【正文】 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 product can solve or alleviate the problem, you need to develop the problem. The tool is implication question: Implication question: + 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. Selling to the Focus of Dissatisfaction ? Uncover the problem and develop the problem to the points where the customer want to take action Implication question is strong tool ? Gain access to the decision maker. + Direct + Indirect Selling Indirect to the Decision Maker (I) Prepare Your Sponsor ? If you can not get direct selling opportunity to the decision maker, you should use your sponsor at focus of dissatisfaction to sell to the decision maker on your behalf. ? Prepare your sponsor ? What will go wrong for your sponsor facing decision maker 1. People will not remember all they’ve been told. 2. People will never give somebody else message as convincingly as they would give their own Rehearsal 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。 Marketing Senior VP CFO VP Field Operations Marketing Director Director of Ramp。 Marketing Senior VP CFO VP Field Operations Marketing Director Director of Ramp。 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 ? Not 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.。 Objective。D Director of Mfg. Director of IT Controller SA E SA B B SA E E B B Adaptability to Change Technology Adoption Lifecycle Innovators Visionaries Pragmatists Conservatives Laggards Adaptability to Change Innovators Visionaries Pragmatists Conservatives Laggards Status Quo Reference Sites What They Want What They Buy Your Value Proposition Not to be left behind Evolution Solve Problems Revolution Recognition State of the art Trials Tests Customised Solution Total Solutions Industry standards at low price with no risk Enhancement of existing services Product excellence Innovation Future Competitive Advantage Return on Investment Guarantees Investment protection Mapping Adaptability to Change I : Innovator V : Visionary P : Pragmatist C : Conservative L : Laggard 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 B B B B R T F F T R ! ! ! ! ! % % ! ! X M M M % Position in Organisation amp。 7S model + Know where to get customer information Understanding Your Customer’s Business 進入客戶策略 ——追根溯源 投標前階段 Account Entry Strategy: Getting to Where It es ? The Purchase Channel ? Where is the Decision Maker ? Entry Strategy ? The Three Focus Points of an Entry Strategy ? The Focus of Receptivity ? The Danger of Receptivity ? Moving From Receptivity to Dissatisfaction ? Identifying the Focus of Dissatisfaction ? Influencing the Focus of Dissatisfaction ? Moving to the Focus of Power ? Selling at the Focus of Power ? When the Focus of Power Changes ? Developing Entry Strategies The Purchasing Channel ? Routine Account Peration Channel Sales Gate Keeper Influencer Decision Maker ? Hardest way to allocate purchase channel for a new innovative products and services in Selling Cycles . Mfg. Barcode Printing Outsourcing Solution ? Success sales normally find a focus (sponsor) within account helping him move towards a point from which they should begin developing needs. ? 3 focus model for successful people to find sponsors ? The focus on receptivity ? The foc