IBM销售技巧培训.ppt

Presentationsubtitle:20ptArialRegular,greenR223|G255|B102Recommendedmaximumlength:2linesConfidentiality/dateline:13ptArialRegular,whiteMaximumlength:1lineInformationseparatedbyverticalstrokes,withtwospacesoneithersideDisclaimerinformationmayalsobeappearinthisarea.Placeflushleft,alignedatbottom,8-10ptArialRegular,whiteIBMlogomustnotbemoved,addedto,oralteredinanyway.Indicationsingreen=LivecontentIndicationsinwhite=EditinmasterIndicationsinblue=LockedelementsIndicationsinblack=OptionalelementsPresentationtitle:28ptArialRegular,whiteRecommendedmaximumlength:2linesGroupname:17ptArialRegular,whiteMaximumlength:1lineCopyright:10ptArialRegular,white2002IBMCorporationTemplaterelease:Oct02Forthelatest,goto/ibm/presentationsBusinessUnitorProductNameConfidential|Date|OtherInformation,ifnecessaryForclientpresentations,clientslogomaygointhisareaComputerServicesIndustry,IBM2006IBMCorporation销售技巧培训TDLIBMlogomustnotbemoved,addedto,oralteredinanyway.Backgroundshouldnotbemodified,exceptforquotes,whichusegraybackground.Title/subtitle/confidentialityline:10ptArialRegular,whiteMaximumlength:1lineInformationseparatedbyverticalstrokes,withtwospacesoneithersideSlideheading:28ptArialRegular,lightblueR204|G204|B255Maximumlength:2linesSlidebody:18ptArialRegular,whiteSquarebulletcolor:greenR223|G255|B102Recommendedmaximumtextlength:5principalpointsGroupname:14ptArialRegular,whiteMaximumlength:1lineCopyright:10ptArialRegular,whiteTemplaterelease:Oct02Forthelatest,goto/ibm/presentationsComputerServicesIndustry,IBMSellingSkillTraining2006IBMCorporationOptionalslidenumber:10ptArialBold,whiteIndicationsingreen=LivecontentIndicationsinwhite=EditinmasterIndicationsinblue=LockedelementsIndicationsinblack=Optionalelements2销售与销售的区别公司与公司的区别PASSION热情UNIQUEVALUE独特价值IBMlogomustnotbemoved,addedto,oralteredinanyway.Backgroundshouldnotbemodified,exceptforquotes,whichusegraybackground.Title/subtitle/confidentialityline:10ptArialRegular,whiteMaximumlength:1lineInformationseparatedbyverticalstrokes,withtwospacesoneithersideSlideheading:28ptArialRegular,lightblueR204|G204|B255Maximumlength:2linesSlidebody:18ptArialRegular,whiteSquarebulletcolor:greenR223|G255|B102Recommendedmaximumtextlength:5principalpointsGroupname:14ptArialRegular,whiteMaximumlength:1lineCopyright:10ptArialRegular,whiteTemplaterelease:Oct02Forthelatest,goto/ibm/presentationsComputerServicesIndustry,IBMSellingSkillTraining2006IBMCorporationOptionalslidenumber:10ptArialBold,whiteIndicationsingreen=LivecontentIndicationsinwhite=EditinmasterIndicationsinblue=LockedelementsIndicationsinblack=Optionalelements3SSM销售方法论IBMlogomustnotbemoved,addedto,oralteredinanyway.Backgroundshouldnotbemodified,exceptforquotes,whichusegraybackground.Title/subtitle/confidentialityline:10ptArialRegular,whiteMaximumlength:1lineInformationseparatedbyverticalstrokes,withtwospacesoneithersideSlideheading:28ptArialRegular,lightblueR204|G204|B255Maximumlength:2linesSlidebody:18ptArialRegular,whiteSquarebulletcolor:greenR223|G255|B102Recommendedmaximumtextlength:5principalpointsGroupname:14ptArialRegular,whiteMaximumlength:1lineCopyright:10ptArialRegular,whiteTemplaterelease:Oct02Forthelatest,goto/ibm/presentationsComputerServicesIndustry,IBMSellingSkillTraining2006IBMCorporationOptionalslidenumber:10ptArialBold,whiteIndicationsingreen=LivecontentIndicationsinwhite=EditinmasterIndicationsinblue=LockedelementsIndicationsinblack=Optionalelements4销售方法论SignatureSellingMethod评估客户业务环境了解客户1研究客户业务策略和市场计划开发与客户业务策略相关的市场计划2认识客户需求建立客户采购的愿景3评估机会通过联系IBM的核心能力评估销售机会4选择解决方案与客户共同研究解决方案5解决顾虑并决定赢单6项目实施和结果评估监控项目实施并控制客户期望7IBMlogomustnotbemoved,addedto,oralteredinanyway.Backgroundshouldnotbemodified,exceptforquotes,whichusegraybackground.Title/subtitle/confidentialityline:10ptArialRegular,whiteMaximumlength:1lineInformationseparatedbyverticalstrokes,withtwospacesoneithersideSlideheading:28ptArialRegular,lightblueR204|G204|B255Maximumlength:2linesSlidebody:18ptArialRegular,whiteSquarebulletcolor:greenR223|G255|B102Recommendedmaximumtextlength:5principalpointsGroupname:14ptArialRegular,whiteMaximumlength:1lineCopyright:10ptArialRegular,whiteTemplaterelease:Oct02Forthelatest,goto/ibm/presentationsComputerServicesIndustry,IBMSellingSkillTraining2006IBMCorporationOptionalslidenumber:10ptArialBold,whiteIndicationsingreen=LivecontentIndicationsinwhite=EditinmasterIndicationsinblue=LockedelementsIndicationsinblack=Optionalelements5阶段1建立客户关系IBM团队：通过了解客户的业务环境，流程和问题建立客户关系当客户:评估客户的业务环境和策略客户关系负责人领导如下行动：通过需求引导和有前瞻性的讨论，引发客户兴趣并建立客户关系；研究客户的行业，竞争对手，业务方向和一般流程；了解客户的财务状况；计划客户关系建立和维系的策略；与客户进行针对其业务策略的创造性交流；计划和调动IBM资源为客户的业务策略提供支持；当达到如下结果，IBM团队在此阶段成功:因IBM团队充分了解客户的业务环境和策略，客户认可与IBM的关系可确认的结果:客户审阅并共同参与AccountPlan；将客户的市场计划与IBM的资源相匹配；IBM团队可以下一步与客户的关键人物沟通；IBMlogomustnotbemoved,addedto,oralteredinanyway.Backgroundshouldnotbemodified,exceptforquotes,whichusegraybackground.Title/subtitle/confidentialityline:10ptArialRegular,whiteMaximumlength:1lineInformationseparatedbyverticalstrokes,withtwospacesoneithersideSlideheading:28ptArialRegular,lightblueR204|G204|B255Maximumlength:2linesSlidebody:18ptArialRegular,whiteSquarebulletcolor:greenR223|G255|B102Recommendedmaximumtextlength:5principalpointsGroupname:14ptArialRegular,whiteMaximumlength:1lineCopyright:10ptArialRegular,whiteTemplaterelease:Oct02Forthelatest,goto/ibm/presentationsComputerServicesIndustry,IBMSellingSkillTraining2006IBMCorporationOptionalslidenumber:10ptArialBold,whiteIndicationsingreen=LivecontentIndicationsinwhite=EditinmasterIndicationsinblue=LockedelementsIndicationsinblack=Optionalelements6阶段2发现机会IBM团队：通过客户关系的互动，发现销售机会当客户:精练客户的业务策略和市场计划客户关系负责人领导如下行动：主动沟通了解客户需求；充分了解客户采购的愿望和动力所在；建立销售机会计划或选择离开.