【正文】 ” 可能的緊急情況 使用劇情 不需要的特點(diǎn)和能力 ? 可能的緊急情況實(shí)例 特點(diǎn) 如果 _______________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ ___________________________________________________你會感覺如何？ 我們 _______________________ 的特點(diǎn)提供這種能力?！? 如果上述有答案是”是” , 另外的解決方案開發(fā)則應(yīng)就序 “還有另外的目標(biāo)你希望完成的嗎 ?” 跟蹤 解決方案開發(fā) 目標(biāo)擴(kuò)展 : “例如 , 我們其他客戶執(zhí)行新自動化能力的目標(biāo)包括 : 1. 增加生產(chǎn)量 2. 達(dá)到條例規(guī)范標(biāo)準(zhǔn) 3. 并且 , 降低生產(chǎn)成本 現(xiàn)在還有其他另外的目標(biāo)值得討論嗎 ?” 目標(biāo)菜單 : 73 Make yourself equal THEN make yourself different…Otherwise you are just different CCS Core Concept 7 Rqmts Vendor A Vendor B Vendor C “ How are you any different from Vendor A?” 首先使自己相同 然后使自己不同 … 否則你僅僅是 不同的 CCS核心概念 7 74 要求 供應(yīng)商 A 供應(yīng)商 B 供應(yīng)商 C “你跟供應(yīng)商 A有怎樣的不同 ?” 75 When Your Prospect Is Already Looking As potential “ Column B” , what are your chances of success? SELFGENERATED 1. Easier for seller to clarify goal solution 2. Buying Influence is open to discussing USAGE of capabilities and/or more willing to discuss new capabilities 3. Capabilities are positioned “ gently” (“ …would it help if… ” ) 4. Buying Influence is willing to discuss how they do it today 5. Buying Influence is willing to identify Key Players 6. Buyer may be a Decision Maker COMPETITIVE 1. Solution is fixed. More interest in proposal/pricing 2. Buying Influence does not want to discuss USAGE of capabilities or accept new capabilities 3. Capabilities are positioned “ aggressively” (“ …is one of your requirements… ” ) 4. Buying Influence is only willing to participate in a brief diagnosis 5. Buying Influence does not want to identify Key Players 6. Buying Influence is most often not a Decision Maker Reasonable chance of being Col A Low probability of removing Col A Latent Need Capability Plausible Emergency Active Need Usage Scenario Unwanted Feature or Capability? 當(dāng)你的潛在主顧看起來已經(jīng)像正在尋找 潛在的“ B欄”中的客戶 , 你成功的機(jī)會是什么 ? 自發(fā)的 1. 銷售員容易明確目標(biāo) 解決方案 2. 采購權(quán)力人物 敞開討論 能力的用途 /并且容易接受 新 能力的討論 3. “溫和的”定位該能力影響 (“假如 … 會不會幫助 … ” ) 4. 采購權(quán)力人物愿意討論今天他們是怎么做的 5. 采購權(quán)力人物愿意透露關(guān)鍵人物 6. 采購員可能就是做決策者 可以爭取的 1. 解決方案已經(jīng)確定，更多側(cè)重于提案 /價(jià)格 2. 采購權(quán)力人物不愿意討論能力的用途和接受新能力 3. 能力被”侵略性地”定位 (“ … 是你的要求之一 … ” ) 4. 采購權(quán)力人物只愿意參與簡短的診斷 5. 采購權(quán)力人物 不愿意透露關(guān)鍵人物 6. 采購權(quán)力人物大多不是決策者 有可能成為 “ A欄” 成為 “ A欄” 的可能性小 76 潛在需要 能力 可能的緊急情況 很需要 使用劇情 不需要的特點(diǎn)或能力 ? “ How would you feel, if at 2 . on Saturday, lightening strikes one of your 1400 AllenBradley Drives and it fails, which pletely takes your process down and you have a large order due to ship on Monday morning? Your spare is the wrong revision and will not work with the previous parameters? Is that plausible? “ Prior to a critical line shutdown, what if you had an Asset Management Professional who identified and managed parts requirements based upon a statistical analysis that included your current rev. levels, up to date warranties, and parts that required repair or replacement, so that your technicians had the appropriate part on site when needed? Would that help? “ Our Asset Management offerings can provide these unique capabilities.” Plausible Emergency Usage Scenario Unwanted Feature or Capability? Plausible Emergency Situation Example Feature How would you feel if _______________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ Our _______________________ feature provides that capability. Plausible Emergency Usage Scenario Plausible Emergency Creation Exercise _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ Event: Question: Player: Action: “如果星期六凌晨兩點(diǎn)，你的 1400臺 Allen Bradley 驅(qū)動器遭雷擊，你完全停產(chǎn)，而你周一早晨有一大筆訂單需要船運(yùn)，你會感覺如何？你的備件版本不對，不能使用先前的參數(shù)。” “感謝你的時(shí)間。 具備我們剛討論的能力 , 你覺得你能夠達(dá)到多少提高 ?” 明確 /加強(qiáng) 個(gè)人的 /政治的完成目標(biāo)的 價(jià)值 目前情況 問題 能力 問題 解決方案開發(fā) 激勵者 ? 72 初步認(rèn)定 : 結(jié)束訪問 : “基于我們的討論 , 我相信羅克韋爾自動化能幫助你達(dá)到 你的目標(biāo)。 %, $ (W/165。 with the capabilities we have discussed, how much improvement do you think you could achieve?” Clarify/intensify personal/political value of achieving goal CURRENT SITUATION QUESTIONS CAPABILITY QUESTIONS Solution Development Prompter? Preliminary qualification: End call: “ Based upon our discussion, I believe Rockwell Automation can help you achieve your goals. Is now the right time for you to mit the effort and resources necessary to further evaluate Rockwell Automation?” “ Thank you for your time. I’ d like to confirm my understanding of your situation and suggest some steps for your further evaluation of Rockwell Automation. Do you prefer a letter, fax or ? (Buying Influence responds) I’ ll forward it to you in a day or so.” If “ yes” to any of the above, additional Solution Development is in order “ Are there any additional objectives you’ re hoping to acplish?” Following Solution Development Goal expansion: “ For example, other goals our clients have when implementing new automation capabilities include: 1. increasing throughput 2. meeting regulatory pliance standards 3. and, reducing manufacturing costs Are any of these addit