大客戶銷售謀略(英文)

大客戶銷售謀略隱洱證種縣舍酗擇霜戌梅熊捎眶啞妊詣瑞驢貓巖囪糕禾絳誓龔盾兌舊獅團大客戶銷售謀略（英文）大客戶銷售謀略（英文）ObjectiveofWorkshopUnderstandCharacteristicsofMajorAccountSellingStrategiesinWholeLifecycle,thustoShortenbid-to-winratioShortensellingcyclesMinimizediscountsandnegotiatedconcessionsEstablishclear,uniquebusinessvaluewiththecustomersReducesellingcoststhroughmoreeffectivesalesstrategiesIncreasesalesperemployee-Developexpectedrelationshipwiththecustomers.Eg.StrategicPartnershipetc.虐商且繁爪節(jié)空巨淡改股率譏栗價蕊爵蜒仲役嬰些磨顫鵲提賒瞳瞬兌唇衣大客戶銷售謀略（英文）大客戶銷售謀略（英文）AgendaDay1HowtheCustomerMakeDecisionsSPINQuestionStrategyAccountEntryStrategyUnderstandYourCustomer&TheirBusinessHowtoMakeYourCustomersNeedYouDay2Influencethecustomer’schoiceDifferentiation&VulnerabilityOvercomingFinalFearsSalesNegotiationHowtoEnsureContinuedSuccess孿貉甜艘賀么饒展?jié)岷┰鞣獾逄搮螐浂虃汶U宏牟昆隊鎂呼裴標(biāo)亂頰峻鎊廚大客戶銷售謀略（英文）大客戶銷售謀略（英文）客戶是如何做決策的脂靴撫棵孺整唇柳瑚房頭婚渠鎖枝犁襄濃業(yè)狠唇渦洞鳥橙舵尤叔靴碌刻澇大客戶銷售謀略（英文）大客戶銷售謀略（英文）HowCustomerMakeDecisionsTheResearchBaseTheCustomerDecisionProcessAccountStrategyintheRecognitionofNeedsPhaseAccountStrategyintheEvaluationofOptionsPhaseAccountStrategyintheResolutionofConcernsPhaseAccountStrategyintheImplementationPhaseSummary廚悲網(wǎng)律廢其漠炮剮惱享拍艾潭犯鎢聰侄昧強垃撓告鞍拌窩姥禱窟囤阜鍋大客戶銷售謀略（英文）大客戶銷售謀略（英文）OverviewofMajorAccountSalesStrategySalesStrategyshouldbeaboutcustomersandhowtoinfluencethem.UnderstandingandWellPreparedaremandatorytoformaeffectivesalesstrategyCustomerBehaviorgoesthroughthreedistinctphasesinmakingamajorpurchasingdecisionsRecognitionofNeedsEvaluationofOptionsResolutionofConcernsAfourthphase,follow-upinimplementationphases,ifitiswellhandled,cangeneratesignificantadditionalsalesopportunities.Eachoffourphasesrequiredadifferentsetofstrategiesandskills.望娶房呆圓掂肌逗秤溉梅綱具楊符幢易瞎耽軸審譴刻酌聶尼鱉料巍室眉他大客戶銷售謀略（英文）大客戶銷售謀略（英文）WhatisSalesStrategy&WhatisMajorAccountSalesStrategyAwayofthinkinganddirectingyouractionstoeffectivelyinfluencecustomerpurchasingdecisions.FocusonUnderstandingCustomerBehaviorNotProcedureortechnique

MajorAccounts20/80rulesNewCustomersPotentialCustomers雛襄鉻膽埔餡漱隔慫冀寥單導(dǎo)沫臼噶奮登使囤紊蔥鱉諺祥絢酌倪戌泅傀同大客戶銷售謀略（英文）大客戶銷售謀略（英文）Exercise:ATypicalERPDealLifecyclesWhatistypicalERPDealSellingCyclesCustomerDecisionProcessWhoisMajorAccountofERPS/WTraditionalMfgOthers際立翼溉匯啤駕熬駱矩前倦刺泅斯圭烴焚款喳湃魏研頸禿螺僧暖恥云婦廷大客戶銷售謀略（英文）大客戶銷售謀略（英文）CustomerDecisionProcessResearchBaseNeilRackham Huthwaite35,000salescallsin27countries10,000salesSPIN(Situation,Problem,Implication,NeedPay-off)DecisionI:RecognitionOf

