大客户销售谋略(英文)共97页
商务营销管理培训之大客服销售策略和技巧图文PPT教学课件
组织信任企业性质、资质、规模、业绩、品牌、技术、产品....
个人信任稳重、诚信、专业、有威信…
a. 信任=组织信任+个人信任
b. 个人信任的三个层次
决策的过程
利益包括什么
供应商利益：实现了销售客户利益：产品质量、产品价格、供方品质、供货速度、交易条件。个人利益：请不要简单地把它看成回扣。它包括：感到安全、上级肯定、成就感、受尊重、权利、金钱。
营销管理培训课程
Contents Page
目录页
— 2 —
04 大客户关系策略
01 基本概念和定义
02 大客户关键信息和分析
03 大客户竞争战略
05 大客户壁垒策略
过渡页
TRANSITION PAGE
— 3 —
基本概念和定义
客户价值熊猫客户分级和分级四大指标大客户的三种类型和特征
— 8 —
大客户关键信息和分析
收集信息有效方法一内线和教练客户采购组织分析的5个模型确定关键决策人VITO的方法确定关键需求方法—需求漏斗有效问问题方法—5W2H倾听技巧——如何听出话中话
项目副总指挥
技术部经理
工程部经理
项目副总指挥
技术部经理
工程部经理
项目副总指挥
集团总经理
副总经理甲
副总经理乙
采购组织成员角色
采购组织成员立场
决策的过程
找到关键人
依据一，企业组织治理结构与文化；依据二，决策者的技术专长；依据三，决策者的管理风格与性格；依据四，本次采购占整个采购的比例；
案例讨论：电气自动化案例
2006年，我被调到华北区，负责北京、河北、天津市场国网客户的自动化产品销售工作。由于原来的销售人员突然离职，并没有给我留下太多有用的信息，我只好从头开始与客户解除。经过初步接触，我了解到关于客户组织的以下几个信息：1.华北局主管继电保护设备的专业部门和人员主要有：局网络调度中心继保处黄主任、生技部继保负责刘工（负责技改项目）、基建部电气负责马工（负责基建项目），其中黄主任与公司赵总认识时间很久，关系不错。马工态度一般，刘工对另一个竞争对手的产品赞赏有加，对我们态度一般，并且提出很多问题。2.华北局招标中心负责招标组织工作，华北电力设计院负责招标文件撰写。3.网络调度中心与生技部、基建部、招标中心、设计院均是平级关系。4.部分地方局在继保设备采购中有很大的话语权，比如廊坊局。廊坊局负责基建项目的张科长曾经带家人来玩，我们接待的不错，对我们比较支持。问题：画出客户组织结构分析图
重点客户的销售方法分析(英文版)
重点客户的销售方法分析(英文版)Strategic Analysis of Sales Methods for Key CustomersIn today's highly competitive business environment, strategic sales methods are crucial for retaining and expanding the customer base, especially for key customers. These key customers are often the primary source of revenue and play a crucial role in the overall success of a business. Therefore, it is essential to adopt effective sales methods to ensure their continued satisfaction.The first step in the analysis of sales methods for key customers is to conduct thorough research and gather relevant information about their needs, preferences, and buying patterns. This can be done through various means such as surveys, interviews, and market research. By understanding their specific requirements, sales professionals can tailor their approach and offer more personalized solutions.One effective sales method for key customers is developing strong and long-lasting relationships. Building trust and rapport with these customers is essential for securing their loyalty and encouraging repeat purchases. This can be achieved by assigning dedicated sales representatives or account managers to cater to their unique needs. Regular communication, including phone calls and face-to-face meetings, helps in understanding their concerns and providing timely solutions.Another effective sales method is offering value-added services. Key customers are often willing to pay a premium if they perceive that they are receiving additional benefits. This can includeproviding customized solutions, offering after-sales support, or giving access to exclusive resources or events. By going the extra mile to meet their requirements, businesses can strengthen their relationships and differentiate themselves from competitors.Furthermore, sales professionals should continuously update their knowledge and skills to better serve key customers. This involves staying updated with industry trends, product knowledge, and competitive intelligence. By showcasing expertise and being a trusted advisor, sales professionals can provide valuable insights and recommendations to the key customers.Additionally, it is important to regularly review and analyze sales performance with key customers. This analysis helps identify areas of improvement, such as identifying potential upselling or cross-selling opportunities. By understanding their buying patterns, sales professionals can strategically position relevant products or services to maximize revenue.In conclusion, analyzing and implementing effective sales methods for key customers is crucial for business success. By conducting thorough research, building relationships, offering value-added services, continuously updating knowledge, and analyzing sales performance, businesses can enhance customer satisfaction, drive repeat purchases, and ultimately boost revenue.Continuation: Another important aspect of strategic sales methods for key customers is to understand the competitive landscape and positioning the products or services accordingly. By conducting competitive analysis, businesses can identify their unique sellingpoints and highlight them to key customers. This can involve showcasing the advantages and benefits of choosing their products or services over those of competitors. This differentiation strategy helps in creating a strong value proposition and attracting key customers.Furthermore, effective sales methods for key customers should also consider the importance of customer feedback and addressing their concerns promptly. Regularly seeking feedback from key customers helps in identifying areas of improvement and understanding their changing needs. This feedback loop can also be used to refine sales strategies and enhance the overall customer experience. By actively listening to their concerns and providing efficient solutions, businesses can strengthen their relationships and maintain customer loyalty.Moreover, sales professionals should take advantage of technology to streamline and improve the sales process for key customers. This can include utilizing customer relationship management (CRM) software to track and manage interactions, preferences, and purchase history. The use of data analytics can also provide valuable insights into key customers' behavior and preferences, enabling businesses to customize their sales approaches accordingly. By leveraging technology, businesses can create a more efficient and personalized sales experience.In addition to these strategies, it is crucial to continuously evaluate the success of the sales methods implemented for key customers. This can be done through regular sales reviews, assessing key performance indicators, and gathering feedback from both the