【正文】 Points of An Entry Strategy (I) ? Sales People normally could find sponsors from 3 focus points: + The focus of receptivity: the point in an account where there were receptive people who were prepared to listen sympathetically + The focus of dissatisfaction: the point in an account where there were people unhappy with the present system or supplier. + The focus of power: the elusive point in an account where there were people able to make decision. Especially for account, no purchasing channel existed. Entry Strategy Model Focus of Receptivity Focus of Dissatisfaction Focus of Power Leads you to Leads you to The Individual, functional area or location most likely to Listen receptively Provide you with information The Individual, functional area or location most likely to Perceive problems and dissatisfaction in an area where you can help. The Individual, functional area or location most likely to Approve action Prevent action Influence action The Focus of Receptivity ? Easiest starting point for your account peration + The reason why they want to listen ? Objective of sales to focus on receptivity + Find out information + Gain access to focus of dissatisfaction Danger of Focus of Receptivity ? Do not misinterpreted the interest as progress + Remember your strategic objective is ― Information‖ amp。 Influence Networks CEO Senior VP Sales amp。D 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 B B B B R T F F T R ! ! ! ! ! % % ! ! X M M M % Position in Organisation amp。D 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 B B B B R T F F T R Level of Contact No Contact ! Brief Contact % Multiple Contacts * InDepth “How often do we meet with our client ?” Mapping Contact Coverage ! : No Contact % : Brief Contact * : Multiple Coverage : InDepth * CEO Senior VP Sales amp。D Director of Mfg. Director of IT Controller SA E SA B B SA E E B B Adaptability to Change Technology Adoption Lifecycle Innovators Visionaries Pragmatists Conservatives Laggards Adaptability to Change 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 Mapping Adaptability to Change I : Innovator V : Visionary P : Pragmatist C : Conservative L : Laggard CEO Senior VP Sales amp。 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 crit