SIEBEL重点客户销售.ppt

WelcometoTargetAccountSelling 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt ProgramObjectives Developingandtestingacomprehensiveplanforyoursalesopportunity Enablingyoutocommunicatemoreeffectivelywithyourteam Shiftingyoursalesfocusfromtacticaltostrategic Helpyouwinby Focusingontherightissueswiththerightpeopleattherighttime 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt ProgramMap OpportunityAssessment Strategy Politics Alignment Planning Testing Implementation ProgramModules AssesstheOpportunity SettheCompetitiveStrategy IdentifytheKeyPlayers DefinetheRelationshipStrategy TurnIdeasIntoActions TestandImprovethePlan ImplementtheProcess TargetAccountSellingProcess 1 2 3 4 5 6 7 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt SalesReturnonInvestment Level1 Level2 Level3 Productivity Time Tactical Strategic Competitive Timeand 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt Versatility Level1 Level2 Level3 Focus Orientation Repertoire Finance Relationships Event Product Service Technology Price Operations 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt Development Status Mode Politics Resources Performance Considered Reactive Aware PrematureorExcessive Inconsistent Level1 Level2 Level3 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt NotinControl Sales Personal Controlisprovidingbusinessvalueforthecustomerwhileforcingthecompetitiontooperateinreactmode Itisdifficulttocontrolexternaleventsunlessyouareincontrol UnreturnedphonecallsNoaccesstoinformationCriteriaslantedCriteriaconstantlychangesDelaysBudgetgoesawayQuestioningbycustomersprobingyourweaknesses PlayerschangeMeetingscancelledMeetingsdelegatedPreoccupiedwithpriceNoinsidesupportNotknowingyou rewinning Always5minuteslateToomanyhoursToomuchtelephonetimeContinualcrisisNothavingfun 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt PurposeProvideyouwithastructured repeatablemethodologyforanalyzingasalesopportunityBenefitsQualifyopportunitiesfasterandmoreeffectivelybyanalyzingthemfromthemostcriticalcustomer businessandcompetitiveperspectivesInvesttime energyandresourcesontheopportunitiesyouaremostlikelytowinCommunicatethekeyissuesmoreeffectivelyusingacommonlanguageOutputComprehensiveassessmentofyourcurrentsalesopportunity OpportunityAssessment AssesstheOpportunity SettheCompetitiveStrategy IdentifytheKeyPlayers DefinetheRelationshipStrategy TurnIdeasIntoActions TestandImprovethePlan ImplementtheProcess 1 2 3 4 5 6 7 Page2 7 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt Introduction Page2 8 Current goodwinrate Potential Z 1 Z 0A CCompromisedX YLostZ 1 X Y Z 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt FourKeyQuestions The4PrinciplesofSelling Isthereanopportunity Canwecompete Canwewin Isitworthwinning Page2 9 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt IsThereAnOpportunity Page2 10 1Customer sApplicationorProject Whatarethecustomer srequirements Whatarethecustomer skeyissuesandobjectivesfortheproject Whoinitiatedtheproject Who llbeworkingontheproject Howdoesthisprojectfitintothecustomer sbusinessstrategy 2Customer sBusinessProfile 3Customer sFinancialCondition 4AccesstoFunds Whatarethecustomer sproductsandservices Whataretheirkeymarkets Whoaretheirkeycustomersandcompetitors Whatisdrivingthecustomer sbusinessinternallyandexternally Whataretheirrevenueandprofittrends Howdotheirfinancialscomparetosimilarcompanies Whatistheirfinancialoutlook Whatarethecustomer skeyperformancemetrics Whatisthebudgetforthisproject Whatisthecustomer sbudgetingprocess Whatisthepriorityofthisprojectcomparedtoothers Whatarethecustomer salternativeusesofcapital 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt 5 CompellingEvent Whydoesthecustomerhavetoact Whatisthedeadlineforthecustomertomakeadecision Whataretheconsequencesifthisprojectisdelayed Whatisthepaybackforthecustomeriftheprojectiscompletedontime Whatwillbethemeasurableimpactonthecustomer sbusiness BusinessInitiatives BusinessDrivers BusinessProfile Page2 11 CompellingEvent 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt CanWeCompete 6FormalDecisionCriteria 7SolutionFit 8SalesResourceRequirements 9CurrentRelationship Whatarethecustomer sdecisioncriteria Whatistheformaldecisionprocess Whichdecisioncriteriaaremostimportant Why Whoformulatedthedecisioncriteria