ibm銷(xiāo)售七步法

1、N o ve m b e r, 2 0 0 1S ig n a tu re S e llin g M e th o dS ig n a tu re S e llin g M e th o d(S S M )(S S M ) F u n d a m e n ta ls F u n d a m e n ta lsE sta b lish e d a s I B M s S ig n a tu reN o te : T h is p re s e n ta tio n c o n ta in s s p e a k e r n o te s.The world is changing around

2、us.The world is changing around us.Our CustomersOur CustomersThe buyer process is changing with line of business executives playing an increasing role.Customers now expect more from us and faster than ever before.Our CompetitorsOur CompetitorsOur competitors are reorienting themselves to go after th

3、e e-business market space.Our IndustryOur IndustryThe e-business explosion is changing the shape of business and information technology.What will our signature be?What will our signature be?IIBMAmericasYour Business UnitSignature Selling MethodPersonalSystemsEMEASoftwareFinancingIndustriesAsia Pacif

4、icServersBusinessPartnersServicesTechnologyOur challenges are no secret.Our challenges are no secret.We dont always focus on the best solution for the customerTeamIBM? What TeamIBM?We expect a lot from each other, but roles and responsibilities are unclearWe dont speak the same language internallyWe

5、 put time, money and resources into unqualified opportunitiesWe need to establish some We need to establish some common common goalsgoals Create customer value in every interactionBuild and leverage the synergy of TeamIBMImprove our win rate and shorten the length of the selling cycleCommon Language

6、 Sales AidsTrainingSSM as a method is a proven approach supported SSM as a method is a proven approach supported by common language, tools and trainingby common language, tools and trainingSo lets get started with.the SSM JourneySo lets get started with.the SSM JourneyThe Spirit and Essence of SSMHo

7、w SSM was DevelopedThe SSM Steps Sales Aids to Bring SSM AliveIBMs Commitment to SSMThe spirit and essence of SSM can be The spirit and essence of SSM can be characterized in a few key wordscharacterized in a few key wordsCustomerThought-LeadershipValueThe spirit and essence of SSM can be The spirit

8、 and essence of SSM can be characterized in a few key wordscharacterized in a few key wordsCustomerTeamworkTeamworkThought-LeadershipValueSpeedSpeedCommon LanguageCommon LanguageThe spirit and essence of SSM can be The spirit and essence of SSM can be characterized in a few key wordscharacterized in

9、 a few key wordsCustomerTeamworkTeamworkDisciplineThought-LeadershipValueSpeedSpeedCommon LanguageCommon LanguageCoachingWinningResultsResultsEvaluateBusinessEnvironmentDevelop Business Strategy &InitiativesRecognizeNeedEvaluateOptionsSelectSolutionOptionImplementSolution &EvaluateSuccessRes

10、olveConcerns& DecideTypical Customer Buying ProcessCustomers tend to buy in predictable waysCustomers tend to buy in predictable waysIf our customers could buy IBM products and If our customers could buy IBM products and services from services from anyone,anyone, would they choose would they cho

11、ose us?us?Understand my business and IT environmentDevelop plans linked to my business initiativesW ork with me to establish my buying visionArticulate capabilities clearlyDevelop the solution with meHelp to resolve my concerns and decideMonitor the solution and ensure my expectations are metW ho wi

12、ll add value beyond just the products and services they sell?IBMOthersEvaluateBusinessEnvironmentDevelop Business Strategy &InitiativesRecognizeNeedEvaluateOptionsSelectSolutionOptionImplementSolution &EvaluateSuccessResolveConcerns& DecideTypical Customer Buying ProcessUnderstand Custom

13、er Business & IT EnvironmentDevelop Plans Linked to Customer Bus InitiativesEstablish Buying Vision with CustomerArticulate IBM Capabilities & Qualify OpportunityDevelop Solution with CustomerMonitor Implem. & Ensure Expectations are MetClose the SaleSignature Selling MethodSSM helps you

14、 create value by bridging from the SSM helps you create value by bridging from the buying to the selling steps buying to the selling steps Sales Aids forSales Aids forcustomer interactions customer interactions call planningcall planning selling strategiesselling strategiesmanaging progressmanaging

