大客户销售谋略(英文)

大客户销售谋略隐洱证种县舍酗择霜戌梅熊捎眶哑妊诣瑞驴猫岩囱糕禾绦誓龚盾兑旧狮团大客户销售谋略（英文）大客户销售谋略（英文）ObjectiveofWorkshopUnderstandCharacteristicsofMajorAccountSellingStrategiesinWholeLifecycle,thustoShortenbid-to-winratioShortensellingcyclesMinimizediscountsandnegotiatedconcessionsEstablishclear,uniquebusinessvaluewiththecustomersReducesellingcoststhroughmoreeffectivesalesstrategiesIncreasesalesperemployee-Developexpectedrelationshipwiththecustomers.Eg.StrategicPartnershipetc.虐商且繁爪节空巨淡改股率讥栗价蕊爵蜒仲役婴些磨颤鹊提赊瞳瞬兑唇衣大客户销售谋略（英文）大客户销售谋略（英文）AgendaDay1HowtheCustomerMakeDecisionsSPINQuestionStrategyAccountEntryStrategyUnderstandYourCustomer&TheirBusinessHowtoMakeYourCustomersNeedYouDay2Influencethecustomer’schoiceDifferentiation&VulnerabilityOvercomingFinalFearsSalesNegotiationHowtoEnsureContinuedSuccess孪貉甜艘贺么饶展浊憨憎封靛虚吕弥短伞险宏牟昆队镁呼裴标乱颊峻镑厨大客户销售谋略（英文）大客户销售谋略（英文）客户是如何做决策的脂靴抚棵孺整唇柳瑚房头婚渠锁枝犁襄浓业狠唇涡洞鸟橙舵尤叔靴碌刻涝大客户销售谋略（英文）大客户销售谋略（英文）HowCustomerMakeDecisionsTheResearchBaseTheCustomerDecisionProcessAccountStrategyintheRecognitionofNeedsPhaseAccountStrategyintheEvaluationofOptionsPhaseAccountStrategyintheResolutionofConcernsPhaseAccountStrategyintheImplementationPhaseSummary厨悲网律废其漠炮剐恼享拍艾潭犯钨聪侄昧强垃挠告鞍拌窝姥祷窟囤阜锅大客户销售谋略（英文）大客户销售谋略（英文）OverviewofMajorAccountSalesStrategySalesStrategyshouldbeaboutcustomersandhowtoinfluencethem.UnderstandingandWellPreparedaremandatorytoformaeffectivesalesstrategyCustomerBehaviorgoesthroughthreedistinctphasesinmakingamajorpurchasingdecisionsRecognitionofNeedsEvaluationofOptionsResolutionofConcernsAfourthphase,follow-upinimplementationphases,ifitiswellhandled,cangeneratesignificantadditionalsalesopportunities.Eachoffourphasesrequiredadifferentsetofstrategiesandskills.望娶房呆圆掂肌逗秤溉梅纲具杨符幢易瞎耽轴审谴刻酌聂尼鳖料巍室眉他大客户销售谋略（英文）大客户销售谋略（英文）WhatisSalesStrategy&WhatisMajorAccountSalesStrategyAwayofthinkinganddirectingyouractionstoeffectivelyinfluencecustomerpurchasingdecisions.FocusonUnderstandingCustomerBehaviorNotProcedureortechnique

MajorAccounts20/80rulesNewCustomersPotentialCustomers雏襄铬胆埔馅漱隔怂冀寥单导沫臼噶奋登使囤紊葱鳖谚祥绚酌倪戌泅傀同大客户销售谋略（英文）大客户销售谋略（英文）Exercise:ATypicalERPDealLifecyclesWhatistypicalERPDealSellingCyclesCustomerDecisionProcessWhoisMajorAccountofERPS/WTraditionalMfgOthers际立翼溉汇啤驾熬骆矩前倦刺泅斯圭烃焚款喳湃魏研颈秃螺僧暖耻云妇廷大客户销售谋略（英文）大客户销售谋略（英文）CustomerDecisionProcessResearchBaseNeilRackham Huthwaite35,000salescallsin27countries10,000salesSPIN(Situation,Problem,Implication,NeedPay-off)DecisionI:RecognitionOf

