了解客户的需求-KA.ppt

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1、1GlendinningManagementConsultants2001Ref:f:WorkUnileverKAMFoundationTraintheTrainerUnderstandingCustomerNeedsModernTradeAcademy了解客户的需求UnderstandtheNeeds1UnileverKAMFoundationTraintheTrainerGlendinningManagementConsultants2001Ref:f:WorkUnileverKAMFoundationTraintheTrainerUnder

2、standingCustomerNeeds2ModernTradeAcademy销售量价格毛利商业个人客户的需求客户采购的个人需求主要的商业需求支持性商业需求独特的商业需求(努力取得)利润2UnileverKAMFoundationTraintheTrainerGlendinningManagementConsultants2001Ref:f:WorkUnileverKAMFoundationTraintheTrainerUnderstandingCustomerNeeds3ModernTradeAcademy采购的个人需求目标的达成自我实现在老板面前

3、表现良好充份的信息顺顺利利没有大意外好质量的简报3UnileverKAMFoundationTraintheTrainerGlendinningManagementConsultants2001Ref:f:WorkUnileverKAMFoundationTraintheTrainerUnderstandingCustomerNeeds3ModernTradeAcademy采购的个人需求采购跟你一样也是一个平凡人!4UnileverKAMFoundationTraintheTrainerGlendinningManagementConsultants2

4、001Ref:f:WorkUnileverKAMFoundationTraintheTrainerUnderstandingCustomerNeeds5ModernTradeAcademy客户需求阶层的练习20minutesworkingingroupsFeedback-5minutesdiscussionPurposePurposeMethodologyMethodologyTimingsTimings建立你的客户的需求阶层与你的客户经理共同来完成你的客户的需求阶层(包含商业及个人需求)5UnileverKAMFoundationTraintheTr

5、ainerGlendinningManagementConsultants2001Ref:f:WorkUnileverKAMFoundationTraintheTrainerUnderstandingCustomerNeeds6ModernTradeAcademy客户:____________客户的需求阶层表采购的个人需求主要的商业需求支持性商业需求独特的商业需求商业个人6UnileverKAMFoundationTraintheTrainer让你可以所向披靡让你可以不用谈判就把东西卖出去降龙六式7UnileverKAMFoundationTraint

6、heTrainerStructuredCommercialSellingUnderstandtheNeedsReinforceKeyCommercialBenefitsTheCommercialPropositionAgreementtoProceedSecuringtheResultCurrentconditionsCustomerneeds-establish,create,confirmQuestioning/listeningOpportunitiesforbenefitsConfirmcontactinterestCheckunderstandin

7、gofsituation/needsSimple,clear,concise?Doesitmeettheneeds?Doesitsuggestaction?IndicatethatthebenefitsofProposalcansatisfyneedsWhodoeswhat,when,whereGiveassuranceit’spracticalAnticipatequestionsandobjectionsFeature-Benefit-NeedEnsureUnderstandingReinforcethatourideagiveshim/herwhath

8、e/sheneedsCheckhis/herunde