大客户销售战略课件

,Cliquez pour modifier les styles de texte du masque,Second niveau,Troisi鑝e niveau,Quatri鑝e niveau,Cinqui鑝e niveau,Strategic selling,1,Strategic 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).,KEY OUTCOMES,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,Contents,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,Future chock,ANALYZE THE SITUATION,组织结构分析,(,某机场压电配电工程组织结构图,),ANALYZE THE SITUATION 组织结构分析,Identify Relevant Individuals,确认有关对象,(,某机场压电配电工程组织结构图,),Identify Relevant Individuals,INDENTIFY ROLE,确认有关对象的作用,(,某机场压电配电工程组织结构图,),INDENTIFY ROLE 确认有关对象的作用(某机场压,WHAT IS A STRATRGIC SALE?,Selling organization has many options available.,Many people involved,Many levels involved,Buying organizations decision-making process is complex.,Product being sold may be highly 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,WHAT IS A STRATRGIC SALE?,STRONG STRATEGY,重要的策略,Leverages strengths(capitalizes),minimizes or eliminates areas of uncertainty.,平衡我方优势,(,可利用资源,),减小或消除一切不定因素,STRONG STRATEGY 重要的,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,A,B,C,D,E,BEST POSITION,最佳切入点,ACTION PLAN,行动计划,1st,2nd,3rd,4th,Analyze,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,WHAT DO WE MEAN BY SETTING SAL,SINGLE 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 dont 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 单一项目,Single Sales Objective,单一销售目标,Total#Single,Sales Objectives_,总计项目个数,Total,Dollars$_,总计金额,Single Sales Objective 单一销售目标T,Contents,内容,Introduction,Buying influences,Buying Influence Modes,Sales Funnel,Ideal Customer,Strategic Analysis,Summary,介绍,买方影响力,买方影响力种类,销售漏斗,理想客户,客户档案分析表,小结,Contents,BUYING INFLUENCES,购买影响力,Every sale has 4 types of Buying Influences,Each type describes a role in the sale.,To Increase Probability Of,Success You Need To:,Identify,all,influences,Understand,each,influences job focus,每个项目均有四种影响力,每种在销售过程中有一定作用,为提高成功率,你需要,:,确认所有的影响力,明白每种影响力的工作重点,BUYING INFLUENCES 购买影响,ECONOMIC BUYING INFLUENCE,Role,To give final approval to buy(only one,per sale),(Note:May be one set of people such as a board or,committee),Who are they,Direct access to$,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,),ECONOMIC BUYING INFLUENCE Ro,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 Users 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,USER BUYING INFLUENCE Role:,TECHNICAL BUYING INFLUENCE,Role:,To screen out(often several or many),Who are they,Judges measurable,quantifiable aspects of your proposal,Gatekeeper,Makes recommendations,Cant say yes(I.e.,final approval),Can say no-often does,Focus,Product 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,TECHNICAL BUYING INFLUENCE Ro,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,),COACH Role:作用:指导销售(至少发展一名,COACH,CRI