【正文】 Marketing Director Director of Ramp。 Marketing Senior VP CFO VP Field Operations Marketing Director Director of Ramp。 Vendor Selection + If decision is big。 What is Major Account ? Sales Strategy + A way of thinking and directing your actions to effectively influence customer purchasing decisions. ? Focus on Understanding Customer Behavior ? Not Procedure or technique ? Major Accounts + 20/80 rules + New Customers + Potential Customers Exercise: A Typical ERP Deal Lifecycles ? What is typical ERP Deal Selling Cycles + Customer Decision Process ? Who is Major Account of ERP S/W + Traditional Mfg + Others Customer Decision Process Research Base ? Neil Rackham Huthwaite + 35,000 sales calls in 27 countries + 10,000 sales + SPIN (Situation, Problem, Implication, Need Payoff) 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 Typical Purchase Decision ? New Purchase Request Of Procurement Department ? What A Procurement Manager Say: + Problem, Dissatisfaction, can not solve with existing equipment or supplies + Spec.。 大客戶銷售謀略 Objective of Workshop ? Understand Characteristics of Major Account Selling Strategies in Whole Lifecycle, thus to + Shorten bidtowin ratio + Shorten selling cycles + Minimize discounts and negotiated concessions + Establish clear, unique business value with the customers + Reduce selling costs through more effective sales strategies + Increase sales per employee Develop expected relationship with the customers. Eg. Strategic Partnership etc. Agenda ? Day 1 + How the Customer Make Decisions + SPIN Question Strategy + Account Entry Strategy + Understand Your Customer amp。 Objective。 carefully resolve all concern. Exercise 1. Procurement Process ? Read Appendix A: Procurement Process ? Do you know it before, and how you know which phase you are in while you bid, and your strategies on each phase. ? 10 minutes Account Strategy in the Recognition of Needs Phase ? The Most Effective Selling Strategy During the Phase: + To uncover dissatisfaction in the account and to develop that dissatisfaction until it reaches the critical mass. ? When dissatisfaction reaches a sufficient level of intensity or urgency, the account makes a decision to change. ? Success sales asks a lot of questions during sales calls than do their less successful colleagues Questioning Skills (SPIN) Account Strategy in the Evaluation of Options Phase ? The Most Effective Selling Strategy During the Phase: + To Centralize On Understanding, Influencing, and Responding to Customer Decision Criteria. ? Differentiate your solution with your petitors is one of your effective selling strategy. ? Common Faults during the period is failure to recognize that a shift has taken place in customer concerns. Not try to uncover customer guideline, or criteria, for making the decision. Account Strategy in the Resolution of Concerns Phase ? The Most Effective Sales Strategy During the Phase + To uncover and help resolve perceived risk ? Last minutes fears and concerns arises that can block the decision or cause customers to reopen discussions with petitors. ? A successful sales normally works to uncover and resolve issues that are troubling the customer, even if these issues are unfortable and difficult to discuss. ? Negotiation is key selling tool of the phase. Account Strategy in the Implementation Phase ? Most Effective Strategy of the Phase + Followup after post implementation leads to continued success. + Very Few major sales stop when the customer signs the contract. How to build up long term relationship with the customers? Think About How to Build Up Strategic Relationship with the Customer? Customer Decision Phases Decision Phase Typical Customer Concerns During the Phase Sign that the Phase is Over and the next phase are starting Common Strategies errors in this phase Recognition of Needs How we a problem How big is it Does it justify actions Customer accepts that the problem is severe enough to justify changed and therefore decides to take actions ?Failure to investigate/develop customer needs ?Making product presentations too early Evaluation of Options What criteria should we use in making a decision Which petitor best meets our criteria? Customer has a clear decision mechanism in place and has used it to select 1 or more final contenders ? Failure to uncover customer’s criteria ?Little attempt to influence/change stated criteria Resolution of Concerns What are the risks of going ahead? What if it goes wrong? Can we trust these people? Customer make the purchasing decisions ? Ignoring concerns in the hope they’ll go away. ?Pressuring the customer to make a decision Implementation Are we getting value from the decision? How quickly will we see the results New needs and dissatisfactions arise ?Failure to treat implementation as a sales opportunities ?Failure to anticipate vulnerable implementation points 強(qiáng)大的銷售工具 ——提問策略 準(zhǔn)備 SPIN Questioning ? Situation Questions + Questions that gather data and background facts. : How many people do you employ? What’s your present ERP system? ? Problem Questions + Questions that uncover problems, difficulties and dissatisfactions. : Are you happy with existing ERP system? Does the existing ERP system has reliability problems.? ? Implication Questions + Questions that explore the consequences or implications of customer’s problem . Does this problem leads to increased costs