【正文】 Modern Trade Academy 1 Glendinning Management Consultants 2023 Ref: f:\Work\ Unilever KAM Foundation Train the Trainer\ Understanding Customer Needs Modern Trade Academy 了解客戶的需求 Understand the Needs 1 Unilever KAM Foundation Train the Trainer Modern Trade Academy Glendinning Management Consultants 2023 Ref: f:\Work\ Unilever KAM Foundation Train the Trainer\ Understanding Customer Needs 2 Modern Trade Academy 銷售量 價(jià)格 毛利 客戶的需求 客戶 采購(gòu)的個(gè)人需求 主要的商業(yè)需求 支持性商業(yè)需求 獨(dú)特的商業(yè)需求 (努力取得 ) 利潤(rùn) 2 Unilever KAM Foundation Train the Trainer Modern Trade Academy Glendinning Management Consultants 2023 Ref: f:\Work\ Unilever KAM Foundation Train the Trainer\ Understanding Customer Needs 3 Modern Trade Academy 采購(gòu)的個(gè)人需求 ? 目標(biāo)的達(dá)成 ? 自我實(shí)現(xiàn) ? 在老板面前表現(xiàn)良好 ? 充份的信息 ? 順順利利 沒有大意外 ? 好質(zhì)量的簡(jiǎn)報(bào) 3 Unilever KAM Foundation Train the Trainer Modern Trade Academy Glendinning Management Consultants 2023 Ref: f:\Work\ Unilever KAM Foundation Train the Trainer\ Understanding Customer Needs 3 Modern Trade Academy 采購(gòu)的個(gè)人需求 采購(gòu)跟你一樣 也是一個(gè)平凡人 ! 4 Unilever KAM Foundation Train the Trainer Modern Trade Academy Glendinning Management Consultants 2023 Ref: f:\Work\ Unilever KAM Foundation Train the Trainer\ Understanding Customer Needs 5 Modern Trade Academy 客戶需求階層的練習(xí) 20 minutes working in groups Feedback 5 minutes discussion Purpose Purpose Methodology ethodology Timings Ti ings 建立你的客戶的需求階層 與你的客戶經(jīng)理共同來(lái)完成你的 客戶的需求階層 (包含商業(yè)及個(gè)人需求 ) 5 Unilever KAM Foundation Train the Trainer Modern Trade Academy Glendinning Management Consultants 2023 Ref: f:\Work\ Unilever KAM Foundation Train the Trainer\ Understanding Customer Needs 6 Modern Trade Academy 客戶 : ____________ 客戶的需求階層表 采購(gòu)的 個(gè)人需求 主要的商業(yè)需求 支持性商業(yè)需求 獨(dú)特的商業(yè)需求 6 Unilever KAM Foundation Train the Trainer Modern Trade Academy 讓你可以所向披靡 讓你可以不用談判就把東西賣出去 降龍六式 7 Unilever KAM Foundation Train the Trainer Modern Trade Academy Structured Commercial Selling Understand the Needs Reinforce Key Commercial Benefits The Commercial Proposition Agreement to Proceed Securing the Result Current conditions Customer needs establish, create, confirm Questioning / listening Opportunities for benefits Confirm contact interest Check understanding of situation / needs Simple, clear, concise? Does it meet the needs? Does it suggest action? Indicate that the benefits of Proposal can satisfy needs Who does what, when, where Give assurance it’s practical Anticipate questions and objections Feature Benefit Need Ensure Understanding