【正文】 IVIm 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 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。 Marketing Senior VP CFO VP Field Operations Marketing Director Director of Ramp。 大客戶銷售謀略 Objective of Workshop ? Understand Characteristics of Major Account Selling Strategies in Whole Lifecycle, thus to + Shorten bidtowin ratio + Shorten selling cycles + Minimize discounts and negotiated concessions + Establish clear, unique business value with the customers + Reduce selling costs through more effective sales strategies + Increase sales per employee Develop expected relationship with the customers. Eg. Strategic Partnership etc. Agenda ? Day 1 + How the Customer Make Decisions + SPIN Question Strategy + Account Entry Strategy + Understand Your Customer 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 Level of Contact No Contact ! Brief Contact % Multiple Contacts * InDepth “How often do we meet with our client ?” Mapping Contact Coverage ! : No Contact % : Brief Contact * : Multiple Coverage : InDepth * CEO Senior VP Sales amp。 Their Own Language Selling Indirect to the Decision Maker (II)) NeedPayoff Question Effective way to rehearsal of your sponsor while your sponsor facing decision maker on your behalf. NeedPayoff Question!! + Questions that explore the value or usefulness of solving a problem Eg. Why is it so important to you….? Would it be useful if …? SPIN Questioning Strategy Situation Question Problem Question Implication Question Need Pay Off Question ? Achieve fa。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 ! ! !