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De cisionI:Rec ognitio n O fNeeds VChange OverTim eIVIm ple men ta tio nIIIRes olutio n O fConcern sIIEva luat io n O fOptio n sBuyer CycleCustom er Decisio n Proce ss大客戶銷售謀略 ? , ? ? ? ? , ? ? ? . . . ? 1 ? ? ? ? ? ? 2 ? ’ s ? ? ? ? De cisionI:Rec ognitio n O fNeeds VChange OverTim eIVIm ple men ta tio nIIIRes olutio n O fConcern sIIEva luat io n O fOptio n sBuyer CycleCustom er Decisio n Proce ss客戶是如何做決策的 ? ? ? ? ? ? ? ? . ? a ? a ? ? ? ? A , , , . ? a . ? ? A . ? ? ? ? 20/80 ? ? : A ? ? ? ? ? ? 35,000 27 ? 10,000 ? (, , , ) Decision I: Recognition Of Needs V Change Over Time IV Implementation III Resolution Of Concerns II Evaluation Of Options Buyer Cycle Customer Decision Process A ? ? A : ? , , ? .。 。 。 ? 。 . 1. ? A: ? , , . ? 10 ? : ? . ? a , a . ? a ? () ? : ? , , . ? . ? a . , , . ? ? ? . ? A , . ? . ? ? . ? . ? ? ? ? a ? ? a ? a 1 ? ’ s ? ? ? ? ? ’ . ? a ? ? a ? De cisionI:Rec ognitio n O fNeeds VChange OverTim eIVIm ple men ta tio nIIIRes olutio n O fConcern sIIEva luat io n O fOptio n sBuyer CycleCustom er Decisio n Proce ss強(qiáng)大的銷售工具 —— 提問策略 準(zhǔn)備 ? ? . ? : ? ’ s ? ? ? , . ? : ? .? ? ? ’ s ? . ? a , . ? ? a ? . ….? ? …? , , , , ? ? , . ? . I . a . ? ? a ’ s . . I … I … ? a , a . ? . , ? a , . : … , .. ” ? . , …. 8% . ? a ? . $400. a . : I : I . ― ‖ . ? ? ? ? ? ? ? s ? ? ? ? ? De cisionI:Rec ognitio n O fNeeds VChange OverTim eIVIm ple men ta tio nIIIRes olutio n O fConcern sIIEva luat io n O fOptio n sBuyer CycleCustom er Decisio n Proce ss強(qiáng)大的銷售工具 理解你的客戶 準(zhǔn)備 ? ? ? ? ? : ? a ’s ? ? ’s ? ’s / ’s Physiological Safety Belonging Esteem SelfActualisation % B V E ’s : E : B : S : P : : E : B : CEO Senior VP Sales Marketing Senior VP CFO VP Field Operations Marketing Director Director of RD Director of Mfg. Director of IT Controller SA E SA B B SA E E B B Innovators Visionaries Pragmatists Conservatives Laggards Status Quo Reference Sites What They Want What They Buy Your Value Proposition Not to be left behind Evolution Solve Problems Revolution Recognition State of the art Trials Tests Customised Solution Total Solutions Industry standards at low price with no risk Enhancement of existing services Product excellence Innovation Future Competitive Advantage Return on Investment Guarantees Investment protection I : V : P : C : L : CEO Senior VP Sales Marketing Senior VP CFO VP Field Operations Marketing Director Director of RD Director of Mfg. Director of IT Controller SA E SA B B SA E E B B V V V P P I I L C C “ ?” $ T R B B : R : F : T : CEO Senior