【正文】 Computer Services Industry, IBM Selling Skill Training 169。 ? 研究客戶的行業(yè)，競爭對手，業(yè)務(wù)方向和一般流程； ? 了解客戶的財(cái)務(wù)狀況； ? 計(jì)劃客戶關(guān)系建立和維系的策略； ? 與客戶進(jìn)行針對其業(yè)務(wù)策略的創(chuàng)造性交流； ? 計(jì)劃和調(diào)動 IBM資源為客戶的業(yè)務(wù)策略提供支持； 當(dāng)達(dá)到如下結(jié)果， IBM團(tuán)隊(duì)在此階段成功 : 因 IBM團(tuán)隊(duì)充分了解客戶的業(yè)務(wù)環(huán)境和策略，客戶認(rèn)可與 IBM的關(guān)系 可確認(rèn)的結(jié)果 : ? 客戶審閱并共同參與 Account Plan； ? 將客戶的市場計(jì)劃與 IBM的資源相匹配； ? IBM團(tuán)隊(duì)可以下一步與客戶的關(guān)鍵人物溝通； ? IBM logo must not be moved, added to, or altered in any way. ? Background should not be modified, except for quotes, which use gray background. ? Title/subtitle/confidentiality line: 10pt Arial Regular, white Maximum length: 1 line Information separated by vertical strokes, with two spaces on either side ? Slide heading: 28pt Arial Regular, light blue R204 | G204 | B255 Maximum length: 2 lines ? 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Copyright: 10pt Arial Regular, white Template release: Oct 02 For the latest, go to Computer Services Industry, IBM Selling Skill Training 169。 2022 IBM Corporation Optional slide number: 10pt Arial Bold, white Indications in green = Live content Indications in white = Edit in master Indications in blue = Locked elements Indications in black = Optional elements 7 階段 3 － 描述能力 IBM 團(tuán)隊(duì)： 建立客戶需要和滿足需求的商業(yè)能力 當(dāng)客戶 : 明確需求 客戶關(guān)系負(fù)責(zé)人 領(lǐng)導(dǎo)如下行動： ? 明確和精練客戶需求； ? 建立客戶的市場計(jì)劃與 IBM商業(yè)價(jià)值之間的橋梁； ? 確認(rèn)客戶內(nèi)部的堅(jiān)定贊助者和業(yè)務(wù)受益者； ? 了解客戶的決策流程和參與者； ? 如有可能，接觸客戶決策的關(guān)鍵人物； ? 建立客戶的期望與 IBM核心價(jià)值之間的關(guān)系，并了解競爭的狀況或者選擇離開； 當(dāng)達(dá)到如下結(jié)果， IBM團(tuán)隊(duì)在此階段成功 : 客戶確認(rèn)支持 IBM的價(jià)值與客戶需求之間的關(guān)系，并確認(rèn)與關(guān)鍵決策人物之間的溝通 可確認(rèn)的結(jié)果 : ? 對客戶需求理解的確認(rèn)； ? 展現(xiàn)客戶期望的商業(yè)能力； ? IBM同意能實(shí)現(xiàn)客戶的期望 (有條件的滿意 )； ? 客戶認(rèn)可 IBM的核心價(jià)值； ? IBM logo must not be moved, added to, or altered in any way. ? Background should not be modified, except for quotes, which use gray background. ? Title/subtitle/confidentiality line: 10pt Arial Regular, white Maximum length: 1 line Information separated by vertical strokes, with two spaces on either side ? Slide heading: 28pt Arial Regular, light blue R204 | G204 | B255 Maximum length: 2 lines ? Slide body: 18pt Arial Regular, white Square bullet color: green R223 | G255 | B102 Remended maximum text length: 5 principal points ? Group name: 14pt Arial Regular, white Maximum length: 1 line ? Copyright: 10pt Arial Regular, white Template release: Oct 02 For the latest, go to Computer Services Industry, IBM Selling Skill Training 169。 2022 IBM Corporation Optional slide number: 10pt Arial Bold, white Indications in green = Live content Indications in white = Edit in master Indications in blue = Locked elements Indications in black = Optional elements 9 階段 5 － 選擇解決方案 IBM 團(tuán)隊(duì)： 與客戶共同研究解決方案 當(dāng)客戶 : 選擇解決方案 客戶關(guān)系負(fù)責(zé)人 領(lǐng)導(dǎo)如下行動： ? 精練解決方案，并通過測試的方法展現(xiàn) IBM的方案價(jià)值； ? 