Page2 12 Howwelldoesoursolutionsolvethecustomer sproblem Whatdoesthecustomerthink Whatmodificationsorenhancementswillberequired Whatexternalresourcesdoweneedtomeetthecustomer srequirements Howmuchtimewillthesalesteamneedtoinvestonthisopportunity Whatadditionalinternalorexternalresourceswillyouneedtowinthisopportunity Whatistheprojectedcostofsales Whatistheopportunitycost Whatisthestatusofyourrelationshipwiththecustomer Whatisthestatusofeachcompetitor srelationshipwiththecustomer Whoserelationshipprovidescompetitiveadvantageforthisopportunity Howdoyouandeachofyourcompetitorscomparetothecustomer sviewoftheidealrelationship 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt 10 UniqueBusinessValue Whatisthespecificormeasurablebusinessresultthatwewilldeliver Howdoesthecustomerdefinevalue Howwilltheymeasureit Howhavewequantifiedthisvalueinthecustomer sterms Hasthecustomerconfirmedtheirunderstandingofthevaluewewilldeliver Howdoesthisvaluedifferentiateusfromourcompetitors BusinessProfile BusinessDrivers BusinessInitiatives Capabilities Solution Differen tiation Page2 13 CompellingEvents UniqueBusinessValue 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt Answerthequestions What stheissue Howisitaffectingthecustomer Whataretheconsequencesorpayback Howcanyouhelp DevelopingYourValueProposition Page1 9 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt Increase Costs Consequences Value Benefits Costs Risks Consequences Page3 9 RevenueMarketshareCustomersatisfactionInventoryturnsLoadfactorShareholdervalueCustomerbase OrderfulfillmenttimeExpensesRejects returnsWasteAdministrativecostsNumberofdayssupply ofinventory TimetocloseanorderCycletime Decrease EvaluationprocessPurchasepriceOrderprocessingExpeditingcostsCorrectingmistakes AcquisitionCosts Set upandinstallationTaxesandinsuranceAdministrativecostsFinancecharges PossessionCosts TrainingSupportMaintenanceDepreciationDisposalInterfacetoothersystems UsageCosts AffectexistingbusinessesAwakentheircompetitionModificationstoexistingprocesses OpportunityCosts Risks Consequences 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt ValuePropositionTemplates Youwillbeableto resultingin byimplementingour Wedeliveredsimilarresultsat whichresultedin Bychangingfrom to youwillaffect whichmeans Wewilltrackthevaluedeliveredby andreportitbacktoyou Wecanhelpyouaddress byinstalling whichwillresultin Wewillensureyourreturnoninvestmentby businessinitiative specificormeasurableoutcome solution similarsituationorcustomer pastvaluedelivered currentsituation oursolution businessdriver specificormeasurableoutcome valuetrackingsystem frequency time compellingevent solution specificormeasurableoutcome sharedrisk rewardstrategy Page1 10 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt SampleValuePropositions Youwillbeabletoreducethenumberofrepeatcustomerservicecallsby15 resultinginanestimatedmonthlysavingsof 3 4MbyimplementingourSiebelCallCenterApplication WedeliveredsimilarresultsatUnitedTelecom whichachieveda25 improvementinfirstcontactcallresolution BychangingfromapatchworkofhomegrownsolutionstoSiebel seBusinesssuite youwillreduceyourtotalcostofownershipby 100M whichrepresentsa40 increaseinEarningsPerShare Wewillestablishametricsscorecardtoassistyouinevaluatingprogramperformanceandreportitbacktoyouatsixmonthintervals businessinitiative measurableoutcome solution similarcustomer measurableresults currentsituation solution measurableoutcome measurableoutcome valuetrackingsystem frequency time Page3 13a 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt CanWeWin 11InsideSupport 12ExecutiveCredibility 13CulturalCompatibility 14InformalDecisionCriteria 15PoliticalAlignment Whointhecustomer sorganizationwantsustowin Whathavetheydonetoindicatetheirsupport Aretheywillingandabletoactonyourbehalf Dotheyhavecredibilitywithintheirownorganization Page2 8 Whichexecutive s willaffectorbeaffectedbythisdecision Howhaveyouestablishedtrustandcredibilitywiththem Howwillyougainaccesstothoseexecutives Whatisyourplantogainreturnaccesstothem Whatisthecustomer sculture Howdoesthiscomparewithourcompany Whatisthecustomer sphilosophytowardsvendorsandsuppliers Canweadjustoradapt Dowewantto Howwillthedecisionreallybemade Whatintangible subjectivefactorscouldaffectthisdecision Whataretheunstatedissues Whoseprivateopinionsdoweknow