重點(diǎn)客戶如何銷售培訓(xùn)

1、Welcome toTarget Account Selling Page 1.1Program ObjectivesDeveloping and testing a comprehensive plan for your sales opportunityEnabling you to communicate more effectively with your teamShifting your sales focus from tactical to strategicHelp you win by.Focusing on the right issues with the right

2、peopleat the right timePage 1.2Program MapOpportunity AssessmentStrategyPoliticsAlignmentPlanningTestingImplementationProgram ModulesAssess the OpportunitySet the Competitive StrategyIdentify the Key PlayersDefine the Relationship StrategyTurn IdeasInto ActionsTest and Improvethe PlanImplement the P

3、rocessTarget Account Selling Process1234567Page 1.3Sales Return on InvestmentLevel 1Level 2Level 3ProductivityTimeEntryTacticalStrategicCompetitive Time and $Page 1.4VersatilityLevel 1Level 2Level 3FocusOrientationRepertoireFinanceRelationshipsEventProduct/ServiceTechnologyPriceOperationsProcessBusi

4、nessServicesCostManagementOutcomePoliticalSolutionValueExecutivePage 1.5DevelopmentStatusModePoliticsResourcesPerformanceConsideredReactiveAwarePremature orExcessiveInconsistentLevel 1Level 2Level 3PreferredResponsiveAgileTimely & JudiciousConsistentlyAchievesDominantProactiveAstuteHigh ROIRelia

5、bly ExceedsPage 1.6Not in ControlSalesPersonalControl is providing business value for the customer whileforcing the competition to operate in react mode.It is difficult to control external events unless you arein control. Unreturned phone calls No access to information Criteria slanted Criteria cons

6、tantly changes Delays Budget goes away Questioning by customers probing your weaknesses Players change Meetings cancelled Meetings delegated Preoccupied with price No inside support Not knowing youre winning Always 5 minutes late Too many hours Too much telephone time Continual crisis Not having fun

7、Page 1.7Purpose Provide you with a structured, repeatable methodology for analyzing a sales opportunityBenefits Qualify opportunities faster and more effectively by analyzing them from the most critical customer, business and competitive perspectives Invest time, energy and resources on the opportun

8、ities you are most likely to win Communicate the key issues more effectively using a common languageOutput Comprehensive assessment of your current sales opportunityOpportunity AssessmentAssess the OpportunitySet the Competitive StrategyIdentify the Key PlayersDefine the Relationship StrategyTurn Id

9、easInto ActionsTest and Improvethe PlanImplement the Process1234567Page 2.7Page 1.8Introduction+ABCPage 2.8Current: good win ratePotential Z = 1 Z = 0 A C Compromised X & Y Lost Z = -1XYZPage 1.9Four Key Questions - The 4 Principles of Selling Is there an opportunity? Can we compete? Can we win?

10、 Is it worth winning?Page 2.9Page 1.10Is There An Opportunity?Page 2.10#1Customers Application or Project What are the customers requirements? What are the customers key issues and objectives for the project? Who initiated the project? Wholl be working on the project? How does this project fit into

11、the customers business strategy?#2Customers Business Profile#3CustomersFinancial Condition#4Access to Funds What are the customers products and services? What are their key markets? Who are their key customers and competitors? What is driving the customers business internally and externally? What ar

12、e their revenue and profit trends? How do their financials compare to similar companies? What is their financial outlook? What are the customers key performance metrics? What is the budget for this project? What is the customers budgeting process? What is the priority of this project compared to oth

13、ers? What are the customers alternative uses of capital?Page 1.11#5 Compelling EventWhy does the customer have to act?What is the deadline for the customer to make a decision?What are the consequences if this project is delayed?What is the payback for the customer if the project is completed on time

14、?What will be the measurable impact on the customers business?BusinessInitiativesBusiness DriversBusiness ProfilePage 2.11CompellingEventConsequencesPaybackProblemsOpportunitiesPage 1.12Can We Compete?#6Formal DecisionCriteria#7Solution Fit#8Sales ResourceRequirements#9Current Relationship What are

15、the customers decision criteria? What is the formal decision process? Which decision criteria are most important? Why? Who formulated the decision criteria?Page 2.12 How well does our solution solve the customers problem? What does the customer think? What modifications or enhancements will be requi

16、red? What external resources do we need to meet the customers requirements? How much time will the sales team need to invest on this opportunity? What additional internal or external resources will you need to winthis opportunity? What is the projected cost of sales? What is the opportunity cost? Wh