salesteam and the customers. By monitoring and analyzing the effectiveness of different sales methods, businesses can make informed decisions and make necessary adjustments to maximize their sales efforts.It is important to note that sales methods for key customers should always be aligned with the overall business strategy. It is crucial to identify the specific goals and objectives of the business and ensure that the sales methods applied for key customers directly contribute to those goals. This alignment helps in creating a cohesive approach and ensures that the efforts put into key customer sales are in line with the broader business objectives.In conclusion, effective sales methods for key customers are essential for business success. By conducting thorough research, building strong relationships, offering value-added services, continuously updating knowledge, analyzing sales performance, understanding the competitive landscape, addressing customer feedback, leveraging technology, and aligning with business strategy, businesses can enhance customer satisfaction, increase sales, and drive revenue from key customers. Implementing these strategies can differentiate businesses from competitors and foster long-term partnerships with key customers.。
某公司大客户销售谋略培训(英文版)
某公司大客户销售谋略培训(英文版)In today's highly competitive business environment, it is crucial for companies to nurture and maintain relationships with their major clients. These clients hold immense value, as they contribute significantly to the company's revenue and success. To ensure the long-term loyalty of these valuable clients, it is important for sales teams to possess effective strategies and techniques. Therefore, our company has designed a comprehensive training program to equip our sales representatives with the necessary skills to successfully engage and retain our major clients.1. Understanding Client Needs:The first step in selling to major clients is to thoroughly understand their needs and expectations. Our training program emphasizes the importance of conducting thorough research on each client. This includes studying their industry, their competitors, and identifying their pain points. By demonstrating a deep understanding of their business, we can tailor our sales approach to offer customized solutions that address their specific challenges.2. Building Strong Relationships:Developing strong relationships with major clients is critical as it creates trust and loyalty. Our training provides sales representatives with tools and techniques to build relationships based on mutual trust and respect. This includes effective communication skills, active listening, and empathy. Sales representatives are also taught how to cultivate relationships by providing value-added knowledge and support, going beyond just selling products or services.3. Offering Competitive Advantage:To ensure that our company stands out from competitors, our training program focuses on teaching sales representatives how to highlight our unique selling propositions and competitive advantages. By clearly articulating the value and benefits our products or services offer, we can differentiate ourselves in the market and enhance the perception of our major clients. This involves thorough knowledge of our products, their features, and the advantages they provide over competitors.4. Providing Exceptional Customer Service:Another key aspect of our training program is customer service excellence. Sales representatives are trained to provide prompt and effective support to major clients throughout the sales process and beyond. They learn how to proactively address any issues or concerns and provide timely solutions. By ensuring a positive customer experience, we can reinforce the loyalty and satisfaction of our major clients.5. Regular Communication and Feedback:To maintain a strong relationship with major clients, consistent communication is essential. Our training program emphasizes the importance of proactively engaging with clients through regular updates, newsletters, and monitoring their satisfaction. Sales representatives are trained to actively seek feedback and suggestions from clients, demonstrating our commitment to continuous improvement.By implementing these effective sales strategies, our sales representatives will be well-equipped to successfully engage andretain our major clients. This training program ensures that they possess the necessary skills to understand client needs, build strong relationships, highlight competitive advantages, provide exceptional customer service, and maintain regular communication. Through these efforts, we will secure the loyalty and long-term partnership of our major clients, enabling our company to thrive in the marketplace.6. Anticipating and managing objections:In the process of selling to major clients, it is inevitable that objections and concerns will arise. Our training program equips sales representatives with effective objection handling techniques to address client reservations and overcome any obstacles in the sales process. They learn to anticipate common objections and prepare persuasive responses that highlight the value and benefits our products or services offer. By effectively addressing objections, sales representatives can instill confidence in the client and move the sales process forward.7. Continual education and staying up to date:To effectively sell to major clients, our sales representatives must stay current with industry trends, market changes, and advancements in our products or services. Our training program emphasizes the importance of continual education and self-improvement. Sales representatives are encouraged to attend industry conferences, participate in webinars, and stay informed of the latest industry