【正文】 ur product, think about business part of your product can help the customer.2) Set your call objectives1) Build up relationship with specific focus people2) Collect the specific information which can help you moving forward.Objective should be specific and moving forwardPlan Your QuestionsTwo 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 DevelopedAfter 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 this problem leads to increased costsAs 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 maker1. 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 Their Own LanguageSelling Indirect to the Decision Maker (II))NeedPayoff Question Effective way to rehearsal of your sponsorwhile your sponsor facing decision maker on your behalf.NeedPayoff Question!!+ Questions that explore the value or usefulness of solving a problemEg. Why is it so important to you….?Would it be useful if …?SPIN Questioning StrategySituation QuestionProblemQuestionImplication QuestionNeed Pay Off Question? Achieve fact finding objectives? How low selling impact? Useful at focus of receptivity? Achieve uncovering dissatisfaction objectives? Have moderate selling impact? Useful at focus of dissatisfaction?Achieve Objective s of developing and channel satisfaction? Have high selling impact? Useful at focus of dissatisfaction and focus of power? Achieve objectives of rehearsing and selectively channeling customer attention? Have high selling impact? Useful at focus of dissatisfaction and focus of powerRole Play: Prepare Your Sponsor In Front of Decision Maker? Assume you get to focus of dissatisfaction, the Finance Admin. Manager, there will have a briefing meeting to CEO tomorrow afternoon in order to decided two invited panies of the ing closed bid.? Your pany are one of leading 3 finance s/w panies in the market.? You set appointment with your sponsor this evening. ? Now you are thinking how to prepare your sponsor, plan the evening appointment.Assume evening appointment is ing:Do a role play, one is sales rep. of the finance s/w pany, one is the Finance Admin. Manager.The Objective of the role play is to ensure your sponsor is fortable to present you in front of CEO and add you in the bidder list.15minuts影響客戶的選擇方案評(píng)估階段的策略方案 評(píng) 估 階 段Agenda? Recognizing the Evaluation of Options Phase? Objectives for the Evaluation of Option Phase? How People Make Choices+ Identify Differentiation+ Establish Relation Importance of Differentiators+ Judging Alternative Using Differentiators? How Decision Criteria Influence Sales Success? Some Points About Decision Criteria? Influencing Decision Criteria+ Developing criteria from needs uncovered earlier in the sale+ Reinforcing Crucial Decision Criteria You Can Meet+ Building up Incidental Criteria Where You Are Strong+ Reducing the Importance of Crucial Decision Criteria? Overtaking? Redefining? Tradingoff? Creating Alternative Solutions? The Psychology of Handling Crucial Decision CriteriaEvaluation of OptionsThe account decides to act and you hope to emerge as leading petitor during the phase. Strategic objectives of the phase will be: decision criteria decision criteria perceived fit with decision criteria.Recognizing the Evaluation of Options Phase When we can determine the customer goes to Evaluation of Options phase? Published specification+ RFP is broad + RFP is very detail? Purchasing Committee? Vendor PresentationObjectives for the Evaluatio