【正文】 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 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 power Role Play: Prepare Your Spons。 Understanding your customer is KEY‖ Experience Sharing: How to make an appointment with VIP ? Set appointment with decision maker is difficult ? How to get the face to face opportunities + Homework, 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 2022, 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. 如何讓你的客戶需要你 認(rèn)識(shí)需求階段策略 認(rèn)識(shí)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(shí)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(shí)到有新的購買需求。 7S model + Know where to get customer information Understanding Your Customer’s Business 進(jìn)入客戶策略 ——追根溯源 投標(biāo)前階段 Account Entry Strategy: Getting to Where It es ? The Purchase Channel ? Where is the Decision Maker ? Entry Strategy ? The Three Focus Points of an Entry Strategy ? The Focus of Receptivity ? The Danger of Receptivity ? Moving From Receptivity to Dissatisfaction ? Identifying the Focus of Dissatisfaction ? Influencing the Focus of Dissatisfaction ? Moving to the Focus of Power ? Selling at the Focus of Power ? When the Focus of Power Changes ? Developing Entry Strategies The Purchasing Channel ? Routine Account Peration Channel Sales Gate Keeper Influencer Decision Maker ? Hardest way to allocate purchase channel for a new innovative products and services in Selling Cycles . Mfg. Barcode Printing Outsourcing Solution ? Success sales normally find a focus (sponsor) within account helping him move towards a point from which they should begin developing needs. ? 3 focus model for successful people to find sponsors ? The focus on receptivity ? The focus on dissatisfaction ? The focus on power Where is decision maker ? Exercise + Who is the decision maker for ERP project bid. ? CEO ? CFO ? CTO or others. What is your passing experience to connect to decision maker? Entry Strategies ? Successful people tended to seek a sponsor + Sponsor An Individual within the account who helped them, advised them, and if necessary, represented them in place where they could not gain access Not only individual, But more a particular function or area of an account as sponsor. Focus + Focus A ― Focus‖ Within Account – a person, a mittee or a department who would help them move toward a point from which they could begin developing needs The Three Focus Points of An Entry Strategy (I) ? Sales People normally could find sponsors from 3 focus points: + The focus of receptivity: the point in an account wh