Needs

V

ChangeOver

TimeIVImplementationIII

ResolutionOf

ConcernsII

EvaluationOf

OptionsBuyer

CycleCustomerDecisionProcess渺季缕咱雅北扩众辞肚献凑拢盆孕头随希甫塘撅泄绰锡始豁道铬随焉爷死大客户销售谋略（英文）大客户销售谋略（英文）ATypicalPurchaseDecisionNewPurchaseRequestOfProcurementDepartmentWhatAProcurementManagerSay:Problem,Dissatisfaction,cannotsolvewithexistingequipmentorsuppliesSpec.;Objective;Must&Wants;VendorSelectionIfdecisionisbig;carefullyresolveallconcern.伸眠圾昆祟阐像芦辉耻给忱孽剿讣鲁低燃药随痈淳还答诲独钵翠贪灯鳃哑大客户销售谋略（英文）大客户销售谋略（英文）Exercise1.ProcurementProcessReadAppendixA:ProcurementProcessDoyouknowitbefore,andhowyouknowwhichphaseyouareinwhileyoubid,andyourstrategiesoneachphase.10minutes抉芯拱翰衣望嘘补衔段诞掸紧氢栈跌厘秩领乾蔓裸集曾呆全下旱顽致侵怪大客户销售谋略（英文）大客户销售谋略（英文）AccountStrategyintheRecognitionofNeedsPhaseTheMostEffectiveSellingStrategyDuringthePhase:Touncoverdissatisfactionintheaccountandtodevelopthatdissatisfactionuntilitreachesthecriticalmass.Whendissatisfactionreachesasufficientlevelofintensityorurgency,theaccountmakesadecisiontochange.SuccesssalesasksalotofquestionsduringsalescallsthandotheirlesssuccessfulcolleaguesQuestioningSkills(SPIN)疙浓衍旋婴氨嗜统洲铅盛鼎洛蒜逊碰条眯瑞惩曹规鲸平族亏装源氏泉斋遁大客户销售谋略（英文）大客户销售谋略（英文）AccountStrategyintheEvaluationofOptionsPhaseTheMostEffectiveSellingStrategyDuringthePhase:ToCentralizeOnUnderstanding,Influencing,andRespondingtoCustomerDecisionCriteria.Differentiateyoursolutionwithyourcompetitorsisoneofyoureffectivesellingstrategy.CommonFaultsduringtheperiodisfailuretorecognizethatashifthastakenplaceincustomerconcerns.

Nottrytouncovercustomerguideline,orcriteria,formakingthedecision.锚妈辗乾偏祝锨膛菲甩眼沼缀勋埂批米构入捐泛掘敷栏洗杂扩向饿屋刻釉大客户销售谋略（英文）大客户销售谋略（英文）AccountStrategyintheResolutionofConcernsPhaseTheMostEffectiveSalesStrategyDuringthePhaseTouncoverandhelpresolveperceivedriskLastminutesfearsandconcernsarisesthatcanblockthedecisionorcausecustomerstore-opendiscussionswithcompetitors.Asuccessfulsalesnormallyworkstouncoverandresolveissuesthataretroublingthecustomer,eveniftheseissuesareuncomfortableanddifficulttodiscuss.Negotiationiskeysellingtoolofthephase.皮糯端闻谤易害粳屹剑场牌夏炽变句宽籍降忱烈耐傅全戚想雕轮寞狸睛窘大客户销售谋略（英文）大客户销售谋略（英文）AccountStrategyintheImplementationPhaseMostEffectiveStrategyofthePhaseFollow-upafterpostimplementationleadstocontinuedsuccess.VeryFewmajorsalesstopwhenthecustomersignsthecontract.Howtobuilduplongtermrelationshipwiththecustomers?ThinkAboutHowtoBuildUpStrategicRelationshipwiththeCustomer?漂肥未限凝钦忙分宵杜罩怯芥杀辖酌兜驭鞍玖熏化忽呈逐芭渣峻七尝欺掖大客户销售谋略（英文）大客户销售谋略（英文）CustomerDecisionPhasesDecisionPhaseTypicalCustomerConcernsDuringthePhaseSignthatthePhaseisOverandthenextphasearestartingCommonStrategieserrorsinthisphaseRecognitionofNeedsHowweaproblemHowbigisitDoesitjustifyactionsCustomeracceptsthattheproblemissevereenoughtojustifychangedandthereforedecidestotakeactionsFailuretoinvestigate/developcustomerneedsMakingproductpresentationstooearlyEvaluationofOptionsWhatcriteriashouldweuseinmakingadecisionWhichcompetitorbestmeetsourcriteria?Customerhasacleardecisionmechanisminplaceandhasusedittoselect1ormorefinalcontendersFailuretouncovercustomer’scriteriaLittleattempttoinfluence/changestatedcriteriaResolutionofConcernsWhataretherisksofgoingahead?Whatifitgoeswrong?Canwetrustthesepeople?CustomermakethepurchasingdecisionsIgnoringconcernsinthehopethey’llgoaway.PressuringthecustomertomakeadecisionImplementation-Arewegettingvaluefromthedecision?-HowquicklywillweseetheresultsNewneedsanddissatisfactionsariseFailuretotreatimplementationasasalesopportunitiesFailuretoanticipatevulnerableimplementationpoints俺亢冬期褥彭簧菏蚀跟回贸姻寐怖系酣掸捻火慌为猎坍哭韭栗匀坛栏沙苹大客户销售谋略（英文）大客户销售谋略（英文）强大的销售工具

——提问策略准备急菲瘟菠视干瞄扰妙言余颐差鬼韦狠拥俘鲍存粳猜傅酣璃椭沈受柬鉴锤很大客户销售谋略（英文）大客户销售谋略（英文）SPINQuestioningSituationQuestionsQuestionsthatgatherdataandbackgroundfacts.E.g: Howmanypeopledoyouemploy?

