【正文】 tability to changeStep 4 : Identify their Decision OrientationStep 5 : Identify your level of contactStep 6 : Identify your positionStep 7 : Present your map to your account team 強大的銷售工具 —— 了解你的客戶的業(yè)務(wù)準 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 businessUnderstanding Your Customer’s BusinessUnderstanding Your Customer’s BusinessUnderstanding Your Customer’s Business? Business Performance Factors : + Political, Economical, Social, Technical? Customer Business Structure Map :+ Systems, Style, Staff, Strategy, Skills, Staff and Shared Vision+ 7s Model? Summary+ Understand how to track customer’s business information+ Use PEST 7S model+ Know where to get customer informationUnderstanding Your Customer’s Business進入客戶策略 —— 追根溯源投 標 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 StrategiesThe Purchasing Channel? Routine Account Peration ChannelSales 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+ SponsorAn Individual within the account who helped them, advised them, and if necessary, represented them in place where they could not gain accessNot only individual, But more a particular function or area of an account as sponsor. Focus+ FocusA “ Focus” Within Account – a person, a mittee or a department who would help them move toward a point from which they could begin developing needsThe 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 where 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 ModelFocus of ReceptivityFocus of DissatisfactionFocus of PowerLeads you toLeads you toThe Individual, functional area or location most likely toListen receptively Provide you with informationThe 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 actionThe 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 dissatisfactionDanger of Focus of Receptivity? Do not misinterpreted the interest as progress+ Remember your strategic objective is “ Information” “ Access”? Danger of distraction? Danger of misinterpretation? Danger of presentationMoving From Receptivity to Dissatisfaction? Objective of Focus on Receptivity+ Gain access to person or function who probably not satisfied? Use SPIN Situational question Do you know anybody in your pany who’s experiencing problems in this areas…? Less successful sales concentrated on impressing the receptive person.? Focus of Receptivity, Focus of Dissatisfaction and Focus of Power may be same person.Identify the Focus of Dissatisfaction? Mindset to set your product in problemsolving terms to allocate focus of dissatisfaction.? SPIN Questioning SkillsInfluence the focus of dissatisfaction? The objective of influence the focus of dissatisfaction1. Uncover dissatisfaction and develop it to a point where the customer wants to take action2. Use the dissatisfaction you’ve developed to gain access to the decision maker, either directly or by using your sponsor to sell on your behalf.SPIN Call Planning FormMoving to the Focus of Power? Identify the focus of Power? Direct or indirect interface with focus of PowerSelling at the Focus of PowerWhat’s typical characteristics of executive or high level manager+ Normally busy+ Objective oriented, value driven+ Confidence? Danger of selling at the focus of power:+ Failure to do homework+ Failure to take control+ Premature meeting+ Inappropriate expectations“Well Prepared 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 d