当达到如下结果，IBM团队在此阶段成功:客户表现出与IBM合作的浓厚兴趣可确认的结果:成功的与客户进行了有建设性的会谈；建立了销售机会的计划；客户认可IBM对于客户采购愿望和动力所在的理解；发现并有机会找到客户内部的IBM的坚定赞助者(PowerSponsor)；IBMlogomustnotbemoved,addedto,oralteredinanyway.Backgroundshouldnotbemodified,exceptforquotes,whichusegraybackground.Title/subtitle/confidentialityline:10ptArialRegular,whiteMaximumlength:1lineInformationseparatedbyverticalstrokes,withtwospacesoneithersideSlideheading:28ptArialRegular,lightblueR204|G204|B255Maximumlength:2linesSlidebody:18ptArialRegular,whiteSquarebulletcolor:greenR223|G255|B102Recommendedmaximumtextlength:5principalpointsGroupname:14ptArialRegular,whiteMaximumlength:1lineCopyright:10ptArialRegular,whiteTemplaterelease:Oct02Forthelatest,goto/ibm/presentationsComputerServicesIndustry,IBMSellingSkillTraining2006IBMCorporationOptionalslidenumber:10ptArialBold,whiteIndicationsingreen=LivecontentIndicationsinwhite=EditinmasterIndicationsinblue=LockedelementsIndicationsinblack=Optionalelements7阶段3描述能力IBM团队：建立客户需要和满足需求的商业能力当客户:明确需求客户关系负责人领导如下行动：明确和精练客户需求；建立客户的市场计划与IBM商业价值之间的桥梁；确认客户内部的坚定赞助者和业务受益者；了解客户的决策流程和参与者；如有可能，接触客户决策的关键人物；建立客户的期望与IBM核心价值之间的关系，并了解竞争的状况或者选择离开；当达到如下结果，IBM团队在此阶段成功:客户确认支持IBM的价值与客户需求之间的关系，并确认与关键决策人物之间的沟通可确认的结果:对客户需求理解的确认；展现客户期望的商业能力；IBM同意能实现客户的期望(有条件的满意)；客户认可IBM的核心价值；IBMlogomustnotbemoved,addedto,oralteredinanyway.Backgroundshouldnotbemodified,exceptforquotes,whichusegraybackground.Title/subtitle/confidentialityline:10ptArialRegular,whiteMaximumlength:1lineInformationseparatedbyverticalstrokes,withtwospacesoneithersideSlideheading:28ptArialRegular,lightblueR204|G204|B255Maximumlength:2linesSlidebody:18ptArialRegular,whiteSquarebulletcolor:greenR223|G255|B102Recommendedmaximumtextlength:5principalpointsGroupname:14ptArialRegular,whiteMaximumlength:1lineCopyright:10ptArialRegular,whiteTemplaterelease:Oct02Forthelatest,goto/ibm/presentationsComputerServicesIndustry,IBMSellingSkillTraining2006IBMCorporationOptionalslidenumber:10ptArialBold,whiteIndicationsingreen=LivecontentIndicationsinwhite=EditinmasterIndicationsinblue=LockedelementsIndicationsinblack=Optionalelements8阶段4展现核心价值IBM团队：清晰展现IBM的能力和价值，确认销售机会当客户:评估机会客户关系负责人领导如下行动：审核并影响客户的评估标准；向客户的关键决策人和受益部门展现IBM的初步解决方案和核心价值，并讨论可能的付款方案；评估客户决策人的顾虑和期望；评估IBM参与此项目的风险；当达到如下结果，IBM团队在此阶段成功:关键决策人和受益部门同意IBM的初步解决方案可确认的结果:以书面的形式递交初步解决方案；坚持与坚定赞助者前进或选择离开；.客户认可IBM的解决方案可以把运行风险控制到最低水平；IBMlogomustnotbemoved,addedto,oralteredinanyway.Backgroundshouldnotbemodified,exceptforquotes,whichusegraybackground.Title/subtitle/confidentialityline: