SSM销售方法论与面谈基本技巧(共41页).ppt

1、Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation1Computer Services Industry, IBMComputer Services Industry, IBM 2006 IBM Corporation销售技巧培训FUWEIComputer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation2销售与销售的区别公司与公

2、司的区别PASSION 热情UNIQUE VALUE 独特价值Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation3SSM 销售方法论Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation4销售方法论 Signature Selling Method评估客户业务环境了解客户1 1研究客户业务策略和市场计划开发与客户业务策

3、略相关的市场计划2 2认识客户需求建立客户采购的愿景3 3评估机会通过联系IBM的核心能力评估销售机会4 4选择解决方案与客户共同研究解决方案5 5解决顾虑并决定赢单6 6项目实施和结果评估监控项目实施并控制客户期望7 7Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation5阶段 1 建立客户关系IBMIBM 团队：当客户:评估客户的业务环境和策略领导如下行动： 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

4、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:可确认的结果: 客户审阅并共同参与 Account Plan； 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；Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation6阶段 2 发现机会IBM IBM 团队：当客户:精练客户的业务策略

5、和市场计划领导如下行动： 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: :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(Power Sponsor)； Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation7阶段 3 描述能力IBM IBM 团队：当客

6、户:明确需求领导如下行动： 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: :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；Computer Services Industry, IBMSelling Skill TrainingSelling Skill Tra

7、ining 2006 IBM Corporation8阶段 4 展现核心价值IBM IBM 团队：当客户:评估机会领导如下行动： 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: :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；Computer Services Industry, IBMSelling Skill TrainingSel

8、ling Skill Training 2006 IBM Corporation9阶段 5 选择解决方案IBM IBM 团队：当客户:选择解决方案领导如下行动： 精练解决方案，并通过测试的方法展现IBM的方案价值； 评估竞争策略，如需要及时调整竞争战术； 评估关键人物的兴趣，价值和风险； 针对非标准合同条款的沟通和共识；当达到如下结果，IBM团队在此阶段成功: :可确认的结果: 客户认可IBM的解决方案，价值体现和风险评估； 确认签订合同的条件； 客户认同IBM解决方案的可能效果；Computer Services Industry, IBMSelling Skill TrainingSell

9、ing Skill Training 2006 IBM Corporation10阶段 6 赢单IBM IBM 团队：当客户:消除客户顾虑，并做最终决定领导如下行动： 进行必要的解决方案细化和价值展现工作； 消除阻止客户最终决定的顾虑，并重新评估对于IBM团队的风险； 在IBM法律部的帮助下，完成所有合同条款的协商； 准备合同，并获得IBM和客户双方的签字；当达到如下结果，IBM团队在此阶段成功: :可确认的结果: 签订合同 确认实施团队和实施计划 媒体宣传Computer Services Industry, IBMSelling Skill TrainingSelling Skill Tr

10、aining 2006 IBM Corporation11阶段 7 实现期望IBM IBM 团队：当客户:实施解决方案，评估项目成功领导如下行动： 与受益部门合作确认项目收益状况； 通过与受益部门的规律性的交流，管理和控制客户期望，并最终超越客户期望； 寻找新的业务机会； 重新评估IBM团队与客户的关系；当达到如下结果，IBM团队在此阶段成功: :可确认的结果: 实现客户受益部门的利益； IBM团队获得客户高度认可； 实施结果作为客户的参考 ； 创造并发现新的销售机会；Computer Services Industry, IBMSelling Skill TrainingSelling Sk

11、ill Training 2006 IBM Corporation12销售方法论 回顾评估客户业务环境了解客户1 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 2认识客户需求建立客户采购的愿景3 3评估机会通过联系IBM的核心能力评估销售机会4 4选择解决方案与客户共同研究解决方案5 5解决顾虑并决定赢单6 6项目实施和结果评估监控项目实施并控制客户期望7 7Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation13政治销售 Politic

12、al SellingComputer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation14政治销售 客户需求 高回报率 降低成本 增加收入 高生产率 利润 市场份额 市场扩展 更大权利 业绩考核 价值认可 工作稳定 追求个人生活 寻求改变 解决问题 职场提升业务需求个人需求Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation15政治

13、销售 角色n评估者Evaluator 推荐考虑的解决方案n决定者Decision Maker 做出正式的最终决定n批准者Approver 给予采购的最终批准n影响者Influencer 给予客户决策过程非正式的影响n使用者User 评估对于用户业绩的影响Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation16政治销售 关键点客户得到结果，但只有个人是“赢”；没有个人的“赢”，就没有人支持你； 职位 权限 影响力了解 和有影响力的人建立关系 添加价值，并帮助

14、他们被认可 证明你对他们的影响力行动Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation17政治销售 关键人物敌对者Hostile不支持者Non-supporter中立者Neutral支持者Supporter赞助者Sponsor坚定赞助者Power SponsorComputer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation18

15、政治销售 支持者 - Supporter倾向于你的解决方案，并希望你赢；提供保密和有独特的价值的内部信息；告知如何在客户内部寻找和建立关系；帮助你了解客户组织内部关键人物的个人需求；Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation19政治销售 赞助者 - Sponsor提供独特的有价值的内部信息；会支持让你参加重要的内部会议；会公开的推动销售机会的进展；是你在客户内部的销售；具有接触客户更高决策层的能力和影响力；Computer Services In

