大客户销售的策略.ppt

Reduce Crucial Decision Criteria (II)Redefine When the customers tell you that a criterion is “important”, they are letting you know that it matters to them – and it is hard to change. So if you’re unable to meet the criterion well, do not make the mistake of trying to persuade a customer that it is unimportant. Attempts to talk people out of crucial decision criteria usually fail and often only make the criterion even stronger. Powerful tool - Redefine Easy to use keyboard Easy to use keyboard Good TrainingSupport User Friendly Software Ease of Use Ease of Use Redefined as Reduce Crucial Decision Criteria (II)Trade Off Creating Alternative Solutions Trading off is a useful method for handling any decision criteria which can be met only if the customer is preparing to make sacrifices in other important areas.Eg. special for pricing negotiation. Creating alternative solutions is final way to handle the criterion you can not meet, it need imagination and creativity. Reduce Crucial Decision Criteria (IV) Psychology of Four Methods Overtaking Redefining Trading Off Creating Alternative Solution Recognize that it is dangerous to challenge a crucialcriterion and concentrates instead on building up the importance of other criteria. Allows the crucial criterion to remain important to the customer, but alters its definition so that the seller can meet it more easily. Accept the importance of criterion, but shows that thereare other factors which must be balanced against it. Recognize that the criterion is important and therefore searches out new and creative ways to meet it. 差异化以及薄弱环节 更多的关于竞争性战略 方案的评估阶段 Agenda The Concept of Differentiation What’s Unique about Micro-Differentiation “ Hard” and “Soft” Differentiators Competitive Strategy with “Hard” Differentiators Speeding Up the Decision Cycle Turning “Soft” Differentiators into “Hard” The Expert Judge Blurring “Hard” Differentiators Using Differentiation in the Competitive Sale Vulnerability