【正文】 eir profit levels. This forces Eastman Chemical’ s need to increase the efficiency of their high volume Voridian division business. Their shortterm goal is to improve the production efficiency of their manufacturing operations. Currently, Voridian produces 5,000 metric tons of plastics with 85% plant efficiency and generates $ in annual revenue. The operations are currently at 100% capacity and they have difficulty monitoring their production system. This affects aspects of their manufacturing process to increase profitability by reducing operating costs. The need for integration of data is limiting their ability to plan effectively for downtime and decrease recovery time on failures. Because of multiple platforms the team has difficulty managing the technologies to correctly identify, diagnose, and correct critical problems. Increasing overall operational efficiencies through people skill set improvement and integration of planning data will allow them to run at a higher efficiency rate and meet market demands. 了解你的市場 RACS目標(biāo)客戶特征 (例子 ) ? 所服務(wù)的行業(yè) ? 藥品，汽車，食品 和 飲料 ? 關(guān)鍵人物 ? 工廠經(jīng)理，生產(chǎn)副總裁，運營副總裁 ? 關(guān)鍵目的和目標(biāo) ? 減少停工時間 ?減少生產(chǎn)成本 ?提高生產(chǎn)率 ? 你的產(chǎn)品 ? 合成結(jié)構(gòu) 23 Eastman Chemical (EMN) 是一家跨國公司，總部設(shè)在美國田納西州 Kingsport。” “當(dāng)一筆生意最終關(guān)閉時，它像是由希望和幸運捆在一起的一系列隨機事件?！? “一個主顧使人迷茫，而我的銷售人員抓住一種技術(shù)上的資源并在一個銷售訪問中便消耗殆盡?！? *Geoffrey Moore, Inside the Tornado ? 34% Early Majority (Pragmatists) ? 34% Late Majority (Conservatives) ? 1218% Laggards (Skeptics) Early Market Mainstream Market Adaptability To Change ? 35% Innovators (Technology Enthusiasts) ? 1215% Early Adopters (Visionaries) “ The Chasm” “ I dread creating (and defending) forecasts.” “ Most of my sales reps don’ t know when to or cannot walk away from bad opportunities.” “ A prospect asks a question and my salespeople grab a technical resource and run out on a sales call.” “ It is painful to plete sales cycles and have prospects decide to do nothing.” “ When a deal finally closes, it resembles a series of random events tied together by hope and luck.” Management Issues *Geoffrey Moore, Tornado內(nèi)部 ? 34% 早期大部分 (實用主義者 ) ? 34% 后期大部分 (保守主義者 ) ? 1218% 落后者 (懷疑論者 ) 早期市場 主流市場 對改變的適應(yīng)能力 ? 35% 的革新者 (技術(shù)熱心人 ) ? 1215% 早期采納者 (空想家 ) “斷層” 17 “我懼怕制訂（并為之辯護）預(yù)測報告?！? “我無法使我的‘教導(dǎo)’成為實際的采購權(quán)力人物。 is helping your customer visualize how to use your offering to: ? Achieve a goal ? Solve a problem ? Satisfy a need Selling Issues “ My manager tells me what to do, he/she never tells me how to actually do it.” “ We have too many resources in the account. Each person has their own agenda and we keep stepping on each others’ toes.” “ I couldn’ t get around my ‘ coach’ to get to the real Buying Influence.” “ I gave them our standard presentation…but they just didn’ t get it.” 