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1、大客戶銷售謀略O(shè)bjectiveofWorkshopUnderstandCharacteristicsofMajorAccountSellingStrategiesinWholeLifecycle,thustoShortenbid-to-winratioShortensellingcyclesMinimizediscountsandnegotiatedconcessionsEstablishclear,uniquebusinessvaluewiththecustomersReducesellingcoststhroughmoreeffectivesalesstrategiesIncr
2、easesalesperemployee-Developexpectedrelationshipwiththecustomers.Eg.StrategicPartnershipetc.AgendaDay1HowtheCustomerMakeDecisionsSPINQuestionStrategyAccountEntryStrategyUnderstandYourCustomer&TheirBusinessHowtoMakeYourCustomersNeedYouDay2Influencethecustomer’schoiceDifferentiation&Vulnerability
3、OvercomingFinalFearsSalesNegotiationHowtoEnsureContinuedSuccess客戶是如何做決策的HowCustomerMakeDecisionsTheResearchBaseTheCustomerDecisionProcessAccountStrategyintheRecognitionofNeedsPhaseAccountStrategyintheEvaluationofOptionsPhaseAccountStrategyintheResolutionofConcernsPhaseAccountStrategyintheImplem
4、entationPhaseSummaryOverviewofMajorAccountSalesStrategySalesStrategyshouldbeaboutcustomersandhowtoinfluencethem.UnderstandingandWellPreparedaremandatorytoformaeffectivesalesstrategyCustomerBehaviorgoesthroughthreedistinctphasesinmakingamajorpurchasingdecisionsRecognitionofNeedsEvaluationofOptio
5、nsResolutionofConcernsAfourthphase,follow-upinimplementationphases,ifitiswellhandled,cangeneratesignificantadditionalsalesopportunities.Eachoffourphasesrequiredadifferentsetofstrategiesandskills.WhatisSalesStrategy&WhatisMajorAccountSalesStrategyAwayofthinkinganddirectingyouractionstoeffectivel
6、yinfluencecustomerpurchasingdecisions.FocusonUnderstandingCustomerBehaviorNotProcedureortechniqueMajorAccounts20/80rulesNewCustomersPotentialCustomersExercise:ATypicalERPDealLifecyclesWhatistypicalERPDealSellingCyclesCustomerDecisionProcessWhoisMajorAccountofERPS/WTraditionalMfgOthersCustomerDe
7、cisionProcessResearchBaseNeilRackhamHuthwaite35,000salescallsin27countries10,000salesSPIN(Situation,Problem,Implication,NeedPay-off)DecisionI:RecognitionOf NeedsV ChangeOver TimeIVImplementationIII ResolutionOf ConcernsII Evaluati