評估競爭策略，如需要及時調(diào)整競爭戰(zhàn)術(shù)； ? 評估關(guān)鍵人物的興趣，價(jià)值和風(fēng)險(xiǎn)； ? 針對非標(biāo)準(zhǔn)合同條款的溝通和共識； 當(dāng)達(dá)到如下結(jié)果， IBM團(tuán)隊(duì)在此階段成功 : 關(guān)鍵決策人物有條件的認(rèn)可 IBM的解決方案和核心價(jià)值 可確認(rèn)的結(jié)果 : ? 客戶認(rèn)可 IBM的解決方案，價(jià)值體現(xiàn)和風(fēng)險(xiǎn)評估； ? 確認(rèn)簽訂合同的條件； ? 客戶認(rèn)同 IBM解決方案的可能效果； ? IBM logo must not be moved, added to, or altered in any way. ? Background should not be modified, except for quotes, which use gray background. ? Title/subtitle/confidentiality line: 10pt Arial Regular, white Maximum length: 1 line Information separated by vertical strokes, with two spaces on either side ? Slide heading: 28pt Arial Regular, light blue R204 | G204 | B255 Maximum length: 2 lines ? Slide body: 18pt Arial Regular, white Square bullet color: green R223 | G255 | B102 Remended maximum text length: 5 principal points ? Group name: 14pt Arial Regular, white Maximum length: 1 line ? Copyright: 10pt Arial Regular, white Template release: Oct 02 For the latest, go to Computer Services Industry, IBM Selling Skill Training 169。 2022 IBM Corporation Optional slide number: 10pt Arial Bold, white Indications in green = Live content Indications in white = Edit in master Indications in blue = Locked elements Indications in black = Optional elements 11 階段 7 － 實(shí)現(xiàn)期望 IBM 團(tuán)隊(duì)： 監(jiān)督實(shí)施過程，確保實(shí)現(xiàn)客戶期望 當(dāng)客戶 : 實(shí)施解決方案，評估項(xiàng)目成功 客戶關(guān)系負(fù)責(zé)人 領(lǐng)導(dǎo)如下行動： ? 與受益部門合作確認(rèn)項(xiàng)目收益狀況； ? 通過與受益部門的規(guī)律性的交流，管理和控制客戶期望，并最終超越客戶期望； ? 尋找新的業(yè)務(wù)機(jī)會； ? 重新評估 IBM團(tuán)隊(duì)與客戶的關(guān)系； 當(dāng)達(dá)到如下結(jié)果， IBM團(tuán)隊(duì)在此階段成功 : 客戶認(rèn)可 IBM實(shí)施的解決方案，并提供新的合作機(jī)會 可確認(rèn)的結(jié)果 : ? 實(shí)現(xiàn)客戶受益部門的利益； ? IBM團(tuán)隊(duì)獲得客戶高度認(rèn)可； ? 實(shí)施結(jié)果作為客戶的參考 ； ? 創(chuàng)造并發(fā)現(xiàn)新的銷售機(jī)會； ? IBM logo must not be moved, added to, or altered in any way. ? Background should not be modified, except for quotes, which use gray background. ? Title/subtitle/confidentiality line: 10pt Arial Regular, white Maximum length: 1 line Information separated by vertical strokes, with two spaces on either side ? Slide heading: 28pt Arial Regular, light blue R204 | G204 | B255 Maximum length: 2 lines ? Slide body: 18pt Arial Regular, white Square bullet color: green R223 | G255 | B102 Remended maximum text length: 5 principal points ? Group name: 14pt Arial Regular, white Maximum length: 1 line ? Copyright: 10pt Arial Regular, white Template release: Oct 02 For the latest, go to Computer Services Industry, IBM Selling Skill Training 169。 2022 IBM Corporation Optional slide number: 10pt Arial Bold, white Indications in green = Live content Indications in white = Edit in master Indications in blue = Locked elements Indications in black = Optional elements 13 政治銷售 Political Selling ? IBM logo must not be moved, added to, or altered in any way. ? 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