16、dustry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation20政治销售 坚定赞助者 - Power Sponsor在客户的决策团队中，具有最大的影响力；能够领导决策过程，无论预算或职位状况；能够阻止任何的不同意见；能够带领销售到客户的任何部门；Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation21政治销售 不支持者 - Non-Supporter忽略他们孤立或者

17、中立他们把他们转变成支持者或赞助者把他们保持在监控范围之内4种对待不支持者的策略Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation22政治销售 组织结构图A ApproverU UserI InfluencerD Decision MakerE- EvaluatorSP - SupporterSN SponsorPS Power SponsorH - HostileN - NeutralComputer Services Industry, IBMSel

18、ling Skill TrainingSelling Skill Training 2006 IBM Corporation23政治销售 总结建立你自己的影响圈；了解客户的个人需求；NO SPONSOR = NO SALEComputer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation24项目评估Opportunity AssessmentComputer Services Industry, IBMSelling Skill TrainingSelling Skil

19、l Training 2006 IBM Corporation25项目评估这是一个销售机会吗?1. 客户的市场计划2. 客户的业务情况3. 客户的财务状况4. 客户的预算状况5. 客户的采购意愿和动力IBM 能否竞争?6. 客户的正式决策流程7. 解决方案是否契合客户的市场计划8. 解决方案是否契合客户的业务需求9. 所需的配比资源和能力10. 独特的价值11. 目前与客户的关系Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation26项目评估IBM能赢吗?

20、12. 与客户关键决策人物的接触13. 客户购买意愿14. 非正式的决策过程15. 客户内部的政治情况16. 企业文化的兼容17. 项目的评估值得去赢吗?18. 短期业绩19. 长期机会20. 利润状况21. 风险评估22. Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation27SSM 以客户为中心的销售流程Evaluate business environmentUnderstand customer business and IT environme

21、nt1Develop business strategy and initiativesDevelop plan linked to customer business initiatives2Recognize needsEstablish the buying vision with the customer3Evaluate optionsArticulate IBM capabilities and qualify the opportunity4Select solution optionDevelop solution with customer5Resolve concerns

22、and decideClose sale6Implement solution and evaluate successMonitor solution implementation & ensure the expectation7customer agree with outcome & progressIdentify10Validated25Qualified50Proposed, agreement75Won100Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 20

23、06 IBM Corporation28Product, market & business knowledgeProduct, market & business knowledgeHas a thorough grasp of products & servicesFully aware of competitors activities & market trendProfit consciousDisplays expertise in sales processCustomer relationshipCustomer relationshipQuic

24、kly builds rapport & easily establishes relationship with customers Engages in activities that will promote long-term collaboration with partners/distributors/customersKnows the key players within the customer organizations and build broad-based support to sustain and expand the relationship.Fac

25、t finding and problem solvingFact finding and problem solvingUncovers & deeply understands customers business needs Able to explore a range of solutions that address customers concernAble to handle complex situation with good judgmentTakes advance action against potential problems and able to de

26、velop contingency plansSales Core Competence 1Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation29CommunicationCommunicationSpeaks fluently and confidentlyWrites clearly and conciselyAble to deliver well-organized & high-impact presentation for a ran

27、ge of customersAble to create effective, professional documents and proposalsResult-drivenResult-drivenWillingly takes calculated risk to achieve sales objectivesPerseveres to attain & exceed challenging goalsMonitors and tracks progress to ensure meeting customers needs as promisedAlways ready

28、to explore new opportunitiesNegotiate and influenceNegotiate and influencePersuades others with effective rationalesAble to change peoples view and influence their decisionAddress objections skillfully Sales Core Competence 2Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training

29、 2006 IBM Corporation30ReliabilitiesReliabilitiesFollows directions from supervisors and respect policies and proceduresDisplays high integrityEarns trust of others through making and keeping realistic commitmentDemonstrates a strong sense of ownershipCreativity and flexibilityCreativity and flexibi

30、lityAble to create new ideas, methods, practical solutionsWilling to adapt oneself to the new or changing situationsCopes with stress effectively Stays positive despite set-backsActs on own initiatives to continuously improve processesPersonal EffectivenessPersonal EffectivenessDevelops effective an

31、d supportive relationship with colleaguesOrganizes own time effectively and set the right prioritiesKnows when to work alone and when to work together with others Able to allocate and manipulate the right resource to meet business needsSales Core Competence 3Computer Services Industry, IBMSelling Sk

32、ill TrainingSelling Skill Training 2006 IBM Corporation31面谈注意事项基本礼仪和礼貌充分准备，突显专业水准听比说重要确认，确认，再确认不可急于求成，遗留后患先为人，后成事Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation32面谈基本技巧Basic Customer Call SkillComputer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation334以客户为中心4更加看重知识4业务关系的确立4与客户之间经常保持密切的联系推销策略的转变Computer Services Industry, IBMSelling Skill TrainingSelling Skill Train