【正文】 ollarized bebefit of the product and promising a followup phone call.+ The objective of the letter is to let the customer take the phone call+ When you have the customer on the phone, suggest a meeting, then ask “is Tuesday at three OK” “ How about next Friday at three”“OK, great, the meeting will take about twenty minutes. See you at three, thanks”This is typical a killer sales question because it leads to that precious appointment over 90 percent of the time.Develop Your Account Entry Strategy? First, Decide who is likely to be most receptive to product or services like yours.? Approach receptivity and ask for meeting and ease receptivity fears on hard selling.? Uncover information during the meeting? Locate the focus of dissatisfaction, setup the meeting, prepare a question list which you’ll ask to uncover potential dissatisfaction? Conduct several meeting with your contact at the focus of dissatisfaction. You’ll need to meet other individuals in order to justify involving people at the focus of power.The objective of the phase is to develop satisfaction? Develop a sponsor at the focus of dissatisfaction either introduce you or represent you at the focus of power. Case Study: How to perate to a medical account to sell you finance software? Assume you are sales rep. in a finance s/w pany, a Shanghai Stock Exchange listed pany opened a new factory in your territory in 2023, you get information that the factory will have a new project to standardize its finance operation, you pany are one of 2 top players in the area.? Develop you account peration strategies. The objective is to gain bid right for the project.如何讓你的客戶需要你認識需求階段策略認識 需求 階 段Agenda? Objectives for the Recognitions of Needs Phase? Uncovering Dissatisfaction? Setting Your Objectives? Planning Your Questions? Asking Situation Questions? Asking Problem Questions? How Problems Are Developed? Selling to the Focus of Dissatisfaction? Gaining Access to Decision Makers? Selling Indirectly to Decision Makers+ Prepare Your Sponsor+ Need payoff Questions? The SPIN Questioning Strategy認識需求客 戶 意 識 到有新的 購買 需求。 Must Wants。大客戶銷售謀略O(shè)bjective of Workshop? Understand Characteristics of Major Account Selling Strategies in Whole Lifecycle, thus to+ Shorten bidtowin ratio+ Shorten selling cycles+ Minimize discounts and negotiated concessions+ Establish clear, unique business value with the customers+ Reduce selling costs through more effective sales strategies+ Increase sales per employee Develop expected relationship with the customers. Eg. Strategic Partnership etc.Agenda? Day 1+ How the Customer Make Decisions+ SPIN Question Strategy+ Account Entry Strategy+ Understand Your Customer Their Business+ How to Make Your Customers Need You? Day 2+ Influence the customer’s choice+ Differentiation Vulnerability+ Overing Final Fears+ Sales Negotiation+ How to Ensure Continued Success客戶是如何做決策的How Customer Make Decisions? The Research Base? The Customer Decision Process? Account Strategy in the Recognition of Needs Phase? Account Strategy in the Evaluation of Options Phase? Account Strategy in the Resolution of Concerns Phase? Account Strategy in the Implementation Phase? Summary Overview of Major Account Sales Strategy ? Sales Strategy should be about customers and how to influence them.+ Understanding and Well Prepared are mandatory to form a effective sales strategy? Customer Behavior goes through three distinct phases in making a major purchasing decisions+ Recognition of Needs+ Evaluation of Options+ Resolution of Concerns? A fourth phase, followup in implementation phases, if it is well handled, can generate significant additional sales opportunities.? Each of four phases required a different set of strategies and skills. What is Sales Strategy What is Major Account ? Sales Strategy + A way of thinking and directing your actions to effectively influence customer purchasing decisions.? Focus on Understanding Customer Behavior? Not Procedure or technique? Major Accounts+ 20/80 rules+ New Customers+ Potential CustomersExercise: A Typical ERP Deal Lifecycles? What is typical ERP Deal Selling Cycles+ Customer Decision Process? Who is Major Account of ERP S/W+ Traditional Mfg+ OthersCustomer Decision Process Research Base? Neil Rackham Huthwaite+ 35,000 sales calls in 27 countries+ 10,000 sales + SPIN (Situation, Problem, Implication, Need Payoff)DecisionI:Recognition OfNeeds VChange OverTimeIVImplementationIIIResolution OfConcernsIIEvaluation OfOptionsBuyer CycleCustomer Decision ProcessA Typical Purchase Decision? New Purchase Request Of Procurement Department? What A Procurement Manager Say:+ Problem, Dissatisfaction, can not solve with existing equipment or supplies+ Spec.。 Objective。 Vendor Selection+ If decision is big。策略目 標 ：1. 發(fā)現(xiàn) 不 滿 大不 滿 戶 的不 滿 提供解決方案Recognition of NeedsThe account recognizes that a need exists which justifiesa purchasing action. Strategic Objectives: dissatisfaction dissatisfaction channel dissatisfactionObjectives for the Recognition of Needs Phase1. Uncover dissatisfaction Because without dissatisfaction there is no reason for the account to buy.1. Develop dissatisfaction The dissatisfaction you uncover will increase to a level of severity that causes the account to make a decision to act.1. Selective channel dissatisfaction The people in the account selectively feel dissatisfaction in those areas where your products and services provide them with the best solutionsUncover DissatisfactionHow to uncover dissatisfaction?Ask Questions to customer.Prestep of asking question:1) What problem your product can solve customer’s problem.Not only technical feature of yo