【正文】 2 當(dāng)銷售個(gè)案的環(huán)境；或其組織生態(tài) 發(fā)生「改變」；不論大小，都極可 能在未來產(chǎn)生「沖擊」，而影響全 局的最后成敗。 大型銷售個(gè)案 特性 5 大多取決于 .............. 結(jié)構(gòu)化的營銷 ， 而非單純的「產(chǎn)品」 或「價(jià)格」。 策 略 13 Strategy 專注每個(gè)個(gè)案 鞏固 競(jìng)爭(zhēng)優(yōu)勢(shì) ，以達(dá)成既訂的「銷售目標(biāo)」。 分析現(xiàn)況與你 方的形勢(shì) 思考如何取得或 提升競(jìng)爭(zhēng)優(yōu)勢(shì) 擬訂行動(dòng)計(jì)劃 執(zhí)行行動(dòng)計(jì)劃 Control Tracking 14 「策略銷售」 的邏輯 1. 關(guān)鍵影響人員 2. 客戶「反饋型態(tài)」 3. 警示訊號(hào) / 杠桿作用 4.「贏」的策略 5. 銷售對(duì)象管理 6. 銷售對(duì)象剖析、篩選 關(guān)鍵分析要項(xiàng) 策略擬訂 取得有利的銷售位置 以提升競(jìng)爭(zhēng)優(yōu)勢(shì) 15 銷售位置 16 17 驚慌與焦慮 陶醉與自滿 「船到橋頭自然直」絕非正途 宜盡早回頭 !! Take Action Move !! 18 陶醉與自滿 「船到橋頭自然直」絕非正途 宜盡早回頭 !! 驚慌與焦慮 Close Change !! Current PositionI Target Position Take Action Move !! Current PositionII 19 銷售位置評(píng)估 我必需作那些改變， 以消除憂慮？ 是否需要改變， 以為鞏固？ 確定的結(jié)果 不確定的結(jié)果 停 驚 慌 陶 醉 20 A Co., David B Co., Richard X Company 10M 120 days Network A New BMW 10 days vacation 6 days for Fishing 4 days for SS ? ? ? CEO ADM VP FIN VP James T DIR SM GM Lucy Mgr Mgr Mary BOD 21 Workshop 1 Power Sales TMSInformation Form 01372 Case No. :___ Reviewed by :_______Review date : Project objective : ___________________________________________________ _____________________________________________________________ Changes :1. ___________ 2. ________________ 3. ________________ *Please rating the Changes by (+ / ) * Previous activities review : __________________________________________________ ________________________________________________________________________ ________________________________________________________________________ Key influence review : Title Response Mode Red flag Status description (EB) ______________ ______ _____________ _________ ____________________ ______________ ______ _____________ _________ ____________________ (TB)______________ ______ _____________ _________ ____________________ ______________ ______ _____________ _________ ____________________ (UB)______________ ______ _____________ _________ ____________________ ______________ ______ _____________ _________ ____________________ Coach____________ ______ _____________ _________ ____________________ ____________ ______ _____________ _________ ____________________ NEW____________ ______ _____________ _________ ____________________ ____________ ______ _____________ _________ ____________________ Position test : Euphoria Great Secure Comfort OK Concern Disfort Worry Fear Panic Action When Resource / Concern 1. 2. 3. 4. Next review time : / / AM : PM : S/R : __________ Mgr : __________ 22 1. 確定「銷售目標(biāo)」 2. 檢驗(yàn)并評(píng)估相關(guān)的「改變」 3. 測(cè)試現(xiàn)今「銷售位置」 4. 擬定策略與行動(dòng)計(jì)劃以改善 「銷售位置」 . Workshop 1 :銷售位置 23 Case No. : File create date : / / Project name : _________ _ Project owner :________________ Project value : _________ (K) Others : ____________________________________ ____________________________________ ____________________________________ Major contact persons : Name Title Phone Address 1. 2. 3. 4. Organization chart : Purchase procedure : Major petitors : Company Strength / Weakness 1. 2. Current status : _______________________________________________ _____________ ________________________________________________________________ _________ ________________________________________________________________ _________ ________________________________________________________________ _________ TMS Information Form 0137 1 Confidential TMS Information Form 0137 1 Case No. : Reviewed by : Review date : / /Project objective : ________________________________________________________ ________________________________________________________ Changes : 2. ________________ 3. __________________* Please rating the Changes by (+ / ) *Previous activities review : __________________________________________________________________________________________________________________________________________________________________________________________________ Key influence review : Title Response Mode Red flag Status description (EB) ______________ ______ _____________ _________ ____________________ ______________ ______ _____________ _________ ____________________ (TB) ______________ ______ _____________ _________ ____________________ ______________ ______ _____________ _________ ____________________(UB) ______________ ______ _____________ _________ ____________________ ______________ ______ _____________ _________ ____________________Coach ____________ ______ _____________ _________ ____________________ ____________ ______ _____________ _________ ____________________NEW ____________ ______ _____________ _________ ____________________ ____________ ______ _____________ _________ ____________________Position test :Euphoria Great Secure Comfort OK Concern Disfort Worry Fear PanicAction When Resource / Concern1.2.3.4.Next review time : / / AM : PM : S/R : __________ Mgr : __________TMS Information Form 01372 ConfidentialTMS Information Form 01372A94 06/15/2023 ABC Co., 阿丁 ************** *********,******** ADM 12345 …….. Mrs. Xiao Mgr 875756 ……….. CEO ADM VP FIN VP James T DIR SM GM Lucy Mgr Mgr Mary BOD A Dept B Dept D Dept E Dept C Dept Total : 60