大客户销售技巧英文版.ppt

《大客户销售技巧英文版.ppt》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、<大客户销售流程与技巧>本课件由互联网搜集经《中华培训学会》编辑整理。衷心感谢原创学者的辛勤劳动和无私奉献！知识在分享中创造价值,智慧在传播中展现意义！英文版ObjectiveofWorkshopUnderstandCharacteristicsofMajorAccountSellingStrategiesinWholeLifecycle,thustoShortenbid-to-winratioShortensellingcyclesMinimizediscountsandnegotiatedconc

2、essionsEstablishclear,uniquebusinessvaluewiththecustomersReducesellingcoststhroughmoreeffectivesalesstrategiesIncreasesalesperemployee-Developexpectedrelationshipwiththecustomers.Eg.StrategicPartnershipetc.AgendaDay1HowtheCustomerMakeDecisionsSPINQuestio

3、nStrategyAccountEntryStrategyUnderstandYourCustomer&TheirBusinessHowtoMakeYourCustomersNeedYouDay2Influencethecustomer’schoiceDifferentiation&VulnerabilityOvercomingFinalFearsSalesNegotiationHowtoEnsureContinuedSuccess客户是如何做决策的HowCustomerMakeDecisionsThe

4、ResearchBaseTheCustomerDecisionProcessAccountStrategyintheRecognitionofNeedsPhaseAccountStrategyintheEvaluationofOptionsPhaseAccountStrategyintheResolutionofConcernsPhaseAccountStrategyintheImplementationPhaseSummaryOverviewofMajorAccountSalesStrategySal

5、esStrategyshouldbeaboutcustomersandhowtoinfluencethem.UnderstandingandWellPreparedaremandatorytoformaeffectivesalesstrategyCustomerBehaviorgoesthroughthreedistinctphasesinmakingamajorpurchasingdecisionsRecognitionofNeedsEvaluationofOptionsResolutionofCon

6、cernsAfourthphase,follow-upinimplementationphases,ifitiswellhandled,cangeneratesignificantadditionalsalesopportunities.Eachoffourphasesrequiredadifferentsetofstrategiesandskills.WhatisSalesStrategy&WhatisMajorAccountSalesStrategyAwayofthinkinganddirectin

7、gyouractionstoeffectivelyinfluencecustomerpurchasingdecisions.FocusonUnderstandingCustomerBehaviorNotProcedureortechniqueMajorAccounts20/80rulesNewCustomersPotentialCustomersExercise:ATypicalERPDealLifecyclesWhatistypicalERPDealSellingCyclesCustomerDecis

8、ionProcessWhoisMajorAccountofERPS/WTraditionalMfgOthersCustomerDecisionProcessResearchBaseNeilRackhamHuthwaite35,000salescallsin27countries10,000salesSPIN(Situation,Problem,Implication,NeedPay-off)DecisionI:RecognitionOfN