争对手在日常
的操作中能提供可靠的效益
– Safety may be compromised if there's an
accident
竞争对手
在提到维护和保修时他们能做出积极的反应
– But their sales people only drops by when
they are taking sales orders
但是他们
的销售人员只是在快要续单时才前来拜访
• Resourcefulness 出谋划策
– Customer has yet to upgrade since they deem too expensive 客户针对升级其制造设备觉得太 昂贵了
The R4 of the Customer's Experience 客户购买经历的R4
• Reliability 可靠性 • Relationship 交情与关系 • Responsiveness 积极性 • Resourcefulness 资源整合
The R4 of a Competitor's Key Account 竞争对手的大客户的R4
• They create value by providing advice and insights to the customer 他们以提出建议、 见解的方式创造价值，而不只是一个充当 “会说话的宣传手册”
知己知彼，百战不殆
Know Thyself and Thy Adversary, A Hundred Battles Fought and Not
• Proactively provide advice for customers 客户提出建议
主动为
• Suggest the right solutions that solve customers’ problems 提出能解决客户困惑的有效方案
• Be easily accessible 客户能随时联系上
• They seek to build a relationship with no agenda first, rather than aiming the customers' pockets everytime 他们在初 期与客户建立关系的时侯不期待任何销售结 果，而是围绕顾客自身的情况开始谈话
• Be creative in responding to customers’ needs 能为客户的需求提出有创意的解决方法
Source: HR Chally
Winning Ways of Winning Sales People 成功销售人员的制胜法则
• They ask questions regarding their customers problems, implications and "what will happen if those problems are solved" 他们针对顾客所面临的问题、 问题产生的影响以及“如果那些问题能够被解决会发 生什么？”来进行提问
– Competitor has yet to give a good response to this issue 竞争对手还没有能对此提供一个 很好的回应
Your R4 in Response to Lure the Customer 你所能够引诱客户的R4
Βιβλιοθήκη Baidu
• Resourcefulness 出谋划策
Imperil Any
Price vs. Value 价格 vs. 价值
What is the Value of Water? 水 值多少钱？
What do Your Customers Value? 你的客户会珍惜什么价值呢？
A Value is NOT a Real Value UNLESS the Customer Wants It! 客户所不惜的就不是真正的价值
• Relationship 交情与关系
– Customer's procurement manager has a strong relationship with your competitor 顾 客的采购经理和你的竞争对手即现任的提供 商有着密切的关系
– Competitor also sells at 15% below your price 竞争对手的价格比你的价格还低15%
– What are their influence level from 0-10 从0-10的影响 程度
– Who are the Decision Maker, Fault Finder, Gatekeeper, Users and Sherpas? 对方谁是决策者、挑毛病者、挡门 者、使用者及引导者？
• They are personally accountable for customers' results and understand customers' businesses 他们会为客户所想达到的结果负责到底，并深入 了解客户的商务情况
• They reach to ALL people who can influence over the outcome of the sale 他们会接触、联系所有会影 响销售结果的人士
Winning Ways of Winning Sales People 成功销售人员的制胜法则
• They match their sales process with their customers' buying process 他们会把注意力 放在顾客的采购步骤，并将自身的销售流程 配合客户的采购步骤
How to Lure Your Competitors' Key Accounts and Make Them Buy from You Instead? 如何引开你竞争对手的大客户并使 他们转而跟你购买？
Some Common Responses when We
Approach Prospective Customers 潜在客户的一般反应
– Work out a way for the customer to implement their
upgrading in gradual steps, so that their upgrading costs can be spread over time 给顾客制定出一个方 案来逐步的实现设备升级，让他们升级的成本在时间上 分摊开来
• Reliability 可靠性
– Your sales team's Responsiveness is going to enhance the trust between you and the customer 你的销售团队的积极性会增强你和客户之间的信任 度
– They will be more convinced that they need better Reliability in case of accidents 他们更能相信他们需 要更好的产品可靠性以应对意外和紧急情况的发生
光靠 "独特卖点" 是不够的
What Do Customers Expect from Sales People? 客户对销售员有什么期望？
• Be personally accountable for customers’ results 为客户的绩效承担个人责任
• Understand customers’ business 了解客户的商 务模式
• The Decision Maker 决策者 • The Fault Finder 挑毛病者 • The Gatekeeper 挡门者 • The User 使用者 • The Sherpa/ Guide 引路者
Exercise: Mapping Out Each
Influencer 练习：理出每个影响者
• "What you are offering is good, but I'm quite happy with what I have now" , etc. "你所提供的产品及服 务都很好，但是我很满意我现在的 供应商"
What are Unique Selling Propositions? 什么是“独特卖点”?
– What were their official and personal motivations to buy (or not to buy) from you? 他们跟你购买（或不跟你购买） 的在公、在私的动机是什么？
– What else do you feel you should have done? 你觉得你 哪方面该做的没做？
• Relationship 交情与关系
– Leverage your Resourcefulness, Responsiveness and Reliability to build winning Relationships 通过 你的出谋划策、积极态度以及可靠性增强你与客户 的各层关系与交情
The Influencers of Complex Sales 复杂销售情况的影响者
– Such problems and your suggested solutions can
then be documented and be presented to relevant
people in charge
这些问题以及你所建议的解
决方案可以记录下来并交给客户的相关负责人手上
Your R4 in Response to Lure the Customer 你所能够引诱客户的R4
• Think of a deal you have previously won/ lost that involves multiple decision making players 设想 你曾成功（或不成功）接单，而又需要多人决策的 客户
– How many people have you communicated with? 你跟 对方企业的多少人进行过沟通？