【正文】 l Organisation Structure ? For each individual : Step 2 : Identify their needs level Step 3 : Identify their adaptability to change Step 4 : Identify their Decision Orientation Step 5 : Identify your level of contact Step 6 : Identify your position Step 7 : Present your map to your account team 強(qiáng)大的銷售工具 ——了解你的客戶的業(yè)務(wù) 準(zhǔn)備 ? Objectives + To build an overview awareness of customers business activities + To know how to track customer information + To know where to find customer information + To know how to use frameworks to keep track of customer’s business Understanding Your Customer’s Business Understanding Your Customer’s Business ? Collect amp。 Marketing Senior VP CFO VP Field Operations Marketing Director Director of Ramp。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 ! ! ! ! ! % % ! ! % Your Position Enemy X Non Supporter Neutral Supporter “Where are we with the client ?” Mentor M Mapping Our Position X : Enemy : NonSupporter : Neutral : Supporter M: Mentor 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 Decision Orientation “On what factors does our client base their decision on ?” Financial $ Technical T Relationship R Business B Mapping Decision Orientation B : Business R : Relationship F : Financial T : Technical CEO Senior VP Sales amp。 People Profiles ? Benefits + Improve your view into the client’s organisation for improved relationship management + Develop relationships with the right people who can provide insight and direction Key Components of Understanding Customer’s Organisation Macro ?Formal Structure ?Political Structure ?Inner Circle ?Influence Networks Micro ?Coverage ?Status ?Decision Orientation ?Innovation / Change Maslow’s Hierarchy of Needs Physiological Safety Belonging Esteem SelfActualisation Character Profile Maslow Adaptability Decision Orientation Levels of Contact Your Position Chen Yuan CEO % B V E Maslow’s Hierarchy of Needs Physiological Safety Belonging Esteem SelfActualisation SA : Self Actualisation E : Esteem B : Belonging S : Safety P : Physiological Mapping Needs SA : Self Actualisation E : Esteem B : Belonging CEO Senior VP Sales amp。 Wants。 Vulnerability + Overing Final Fears + Sales Negotiation + How to Ensure Continued Success 客戶是如何做決策的 How Customer Make Decisions ? The Research Base ? The Customer Decision Process ? Account Strategy in the Recognition of Needs Phase ? Account Strategy in the Evaluation of Options Phase ? Account Strategy in the Resolution of Concerns Phase ? Account Strategy in the Implementation Phase ? Summary Overview of Major Account Sales Strategy ? Sales Strategy should be about customers and how to influence them. + Understanding and Well Prepared are mandatory to form a effective sales strategy ? Customer Behavior goes through three distinct phases in making a major purchasing decisions + Recognition of Needs + Evaluation of Options + Resolution of Concerns ? A fourth phase, followup in implementation phases, if it is well handled, can generate significant additional sales opportunities. ? Each of four phases required a different set of strategies and skills. What is Sales Strategy amp。 Their Business + How to Make Your Customers Need You ? Day 2 + Influence the customer’s choice + Differentiation amp。 Must amp。 Dynamics Objectives ? Purpose + Provide a framework for better understanding of the client’s organisation and how they make decisions ? Output + Organisation Map amp。 Marketing Senior VP CFO VP Field Operations Marketing Director Director of Ramp。 Marketing Senior VP CFO VP Field Operations Marketing Director Director of Ramp。 Influence Inner Circle Political Structure Influence Structure Physical Structure Position Influence Mapping The Informal Structure CEO Senior VP Sales amp。 Marketing Senior VP CFO VP Field Operations Marketing Director Director of Ramp。 ― Access‖ ? Danger of distraction ? Danger of misinterpretation ? Danger of presentation Moving From Receptivity to Dissatisfaction ? Objective of Focus on Receptivity + Gain access to person or function who probably not satisfied ? Use SPIN Situational question Do you know anybody in your pany who’s experiencing problems in this areas… Less successful sales concentrated on impressing the receptive person. Focus of Receptivity, Focus of Dissatisfaction and Focus of Power may be same person. Identify the Focus of Dissatisfaction ? Mindset to set your product in problemsolving terms to allocate focus of dissatisfaction. ? SPIN Questioning Skills Influence the focus of dissatisfaction ? The objective of influence the focus of dissatisfaction 1. Uncover dissatisfaction and develop it to a point where the customer wants to take action 2. Use the dissatisfaction you’ve developed to gain access to the decision maker, either directly or by using your sponsor to sell on your behalf. SPIN Call Planning Form Moving to the Focus of Power ? Identify the focus of Power ? Direct or indirect interface with focus of Power Selling at the Focus of Power What’s typical characteristics of executive or high level manager + Normally busy + Objective oriented, value driven + Confidence ? Danger of selling at the focus of power: + Failure to do homework + Failure to take control + Premature meeting + Inappropriate expectations ―Well Prepared amp