整体方案销售技巧(Solution selling)

.,MSSforPartnersOverview,SOLUTIONSELLING,.,TrademarkNotice:Thisisacurrentnon-exclusivelistingoftrademarksownedorlicensedbySalesPerformanceInternational,Inc.Anyquestionsconcerningtheuseofthesetrademarks:whetheranamethatdoesnotappearonthislistisinfactatrademarkofSalesPerformanceInternational,orcommentsconcerningthismanual,workshoporpresentationshouldbereferredtoSalesPerformanceInternational,IheUnitedStatesatthefollowingaddress:SalesPerformanceInternational,Inc.6230FairviewRoad,Suite200Charlotte,NorthCarolina28210USAPhone:704.364.9298FAX704.364.8114InfoSolutionSellingisaregisteredtrademarkofSolutionSelling,Inc.,aProvantCompany,usedunderlicensetoSalesPerformanceInternational;SolutionSellingSalesManagementProgram,SolutionSellingAutomation,SolutionSellingFinancialServices,SituationalFluencyPrompter,9BlockVisionProcessingModel,PainChain,PipelineMilestoneWorksheetaretrademarksandservicemarksofSolutionSelling,Inc.,aProvantCompany,usedunderlicensetoSalesPerformanceInternational.Allotherreferencedmarksarethoseoftheirrespectiveowners.ThisdocumentmaynotbereproducedinwholeorinpartwithoutthepriorwrittenconsentofSalesPerformanceInternational,Inc.,CreditandCopyright,ii,SolutionSellingVersion20012001SalesPerformanceInternationalAllrightsreserved,.,Preface,AspartoftheworldwideIntegratedSolutionSellinginitiative,MicrosoftisimplementinganewapproachtosellingMicrosoftproductsandsolutionscalledMicrosoftSolutionSelling(MSS).BecauseBusinessPartnersplayanimportantpartinthesaleofMicrosoftsproductsandsolutions,MSSisnowbeingofferedtoMicrosoftBusinessPartners.ThispresentationisintendedtocreateanawarenesswithintheMicrosoftBusinessPartnercommunityofMSSforPartnersaswellasadesiretoengage.ItisintendedtobeanOverviewanditisnotintendedtobeaformoftraining.,.,Customersandcompetitorsdemandwechange:Customerswanttrustedadvisors,notvendorsManycompetitorsfillthatroleWeneedtosellmoretoLinesofBusinessExecs-theyhavethemoneyanddrivemostnewITacquisitionsLOBExecsbuysolutionstotheirbusinessproblems,nottechnology,Wearesuccessful,whychange?,.,Buyerstellmeourservicescosttoomuchandtheycouldntcostjustifythem.”Theywouldntletmeinattherightlevel.”Theconsultantdidntdoagoodjob.”Ilosecontrolofourprospectsattheendofthesellcycle.”Wegotintoolate.”Theprospectdidntknowwhattheywanted.”Wemissedtheneedsofcertaincommitteemembers.”Igetanopportunitystartedandourresellersdroptheball.”Mymanagertellsmewhattodo,NOThowtodoit.”Mycompetitionsellsface-to-facewhilemymanagerforcesmetoselloverthephone.”Managementdemandsdetailedwrittensalesforecasts-dotheywantmetosellorfilloutforms?”Prospectscanbuythesamecapabilitiesfromsomeoneelse,soIhavetooutsellmycompetitiontowinthebusiness.”,“,SellingDifficulties,Canyourelate?,.,ManagingDifficulties,Canyourelate?,.,ObjectivesofMSSforPartners,ToenableMicrosoftandMicrosoftBusinessPartnerstoincreasesalesproductivity.Specifically,MSSforPartnersisasalesprocessdesignedtohelp:,GenerateinterestinMicrosoftrelatedofferingsIdentifyanddiagnosecustomercriticalbusinessissuesCreateadesireforasolutionthatwilladdressacustomerscriticalbusinessissue(s)ChangeacustomersbiasedvisionofacompetitivesolutionCreateavaluepropositionGainaccesstodecision-makingauthorityorinfluenceDifferentiatethemselvesfromcompetition,byhowtheysellinadditiontowhattheysellClosemoreopportunitiesbotheffectivelyandefficientlyQualifyeachstepofthesalescyclePredictrevenueattainmentmoreaccurately(Randomeventsproducerandomresults.),andappearasonesalesteam.,.,MSSforPartnersPositioning,Thisprocessisbuiltonhowbuyersbuy,whichdifferentiatesitfromothersalesmethods.Itisapplicableforsellingproducts,services,andintangibles.Theprocessisdesignedtohelpdifferentiateyoufromyourcompetitorsbythewayyousell.IntheMSSforPartnersworkshop,participantslearnandpracticeconceptsandjobaidsimmediatelyapplicabletotheirjob.MSSforPartnersistheFieldSalesExecutionModeltodriveMicrosoftIntegratedSolutionSelling(ISS).,.,ThefollowingslidesaretakenfromtheMSSforPartnersworkshop,.,“TalentAssessment”,80%,20%,KEYTOSUCCESSISPROCESS,EAGLES,JOURNEYMEN,.,IntegrationofKnowledgeandSkillsbytheSellerfor“Eagle”Performance,WHATBUYERSSHOULDEXPECTFROMSELLERS,S,ITUATIONAL,K,NOWLEDGE,C,APABILITY,K,NOWLEDGE,P,EOPLE,S,KILLS,S,ELLING,S,KILLS,HOWDOWEINTEGRATE?,SituationalFluency,.,CURRENTACTIVEREALEVALUATIONS,*,NotLooking,Looking,HOWMANYSHOULDBELOOKING?,ConceptualSalesTerritory,.,HowOrganizationsBuy,.,SalesProcessFlowchart,StartingPoints,Yes,No,No,Yes,AtPower?,Develop/manageEvaluationPlan(sampleplansteps),-Summarizefindings-ProofofMicrosoftcapabilities-Implementationplan-Developinitialvalueproposition-Determinesuccesscriteria-Legal/technical/admin.approval-Reviewroughdraftproposal,Yes,Pre-callplanning/research,Stimulateinterest,Salescalltodefine“Pains”orCriticalBusinessIssues,DiagnoseandcreatevisionofMicrosoftbiasedsolution,Reachfinalagreement,Identifyopportunities,Measuresuccesscriteria,Leveragenewopportunities,Accesstopower,Activeopportunities,Opportunityassessment/competitivestrategies,ReengineervisionwithMicrosoftdifferentiators,Go?,No,OVERVIEW,Active,Latent,.,ShiftingBuyerConcerns,.,AlignmentofBuyingandSellingPhases,.,ProspectingNeedDevelopmentProofManagementBuyingProcessQualificationBuyingProcessControlNegotiatingClosing,ALIGNMENT,DISQUALIFICATION,VisionCreationVisionReengineering,KeySellingSkills,.,.,Microsoftprovided:,Himwiththesecapabilities.,Result:,Capabilityneeded:(when,who,what),Hetoldusheneededawaythat.,Reasons:,Criticalissue:,JobTitle&Industry:,Asaresult,resellersdecreasedoverstockingcostsby12%andincreasingoverallsellthruratesthusincreasingprofitsby7%.,whenoverstockingoccursresellerscouldrapidlyanalyzethemovementofproductsandreallocateinventoryfromlowtohighsalesvolumestores.,Inventorylevelsincreasedattheresellerlevelwithcorrespondingcost-to-carryandsalesvolumesweredecreasing.,Decreaseinresellerprofits,CFO,GeneralBusiness,ReferenceStory-GeneralBusinessExample,.,SalesPerformanceOverTime,.,9-BlockVisionProcessingModel-VisionCreation,.,.,.,SalesProcessFlowchart,StartingPoints,Yes,No,No,Yes,AtPower?,Develop/manageEvaluationPlan,-Summarisefindings-ProofofMicrosoftcapabilities-Implementationplan-Refineinitialvalueproposition-Determinesuccesscriteria-Legal/technical/admin.approval-Reviewroughdraftproposal,Yes,Pre-callplanning/research,Stimulateinterest,Salescalltodefine“Pains”orCriticalBusinessIssues,DiagnoseandcreatevisionofMicrosoftbiasedsolution,Reachfinalagreement,Identifyopportunities,Measuresuccesscriteria,Leveragenewopportunities,Accesstopower,Activeopportunities,Opportunityassessment/competitivestrategies,ReengineervisionwithMicrosoftdifferentiators,Go?,No,OVERVIEW,Active,Latent,No,Yes,20%Develop,40%Solution,60%Proof,80%Close,100%Deploy,10%Qualify,10%Qualify,.,OpportunityDebriefGuide,SponsorName/Title_Pain_Reasons_Vision_Value_,PowerName/Title_Pain_Reasons_Vision_Value_,Itemstoinspectforverification,CompetitiveStrategy:_,ReasonsValueandmeasurementProspectagreedtovisionImpactexploredSponsorCommunicationsent,OpportunityAssessment,ValueandmeasurementProspectagreedtovisionImpactexploredPowerSponsorCommunicationsentwithEvaluationPlan,UpdatedEvaluationPlanPreliminarySolution,NegotiatingWorksheetconstructed,*CustomerEvidence,StepCompletionCommunication,Inassignedterritory,Meetsmarketingcriteria,PotentialSponsoridentified*,Painadmittedbysponsor,Sponsorhasabuyingvision,Sponsoragreedtoexplore,Accesstopowernegotiated,Accesstopowerperson,Painadmittedbypowerperson,Powerpersonhasabuyingvision,Powerpersonagreedtoexplore,EvaluationPlanproposed,EvaluationPlanunderway,Pre-proposalreviewconducted,Askedforthebusiness,Contractnegotiationinprocess,Implement,Develop,Prospect,Qualify,Solution,Proof,Deploy,MSSPStepMSSActivities,Close,Who?Whatagreedupon?,Sponsorcommunicationagreedupon*,EvaluationPlanagreedupon*,Preliminarysolutionagreedupon*,EvaluationPlancompleted,Proposalissued,decisiondue,Verbalapprovalreceived*,Signeddocuments*,(40%),(60%),(20%),(10%),(0%),(80%),Signeddocuments,.,Sale,=,PainPowerVision,ValueControl,x,x,x,x,TheSuccessfulSalesFormula,.,Bettercommunicationamongsalesteam-Microsoft&PartnerCommonterminologyBetterqualification/disqualificationofopportunitiesBetterpredictabilityofrevenueCustomerview-unifiedsalesteamMoreeffectivehandoffbetweenMS&PartnerEarlieridentificationofresourcesneededMoreeffectivedeploymentofexpertiseShortersellcyclesGreatercredibilitywithcustomer,MSSPBenefitsforBusinessPartners,.,“Thetoolswereveryeffectiveandwouldbegreatforeverydayuseinadvancingrelationships/saleswiththecustomer.”“Outstandingframework:willusetoplananddocumentsalescycle.Implementacrossoursalesforce.”“Ireallywanttoapplythisprocesstomyeverydayselling.Ultimately,IbelievethewholesalesdeptneedstogetonboardwiththeMSSprocessinordertoreallyseeresultscompany-widefromusingtheprocess.”“Overall,Ithoughtthecontentanddeliverywerehandledwell.Eventhisearlyinthegame,IamlookingbackatmyprevioussalesandreviewingwhatIdidandhowIcouldhaveimprovedmyeffortsbyapplyingaprocess.”“AvaluablecourseextremelyapplicablefortheMicrosoftSolutionsworldasapartnerareselling.Canimmediatelyimplementinpresentopportunities.”“BesttrainingfromMicrosoft.GreattoseethetoolsthatMicrosoftrepsuse.”“Thiscoursewasgreatandhasprovidedmewithextremelyvaluableandapplicableresourcesattherighttime.Instructorswerefantasticandalongcourseverycompellingandengaging.”“ThiswasthemosteffectivesalestrainingIveattended.Manyseemtoaddressslicesofsalespsychologyorsalesbutthisaddressesthewholeprocesswithmilestonesandspurstoaction.”,MSSforPartnersFeedback/Testimonials,.,Day1KickoffandPositioningforPartnersMSSandKeyConceptsExercise-IdentifyingsellingdifficultiesMSSandKeyConcepts(contd)-Pitfallsoftraditionalsellingbehavior-Understandingtheprinciplesofpain-IdentifyingwhoapprovesthesaleCaseStudyWorkshop-BuildingaProspectProfile-BuildingaPainChainMSSandKeyConcepts(contd)-Understandingthesolution=buyingvision-Understandingabuyerslevelofneed-Howpeople/organizationsbuy-HowbuyerconcernsshiftovertimeStimulatingInterestinMicrosoftsolutions-Howtoinitiatesellcycles-Howtousepastsuccesseseffectively,CaseStudyWorkshop-BuildingjobaidstoinitiateasellcycleMSSSalesCallPlan-Howtoalignwithbuyers-HowtopositionMicrosoftsolutions-HowtogetbuyerstoadmitpainDiagnosingandVisionCreation-HowtodevelopneedsbiasedtoMicrosoft-HowtogetbuyerstoownaMicrosoftvisionRolePlayanddebrief-VisionCreationEveningAssignment,MicrosoftSolutionSelling(MSS)PartnerWorkshopAgenda,.,Day2ReviewPreviousDayEnhancingtheBuyersVision-Understand