重点客户的销售方法分析(英文版).ppt

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,09 十一月 2026,重点客户的销售方法分析(英文版),Program Objectives,Developing,and testing a comprehensive plan for your sales opportunity,Enabling,you to communicate more effectively with your team,Shifting,your sales focus from tactical to strategic,Help you win by.,Focusing,on the right issues with the right peopleat the right time,Program Map,Opportunity Assessment,Strategy,Politics,Alignment,Planning,Testing,Implementation,Program Modules,Assess the Opportunity,Set the Competitive Strategy,Identify the Key Players,Define the Relationship Strategy,Turn IdeasInto Actions,Test and Improvethe Plan,Implement the Process,Target Account Selling Process,1,2,3,4,5,6,7,Sales Return on Investment,Level 1,Level 2,Level 3,Productivity,Time,Entry,Tactical,Strategic,Competitive,Time and$,Versatility,Level 1,Level 2,Level 3,Focus,Orientation,Repertoire,Finance,Relationships,Event,Product/Service,Technology,Price,Operations,Process,Business,Services,Cost,Management,Outcome,Political,Solution,Value,Executive,Development,Status,Mode,Politics,Resources,Performance,Considered,Reactive,Aware,Premature or,Excessive,Inconsistent,Level 1,Level 2,Level 3,Preferred,Responsive,Agile,Timely&Judicious,ConsistentlyAchieves,Dominant,Proactive,Astute,High ROI,Reliably Exceeds,Not in Control,Sales,Personal,Control is providing business value for the customer while,forcing the competition to operate in react mode.,It is difficult to control external events unless you are,in control.,Unreturned phone calls,No access to information,Criteria slanted,Criteria constantly changes,Delays,Budget goes away,Questioning by customers probing your weaknesses,Players change,Meetings cancelled,Meetings delegated,Preoccupied with price,No inside support,Not knowing youre winning,Always 5 minutes late,Too many hours,Too much telephone time,Continual crisis,Not having fun,Purpose,Provide you with a structured,repeatable methodology for analyzing a sales opportunity,Benefits,Qualify opportunities faster and more effectively by analyzing them from the most critical customer,business and competitive perspectives,Invest time,energy and resources on the opportunities you are most likely to win,Communicate the key issues more effectively using a common language,Output,Comprehensive assessment of your current sales opportunity,Opportunity Assessment,Assess the Opportunity,Set the Competitive Strategy,Identify the Key Players,Define the Relationship Strategy,Turn IdeasInto Actions,Test and Improvethe Plan,Implement the Process,1,2,3,4,5,6,7,Page 2.,8,Introduction,+,A,B,C,Page 2.,9,Current:,good win rate,Potential,Z=1,Z=0,A C Compromised,X&Y Lost,Z=-1,X,Y,Z,Four Key Questions-The 4 Principles of Selling,Is there an opportunity?,Can we compete?,Can we win?,Is it worth winning?,Page 2.,10,Is There An Opportunity?,Page 2.,11,#1,Customers Application or Project,What are the customers requirements?,What are the customers key issues and objectives for the project?,Who initiated the project?Wholl be working on the project?,How does this project fit into the customers business strategy?,#2,Customers,Business Profile,#3,Customers,Financial Condition,#4,Access to Funds,What are the customers products and services?,What are their key markets?,Who are their key customers and competitors?,What is driving the customers business internally and externally?,What are their revenue and profit trends?,How do their financials compare to similar companies?,What is their financial outlook?,What are the customers key performance metrics?,What is the budget for this project?,What is the customers budgeting process?,What is the priority of this project compared to others?,What are the customers alternative uses of capital?,#5 Compelling Event,Why does the customer have to act?,What is the deadline for the customer to make a decision?,What are the consequences if this project is delayed?,What is the payback for the customer if the project is completed on time?,What will be the measurable impact on the customers business?,Business,Initiatives,Business Drivers,Business Profile,Page 2.,12,CompellingEvent,Consequences,Payback,Problems,Opportunities,Can We Compete?,#6,Formal Decision,Criteria,#7,Solution Fit,#8,Sales Resource,Requirements,#9,Current,Relationship,What are the customers decision criteria?,What is the formal decision process?,Which decision criteria are most important?Why?,Who formulated the decision criteria?,Page 2.,13,How well does our solution solve the customers problem?,What does the customer think?,What modifications or enhancements will be required?,What external resources do we need to meet the customers requirements?,How much time will the sales team need to invest on this opportunity?,What additional internal or external resources will you need to winthis opportunity?,What is the projected cost of sales?,What is the opportunity cost?,What is the status of your relationship with the customer?,What is the status of each competitors