news. By constantly expanding their knowledge and skills, they can offer valuable insights and recommendations to major clients, positioning our company as a trusted advisor.8. Leveraging technology:In today's digital age, technology plays a significant role in salesprocesses. Our training program introduces sales representatives to the various tools and technologies available to enhance their effectiveness. This includes customer relationship management (CRM) software, sales automation tools, and data analytics platforms. Sales representatives are taught how to leverage these technologies to streamline their workflow, track client interactions, and gain insights into client behavior and preferences. By utilizing technology effectively, sales representatives can better understand and serve the needs of major clients, resulting in improved client satisfaction and retention.9. Collaboration with other departments:Selling to major clients often requires collaboration across different departments within our organization. Sales representatives are trained to work closely with colleagues in product development, marketing, and customer support to deliver a holistic and seamless experience to major clients. They learn how to effectively communicate client needs and feedback to these departments, ensuring that client expectations are met and any issues are promptly addressed. By fostering collaboration and teamwork, our company can provide a unified and comprehensive solution to our major clients, further strengthening our relationship with them.10. Continuous improvement and feedback loop:To remain competitive and continuously engage major clients, our sales representatives must be committed to continuous improvement. Our training program emphasizes the importance of seeking feedback from major clients and using it as a catalyst for improvement. Sales representatives are encouraged to regularlysolicit feedback from clients through surveys, meetings, and informal discussions. They learn to view client feedback as a valuable resource for identifying areas of improvement and implementing necessary changes. By continually evaluating and refining our sales strategies and approaches, we can better meet the evolving needs of our major clients and ensure their long-term loyalty.In conclusion, our comprehensive training program equips sales representatives with the necessary skills and strategies to effectively engage and retain our major clients. By understanding client needs, building strong relationships, highlighting our competitive advantages, providing exceptional customer service, maintaining regular communication, addressing objections, staying current with industry developments, leveraging technology, collaborating with other departments, and embracing continuous improvement, our sales representatives will be well-prepared to contribute to the success and growth of our company. With their enhanced capabilities, we can confidently approach major clients, secure their loyalty, and thrive in today's competitive business environment.。
大客户销售战略
Strategic selling 1Strategic Selling大客户销售战略KEY OUTCOMES 主要目标1. To learn the elements of Strategic analysis and learn a process for setting strong account strategies.2. To analyze some key or important accounts and set account strategies (I.e. position now, desired position, action plan ).1.学会战略性分析的各个要素, 以及掌握制定项目策略的流程2.分析一些重要的, 关键的项目, 制定其跟踪战略( 如: 当前状态, 期望, 行动计划).Strategic selling 3Contents 内容⇒Introduction •Buying influences •Buying Influence Modes •Sales Funnel •Ideal Customer •Strategic Analysis •Summary⇒介绍•买方影响力•买方影响力种类•销售漏斗•理想客户•客户档案分析表•小结Future chock未来的冲击和挑战中•In the selling area, CHANGE can be:•in your marketplace •in your customer base •in your product line•in your competitive position in your market strategy and tactics •a combination of all or any of the above•Change can be subtle erosion, a sudden event or continuous growth.•在销售领域中, 变化可以是•在市场范围方面•在用户范围方面•在产品方面•在你的竞争力方面•在你的市场策略和实施方面•或是以上一个或几个方面的综合•变化可能是细微的侵蚀, 突发的事件或持续的发展Strategic selling5ANALYZE THE SITUATION组织结构分析许学斌姜震克朱凤宾张三李四候机楼陈六朱七浙江省院( 某机场压电配电工程组织结构图)张总指挥输配电低压配电终端配电通讯导航跑道王五工程处奚处长财务部电器通讯设备处王处长人事部华东民航院尹文斌市政府空港办Identify Relevant Individuals 确认有关对象张总指挥许学斌输配电姜震克低压配电朱凤宾终端配电工程处奚处长陈六电器设备处王处长浙江省院尹文斌(某机场压电配电工程组织结构图)张总指挥许学斌输配电姜震克低压配电朱凤宾终端配电工程处奚处长陈六电器设备处王处长浙江省院尹文斌Strategic selling7INDENTIFY ROLE 确认有关对象的作用决策人技术选型人使用者使用者决策人内线使用者决策人技术选型人内线( 某机场压电配电工程组织结构图)WHAT IS A STRATRGICSALE?•Selling organization has many options available. •Many people involved •Many levels involved•Buying organization's decision-making process is complex.•Product being sold may behighly complex or simple, ( e.g., gas chromatograph/ mass spectrometer or Kleenex).•卖方有多个选择•多人介入•多层次介入•买方机构的决策过程复杂•所推销产品可以是很复杂也可以很简单( 如: 气体质谱仪/分光仪或手纸)什么是策略性的销售Strategic selling 9STRONG STRATEGY 重要的策略•Leverages strengths ( capitalizes)•minimizes or eliminates areas of uncertainty.•扩大我方优势( 可利用资源)•减小或消除一切不定因素WHAT DO WE MEAN BY SETTING SALES STRATEGICS?什么是制定销售策略?POSITION "NOW"REFARDING MY SALES OBJECTIVE依据销售目标确定目前切入点ABCDEBEST POSITION 最佳切入点ACTION PLAN 行动计划1st2nd3rd4thAnalyze 分析Think through possible alternative positions 在各种可行切入点中选择Reposition re: My sales objectives 依据销售目标重新定位Implement 实施Strategic selling 11SINGLE SALES OBJECTIVE单一项目销售MUST BE必须是•Product / Service related •Specific, clear, concise •Tangible, easily measurable •Tied to timeline•Usually not connected by "and"ANSWERS:" What specifically are you trying to make happen that you don’t have now?"•与产品/ 服务有关的•特定的, 明确的, 明了的•有形的, 容易衡量的•有时间限制的•通常与其他项目无关.