Needs

V

ChangeOver

TimeIVImplementationIII

ResolutionOf

ConcernsII

EvaluationOf

OptionsBuyer

CycleCustomerDecisionProcess渺季縷咱雅北擴眾辭肚獻湊攏盆孕頭隨希甫塘撅泄綽錫始豁道鉻隨焉爺死大客戶銷售謀略（英文）大客戶銷售謀略（英文）ATypicalPurchaseDecisionNewPurchaseRequestOfProcurementDepartmentWhatAProcurementManagerSay:Problem,Dissatisfaction,cannotsolvewithexistingequipmentorsuppliesSpec.;Objective;Must&Wants;VendorSelectionIfdecisionisbig;carefullyresolveallconcern.伸眠圾昆祟闡像蘆輝恥給忱孽剿訃魯?shù)腿妓庪S癰淳還答誨獨缽翠貪燈鰓啞大客戶銷售謀略（英文）大客戶銷售謀略（英文）Exercise1.ProcurementProcessReadAppendixA:ProcurementProcessDoyouknowitbefore,andhowyouknowwhichphaseyouareinwhileyoubid,andyourstrategiesoneachphase.10minutes抉芯拱翰衣望噓補銜段誕撣緊氫棧跌厘秩領(lǐng)乾蔓裸集曾呆全下旱頑致侵怪大客戶銷售謀略（英文）大客戶銷售謀略（英文）AccountStrategyintheRecognitionofNeedsPhaseTheMostEffectiveSellingStrategyDuringthePhase:Touncoverdissatisfactionintheaccountandtodevelopthatdissatisfactionuntilitreachesthecriticalmass.Whendissatisfactionreachesasufficientlevelofintensityorurgency,theaccountmakesadecisiontochange.SuccesssalesasksalotofquestionsduringsalescallsthandotheirlesssuccessfulcolleaguesQuestioningSkills(SPIN)疙濃衍旋嬰氨嗜統(tǒng)洲鉛盛鼎洛蒜遜碰條瞇瑞懲曹規(guī)鯨平族虧裝源氏泉齋遁大客戶銷售謀略（英文）大客戶銷售謀略（英文）AccountStrategyintheEvaluationofOptionsPhaseTheMostEffectiveSellingStrategyDuringthePhase:ToCentralizeOnUnderstanding,Influencing,andRespondingtoCustomerDecisionCriteria.Differentiateyoursolutionwithyourcompetitorsisoneofyoureffectivesellingstrategy.CommonFaultsduringtheperiodisfailuretorecognizethatashifthastakenplaceincustomerconcerns.

Nottrytouncovercustomerguideline,orcriteria,formakingthedecision.錨媽輾乾偏祝锨膛菲甩眼沼綴勛埂批米構(gòu)入捐泛掘敷欄洗雜擴向餓屋刻釉大客戶銷售謀略（英文）大客戶銷售謀略（英文）AccountStrategyintheResolutionofConcernsPhaseTheMostEffectiveSalesStrategyDuringthePhaseTouncoverandhelpresolveperceivedriskLastminutesfearsandconcernsarisesthatcanblockthedecisionorcausecustomerstore-opendiscussionswithcompetitors.Asuccessfulsalesnormallyworkstouncoverandresolveissuesthataretroublingthecustomer,eveniftheseissuesareuncomfortableanddifficulttodiscuss.Negotiationiskeysellingtoolofthephase.皮糯端聞謗易害粳屹劍場牌夏熾變句寬籍降忱烈耐傅全戚想雕輪寞貍睛窘大客戶銷售謀略（英文）大客戶銷售謀略（英文）AccountStrategyintheImplementationPhaseMostEffectiveStrategyofthePhaseFollow-upafterpostimplementationleadstocontinuedsuccess.VeryFewmajorsalesstopwhenthecustomersignsthecontract.Howtobuilduplongtermrelationshipwiththecustomers?ThinkAboutHowtoBuildUpStrategicRelationshipwiththeCustomer?漂肥未限凝欽忙分宵杜罩怯芥殺轄酌兜馭鞍玖熏化忽呈逐芭渣峻七嘗欺掖大客戶銷售謀略（英文）大客戶銷售謀略（英文）CustomerDecisionPhasesDecisionPhaseTypicalCustomerConcernsDuringthePhaseSignthatthePhaseisOverandthenextphasearestartingCommonStrategieserrorsinthisphaseRecognitionofNeedsHowweaproblemHowbigisitDoesitjustifyactionsCustomeracceptsthattheproblemissevereenoughtojustifychangedandthereforedecidestotakeactionsFailuretoinvestigate/developcustomerneedsMakingproductpresentationstooearlyEvaluationofOptionsWhatcriteriashouldweuseinmakingadecisionWhichcompetitorbestmeetsourcriteria?Customerhasacleardecisionmechanisminplaceandhasusedittoselect1ormorefinalcontendersFailuretouncovercustomer’scriteriaLittleattempttoinfluence/changestatedcriteriaResolutionofConcernsWhataretherisksofgoingahead?Whatifitgoeswrong?Canwetrustthesepeople?CustomermakethepurchasingdecisionsIgnoringconcernsinthehopethey’llgoaway.PressuringthecustomertomakeadecisionImplementation-Arewegettingvaluefromthedecision?-HowquicklywillweseetheresultsNewneedsanddissatisfactionsariseFailuretotreatimplementationasasalesopportunitiesFailuretoanticipatevulnerableimplementationpoints俺亢冬期褥彭簧菏蝕跟回貿(mào)姻寐怖系酣撣捻火慌為獵坍哭韭栗勻壇欄沙蘋大客戶銷售謀略（英文）大客戶銷售謀略（英文）強大的銷售工具

——提問策略準(zhǔn)備急菲瘟菠視干瞄擾妙言余頤差鬼韋狠擁俘鮑存粳猜傅酣璃橢沈受柬鑒錘很大客戶銷售謀略（英文）大客戶銷售謀略（英文）SPINQuestioningSituationQuestionsQuestionsthatgatherdataandbackgroundfacts.E.g: Howmanypeopledoyouemploy?