relationship with the customer?,Whose relationship provides competitive advantage for this opportunity?,How do you and each of your competitors compare to the customers view of the ideal relationship?,#10 Unique Business Value,What is the specific or measurable business result that wewill deliver?,How does the customer define value?How will they measure it?,How have we quantified this value in the customers terms?,Has the customer confirmed their understanding of the value we will deliver?,How does this value differentiate us from our competitors?,BusinessProfile,BusinessDrivers,BusinessInitiatives,Capabilities,Solution,Differen-tiation,Page 2.,14,CompellingEvents,Unique,Business,Value,Answer the questions.,Whats the issue?,How is it affecting the customer?,What are the consequences or payback?,How can you help?,Developing Your Value Proposition,Page 1.9,Increase,Costs/Consequences,Value=Benefits-Costs/Risks/Consequences,Page 3.9,Revenue,Market share,Customer satisfaction,Inventory turns,Load factor,Shareholder value,Customer base,Order fulfillment time,Expenses,Rejects/returns,Waste,Administrative costs,Number of days supply(of inventory),Time to close an order,Cycle time,Decrease,Evaluation process,Purchase price,Order processing,Expediting costs,Correcting mistakes,Acquisition Costs,Set-up and installation,Taxes and insurance,Administrative costs,Finance charges,Possession Costs,Training,Support,Maintenance,Depreciation,Disposal,Interface to other systems,Usage Costs,Affect existing businesses,Awaken their competition,Modifications to existing processes,Opportunity Costs(Risks&Consequences),Value Proposition Templates,You will be able to _ resulting in _ by implementing our _.We delivered similar results at _ which resulted in _.,By changing from _ to _,you will affect _ which means _.We will track the value delivered by _ and report it back to you _.,We can help you address _ by installing _ which will result in _.We will ensure your return on investment by _.,business initiative,specific or measurable outcome,solution,similar situation or customer,past value delivered,current situation,our solution,business driver,specific or measurable outcome,value tracking system,frequency/time,compelling event,solution,specific or measurable outcome,shared risk/reward strategy,Page 1.10,Sample Value Propositions,You will be able to,reduce the number of repeat customer service calls by,15%,resulting in an estimated,monthly savings of$3.4M,by implementing our,Siebel Call Center Application,.We delivered similar results at,United,Telecom,which achieved a,25,%,improvement in first contact call,resolution,.,By changing from,a patchwork of home grown solutions to Siebels,eBusiness suite,you will,reduce your total cost of ownership by$100M,which represents a,40%increase in Earnings Per Share,.We will establish a,metrics score card,to assist you in evaluating program performance and report it back to you at,six month intervals,.,(business initiative),(measurable outcome),(solution),(similar customer),(measurable results),(current situation),(solution),(measurable outcome),(measurable outcome),(value tracking system),(frequency/time),Page 3.13a,Can We Win?,#11,Inside,Support,#12,Executive,Credibility,#13,Cultural,Compatibility,#14,Informal Decision,Criteria,#15,Political,Alignment,Who in the customers organization wants us to win?,What have they done to indicate their support?,Are they willing and able to act on your behalf?,Do they have credibility within their own organization?,Page 2.8,Which executive(s)will affect or be affected by this decision?,How have you established trust and credibility with them?,How will you gain access to those executives?,What is your plan to gain return access to them?,What is the customers culture?,How does this compare with our company?,What is the customers philosophy towards vendors and suppliers?,Can we adjust or adapt?Do we want to?,How will the decision really be made?,What intangible,subjective factors could affect this decision?,What are the unstated issues?,Whose private opinions do we know?Which ones count?,Who are the most powerful people involved in this decision?,Do they want us to win?Why?,Are they able to influence or change the decision criteria?,Can they create a sense of urgency?How have they demonstrated this in the past?,Is It Worth Winning?,#16,Short-Term,Revenue,#17,Future Revenue,#18,Profitability,#19,Degree of Risk,#20,Strategic Value,What is the order amount?,Does it exceed our threshold?$_,When will it close?,Is it within our time frame?