大客戶銷售必備工具銷售漏斗管理教材(文件)
【正文】 lue戰(zhàn)略價(jià)值w What is the value of the a/c to us beyond the revenue? 除了營收，客戶對我們還有什么價(jià)值？w How does the a/c fit into our business plan? 此客戶適應(yīng)我們的商業(yè)發(fā)展計(jì)劃嗎？ Can we leverage the a/c into revenue from other panies or markets. 我們能幫助客戶從其他市場或競爭對手那里搶來營收嗎？w How will the a/c help us improve our products or services? 客戶如何幫助我們改進(jìn)產(chǎn)品和提升服務(wù)質(zhì)量呢？A/C Profile 客戶概況 2023年 9月 12日 9Opportunity Pipeline 機(jī)會儲備 5Opportunities機(jī)會w What opportunities within the a/c could cover within the next year? 明年可爭取的客戶的銷售機(jī)會都有哪些？w What’s the probability of these opportunities occurring? 這些機(jī)會發(fā)生的可能性大嗎？w What’s the value of these opportunities? 這些機(jī)會的價(jià)值所在？ What is the projected profitability on this account’s opportunities? 這些機(jī)會的收益所在？6Solution Fit解決方案w Why do they need us? 他們?yōu)槭裁葱枰覀?Do they feel the same way? 他們也這樣想嗎？w How urgent is this need? 這有多緊迫？ Do they have this same sense of urgency? 他們同樣感到緊迫嗎？7CompetitiveAdvantage競爭優(yōu)勢w Who are our major petitors? 我們的主要競爭對手是誰What is the status of each petitor’s relationship with the account? 他們與客戶的關(guān)系如何？w Whose relationship usually provides petitive advantage for opportunities? 誰與客戶的關(guān)系在競爭中更具優(yōu)勢w How do you and each of your petitors pare to the account’s views of the ideal relationship? 你和你的競爭對手們都是怎樣看待與客戶最理想的關(guān)系的2023年 9月 12日 10Relationships 關(guān)系 8Track Record記錄w What is our history with the account?我們與客戶的合作歷史？How are we perceived? 我們怎么認(rèn)識這個(gè)客戶的？ What is this perception based on? 這種認(rèn)識的基礎(chǔ)是什么？ If positive, how can we leverage it? If negative, how can we overe it? 如果是有利的，我們?nèi)绾卫?？如果是不利的，我們?nèi)绾慰朔?Sponsorship支持者w Who in the a/c’s anization wants us to win? 客戶組織中誰希望我們贏？wWhat have they done to indicate their support? 他們的支持都表現(xiàn)在哪里？w Are they willing and able to act on our behalf? 他們有愿望和能力站在我們這一邊嗎？w Do they have credibility within their own anization? 他們在客戶組織里的信譽(yù)如何？10CulturalCompatibility文化兼容性w What is the a/c’s culture? 客戶的文化是什么？How does this culture pare with our pany? 這文化與我們的文化相比如何？w What is the account’s philosophy toward vendors and suppliers? 客戶對于供應(yīng)商和提供商的態(tài)度是怎樣的？w Can we adjust or adapt? Do we want to? 我們能適應(yīng)嗎？我們愿意適應(yīng)嗎？ 2023年 9月 12日 11PoorPoorPoorPoor+GoodMarket growth position市場增長定位2+GoodStrategic market value 戰(zhàn)略意義的市場價(jià)值4+GoodSolution Requirements方案需求3+GoodO’ Charts圖表1PoorPoorPoor+GoodSolution fit 解決方案6+GoodCompetitive Advantage競爭優(yōu)勢7+GoodOpportunity 機(jī)會 5PoorPoorPoor+GoodSponsorship 支持者9+GoodCultural Compatibility 文化適應(yīng)性10+GoodTrack Record 記錄8A/C Profile 客戶概況Opportunity Pipeline 機(jī)會儲備Relationships 關(guān)系A(chǔ)/C’sAccount Assessment 客戶評估表 2023年 9月 12日 12Prework Assignment前期工作安排?A/C Knowledge 客戶認(rèn)知?Current A/C Revenues 當(dāng)前客戶業(yè)務(wù)量?Current opportunities 當(dāng)前的機(jī)會A/C Segmentation客戶分類A/C Assessment客戶評估Account Planning Process 客戶規(guī)劃流程 2023年 9月 12日 13Future PotentialHiLow HiCurrent Revenue 當(dāng)前收入 “A+” “A”“C” “B”$$$$Business Developm
規(guī)章制度相關(guān)推薦
鄂ICP備17016276號-1