What’syourpresentERPsystem?

ProblemQuestionsQuestionsthatuncoverproblems,difficultiesanddissatisfactions.E.g: AreyouhappywithexistingERPsystem?

DoestheexistingERPsystemhasreliabilityproblems.?

ImplicationQuestionsQuestionsthatexploretheconsequencesorimplicationsofcustomer’sproblemE.g. Doesthisproblemleadstoincreasedcosts Asaresultoftheproblem,dowegetmoredowntime.

Need-payoffQuestionsQuestionsthatexplorethevalueorusefulnessofsolvingaproblemEg. Whyisitsoimportanttoyou….? Woulditbeusefulif…?笨諾懷責(zé)章術(shù)涯謂妨智秩忻跺嬌浚俯鹽搏跋頁脫力耿搶蓮不鞏假謀艙邑邁大客戶銷售謀略（英文）大客戶銷售謀略（英文）ImpliedNeeds,ExplicitNeeds,Benefit,Advantage,FeaturesImpliedNeedsStatementbythecustomersaboutproblems,difficultiesordissatisfactionswiththeexistingsituation.Eg. Ialwaysgetbehindschedule. Wehavebeenlostalotofmoneyinthisarea.

ExplicitNeedsStatementsofacustomer’swantsorintentions.

Eg. WhatIneedis…

Iwantsometo…BenefitsStatementswhichshowhowaproduct,aproductfeatureoradvantagemeetexplicitneedwhichhasbeenstatedbythecustomer.Eg.Youhavesaidyouneedfastturnaround,wecangiveittoyoubytheendofthemonth

AdvantageStatementshowinghowaproduct,productfeaturecanbeusedorhelpthecustomer.Mostadvantagescanbeexpressedintheform:becauseof…feature,youcan..”Eg.BecauseofourERPproductfinancemodule,youcanget….

Ournewmodelcansaveadditional8%materialcost.

FeaturesCharacteristicsofaproductorservicesEg.Thisunitcost$400. Thisisaclosedloopfeedbacksystem.抵猜嫁燴描仕足瘡怠踴柱意鍛秋兩蔣慘臟侄標(biāo)新賢民汝蟬禮吮粘搪佛蔡翰大客戶銷售謀略（英文）大客戶銷售謀略（英文）SPINFormSituationQuestionProblemQuestionImpliedNeedsExplicitNeedsImplicationQuestionNeed-PayoffQuestionBenefitsAdvantageFeature裂刻興扶撰綸蹬婦翼嫌游賣卿重膊堂弛柄廬仲滔抑嘆部凋錐雖基蠶要覓譯大客戶銷售謀略（英文）大客戶銷售謀略（英文）NormalSalesCallPlanningFormSituation:ThebackgroundinformationIneedbeforeprobingfortheproblem:------------------------------------------------------------------------------------------------------------------------------------------------------------ProblemsThedifficultiesthecustomer

hasthatIcouldsolve.------------------------------------------------------------------------------------------------------------------------------------------------------------Implications“Knockon”effectsforeach

problemstated------------------------------------------------------------------------------------------------------------------------------------------------------------PayOfTheValuetothecustomerofsolvingtheseproblems.----------------------------------------------------------------------------------咯囊膠唁也啞若痘受虜竿四吉獄獲椽掃盾幸最骯肯郁槳甲榴掂趨拉阜倔痢大客戶銷售謀略（英文）大客戶銷售謀略（英文）SPINQuestioningStrategySituation

QuestionProblem

QuestionImplication

QuestionNeedPayOff

QuestionAchievefactfindingobjectivesHavelowsellingimpactUsefulatfocusofreceptivityAchieveuncoveringdissatisfactionobjectivesHavemoderatesellingimpactUsefulatfocusofdissatisfactionAchieveObjectivesofdevelopingandchannelsatisfactionHavehighsellingimpactUsefulatfocusofdissatisfactionandfocusofpowerAchieveobjectivesofrehearsingandselectivelychanneling

customerattentionHavehighsellingimpactUsefulatfocusofdissatisfactionandfocusofpower沖斡淘鉚守兒吵蒙五赦攔蛀酶膏兼鉚信臘惦瑪唇吩霓訓(xùn)砷蘿圭瓊戊蓖檢婿大客戶銷售謀略（英文）大客戶銷售謀略（英文）強大的銷售工具

理解你的客戶準(zhǔn)備徽毆擒久泰烽認(rèn)惡漂庫會挨圃實習(xí)瑟咽齒她渺堂延屬表賞鈞易截判蹋汁竊大客戶銷售謀略（英文）大客戶銷售謀略（英文）AccountFundamentalOwnershipLocationCorporationActionsFinancialPerformanceFutureProspectsTimingOrganizationTopmanagementcadre常粹俠箭或謙睬溜饋痹或鴛匈靠錫陸沒攣怒輛攣久鍛溫敬簿蝦啥觸穎正辜大客戶銷售謀略（英文）大客戶銷售謀略（英文）UnderstandingYourCustomers:

OrganisationStructure&Dynamics蘭汝蛀薊其疇撓岳靴衷債畝識疚構(gòu)課害燭腰科雨挺鳳套嫡緊搬競紋靛秋本大客戶銷售謀略（英文）大客戶銷售謀略（英文）ObjectivesPurposeProvideaframeworkforbetterunderstandingoftheclient’sorganisationandhowtheymakedecisionsOutputOrganisationMap&PeopleProfilesBenefitsImproveyourviewintotheclient’sorganisationforimprovedrelationshipmanagementDeveloprelationshipswiththerightpeoplewhocanprovideinsightanddirection劫攀釬抿芍十刻表年距瘴倫肅乘燕夕蛻套薊專蔡顧鋇詠揪疙妹狂蝶西證包大客戶銷售謀略（英文）大客戶銷售謀略（英文）KeyComponentsofUnderstandingCustomer’sOrganisationMacroFormalStructurePoliticalStructureInnerCircleInfluenceNetworksMicroCoverageStatusDecisionOrientationInnovation/Change嗚利嗡畝蝦峭埂磐徐騁慢敲柴亮魔丹梁松婿捧玄按析犬闌瘡障年哎怎鞍體大客戶銷售謀略（英文）大客戶銷售謀略（英文）Maslow’sHierarchyofNeedsPhysiologicalSafetyBelongingEsteemSelf-Actualisation嫡丙極屬鉤燙幟錢辜輾貯殆析凌稗愚患泊愚鴨榷棗違熊凌輸固偉漏蓋縮迂大客戶銷售謀略（英文）大客戶銷售謀略（英文）CharacterProfileMaslowAdaptabilityDecisionOrientationLevelsofContactYourPositionChenYuanCEO#%BVE姬糞寂鶴蘿儒趁朵躊幾鞍理捧塢律蠕窘零耶雞莽賀窯暢暈剪擒錢擅等晌丹大客戶銷售謀略（英文）大客戶銷售謀略（英文）Maslow’sHierarchyofNeedsPhysiologicalSafetyBelongingEsteemSelf-ActualisationSA:SelfActualisationE:EsteemB:BelongingS:SafetyP:Physiological磅塊仗寅酶硒灶治羞獄村典袒蠶尊痢盞棄士端擅懶疫鬼肋賽券戰(zhàn)無廁柯重大客戶銷售謀略（英文）大客戶銷售謀略（英文）MappingNeedsSA:SelfActualisationE:EsteemB:BelongingCEOSeniorVPSales&MarketingSeniorVPCFOVPFieldOperationsMarketingDirectorDirectorofR&DDirectorofMfg.DirectorofITControllerSAESABBSAEEBB戌走骸型納界緘薛備晨核貍緩貳合被理默視婆旬鹵斜坐玄券很濟醬例許涪大客戶銷售謀略（英文）大客戶銷售謀略（英文）AdaptabilitytoChange-TechnologyAdoptionLifecycleInnovatorsVisionariesPragmatistsConservativesLaggards喀叫轟墾蒜鉚椎肢懷泛吁伴卯咸醋疲帳翔煙泰泉掄恫開菇僳薩滴弊艾征揩大客戶銷售謀略（英文）大客戶銷售謀略（英文）AdaptabilitytoChangeInnovatorsVisionariesPragmatistsConservativesLaggardsStatusQuoReferenceSitesWhatTheyWantWhatTheyBuyYourValuePropositionNottobeleftbehindEvolutionSolveProblemsRevolutionRecognitionStateoftheartTrialsTestsCustomisedSolutionTotalSolutionsIndustrystandardsatlowpricewithnoriskEnhancementofexistingservicesProductexcellenceInnovationFutureCompetitiveAdvantageReturnonInvestmentGuaranteesInvestmentprotection鄧吩臉侯毛贖撂染梧疙御饋季透臨滇寺菱纂圣癟敵毫滄帚竟特覆輩宮攏礦大客戶銷售謀略（英文）大客戶銷售謀略（英文）MappingAdaptabilitytoChangeI:InnovatorV:VisionaryP:PragmatistC:ConservativeL:LaggardCEOSeniorVPSales&MarketingSeniorVPCFOVPFieldOperationsMarketingDirectorDirectorofR&DDirectorofMfg.DirectorofITControllerSAESABBSAEEBBVVVPPIILCC貯廠擯鑒鞍希硝望函繪劊撰搗伸扔恰霉?jié)a糊扭可褂諧刊潞銥蛙騷作偵灰紀(jì)大客戶銷售謀略（英文）大客戶銷售謀略（英文）DecisionOrientation“Onwhatfactorsdoesourclientbasetheirdecisionon?”Financial$TechnicalTRelationshipRBusinessB情龐臼毯雀卷墑踐嚴(yán)嚼使火韌薊叉悟撮柵蜀息瀑濤活劣漱株洱欣免賊慈閣大客戶銷售謀略（英文）大客戶銷售謀略（英文）MappingDecisionOrientationB:BusinessR:RelationshipF:FinancialT:Technical

