整体方案销售技巧(Solutionselling).ppt

《整体方案销售技巧(Solutionselling).ppt》由会员分享，可在线阅读，更多相关《整体方案销售技巧(Solutionselling).ppt（32页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、Solution Selling Version 2001 2001 Sales Performance International All rights reservedMSSforPartnersOverviewSOLUTIONSELLINGSolution Selling Version 2001 2001 Sales Performance International All rights reservedTrademarkNotice:Thisisacurrentnon-exclusivelistingoftrademarksownedorlicensedbySalesPerform

2、anceInternational,Inc.Anyquestionsconcerningtheuseofthesetrademarks:whetheranamethatdoesnotappearonthislistisinfactatrademarkofSalesPerformanceInternational,orcommentsconcerningthismanual,workshoporpresentationshouldbereferredtoSalesPerformanceInternational,Inc.intheUnitedStatesatthefollowingaddress

3、:SalesPerformanceInternational,Inc.6230FairviewRoad,Suite200Charlotte,NorthCarolina28210USASolutionSellingisaregisteredtrademarkofSolutionSelling,Inc.,aProvantCompany,usedunderlicensetoSalesPerformanceInternational;SolutionSellingSalesManagementProgram,SolutionSellingAutomation,SolutionSellingFinanc

4、ialServices,SituationalFluencyPrompter,9BlockVisionProcessingModel,PainChain,PipelineMilestoneWorksheetaretrademarksandservicemarksofSolutionSelling,Inc.,aProvantCompany,usedunderlicensetoSalesPerformanceInternational.Allotherreferencedmarksarethoseoftheirrespectiveowners.Thisdocumentmaynotbereprodu

5、cedinwholeorinpartwithoutthepriorwrittenconsentofSalesPerformanceInternational,Inc.CreditandCopyrightiiSolution Selling Version 2001 2001 Sales Performance International All rights reservedSolution Selling Version 2001 2001 Sales Performance International All rights reservedPrefaceAspartoftheworldwi

6、deIntegratedSolutionSellinginitiative,MicrosoftisimplementinganewapproachtosellingMicrosoftproductsandsolutionscalledMicrosoftSolutionSelling(MSS).BecauseBusinessPartnersplayanimportantpartinthesaleofMicrosoftsproductsandsolutions,MSSisnowbeingofferedtoMicrosoftBusinessPartners.Thispresentationisint

7、endedtocreateanawarenesswithintheMicrosoftBusinessPartnercommunityofMSSforPartnersaswellasadesiretoengage.ItisintendedtobeanOverviewanditisnotintendedtobeaformoftraining.Solution Selling Version 2001 2001 Sales Performance International All rights reservedCustomersandcompetitorsdemandwechange:Custom

8、erswanttrustedadvisors,notvendorsManycompetitorsfillthatroleWeneedtosellmoretoLinesofBusinessExecs-theyhavethemoneyanddrivemostnewITacquisitionsLOBExecsbuysolutionstotheirbusinessproblems,nottechnologyWearesuccessful,whychange?Solution Selling Version 2001 2001 Sales Performance International All ri

9、ghts reservedBuyerstellmeourservicescosttoomuchandtheycouldntcostjustifythem.”Theywouldntletmeinattherightlevel.”Theconsultantdidntdoagoodjob.”Ilosecontrolofourprospectsattheendofthesellcycle.”Wegotintoolate.”Theprospectdidntknowwhattheywanted.”Wemissedtheneedsofcertaincommitteemembers.”Igetanopport

10、unitystartedandourresellersdroptheball.”Mymanagertellsmewhattodo,NOThowtodoit.”Mycompetitionsellsface-to-facewhilemymanagerforcesmetoselloverthephone.”Managementdemandsdetailedwrittensalesforecasts-dotheywantmetosellorfilloutforms?”Prospectscanbuythesamecapabilitiesfromsomeoneelse,soIhavetooutsellmy

