【導(dǎo)讀】在老闆面前表現(xiàn)良好。順順利利沒有大意外。也是一個(gè)平凡人!客戶需求階層的練習(xí)。與你的客戶經(jīng)理共同來完成你的。讓你可以所向披靡。讓你可以不用談判就把東西賣出去

　　

【正文】 Who does what, when, where Give assurance it’s practical Anticipate questions and objections Feature Benefit Need Ensure Understanding Reinforce that our idea gives him / her what he / she needs Check his / her understanding of the key benefits matching his / her principal needs Offer a choice Get a decision Suggest something we can do Use silence Objective Setting 導(dǎo)引需求 再次強(qiáng)調(diào)好處 提案 取得首肯 鞏固結(jié)果 設(shè)定目標(biāo) 降龍六式 12mins 30sec 6mins 1min 30sec Modern Trade Academy 66 169。 Glendinning Management Consultants 2020 Ref: f:\Work\Unilever KAM Foundation Train the Trainer\ Understand the Needs 鞏固結(jié)果 Secure the Result Modern Trade Academy 169。 Glendinning Management Consultants 2020 Ref: f:\Work\Unilever KAM Foundation Train the Trainer\ Understand the Needs 67 Structured Commercial Selling Understand the Needs Reinforce Key Commercial Benefits The Commercial Proposition Agreement to Proceed Securing the Result Current conditions Customer needs establish, create, confirm Questioning / listening Opportunities for benefits Confirm contact interest Check understanding of situation / needs Simple, clear, concise? Does it meet the needs? Does it suggest action? Indicate that the benefits of Proposal can satisfy needs Who does what, when, where Give assurance it’s practical Anticipate questions and objections Feature Benefit Need Ensure Understanding Reinforce that our idea gives him / her what he / she needs Check his / her understanding of the key benefits matching his / her principal needs Offer a choice Get a decision Suggest something we can do Use silence Objective Setting 導(dǎo)引需求 再次強(qiáng)調(diào)好處 提案 取得首肯 鞏固結(jié)果 設(shè)定目標(biāo) 降龍六式 12mins 30sec 6mins 1min 30sec Modern Trade Academy 169。 Glendinning Management Consultants 2020 Ref: f:\Work\Unilever KAM Foundation Train the Trainer\ Understand the Needs 68 鞏固結(jié)果 ?降龍六式為結(jié)果論 ?好不容易打到第六式一定要得到結(jié)果 ?武功高強(qiáng)不用怕對(duì)方說 “ 不 !” Modern Trade Academy 169。 Glendinning Management Consultants 2020 Ref: f:\Work\Unilever KAM Foundation Train the Trainer\ Understand the Needs 69 第六式的秘訣 ? 正面的氣氛 措辭信心十足 ,充滿 熱情 的 和你的提案邏輯符合 ? 掌握好時(shí)機(jī) 所有事情都導(dǎo)向結(jié)論 儘早結(jié)語 見好就收 ! (以免對(duì)方反悔 ) 等待 “ 接受 buying signal” 的訊息 “ 抗拒 ” 可能也暗示該結(jié)語了 Modern Trade Academy 169。 Glendinning Management Consultants 2020 Ref: f:\Work\Unilever KAM Foundation Train the Trainer\ Understand the Needs 70 鞏固結(jié)果 lways 總是 e 做 losing 結(jié)束 見好就收 ! Modern Trade Academy 169。 Glendinning Management Consultants 2020 Ref: f:\Work\Unilever KAM Foundation Train the Trainer\ Understand the Needs 71 ? 勇敢的提出選擇 Ex:完成的日期 ,下單試賣 ? 大膽的要求一個(gè)決定 ? 臉皮厚的列舉行動(dòng)步驟 – 你的 : Ex:我會(huì)在明天將所有的資料傳真給你 – 和他們的 : EX: 請(qǐng)你儘快和你們的營(yíng)運(yùn)及行銷部門溝通 ? 