【正文】 Implementation Are we getting value from the decision? How quickly will we see the resultsNew 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 costsAs a result of the problem, do we get more down time.? Needpayoff Questions+ Questions that explore the value or usefulness of solving a problemEg. Why is it so important to you….?Would it be useful if …?Implied Needs, Explicit Needs, Benefit, Advantage, Features? Implied Needs+ Statement by the customers about problems, difficulties or dissatisfactions with the existing situation.Eg. I always get behind schedule. We have been lost a lot of money in this area.? Explicit Needs+ Statements of a customer’s wants or intentions. Eg. What I need is… I want some to …? Benefits+ Statements which show how a product, a product feature or advantage meet explicit need which has been stated by the customer.Eg. You have said you need fast turnaround, we can give it to you by the end of the month? Advantage+ Statement showing how a product, product feature can be used or help the customer. Most advantages can be expressed in the form : because of … feature, you can ..” Eg. Because of our ERP product finance module, you can get …. Our new model can save additional 8% material cost.? Features+ Characteristics of a product or servicesEg. This unit cost $400. This is a closed loop feedback system.SPIN FormSituation QuestionProblem Question Implied NeedsExplicit NeedsImplication QuestionNeedPayoff QuestionBenefitsAdvantageFeatureNormal Sales Call Planning FormSituation:The background information I need before probing for the problem:ProblemsThe difficulties the customerhas that I could solve.Implications“Knock on” effects for each problem statedPayOfThe Value to the customer of solving these problems.SPIN Questioning StrategySituation QuestionProblemQuestionImplication QuestionNeed Pay Off Question? Achieve fact finding objectives? Have low selling impact? Useful at focus of receptivity? Achieve uncovering dissatisfaction objectives? Have moderate selling impact? Useful at focus of dissatisfaction?Achieve Objective s of developing and channel satisfaction? Have high selling impact? Useful at focus of dissatisfaction and focus of power? Achieve objectives of rehearsing and selectively channeling customer attention? Have high selling impact? Useful at focus of dissatisfaction and focus of power強(qiáng)大的銷售工具理解你的客戶準(zhǔn) 備Account Fundamental? Ownership ? Location? Corporation Actions? Financial Performance? Future Prospects? Timing? Organization? Top management cadreUnderstanding Your Customers : Organisation Structure DynamicsObjectives? Purpose+ Provide a framework for better understanding of the client’s anisation and how they make decisions? Output+ Organisation Map People Profiles? Benefits+ Improve your view into the client’s anisation for improved relationship management+ Develop relationships with the right people who can provide insight and directionKey Components of Understanding Customer’s OrganisationMacro?Formal Structure?Political Structure?Inner Circle?Influence NetworksMicro?Coverage?Status?Decision Orientation?Innovation / ChangeMaslow’s Hierarchy of NeedsPhysiologicalSafetyBelongingEsteemSelfActualisationCharacter ProfileMaslowAdaptabilityDecision OrientationLevels of ContactYour PositionChen YuanCEO%BVEMaslow’s Hierarchy of NeedsPhysiologicalSafetyBelongingEsteemSelfActualisation SA : Self ActualisationE : EsteemB : BelongingS : SafetyP : PhysiologicalMapping NeedsSA : Self ActualisationE : EsteemB : BelongingCEOSenior VPSales MarketingSenior VP CFOVP FieldOperationsMarketing DirectorDirector ofRDDirector ofMfg.Directorof ITControllerSAE SA BB SA E E B BAdaptability to Change Technology Adoption LifecycleInnovatorsVisionariesPragmatists ConservativesLaggardsAdaptability to ChangeInnovatorsVisionariesPragmatistsConservativesLaggards Status QuoReference SitesWhat They Want What They Buy Your Value PropositionNot to be left behindEvolution Solve ProblemsRevolutionRecognitionState of the art TrialsTestsCustomised SolutionTotal SolutionsIndustry standards at low price with no riskEnhancement of existing servicesProduct excellenceInnovationFutureCompetitive AdvantageReturn on InvestmentGuaranteesInvestment protectionMapping Adaptability to ChangeI : InnovatorV : VisionaryP : PragmatistC : ConservativeL : LaggardCEOSenior VPSales MarketingSenior VP CFOVP FieldOperationsMarketing DirectorDirector ofRDDirector ofMfg.Directorof ITControllerSAE SA BB SA E E B BVVVPPII LCCDecision Orientation“On what factors does our client base their decision on ?”Financial$Technical TRelationshipRBusinessBMapping Decision OrientationB : BusinessR : RelationshipF : FinancialT : Technical CEOSenior VPSales MarketingSenior VP CFOVP FieldOperationsMarketing DirectorDirector