大客户销售战略.pptVIP

 Strategic Selling 大客户销售战略 KEY OUTCOMES 主要目标 1. To learn the elements of Strategic analysis and learn a process for setting strong account strategies. 2. To analyze some key or important accounts and set account strategies (I.e. position now, desired position, action plan ). 1.学会战略性分析的各个要素, 以及掌握制定项目策略的流程 2.分析一些重要的, 关键的项目, 制定其跟踪战略( 如: 当前状态, 期望, 行动计划). Contents 内容 ?Introduction Buying influences Buying Influence Modes Sales Funnel Ideal Customer Strategic Analysis Summary ?介绍 买方影响力 买方影响力种类 销售漏斗 理想客户 客户档案分析表 小结 Future chock 未来的冲击和挑战中 In the selling area, CHANGE can be: in your marketplace in your customer base in your product line in your competitive position in your market strategy and tactics a combination of all or any of the above Change can be subtle erosion, a sudden event or continuous growth. 在销售领域中, 变化可以是 在市场范围方面 在用户范围方面 在产品方面 在你的竞争力方面 在你的市场策略和实施方面 或是以上一个或几个方面的综合 变化可能是细微的侵蚀, 突发的事件或持续的发展 ANALYZE THE SITUATION 组织结构分析 Identify Relevant Individuals 确认有关对象 INDENTIFY ROLE 确认有关对象的作用 WHAT IS A STRATRGIC SALE? Selling organization has many options available. Many people involved Many levels involved Buying organizations decision-making process is complex. Product being sold may be highly complex or simple, ( e.g., gas chromatograph/ mass spectrometer or Kleenex). 卖方有多个选择 多人介入 多层次介入 买方机构的决策过程复杂 所推销产品可以是很复杂也可以很简单( 如: 气体质谱仪/分光仪或手纸) STRONG STRATEGY 重要的策略 Leverages strengths ( capitalizes) minimizes or eliminates areas of uncertainty. 平衡我方优势( 可利用资源 ) 减小或消除一切不定因素 WHAT DO WE MEAN BY SETTING SALES STRATEGICS? 什么是制定销售策略? SINGLE SALES OBJECTIVE 单一项目销售MUST BE 必须是 Product / Service related Specific, clear, concise Tangible, easily measurable Tied to timeline Usually not connected by and ANS