17、at is the status of your relationship with the customer? What is the status of each competitors relationship with the customer? Whose relationship provides competitive advantage for this opportunity? How do you and each of your competitors compare to the customers view of the ideal relationship?Page

18、 1.13#10 Unique Business ValueWhat is the specific or measurable business result that wewill deliver?How does the customer define value? How will they measure it?How have we quantified this value in the customers terms?Has the customer confirmed their understanding of the value we will deliver?How d

19、oes this value differentiate us from our competitors?BusinessProfileBusinessDriversBusinessInitiativesCapabilities SolutionDifferen-tiationPage 2.13CompellingEventsUniqueBusinessValuePage 1.14Answer the questions . . . Whats the issue? How is it affecting the customer? What are the consequences or p

20、ayback? How can you help?Developing Your Value PropositionPage 1.9Page 1.15IncreaseCosts/ConsequencesValue = Benefits - Costs/Risks/ConsequencesPage 3.9 Revenue Market share Customer satisfaction Inventory turns Load factor Shareholder value Customer base Order fulfillment time Expenses Rejects/retu

21、rns Waste Administrative costs Number of days supply (of inventory) Time to close an order Cycle timeDecreaseEvaluation processPurchase priceOrder processingExpediting costsCorrecting mistakesAcquisition CostsSet-up and installationTaxes and insuranceAdministrative costsFinance chargesPossession Cos

22、tsTrainingSupportMaintenanceDepreciationDisposalInterface to other systemsUsage CostsAffect existing businessesAwaken their competitionModifications to existing processesOpportunity Costs (Risks & Consequences)Page 1.16Value Proposition TemplatesYou will be able to _ resulting in _ by implementi

23、ng our _. We delivered similar results at _ which resulted in _.By changing from _ to _, you will affect _ which means _. We will track the value delivered by _ and report it back to you _.We can help you address _ by installing _ which will result in _. We will ensure your return on investment by _

24、.business initiativespecific or measurable outcomesolutionsimilar situation or customerpast value deliveredcurrent situationour solutionbusiness driverspecific or measurable outcomevalue tracking systemfrequency/timecompelling eventsolutionspecific or measurable outcomeshared risk/reward strategyPag

25、e 1.10Page 1.17Sample Value Propositions You will be able to reduce the number of repeat customer service calls by 15% resulting in an estimated monthly savings of $3.4M by implementing our Siebel Call Center Application. We delivered similar results at United Telecom, which achieved a 25% improveme

26、nt in first contact call resolution. By changing from a patchwork of home grown solutions to Siebels eBusiness suite, you will reduce your total cost of ownership by $100M, which represents a 40% increase in Earnings Per Share. We will establish a metrics score card to assist you in evaluating progr

27、am performance and report it back to you at six month intervals.(business initiative)(measurable outcome)(solution)(similar customer)(measurable results)(current situation)(solution)(measurable outcome)(measurable outcome)(value tracking system)(frequency / time)Page 3.13aPage 1.18Can We Win?#11Insi

28、deSupport#12Executive Credibility#13CulturalCompatibility#14Informal DecisionCriteria#15PoliticalAlignment Who in the customers organization wants us to win? What have they done to indicate their support? Are they willing and able to act on your behalf? Do they have credibility within their own orga

29、nization?Page 2.8 Which executive(s) will affect or be affected by this decision? How have you established trust and credibility with them? How will you gain access to those executives? What is your plan to gain return access to them? What is the customers culture? How does this compare with our com

30、pany? What is the customers philosophy towards vendors and suppliers? Can we adjust or adapt? Do we want to? How will the decision really be made? What intangible, subjective factors could affect this decision? What are the unstated issues? Whose private opinions do we know? Which ones count? Who ar

31、e the most powerful people involved in this decision? Do they want us to win? Why? Are they able to influence or change the decision criteria? Can they create a sense of urgency? How have they demonstrated this in the past?Page 1.19Is It Worth Winning?#16Short-TermRevenue#17Future Revenue#18Profitab

32、ility#19Degree of Risk#20Strategic Value What is the order amount? Does it exceed our threshold? $ _ When will it close? Is it within our time frame? _ days What is the potential for future business within the next year? Within the next three years? Does it exceed our thresholds? How is this project

33、 or application linked to future revenue? How will you ensure customer promises become commitments? What is the projected profit on this sales opportunity? Does it exceed our profit threshold? What impact will discounts have on profitability? How can we improve the profitability on this opportunity?