什么是 CustomerCentric Selling?? CustomerCentric Selling? 是幫助你的客戶 想象如何 利用 你提供的產(chǎn)品來 : ? 達(dá)到目標(biāo) ? 解決一個問題 ? 滿足一種需求 15 銷售問題 “我的經(jīng)理告訴我去做什么，他 /她從不告訴我實際怎么做。 能稱之為解決方案的人是潛在客戶 ! 4. 你只能 “賣” 給能 “買” 的人 5. 提供處方前花時間診斷 6. 情緒化的決定由價值觀和邏輯性證明 7. 首先使自己相同 然后 使自己不同 … 否則你僅僅是 不同的 8. 早期的 壞消息就是 好 消息 9. 沒有得到就不要給予 (公平交換 ) 10. 當(dāng)有希望的主顧準(zhǔn)備購買前不要“放棄” CCS 核心概念 羅克韋爾自動化銷售過程圖 目標(biāo)分享 (10%) G 倡導(dǎo)者 (20%) C 評估 (50%) E 口頭的 (90%) 提案 (10%) V/P/W Pipeline 階段 /Funnel 里程碑 s 激活 (0%) A 銷售待命對話工具（內(nèi)部） 致電提示著 目標(biāo) /成功案例菜單 訪問手稿 整理以探查提示著 解決方案開發(fā)提示著 ? 致電提示著 解決方案開發(fā)提示著 ? 機會認(rèn)證 模版 依據(jù)目標(biāo) 的利潤總結(jié) 客戶對應(yīng)（外部） 事件計劃順序 執(zhí)行計劃 成本 v. 利潤 成功 規(guī)律 關(guān)鍵人物 信函 (5 個關(guān)鍵 部分 ) 會議 確認(rèn) 郵件 舉行發(fā)現(xiàn)性 會議： 認(rèn)識業(yè)務(wù) 目標(biāo) 解決方案開發(fā)： 診斷目前形勢 并開發(fā)解決方案 $ % 采購權(quán)力人物 認(rèn)證 [擁護者 ?] 論證步驟 ? 關(guān)鍵人物 會議 解決方案 開發(fā) $ % 機會認(rèn)證 （事件的談判順序） 執(zhí)行 和管理 SOE步驟 潛在主顧 和 業(yè)務(wù)發(fā)展 銷售過程步驟 優(yōu)勝信函 (5 個關(guān)鍵 部分 ) 銷售訪問總結(jié)問題 關(guān)鍵人物 機會 圖 認(rèn)證決策 提示著 確認(rèn)關(guān)鍵人物會議的信函 談判工作表 合同 談判和 關(guān)閉 What is CustomerCentric Selling174。 tools specific to job title and markets, to help sales people to have intelligent conversations with customers about the use of their products and services to achieve their goals, solve a problem or satisfy a need ? A buyer qualification model that targets early access to Key Players, control of mittee decisions, control of the proposal process, and control of the sell cycle without over controlling the buyer(s) ? A framework for ensuring that customer expectations for implementation are set and met ? A set of analysis tools for management (and sales people) to determine sales opportunity quality and strength, assign prospecting activity, assess skill levels of salespeople, provide opportunity coaching, and forecast future business at an opportunity level Why CustomerCentric Selling174。 開始 研討會目的 RACS 目標(biāo) 研討會模塊 CCS 核心概念 RA 程序圖 介紹 CCS 銷售問題 管理問題 能力構(gòu)成 市場知識 研究室 : 案例研究潛在客戶概況 產(chǎn)品使用知識 練習(xí) : 創(chuàng)建能力 (EQPA 公式 ) 第 28 – 38頁 模塊 1: CCS 技術(shù)－組合 個人的 起點 水平線 核心概念 1: 你被授權(quán)為代言人 第 39 – 58頁 模塊 2: CCS 技術(shù)－ 解決方案開發(fā) 核心概念 2: 人們最信服他們自己發(fā)現(xiàn)的原因 核心概念 3: 沒有目標(biāo)就是沒有潛在客戶，唯一能將其成為解決方案的人就是潛在客戶 ! 核心概念 4: 你只能“賣”給那些能“買”的人。上午、下午都有休息。 技術(shù) 潛在主顧和業(yè)務(wù)發(fā)展 組合 (3維 ) –人員 –采購權(quán)力人起點 –水平線 解決方案開發(fā) 關(guān)鍵人物資質(zhì)認(rèn)定 機會認(rèn)定和控制 建立商業(yè)價值 談判 CCS 流程管理 模塊 1 模塊 2 模塊 3 模塊 4 模塊 6 模塊 7 模塊 8 模塊 5 Workshop Outline Day 1 12:00pm Workshop begins 3:00pm Break 6:00pm End of Workshop Begin Team Assignment Day 2 8:00am Workshop begins 10:00am Break 12:00pm Lunch 3:00pm Break 5:30pm End of Workshop Begin Team Assignment Day 3 8:00am Workshop begins 10:00