【正文】 carefully resolve all concern.Exercise 1. Procurement Process? Read Appendix A: Procurement Process ? Do you know it before, and how you know which phase you are in while you bid, and your strategies on each phase.? 10 minutesAccount Strategy in the Recognition of Needs Phase? The Most Effective Selling Strategy During the Phase:+ To uncover dissatisfaction in the account and to develop that dissatisfaction until it reaches the critical mass.? When dissatisfaction reaches a sufficient level of intensity or urgency, the account makes a decision to change.? Success sales asks a lot of questions during sales calls than do their less successful colleaguesQuestioning Skills (SPIN)Account Strategy in the Evaluation of Options Phase? The Most Effective Selling Strategy During the Phase:+ To Centralize On Understanding, Influencing, and Responding to Customer Decision Criteria.? Differentiate your solution with your petitors is one of your effective selling strategy.? Common Faults during the period is failure to recognize that a shift has taken place in customer concerns.Not try to uncover customer guideline, or criteria, for making the decision.Account Strategy in the Resolution of Concerns Phase? The Most Effective Sales Strategy During the Phase+ To uncover and help resolve perceived risk? Last minutes fears and concerns arises that can block the decision or cause customers to reopen discussions with petitors. ? A successful sales normally works to uncover and resolve issues that are troubling the customer, even if these issues are unfortable and difficult to discuss.? Negotiation is key selling tool of the phase.Account Strategy in the Implementation Phase? Most Effective Strategy of the Phase+ Followup after post implementation leads to continued success.+ Very Few major sales stop when the customer signs the contract.How to build up long term relationship with the customers?Think About How to Build Up Strategic Relationship with the Customer?Customer Decision PhasesDecision Phase Typical Customer Concerns During the PhaseSign that the Phase is Over and the next phase are startingCommon Strategies errors in this phaseRecognition of NeedsHow we a problemHow big is itDoes it justify actionsCustomer accepts that the problem is severe enough to justify changed and therefore decides to take actions?Failure to investigate/develop customer needs?Making product presentations too earlyEvaluation of OptionsWhat criteria should we use in making a decision Which petitor best meets our criteria?Customer has a clear decision mechanism in place and has used it to select 1 or more final contenders? Failure to uncover customer’s criteria?Little attempt to influence/change stated criteriaResolution of ConcernsWhat are the risks of going ahead?What if it goes wrong?Can we trust these people?Customer make the purchasing decisions? Ignoring concerns in the hope they’ll go away.?Pressuring the customer to make a decisionImplementation Are we getting value from the decision? How quickly will we see the resultsNew needs and dissatisfactions arise?Failure to treat implementation as a sales opportunities?Failure to anticipate vulnerable implementation points強大的銷售工具 —— 提問策略準 備SPIN Questioning ? Situation Questions+ Questions that gather data and background facts.: How many people do you employ? What’s your present ERP system?? Problem Questions+ Questions that uncover problems, difficulties and dissatisfactions.: Are you happy with existing ERP system? Does the existing ERP system has reliability problems.?? Implication Questions+ Questions that explore the consequences or implications of customer’s problem. Does this problem leads to increased costsAs a result of the problem, do we get more down time.? Needpayoff Questions+ Questions that explore the value or usefulness of solving a problemEg. Why is it so important to you….?Would it be useful if …?Implied Needs, Explicit Needs, Benefit, Advantage, Features? Implied Needs+ Statement by the customers about problems, difficulties or dissatisfactions with the existing situation.Eg. I always get behind schedule. We have been lost a lot of money in this area.? Explicit Needs+ Statements of a customer’s wants or intentions. Eg. What I need is… I want some to …? Benefits+ Statements which show how a product, a product feature or advantage meet explicit need which has been stated by the customer.Eg. You have said you need fast turnaround, we can give it to you by the end of the month? Advantage+ Statement showing how a product, product feature can be used or help the customer. Most advantages can be expressed in the form : because of … feature, you can ..” Eg. Because of our ERP product finance module, you can get …. Our new model can save additional 8% material cost.? Features+ Characteristics of a product or servicesEg. This unit cost $400. This is a closed loop feedback system.SPIN FormSituation QuestionProblem Question Implied NeedsExplicit NeedsImplication QuestionNeedPayoff QuestionBenefitsAdvantageFeatureNormal Sales Call Planning FormSituation:The background information I need before probing for the problem:ProblemsThe difficulties the customerhas that I could solve.Implications“Knock on” effects for each problem statedPayOfThe Value to the customer of solving these problems.SPIN Questioning StrategySituation QuestionProblemQuestionImplication QuestionNeed Pay Off Question? Achieve fact finding objectives? Have low selling impact? Useful at focus of receptivity? Achieve uncovering dissatisfaction objectives? H