【正文】 t Procedure or technique ? Major Accounts + 20/80 rules + New Customers + Potential Customers Exercise: A Typical ERP Deal Lifecycles ? What is typical ERP Deal Selling Cycles + Customer Decision Process ? Who is Major Account of ERP S/W + Traditional Mfg + Others Customer Decision Process Research Base ? Neil Rackham Huthwaite + 35,000 sales calls in 27 countries + 10,000 sales + SPIN (Situation, Problem, Implication, Need Payoff) Decision I: Recognition Of Needs V Change Over Time IV Implementation III Resolution Of Concerns II Evaluation Of Options Buyer Cycle Customer Decision Process A Typical Purchase Decision ? New Purchase Request Of Procurement Department ? What A Procurement Manager Say: + Problem, Dissatisfaction, can not solve with existing equipment or supplies + Spec.。 Vendor Selection + If decision is big。 Marketing Senior VP CFO VP Field Operations Marketing Director Director of Ramp。 Marketing Senior VP CFO VP Field Operations Marketing Director Director of Ramp。 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 ! ! ! ! ! % % ! ! X M M M You % Inner Circle and Political Structure Inner Circle Political Structure Business Value Define the anisation’s business objectives and strategy Responsible for executing the objectives and strategy Philosophy Defined anisation’s culture based on their philosophy and values Understand and assimilate into the anisation’s culture View policy and procedures as a guideline Recognised as consistently successful in the past and sought out by others for advice Recent successful performance instils confidence in their ability to handle new, highly visible projects Partners Centre of the anisation’s informal munications work End nodes of the informal munication work collection and providing information to the inner circle Track Record Trust amp。 Monitor Information from HP Sales ? Track local news and media ? Track your customer’s petition ? Keep a diary of events ? Read Customer’s Annual Business Report / Financial Statements ? Go to : Understanding Your Customer’s Business ? Business Performance Factors : + Political, Economical, Social, Technical ? Customer Business Structure Map : + Systems, Style, Staff, Strategy, Skills, Staff and Shared Vision + 7s Model ? Summary + Understand how to track customer’s business information + Use PEST amp。策略目標： 1. 發(fā)現(xiàn)不滿 2. 擴大不滿 3. 根據(jù)客戶的不滿提供解決方案 Recognition of Needs 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 ssThe account recognizes that a need exists which justifies a purchasing action. Strategic Objectives: 1. Uncover dissatisfaction 2. Develop dissatisfaction 3. Selective channel dissatisfaction Objectives for the Recognition of Needs Phase 1. Uncover dissatisfaction Because without dissatisfaction there is no reason for the account to buy. 2. Develop dissatisfaction The dissatisfaction you uncover will increase to a level of severity that causes the account to make a decision to act. 3. Selective channel dissatisfaction The people in the account selectively feel dissatisfaction in those areas where your products and services provide them with the best solutions Uncover Dissatisfaction How to uncover dissatisfaction? Ask Questions to customer. Prestep of asking question: 1) What problem your product can solve customer’s problem. Not only technical feature of your product, think about business part of your product can help the customer. 2) Set your call objectives 1) Build up relationship with specific focus people 2) Collect the specific information which can help you moving forward. Objective should be specific and moving forward Plan Your Questions Two types of Questions 1) Situation Question ? Questions that collect effects about the account and individual within it. Typical Question: Do you own the system or lease it? 2) Problem Question ? Questions that probe for problems, difficulties, or dissatisfaction. Typical Question: What part of operation give you the most difficulty. From Psychology point, the customer get more motivated when you ask problem questions. Planning more problem questions is more effective way to fulfill your call objectives. Asking Situation Question ? Do your homework + Annual Report, Media to get basic information ? Use the focus of receptivity + Ask situation question of people at focus of receptivity, thus not waste time in asking basic factfinding questions. ? Spread the questions + Do not try to ask all your situational question one time ? Earn the right to ask situation question + The motivation of customer answering your situation question is you can help customer to solve the problem. So make it clear your questions are motivated by an interest in the buyer’s problems and out of a desire to help solve them Asking Problem Questions ? Small sale situation – the sale can be finished within a single call. Strategic Objective: To uncover the problem with problem questioning skills ? Large sales situation – the sale are more plicated. Strategic Objective: To develop the problems after you uncover them. How Problem Are Developed After you uncover dissatisfaction with situation question and problem question, before you show where you p