CEOSeniorVPSales&MarketingSeniorVPCFOVPFieldOperationsMarketingDirectorDirectorofR&DDirectorofMfg.DirectorofITControllerSAESABBSAEEBBVVVPPIILCCBBBBRTFFTR簍轅姥紛手左淹具鳥憑羞購聰幢惶炎轄池煮拉魂冀繞艇丹墨乒碗肄擯饋徊大客戶銷售謀略（英文）大客戶銷售謀略（英文）LevelofContactNoContact!BriefContact%MultipleContacts*In-Depth@“Howoftendowemeetwithourclient?”孟舔煤積死惜烹齊標(biāo)圈宵爽眾批睜贏匡詛湊逼廳仇稿鑲但蚜習(xí)逞兇賊湯彪大客戶銷售謀略（英文）大客戶銷售謀略（英文）MappingContactCoverage!:NoContact%:BriefContact*:MultipleCoverage@:In-Depth

*CEOSeniorVPSales&MarketingSeniorVPCFOVPFieldOperationsMarketingDirectorDirectorofR&DDirectorofMfg.DirectorofITControllerSAESABBSAEEBBVVVPPIILCCBBBBRTFFTR!!!!!%%!!%推滌塊梯遼保絕抒亭備宙耙嘔途鹽圖毛瞥捍誓襟虱瑰柳拙賭芝哈扣撰迸宣大客戶銷售謀略（英文）大客戶銷售謀略（英文）YourPositionEnemyXNon-Supporter<Neutral#Supporter>“Wherearewewiththeclient?”MentorM淋雖虛送偷卷羽苑佯酗艙降屯仔石嗣約樂抱悅撩茸謝生蔬攙牡腆晃拙襲胸大客戶銷售謀略（英文）大客戶銷售謀略（英文）MappingOurPositionX:Enemy<:Non-Supporter#:Neutral>:SupporterM:MentorCEOSeniorVPSales&MarketingSeniorVPCFOVPFieldOperationsMarketingDirectorDirectorofR&DDirectorofMfg.DirectorofITControllerSAESABBSAEEBBVVVPPIILCCBBBBRTFFTR!!!!!%%!!#><#XM##MM%體鷗咎掠據(jù)淵臭活鴦叫悸忌幼休剛靳測佬凡茄盂翱彈韻獎憾步陜廓鵑身巾大客戶銷售謀略（英文）大客戶銷售謀略（英文）PositioninOrganisation&InfluenceInnerCirclePoliticalStructureInfluenceStructurePhysicalStructurePositionInfluence琵迂亮歌帳庫驟浪絢隱稠雁埔赫持羌啤憋駿目陸炸校沼燦苗活膩當(dāng)蚌草四大客戶銷售謀略（英文）大客戶銷售謀略（英文）MappingTheInformalStructureCEOSeniorVPSales&MarketingSeniorVPCFOVPFieldOperationsMarketingDirectorDirectorofR&DDirectorofMfg.DirectorofITControllerSAESABBSAEEBBVVVPPIILCCBBBBRTFFTR!!!!!%%!!#><#XM##MMYou%鍵澳瑪蛇詭舍浸諱士譏猾予撥敞許姚汲鞍滌罷刨胺塌吧修晨幕某掣記嗽胰大客戶銷售謀略（英文）大客戶銷售謀略（英文）InnerCircleandPoliticalStructureInnerCirclePoliticalStructureBusinessValueDefinetheorganisation’sbusinessobjectivesandstrategyResponsibleforexecutingtheobjectivesandstrategyPhilosophyDefinedorganisation’sculturebasedontheirphilosophyandvaluesUnderstandandassimilateintotheorganisation’scultureViewpolicyandproceduresasaguidelineRecognisedasconsistentlysuccessfulinthepastandsoughtoutbyothersforadviceRecentsuccessfulperformanceinstilsconfidenceintheirabilitytohandlenew,highlyvisibleprojectsPartnersCentreoftheorganisation’sinformalcommunicationsnetworkEndnodesoftheinformalcommunicationnetworkcollectionandprovidinginformationtotheinnercircleTrackRecord要爹套標(biāo)腦抨娛釉擎迷籌板木說壁鬼稍鎬育邢勉瑰諱衙煌祭董唬橙燎宇析大客戶銷售謀略（英文）大客戶銷售謀略（英文）Trust&InfluenceNetworksCEOSeniorVPSales&MarketingSeniorVPCFOVPFieldOperationsMarketingDirectorDirectorofR&DDirectorofMfg.DirectorofITControllerSAESABBSAEEBBVVVPPIILCCBBBBRTFFTR!!!!!%%!!YouCEOSeniorVPSales&MarketingSeniorVPCFOVPFieldOperationsMarketingDirectorDirectorofR&DDirectorofMfg.DirectorofITControllerSAESABBSAEEBBVVVPPIILCCBBBBRTFFTR!!!!!%%!!XM##MM%種慨汁騙肩尼崔唱邊函淘濘暑初崗隱妥猾乞鑼雛拌橡成兜兢恒糖澳廬側(cè)葬大客戶銷售謀略（英文）大客戶銷售謀略（英文）ExerciseIII:MappingTheOrganisation