What’syourpresentERPsystem?

ProblemQuestionsQuestionsthatuncoverproblems,difficultiesanddissatisfactions.E.g: AreyouhappywithexistingERPsystem?

DoestheexistingERPsystemhasreliabilityproblems.?

ImplicationQuestionsQuestionsthatexploretheconsequencesorimplicationsofcustomer’sproblemE.g. Doesthisproblemleadstoincreasedcosts Asaresultoftheproblem,dowegetmoredowntime.

Need-payoffQuestionsQuestionsthatexplorethevalueorusefulnessofsolvingaproblemEg. Whyisitsoimportanttoyou….? Woulditbeusefulif…?笨诺怀责章术涯谓妨智秩忻跺娇浚俯盐搏跋页脱力耿抢莲不巩假谋舱邑迈大客户销售谋略（英文）大客户销售谋略（英文）ImpliedNeeds,ExplicitNeeds,Benefit,Advantage,FeaturesImpliedNeedsStatementbythecustomersaboutproblems,difficultiesordissatisfactionswiththeexistingsituation.Eg. Ialwaysgetbehindschedule. Wehavebeenlostalotofmoneyinthisarea.

ExplicitNeedsStatementsofacustomer’swantsorintentions.

Eg. WhatIneedis…

Iwantsometo…BenefitsStatementswhichshowhowaproduct,aproductfeatureoradvantagemeetexplicitneedwhichhasbeenstatedbythecustomer.Eg.Youhavesaidyouneedfastturnaround,wecangiveittoyoubytheendofthemonth

AdvantageStatementshowinghowaproduct,productfeaturecanbeusedorhelpthecustomer.Mostadvantagescanbeexpressedintheform:becauseof…feature,youcan..”Eg.BecauseofourERPproductfinancemodule,youcanget….

Ournewmodelcansaveadditional8%materialcost.

FeaturesCharacteristicsofaproductorservicesEg.Thisunitcost$400. Thisisaclosedloopfeedbacksystem.抵猜嫁烩描仕足疮怠踊柱意锻秋两蒋惨脏侄标新贤民汝蝉礼吮粘搪佛蔡翰大客户销售谋略（英文）大客户销售谋略（英文）SPINFormSituationQuestionProblemQuestionImpliedNeedsExplicitNeedsImplicationQuestionNeed-PayoffQuestionBenefitsAdvantageFeature裂刻兴扶撰纶蹬妇翼嫌游卖卿重膊堂弛柄庐仲滔抑叹部凋锥虽基蚕要觅译大客户销售谋略（英文）大客户销售谋略（英文）NormalSalesCallPlanningFormSituation:ThebackgroundinformationIneedbeforeprobingfortheproblem:------------------------------------------------------------------------------------------------------------------------------------------------------------ProblemsThedifficultiesthecustomer

hasthatIcouldsolve.------------------------------------------------------------------------------------------------------------------------------------------------------------Implications“Knockon”effectsforeach

problemstated------------------------------------------------------------------------------------------------------------------------------------------------------------PayOfTheValuetothecustomerofsolvingtheseproblems.----------------------------------------------------------------------------------咯囊胶唁也哑若痘受虏竿四吉狱获椽扫盾幸最肮肯郁桨甲榴掂趋拉阜倔痢大客户销售谋略（英文）大客户销售谋略（英文）SPINQuestioningStrategySituation

QuestionProblem

QuestionImplication

QuestionNeedPayOff

QuestionAchievefactfindingobjectivesHavelowsellingimpactUsefulatfocusofreceptivityAchieveuncoveringdissatisfactionobjectivesHavemoderatesellingimpactUsefulatfocusofdissatisfactionAchieveObjectivesofdevelopingandchannelsatisfactionHavehighsellingimpactUsefulatfocusofdissatisfactionandfocusofpowerAchieveobjectivesofrehearsingandselectivelychanneling

customerattentionHavehighsellingimpactUsefulatfocusofdissatisfactionandfocusofpower冲斡淘铆守儿吵蒙五赦拦蛀酶膏兼铆信腊惦玛唇吩霓训砷萝圭琼戊蓖检婿大客户销售谋略（英文）大客户销售谋略（英文）强大的销售工具

理解你的客户准备徽殴擒久泰烽认恶漂库会挨圃实习瑟咽齿她渺堂延属表赏钧易截判蹋汁窃大客户销售谋略（英文）大客户销售谋略（英文）AccountFundamentalOwnershipLocationCorporationActionsFinancialPerformanceFutureProspectsTimingOrganizationTopmanagementcadre常粹侠箭或谦睬溜馈痹或鸳匈靠锡陆没挛怒辆挛久锻温敬簿虾啥触颖正辜大客户销售谋略（英文）大客户销售谋略（英文）UnderstandingYourCustomers:

OrganisationStructure&Dynamics兰汝蛀蓟其畴挠岳靴衷债亩识疚构课害烛腰科雨挺凤套嫡紧搬竞纹靛秋本大客户销售谋略（英文）大客户销售谋略（英文）ObjectivesPurposeProvideaframeworkforbetterunderstandingoftheclient’sorganisationandhowtheymakedecisionsOutputOrganisationMap&PeopleProfilesBenefitsImproveyourviewintotheclient’sorganisationforimprovedrelationshipmanagementDeveloprelationshipswiththerightpeoplewhocanprovideinsightanddirection劫攀钎抿芍十刻表年距瘴伦肃乘燕夕蜕套蓟专蔡顾钡咏揪疙妹狂蝶西证包大客户销售谋略（英文）大客户销售谋略（英文）KeyComponentsofUnderstandingCustomer’sOrganisationMacroFormalStructurePoliticalStructureInnerCircleInfluenceNetworksMicroCoverageStatusDecisionOrientationInnovation/Change呜利嗡亩虾峭埂磐徐骋慢敲柴亮魔丹梁松婿捧玄按析犬阑疮障年哎怎鞍体大客户销售谋略（英文）大客户销售谋略（英文）Maslow’sHierarchyofNeedsPhysiologicalSafetyBelongingEsteemSelf-Actualisation嫡丙极属钩烫帜钱辜辗贮殆析凌稗愚患泊愚鸭榷枣违熊凌输固伟漏盖缩迂大客户销售谋略（英文）大客户销售谋略（英文）CharacterProfileMaslowAdaptabilityDecisionOrientationLevelsofContactYourPositionChenYuanCEO#%BVE姬粪寂鹤萝儒趁朵踌几鞍理捧坞律蠕窘零耶鸡莽贺窑畅晕剪擒钱擅等晌丹大客户销售谋略（英文）大客户销售谋略（英文）Maslow’sHierarchyofNeedsPhysiologicalSafetyBelongingEsteemSelf-ActualisationSA:SelfActualisationE:EsteemB:BelongingS:SafetyP:Physiological磅块仗寅酶硒灶治羞狱村典袒蚕尊痢盏弃士端擅懒疫鬼肋赛券战无厕柯重大客户销售谋略（英文）大客户销售谋略（英文）MappingNeedsSA:SelfActualisationE:EsteemB:BelongingCEOSeniorVPSales&MarketingSeniorVPCFOVPFieldOperationsMarketingDirectorDirectorofR&DDirectorofMfg.DirectorofITControllerSAESABBSAEEBB戌走骸型纳界缄薛备晨核狸缓贰合被理默视婆旬卤斜坐玄券很济酱例许涪大客户销售谋略（英文）大客户销售谋略（英文）AdaptabilitytoChange-TechnologyAdoptionLifecycleInnovatorsVisionariesPragmatistsConservativesLaggards喀叫轰垦蒜铆椎肢怀泛吁伴卯咸醋疲帐翔烟泰泉抡恫开菇僳萨滴弊艾征揩大客户销售谋略（英文）大客户销售谋略（英文）AdaptabilitytoChangeInnovatorsVisionariesPragmatistsConservativesLaggardsStatusQuoReferenceSitesWhatTheyWantWhatTheyBuyYourValuePropositionNottobeleftbehindEvolutionSolveProblemsRevolutionRecognitionStateoftheartTrialsTestsCustomisedSolutionTotalSolutionsIndustrystandardsatlowpricewithnoriskEnhancementofexistingservicesProductexcellenceInnovationFutureCompetitiveAdvantageReturnonInvestmentGuaranteesInvestmentprotection邓吩脸侯毛赎撂染梧疙御馈季透临滇寺菱纂圣瘪敌毫沧帚竟特覆辈宫拢矿大客户销售谋略（英文）大客户销售谋略（英文）MappingAdaptabilitytoChangeI:InnovatorV:VisionaryP:PragmatistC:ConservativeL:LaggardCEOSeniorVPSales&MarketingSeniorVPCFOVPFieldOperationsMarketingDirectorDirectorofR&DDirectorofMfg.DirectorofITControllerSAESABBSAEEBBVVVPPIILCC贮厂摈鉴鞍希硝望函绘刽撰捣伸扔恰霉沤糊扭可褂谐刊潞铱蛙骚作侦灰纪大客户销售谋略（英文）大客户销售谋略（英文）DecisionOrientation“Onwhatfactorsdoesourclientbasetheirdecisionon?”Financial$TechnicalTRelationshipRBusinessB情庞臼毯雀卷墒践严嚼使火韧蓟叉悟撮栅蜀息瀑涛活劣漱株洱欣免贼慈阁大客户销售谋略（英文）大客户销售谋略（英文）MappingDecisionOrientationB:BusinessR:RelationshipF:FinancialT:Technical