11、competitiontowinthebusiness.”“SellingDifficultiesCanyourelate?Solution Selling Version 2001 2001 Sales Performance International All rights reservedItisbecomingincreasinglydifficulttopredictrevenue.”Mysalespeoplearecomfortablecallingtechnicalandendusersbutareineffectivewithexecutivemanagement.”Welos

12、etonodecisionmorethantoanysinglecompetitor.”Onlyafewofmynewhiresdevelopintotopproducers.”Salespeopleneedtechnicalpeoplewiththemontoomanycalls.”Marketingeffortsareoutofsynchwithoursalesefforts.”Salespeopleblamelossesontheproduct.”Assoonasthepipelinelooksgood,prospectingstops.”Itisdifficulttofindnewop

13、portunities,soweenduprespondingtoRFPswiredforourcompetition.”BythetimeIgetaskedtogetinvolvedtherepisalreadylosing.”Mysalespeopledontknowwhentodisqualify(orqualifyout).”Weselltechnologythatbuyersdontfullyunderstandtohelpthemaddressproblemstheydontknowhowtosolve.”“ManagingDifficultiesCanyourelate?Solu

14、tion Selling Version 2001 2001 Sales Performance International All rights reservedObjectivesofMSSforPartnersToenableMicrosoftandMicrosoftBusinessPartnerstoincreasesalesproductivity.Specifically,MSSforPartnersisasalesprocessdesignedtohelp:GenerateinterestGenerateinterestinMicrosoftrelatedofferingsinM

15、icrosoftrelatedofferingsIdentifyanddiagnoseIdentifyanddiagnosecustomercriticalbusinessissuescustomercriticalbusinessissuesCreateCreateadesireforasolutionthatwilladdressacustomerscriticalbusinessissue(s)adesireforasolutionthatwilladdressacustomerscriticalbusinessissue(s)ChangeChangeacustomersbiasedvi

16、sionofacompetitivesolutionacustomersbiasedvisionofacompetitivesolutionCreateCreateavaluepropositionavaluepropositionGainaccessGainaccesstodecision-makingauthorityorinfluencetodecision-makingauthorityorinfluenceDifferentiateDifferentiatethemselvesfromcompetition,byhowtheysellinadditiontowhattheysellt

17、hemselvesfromcompetition,byhowtheysellinadditiontowhattheysellCloseClosemoreopportunitiesbotheffectivelyandefficientlymoreopportunitiesbotheffectivelyandefficientlyQualifyQualifyeachstepofthesalescycleeachstepofthesalescyclePredictPredictrevenueattainmentmoreaccurately(Randomeventsproducerandomresul

18、ts.)revenueattainmentmoreaccurately(Randomeventsproducerandomresults.)andappearasonesalesteam.Solution Selling Version 2001 2001 Sales Performance International All rights reservedMSSforPartnersPositioningThisprocessisbuiltonhowbuyersbuy,whichdifferentiatesitfromothersalesmethods.Itisapplicableforse

19、llingproducts,services,andintangibles.Theprocessisdesignedtohelpdifferentiateyoufromyourcompetitorsbythewayyousell.IntheMSSforPartnersworkshop,participantslearnandpracticeconceptsandjobaidsimmediatelyapplicabletotheirjob.MSSforPartnersistheFieldSalesExecutionModeltodriveMicrosoftIntegratedSolutionSe

20、lling(ISS).Solution Selling Version 2001 2001 Sales Performance International All rights reservedThefollowingslidesaretakenfromtheMSSforPartnersworkshopSolution Selling Version 2001 2001 Sales Performance International All rights reserved“TalentAssessment”80%20%KEYTOSUCCESSISPROCESSEAGLESJOURNEYMENS

