VBS-PICC多媒體教學(xué)課件

Nicetomeetyou!!VBS--PICCSelf-introduction自我介紹BaquanqiGraduatedfromshanxicollegein2007Major:AnimalNutritionOversixmouthswithCargillWorkexperience:QA/TechnicalserviceVST/Marketing/SalesBusinessoperationVBS--PICCVBS(價(jià)值銷售)VBS--PICC有關(guān)市場三個(gè)問題的討論：你認(rèn)為當(dāng)前的市場環(huán)境具有哪些特點(diǎn)？這些市場特點(diǎn)對我們的銷售帶來了哪些挑戰(zhàn)？Howtodo?我們該如何應(yīng)對？VBS--PICCToday’ssellingenvironment

(當(dāng)今的銷售環(huán)境)Marketplacesarecrowdedandnoisy(市場非常擁擠及嘈雜-----競爭非常激烈)Buyershavemanycompetentoptions(購買者有很大的選擇空間)Buyershavegreatpower(購買者有很大權(quán)力)Buyersaretense(購買者變得很敏感)Productdifferentiationislargelyathingofthepast(產(chǎn)品本身的差異性在很大的程度上已成為過去的事情)Buyersaremorepronetoviewcompetingproductsas“essentiallythesame”(購買者都傾向于認(rèn)為各個(gè)“競爭產(chǎn)品在本質(zhì)上都是一樣的”)Theburdenofprovingproductsuperioritylieswiththesalesprofessional(證明產(chǎn)品優(yōu)越性的重?fù)?dān)得依賴于專業(yè)化的銷售隊(duì)伍)VBS--PICCToday’ssellingenvironment

(當(dāng)今的銷售環(huán)境)Competitionisnolongerformarkets,butforindividualcustomers(競爭不在是針對整個(gè)市場,而是針對個(gè)體的客戶)Massmarketingisitstwilight(規(guī)?；癄I銷的影響作用越來越小)Personalcredibilityisthechiefdeterminantofsalessuccess(個(gè)人信任度是取得銷售成功的主要決定因素)Substanceandtrustisthecornerstones(銷售人員的素質(zhì)和客戶的信任是基礎(chǔ))Performanceisthebasisforcontinuingsales(產(chǎn)品的性能是持續(xù)銷售的基礎(chǔ))VBS--PICCThebottomline(基本的共識)Thesalesfunctionhasalwaysbeenvitaltobusinesssuccess(企業(yè)的成功,銷售所起的作用總是至關(guān)重要!)Traditionalsourceofcompetitiveadvantagehaveloststeam(保持競爭優(yōu)勢的傳統(tǒng)資源已經(jīng)消失)Salesprofessionalsarerapidlybecomingthecriticalsourceofcompetitiveadvantage(專業(yè)化銷售正在迅速成為非常重要的具有競爭優(yōu)勢的資源)VBS--PICCSelling?銷售？...istheactionofadvocatingthemutuallysatisfactoryrelationshipbetweenacustomerandasupplier是在客戶與供應(yīng)商之間倡導(dǎo)雙贏關(guān)系的行動Salespeople?銷售人員？…areADVOCATESforestablishingandmaintainingrelationshipswithourcustomers是與客戶建立并維系雙贏關(guān)系的倡導(dǎo)者Professional?職業(yè)化/專業(yè)化？Havingorshowinggreatskill;Expert;HavingWin-Winmind;Engagingspirit&Ownership.擁有并顯示出卓越的技能；專家型；具有雙贏思維；樂業(yè)精神&主人翁意識ThreeQuestions(三個(gè)問題)Helptounderstand“salesprofessional”betterVBS--PICCHowtobesalesprofessionals?