小心 : 在結(jié)語後 沉默 ,等待回應(yīng) ,不要緊撲 ( Buyer 有矜持 ) 提供一個(gè)選擇 推出一個(gè)決定 提供 行動(dòng) 第六式的招數(shù) Modern Trade Academy 169。 Glendinning Management Consultants 2020 Ref: f:\Work\Unilever KAM Foundation Train the Trainer\ Understand the Needs 72 假設(shè)性 簡(jiǎn)報(bào)後直接結(jié)語 Ex: 討論了半天 ,我明天給你送個(gè)樣品過來吧 ! 選擇性 給採購有選擇 : 這個(gè)月報(bào)價(jià)還是下個(gè)月 ? 上這隻還是那隻 ? (加一顆蛋還是兩顆蛋 延伸版 ) 特別好處 / 恐懼 你今天下單就會(huì)是漲價(jià)前的價(jià)格 /今天不下單 ,明天就缺貨了 強(qiáng)調(diào)執(zhí)行 將重點(diǎn)放在如何執(zhí)行 ,而不是假設(shè)性情況 和客戶一起做執(zhí)行計(jì)畫 第六式卑鄙篇 Modern Trade Academy 73 169。 Glendinning Management Consultants 2020 Ref: f:\Work\Unilever KAM Foundation Train the Trainer\ Understand the Needs “ 降龍六式 ” 結(jié)語 Modern Trade Academy 169。 Glendinning Management Consultants 2020 Ref: f:\Work\Unilever KAM Foundation Train the Trainer\ Understand the Needs 74 Structured Commercial Selling Understand the Needs Reinforce Key Commercial Benefits The Commercial Proposition Agreement to Proceed Securing the Result Current conditions Customer needs establish, create, confirm Questioning / listening Opportunities for benefits Confirm contact interest Check understanding of situation / needs Simple, clear, concise? Does it meet the needs? Does it suggest action? Indicate that the benefits of Proposal can satisfy needs Who does what, when, where Give assurance it’s practical Anticipate questions and objections Feature Benefit Need Ensure Understanding Reinforce that our idea gives him / her what he / she needs Check his / her understanding of the key benefits matching his / her principal needs Offer a choice Get a decision Suggest something we can do Use silence Objective Setting 導(dǎo)引需求 再次強(qiáng)調(diào)好處 提案 取得首肯 鞏固結(jié)果 設(shè)定目標(biāo) 降龍六式 12mins 30sec 6mins 1min 30sec Modern Trade Academy 169。 Glendinning Management Consultants 2020 Ref: f:\Work\Unilever KAM Foundation Train the Trainer\ Understand the Needs 75 降龍六式準(zhǔn)備表 客戶現(xiàn)有狀況 /需求 問題 amp。聆聽 利益點(diǎn) /機(jī)會(huì)點(diǎn) 確定興趣 檢視對(duì)情況 / 需求的瞭解 簡(jiǎn)單 ,清楚 ,簡(jiǎn)潔 ? 符合需求 ? 建議行動(dòng)了嗎 ? 告訴他企劃案所帶來利益可滿足他的需求 誰做什麼 ,時(shí)間 ,地點(diǎn) 確定可行性 /實(shí)際性 預(yù)期問題即拒絕 特色 好處 需求 確定了解 再次強(qiáng)調(diào)所提的利益 正是他所需要的 確定他了解所提的主要利益完全符合他的需求 提供選擇 / 達(dá)成決定 建議我們可做的事情 / 善用沉默是金 符合聰明的原則 導(dǎo)引需求 再次強(qiáng)調(diào)好處 提案 獲得首肯 鞏固結(jié)果 設(shè)定目標(biāo) Modern Trade Academy 169。 Glendinning Management Consultants 2020 Ref: f:\Work\Unilever KAM Foundation Train the Trainer\ Understand the Needs 76 降龍六式評(píng)估表 客戶現(xiàn)有狀況 /需求 問題 amp。聆聽 利益點(diǎn) /機(jī)會(huì)點(diǎn) 確定興趣 檢視對(duì)情況 / 需求的瞭解 簡(jiǎn)單 ,清楚 ,簡(jiǎn)潔 ? 符合需求 ? 建議行動(dòng)了嗎 ? 告訴他企劃案所帶來利益可滿足他的需求 誰做什麼 ,時(shí)間 ,地點(diǎn) 確定可行性 /實(shí)際性 預(yù)期問題即拒絕 特色 好處 需求 確定了解 再次強(qiáng)調(diào)所提的利益 正是他所需要的 確定他了解所提的主要利益完全符合他的需求 提供選擇 / 達(dá)成決定 建議我們可做的事情 / 善用沉默是金 符合聰明的原則