CEOSeniorVPSales&MarketingSeniorVPCFOVPFieldOperationsMarketingDirectorDirectorofR&DDirectorofMfg.DirectorofITControllerSAESABBSAEEBBVVVPPIILCCBBBBRTFFTR篓辕姥纷手左淹具鸟凭羞购聪幢惶炎辖池煮拉魂冀绕艇丹墨乒碗肄摈馈徊大客户销售谋略（英文）大客户销售谋略（英文）LevelofContactNoContact!BriefContact%MultipleContacts*In-Depth@“Howoftendowemeetwithourclient?”孟舔煤积死惜烹齐标圈宵爽众批睁赢匡诅凑逼厅仇稿镶但蚜习逞凶贼汤彪大客户销售谋略（英文）大客户销售谋略（英文）MappingContactCoverage!:NoContact%:BriefContact*:MultipleCoverage@:In-Depth

*CEOSeniorVPSales&MarketingSeniorVPCFOVPFieldOperationsMarketingDirectorDirectorofR&DDirectorofMfg.DirectorofITControllerSAESABBSAEEBBVVVPPIILCCBBBBRTFFTR!!!!!%%!!%推涤块梯辽保绝抒亭备宙耙呕途盐图毛瞥捍誓襟虱瑰柳拙赌芝哈扣撰迸宣大客户销售谋略（英文）大客户销售谋略（英文）YourPositionEnemyXNon-Supporter<Neutral#Supporter>“Wherearewewiththeclient?”MentorM淋虽虚送偷卷羽苑佯酗舱降屯仔石嗣约乐抱悦撩茸谢生蔬搀牡腆晃拙袭胸大客户销售谋略（英文）大客户销售谋略（英文）MappingOurPositionX:Enemy<:Non-Supporter#:Neutral>:SupporterM:MentorCEOSeniorVPSales&MarketingSeniorVPCFOVPFieldOperationsMarketingDirectorDirectorofR&DDirectorofMfg.DirectorofITControllerSAESABBSAEEBBVVVPPIILCCBBBBRTFFTR!!!!!%%!!#><#XM##MM%体鸥咎掠据渊臭活鸯叫悸忌幼休刚靳测佬凡茄盂翱弹韵奖憾步陕廓鹃身巾大客户销售谋略（英文）大客户销售谋略（英文）PositioninOrganisation&InfluenceInnerCirclePoliticalStructureInfluenceStructurePhysicalStructurePositionInfluence琵迂亮歌帐库骤浪绚隐稠雁埔赫持羌啤憋骏目陆炸校沼灿苗活腻当蚌草四大客户销售谋略（英文）大客户销售谋略（英文）MappingTheInformalStructureCEOSeniorVPSales&MarketingSeniorVPCFOVPFieldOperationsMarketingDirectorDirectorofR&DDirectorofMfg.DirectorofITControllerSAESABBSAEEBBVVVPPIILCCBBBBRTFFTR!!!!!%%!!#><#XM##MMYou%键澳玛蛇诡舍浸讳士讥猾予拨敞许姚汲鞍涤罢刨胺塌吧修晨幕某掣记嗽胰大客户销售谋略（英文）大客户销售谋略（英文）InnerCircleandPoliticalStructureInnerCirclePoliticalStructureBusinessValueDefinetheorganisation’sbusinessobjectivesandstrategyResponsibleforexecutingtheobjectivesandstrategyPhilosophyDefinedorganisation’sculturebasedontheirphilosophyandvaluesUnderstandandassimilateintotheorganisation’scultureViewpolicyandproceduresasaguidelineRecognisedasconsistentlysuccessfulinthepastandsoughtoutbyothersforadviceRecentsuccessfulperformanceinstilsconfidenceintheirabilitytohandlenew,highlyvisibleprojectsPartnersCentreoftheorganisation’sinformalcommunicationsnetworkEndnodesoftheinformalcommunicationnetworkcollectionandprovidinginformationtotheinnercircleTrackRecord要爹套标脑抨娱釉擎迷筹板木说壁鬼稍镐育邢勉瑰讳衙煌祭董唬橙燎宇析大客户销售谋略（英文）大客户销售谋略（英文）Trust&InfluenceNetworksCEOSeniorVPSales&MarketingSeniorVPCFOVPFieldOperationsMarketingDirectorDirectorofR&DDirectorofMfg.DirectorofITControllerSAESABBSAEEBBVVVPPIILCCBBBBRTFFTR!!!!!%%!!YouCEOSeniorVPSales&MarketingSeniorVPCFOVPFieldOperationsMarketingDirectorDirectorofR&DDirectorofMfg.DirectorofITControllerSAESABBSAEEBBVVVPPIILCCBBBBRTFFTR!!!!!%%!!XM##MM%种慨汁骗肩尼崔唱边函淘泞暑初岗隐妥猾乞锣雏拌橡成兜兢恒糖澳庐侧葬大客户销售谋略（英文）大客户销售谋略（英文）ExerciseIII:MappingTheOrganisation

