【正文】 le 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 De cisionI:Rec ognitio n O fNeeds VChange OverTim eIVIm ple men ta tio nIIIRes olutio n O fConcern sIIEva luat io n O fOptio n sBuyer CycleCustom er Decisio n Proce ss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 As a result of the problem, do we get more down time. ? Needpayoff Questions + Questions that explore the value or usefulness of solving a problem Eg. 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 services Eg. This unit cost $400. This is a closed loop feedback system. SPIN Form Situation Question Problem Question Implied Needs Explicit Needs Implication Question NeedPayoff Question Benefits Advantage Feature Normal Sales Call Planning Form Situation: The background information I need before probing for the problem: Problems The difficulties the customer has that I could solve. Implications ―Knock on‖ effects for each problem stated PayOf The Value to the customer of solving these problems. SPIN Questioning Strategy Situation Question Problem Question Implication Question Need 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 De cisionI:Rec ognitio n O fNeeds VChange OverTim eIVIm ple men ta tio nIIIRes olutio n O fConcern sIIEva luat io n O fOptio n sBuyer CycleCustom er Decisio n Proce ss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 cadre Understanding Your Customers : Organisation Structure amp。 Objective。De cisionI:Rec ognitio n O fNeeds VChange OverTim eIVIm ple men ta tio nIIIRes olutio n O fConcern sIIEva luat io n O fOptio n sBuyer CycleCustom er Decisio n Proce ss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。 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 ? No