答案是你现在没有, 但你正明确努力使它发生的.Single Sales Objective 单一销售目标Company name -Area-公司名, 区域Specific Product/Service特定产品 / 服务Dollar Revenue 营业额Close Date 签约时间Total # SingleSales Objectives__________总计项目个数TotalDollars $ __________总计金额Strategic selling 13Contents 内容•Introduction ⇒Buying influences •Buying Influence Modes •Sales Funnel •Ideal Customer •Strategic Analysis •Summary•介绍⇒买方影响力•买方影响力种类•销售漏斗•理想客户•客户档案分析表•小结BUYING INFLUENCES购买影响力•Every sale has 4 types of Buying Influences•Each type describes a role in the sale.To Increase Probability Of Success You Need To:•Identify all influences•Understand each influence's job focus•每个项目均有四种影响力•每种在销售过程中有一定作用为提高成功率, 你需要:•确认所有的影响力•明白每种影响力的工作重点Strategic selling15ECONOMIC BUYING INFLUENCE•RoleTo give final approval to buy (only one per sale)( Note: May be one set of people such as a board or committee)•Who are they•Direct access to $ •Releases $•Discretionary use of funds •Veto power•Focus:Bottom line and impact on organization. •Asks:" What kind of return will we get on this investment?"•作用: 最后批准购买(一个项目只有一次)(注: 可以是一个人, 也可以是一群人, 如:董事会)•他们是谁•控制经费•拨款•决定经费使用•表决权•关注:购买对公司发展的影响•常问问题:从这个购买投资中, 我们能得什么?经济影响力(决策人)USER BUYING INFLUENCE•Role:To make judgements about impact on job performance ( often several or many)•Who are they•People using/ supervising use of your product or service•Personal since User will live with your proposal.•Direct link between User's success and the success of your product/ service.•Focus:The job to be done •Asks:How will it work for me?"•作用:评价对其工作效率的影响( 经常是一些)•他们是谁•使用或管理使用你产品/ 服务的人•与产品使用相关人员•直接连接你的产品/服务之成功和用户之成功的人.•关注:工作能完成•常问问题: 如何为我工作呢?使用者影响力Strategic selling 17TECHNICAL BUYING INFLUENCE•Role:To screen out (often several or many)•Who are they•Judges measurable, quantifiable aspects of your proposal •Gatekeeper•Makes recommendations•Can't say yes ( I.e., final approval)•Can say no -often does•FocusProduct per secrition •Asks:" Does it meet specifications?"•作用:挑选( 经常有一些)•他们是谁•衡量你的方案•守门员•提出推荐方案•不能说"YES" ( 如最后决定)•可以说"NO" -经常如此•关注:产品性能指标•常问问题:" 它符合技术指标吗?"技术选型人COACH•Role:To act as a guide for this sale (develop at least one)•Who are they•Can be found:•In buying organization •In your own organization •Outside both•Provides and interprets information about:•Situation•Buying influences •How each wins•Focus:Your success with this proposal •Asks:" How can we pull this off?"•作用: 指导销售( 至少发展一名)•他们是谁•他能被发现•在买方的组织结构中•在你自己的结构中•以上两者之外•提供和解释如下有关信息:•当前情况•各种影响力•各方可怎样取胜•关注重点: 你怎样取胜•常问问题: " 我们怎样能嬴?"教练(内线)Strategic selling 19COACHCRITERIA FOR IDENTIFYING:•You have credibility with this individual•This person has credibility with the Buying Influences for this sales proposal.•This person wants your solution ( for whatever reason).•你对这人有信誉•该人对该项目某些决策人有影响力•该人要你的方案( 不论何原因)教练(内线)确认标准RED FLAGS 红旗•Critical information missing •Uncertain about information •Any uncontacted Buying Influence•Buying Influence(s) new to the job•Reorganization•关键信息缺乏•信息不确定•任何未接触的" 影响力"•新出现的影响力•机构重组Strategic selling 21Contents 内容•Introduction •Buying influences ⇒Buying Influence Modes •Sales Funnel •Ideal Customer •Strategic Analysis •Summary•介绍•买方影响力⇒买方影响力种类•销售漏斗•理想客户•客户档案分析表•小结BUYING INFLUENCE MODES•Every sales proposal is a change. •Individuals may respond to change in different ways.•There are 4 different reactions or Modes.To increase Probability of Success you need to:•Understand a Buying Influence's mode.•Develop an approach for each mode.•每种销售建议书, 是在变化的.•每个人对这种变化的反应是不同的•有四种不同的心态为提高成功率你应该:•了解影响力态度种类•对每一种类准备一种方法买方影响力种类Strategic selling 23GROWTH 增长型Probability of a Sale is High 可能销售机率大M o r e q u a n t i t y -Be t t e r Q u a l i t y 更多数量, 更好质量Results needed 期望结果DISCREPANCY 差距REALITY today ( the way things are right now) 现实Does Your Proposal Close the Gap? 你的建议能填补差距吗?TROUBLE 困难型Probability of a Sale is High 销售机会大CAUSE X 由于XDoes your proposal remove the Cause of the Trouble?你的方案能消除造成这困难的原因吗?RESULTS needed 期望结果DISCREPANCY 差距REALITY today 现实Strategic selling 25EVEN KEEL 保守型probability of a Sale is low 销售机会小REALITY today 现实RESULTS needed 期望结果Why Rock the Boat now?为什么现在要变?OVERCONFIDENT 盲目乐观型Probability of Sale is Nil 没销售机会Perceived REALITY 认为的现实Today Caused by: 今天由于False Reading of Situation 对现实错误认识Sights Set Too Low 眼光太低RESULTS needed 需要结果Your proposal’s seen asNegative Impact on REALITY 你的方案好象有负面作用“Who needs your proposal? 谁要你的方案?I’ve Never Had it so good.”没有它我一直做的很好.Strategic selling 27RATINGS打分•+5 Enthusiastic Advocate •+4 Strongly Supportive •+3 Supportive •+2 Interested •+1 Will go along•-1 Probably Won't Resist •-2 Uninterested •-3 Mildly Negative•-4 Strongly for Competition •-5 Antagonistic Anti-Sponsor•+5 全力拥护•+4 大力支持•+3 支持•+2 有兴趣•+1 进一步了解•-1 也许不会反对•-2 不感兴趣•-3 非常反对•-4 大力支持竞争对手•-5 对抗Example A Example B Mode 模式Rating 打分Mode 模式Rating 打分Economic 经济EK 保守-2T 困难+3User 使用者T 困难+3EK 保守-2Technical 技术T 困难-3EK 保守-2Coach 教练G 增长+4T 困难+5Strategic selling 29BUYING INFLUENCE CHARTECONOMIC: release $$经济型Dan Farley G +2增长型USER: judges impact on job 使用者型Doris green G +3增长型Harry Barnes EK -2保守型TECHNICAL: screens out 技术型Garry Steinberg T –4增长型Will Johnson OC –4Harry Barnes EK -2保守型COACH(ES): guides me on this sale 教练型Doris green G +3增长型Andy Kelly T +4困难型买方影响力图表SELLER ( I )WINLOSE WIN I WIN YOU WINI LOSE YOU WINB U Y E R (YOU)LOSEI WIN YOU LOSE I LOSE YOU LOSEStrategic selling 31Contents 内容•Introduction •Buying influences •Buying Influence Modes ⇒Sales Funnel •Ideal Customer •Strategic Analysis •Summary•介绍•买方影响力•买方影响力种类⇒销售漏斗•理想客户•客户档案分析表•小结SALES FUNNEL 销售漏斗•Selling time is a resource of which we never have enough.•Selling priorities and time allocation are not synonymous.•Every sale requires three different kinds of selling work.•The Sales Funnel helps to bring about a balance among all three.