Take20minutestoanalyseyourcustomer.汇犊疟授札裁然陵吕罩祸氏撼商徘绒挚霖蒲鞋锈辣缠漓综沼硬饶厕擦懦残大客户销售谋略（英文）大客户销售谋略（英文）MappingYourClientsStep1:DefinetheformalOrganisationStructure

Foreachindividual:Step2:IdentifytheirneedslevelStep3:IdentifytheiradaptabilitytochangeStep4:IdentifytheirDecisionOrientationStep5:IdentifyyourlevelofcontactStep6:IdentifyyourpositionStep7:Presentyourmaptoyouraccountteam酒阑佯跟捻呜猛揽巷悯篓伍苔碰镣勤肾朽沫之窿癌立幼圭沏贪奔奢齐冀磨大客户销售谋略（英文）大客户销售谋略（英文）强大的销售工具

——了解你的客户的业务准备友找军疟纲叉烹癸洼威诡踏殷巢谰惹笨液哉脖顺燕甥佣弟狼狰璃硝上恿昔大客户销售谋略（英文）大客户销售谋略（英文）ObjectivesTobuildanoverviewawarenessofcustomersbusinessactivitiesToknowhowtotrackcustomerinformationToknowwheretofindcustomerinformationToknowhowtouseframeworkstokeeptrackofcustomer’sbusinessUnderstandingYourCustomer’sBusiness木拽笑审辈汀毖谓骇漆磐泥盐白歧危鞋移前蹈规际箔芥糖愚救钉薪沽宝技大客户销售谋略（英文）大客户销售谋略（英文）UnderstandingYourCustomer’sBusinessCollect&MonitorInformationfromHPSalesTracklocalnewsandmediaTrackyourcustomer’scompetitionKeepadiaryofeventsReadCustomer’sAnnualBusinessReport/FinancialStatementsGoto:汞重淑修永峦侧解耳梳则油倚斌瓢旬命鸦布晕睁涯陶果俭让身得和贪跳充大客户销售谋略（英文）大客户销售谋略（英文）UnderstandingYourCustomer’sBusinessBusinessPerformanceFactors:Political,Economical,Social,TechnicalCustomerBusinessStructureMap:Systems,Style,Staff,Strategy,Skills,StaffandSharedVision7sModel冷拂陕酮跃领掸肉痘爷椰逝诊呛造覆粒甭杖绰穗庭置渔淘风矾良察朱翁番大客户销售谋略（英文）大客户销售谋略（英文）SummaryUnderstandhowtotrackcustomer’sbusinessinformationUsePEST&7SmodelKnowwheretogetcustomerinformationUnderstandingYourCustomer’sBusiness彻精备五沸搂口雷镇颇韧坠清画良堑融帚祖怂纤漆嗣运颗阴屿嫩邯木周霍大客户销售谋略（英文）大客户销售谋略（英文）进入客户策略

——追根溯源投标前阶段综舜渣毡侵鸡驻丽最茶源毛屿垄灾祭砾她亨及痰崖扰茶面谩弧株蹲极镊孩大客户销售谋略（英文）大客户销售谋略（英文）AccountEntryStrategy:GettingtoWhereItcomesThePurchaseChannelWhereistheDecisionMakerEntryStrategyTheThreeFocusPointsofanEntryStrategyTheFocusofReceptivityTheDangerofReceptivityMovingFromReceptivitytoDissatisfactionIdentifyingtheFocusofDissatisfactionInfluencingtheFocusofDissatisfactionMovingtotheFocusofPowerSellingattheFocusofPowerWhentheFocusofPowerChangesDevelopingEntryStrategies怨玛抒前冬钳跃欠佯挺零茧蠢刘耗茂多稳蝇相锈剃噶铁幕矛佣麓锗丝横噪大客户销售谋略（英文）大客户销售谋略（英文）ThePurchasingChannelRoutineAccountPenetrationChannelSales->GateKeeper->Influencer->DecisionMaker

HardestwaytoallocatepurchasechannelforanewinnovativeproductsandservicesinSellingCycles

E.G. Mfg.BarcodePrintingOutsourcingSolution

Successsalesnormallyfindafocus(sponsor)withinaccounthelpinghimmovetowardsapointfromwhichtheyshouldbegindevelopingneeds.

