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,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,事业部月度工作汇报,事业部月度工作汇报,工业品销售培训,一,基本知识(极简版 ),2013.9,Evaluation only.,Created with Aspose.Slides for .NET 3.5 Client Pro.,Copyright 2004-2011 Aspose Pty Ltd.,1,工业品(工程项目)营销快速消费品营销,营销大体分为:,Evaluation only.,Created with Aspose.Slides for .NET 3.5 Client Pro.,Copyright 2004-2011 Aspose Pty Ltd.,2,讨论:,工业品采购的特点,Evaluation only.,Created with Aspose.Slides for .NET 3.5 Client Pro.,Copyright 2004-2011 Aspose Pty Ltd.,3,工业品采购的特点,行购买次数少、单笔交易数额大,决策程序复杂、参与决策人员多,决策周期较长,销售渠道短、窄,以直销和二级渠道为主,受广告影响较少,主要靠口碑、品牌、人员促销和客户关系,Evaluation only.,Created with Aspose.Slides for .NET 3.5 Client Pro.,Copyright 2004-2011 Aspose Pty Ltd.,4,二、工业品销售中的事和人,事(甲方采购流程),人(甲方采购流程中各种角色的人),影响因素,Evaluation only.,Created with Aspose.Slides for .NET 3.5 Client Pro.,Copyright 2004-2011 Aspose Pty Ltd.,5,工业品的采购流程,提出问题,寻找解决方案,供应商调查,收集信息,内部沟通、决策,谈判 、采购,购后分析,Evaluation only.,Created with Aspose.Slides for .NET 3.5 Client Pro.,Copyright 2004-2011 Aspose Pty Ltd.,6,甲方购买参与者的角色,倡议者,使用者,执行者,决策者,影响者,Evaluation only.,Created with Aspose.Slides for .NET 3.5 Client Pro.,Copyright 2004-2011 Aspose Pty Ltd.,7,客户购买“魔方”,使用者,影响者,(内部,),决策者,执行者,(外部),倡议,Evaluation only.,Created with Aspose.Slides for .NET 3.5 Client Pro.,Copyright 2004-2011 Aspose Pty Ltd.,8,影响工业品购买决策的因素,购买的重要性、购买金额,产品的技术含量,甲方组织中的人际关系、各参与者的权力与影响力,甲方组织中的利益纠纷、个人利益与组织利益的协调,客户购买决策的程序,销售员的推动力度,Evaluation only.,Created with Aspose.Slides for .NET 3.5 Client Pro.,Copyright 2004-2011 Aspose Pty Ltd.,9,第三篇 工业品营销的几大步骤,一、寻找目标客户,二、项目确认(报备),三、销售推进(技术、商务),四、投标,五、项目执行(产品、款、票据、人),六、客户维护(样板客户、持续购买),Evaluation only.,Created with Aspose.Slides for .NET 3.5 Client Pro.,Copyright 2004-2011 Aspose Pty Ltd.,10,工业品营销案例1,Evaluation only.,Created with Aspose.Slides for .NET 3.5 Client Pro.,Copyright 2004-2011 Aspose Pty Ltd.,11,工业品营销案例,一、项目名称及概况,名诚雅居(公务员小区),共25栋楼,总建筑面积约十万平。,由政府财政拨款和公务员集资,由建集团中置业开发,建公司施工修建。,项目始于2013年9月,竣工时间为2015年6月。,Evaluation only.,Created with Aspose.Slides for .NET 3.5 Client Pro.,Copyright 2004-2011 Aspose Pty Ltd.,12,工业品营销案例,二、甲方组织机构图,Evaluation only.,Created with Aspose.Slides for .NET 3.5 Client Pro.,Copyright 2004-2011 Aspose Pty Ltd.,13,工业品营销案例,三、项目推进过程及结果,2014年7月,第一轮投标共计9家公司参与,入围7家。,2014年8月参加了第二轮报价。通过考察和筛选,2014年9月,5家公司入围,参与最终投标,分别是智能电气、恒运、隆贵、瑞宏和科奥。我公司报价居5家公司中间位置(第三名)最终中标三家,我公司并未中标。,分给我们30万设备。,Evaluation only.,Created with Aspose.Slides for .NET 3.5 Client Pro.,Copyright 2004-2011 Aspose Pty Ltd.,14,工业品营销案例,四、丢单原因,对项目人员分析存在误差,,公关客户不到位,导致最终失利。,Evaluation only.,Created with Aspose.Slides for .NET 3.5 Client Pro.,Copyright 2004-2011 Aspose Pty Ltd.,15,Evaluation only.,Created with Aspose.Slides for .NET 3.5 Client Pro.,Copyright 2004-2011 Aspose Pty Ltd.,16,Evaluation only.,Created with Aspose.Slides for .NET 3.5 Client Pro.,Copyright 2004-2011 Aspose Pty Ltd.,17,Evaluation only.,Created with Aspose.Slides for .NET 3.5 Client Pro.,Copyright 2004-2011 Aspose Pty Ltd.,18,
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