整体方案销售技巧Solution-selling

1、MSS for Partners Overview,SOLUTION SELLING,Trademark Notice: This is a current non-exclusive listing of trademarks owned or licensed by Sales Performance International, Inc. Any questions concerning the use of these trademarks: whether a name that does not appear on this list is in fact a trademark

2、of Sales Performance International, or comments concerning this manual, workshop or presentation should be referred to Sales Performance International, Inc. in the United States at the following address: Sales Performance International, Inc. 6230 Fairview Road, Suite 200 Charlotte, North Carolina 28

3、210 USA Phone: 704.364.9298 FAX 704.364.8114 Solution Selling is a registered trademark of Solution Selling, Inc., a Provant Company, used under license to Sales Performance International; Solution Selling Sales Management Program, Solution Selling Automation, Solution Selling Financial Services, Si

4、tuational Fluency Prompter, 9 Block Vision Processing Model, Pain Chain, Pipeline Milestone Worksheet are trademarks and service marks of Solution Selling, Inc., a Provant Company, used under license to Sales Performance International. All other referenced marks are those of their respective owners.

5、 This document may not be reproduced in whole or in part without the prior written consent of Sales Performance International, Inc.,Credit and Copyright,ii,Solution Selling Version 2001 2001 Sales Performance International All rights reserved,Preface,As part of the worldwide Integrated Solution Sell

6、ing initiative, Microsoft is implementing a new approach to selling Microsoft products and solutions called Microsoft Solution Selling (MSS). Because Business Partners play an important part in the sale of Microsofts products and solutions, MSS is now being offered to Microsoft Business Partners. Th

7、is presentation is intended to create an awareness within the Microsoft Business Partner community of MSS for Partners as well as a desire to engage. It is intended to be an Overview and it is not intended to be a form of training.,Customers and competitors demand we change: Customers want trusted a

8、dvisors, not vendors Many competitors fill that role We need to sell more to Lines of Business Execs-they have the money and drive most new IT acquisitions LOB Execs buy solutions to their business problems, not technology,We are successful, why change?,Buyers tell me our services cost too much and

9、they couldnt cost justify them.” They wouldnt let me in at the right level.” The consultant didnt do a good job.” I lose control of our prospects at the end of the sell cycle.” We got in too late.” The prospect didnt know what they wanted.” We missed the needs of certain committee members.” I get an

10、 opportunity started and our resellers drop the ball.” My manager tells me what to do, NOT how to do it.” My competition sells face-to-face while my manager forces me to sell over the phone.” Management demands detailed written sales forecasts - do they want me to sell or fill out forms?” Prospects

11、can buy the same capabilities from someone else, so I have to outsell my competition to win the business.”,“ “ “ “ “ “ “ “ “ “ “ “,Selling Difficulties,Can you relate?,Managing Difficulties,Can you relate?,Objectives of MSS for Partners,To enable Microsoft and Microsoft Business Partners to increase

12、 sales productivity. Specifically, MSS for Partners is a sales process designed to help:,Generate interest in Microsoft related offerings Identify and diagnose customer critical business issues Create a desire for a solution that will address a customers critical business issue(s) Change a customers

13、 biased vision of a competitive solution Create a value proposition Gain access to decision-making authority or influence Differentiate themselves from competition, by how they sell in addition to what they sell Close more opportunities both effectively and efficiently Qualify each step of the sales

14、 cycle Predict revenue attainment more accurately (Random events produce random results.),and appear as one sales team.,MSS for Partners Positioning,This process is built on how buyers buy, which differentiates it from other sales methods. It is applicable for selling products, services, and intangi

15、bles. The process is designed to help differentiate you from your competitors by the way you sell. In the MSS for Partners workshop, participants learn and practice concepts and job aids immediately applicable to their job. MSS for Partners is the Field Sales Execution Model to drive Microsoft Integ

16、rated Solution Selling (ISS).,The following slides are taken from the MSS for Partners workshop,“Talent Assessment”,80%,20%,KEY TO SUCCESS IS PROCESS,EAGLES,JOURNEYMEN,Integration of Knowledge and Skills by the Seller for “Eagle” Performance,WHAT BUYERS SHOULD EXPECT FROM SELLERS,S,ITUATIONAL,K,NOWL

17、EDGE,C,APABILITY,K,NOWLEDGE,P,EOPLE,S,KILLS,S,ELLING,S,KILLS,HOW DO WE INTEGRATE?,Situational Fluency,CURRENT ACTIVE REAL EVALUATIONS,*,Not Looking,Looking,HOW MANY SHOULD BE LOOKING?,Conceptual Sales Territory,How Organizations Buy,Sales Process Flowchart,Starting Points,Yes,No,No,Yes,At Power ?,De

18、velop / manage Evaluation Plan (sample plan steps),- Summarize findings - Proof of Microsoft capabilities - Implementation plan - Develop initial value proposition - Determine success criteria - Legal / technical / admin. approval - Review rough draft proposal,Yes,Pre-call planning / research,Stimul

19、ate interest,Sales call to define “Pains” or Critical Business Issues,Diagnose and create vision of Microsoft biased solution,Reach final agreement,Identify opportunities,Measure success criteria,Leverage new opportunities,Access to power,Active opportunities,Opportunity assessment / competitive str

20、ategies,Reengineer vision with Microsoft differentiators,Go?,No,OVERVIEW,Active,Latent,Shifting Buyer Concerns,Alignment of Buying and Selling Phases,Prospecting Need Development Proof Management Buying Process Qualification Buying Process Control Negotiating Closing,A L I G N M E N T,D I S Q U A L

