【正文】 The message driven sales process ? Name: __________________________ Instructor: ______________________ Week: __________________________ RolePlay Group : ________________ Case Study Team: _________________ 信息驅(qū)動(dòng)的銷售過(guò)程 ? 姓名 : __________________________ 講師 : ______________________ 周 : __________________________ 角色表演小組 : ________________ 案例研究小組 : _________________ CustomerCentric Selling174。 Skills Prospecting Business Development Alignment (3Dimensional) – Personal – Buying Influence Starting Point – Horizontal Solution Development Key Player Qualification Opportunity Qualification Control Establishing Business Value Negotiation CCS Process Management MODULE 1 MODULE 2 MODULE 3 MODULE 4 MODULE 6 MODULE 7 MODULE 8 MODULE 5 CustomerCentric Selling174。 技術(shù) 潛在主顧和業(yè)務(wù)發(fā)展 組合 (3維 ) –人員 –采購(gòu)權(quán)力人起點(diǎn) –水平線 解決方案開(kāi)發(fā) 關(guān)鍵人物資質(zhì)認(rèn)定 機(jī)會(huì)認(rèn)定和控制 建立商業(yè)價(jià)值 談判 CCS 流程管理 模塊 1 模塊 2 模塊 3 模塊 4 模塊 6 模塊 7 模塊 8 模塊 5 Workshop Outline Day 1 12:00pm Workshop begins 3:00pm Break 6:00pm End of Workshop Begin Team Assignment Day 2 8:00am Workshop begins 10:00am Break 12:00pm Lunch 3:00pm Break 5:30pm End of Workshop Begin Team Assignment Day 3 8:00am Workshop begins 10:00am Break 12:00pm Lunch 3:00pm Break 5:30pm End of Workshop Begin Team Assignment Day 4 8:00am Workshop begins 12:30pm Workshop ends Rules of Engagement Speak up if there is a problem ? Temperature ? Coffee ? Lighting Please be respectful of the workshop environment: Turn cell phones pagers off. NOTE: There are 2 3 hours of team homework each evening. Lunch is scheduled daily from 12:00 PM to 1:00 PM. There are breaks in the morning and afternoon. Adjournment on Day 4 will be by 12:30PM. Event Kickoff Workshop Objectives RACS Objectives Workshop Modules CCS Core Concepts RA Process Map Introduction to CCS Selling Issues Management Issues Competency Components Market Knowledge Lab: Case Study Prospect Profile Product Usage Knowledge Exercise: Creating Capabilities (EQPA format) Pages 28 38 MODULE 1: CCS Skill Alignment Personal Starting Point Horizontal CORE CONCEPT 1: You get delegated to the people you talk like Pages 39 58 MODULE 2: CCS Skill Solution Development CORE CONCEPT 2: People are best convinced by reasons they themselves discover CORE CONCEPT 3: No goal, No prospect: The only person who can call it a Solution is the prospect! CORE CONCEPT 4: You can only “ sell” to someone who can “ buy” Looking Vs. Not Looking Initiating Buying Cycles Agenda: Day 1 Key Player Definitions Key Player Opportunity Map Lab: Case Study Opportunity Map CORE CONCEPT 5: Take time to diagnose before you offer a prescription Questioning Etiquette Solution Development Steps Solution Development Prompter?: Plant Manager PAGE 56 ROLEPLAY 1: Basic Solution Development (approx. 