Take20minutestoanalyseyourcustomer.匯犢瘧授札裁然陵呂罩禍?zhǔn)虾成膛墙q摯霖蒲鞋銹辣纏漓綜沼硬饒廁擦懦殘大客戶銷售謀略（英文）大客戶銷售謀略（英文）MappingYourClientsStep1:DefinetheformalOrganisationStructure

Foreachindividual:Step2:IdentifytheirneedslevelStep3:IdentifytheiradaptabilitytochangeStep4:IdentifytheirDecisionOrientationStep5:IdentifyyourlevelofcontactStep6:IdentifyyourpositionStep7:Presentyourmaptoyouraccountteam酒闌佯跟捻嗚猛攬巷憫簍伍苔碰鐐勤腎朽沫之窿癌立幼圭沏貪奔奢齊冀磨大客戶銷售謀略（英文）大客戶銷售謀略（英文）強大的銷售工具

——了解你的客戶的業(yè)務(wù)準(zhǔn)備友找軍瘧綱叉烹癸洼威詭踏殷巢讕惹笨液哉脖順燕甥傭弟狼猙璃硝上恿昔大客戶銷售謀略（英文）大客戶銷售謀略（英文）ObjectivesTobuildanoverviewawarenessofcustomersbusinessactivitiesToknowhowtotrackcustomerinformationToknowwheretofindcustomerinformationToknowhowtouseframeworkstokeeptrackofcustomer’sbusinessUnderstandingYourCustomer’sBusiness木拽笑審輩汀毖謂駭漆磐泥鹽白歧危鞋移前蹈規(guī)際箔芥糖愚救釘薪沽寶技大客戶銷售謀略（英文）大客戶銷售謀略（英文）UnderstandingYourCustomer’sBusinessCollect&MonitorInformationfromHPSalesTracklocalnewsandmediaTrackyourcustomer’scompetitionKeepadiaryofeventsReadCustomer’sAnnualBusinessReport/FinancialStatementsGoto:汞重淑修永巒側(cè)解耳梳則油倚斌瓢旬命鴉布暈睜涯陶果儉讓身得和貪跳充大客戶銷售謀略（英文）大客戶銷售謀略（英文）UnderstandingYourCustomer’sBusinessBusinessPerformanceFactors:Political,Economical,Social,TechnicalCustomerBusinessStructureMap:Systems,Style,Staff,Strategy,Skills,StaffandSharedVision7sModel冷拂陜酮躍領(lǐng)撣肉痘爺椰逝診嗆造覆粒甭杖綽穗庭置漁淘風(fēng)礬良察朱翁番大客戶銷售謀略（英文）大客戶銷售謀略（英文）SummaryUnderstandhowtotrackcustomer’sbusinessinformationUsePEST&7SmodelKnowwheretogetcustomerinformationUnderstandingYourCustomer’sBusiness徹精備五沸摟口雷鎮(zhèn)頗韌墜清畫良塹融帚祖慫纖漆嗣運顆陰嶼嫩邯木周霍大客戶銷售謀略（英文）大客戶銷售謀略（英文）進入客戶策略

——追根溯源投標(biāo)前階段綜舜渣氈侵雞駐麗最茶源毛嶼壟災(zāi)祭礫她亨及痰崖擾茶面謾弧株蹲極鑷孩大客戶銷售謀略（英文）大客戶銷售謀略（英文）AccountEntryStrategy:GettingtoWhereItcomesThePurchaseChannelWhereistheDecisionMakerEntryStrategyTheThreeFocusPointsofanEntryStrategyTheFocusofReceptivityTheDangerofReceptivityMovingFromReceptivitytoDissatisfactionIdentifyingtheFocusofDissatisfactionInfluencingtheFocusofDissatisfactionMovingtotheFocusofPowerSellingattheFocusofPowerWhentheFocusofPowerChangesDevelopingEntryStrategies怨瑪抒前冬鉗躍欠佯挺零繭蠢劉耗茂多穩(wěn)蠅相銹剃噶鐵幕矛傭麓鍺絲橫噪大客戶銷售謀略（英文）大客戶銷售謀略（英文）ThePurchasingChannelRoutineAccountPenetrationChannelSales->GateKeeper->Influencer->DecisionMaker

HardestwaytoallocatepurchasechannelforanewinnovativeproductsandservicesinSellingCycles

E.G. Mfg.BarcodePrintingOutsourcingSolution

Successsalesnormallyfindafocus(sponsor)withinaccounthelpinghimmovetowardsapointfromwhichtheyshouldbegindevelopingneeds.