那么,如何成為專業(yè)化的銷售人員?LearntoapplyVBS!!!學(xué)會運(yùn)用VBS!!!VBS--PICChelpyoutobetterunderstandtheconceptofvalue

幫助你更好地理解“價(jià)值”概念giveyounewwaystothinkaboutyourroleincreatingvalue為你提供新的方法思考你在價(jià)值創(chuàng)造過程中的作用exposethesecretofthebestsalespeople-howtheycreate

valuefortheircustomers揭露優(yōu)秀銷售人員的秘密——他們是如何為客戶創(chuàng)造價(jià)值的ValueBasedSellingwill:

價(jià)值銷售將給你帶來……VBS--PICCLearningModel學(xué)習(xí)模式Evaluation

評估Synthesis綜合Analysis

分析Application應(yīng)用Comprehension

理解Knowledge知識Everyoneshouldbeatleastattheapplicationlevelofthelearningmodel.VBS--PICCVBSValueBasedSelling

(建立在價(jià)值基礎(chǔ)之上的銷售)VBS--PICCVBS

camefrom…

(VBS來自…)BDI(BusinessDynamics,Inc.)14yearsofsalesresearchandconsulting(十四年的銷售研究和總結(jié))Widespectrumofindustriesandsellingenvironment(來自對很多行業(yè)和銷售環(huán)境的研究)Exposuretohundredsofhighperformersanddozensofbluechipsellingforces.(是對很多高績效銷售隊(duì)伍業(yè)績的調(diào)查結(jié)果)VBS--PICCStepsforVBS(VBS步驟:)UnderstandingCustomerValue(理解認(rèn)知客戶的價(jià)值)——“知彼解已”過程CreatingCustomerValue(創(chuàng)造客戶價(jià)值)——“準(zhǔn)備解決方案”過程CommunicatingCustomerValue(溝通客戶價(jià)值)——“是否認(rèn)可”VBS--PICCUnderstandingCustomerValue(理解認(rèn)知客戶的價(jià)值)WhatCustomersReallyBuy?客戶真正購買的是什么?CharacteristicsofCustomerValue客戶價(jià)值的特征FacetsofCustomerValue客戶價(jià)值的層面FormsofCustomerValue客戶價(jià)值的形式VBS--PICC`VBS--PICCWhatdocustomersreallybuy?

(客戶真正購買的是什么？)Productattributes(產(chǎn)品的特性)？Serviceperformance(服務(wù))？Price(價(jià)格)？Somethingelse(其他)？

Mostcustomers,mostofthetime,donotbuyontheabovebasis.(大部分客戶在大多數(shù)的情況下，并不是基于上述因素購買的)VBS--PICCWhatcustomersreallybuyis…

(客戶真正購買的是……)Theybuysuperiorvalue.Theybuythesolutionwhichoptimizestheirprogresstowardscherishedgoals.(他們購買出眾的價(jià)值；他們購買的是最能有助于達(dá)到他們理想目標(biāo)的解決方案)Donotblameprice!!!(不要再抱怨價(jià)格!!!)“Welostthebusinessbecauseofprice.”isabiglieinsales.

“我們由于價(jià)格原因失去生意”在銷售中是一個(gè)彌天大謊!Thisverycommonexplanationofcompetitiveperformanceisadeadlycancerinabusinessorganization.VBS--PICCCharacteristicsofCustomerValue(客戶價(jià)值的特點(diǎn))Valueiscustomer-defined(價(jià)值是客戶定義的)——不管你自已認(rèn)為產(chǎn)品有多好，如果客戶認(rèn)為沒有價(jià)值，就不存在價(jià)值！Valuemustberecognized(價(jià)值需得到客戶認(rèn)可)——價(jià)值在被創(chuàng)造后傳遞給客戶，如不被客戶認(rèn)可，就不存在價(jià)值！Valueisrelative(價(jià)值是相對的)——價(jià)值要與競爭對手做比較；不只是提供價(jià)值給客戶，而且要使提供的價(jià)值被市場認(rèn)為是一流的！VBS--PICCFacetsofCustomerValue

(客戶價(jià)值的層面)