•销售时间也是一种资源, 我们永远觉得不够•销售优选级和时间的分配不能划等号•每个销售人员有3种不同的销售工作•销售漏斗可以帮助你平衡这三方工作Strategic selling 33To be a successful sale professional we must be able to do three kinds of selling work:•Prospect and Quality •Cover-the-Bases •Close the Order•开发并确认新项目•项目跟踪•达成协议作为一个成功的职业化销售人员, 我们必须能做这三种工作:SALES FUNNEL 销售漏斗Data suggest a possible order or fitAbove Funnel 漏斗上In Funnel 漏斗中Contacted at least one Buying Influence至少与一个买方决策人接触Best Few 成熟项目Order is expected in 1/2(or less) of the normal selling cycle 订单要在至少正常周期一半时间内下来ORDER 订单Kind of work=QUALIFY 判断选择Kind of work=COVER THE BASES 项目跟踪Kind of work=CLOSE 达成协议Data verifies a possible order 确认有可能订单I know next stepsLittle or no luck involved 我知道下一步, 不是靠运气Strategic selling 35To be a successful sales professional we must be able to do 3 kinds of selling work:作为一个成功的职业化销售人员,我们必须能做这三种工作:PROSPECT & QUALIFY 潜在客户判断选择COVER-THE-BASES 项目跟踪CLOSE THE ORDER 达成协议PRIORITIES 优先Allocation 时间分配( amount of time to each)Above Funnel漏斗上20%70%40%In Funnel 漏斗中20%10%20%Best Few 成熟项目60%20%40%TonyHarry AnnStrategic selling 37IN ORDER TO ALLOCATETIME PERCENTAGES, YOU NEED TO CONSIDERTHESE FACTORS:1. Number of tasks to be performed to move to next funnel step.2. Quality of work to be done3. Dollar pay-off involved4. Product mix quotas needed ( e.g. low dollar pay-off product may be a quota requirement for bonus ).5. Investment in the future ( momentum)6. To accommodate buying cycles.1. 要使项目进展成下一个“漏斗状态”所要做的工作2. 要做的工作的质量.3. 资金花费4. 未来投资趋势5. 顺应购买周期6. 在分配你的时间时, 你需要考虑以下因素:在分配你的时间时, 你需要考虑以下因素:Contents 内容•Introduction •Buying influences •Buying Influence Modes •Sales Funnel ⇒Ideal Customer •Strategic Analysis •Summary•介绍•买方影响力•买方影响力种类•销售漏斗⇒理想客户•客户档案分析表•小结Strategic selling 39IDEAL CUSTOMER 理想客户•The closer the prospect is to your Ideal Customer profile, the better the fit, the easier the sale.•The further away the prospect is from your Idea Customercriteria, the more problems are likely.•Ideal Customer criteria can be used as a sorting device or to anticipate and deal with difficulties.•客户距你理想客户的标准越近, 他就越适合你, 销售就越容易.•客户距你理想客户的标准越远, 销售时困难就越多.•理想客户标准可被用作一种筛选工具, 或用于预计和对付困难.IDEAL CUSTOMER 理想客户UNIVERSEAbove Funnel漏斗上In Funnel 漏斗中Best Few 成熟项目ORDER 订单Strategic selling 41RESULTS…are product related; they describe your product’s impact on the Buying influence’s business processesWINS…are personal and describe how the Buying influence gains from the results.Organizations obtain results, only people can win.组织得到结果, 只有个人能赢.销售结果是与产品相关.它们描述你的产品对买方业务流程的影响•合作•运输•监控质量•在过程中产品的（如，简易、快捷、低成本、高质量）•可触及、可测量、可监控•人们买什么？结果过程产品Strategic selling 43•需要满足•心理需求•生理需求购买影响力自身利益赢•个人承诺的实现•影响和强化某人的价值观和态度•不可触及、不可测量、不可监控的•人们购买的原因个人购买力个人利益“赢”与结果客户过程产品Strategic selling45WIN-RESULT CHART 销售结果分析图Buyers 买方Results 结果Wins 嬴Dan Farley (EB)Productivity increase 生产率提高Doris Green ( UB)Less overtime; 加班减少PerformanceMaintain feeling of departmental control 保持部门控制感觉Harry Barnes(UB, TB)Continued reliability 持续可靠Security 安全Gary Steinberg (TB)Move inventory faster 库存更快转移Will Johnson (TB)Easy credit arrangements 便利的借贷安排Enhance reputation with management 增强管理威信SUMMARY 总结•Order alone is not enough •Satisfied Customer •Long-Term Relationships •Repeat Business •Referrals•订单并不是全部•客户满意要牢记•长期关系要保持•回头客是更重要•传递信息, 知识, 方案, 观念, 也是重要部分Strategic selling 47。
重点客户该如何销售(英文版)
重点客户该如何销售(英文版)Selling to key customers requires a strategic approach that focuses on building strong relationships and understanding their specific needs and preferences. Here are some key strategies to successfully sell to important customers:1. Research and understand the customer: A thorough understanding of the customer is crucial before any sales pitch. Research their business, industry trends, and competitors to identify potential pain points they may have. This helps tailor your sales approach and offer solutions that address their specific needs.2. Build trust and credibility: Key customers value trust and credibility in their business partners. Establishing yourself as a reliable and knowledgeable expert in your field can significantly enhance your chances of making a successful sale. This can be achieved by providing high-quality products or services, offering industry insights and solutions, and delivering on promises made.3. Personalize the sales approach: Recognize that each key customer is unique and requires personalized attention. Customize your sales approach to align with their specific needs and preferences. This could involve creating customized product packages, offering exclusive discounts, or providing additional services that cater to their requirements.4. Establish ongoing communication: Key customers require constant attention and communication to ensure their satisfaction. Develop a regular communication plan to stay engaged with them on a consistent basis. This can include scheduled check-ins,monthly or quarterly business reviews, or sending relevant industry updates and insights.5. Offer value-added services: Stand out from competitors by offering value-added services that go above and beyond the basic product or service offering. This could include after-sales support, training programs, or access to exclusive events or industry networks. Demonstrating that you are invested in their success and providing added value strengthens the customer relationship.6. Anticipate their needs: Stay proactive and anticipate the needs of key customers. By keeping up with their industry trends and challenges, you can offer timely solutions before they even realize the problem exists. This positions you as a trusted partner who is committed to their success and generates long-term loyalty.7. Provide exceptional customer service: Excellent customer service is essential when selling to key customers. Train your sales team to prioritize prompt and efficient customer support and respond to inquiries or concerns in a timely manner. This helps build trust and demonstrates your commitment to their satisfaction.8. Seek feedback and continuous improvement: Regularly seek feedback from key customers to gauge their satisfaction levels and identify areas for improvement. Actively listen to their suggestions and implement changes as needed. Showing that you value their opinions and are committed to continuous improvement can strengthen the customer relationship and lead to increased loyalty. In conclusion, selling to key customers requires a strategicapproach that focuses on building strong relationships, understanding their specific needs, and providing personalized solutions. By implementing these strategies, businesses can effectively sell to their most important customers and foster long-term partnerships.