【正文】 k, 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 2020, 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. 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。策略目標(biāo)： 1. 發(fā)現(xiàn)不滿 2. 擴(kuò)大不滿 3. 根據(jù)客戶的不滿提供解決方案 Recognition of Needs 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 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