【正文】 it help if… ” ) 4. Buying Influence is willing to discuss how they do it today 5. Buying Influence is willing to identify Key Players 6. Buyer may be a Decision Maker COMPETITIVE 1. Solution is fixed. More interest in proposal/pricing 2. Buying Influence does not want to discuss USAGE of capabilities or accept new capabilities 3. Capabilities are positioned “ aggressively” (“ …is one of your requirements… ” ) 4. Buying Influence is only willing to participate in a brief diagnosis 5. Buying Influence does not want to identify Key Players 6. Buying Influence is most often not a Decision Maker Reasonable chance of being Col A Low probability of removing Col A Latent Need Capability Plausible Emergency Active Need Usage Scenario Unwanted Feature or Capability? 當你的潛在主顧看起來已經(jīng)像正在尋找 潛在的“ B欄”中的客戶 , 你成功的機會是什么 ? 自發(fā)的 1. 銷售員容易明確目標 解決方案 2. 采購權(quán)力人物 敞開討論 能力的用途 /并且容易接受 新 能力的討論 3. “溫和的”定位該能力影響 (“假如 … 會不會幫助 … ” ) 4. 采購權(quán)力人物愿意討論今天他們是怎么做的 5. 采購權(quán)力人物愿意透露關(guān)鍵人物 6. 采購員可能就是做決策者 可以爭取的 1. 解決方案已經(jīng)確定，更多側(cè)重于提案 /價格 2. 采購權(quán)力人物不愿意討論能力的用途和接受新能力 3. 能力被”侵略性地”定位 (“ … 是你的要求之一 … ” ) 4. 采購權(quán)力人物只愿意參與簡短的診斷 5. 采購權(quán)力人物 不愿意透露關(guān)鍵人物 6. 采購權(quán)力人物大多不是決策者 有可能成為 “ A欄” 成為 “ A欄” 的可能性小 76 潛在需要 能力 可能的緊急情況 很需要 使用劇情 不需要的特點或能力 ? “ How would you feel, if at 2 . on Saturday, lightening strikes one of your 1400 AllenBradley Drives and it fails, which pletely takes your process down and you have a large order due to ship on Monday morning? Your spare is the wrong revision and will not work with the previous parameters? Is that plausible? “ Prior to a critical line shutdown, what if you had an Asset Management Professional who identified and managed parts requirements based upon a statistical analysis that included your current rev. levels, up to date warranties, and parts that required repair or replacement, so that your technicians had the appropriate part on site when needed? Would that help? “ Our Asset Management offerings can provide these unique capabilities.” Plausible Emergency Usage Scenario Unwanted Feature or Capability? Plausible Emergency Situation Example Feature How would you feel if _______________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ Our _______________________ feature provides that capability. Plausible Emergency Usage Scenario Plausible Emergency Creation Exercise _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ Event: Question: Player: Action: “如果星期六凌晨兩點，你的 1400臺 Allen Bradley 驅(qū)動器遭雷擊，你完全停產(chǎn)，而你周一早晨有一大筆訂單需要船運，你會感覺如何？你的備件版本不對，不能使用先前的參數(shù)。 具備我們剛討論的能力 , 你覺得你能夠達到多少提高 ?” 明確 /加強 個人的 /政治的完成目標的 價值 目前情況 問題 能力 問題 解決方案開發(fā) 激勵者 ? 72 初步認定 : 結(jié)束訪問 : “基于我們的討論 , 我相信羅克韋爾自動化能幫助你達到 你的目標。 with the capabilities we have discussed, how much improvement do you think you could achieve?” Clarify/intensify personal/political value of achieving goal CURRENT SITUATION QUESTIONS CAPABILITY QUESTIONS Solution Development Prompter? Preliminary qualification: End call: “ Based upon our discussion, I believe Rockwell Automation can help you achieve your goals. Is now the right time for you to mit the effort and resources necessary to further evaluate Rockwell Automation?” “ Thank you for your time. I’ d like to confirm my understanding of your situation and suggest some steps for your further evaluation of Rockwell Automation. Do you prefer a letter, fax or ? (Buying Influence responds) I’ ll forward it to you in a day or so.” If “ yes” to any of the above, additional Solution Development is in order “ Are there any additional objectives you’ re hoping to acplish?” Following Solution Development Goal expansion: “ For example, other goals our clients have when implementing new automation capabilities include: 1. increasing throughput 2. meeting regulatory pliance standards 3. and, reducing manufacturing costs Are any of these additional objectives worth discussing now?” Menu of Goals: 概括 確認 解決方案 試圖 以你的問題引出情緒 。如果“是” ,開發(fā)解決方案 2. 目標菜單或 成功經(jīng)歷 銷售員行動 : 1. 分享目標，對此你有解決方案開發(fā)激勵者 ? 4. 分享目標，對此沒有解決方案開發(fā) 激勵者 ? 采購權(quán)力人物 反應(yīng) : 2. 被接納的 “解決方案” (特征 ) 3. 通過代理人開發(fā)解決方案 3. 收集信息 回訪 70 通過代理人的解決方案開發(fā) ? 回訪想要的 “信息” ? 低一級的職位 (項目經(jīng)理 , 維修經(jīng)理 , 等。 5 在前6個月，停工時間減少了 10%且無須加班而完成了生產(chǎn)計劃 6” 1. 關(guān)鍵人物 (工作職務(wù) 行業(yè) ) 2. 目標或問題 3. 提出理由 4. 相應(yīng)的能力 5. 能力論述 6. 量化的結(jié)果 建立 信譽 成功經(jīng)歷 成功 經(jīng)歷 組成部分 : 68 目標識別 “什么是你希望完成的 ?” 目標菜單 /成功經(jīng)歷 解決方案開發(fā) 目前的 情況 /能力加測量手段 目標擴展 目標菜單 /成功 經(jīng)歷 初步 認定 “現(xiàn)在是作出評估的正確時間嗎 ?” 結(jié)束訪問 “你愿意我怎樣跟蹤 ?” ?他們 想要和 你 講話。 4. 相應(yīng)的能力 從 SDP? 右側(cè)選擇能克服所引證原因的能力 5. 能力 論述 說明是你或你的公司提供了該能力 6. 量化的結(jié)果 分享取得的量化結(jié)果并確信它們與正在討論的目 7. 標相聯(lián)系 建立信譽 成功經(jīng)歷的組成部分 “ We recently worked with a Plant Manager of a bottling plant1 who wanted to increase production Meeting production schedules was difficult because of unexpected downtime of plant He said he needed a way for his maintenance staff to receive notification alerts prior to potential equipment failure and view the severity of the problem so they could schedule maintenance before the equipment We provided him with this Over the past 6 months, downtime has decreased by 10% and production schedules have been