Whichonescount Whoarethemostpowerfulpeopleinvolvedinthisdecision Dotheywantustowin Why Aretheyabletoinfluenceorchangethedecisioncriteria Cantheycreateasenseofurgency Howhavetheydemonstratedthisinthepast 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt IsItWorthWinning 16Short TermRevenue 17FutureRevenue 18Profitability 19DegreeofRisk 20StrategicValue Whatistheorderamount Doesitexceedourthreshold Whenwillitclose Isitwithinourtimeframe days Whatisthepotentialforfuturebusinesswithinthenextyear Withinthenextthreeyears Doesitexceedourthresholds Howisthisprojectorapplicationlinkedtofuturerevenue Howwillyouensurecustomerpromisesbecomecommitments Whatistheprojectedprofitonthissalesopportunity Doesitexceedourprofitthreshold Whatimpactwilldiscountshaveonprofitability Howcanweimprovetheprofitabilityonthisopportunity Howcouldwecauseoursolutiontofail Whatarethecriticaldependenciesindeliveringvaluetothecustomer Howcouldthecustomercauseoursolutiontofail Whatistheimpactonourbusinessifthesolutionfails Whatisthevalueofthisopportunitytousbeyondtherevenue Howdoesthisopportunityfitinourbusinessplan Howcanweleveragethisopportunityintorevenuefromothercompaniesormarkets Howwillthisopportunityhelpusimproveourproductorservice Page2 9 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt OpportunityAssessment Page2 10 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt IndividualExercise CurrentOpportunity 7 12 XX DATE COMPETITORS OURCO X Sys FINISHBY Page2 10a 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt OpportunityAssessment Page2 10 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt BusinessPartners ProvidingyouwithaccesstonewmarketsorcustomersLeveragingexistingrelationshipswithkeyplayersinyourcustomer sorganizationProvidingnewlevelsofexpertiseinspecificindustrysegmentsExpandingyourabilitytodelivera wholeproduct orcompletesolutionReducingtherisksassociatedwiththeimplementationofcomplexsolutions BusinessPartnerscanhelpyouadvanceyoursalescampaignby Page1 20 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt ThePartner sRoleinYourValueChain Solutions Marketing Sales Implementa tion Post SalesServiceandSupport Solutions Marketing Sales Implementation Post Sales Whatsolutionsareavailablefromyourbusinesspartnerthatcouldenhanceyourabilitytocompete Whatcompetitorsdoesthispartnerworkwith Whatmarketshareobjectivesdoesyourpartnerhaveforthismarketorindustrysegment Whatspecificresourceshavetheydedicatedtothismarketsegment Howeffectiveisthebusinesspartner ssalespersonorsalesteamassociatedwithyourjointbusiness Hasthepartnerassignedtheappropriateresources Isthereanagreed toengagementprocess Howareyourpartner simplementationservicesstructured Whatspecificimplementationservicescanbeappliedtoyourjointbusiness Whatservicesareavailabletosupporttheimplementationonalong termbasis Howdoyourcompany sofferingscomplementthoseofyourbusinesspartners Page1 21 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt PartnerAssessmentWorksheet Page1 22 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt TeamActivity AnalyzeYourBusinessPartners FINISHBY IntegratebusinesspartnersintotheOpportunityAssessmentprocess Usetheworksheetonthepreviouspage Page1 23 Purpose 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 03 120597 060100 ppt PurposeProvideyouwithaframeworkfordevelopingawinningstrategyBenefitsAlignyoursalesobjectiveswiththecustomer sbusinessobjectivessoyoucancommunicateyouruniquebusinessvalueSelectacompetitivesalesstrategythatenablesyoutoclosethesalesopportunityOutputAnalysisofyourpositionforthisopportunityCompetitivestrategytowinyoursalesopportunity Strategy AssesstheOpportunity SettheCompetitiveStrategy IdentifytheKeyPlayers DefinetheRelationshipStrategy TurnIdeasIntoActions TestandImprovethePlan ImplementtheProcess 1 2 3 4 5 6 7 Page3 27 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt TASPlanningMethodology Page2 28 DescribesthegeneralapproachTheroutetotheobjective ConnectedtothestrategyIndividual style dependentFlexible dynamic TiedtotheactionsIdentifiesthespecificpeople programsandmoneyrequired Long rangeVisionaryDefinesourrelationship Specific products services Measurable orderamount Time bound closedate EnsuresthatyourplanisrealisticShouldsupportyourcustomer sbusinessplan oal trategy ctions S A esources R bjective O est T G