继续营销相关主题，1500字9. Develop a customer-centric mindset: To successfully sell to key customers, it is essential to adopt a customer-centric mindset. Make it a priority to understand their goals, challenges, and motivations. This will help you align your sales efforts with their needs and provide solutions that truly add value to their business. By putting their needs first, you can build strong relationships and become a trusted advisor.10. Create a personalized buying experience: Key customers expect a personalized buying experience that caters to their unique needs and preferences. Tailor your sales approach to provide a seamless and customized experience from the first interaction to the final purchase. This can include personalized offers, customized pricing plans, and a dedicated point of contact to ensure a smooth and enjoyable buying journey.11. Leverage technology and data: The use of technology and data can greatly enhance your sales efforts with key customers. Implement a customer relationship management (CRM) system to track interactions and gather valuable insights about their preferences and buying patterns. This data can help you better understand their needs and anticipate future requirements, allowing for more targeted and effective sales strategies.12. Collaborate and co-create solutions: Key customers often appreciate collaborative partnerships that go beyond simply selling a product or service. Engage in open dialogues and brainstorming sessions to co-create solutions that address their specific challenges and goals. This collaborative approach not only strengthens the relationship but also leads to more innovative and customized solutions.13. Offer incentives and rewards: Key customers value recognition and incentives for their loyalty and continued partnership. Consider implementing a loyalty program or offering exclusive rewards for their business, such as access to premium features, priority support, or VIP events. These incentives can reinforce the customer's decision to choose your product or service and foster long-term loyalty.14. Monitor and measure customer success: Regularly monitor key customers' success and measure the impact of your solutions on their business. Set performance metrics and conduct regular reviews to ensure that you are meeting and exceeding their expectations. This allows for course correction if needed and demonstrates your commitment to their ongoing success.15. Foster a culture of customer advocacy: Encourage your entire organization, not just the sales team, to embrace a culture of customer advocacy. Empower employees to go the extra mile for key customers and foster a sense of ownership and responsibility. When every department is aligned and working towards customer success, it creates a positive and impactful customer experience.16. Establish long-term partnerships: Selling to key customers is not just about making a one-time sale. Focus on building long-term partnerships based on trust, mutual value, and shared goals. Continually work on nurturing and strengthening the relationship, even after the initial sale. This can involve providing ongoing support, offering loyalty benefits, and regularly seeking feedback to ensure their satisfaction.17. Monitor competitor activities: Keep a close eye on your competitors and their activities within the key customer's industry. Stay updated on any new products, promotions, or strategies they may be implementing. This information can help you identify potential risks and opportunities, allowing you to differentiate yourself and stay ahead in the market.18. Adapt and evolve with customer needs: The needs and preferences of key customers may change over time. Stay adaptable and continuously evolve your sales strategies to meet their evolving needs. Regularly reassess and update your offerings to ensure they remain relevant and valuable. Proactively seek feedback and listen to their changing requirements to stay ahead of the curve and maintain a competitive edge.19. Celebrate customer successes: When key customers achieve significant milestones or successes, celebrate and acknowledge their achievements. This can involve sharing their success stories on your website or social media platforms, organizing special events to recognize their achievements, or presenting them with awards or certificates of appreciation. By celebrating their successes, you reinforce the partnership and create positive brandassociations.20. Continuously learn and improve: Selling to key customers is an ongoing learning process. Stay committed to continuous improvement by investing in sales training, staying updated on industry trends, and seeking advice and insights from industry experts. By continuously learning and improving, you can adapt to changing market dynamics and consistently provide the best possible solutions to your key customers.In conclusion, successfully selling to key customers requires a strategic and customer-centric approach. By understanding their unique needs, providing personalized solutions, and fostering strong relationships, businesses can effectively sell to their most important customers and drive long-term success. Embrace innovation, leverage technology and data, and continually adapt and improve to stay ahead of the competition and meet the evolving needs of your key customers.。
大客户销售谋略英文PPT159
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.