34、 How could we cause our solution to fail? What are the critical dependencies in delivering value to the customer? How could the customer cause our solution to fail? What is the impact on our business if the solution fails? What is the value of this opportunity to us beyond the revenue? How does this

35、 opportunity fit in our business plan? How can we leverage this opportunity into revenue from other companies or markets? How will this opportunity help us improve our product or service?Page 2.9Page 1.20Opportunity AssessmentCriteriaAssessmentCUSTOMERS APPLICATIONOR PROJECT 1UNDEFINEDDEFINEDCUSTOME

36、RS BUSINESS PROFILE2WEAKSTRONGCUSTOMERS FINANCIAL CONDITION3WEAKSTRONGCOMPELLING EVENT 5UNDEFINEDDEFINEDACCESS TO FUNDS4NOYES+Is There An Opportunity?HIGH+CriteriaAssessmentSHORT-TERM REVENUE16LOWFUTURE REVENUE17LOWHIGHPROFITABILITY18LOWHIGHSTRATEGIC VALUE 20NOYESDEGREE OF RISK19HIGHLOW+Is It Worth

37、Winning?Page 2.10CriteriaAssessmentINSIDE SUPPORT 11WEAKEXECUTIVE CREDIBILITY12WEAKSTRONGCULTURAL COMPATIBILITY13POORGOODPOLITICAL ALIGNMENT 15WEAKSTRONGINFORMAL DECISIONCRITERIA14UNDEFINEDDEFINED+Can We Win?STRONG+CriteriaAssessmentFORMAL DECISIONCRITERIA 6UNDEFINEDDEFINEDSOLUTION FIT7POORGOODLOWUN

38、IQUE BUSINESS VALUE10WEAKSTRONGCURRENT RELATIONSHIP9WEAKSTRONG+Can We Compete?SALES RESOURCEREQUIREMENTS8HIGHPage 1.21Individual Exercise: Current OpportunityStep 1 Use your current sales opportunity and complete the Opportunity Assessment on page 2.11 Identify your primary competitorStep 2 Rate you

39、r position against each criterion:(+) if it is accurate, known and favorable() if it is unfavorable(?) if it is unknownStep 3 In the shaded column, rate your competitorsposition7/12/XXDATECOMPETITORSOUR CO.-+-?+X-Sys+-?FINISH BY:Page 2.10a2000 Siebel S y stems, Inc. A ll rights reserved. TAS .STD.O

40、TE.070 .01.120 597.060 100.pptPage 1.33Opportunity AssessmentCriteriaAssessmentCUSTOMERS APPLICATIONOR PROJECT 1UNDEFINEDDEFINEDCUSTOMERS BUSINESS PROFILE2WEAKSTRONGCUSTOMERS FINANCIAL CONDITION3WEAKSTRONGCOMPELLING EVENT 5UNDEFINEDDEFINEDACCESS TO FUNDS4NOYES+Is There An Opportunity?HIGH+CriteriaAs

41、sessmentSHORT-TERM REVENUE16LOWFUTURE REVENUE17LOWHIGHPROFITABILITY18LOWHIGHSTRATEGIC VALUE 20NOYESDEGREE OF RISK19HIGHLOW+Is It Worth Winning?Page 2.10CriteriaAssessmentINSIDE SUPPORT 11WEAKEXECUTIVE CREDIBILITY12WEAKSTRONGCULTURAL COMPATIBILITY13POORGOODPOLITICAL ALIGNMENT 15WEAKSTRONGINFORMAL DEC

42、ISIONCRITERIA14UNDEFINEDDEFINED+Can We Win?STRONG+CriteriaAssessmentFORMAL DECISIONCRITERIA 6UNDEFINEDDEFINEDSOLUTION FIT7POORGOODLOWUNIQUE BUSINESS VALUE10WEAKSTRONGCURRENT RELATIONSHIP9WEAKSTRONG+Can We Compete?SALES RESOURCEREQUIREMENTS8HIGHPage 1.22Opportunity AssessmentCriteriaAssessmentCUSTOME

43、RS APPLICATIONOR PROJECT 1UNDEFINEDDEFINEDCUSTOMERS BUSINESS PROFILE2WEAKSTRONGCUSTOMERS FINANCIAL CONDITION3WEAKSTRONGCOMPELLING EVENT 5UNDEFINEDDEFINEDACCESS TO FUNDS4NOYES+Is There An Opportunity?HIGH+CriteriaAssessmentSHORT-TERM REVENUE16LOWFUTURE REVENUE17LOWHIGHPROFITABILITY18LOWHIGHSTRATEGIC