Reinforce that our idea gives him / her what he / she needs Check his / her understanding of the key benefits matching his / her principal needs Offer a choice Get a decision Suggest something we can do Use silence Objective Setting 導(dǎo)引需求 再次強(qiáng)調(diào)好處 提案 取得首肯 鞏固結(jié)果 設(shè)定目標(biāo) 降龍六式 12mins 30sec 6mins 1min 30sec 8 Unilever KAM Foundation Train the Trainer Modern Trade Academy 訂定一個(gè)“聰明”的目標(biāo) Objective Setting 9 Unilever KAM Foundation Train the Trainer Modern Trade Academy 為什么要設(shè)定目標(biāo)呢 ? 10 Unilever KAM Foundation Train the Trainer Modern Trade Academy ? 知道自己想要達(dá)成什么 ? 較有斗志 ? 較有時(shí)間的壓力 較容易達(dá)成目標(biāo) 為什么要設(shè)定目標(biāo) ? 11 Unilever KAM Foundation Train the Trainer Modern Trade Academy 設(shè)定目標(biāo)前先了解 ? 公司目標(biāo)是什么 ? ? 你的整體事業(yè)目標(biāo)是什么 ? ? 產(chǎn)品群目標(biāo)是什么 ? ? 你的客戶的目標(biāo)是什么 ? ? 你的個(gè)人目標(biāo)是什么 ? ? 大部份客戶的目標(biāo)是什么 ? ? 目前每個(gè)目標(biāo)的達(dá)成如何 ? 12 Unilever KAM Foundation Train the Trainer Modern Trade Academy 目的 成功標(biāo)準(zhǔn) 方法 設(shè)定目標(biāo)練習(xí) 每個(gè)人訂出一個(gè)最重要的目標(biāo) 針對(duì)一個(gè)重要的客戶且在未來(lái)十二個(gè)月內(nèi)需要完成的 將下列事項(xiàng)寫在白紙上 : ? 每個(gè)人針對(duì)所負(fù)責(zé)的客戶訂出今天會(huì)議的目標(biāo) 針對(duì)這個(gè)客戶 我想要達(dá)成什么 ? ? 五分鐘 將目標(biāo)寫在白紙上 13 Unilever KAM Foundation Train the Trainer Modern Trade Academy 檢視“聰明”的目標(biāo) 以明確的方式來(lái)訂定預(yù)期的成果 有比較的標(biāo)準(zhǔn) 不會(huì)造成誤解 上司與下屬都能清楚了解 有共同的標(biāo)準(zhǔn)來(lái)幫助測(cè)量 使個(gè)人發(fā)揮潛能 使企業(yè)發(fā)揮潛能 所謂達(dá)成目標(biāo)有明確的數(shù)量化指標(biāo) 有助于評(píng)量 何時(shí) 后續(xù)跟進(jìn) 回顧 行動(dòng) 維持動(dòng)機(jī) 不能太簡(jiǎn)單 與下列有所關(guān)聯(lián) ?公司整體 ?產(chǎn)品品類 ?客戶 S 明確 M 可衡量 A 有挑戰(zhàn)性 R 實(shí)際的 T 及時(shí)的 14 Unilever KAM Foundation Train the Trainer Modern Trade Academy 目標(biāo)的設(shè)定 重點(diǎn)摘要 ? 所有的目標(biāo)都必需符合“聰明”的原則 ? 若不符合“聰明”原則 ,就不是一個(gè)目標(biāo) ? 卓越的表現(xiàn)是來(lái)自“聰明”目標(biāo)的領(lǐng)導(dǎo) ? 請(qǐng)將目標(biāo)轉(zhuǎn)化為行動(dòng) 15 Unilever KAM Foundation Train the Trainer Modern Trade Academy 導(dǎo)引需求 Understanding the Needs 16 Unilever KAM Foundation Train the Trainer Modern Trade Academy Structured Commercial Selling Understand the Needs Reinforce Key Commercial Benefits The Commercial Proposition Agreement to Proceed Securing the Result Current conditions Customer needs establish, create, confirm Questioning / listening Opportunities for benefits Confirm contact interest Check understanding of situation / needs Simple, clear, concise? Does it meet the needs? Does it suggest action? Indicate that the benefits of Proposal can satisfy needs Who does what, when, where Give assurance it’s practical Anticipate q