【正文】 ere there were receptive people who were prepared to listen sympathetically + The focus of dissatisfaction: the point in an account where there were people unhappy with the present system or supplier. + The focus of power: the elusive point in an account where there were people able to make decision. Especially for account, no purchasing channel existed. Entry Strategy Model Focus of Receptivity Focus of Dissatisfaction Focus of Power Leads you to Leads you to The Individual, functional area or location most likely to Listen receptively Provide you with information The Individual, functional area or location most likely to Perceive problems and dissatisfaction in an area where you can help. The Individual, functional area or location most likely to Approve action Prevent action Influence action The Focus of Receptivity ? Easiest starting point for your account peration + The reason why they want to listen ? Objective of sales to focus on receptivity + Find out information + Gain access to focus of dissatisfaction Danger of Focus of Receptivity ? Do not misinterpreted the interest as progress + Remember your strategic objective is ― Information‖ amp。D Director of Mfg. Director of IT Controller SA E SA B B SA E E B B V V V P P I I L C C B B B B R T F F T R ! ! ! ! ! % % ! ! You X M M M % Exercise III : Mapping The Organisation Take 20 minutes to analyse your customer. Mapping Your Clients Step 1 : Define the formal Organisation Structure ? For each individual : Step 2 : Identify their needs level Step 3 : Identify their adaptability to change Step 4 : Identify their Decision Orientation Step 5 : Identify your level of contact Step 6 : Identify your position Step 7 : Present your map to your account team 強(qiáng)大的銷售工具 ——了解你的客戶的業(yè)務(wù) 準(zhǔn)備 ? Objectives + To build an overview awareness of customers business activities + To know how to track customer information + To know where to find customer information + To know how to use frameworks to keep track of customer’s business Understanding Your Customer’s Business Understanding Your Customer’s Business ? Collect amp。 Influence Networks CEO Senior VP Sales amp。 Marketing Senior VP CFO VP Field Operations Marketing Director Director of Ramp。D Director of Mfg. Director of IT Controller SA E SA B B SA E E B B V V V P P I I L C C B B B B R T F F T R ! ! ! ! ! % % ! ! X M M M % Position in Organisation amp。D Director of Mfg. Director of IT Controller SA E SA B B SA E E B B V V V P P I I L C C B B B B R T F F T R ! ! ! ! ! % % ! ! % Your Position Enemy X Non Supporter Neutral Supporter “Where are we with the client ?” Mentor M Mapping Our Position X : Enemy : NonSupporter : Neutral : Supporter M: Mentor CEO Senior VP Sales amp。D Director of Mfg. Director of IT Controller SA E SA B B SA E E B B V V V P P I I L C C B B B B R T F F T R Level of Contact No Contact ! Brief Contact % Multiple Contacts * InDepth “How often do we meet with our client ?” Mapping Contact Coverage ! : No Contact % : Brief Contact * : Multiple Coverage : InDepth * CEO Senior VP Sales amp。D Director of Mfg. Director of IT Controller SA E SA B B SA E E B B V V V P P I I L C C Decision Orientation “On what factors does our client base their decision on ?” Financial $ Technical T Relationship R Business B Mapping Decision Orientation B : Business R : Relationship F : Financial T : Technical CEO Senior VP Sales amp。D Director of Mfg. Director of IT Controller SA E SA B B SA E E B B Adaptability to Change Technology Adoption Lifecycle Innovators Visionaries Pragmatists Conservatives Laggards Adaptability to Change Innovators Visionaries Pragmatists Conservatives Laggards Status Quo Reference Sites What They Want What They Buy Your Value Proposition Not to be left behind Evolution Solve Problems Revolution Recognition State of the art Trials Tests Customised Solution Total Solutions Industry standards at low price with no risk Enhancement of existing services Product excellence Innovation Future Competitive Advantage Return on Investment Guarantees Investment protection Mapping Adaptability to Change I : Innovator V : Visionary P : Pragmatist C : Conservative L : Laggard CEO Senior VP Sales amp。 People Profiles ? Benefits + Improve your view into the client’s anisation for improved relationship management + Develop relationships with the right people who can provide insight and direction Key Components of Understanding Customer’s Organisation Macro ?Formal Structure ?Political Structure ?Inner Circle ?Influence Networks Micro ?Coverage ?Status ?Decision Orientation ?Innovation / Change Maslow’s Hierarchy of Needs Physiological Safety Belonging Esteem SelfActualisation Character Profile Maslow Adaptability Decision Orientation Levels of Contact Your Position Chen Yuan CEO % B V E Maslow’s Hierarchy of Needs Physiological Safety Belonging Esteem SelfActualisation SA : Self Actualisation E : Esteem B : Belonging S : Safety P : Physiological Mapping Needs SA : Self Actualisation E : Esteem B : Belonging CEO Senior VP Sales amp。 carefully resolve all concern. Exercise 1. Procurement Process ? Read Appendix A: Procurement Process ? Do you know it before, and how you know which