大客户销售谋略英文 .ppt

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1、大客户销售谋略ObjectiveofWorkshopUnderstandCharacteristicsofMajorAccountSellingStrategiesinWholeLifecycle,thustoShortenbid-to-winratioShortensellingcyclesMinimizediscountsandnegotiatedconcessionsEstablishclear,uniquebusinessvaluewiththecustomersReducesellingcoststhroughmoreeff

2、ectivesalesstrategiesIncreasesalesperemployee-Developexpectedrelationshipwiththecustomers.Eg.StrategicPartnershipetc.AgendaDay1HowtheCustomerMakeDecisionsSPINQuestionStrategyAccountEntryStrategyUnderstandYourCustomer&TheirBusinessHowtoMakeYourCustomersNeedYouDay2Influen

3、cethecustomer’schoiceDifferentiation&VulnerabilityOvercomingFinalFearsSalesNegotiationHowtoEnsureContinuedSuccess客户是如何做决策的HowCustomerMakeDecisionsTheResearchBaseTheCustomerDecisionProcessAccountStrategyintheRecognitionofNeedsPhaseAccountStrategyintheEvaluationofOptionsP

4、haseAccountStrategyintheResolutionofConcernsPhaseAccountStrategyintheImplementationPhaseSummaryOverviewofMajorAccountSalesStrategySalesStrategyshouldbeaboutcustomersandhowtoinfluencethem.UnderstandingandWellPreparedaremandatorytoformaeffectivesalesstrategyCustomerBehavi

5、orgoesthroughthreedistinctphasesinmakingamajorpurchasingdecisionsRecognitionofNeedsEvaluationofOptionsResolutionofConcernsAfourthphase,follow-upinimplementationphases,ifitiswellhandled,cangeneratesignificantadditionalsalesopportunities.Eachoffourphasesrequiredadifferent

6、setofstrategiesandskills.WhatisSalesStrategy&WhatisMajorAccountSalesStrategyAwayofthinkinganddirectingyouractionstoeffectivelyinfluencecustomerpurchasingdecisions.FocusonUnderstandingCustomerBehaviorNotProcedureortechniqueMajorAccounts20/80rulesNewCustomersPotentialCust

7、omersExercise:ATypicalERPDealLifecyclesWhatistypicalERPDealSellingCyclesCustomerDecisionProcessWhoisMajorAccountofERPS/WTraditionalMfgOthersCustomerDecisionProcessResearchBaseNeilRackhamHuthwaite35,000salescallsin27countries10,000salesSPIN(Situation,Problem,Implication,

8、NeedPay-off)DecisionI:RecognitionOfNeedsVChangeOverTimeIVImplementationIIIResolutionOfConcernsIIEvaluati