重点客户的销售方法分析(英文版)

Status Mode Politics Resources Performance
Level 1
Considered
Level 2
Preferred
Level 3
Dominant
Reactive
Responsive
Proactive
Aware
Agile
Astute
Premature or Excessive
§Communicate the key issues more effectively using a common language
Output
§Comprehensive assessment of your current sales opportunity
Page 2.8
Introduction
probing your weaknesses
ቤተ መጻሕፍቲ ባይዱ
§ Players change § Meetings cancelled § Meetings delegated § Preoccupied with price § No inside support
§Not knowing you’re winning
§Not having fun
Opportunity Assessment
1
Assess the Opportunity
2
Set the Competitive Strategy
3
Identify the Key Players
4
Define the Relationship Strategy
5
Turn Ideas Into Actions
Personal
It is difficult to control external events unless you are
in control.
§ Always 5 minutes late § Too many hours § Too much telephone time § Continual crisis
6
Test and Improve the Plan
7
Implement the Process
Purpose
§Provide you with a structured, repeatable methodology for analyzing a sales opportunity
Benefits
sales opportunity
Enabling you to communicate more effectively with
your team
Shifting your sales focus from tactical to strategic
Program Map
Target Account Selling Process
重点客户的销售方法分 析(英文版)
2020年4月18日星期六
Program Objectives
Help you win by... Focusing on the right issues with the right people
at the right time
Developing and testing a comprehensive plan for your
Level 1
Event
Level 2
Process
Product/Service
Business
Technology
Services
Price
Cost
Operations
Management
Level 3
Outcome Political Solution
Value Executive
Development
7
Implement the Process
Program Modules
Opportunity Assessment
Strategy
Politics Alignment Planning
Testing Implementation
Versatility
Focus Orientation Repertoire Finance Relationships
§Qualify opportunities faster and more effectively by analyzing them from the most critical customer, business and competitive perspectives
§Invest time, energy and resources on the opportunities you are most likely to win
1
Assess the Opportunity
2
Set the Competitive Strategy
3
Identify the Key Players
4
Define the Relationship Strategy
5
Turn Ideas Into Actions
6
Test and Improve the Plan
ABC
Current: good win rate
+
§Z = 1
X YZ
Potential
–
§Z = 0 §A – C Compromised §X & Y Lost §Z = -1
Page 2.9
Four Key Questions - The 4 Principles of Selling
Inconsistent
Timely & Judicious High ROI
Consistently Achieves
Reliably Exceeds
Not in Control
Sales
Control is providing business value for the customer while forcing the competition to operate in react mode.
§ Unreturned phone calls § No access to information § Criteria slanted § Criteria constantly changes § Delays § Budget goes away § Questioning by customers