21、I F I C A T I O N,Vision Creation Vision Reengineering,Key Selling Skills,Microsoft provided:,Him with these capabilities.,Result:,Capability needed: (when, who, what),He told us he needed a way that . . .,Reasons:,Critical issue:,Job Title & Industry:,As a result, resellers decreased overstocking c

22、osts by 12% and increasing overall sell thru rates thus increasing profits by 7%.,when overstocking occurs resellers could rapidly analyze the movement of products and reallocate inventory from low to high sales volume stores.,Inventory levels increased at the reseller level with corresponding cost-

23、to-carry and sales volumes were decreasing.,Decrease in reseller profits,CFO, General Business,Reference Story - General Business Example,Sales Performance Over Time,9-Block Vision Processing Model - Vision Creation,Sales Process Flowchart,Starting Points,Yes,No,No,Yes,At Power ?,Develop / manage Ev

24、aluation Plan,- Summarise findings - Proof of Microsoft capabilities - Implementation plan - Refine initial value proposition - Determine success criteria - Legal / technical / admin. approval - Review rough draft proposal,Yes,Pre-call planning / research,Stimulate interest,Sales call to define “Pai

25、ns” or Critical Business Issues,Diagnose and create vision of Microsoft biased solution,Reach final agreement,Identify opportunities,Measure success criteria,Leverage new opportunities,Access to power,Active opportunities,Opportunity assessment / competitive strategies,Reengineer vision with Microso

26、ft differentiators,Go?,No,OVERVIEW,Active,Latent,No,Yes,20% Develop,40% Solution,60% Proof,80% Close,100% Deploy,10% Qualify,10% Qualify,Opportunity Debrief Guide,Sponsor Name / Title _ Pain _ Reasons _ Vision _ Value _,Power Name / Title _ Pain _ Reasons _ Vision _ Value _,Items to inspect for veri

27、fication,Competitive Strategy: _,Reasons Value and measurement Prospect agreed to vision Impact explored Sponsor Communication sent,Opportunity Assessment,Value and measurement Prospect agreed to vision Impact explored Power Sponsor Communication sent with Evaluation Plan,Updated Evaluation Plan Pre

28、liminary Solution,Negotiating Worksheet constructed,*Customer Evidence,Step Completion Communication,In assigned territory,Meets marketing criteria,Potential Sponsor identified*,Pain admitted by sponsor,Sponsor has a buying vision,Sponsor agreed to explore,Access to power negotiated,Access to power

29、person,Pain admitted by power person,Power person has a buying vision,Power person agreed to explore,Evaluation Plan proposed,Evaluation Plan underway,Pre-proposal review conducted,Asked for the business,Contract negotiation in process,Implement,Develop,Prospect,Qualify,Solution,Proof,Deploy,MSSP St

30、ep MSS Activities,Close,Who? What agreed upon?,Sponsor communication agreed upon*,Evaluation Plan agreed upon*,Preliminary solution agreed upon*,Evaluation Plan completed,Proposal issued, decision due,Verbal approval received*,Signed documents*,(40%),(60%),(20%),(10%),(0%),(80%),Signed documents,Sal

31、e,=,Pain Power Vision,Value Control,x,x,x,x,The Successful Sales Formula,Better communication among sales team- Microsoft & Partner Common terminology Better qualification/disqualification of opportunities Better predictability of revenue Customer view - unified sales team More effective handoff bet

32、ween MS & Partner Earlier identification of resources needed More effective deployment of expertise Shorter sell cycles Greater credibility with customer,MSSP Benefits for Business Partners,“The tools were very effective and would be great for everyday use in advancing relationships / sales with the

33、 customer.” “Outstanding framework: will use to plan and document sales cycle. Implement across our sales force.” “I really want to apply this process to my everyday selling. Ultimately, I believe the whole sales dept needs to get on board with the MSS process in order to really see results company-

34、wide from using the process.” “Overall, I thought the content and delivery were handled well. Even this early in the game, I am looking back at my previous sales and reviewing what I did and how I could have improved my efforts by applying a process.” “A valuable course extremely applicable for the

35、Microsoft Solutions world as a partner are selling. Can immediately implement in present opportunities.” “Best training from Microsoft. Great to see the tools that Microsoft reps use.” “This course was great and has provided me with extremely valuable and applicable resources at the right time. Inst

36、ructors were fantastic and a long course very compelling and engaging.” “This was the most effective sales training Ive attended. Many seem to address slices of sales psychology or sales but this addresses the whole process with milestones and spurs to action.”,MSS for Partners Feedback / Testimonia

37、ls,Day 1 Kickoff and Positioning for Partners MSS and Key Concepts Exercise - Identifying selling difficulties MSS and Key Concepts (contd) - Pitfalls of traditional selling behavior - Understanding the principles of pain - Identifying who approves the sale Case Study Workshop - Building a Prospect

38、Profile - Building a Pain Chain MSS and Key Concepts (contd) - Understanding the solution = buying vision - Understanding a buyers level of need - How people/organizations buy - How buyer concerns shift over time Stimulating Interest in Microsoft solutions - How to initiate sell cycles - How to use

39、past successes effectively,Case Study Workshop - Building job aids to initiate a sell cycle MSS Sales Call Plan - How to align with buyers - How to position Microsoft solutions - How to get buyers to admit pain Diagnosing and Vision Creation - How to develop needs biased to Microsoft - How to get buyers to own a Microsoft vision Role Play and debrief - Vision Creation Evening Assignment,Microsoft Solution Selling (MSS) Partner Workshop Agenda,Day 2 Review Previous Day Enhancing the Buyers Vision - Understanding emotion and measuring value Role