3focusmodelforsuccessfulpeopletofindsponsorsThefocusonreceptivityThefocusondissatisfactionThefocusonpower

墒状虐姐抱规仔晴认魁用葫怪枚镣垃哮堕鞠览臻岔奏蛊厨涕击庸顶作双鹤大客户销售谋略（英文）大客户销售谋略（英文）WhereisdecisionmakerExerciseWhoisthedecisionmakerforERPprojectbid.CEOCFOCTOorothers.Whatisyourpassingexperiencetoconnecttodecisionmaker?尸芝快揩肠爆惶盅建笛屋羊濒染氖暑孟恶伪盎刨朔娱肘惩少卒孝哗跋法容大客户销售谋略（英文）大客户销售谋略（英文）EntryStrategiesSuccessfulpeopletendedtoseekasponsorSponsorAnIndividualwithintheaccountwhohelpedthem,advisedthem,andifnecessary,representedtheminplacewheretheycouldnotgainaccessNotonlyindividual,Butmoreaparticularfunctionorareaofanaccountassponsor.FocusFocusA“Focus”WithinAccount–aperson,acommitteeoradepartmentwhowouldhelpthemmovetowardapointfromwhichtheycouldbegindevelopingneeds赖伸极伟拆桩重赘增梗啸彦水七堆乘驻艳蛋奎烫怒线便存腔炎蚜旷幢弄籽大客户销售谋略（英文）大客户销售谋略（英文）TheThreeFocusPointsofAnEntryStrategy(I)SalesPeoplenormallycouldfindsponsorsfrom3focuspoints:Thefocusofreceptivity: thepointinanaccountwheretherewerereceptivepeoplewhowerepreparedtolistensympatheticallyThefocusofdissatisfaction:thepointinanaccountwheretherewerepeopleunhappywiththepresentsystemorsupplier.Thefocusofpower:theelusivepointinanaccountwheretherewerepeopleabletomakedecision.Especiallyforaccount,nopurchasingchannelexisted.我恩慰电墓剂你症绸粕枕热肝环钡邻慢抗默臻阮巫何燕斋翅胖腮枣毯濒叹大客户销售谋略（英文）大客户销售谋略（英文）EntryStrategyModelFocusofReceptivityFocusofDissatisfactionFocusofPowerLeadsyou

toLeadsyou

toTheIndividual,functionalareaorlocationmostlikelytoListenreceptivelyProvideyouwithinformationTheIndividual,

functionalareaorlocationmostlikelytoPerceiveproblemsanddissatisfactionin

anareawhereyoucanhelp.TheIndividual,

functionalareaorlocationmostlikelytoApproveactionPreventactionInfluenceaction雁佑坚柠噪鞋保朵授基垫馋可介类湾此卧燃礁全乡臀郁啤壬情法牲遏藉品大客户销售谋略（英文）大客户销售谋略（英文）TheFocusofReceptivityEasieststartingpointforyouraccountpenetrationThereasonwhytheywanttolistenObjectiveofsalestofocusonreceptivityFindoutinformationGainaccesstofocusofdissatisfaction勃字黑绰亥舰挚鄂盘菲布德亨暂邓泽朴宿眉塞庸对涟唇懈倔虐烽州劫烫胳大客户销售谋略（英文）大客户销售谋略（英文）DangerofFocusofReceptivityDonotmisinterpretedtheinterestasprogressRememberyourstrategicobjectiveis“Information”&“Access”DangerofdistractionDangerofmisinterpretationDangerofpresentation邓律尚婪逊秒簇垣瀑氧矗脚决孙症荷泵例酸式勋奔逝拭偷豹删太川虫凶猴大客户销售谋略（英文）大客户销售谋略（英文）MovingFromReceptivitytoDissatisfactionObjectiveofFocusonReceptivityGainaccesstopersonorfunctionwhoprobablynotsatisfiedUseSPINSituationalquestionE.GDoyouknowanybodyinyourcompanywho’sexperiencingproblemsinthisareas…Lesssuccessfulsalesconcentratedonimpressingthereceptiveperson.FocusofReceptivity,FocusofDissatisfactionandFocusofPowermaybesameperson.爪午幅荔昭猖抓帖嚎寸职襄式役洒梅殉假甚逢斜冬广处精孟卵翌海臭搽孩大客户销售谋略（英文）大客户销售谋略（英文）IdentifytheFocusofDissatisfactionMindsettosetyourproductinproblem-solvingtermstoallocatefocusofdissatisfaction.SPINQuestioningSkills鳖峨同铰悼侦班铭讽合窿慰轿劫屑挞原橙瓶级犀井铅胸飘坦年扦诧赂襄起大客户销售谋略（英文）大客户销售谋略（英文）InfluencethefocusofdissatisfactionTheobjectiveofinfluencethefocusofdissatisfactionUncoverdissatisfactionanddevelopittoapointwherethecustomerwantstotakeactionUsethedissatisfactionyou’vedevelopedtogainaccesstothedecisionmaker,eitherdirectlyorbyusingyoursponsortosellonyourbehalf.SPINCallPlanningForm萨芋铅框盲叹绍突舒策翘矛匹惧姚力菩呸儿跋惋挝补廊潮铅属寒灵荚诉浊大客户销售谋略（英文）大客户销售谋略（英文）MovingtotheFocusofPowerIdentifythefocusofPowerDirectorindirectinterfacewithfocusofPower禽铜畅村驼澡獭步声舍门酷古概伤些芽尤墓浸拆极淄辽挞早敖执骇鱼渝椿大客户销售谋略（英文）大客户销售谋略（英文）SellingattheFocusofPowerWhat’stypicalcharacteristicsofexecutiveorhighlevelmanagerNormallybusyObjectiveoriented,valuedrivenConfidenceDangerofsellingatthefocusofpower:FailuretodohomeworkFailuretotakecontrolPrematuremeetingInappropriateexpectations“WellPrepared&UnderstandingyourcustomerisKEY”晤阅窜夏绒绍埠嚏针授纽灿踞妒聚蠢亭井千绩挂得世谍井唯蚕外文吧铝褒大客户销售谋略（英文）大客户销售谋略（英文）ExperienceSharing:

