【正文】 us on dissatisfaction ? The focus on power Where is decision maker ? Exercise + Who is the decision maker for ERP project bid. ? CEO ? CFO ? CTO or others. What is your passing experience to connect to decision maker? Entry Strategies ? Successful people tended to seek a sponsor + Sponsor An Individual within the account who helped them, advised them, and if necessary, represented them in place where they could not gain access Not only individual, But more a particular function or area of an account as sponsor. Focus + Focus A ― Focus‖ Within Account – a person, a mittee or a department who would help them move toward a point from which they could begin developing needs The Three Focus Points of An Entry Strategy (I) ? Sales People normally could find sponsors from 3 focus points: + The focus of receptivity: the point in an account where there were receptive people who were prepared to listen sympathetically + The focus of dissatisfaction: the point in an account where there were people unhappy with the present system or supplier. + The focus of power: the elusive point in an account where there were people able to make decision. Especially for account, no purchasing channel existed. Entry Strategy Model Focus of Receptivity Focus of Dissatisfaction Focus of Power Leads you to Leads you to The Individual, functional area or location most likely to Listen receptively Provide you with information The Individual, functional area or location most likely to Perceive problems and dissatisfaction in an area where you can help. The Individual, functional area or location most likely to Approve action Prevent action Influence action The Focus of Receptivity ? Easiest starting point for your account peration + The reason why they want to listen ? Objective of sales to focus on receptivity + Find out information + Gain access to focus of dissatisfaction Danger of Focus of Receptivity ? Do not misinterpreted the interest as progress + Remember your strategic objective is ― Information‖ amp。 Understanding your customer is KEY‖ Experience Sharing: How to make an appointment with VIP ? Set appointment with decision maker is difficult ? How to get the face to face opportunities + Homework, dollarize the reason why the customer should do the business with you. + Send a four or five sentence letter to the customer detailing the dollarized bebefit of the product and promising a followup phone call. + The objective of the letter is to let the customer take the phone call + When you have the customer on the phone, suggest a meeting, then ask ―is Tuesday at three OK‖ ― How about next Friday at three‖ ―OK, great, the meeting will take about twenty minutes. See you at three, thanks‖ This is typical a killer sales question because it leads to that precious appointment over 90 percent of the time. Develop Your Account Entry Strategy ? First, Decide who is likely to be most receptive to product or services like yours. ? Approach receptivity and ask for meeting and ease receptivity fears on hard selling. ? Uncover information during the meeting ? Locate the focus of dissatisfaction, setup the meeting, prepare a question list which you’ll ask to uncover potential dissatisfaction ? Conduct several meeting with your contact at the focus of dissatisfaction. You’ll need to meet other individuals in order to justify involving people at the focus of power. The objective of the phase is to develop satisfaction ? Develop a sponsor at the focus of dissatisfaction either introduce you or represent you at the focus of power. Case Study: How to perate to a medical account to sell you finance software ? Assume you are sales rep. in a finance s/w pany, a Shanghai Stock Exchange listed pany opened a new factory in your territory in 2002, you get information that the factory will have a new project to standardize its finance operation, you pany are one of 2 top players in the area. ? Develop you account peration strategies. The objective is to gain bid right for the project. 如何讓你的客戶需要你 認(rèn)識需求階段策略 認(rèn)識需求階段 Agenda ? Objectives for the Recognitions of Needs Phase ? Uncovering Dissatisfaction ? Setting Your Objectives ? Planning Your Questions ? Asking Situation Questions ? Asking Problem Questions ? How Problems Are Developed ? Selling to the Focus of Dissatisfaction ? Gaining Access to Decision Makers ? Selling Indirectly to Decision Makers + Prepare Your Sponsor + Need payoff Questions ? The SPIN Questioning Strategy 認(rèn)識需求 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客戶意識到有新的購買需求。 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 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。 Wants。 Their Business + How to Make Your Customers Need You ? Day 2 + Influence the customer’s choice + Differentiation 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