【正文】 ays? – 產(chǎn)品或服務是否有缺陷、會失敗的或送貨延遲？ – Poor feedback and response from senior management? – 高層管理的負面反饋、反應 – Poor feedback and response from end users? – 使用者的負面反饋、反應 70 Associated Risks and Obstacles 相關的風險與障礙 ? Do you have any concerns with regards to our working arrangements? 不知道針對這樣的合作方式，您有什么建議？ ? Are there any concerns from your senior management with regards to working with us for the first time? 不知道你們公司高層針對第一次與我們合作，會有什么顧慮？ 71 Provide Assurance 安撫他們的憂慮 ? Understand how your customer wants your assurance 了解你的客戶要你如何安撫他的顧慮 ? What do you think should be our next step? 你覺得我們下一步該怎么做？ 72 Elements of Effective Channel Sales Leadership 渠道銷售領導力的主要因素 ? Duties and Responsibilities of a Channel Sales Manager 銷售經(jīng)理的職責 ? Key Challenges Faced when Working with Channel Partners 與渠道伙伴合作的常見挑戰(zhàn) ? Understanding the Types of Channel Partners 了解渠道伙伴的不同分類 ? Communicating with Your Channel Partners 如何與渠道伙伴有效溝通 ? Planning for Success 為成功作策劃 73 What is Strategy? 什么是戰(zhàn)略？ 74 What is Strategy? 什么是戰(zhàn)略？ ? Means to reach business objectives with limited resources ? Ways to beat the petition戰(zhàn)勝競爭對手的途徑 – Can you do what your petitors least expect you to do? 你能否出奇制勝？ – Who are your petition? 誰是你的競爭對手？ – Who are your Channel Partners39。不要直挑明對方的錯誤 3. If you39。s Name is to him the sweetest and most important sound in any language 記住一個人的名字將是他所聽到的最優(yōu)美的聲音 ? Be a good listener. Encourage others to talk about themselves 作以為良好的聆聽者。他們的業(yè)績占據(jù)公司總業(yè)績的大部分 ? However, each one of them has got different problems 但是他們每一人都有一些毛病 : – “A” gives a lot of discounts to the extent that you don’t make much profits “A” 在價錢方面打很多折，基本上導致公司利潤少了許多 – “B” is great in getting good margins, but never provide any form of aftersales service “B”利潤保持很高 ，但從來不為客戶作任何售后服務 – “C” generates sales only from23 existing customers, and has not gained a single new customer in the last 3 years “C”則只跟 23位老客戶做銷售，而且在之前 3年都沒有引進新客戶 ? What would you do? 你會怎么做？ 33 3 Types of Channel Partners 3種截然不同的渠道伙伴 ? Trader 倒爺 ? Mafia 關系戶 ? Consultant 顧問 34 The Trader 倒爺 ? First to the market 市場的領頭羊 ? High volume 高單量 ? High discounts 打折高 ? Prefer short sales cycles 喜歡短銷售周期 ? Prefer NOT to provide aftersales service 不愿作售后服務 35 The Mafia 關系戶 ? Personal works 人脈多 ? Sell on relationship 靠關系吃飯 ? Protective of relationship 保護私密關系 ? Invests in time to harness relationship 愿意為培養(yǎng)關系投入時間、精力 ? Lacks indepth technical knowledge 缺乏深層的技術知識 ? Weakest in developing new customers 開發(fā)新客戶最弱 36 The Consultant 顧問 ? Understands customers indepth business and technical needs 深入了解客戶的商務、技術要求 ? Good in selling plex solutions 銷售復雜項目方案的能力強 ? Likely to be former technical staff turned distributor 很可能是技術人員變經(jīng)銷商 ? Weakest in generating leads, but good in following through 找尋新銷售線索的能力差，但對客戶跟蹤能力強 37 Which Type do Your Channel Partner Belong to? 你的渠道伙伴屬于哪一類？ 38 Positive Selection Criteria 正面的篩選標桿 1. Their goals are aligned with ours 他們目標與我們一致 2. Value of their customer base 他們客源的價值 3. Their people are highly motivated 他們內(nèi)部斗志高昂 4. They are in good financial health 他們財務狀況好 5. Their people have good sales or account management skills 他們擁有良好銷售或客戶管理技巧 6. They can develop new markets or fully cover their territory 他們能夠在給與他們的區(qū)域范圍覆蓋整個市場 7. They can sell new products 他們能夠銷售新品 8. Product knowledge and technical skill 產(chǎn)品與技術知識 9. The amount of profit they contribute over the longterm 他們長期所能夠貢獻多少盈利給我們 10. Ability to succeed with our products 他們能夠銷售我們這樣的產(chǎn)品 39 Negative Selection Criteria 負面的篩選標桿 1. Other suppliers peting for their attention 他們還需應付多少其他供應商 2. Resistance to change and accept new ideas 對新觀點、理念、改變的抗拒 3. Weak Reputation and market position 不良聲譽及市場定位 4. Strength of local petitors 當?shù)氐母偁幖ち页潭? 5. Limited size of local market 當?shù)氐氖袌鼍窒? 6. Adverse local market trends 負面市場趨勢 7. Unknown information: any of the above that we do NOT know about? 不明確信息：針對以上有哪些我們是尚未知道的 ? 43 Strategies to Deal with ―Trader‖ Channel Partners 應對“倒爺”的渠道伙伴 ? Provide unique products or 提供獨特產(chǎn)品，或 ? Provide lowcost products 供給低價產(chǎn)品 ? Focus on volume sale 注重單量 ? Training to be frame as means to help them attract more buyers 如果要給他做培訓，就得說服他培訓能幫他吸引更多的買家 44 Strategies to Deal with ―Mafia‖ Channel Partners 應對“幫會”的渠道伙伴 ? Respect their relationships with their customers 尊重她們與她們客戶的關系 ? Take time and effort to build trust 投入時間與精力建立信任 ? Earn the trust to help them perate further into their accounts 博取他們的信任，幫助他們深入開發(fā)他們的客戶 ? Training to be frame as means to help them impress their customers 如果要給他做培訓，就得說服他培訓能幫他在客戶面前能顯得更專業(yè) 45 Strategies to Deal with ―Consultant‖ Channel Partners 應對“顧問”的渠道伙伴 ? Provide leads for them to follow 提供他們銷售線索 ? Get them focused on plex solution sales 讓他們專注于項目方案的銷售 ? Training to be frame as means to municate better with customers 如果要給他做培訓，就得說服他培訓能幫他更好地與客戶溝通 46 The Reality of Managing Channel Partners 渠道伙伴管理的現(xiàn)實 ? 30% of your Channel Partners may produce 90% of your sales 你 30%的渠道伙伴可能給你 90%的銷售 ? Around 50% of your performing Channel Partners will NOT be able to adapt to new sales situations 大約 50%的渠道伙伴沒法與時俱進，適應新的銷售環(huán)境 ? About 50% of your performing Channel Partners will give you diminishing sales after 35 years 大約 50%的渠道伙伴的銷量在 35年后將停滯不前 ? About 1520% of your underperforming Channel Partners may turn out to be dark horses in the future 49 Challenges in Sales Management 銷售管理遇到的挑戰(zhàn) ? Less than 15% of superstar salespeople succeed in management 少于 15%的頂尖銷售人員能夠成為稱職的經(jīng)理 – Most people leave their jobs because they could not get along with their supervisors 大部分離職的員工都是因為無法與上級融洽相處而這么做的 ? Only 19% of effective new business developers are effective at maintaining long