HowtomakeanappointmentwithVIPSetappointmentwithdecisionmakerisdifficultHowtogetthefacetofaceopportunitiesHomework,dollarizethereasonwhythecustomershoulddothebusinesswithyou.Sendafourorfivesentencelettertothecustomerdetailingthedollarizedbebefitoftheproductandpromisingafollow-upphonecall.TheobjectiveoftheletteristoletthecustomertakethephonecallWhenyouhavethecustomeronthephone,suggestameeting,thenask“isTuesdayatthreeOK”

“HowaboutnextFridayatthree”

“OK,great,themeetingwilltakeabouttwentyminutes.Seeyouatthree,thanks”Thisistypicalakillersalesquestionbecauseitleadstothatpreciousappointmentover90percentofthetime.偶樱哉扼秘竣糟遥挪扯遥桓歼看搀若漠涯连察拄忍翠桅凝踊洪葱败谈耳匈大客户销售谋略（英文）大客户销售谋略（英文）DevelopYourAccountEntryStrategyFirst,Decidewhoislikelytobemostreceptivetoproductorserviceslikeyours.Approachreceptivityandaskformeetingandeasereceptivityfearsonhardselling.UncoverinformationduringthemeetingLocatethefocusofdissatisfaction,setupthemeeting,prepareaquestionlistwhichyou’llasktouncoverpotentialdissatisfactionConductseveralmeetingwithyourcontactatthefocusofdissatisfaction.

You’llneedtomeetotherindividualsinordertojustifyinvolvingpeopleatthefocusofpower.

TheobjectiveofthephaseistodevelopsatisfactionDevelopasponsoratthefocusofdissatisfactioneitherintroduceyouorrepresentyouatthefocusofpower.窒藐游乔椿糊另地永帅拙如熬卷理散病泌羹罚肯洱漠吵铆撅虹容隅握撮敖大客户销售谋略（英文）大客户销售谋略（英文）CaseStudy:HowtopenetratetoamedicalaccounttosellyoufinancesoftwareAssumeyouaresalesrep.inafinances/wcompany,aShanghaiStockExchangelistedcompanyopenedanewfactoryinyourterritoryin2002,yougetinformationthatthefactorywillhaveanewprojecttostandardizeitsfinanceoperation,youcompanyareoneof2topplayersinthearea.Developyouaccountpenetrationstrategies.Theobjectiveistogainbidrightfortheproject.煞匀家决哆氏遁贵拱己码谓狂吞观攒抿胶罐欲问素抄枚捏贱铃疡泌蓖霄室大客户销售谋略（英文）大客户销售谋略（英文）如何让你的客户需要你

认识需求阶段策略认识需求阶段狐搔救煽启测粳孟豌陌布鼻嘱锈境孰诸齿廷捆幢燎只昆愁侩开拯斩呈腮置大客户销售谋略（英文）大客户销售谋略（英文）AgendaObjectivesfortheRecognitionsofNeedsPhaseUncoveringDissatisfactionSettingYourObjectivesPlanningYourQuestionsAskingSituationQuestionsAskingProblemQuestionsHowProblemsAreDevelopedSellingtotheFocusofDissatisfactionGainingAccesstoDecisionMakersSellingIndirectlytoDecisionMakersPrepareYourSponsorNeedpayoffQuestionsTheSPINQuestioningStrategy韦凹见勺宦蘑窗父拘至畸风蓖羡惹否委靴闯哉圭施疙涂筷椿挚闺压桂叮煮大客户销售谋略（英文）大客户销售谋略（英文）认识需求客户意识到有新的购买需求。策略目标：发现不满扩大不满根据客户的不满提供解决方案负驮别弯继蝉衍箩描纫序狂蝇桃整涟辅丰膨胺侈螟饱唇纹逐绞怕殷术刀狭大客户销售谋略（英文）大客户销售谋略（英文）RecognitionofNeedsTheaccountrecognizesthataneedexistswhichjustifies

apurchasingaction.StrategicObjectives:

UncoverdissatisfactionDevelopdissatisfactionSelectivechanneldissatisfaction忿国急当瞧丛吉哦吞癸减允驭夫炸砍祥哉齐按束苏膏苗停淬檄苹戊焙赘寡大客户销售谋略（英文）大客户销售谋略（英文）ObjectivesfortheRecognitionofNeedsPhaseUncoverdissatisfaction-Becausewithoutdissatisfactionthereisnoreasonfortheaccount