+ 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
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.
销售技巧(英文版)
•Evaluation of Proposals •And Selection of Suppliers
•Selection of •an Order Routine
•Initiating the Relationship
•Initiating the Relationship
• Gathering and Studying • Pre-call Information • Approaching and Initiating • Contact • Assessing the Situation and • Discovering Needs
• Buyers are Larger but Fewer in Number • Derived Demand • Higher Levels of Demand Fluctuation • Purchasing Professionals • Multiple Buying Influences • Close Buyer-Seller Relationships
Phase Five
Acquisition and Analysis of Proposals
Evaluating Suppliers and Products Multi-Attribute Model
– Assessment of Product or Supplier Performance (P)
– Missionary Salespeople
• Detailer
– Technical Support Salespeople
• New Business
大客户销售决策谋略(英文版)
大客户销售决策谋略(英文版)In today's highly competitive business environment, selling to big clients is crucial for the success and growth of any organization. However, securing sales with major clients requires careful planning and strategic decision-making. Here are some strategies that can help sales teams effectively sell to big customers:1. Research and Identify Potential Big Clients:Before approaching big clients, conducting thorough market research is essential. This research should focus on identifying major companies in the target industry that have a need for the products or services offered by the selling organization. Identifying the right big clients is crucial to determine the potential return on investment and maximize the chances of success.2. Understand the Client's Needs and Pain Points:To sell effectively to big clients, it is important to understand their specific needs and pain points. Conducting in-depth conversations and consultations with key decision-makers at the client's organization will help uncover their unique challenges and requirements. This knowledge will enable sales teams to tailor their approach and solution to provide maximum value to the client.3. Build Strong Relationships:Building strong relationships with big clients is vital for long-term success. Sales teams should invest time and effort in developing meaningful connections with key stakeholders within the client's organization. This involves regular communication, networking, personalized engagement, and providing exceptional customer service. These efforts will help create trust, loyalty, and a strongreferral base.4. Demonstrate Value and Differentiation:To win over big clients, sales teams must clearly communicate the value proposition and unique selling points of their products or services. It is essential to demonstrate how the offering can solve the client's challenges and improve their business performance. Sales teams should focus on highlighting the competitive advantages, such as cost savings, efficiency improvements, increased revenue, or customer satisfaction, that the client can expect to gain by choosing their organization.5. Provide Superior Post-Sale Support:Big clients expect a high level of service and support post-sale. Sales teams should ensure a smooth onboarding process and provide ongoing assistance and guidance to the client. Timely response to inquiries, accurate order fulfillment, and proactive troubleshooting are key aspects of superior post-sale support. This will not only help build long-term relationships but also lead to potential upselling or repeat business from satisfied clients.6. Adapt and Customize the Offering:Big clients often have unique requirements that differ from smaller customers. Sales teams must be willing to adapt and customize their product or service to meet these specific needs. This may involve modifications to the product, contract terms, pricing, or other aspects of the offering. Flexibility and willingness to accommodate the client's demands will significantly increase the chances of securing the sale.In conclusion, successfully selling to big clients requires a strategic approach that focuses on thorough research, understanding client needs, building relationships, demonstrating value, providing excellent post-sale support, and adapting to the client's requirements. By implementing these strategies, sales teams can enhance their chances of closing deals with big clients and driving business growth.Selling to big clients is not an easy task. It requires a dedicated effort and a strategic approach. Here are some additional strategies to consider when selling to big clients:7. Develop a Strong Value Proposition:To stand out from the competition, it is important to develop a compelling value proposition that clearly articulates why the client should choose your organization over others. The value proposition should highlight the unique benefits and advantages of your product or service and demonstrate how it can solve the client's pain points or challenges. It should be tailored to the specific needs and goals of the client, and should be communicated effectively during sales presentations and discussions.8. Create a Customized Sales Approach:Every big client is unique, and a one-size-fits-all sales approach is unlikely to be effective. Tailor your sales approach to