15、progressProven and effective sales aids will bring SSM alive Proven and effective sales aids will bring SSM alive for you and your customersfor you and your customersW ith SSM, your customers will choose W ith SSM, your customers will choose youyou and and TeamIBM because you will.TeamIBM because yo

16、u will.Differentiate yourself and your team in the ways you create customer valueEngage TeamIBM effectively to rally around the customers needsSell with speedPart 2: What is SSM Really?Part 2: What is SSM Really?The Elements of SSMThe Elements of SSMVerifiable Outcomes and Sell CyclesVerifiable Outc

17、omes and Sell CyclesA Step-by-Step WalkthroughA Step-by-Step WalkthroughIBM Management System LinkagesIBM Management System LinkagesPutting It All TogetherPutting It All TogetherLets take a closer look at what SSM really isLets take a closer look at what SSM really isHow can we sell faster and incre

18、ase our value to the customer?Buyi ng ProcessBuyi ng ProcessSel l i ng ProcessSel l i ng ProcessVeri f i abl e Out comesVeri f i abl e Out comesSal es Ai dsSal es Ai dsM anagement M anagement Syst emSyst emHow do customers tend to buy?How can we focus our activities on the right deal, the right peop

19、le, and the right issues?How will we know when the customer is ready to move forward with us?How can we use what weve learned to execute more effectively next time?The ability to add value at every step is The ability to add value at every step is fundamentalfundamentalEvaluate BusinessEnvironmentDe

20、velop Business Strategy &InitiativesRecognizeNeedEvaluateOptionsSelectSolutionOptionImplementSolution &EvaluateSuccessResolveConcerns& DecideTypical Customer Buying ProcessUnderstand Customer Business & IT EnvironmentDevelop Plans Linked to Customer Bus InitiativesEstablish Buying Vi

21、sion with CustomerArticulate IBM Capabilities & Qualify OpportunityDevelop Solution with CustomerClose the SaleSignature Selling ProcessMonitor Implem. & Ensure Expectations are MetWe gauge the progress of our opportunities from We gauge the progress of our opportunities from the customers p

22、oint of view.the customers point of view.Verifiable OutcomesCustomer and Team IBM agreement to the value of a relationship.Customer-demonstrated interest in working with Team IBM. Customer-stated business need, buying vision and agreement to support Team IBM access to Power Sponsor.Customer Power Sp

23、onsor and Team IBM agreement to go forward with a preliminary solution. Customer Power Sponsors conditional approval of proposed solution.Customer and Team IBM sign a win/win contract. Customer acknowledges the value of the Team IBM solution.IdentifiedIdentifiedValidatedValidatedQualifiedQualifiedCo

24、nditional Conditional AgreementAgreementWonWonSellCycleStep Leaders lead these activities:To ensure that each member of TeamIBM is executing the right activities at the right timeWhich can be verified by:Customer-agreed outputsWe will be successful when we achieve this outcomeCustomer-oriented Verif

25、iable OutcomeWhen the customer is:At a particular step in the buying processIndicates worldwide standardSSM is logical and flexible at the same timeSSM is logical and flexible at the same timeAnd should be reflected internally by:Sell Cycle updateOpportunity plan updateUpdated Win Odds in OMNotes or

26、 OMSYSWhen the customer is:Evaluating the Business EnvironmentRelationship Repslead these activities:Research the Customer s industry, competitors and business directionUnderstand the Customer s technology and financing preferencesCreate relationship and coverage strategiesDevelop thought-leadership

27、 strategies for Team IBMPrioritize among existing IBM opportunitiesWe will be successful when we achieve this outcome:Customer and Team IBM agreement to the value of a relationshipWhich can be verified by:Customer-review of Account Plan, Territory Plan or PartnerPlanCustomer Set/Met discussion and S

28、et/Met action plan executionCustomer s Business Initiatives mapped to IBM prioritiesKey customer and IBM players engaged in communicationsThought-leadership focus areas mutually identifiedAnd should be reflectedinternally by:Account Plan and team communications establishedAccount Opportunity Portfol

29、io prioritizedExecution of relationship and coverage strategiesSet/Met action plan documented Understand the Customer s Business & IT Environment Indicates Worldwide StandardDevelop Plans Linked to the Customers Business Initiatives When the customer is:We will be successful when we achieve this