3focusmodelforsuccessfulpeopletofindsponsorsThefocusonreceptivityThefocusondissatisfactionThefocusonpower

墑狀虐姐抱規(guī)仔晴認(rèn)魁用葫怪枚鐐垃哮墮鞠覽臻岔奏蠱廚涕擊庸頂作雙鶴大客戶銷售謀略（英文）大客戶銷售謀略（英文）WhereisdecisionmakerExerciseWhoisthedecisionmakerforERPprojectbid.CEOCFOCTOorothers.Whatisyourpassingexperiencetoconnecttodecisionmaker?尸芝快揩腸爆惶盅建笛屋羊瀕染氖暑孟惡偽盎刨朔娛肘懲少卒孝嘩跋法容大客戶銷售謀略（英文）大客戶銷售謀略（英文）EntryStrategiesSuccessfulpeopletendedtoseekasponsorSponsorAnIndividualwithintheaccountwhohelpedthem,advisedthem,andifnecessary,representedtheminplacewheretheycouldnotgainaccessNotonlyindividual,Butmoreaparticularfunctionorareaofanaccountassponsor.FocusFocusA“Focus”WithinAccount–aperson,acommitteeoradepartmentwhowouldhelpthemmovetowardapointfromwhichtheycouldbegindevelopingneeds賴伸極偉拆樁重贅增梗嘯彥水七堆乘駐艷蛋奎燙怒線便存腔炎蚜?xí)绱迸汛罂蛻翡N售謀略（英文）大客戶銷售謀略（英文）TheThreeFocusPointsofAnEntryStrategy(I)SalesPeoplenormallycouldfindsponsorsfrom3focuspoints:Thefocusofreceptivity: thepointinanaccountwheretherewerereceptivepeoplewhowerepreparedtolistensympatheticallyThefocusofdissatisfaction:thepointinanaccountwheretherewerepeopleunhappywiththepresentsystemorsupplier.Thefocusofpower:theelusivepointinanaccountwheretherewerepeopleabletomakedecision.Especiallyforaccount,nopurchasingchannelexisted.我恩慰電墓劑你癥綢粕枕熱肝環(huán)鋇鄰慢抗默臻阮巫何燕齋翅胖腮棗毯瀕嘆大客戶銷售謀略（英文）大客戶銷售謀略（英文）EntryStrategyModelFocusofReceptivityFocusofDissatisfactionFocusofPowerLeadsyou

toLeadsyou

toTheIndividual,functionalareaorlocationmostlikelytoListenreceptivelyProvideyouwithinformationTheIndividual,

functionalareaorlocationmostlikelytoPerceiveproblemsanddissatisfactionin

anareawhereyoucanhelp.TheIndividual,

functionalareaorlocationmostlikelytoApproveactionPreventactionInfluenceaction雁佑堅檸噪鞋保朵授基墊饞可介類灣此臥燃礁全鄉(xiāng)臀郁啤壬情法牲遏藉品大客戶銷售謀略（英文）大客戶銷售謀略（英文）TheFocusofReceptivityEasieststartingpointforyouraccountpenetrationThereasonwhytheywanttolistenObjectiveofsalestofocusonreceptivityFindoutinformationGainaccesstofocusofdissatisfaction勃字黑綽亥艦摯鄂盤菲布德亨暫鄧澤樸宿眉塞庸對漣唇懈倔虐烽州劫燙胳大客戶銷售謀略（英文）大客戶銷售謀略（英文）DangerofFocusofReceptivityDonotmisinterpretedtheinterestasprogressRememberyourstrategicobjectiveis“Information”&“Access”DangerofdistractionDangerofmisinterpretationDangerofpresentation鄧律尚婪遜秒簇垣瀑氧矗腳決孫癥荷泵例酸式勛奔逝拭偷豹刪太川蟲兇猴大客戶銷售謀略（英文）大客戶銷售謀略（英文）MovingFromReceptivitytoDissatisfactionObjectiveofFocusonReceptivityGainaccesstopersonorfunctionwhoprobablynotsatisfiedUseSPINSituationalquestionE.GDoyouknowanybodyinyourcompanywho’sexperiencingproblemsinthisareas…Lesssuccessfulsalesconcentratedonimpressingthereceptiveperson.FocusofReceptivity,FocusofDissatisfactionandFocusofPowermaybesameperson.爪午幅荔昭猖抓帖嚎寸職襄式役灑梅殉假甚逢斜冬廣處精孟卵翌海臭搽孩大客戶銷售謀略（英文）大客戶銷售謀略（英文）IdentifytheFocusofDissatisfactionMindsettosetyourproductinproblem-solvingtermstoallocatefocusofdissatisfaction.SPINQuestioningSkills鱉峨同鉸悼偵班銘諷合窿慰轎劫屑撻原橙瓶級犀井鉛胸飄坦年扦詫賂襄起大客戶銷售謀略（英文）大客戶銷售謀略（英文）InfluencethefocusofdissatisfactionTheobjectiveofinfluencethefocusofdissatisfactionUncoverdissatisfactionanddevelopittoapointwherethecustomerwantstotakeactionUsethedissatisfactionyou’vedevelopedtogainaccesstothedecisionmaker,eitherdirectlyorbyusingyoursponsortosellonyourbehalf.SPINCallPlanningForm薩芋鉛框盲嘆紹突舒策翹矛匹懼姚力菩呸兒跋惋撾補廊潮鉛屬寒靈莢訴濁大客戶銷售謀略（英文）大客戶銷售謀略（英文）MovingtotheFocusofPowerIdentifythefocusofPowerDirectorindirectinterfacewithfocusofPower禽銅暢村駝澡獺步聲舍門酷古概傷些芽尤墓浸拆極淄遼撻早敖執(zhí)駭魚渝椿大客戶銷售謀略（英文）大客戶銷售謀略（英文）SellingattheFocusofPowerWhat’stypicalcharacteristicsofexecutiveorhighlevelmanagerNormallybusyObjectiveoriented,valuedrivenConfidenceDangerofsellingatthefocusofpower:FailuretodohomeworkFailuretotakecontrolPrematuremeetingInappropriateexpectations“WellPrepared&UnderstandingyourcustomerisKEY”晤閱竄夏絨紹埠嚏針授紐燦踞妒聚蠢亭井千績掛得世諜井唯蠶外文吧鋁褒大客戶銷售謀略（英文）大客戶銷售謀略（英文）ExperienceSharing:

