【正文】 ernal res？ Do we need to meet the a/c’s requirements? 有什么樣的外部資源？我們有必要迎合客戶的這些需求嗎？ 4 Strategic Market value 戰(zhàn)略價(jià)值 ? What is the value of the a/c to us beyond the revenue? 除了營(yíng)收，客戶對(duì)我們還有什么價(jià)值？ ? 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(chǎng)或競(jìng)爭(zhēng)對(duì)手那里搶來(lái)營(yíng)收嗎？ ? 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 9 Opportunity Pipeline 機(jī)會(huì)儲(chǔ)備 5 Opportunities 機(jī)會(huì) ? What opportunities within the a/c could cover within the next year? 明年可爭(zhēng)取的客戶的銷售機(jī)會(huì)都有哪些？ ? What’s the probability of these opportunities occurring? 這些機(jī)會(huì)發(fā)生的可能性大嗎？ ? What’s the value of these opportunities? 這些機(jī)會(huì)的價(jià)值所在？ What is the projected profitability on this account’s opportunities? 這些機(jī)會(huì)的收益所在？ 6 Solution Fit 解決方案 ? 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？ ? 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？ 7 Competitive Advantage 競(jìng)爭(zhēng)優(yōu)勢(shì) ? Who are our major petitors? 我們的主要競(jìng)爭(zhēng)對(duì)手是誰(shuí) What is the status of each petitor’s relationship with the account? 他們與客戶的關(guān)系如何？ ? Whose relationship usually provides petitive advantage for opportunities? 誰(shuí)與客戶的關(guān)系在競(jìng)爭(zhēng)中更具優(yōu)勢(shì) ? How do you and each of your petitors pare to the account’s views of the ideal relationship? 你和你的競(jìng)爭(zhēng)對(duì)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 10 Relationships 關(guān)系 8 Track Record 記錄 ? What is our history with the account?我們與客戶的合作歷史？ How are we perceived? 我們?cè)趺凑J(rèn)識(shí)這個(gè)客戶的？ What is this perception based on? 這種認(rèn)識(shí)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? 9 Sponsorship 支持者 ? Who in the a/c’s anization wants us to win? 客戶組織中誰(shuí)希望我們贏？ ?What have they done to indicate their support? 他們的支持都表現(xiàn)在哪里？ ? 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？ ? Do they have credibility within their own anization? 他們?cè)诳蛻艚M織里的信譽(yù)如何？ 10 Cultural Compatibility 文化兼容性 ? 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？ ? What is the account’s philosophy toward vendors and suppliers? 客戶對(duì)于供應(yīng)商和提供商的態(tài)度是怎樣的？ ? Can we adjust or adapt? Do we want to? 我們能適應(yīng)嗎？我們?cè)敢膺m應(yīng)嗎？ 2023年 9月 12日 11 Poor Poor Poor Poor + Good Market growth position市場(chǎng)增長(zhǎng)定位 2 + Good Strategic market value 戰(zhàn)略意義的市場(chǎng)價(jià)值 4 + Good Solution Requirements方案需求 3 + Good O’ Charts圖表 1 Poor Poor Poor + Good Solution fit 解決方案 6 + Good Competitive Advantage競(jìng)爭(zhēng)優(yōu)勢(shì) 7 + Good Opportunity 機(jī)會(huì) 5 Poor Poor Poor + Good Sponsorship 支持者 9 + Good Cultural Compatibility 文化適應(yīng)性 10 + Good Track Record 記錄 8 A/C Profile 客戶概況 Opportunity Pipeline 機(jī)會(huì)儲(chǔ)備 Relationships 關(guān)系 A/C’s Account Assessment 客戶評(píng)估表 2023年 9月 12日 12 Prework 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(huì) A/C Segmentation 客戶分類 A/C Assessment 客戶評(píng)估 Account Planning Process 客戶規(guī)劃流程 2023年 9月 12日 13 Future Potential