客戶價(jià)值的層面是客戶對價(jià)值體驗(yàn)的方式，主要體現(xiàn)在三個(gè)方面：FinancialValue(利潤價(jià)值)—whichcustomersexperienceintermsofcostsavingsand/orincreasedsales.TimeValue(時(shí)間價(jià)值)—whichcustomersexperienceastimesavingsand/ortimesynchronization.PsychologicalValue(心理價(jià)值)—whichcustomersexperienceasstressreductionand/oresteemenhancement“CustomerValue”isafinancial,time,and/orpsychologicalcontributionthatthecustomerrecognizesandcreditsthesupplierfordelivery.(客戶的價(jià)值是客戶認(rèn)可并相信廠商能夠提供的對利潤上的,時(shí)間上的或是心理上的貢獻(xiàn).)VBS--PICCFormsofCustomerValue

(客戶價(jià)值的形式)Valueisdeliveredtocustomersinthreeprimaryformsbyabusinessorganization,throughits:(企業(yè)通過以下三種主要形式把價(jià)值提供給客戶:)ProductQuality.(產(chǎn)品品質(zhì)—先進(jìn)性/多功能/精確性/方便性)ServiceQuality.(服務(wù)質(zhì)量—培訓(xùn)/服務(wù)/咨詢/顧問式銷售)TotalCost(總成本)三者形成企業(yè)的價(jià)值包；價(jià)值包在總體上對客戶吸引力很大程度上決定了企業(yè)在市場競爭中能否成功！——綜合價(jià)值的優(yōu)劣！

VBS--PICCUnderstandingValue理解價(jià)值ProductQuality

-Reliability-Functionality-DifferentiatedServiceQuality

-PresaleConsultation-BasicSupply-ProductSupportTotalCost

-DirectCosts-IndirectCosts-PaymentTermsSupplier我們

Completelyunderstandcustomerrequirements,Customer客戶Financial-Decreasecost-IncreaserevenueTime(convenience)-Decreasetime-IncreasetimesyncPsychological-Decreasestress-IncreaseEsteemCompletelyunderstandyourcapabilities.VBS--PICCCreatingCustomerValue

(創(chuàng)造客戶的價(jià)值)TheStepsinCustomerValueCreation創(chuàng)造客戶價(jià)值的步驟AchievingAlignment完成對解決方案校正或調(diào)整AchievingValueLeadership獲取價(jià)值創(chuàng)造的領(lǐng)導(dǎo)力VBS--PICCTheStepsinCustomerValueCreation客戶價(jià)值創(chuàng)造的步驟Customervaluecreationispartanalysisandpartart.

客戶價(jià)值創(chuàng)造是參與分析、參與策劃的過程Itinvolvesinformationgathering;documentingcustomerrequirements,needsandpriorities;solutiondesign;comparativeanalysis;andmarshallinginternal(andperhapsexternal)resources.

它包含信息收集；確認(rèn)客戶需求；設(shè)計(jì)解決方案；比較分析；整理內(nèi)部資源（或是外部資源）Inotherwords,customervaluecreationisverysimilartoconsulting.Weprefertocallitcustomervaluemanagement.

換言之，客戶價(jià)值創(chuàng)造與企劃(咨詢)非常相似。我們更喜歡稱它為客戶價(jià)值管理VBS--PICCTheStepsinCustomerValueCreation客戶價(jià)值創(chuàng)造的步驟IdentifyCustomer’sValueRequirements識別客戶的價(jià)值需求STEP1DevelopPreliminarySolutionIdea產(chǎn)生初步的解決方案STEP2AlignSolutionIdeatoCustomer’sValueRequirements將價(jià)值的解決方法和客戶需求相匹配(校正)STEP3DetermineYourSolution’sRVP決定解決方案的RVPSTEP4DecidetoFightorFlee決定出擊或者放棄STEP5ChooseYourDifferentiationStrategy選擇獨(dú)特的策略STEP6VBS--PICCCreatingValue創(chuàng)造價(jià)值Customer客戶Financial-Decreasecost-IncreaserevenueTime(convenience)-Decreasetime-IncreasetimesyncPsychological-Decreasestress-IncreaseEsteemProductQuality

