重点客户如何销售(英)研究.ppt

TAS.STD.OTE.070.01.120597.060100.ppt TAS Introduction TAS.STD.OTE.070.01.120597.060100.ppt Welcome toTarget Account Selling? Program Objectives Program Map Sales Return on Investment Versatility Development Not in Control Opportunity Assessment 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 Introduction Four Key Questions - The 4 Principles of Selling Is there an opportunity? Can we compete? Can we win? Is it worth winning? Is There An Opportunity? #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 customer’s business? Can We Compete? #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 customer’s terms? Has the customer confirmed their understanding of the value we will deliver? How does this value differentiate us from our competitors? Developing Your Value Proposition Value = Benefits - Costs/Risks/Consequences Value Proposition Templates Sample Value Propositions Can We Win? Is It Worth Winning? Opportunity Assessment Individual Exercise: Current Opportunity Opportunity Assessment Business Partners The Partner’s Role in Your Value Chain Partner Assessment Worksheet Team Activity: Analyze Your Business Partners Strategy Purpose Provide you with a framework for developing a wi