HowtoLureYourCompetitorsKeyAccountsandMakeThem.pptVIP

Some Common Responses when We Approach Prospective Customers 潜在客户的一般反应 Yes we are interested, but can it be cheaper? 我们很感兴趣，但是价格是不是可以再便宜一点？ I already got a better price from your competitor 我已经从你的竞争对手那里得到一个很好的价格了 What you are offering is good, but Im quite happy with what I have now , etc. 你所提供的产品及服务都很好，但是我很满意我现在的供应商 What are Unique Selling Propositions? 什么是“独特卖点”? When it absolutely, positively has to be there overnight! (Federal Express) 保证在隔天送到!（联邦快递） Pizza delivered in 30 minutes or its free. (Dominos Pizza) 披萨会在30分钟内送到，否则免费!（达美乐披萨） The milk chocolate melts in your mouth, not in your hand (MMs) 牛奶巧克力不在你手中，而在在你的口中融化（MMs） It Is NOT Enough Just to Have a Unique Selling Proposition 光靠 独特卖点 是不够的 知己知彼，百战不殆 Know Thyself and Thy Adversary, A Hundred Battles Fought and Not Imperil Any What is the Value of Water? 水 值多少钱？ What do Your Customers Value?你的客户会珍惜什么价值呢？ A Value is NOT a Real Value UNLESS the Customer Wants It! 客户所不惜的就不是真正的价值 The R4 of the Customers Experience 客户购买经历的R4 Reliability 可靠性 Relationship 交情与关系 Responsiveness 积极性 Resourcefulness 资源整合 The R4 of a Competitors Key Account 竞争对手的大客户的R4 Relationship 交情与关系 Customers procurement manager has a strong relationship with your competitor 顾客的采购经理和你的竞争对手即现任的提供商有着密切的关系 Competitor also sells at 15% below your price 竞争对手的价格比你的价格还低15% Reliability 可靠性 Competitor provides Reliable performance in day-to-day operations 竞争对手在日常的操作中能提供可靠的效益 Safety may be compromised if theres an accident 但是安全性可能在遇到意外时会大打折扣 The R4 of a Competitors Key Account 竞争对手的大客户的R4 Responsiveness 积极性 Competitor is Responsive when it comes to maintenance and repairs 竞争对手在提到维护和保修时他们能做出积极的反应 But their sales people only drops by when they are taking sales orders 但是他们的销售人员只是在快要续单时才前来拜访 Resourcefulness 出谋划策 Customer has yet to upgrade since they deem too expensive 客户针对升级其制造设备觉得太昂贵了 Competitor has yet to give a good response to this issue 竞争对手还没有能对此提供一个很好的回应 Your R4 in Response to Lure the Customer 你所能够引诱客户的R4 Resourcefulness 出谋划策 Work out a way for the