【正文】 產(chǎn)品或客戶搶來的 ?我們必須知道客戶如何來衡量利潤 儘量不要去強(qiáng)調(diào) “ 價(jià)格 ”54Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2023Modern TradeAcademy 你的提案將影響到客戶的銷售表現(xiàn)n我們的提案將影響到 :– 產(chǎn)品品項(xiàng)– 產(chǎn)品區(qū)隔– 聯(lián)合利華– 供應(yīng)商– 競爭對手– 客戶自有品牌– 貨架生產(chǎn)力– 庫存水準(zhǔn)– 交易條件n 我們應(yīng)該了解 :– 何謂搶到業(yè)績 ?– 何謂搶到自己人的業(yè)績 ? – 何謂額外增加業(yè)績 ? (incremental)– 何謂擴(kuò)大或縮小市場價(jià)值 ? (trade up/down)55Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2023Modern TradeAcademy 搶業(yè)績 與 額外增加業(yè)績n我們的提案會(huì)對客戶業(yè)績造成是 正面 或 負(fù)面 的影響 ?n你的客戶將會(huì)想知道 :n額外增加的業(yè)績有多少 ?n從其它客戶或產(chǎn)品搶到的業(yè)績有多少 ?n從哪裡搶來的 ?n對產(chǎn)品品類的影響 ?– 銷售量– 銷售額– 現(xiàn)金毛利 (cash margin)– 毛利率 ….. 等等56Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2023Modern TradeAcademy現(xiàn)在 提案本身所能增加的部份搶到公司其它產(chǎn)品或客戶的部份未來額外增加 注意銷售額及利潤額外增加的情形搶業(yè)績 與 額外增加業(yè)績1001302050Steal57Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2023Modern TradeAcademy 感覺才是真實(shí)如果客戶能感覺到你的提案的價(jià)值 ,那你的提案就真的有價(jià)值 .如果客戶不能感覺到你的提案的價(jià)值 ,那你的提案就真的沒有價(jià)值 .數(shù)字化的提案 即在於影響客戶對於提案真實(shí)價(jià)值的感覺 .若你的提案只對聯(lián)合利華有利 ,客戶是不會(huì)感興趣的 開始用客戶的語言來與客戶溝通58Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2023Modern TradeAcademy 數(shù)字化的提案n直接了當(dāng) : 你的現(xiàn)金毛利將會(huì)增加一萬五千元到二萬一千元之間n大膽預(yù)測 : 同時(shí)評估最壞的情形或最好的情形 你的提案應(yīng)是在兩者之間 .n不要害怕讓你的客戶知道你的作業(yè)及假設(shè) .n使用圖表來表達(dá)數(shù)字 .59Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2023Modern TradeAcademy提案的價(jià)值會(huì)落在線上的某處最壞情況100%搶自己業(yè)績5%額外增加的業(yè)績10%額外增加的業(yè)績最好情況20%額外增加的業(yè)績聯(lián)合利華提案020406080100120現(xiàn)金毛利數(shù)字化的提案 範(fàn)例60Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2023Modern TradeAcademy提案需求好處心臟病 !!用問問題的方式引出需求將提案數(shù)字化並化特色為好處61Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2023Modern TradeAcademy Structured Commercial SellingUnderstand the NeedsReinforce KeyCommercial BenefitsThe CommercialPropositionAgreement toProceedSecuring theResultCurrent conditionsCustomer needs establish, create, confirmQuestioning / listeningOpportunities for benefitsConfirm contact interestCheck understanding of situation / needsSimple, clear, concise?Does it meet the needs?Does it suggest action?Indicate that the benefits of Proposal can satisfy needsWho does what, when, whereGive assurance it’s practicalAnticipate questions and objectionsFeature Benefit NeedEnsure UnderstandingReinforce that our idea gives him / her what he / she needsCheck his / her understanding of the key benefits matching his / her principal needsOffer a choiceGet a decisionSuggest something we can doUse silenceObjective Setting 導(dǎo)引需求再次強(qiáng)調(diào)好處提案取得首肯鞏固結(jié)果設(shè)定目標(biāo) 降龍六式降龍六式 12mins30sec6mins1min30sec 62Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2023Modern TradeAcademy再次強(qiáng)調(diào)好處Reinforce Key Benefits63Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2023Ref: f:\Work\Unilever KAM Foundation Train the Trainer\Understand the NeedsModern TradeAcademy 再次強(qiáng)調(diào)好處n強(qiáng)調(diào)你提議中所涵蓋四或五個(gè)好處n不要提出任何新的東西 只要強(qiáng)調(diào)n將你的好處和客戶的需求吻合 ,所以切中他的次要及主要需求 :就是你提議的重頭戲n簡短地用一句話概括之n想法是 : 如果我的採購只記得五件我們討論過的事它們應(yīng)是什麼 ?64Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2023Modern TradeAcademy Structured Commercial SellingUnderstand the NeedsReinforce KeyCommercial BenefitsThe CommercialPropositionAgreement toProceedSecuring theResultCurrent conditionsCustomer needs establish, create, confirmQuestioning / listeningOpportunities for benefitsConfirm contact interestCheck understanding of situation / needsSimple, clear, concise?Does it meet the needs?Does it suggest action?Indicate that the benefits of Proposal can satisfy needsWho does what, when, whereGive assurance it’s practicalAnticipate questions and objectionsFeature Benefit NeedEnsure UnderstandingReinforce that our idea gives him / her what he / she needsCheck his / her understanding of the key benefits matching his / her principal needsOffer a choiceGet a decisionSuggest something we can doUse silenceObjective Setting 導(dǎo)引需求再次強(qiáng)調(diào)好處提案取得首肯鞏固結(jié)果設(shè)定目標(biāo) 降龍六式降龍六式 12mins30sec6mins1min30sec 65Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2023Modern TradeAcademy鞏固結(jié)果Secure the Result66Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2023Ref: f:\Work\Unilever KAM Foundation Train the Trainer\Understand the NeedsModern TradeAcademy Structured Commercial SellingUnderstand the NeedsReinforce KeyCommercial BenefitsThe CommercialPropositionAgreement toProceedSecuring theResultCurrent conditionsCustomer needs establish, create, confirmQuestioning / listeningOpportunities for benefitsConfirm contact interestCheck understanding of situation / needsSimple, clear, concise?Does it meet the needs?Does it suggest action?Indicate that the benefits of Proposal can satisfy needsWho does what, when, whereGive assurance it’s practicalAnticipate questions and objectionsFeature Benefit NeedEnsure UnderstandingReinforce that our idea gives him / her what he / she needsCheck his / her understanding of the key benefits matching his / her principal needsOffer a choiceGet a decisionSuggest something we can doUse silenceObjective Setting 導(dǎo)引需求再次強(qiáng)調(diào)好處提案取得首肯鞏固結(jié)果設(shè)定目標(biāo) 降龍六式降龍六式