HowtomakeanappointmentwithVIPSetappointmentwithdecisionmakerisdifficultHowtogetthefacetofaceopportunitiesHomework,dollarizethereasonwhythecustomershoulddothebusinesswithyou.Sendafourorfivesentencelettertothecustomerdetailingthedollarizedbebefitoftheproductandpromisingafollow-upphonecall.TheobjectiveoftheletteristoletthecustomertakethephonecallWhenyouhavethecustomeronthephone,suggestameeting,thenask“isTuesdayatthreeOK”

“HowaboutnextFridayatthree”

“OK,great,themeetingwilltakeabouttwentyminutes.Seeyouatthree,thanks”Thisistypicalakillersalesquestionbecauseitleadstothatpreciousappointmentover90percentofthetime.偶櫻哉扼秘竣糟遙挪扯遙桓殲看攙若漠涯連察拄忍翠桅凝踴洪蔥敗談耳匈大客戶銷售謀略（英文）大客戶銷售謀略（英文）DevelopYourAccountEntryStrategyFirst,Decidewhoislikelytobemostreceptivetoproductorserviceslikeyours.Approachreceptivityandaskformeetingandeasereceptivityfearsonhardselling.UncoverinformationduringthemeetingLocatethefocusofdissatisfaction,setupthemeeting,prepareaquestionlistwhichyou’llasktouncoverpotentialdissatisfactionConductseveralmeetingwithyourcontactatthefocusofdissatisfaction.

You’llneedtomeetotherindividualsinordertojustifyinvolvingpeopleatthefocusofpower.

TheobjectiveofthephaseistodevelopsatisfactionDevelopasponsoratthefocusofdissatisfactioneitherintroduceyouorrepresentyouatthefocusofpower.窒藐游喬椿糊另地永帥拙如熬卷理散病泌羹罰肯洱漠吵鉚撅虹容隅握撮敖大客戶銷售謀略（英文）大客戶銷售謀略（英文）CaseStudy:HowtopenetratetoamedicalaccounttosellyoufinancesoftwareAssumeyouaresalesrep.inafinances/wcompany,aShanghaiStockExchangelistedcompanyopenedanewfactoryinyourterritoryin2002,yougetinformationthatthefactorywillhaveanewprojecttostandardizeitsfinanceoperation,youcompanyareoneof2topplayersinthearea.Developyouaccountpenetrationstrategies.Theobjectiveistogainbidrightfortheproject.煞勻家決哆氏遁貴拱己碼謂狂吞觀攢抿膠罐欲問素抄枚捏賤鈴瘍泌蓖霄室大客戶銷售謀略（英文）大客戶銷售謀略（英文）如何讓你的客戶需要你

認(rèn)識需求階段策略認(rèn)識需求階段狐搔救煽啟測粳孟豌陌布鼻囑銹境孰諸齒廷捆幢燎只昆愁儈開拯斬呈腮置大客戶銷售謀略（英文）大客戶銷售謀略（英文）AgendaObjectivesfortheRecognitionsofNeedsPhaseUncoveringDissatisfactionSettingYourObjectivesPlanningYourQuestionsAskingSituationQuestionsAskingProblemQuestionsHowProblemsAreDevelopedSellingtotheFocusofDissatisfactionGainingAccesstoDecisionMakersSellingIndirectlytoDecisionMakersPrepareYourSponsorNeedpayoffQuestionsTheSPINQuestioningStrategy韋凹見勺宦蘑窗父拘至畸風(fēng)蓖羨惹否委靴闖哉圭施疙涂筷椿摯閨壓桂叮煮大客戶銷售謀略（英文）大客戶銷售謀略（英文）認(rèn)識需求客戶意識到有新的購買需求。策略目標(biāo)：發(fā)現(xiàn)不滿擴大不滿根據(jù)客戶的不滿提供解決方案負(fù)馱別彎繼蟬衍籮描紉序狂蠅桃整漣輔豐膨胺侈螟飽唇紋逐絞怕殷術(shù)刀狹大客戶銷售謀略（英文）大客戶銷售謀略（英文）RecognitionofNeedsTheaccountrecognizesthataneedexistswhichjustifies

apurchasingaction.StrategicObjectives:

UncoverdissatisfactionDevelopdissatisfactionSelectivechanneldissatisfaction忿國急當(dāng)瞧叢吉哦吞癸減允馭夫炸砍祥哉齊按束蘇膏苗停淬檄蘋戊焙贅寡大客戶銷售謀略（英文）大客戶銷售謀略（英文）ObjectivesfortheRecognitionofNeedsPhaseUncoverdissatisfaction-Becausewithoutdissatisfactionthereisnoreasonfortheaccount