重点客户如何销售-E.pptVIP

Page 1.33 ?2000 Siebel Systems, Inc. All rights reserved. TAS.STD.OTE.070.01.120597.060100.ppt Alter the Rules Flanking Strategy Definition A flanking strategy shifts the focus of the customers buying criteria to new or different issues that favor your solution. Guidelines/Caveats Variations Page 3.8 ? Dont play by their rules ? Must have executive support ? Make your move last ? Dont open the “playing field” ? A ? B ? Change or re-prioritize the criteria ? Move the goal post ? A ? A+1 ? Expand the scope of the decision ? Add new criteria (#6 and #14) (#6 and #14) Acknowledge and Expand Alter the Rules Page 1.34 ?2000 Siebel Systems, Inc. All rights reserved. TAS.STD.OTE.070.01.120597.060100.ppt Fragment Strategy Definition A fragment strategy divides the opportunity into smaller pieces and focuses the customer on a subset of the issues that you can address. Guidelines/Caveats Variations Page 3.9 ? Must have UBV only you can deliver (#10) ? Requires inside support (#11) ? Pick the correct base for the future (#17) ? Monitor the cost of sales (#18) ? Department/Location/Function ? Foot in the door ? Beachhead ? Compatibility with current environment ? Extend capacity ? Enhance customers investment (1+1=3) Niche Peaceful Coexistence Page 1.35 ?2000 Siebel Systems, Inc. All rights reserved. TAS.STD.OTE.070.01.120597.060100.ppt Defend Strategy Definition A defend strategy protects your position from the inevitable assault from your competitors. Guidelines/Caveats Variations Page 3.10 ? Expand your relationships to a higher level (#12) ? Support your allies (#11) ? Articulate your credibility (#12) and business value (#10) ? Beware of self-isolation ? Keep your eye on your competitors Insulate Isolate ? Improve your relationships (#9) ? Support your allies (#11) ? Extend your presence ? Contain the competition ? Create tangents/diversions ? Dilute the competitors efforts Page 1.36 ?2000 Siebel Systems, Inc. All rights reserved. TAS.STD.OTE.070.01.120597.0601