-Reliability-Functionality-DifferentiatedServiceQuality

-PresaleConsultation-BasicSupply-ProductSupportTotalCost

-DirectCosts-IndirectCosts-PaymentTermsSupplier我們AlignmentSolution!VBS--PICCAchievingValueLeadership

獲取價(jià)值創(chuàng)造的領(lǐng)導(dǎo)力Achievingalignmentisapositiveandnecessaryaccomplishment,butoftenisnotenoughtowinthebusinessinacompetitivesalessituation.

完成解決方案與客戶需求的匹配是積極的、必要的工作，但通常這樣還不足以能在競爭的銷售中取得勝利Thesecondobjectiveofcustomervaluecreationisachievingclear(value)superiorityoveryourcompetitors.Wecallthisvalueleadership.

客戶價(jià)值創(chuàng)造的第二個(gè)目標(biāo)是(方案)產(chǎn)生的價(jià)值與競爭對手相比具有明顯的優(yōu)勢。我們稱之為價(jià)值領(lǐng)導(dǎo)力!VBS--PICCCommunicatingCustomerValue(溝通客戶價(jià)值)VBS--PICCCommunicatingCustomerValue(溝通客戶價(jià)值)Collectingcreditfromcustomer(從客戶那里得到信任—獲得承諾)Communicateinwritten–VBSproposal(用書面的方式溝通－VBS)VBS--PICCCommunicatingCustomerValueThroughProposals

通過(價(jià)值)計(jì)劃書來溝通客戶價(jià)值Valueproposalsare:價(jià)值(方案)建議：

quicktothepoint快速的切入重點(diǎn)customer-centered以客戶為中心crisplyorganized結(jié)構(gòu)清晰specificaboutbenefits具體論述客戶利益purposefulinclosing.結(jié)尾要帶有目的性VBS--PICCVBSProposalVBS(價(jià)值計(jì)劃書)Writtencommunication:aProposal(書面的交流：一份計(jì)劃書)HowtowriteVBSproposal(怎樣寫價(jià)值計(jì)劃書)Theopening(開頭)Thebody(主體)Theclosing(結(jié)尾)VBS--PICCValueProposalFormat-

TheOpening價(jià)值方案-開始ThepurposeoftheOpeningsectionistograbthereader’sattention,makingitclearthatthisisnoordinaryproposal.價(jià)值計(jì)劃書的開端部分的目的是吸引讀者的注意力，讓他覺得是一個(gè)不一般的解決方案TheOpeningexplicitlydefinesthemaincontributionthesupplierintendstomaketothecustomer,includingthetimetableinwhichthecontributionwillbedelivered.Thisisthesupplier’spromise.是對客戶的承諾：明確提供給客戶的主要價(jià)值，包括明確給客戶提供價(jià)值的時(shí)間范圍TheOpeningalsoprovidesassurancethatthesupplierhasboththecapabilityandthemotivationtomakegoodonitspromise.同時(shí)確保自己有為客戶提供價(jià)值的能力和動機(jī)VBS--PICCValueProposalFormat-

TheBody價(jià)值方案內(nèi)容-主體TheBodyoftheproposaldescribesthesolutionandthemechanicsbywhichthesupplier’ssolutionwillbecarriedout.ThepurposeoftheBodysectionistoestablishthetechnicalcredibilityofthesupplier.Asuccinct,luciddescriptionofprocessincreasesthecustomer’sconfidencethatthesuppliercandeliveronitspromise.Thissectionshouldalsoprovidepricing.

價(jià)值方案的內(nèi)容描述解決方案和操作流程。主體部分的目的是建立供應(yīng)商在技術(shù)方面的可信性，簡單、明晰的介紹可以增加客戶對供應(yīng)