30、 outcome:Which can be verified by:Indicates Worldwide StandardRelationship Reps / Opportunity Identifiers lead these activities:Initiate dialogue to diagnose business needsTurn thought-leadership ideas into potential IBM opportunitiesAssess the Customer s Compelling Reason to ActCreate an initial Op

31、portunity Plan or choose to disengageCustomer demonstrated interest in working with Team IBMDeveloping Business Strategy and InitiativesSell cycle = IdentifiedInitial Opportunity Plan including an Opportunity AssessmentUpdated Account PlanSuccessful thought-leadership dialogue with the CustomerIniti

32、al Opportunity Plan in placeCustomer-acknowledged Compelling Reason to ActPotential Customer sponsor identified and engagedAnd should be reflectedinternally by:Establish the Buying Vision with the Customer Indicates Worldwide StandardClarify business needs and define initial requirementsBridge from

33、the Customer s Business Initiatives to a conceptual business solutionConfirm the Customer s sponsorship and ability to decideNegotiate access to Power Sponsor if appropriateCustomer-stated business need, Buying Vision and agreement to support Team IBM access to Power SponsorRecognizing NeedsSell cyc

34、le = ValidatedUpdated win odds as appropriateUpdated Opportunity PlanCustomers Conditions of Satisfaction documentedBusiness Initiatives and requirements confirmedCustomer Buying Vision developed and/or influencedIBM agreement to fulfill Customers Conditions of SatisfactionSponsor communication ackn

35、owledged and agreedWhen the customer is:We will be successful when we achieve this outcome:Which can be verified by:And should be reflectedinternally by:Relationship Reps / Opportunity Identifiers lead these activities:Articulate IBM Capabilities & Qualify the Opportunity Indicates Worldwide Sta

36、ndardReview/influence the Customer s buying/evaluation criteriaDevelop Preliminary Solution and Value Statement with customer and discuss financing alternativesDocument and agree to the Evaluation Plan with Power Sponsor, including Conditions of SatisfactionEvaluate risk to IBM and make engage/disen

37、gage decisionDetermine level of pre-sale Solution Assurance Review neededCustomer Power Sponsor and Team IBM agreement to go forward with a Preliminary SolutionEvaluating OptionsSell cycle = QualifiedUpdated win odds as appropriateUpdated Opportunity PlanReservation order placedDocumented Preliminar

38、y Solution and Value StatementAgreed-to Evaluation Plan (next steps) or IBM decision to disengageWhen the customer is:We will be successful when we achieve this outcome:Which can be verified by:And should be reflectedinternally by:Opportunity Ownerslead these activities:Develop the Solution with the

39、 CustomerIndicates Worldwide StandardRefine solution & create a Value Proposition with the CustomerBuild a solution blueprint and recommend implementation planValidate Competitive Strategy and adjust tactics as appropriateAssess mutual interests in moving forwardGet Contracts & Negotiations

40、approval for non-standard contract termsConduct appropriate level of pre-sale Solution Assurance Review and implement action itemsCustomer Power Sponsors conditional approval of proposed solutionSelecting the Solution OptionSell cycle = Conditional AgreementUpdate win odds as appropriateUpdated Oppo

41、rtunity PlanResults of any expert pre-sale Solutions Assurance Review recordedMutually agreed-to proposalAgreement to IBM solution, Value Proposition and time frameIdentified criteria for contract signingCustomer s agreement to track benefits and disclose results to IBMWhen the customer is:Which can

42、 be verified by:And should be reflectedinternally by:Opportunity Ownerslead these activities:We will be successful when we achieve this outcome:Close the SaleIndicates W orldw ide StandardM ake necessary refinem ents to the solutionResolve any open concerns for final C ustom er approvalNegotiate fin

43、al term s & conditions w ith C &N/Legal assistance, if requiredPrepare contracts and obtain C ustom er/IBM signaturesCustom er & Team IBM sign a win/win contractResolving Concerns & DecidingSell cycle = W onU pdated w in odds as appropriateU pdated O pportunity PlanFirm Custom er acc

44、eptance date establishedSigned contract, statem ent of w orkIm plem entation team announced and project schedule establishedW hich can be verified by:And should be reflectedinternally by:O pportunity O wnerslead these activities:W e w ill be successful w hen w e achieve this outcom e:W hen the custo

45、m er is:Monitor Implementation & Ensure Expectations Are MetIndicates Worldwide StandardWork with the Customer to track solution benefitsManage implementation to meet/exceed Customer expectationsParticipate in pre-install Solution Assurance Review if required and implement action itemsCheckpoint

46、 with Customer to ensure Conditions of Satisfaction are met/exceededRegularly review progress with key sponsorsLook for ways to extend Customer value and create new opportunitiesCustomer acknowledges the value of the Team IBM solutionImplementing the Solution and Evaluating SuccessOpportunity Learni

47、ng ReviewAccount Plan updated with new potential opportunitiesTransaction/Solution Lessons Learned being used in preparation for next Set/Met discussionResults of any expert pre-install Solutions Assurance Review recordedOpportunity added to reference databaseCustomer benefit metrics implemented and

48、 results confirmedVery Satisfied Transaction Survey ResultsCustomer-approved reference storyNew opportunity created or identifiedWhich can be verified by:And should be reflectedinternally by:Opportunity Owners/ Relationship Repslead these activities:When the customer is:We will be successful when we

49、 achieve this outcome:Yet, the real value for Yet, the real value for youyou comes from using proven comes from using proven techniques and sales aids with your customertechniques and sales aids with your customerCustomer-oriented Customer-oriented Sales AidsSales AidsBy putting it all together, SSM

50、 creates value for By putting it all together, SSM creates value for you, your customer and IBMyou, your customer and IBMDifferentiate yourself and your team with the customer by creating more value Work with your team to manage conflict and focus cross-matrix issues on whats best for the customerSp

51、eed up your sales approach and increase results Part 3: Signature Sales LeadershipPart 3: Signature Sales LeadershipManaging Sales with SSMManaging Sales with SSMCoachingCoachingPipeline Management Pipeline Management Double-digit revenue growthMuch more market shareIncrease customer loyaltyEfficien

52、t E:RIncreasing sales performance is the goal of SSMIncreasing sales performance is the goal of SSMAnalyze execution of the selling process based on factsCommunicate faster with a common language, common milestones, common expectationsCoach effectivelyFocus the right skills on the right opportunitie

53、s at the right timeSignature Sales Leadership provides the information Signature Sales Leadership provides the information needed to manage and measure outcomesneeded to manage and measure outcomesCoaching for improvement is an important part of SSL Coaching for improvement is an important part of S

54、SL OPlanComplete DatesDatesActivitiesEvidence (Sales Aids)Follow on ActionsDevelop Customer validated Account / Territory plans in placeSAM / TIMPlansLinked to Business Initiative or thought leadership dialogue completedBusiness InitiativesCustomer Customer-acknowledged compelling reason to act disc

55、overedOpportunity Development Wksheet Business2/15Potential sponsor identified and engagedOpportunity AssessmentInitiatives2/15Opportunity Assessment completed. Engage / disengage decision madeIdentifiedEstablish3/13/3Pain admitted by SponsorSponsor Communication Buying3/13/3Sponsor buying vision de

56、veloped/ influencedOpportunity AssessmentVision3/13/3Business Initiatives & requirements confirmedOrganization Mapwith the3/13/3IBM agreement to fulfill customers Conditions of Satisfaction Conditions of SatisfactionCustomer3/13/3Access to Power Sponsor negotiated3/43/10Sponsor Communication ack

57、nowledged and agreed ValidatedArticulate3/113/18Communication initiated with Power SponsorPower Sponsor CommunicationIBM3/113/18Pain admitted by Power SponsorEvaluation PlanCapabilities3/113/18Power Sponsor buying vision developed/ influencedOpportunity Assessmentand Qualify3/133/18Evaluation Plan p

58、roposed Refined Value Statement the3/203/25Evaluation Plan including Conditions of Satisfaction agreed Preliminary SolutionOpportunity3/30Preliminary solution and refined value statement agreedConditions of SatisfactionQualifiedDevelopAppropriate pre-sale Solution Assurance Review conductedEvaluation Plan CheckpointsSolutionEvaluation Plan elements completedValue PropositionwithPreproposal review conductedSolution BlueprintCustomerCustomer agreed to track benefits and dis