Wherearewegoing Howwillweachievetheobjective Whatspecificactionswillweimplement Whatresourcesarerequired Whatspecificactionswillweimplement Doesourplancreatevalueforthecustomer 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt Goal Objective Strategy Customer SalesTeam Becometheindustryleaderincustomerservice Improveinitialcallresponsetoaverageoflessthan2minutesImproveproblemresolutiontolessthan4hoursDecreasecustomerdefectionrateto1 5 Achieveapaybackwithin18monthsonourinvestmentof 5Minnewtechnology InstallanintegratedcustomermanagementsystemthatfunctionsthesamethroughouttheworldbyOctober15 BecomeNationalManufacturing strustedadviserontheapplicationoftechnologytocustomerservice Securea 3Mcommitmentforacustomerservicesolutionthatincludes X 100System 500K Customsoftware 1 2M Projectmanagementservices 1 3M nolaterthanMarch31 Shiftthedecisioncriteriafromproducttechnologytoapplicationexpertiseandworldwidesupport Example Page3 29 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt TheArtofWar SunTzu Knowyourself knowyourenemy andyouneednotfearonehundredbattles Knowonlyyourselfandnotyourenemy andforeveryvictorygainedyoushallsustaindefeat Knowneitheryourselfnoryourenemy andyoushallsuccumbineverybattle Yourstrengthwilleventuallybecomeyourweakness Thekeytovictoryisnotindefeatingtheenemy butindefeatingtheenemy sstrategy thereinliestheirvulnerability OriginofStrategy Page3 5 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt Develop Flanking Defend Fragment Frontal CompetitiveStrategies Page3 6 NoCompellingEventORNoUBV CompellingEventexists oryoucancreateoneANDYouhaveUBV Position Attack 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt FrontalStrategy Definition Afrontalstrategyisadirectapproachbasedonthecustomer sperceptionofyouroverwhelmingsuperiorityinsolution priceorreputation Guidelines Caveats Variations Page3 7 3 1advantageRequiressize speedorsurpriseResourceintensive 8 Blatant obviousMostoftenusedandeasilydefeatedstrategy Features price performanceProprietarytechnologyWholeproduct Relationship ExperiencePrestigeComfort Security Solution Reputation 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt AltertheRules FlankingStrategy Definition Aflankingstrategyshiftsthefocusofthecustomer sbuyingcriteriatonewordifferentissuesthatfavoryoursolution Guidelines Caveats Variations Page3 8 Don tplaybytheirrulesMusthaveexecutivesupportMakeyourmovelastDon topenthe playingfield A BChangeorre prioritizethecriteriaMovethegoalpost A A 1ExpandthescopeofthedecisionAddnewcriteria AcknowledgeandExpand AltertheRules 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt FragmentStrategy Definition Afragmentstrategydividestheopportunityintosmallerpiecesandfocusesthecustomeronasubsetoftheissuesthatyoucanaddress Guidelines Caveats Variations Page3 9 MusthaveUBVonlyyoucandeliver 10 Requiresinsidesupport 11 Pickthecorrectbaseforthefuture 17 Monitorthecostofsales 18 Department Location FunctionFootinthedoorBeachhead CompatibilitywithcurrentenvironmentExtendcapacityEnhancecustomer sinvestment 1 1 3 Niche PeacefulCoexistence 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt DefendStrategy Definition Adefendstrategyprotectsyourpositionfromtheinevitableassaultfromyourcompetitors Guidelines Caveats Variations Page3 10 Expandyourrelationshipstoahigherlevel 12 Supportyourallies 11 Articulateyourcredibility 12 andbusinessvalue 10 Bewareofself isolationKeepyoureyeonyourcompetitors Insulate Isolate Improveyourrelationships 9 Supportyourallies 11 Extendyourpresence ContainthecompetitionCreatetangents diversionsDilutethecompetitor sefforts 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt DevelopStrategy Definition Adevelopstrategyestablishesapositionforapossiblefutureengagement Guidelines Caveats Variations Page3 11 Nocompellingevent 5 ORNotinapositiontocompeteEstablishpresenceforthefutureContinuetocollectprofiledata 1 20 Focusonexecutivecredibility 12 QualifyyourROI 18 Nocompellingevent 5 Establishapresence listenandwaitInvestmentmarketing Notinapositiontocompete 7 Attractivefuturealternative 10 Requiresinsidesupport 11 Invest Delay 2000SiebelSystems Inc Allrightsreserved TAS STD OTE 070 01 120597 060100 ppt Onceyouhaveinitiatedyourstrategy itshouldremainfixed unlessthereisamajorshiftintheprofileinformation StrategyGuidelines Page3 12 Frontal Devel