44、VALUE 20NOYESDEGREE OF RISK19HIGHLOW+Is It Worth Winning?Page 2.10CriteriaAssessmentINSIDE SUPPORT 11WEAKEXECUTIVE CREDIBILITY12WEAKSTRONGCULTURAL COMPATIBILITY13POORGOODPOLITICAL ALIGNMENT 15WEAKSTRONGINFORMAL DECISIONCRITERIA14UNDEFINEDDEFINED+Can We Win?STRONG+CriteriaAssessmentFORMAL DECISIONCRI

45、TERIA 6UNDEFINEDDEFINEDSOLUTION FIT7POORGOODLOWUNIQUE BUSINESS VALUE10WEAKSTRONGCURRENT RELATIONSHIP9WEAKSTRONG+Can We Compete?SALES RESOURCEREQUIREMENTS8HIGHPage 1.23Business PartnersProviding you with access to new markets or customersLeveraging existing relationships with key players in your cust

46、omers organizationProviding new levels of expertise in specific industry segmentsExpanding your ability to deliver a “whole product” or complete solutionReducing the risks associated with the implementation of complex solutionsBusiness Partners can help you advance your sales campaign byPage 1.20Pag

47、e 1.24The Partners Role in Your Value ChainSolutionsMarketingSales Implementa-tionPost-Sales Service and SupportSolutionsMarketingSalesImplementationPost-Sales What solutions are available from your business partner that could enhance your ability to compete? What competitors does this partner work

48、with? What market share objectives does your partner have for this market or industry segment? What specific resources have they dedicated to this market segment? How effective is the business partners salesperson or sales team associated with your joint business? Has the partner assigned the approp

49、riate resources? Is there an agreed-to engagement process? How are your partners implementation services structured? What specific implementation services can be applied to your joint business? What services are available to support the implementation on a long-term basis? How do your companys offer

50、ings complement those of your business partners?Page 1.21Page 1.25Partner Assessment WorksheetIs there an opportunity?(#1-5) Understanding the customers application or project Providing a perspective on the customers financial condition Understanding the customers budgeting process Creating or uncov

51、ering a compelling eventCan wecompete?(#6-10)Can we win?(#11-15)Is it worthwinning?(#16-20) Knowledge of the customers formal decision criteria Providing solutions that lead to whole products or complete solutions Unique sales resources Existing relationships with key players Unique business value b

52、eyond yours Access and credibility at the executive level Understanding of the customers culture Knowledge of the customers informal decision process Access to the most influential people in the customers organization Understanding the linkage of the project to future revenue Reducing the risks asso

53、ciated with the projects implementation Developing a solution that provides significant strategic valueExamplesYour OpportunityHow can your business partner help you withPage 1.22Page 1.26Team Activity: Analyze Your Business PartnersStep 1 Review the examples shown next to each of the four key quest

54、ions Step 2 Identify the specific areas where your business partner can help advance your team opportunity Cite the specific criteria (e.g., #5, #10, etc.)Step 3 Be prepared to discussFINISH BY:Integrate business partners into the Opportunity Assessment process. Use the worksheet on the previous pag

55、e.Page 1.23Purpose2000 Siebel S y stems, Inc. A ll rights reserved. TAS .STD.O TE.070 .01.120 597.060 100.pptPage 1.41Partner Assessment WorksheetIs there anopportunity?(#1-5) Understanding the customers application or project Providing a perspective on the customers financial condition Understandin

56、g the customers budgeting process Creating or uncovering a compelling eventCan wecompete?(#6-10)Can we win?(#11-15)Is it worthwinning?(#16-20) Knowledge of the customers formal decision criteria Providing solutions that lead to whole products or complete solutions Unique sales resources Existing rel

57、ationships with key players Unique business value beyond yours Access and credibility at the executive level Understanding of the customers culture Knowledge of the customers informal decision process Access to the most influential people in the customers organization Understanding the linkage of th

58、e project to future revenue Reducing the risks associated with the projects implementation Developing a solution that provides significant strategic valueExamplesYour OpportunityHow can your business partner help you withPage 1.22Page 1.27Purpose Provide you with a framework for developing a winning

59、 strategyBenefits Align your sales objectives with the customers business objectives so you can communicate your unique business value Select a competitive sales strategy that enables you to close the sales opportunityOutput Analysis of your position for this opportunity Competitive strategy to win

60、your sales opportunityStrategyAssess the OpportunitySet the Competitive StrategyIdentify the Key PlayersDefine the Relationship StrategyTurn IdeasInto ActionsTest and Improvethe PlanImplement the Process1234567Page 3.27Page 1.28TAS Planning Methodology Page 2.28 Describes the general approach The route to the