50 minutes) 6:00 Wrapup Begin Evening Assignment 12:00 PM 研討會(huì)概要 第 1天 下午 12:00 研討會(huì)開(kāi)始 下午 3:00 休息 下午 6:00 研討會(huì)結(jié)束 開(kāi)始小組任務(wù) 第 2天 上午 8:00 研討會(huì)開(kāi)始 上午 10:00 休息 下午 12:00 午飯 下午 3:00 休息 下午 5:30 研討會(huì)結(jié)束 開(kāi)始小組任務(wù) 第 3天 上午 8:00 研討會(huì)開(kāi)始 上午 10:00 休息 下午 12:00 午飯 下午 3:00 休息 下午 5:30 研討會(huì)結(jié)束 開(kāi)始小組任務(wù) 第 4天 上午 8:00 研討會(huì)開(kāi)始 下午 12:30 研討會(huì)結(jié)束 規(guī)定 如有問(wèn)題請(qǐng)?zhí)岢? ? 溫度 ?咖啡 ? 光線 請(qǐng)維護(hù)研討會(huì)環(huán)境 : 關(guān)掉手機(jī)和呼機(jī) 注意： 每天晚上有 2－ 3小時(shí)的小組作業(yè)。每天午飯時(shí)間是從 12:00 到下午 1:00 。上午、下午都有休息。第 4天的休會(huì)時(shí)間延長(zhǎng)到下午 12:30。 開(kāi)始 研討會(huì)目的 RACS 目標(biāo) 研討會(huì)模塊 CCS 核心概念 RA 程序圖 介紹 CCS 銷售問(wèn)題 管理問(wèn)題 能力構(gòu)成 市場(chǎng)知識(shí) 研究室 : 案例研究潛在客戶概況 產(chǎn)品使用知識(shí) 練習(xí) : 創(chuàng)建能力 (EQPA 公式 ) 第 28 – 38頁(yè) 模塊 1: CCS 技術(shù)－組合 個(gè)人的 起點(diǎn) 水平線 核心概念 1: 你被授權(quán)為代言人 第 39 – 58頁(yè) 模塊 2: CCS 技術(shù)－ 解決方案開(kāi)發(fā) 核心概念 2: 人們最信服他們自己發(fā)現(xiàn)的原因 核心概念 3: 沒(méi)有目標(biāo)就是沒(méi)有潛在客戶，唯一能將其成為解決方案的人就是潛在客戶 ! 核心概念 4: 你只能“賣”給那些能“買”的人。 關(guān)注－不關(guān)注 啟動(dòng)采購(gòu)周期 議程 : 第 1天 關(guān)鍵人物定義 關(guān)鍵人物機(jī)會(huì)圖 研究室 : 案例研究機(jī)會(huì)圖 核心概念 5: 開(kāi)處方前要花時(shí)間診斷 提問(wèn)禮節(jié) 方案開(kāi)發(fā)步驟 方案開(kāi)發(fā)激勵(lì)者 ?: 工廠經(jīng)理 第 56頁(yè) 角色表演 1: 基本解決方案開(kāi)發(fā)（大約 50分鐘） 6:00 結(jié)束 并開(kāi)始布置作業(yè) 12:00 PM Review of Day 1 Pages 59 82 MODULE 2: CCS Skill Solution Development, continued Revisit Competency Components RA Process Map, continued CORE CONCEPT 6: Emotional decisions are justified by value and logic Requirements Vs. Vendor A, B, C… Success Story Components Conversational Road Map 1: Inbound Contact Goal Identification Menu of Goals/Success Story Solution Development (by Proxy) Current Situation/Capabilities w/Value Measurement Goal Expansion CORE CONCEPT 7: Make yourself equal THEN make yourself different…Otherwise you are just different SelfGenerated Vs. Competitive Vision Exercise: Plausible Emergency Creation ROLEPLAY 2: Enhanced Solution Development Pages 83 106 MODULE 3: CCS Skill Key Player Qualification RA Process Map, continued Sales Call Debrief Questions Letter to Potential Champion (5 Qualification Components) Engaging with Other Key Players Kay Player Qualification Map CORE CONCEPT 8: Bad news EARLY is GOOD news Follow Up to Champion Letter Qualification Decision Points Agenda: Day 2 CORE CONCEPT 9: Don’ t give without getting (Quid Pro Quo) Proof Points Competitive Tactics and Strategies ROLEPLAY 3: Qualify Champion Conversational Road Map 2: Referral Originated Call Call Introduction Objective/Background/Progress to Date Goal Identific