_ days,What is the potential for future business within the next year?Within the next three years?,Does it exceed our thresholds?,How is this project or application linked to future revenue?,How will you ensure customer promises become commitments?,What is the projected profit on this sales opportunity?,Does it exceed our profit threshold?,What impact will discounts have on profitability?,How can we improve the profitability on this opportunity?,How could we cause our solution to fail?,What are the critical dependencies in delivering value to the customer?,How could the customer cause our solution to fail?,What is the impact on our business if the solution fails?,What is the value of this opportunity to us beyond the revenue?,How does this opportunity fit in our business plan?,How can we leverage this opportunity into revenue from other companies or markets?,How will this opportunity help us improve our product or service?,Page 2.9,Opportunity Assessment,Criteria,Assessment,CUSTOMERS APPLICATION,OR PROJECT,1,UNDEFINED,DEFINED,CUSTOMERS BUSINESS PROFILE,2,WEAK,STRONG,CUSTOMERS FINANCIAL CONDITION,3,WEAK,STRONG,COMPELLING EVENT,5,UNDEFINED,DEFINED,ACCESS TO FUNDS,4,NO,YES,+,+,+,+,+,Is There An Opportunity?,HIGH,+,Criteria,Assessment,SHORT-TERM REVENUE,16,LOW,FUTURE REVENUE,17,LOW,HIGH,PROFITABILITY,18,LOW,HIGH,STRATEGIC VALUE,20,NO,YES,DEGREE OF RISK,19,HIGH,LOW,+,+,+,+,Is It Worth Winning?,Page 2.10,Criteria,Assessment,INSIDE SUPPORT,11,WEAK,EXECUTIVE CREDIBILITY,12,WEAK,STRONG,CULTURAL COMPATIBILITY,13,POOR,GOOD,POLITICAL ALIGNMENT,15,WEAK,STRONG,INFORMAL DECISION,CRITERIA,14,UNDEFINED,DEFINED,+,+,+,+,Can We Win?,STRONG,+,Criteria,Assessment,FORMAL DECISION,CRITERIA,6,UNDEFINED,DEFINED,SOLUTION FIT,7,POOR,GOOD,LOW,UNIQUE BUSINESS VALUE,10,WEAK,STRONG,CURRENT RELATIONSHIP,9,WEAK,STRONG,+,+,+,+,+,Can We Compete?,SALES RESOURCE,REQUIREMENTS,8,HIGH,Individual Exercise:,Current Opportunity,Step 1,Use your current sales opportunity and complete the,Opportunity Assessment,on page 2.11,Identify your primary competitor,Step 2,Rate your position against each criterion:,(+)if it is accurate,known and favorable,()if it is unfavorable,(?)if it is unknown,Step 3,In the shaded column,rate your competitorsposition,7/12/XX,DATE,COMPETITORS,OUR CO.,-,+,-,?,+,X-Sys,+,+,-,-,?,FINISH BY:,Page 2.10a,Opportunity Assessment,Criteria,Assessment,CUSTOMERS APPLICATION,OR PROJECT,1,UNDEFINED,DEFINED,CUSTOMERS BUSINESS PROFILE,2,WEAK,STRONG,CUSTOMERS FINANCIAL CONDITION,3,WEAK,STRONG,COMPELLING EVENT,5,UNDEFINED,DEFINED,ACCESS TO FUNDS,4,NO,YES,+,+,+,+,+,Is There An Opportunity?,HIGH,+,Criteria,Assessment,SHORT-TERM REVENUE,16,LOW,FUTURE REVENUE,17,LOW,HIGH,PROFITABILITY,18,LOW,HIGH,STRATEGIC VALUE,20,NO,YES,DEGREE OF RISK,19,HIGH,LOW,+,+,+,+,Is It Worth Winning?,Page 2.10,Criteria,Assessment,INSIDE SUPPORT,11,WEAK,EXECUTIVE CREDIBILITY,12,WEAK,STRONG,CULTURAL COMPATIBILITY,13,POOR,GOOD,POLITICAL ALIGNMENT,15,WEAK,STRONG,INFORMAL DECISION,CRITERIA,14,UNDEFINED,DEFINED,+,+,+,+,Can We Win?,STRONG,+,Criteria,Assessment,FORMAL DECISION,CRITERIA,6,UNDEFINED,DEFINED,SOLUTION FIT,7,POOR,GOOD,LOW,UNIQUE BUSINESS VALUE,10,WEAK,STRONG,CURRENT RELATIONSHIP,9,WEAK,STRONG,+,+,+,+,+,Can We Compete?,SALES RESOURCE,REQUIREMENTS,8,HIGH,Business Partners,Providing,you with access to new markets or customers,Leveraging existing relationships with key players in your customers organization,Providing new levels of expertise in specific industry segments,Expanding your ability to deliver a“whole product”or complete solution,Reducing the risks associated with the implementation of complex solutions,Business Partners can help you advance your sales campaign by,Page 1.20,The Partners Role in Your Value Chain,Solutions,Marketing,Sales,Implementa-tion,Post-Sales Service and Support,Solutions,Marketing,Sales,Implementation,Post-Sales,What solutions are available from your business partner that could enhance your ability to compete?,What competitors does this partner work with?,What market share objectives does your partner have for this market or industry segment?,What specific resources have they dedicated to this market segment?,How effective is the business partners salesperson or sales team associated with your joint business?,Has the partner assigned the appropriate resources?,Is there an agreed-to engagement process?,How are your partners implementation services structured?,What specific implementation services can be applied to your joint business?,What services are available to support the implementation on a long-term basis?,How do your companys offerings complement those of your business partners?,Page 1.21,Partner Assessment Worksheet,Is there an opportunity?,(#1-5),Understanding the customers application or project,Providing a perspective on the customers financial condition,Understanding the customers budgeting process,Creating or uncovering a compelling event,Can wecompete?,(#6-10),Can we win?,(#11-15),Is it worthwinning?,(#16-20),Knowledge of the customers formal decision criteria,Providing solutions that lead to whole products or complete solutions,Unique sales resources,Existing relationships with key players,Unique business value beyond yours,Access and credibility at the executive level,Understanding of the customers culture,Knowledge of the customers informal decision process,Access to the most influential people in the customers organization,Understanding the linkage of the project to fut