each individual client by understanding their business objectives, industry trends, and competitive landscape. This customized approach should address the client's specific pain points and demonstrate how your offering can help them achieve their goals. This will show the client that you have taken the time to understand their needs and are invested in their success.9. Leverage Testimonials and Case Studies:Big clients often want to see evidence of your organization's track record and success. Leverage testimonials and case studies from previous clients to demonstrate your capabilities and effectiveness. Highlight successful implementations, positive results, and satisfied clients. This social proof can help build confidence and trust with potential big clients and showcase your ability to deliver on promises.10. Highlight Industry Expertise and Thought Leadership: Showcasing your organization's industry expertise and thought leadership can be a powerful tool when selling to big clients. Share relevant industry insights, trends, and best practices with the client to position yourself as an authority and trusted advisor. Share whitepapers, articles, and educational materials that showcase your knowledge and expertise. This will not only build credibility but also establish your organization as a valuable resource for the client.11. Leverage Networking and Referral Opportunities:Big clients often have a wide network of connections in the industry. Engage in networking activities and attend industry events to meet potential big clients and build relationships. Additionally, encourage satisfied clients to provide referrals or testimonials. A referral from a trusted source can significantly increase the chances of winning over a big client.12. Provide Proactive Support and Continuous Improvement:To maintain a successful relationship with big clients, it is important to provide proactive support and continuously seek waysto improve the value you offer. Regularly communicate with the client to address any concerns or issues, and proactively offer suggestions on how to optimize their use of your product or service. This level of attentiveness and ongoing improvement shows the client that you are committed to their success and are invested in their long-term satisfaction.13. Offer Competitive Pricing and Terms:Pricing plays a crucial role when selling to big clients. It is important to offer competitive pricing that aligns with the value you provide. Conduct a thorough analysis of the market and competitors to ensure your pricing is in line with industry standards. Additionally, be flexible with contract terms, such as payment schedules and delivery options, to accommodate the client's preferences. This will help position your organization as a trusted partner that is willing to work with the client to meet their unique needs.14. Develop a Long-term Account Management Strategy: Winning a big client is just the first step; maintaining and growing the relationship over time is equally important. Develop a long-term account management strategy that focuses on nurturing the relationship, providing ongoing support, and identifying opportunities for upselling or cross-selling. Regularly review and assess the client's evolving needs and goals, and proactively offer solutions that can help them achieve continuous improvement and success.Selling to big clients requires a well-thought-out strategy, a deep understanding of the client's needs, excellent customer service, andcontinuous commitment to delivering value. By implementing these strategies, sales teams can enhance their chances of winning and maintaining relationships with big clients, which can significantly contribute to the growth and success of the organization.。
金其庄大客户策略销售英文版
长期规划
制定长期合作规划，明确双方的 合作目标、战略和计划，确保合
作的稳定性和持久性。
合作深化
通过不断深化合作，拓展合作领 域和项目，提升双方的合作层次 和效果。同时加强与其他部门的 协同合作，为大客户提供更加全
面和专业的服务。
06
大客户策略销售案例分析
成功案例分享
案例一
与全球知名科技公司合作
策略
深入了解客户需求，提供专业的 咨询服务，并展示公司的技术实 力。
结果
成功获得客户的信任，实现多次 合作，并扩大了市场份额。
失败案例分析
案例一
与初创公司合作
背景
金其庄公司与一家初创公司展开合作，为其 提供智能办公解决方案。
失败原因
对客户需求理解不足，产品不符合客户期望 ，且售后服务不到位。
失败案例分析
建立定期跟进和反馈机制，及时解决实施过程中 遇到的问题，确保销售策略的顺利实施。
04
大客户销售技巧和谈判
建立信任关系
总结词
建立信任关系是成功进行大客户销售的关键，需要销售人员展现专业性、诚信和可靠性 。
详细描述
在销售过程中，销售人员需要了解客户的需求和期望，提供专业的解决方案，并确保产 品或服务的可靠性和质量。通过持续的互动和沟通，销售人员可以与客户建立互信关系
谈判策略和技巧
要点一
总结词
掌握谈判策略和技巧是成功进行大客户销售的重要环节， 需要销售人员具备较高的谈判技巧和策略意识。
要点二
详细描述
在与客户进行谈判时，销售人员需要了解客户的利益诉求 和底线，同时也要明确自己的利益和底线。在此基础上， 销售人员需要运用各种谈判技巧，如让步、妥协、威胁等 ，以达成有利于双方的协议。此外，销售人员还需要具备 较高的策略意识，能够根据不同的谈判环境和对手情况， 灵活调整谈判策略和技巧。
大客户销售技巧
B.开放：决策者必须对以下方面持有开放的态度；需
要改变/谋求改进/有助于实现其目标的想法/解决问题/ 购买的想法。
C.评估： 决策者所提供的产品或服务将如何满足他的
主要目标进行评估。
D、决策：决策者的决定；
购买/不购买/依然对购买持有开放的态度。
E、认知：决策者被告之，然后认识并了解销售人员
我说：考虑什么呢
销售人员：考虑这个手表，买还是不买
我说： ，不会吧，现在就要买，我要考虑一下。
销售人员：你还考虑什么呢先生，我告诉你，目
大客户与消费品的客户差异
个人与家庭客户 （消费品客户做主
许多人与采购有关
采购金额不同 较小，大金额重复购买少 较大，会重复购买
20/80法则与大客户
20/80法则------解释为一家企业80%的收益来 源于20%的客户。 也就是说，20%客户创造了企业80%的收益， 这部分客户才是企业生存和发展的命脉，是企 业的大客户。
公司选择大客户的标准
1. 客户的采购数量(特别是对公司的高利产品的 采购数量)；
2. 采购的集中性； 3. 对服务水准的要求； 4. 客户对价格的敏感度； 5. 客户是否希望与公司建立长期伙伴关系；
的客户。
◆管理层，他们可能不一定直接使用这些设备，但是他 们负责管理这个部门。比如像编辑部的主任。
◆决策层，在采购过程中，他们参与的时间很短，但是 每次他们参与的时候，就是来做决定的。
从职能上分，可以把客户分成3个类别：
◆使用部门，使用这些设备和服务的人。
◆技术部门，负责维护或者负责选型的人。 ◆财务部门，负责审批资金的人。
[案例讨论]
1. 你认为以产品为中心的销售与以客户满意为中心的销售之间