21、olution Selling Version 2001 2001 Sales Performance International All rights reservedIntegrationofKnowledgeandSkillsbytheSellerfor“Eagle”PerformanceWHATBUYERSSHOULDEXPECTFROMSELLERSSITUATIONALKNOWLEDGECAPABILITYKNOWLEDGEPEOPLESKILLSSELLINGSKILLSHOWDOWEINTEGRATE?SituationalFluencySolution Selling Ver

22、sion 2001 2001 Sales Performance International All rights reservedCURRENTACTIVEREALEVALUATIONS*PowerPersondrivenBusinessissuesdefinedRequirementsonpaperEvaluationteaminplace*NotLookingLookingHOWMANYSHOULDBELOOKING?ConceptualSalesTerritorySolution Selling Version 2001 2001 Sales Performance Internati

23、onal All rights reservedRequirementsVendorAVendorBVendorCHowOrganizationsBuySolution Selling Version 2001 2001 Sales Performance International All rights reservedSalesProcessFlowchartStartingPointsYesNoNoYesAtPower?Develop/manageEvaluationPlan(sampleplansteps)-Summarizefindings-ProofofMicrosoftcapab

24、ilities-Implementationplan-Developinitialvalueproposition-Determinesuccesscriteria-Legal/technical/admin.approval-ReviewroughdraftproposalYesPre-callplanning/researchStimulateinterestSalescalltodefine“Pains”orCriticalBusinessIssuesDiagnoseandcreatevisionofMicrosoftbiasedsolutionReachfinalagreementId

25、entifyopportunitiesMeasuresuccesscriteriaLeveragenewopportunitiesAccesstopowerActiveopportunitiesOpportunityassessment/competitivestrategiesReengineervisionwithMicrosoftdifferentiatorsGo?NoOVERVIEWActiveLatentSolution Selling Version 2001 2001 Sales Performance International All rights reservedBuyin

26、gPhasesNeedsCostProofRiskNeedsPriceProofRisk(PHASEI)DEFINENEEDS(PHASEII)EVALUATESOLUTIONS(PHASEIII)EVALUATERISKLEVELOFCONCERNShiftingBuyerConcernsSolution Selling Version 2001 2001 Sales Performance International All rights reservedPHASEIIPHASE1PHASEIIIDetermineneedsDoIneedtochange?WhatdoIneed?Howmu

27、chwillitcost?EvaluatesolutionsIstherereallyasolution?Whichonemeetsmy needs?Howdowejustifyit?TakeactionShouldIdoit?Whataretheconsequences?AmIgettingthebestprice?BUYER:DevelopneedsCreateorreengineerbuyingvisionwithbiasQualifybuyingprocessProveDemonstratehowcapabilitiesmeetbuyervisionFacilitatevaluejus

28、tificationCompletethesaleWhynow?Whyus?HelpbuyerdealwithfearofconsequencesSELLER:AlignmentofBuyingandSellingPhasesSolution Selling Version 2001 2001 Sales Performance International All rights reservedProspectingNeedDevelopmentProofManagementBuyingProcessQualificationBuyingProcessControlNegotiatingClo

29、singALIGNMENTDISQUALIFICATIONVisionCreationVisionReengineeringKeySellingSkillsSolution Selling Version 2001 2001 Sales Performance International All rights reservedMSSSalesProcessFlowchartStartingPointsYesNoNoYesAtPower?Develop/manageEvaluationPlan-Summarizefindings-ProofofMicrosoftcapabilities-Impl

30、ementationplan-Refineinitialvalueproposition-Determinesuccesscriteria-Legal/technical/admin.approval-ReviewroughdraftproposalYesPre-callplanning/researchStimulateinterestSalescalltodefine“Pains”orCriticalBusinessIssuesDiagnoseandcreatevisionofMicrosoftbiasedsolutionReachfinalagreementIdentifyopportu

31、nitiesMeasuresuccesscriteriaLeveragenewopportunitiesAccesstopowerActiveopportunitiesOpportunityassessment/competitivestrategiesReengineervisionwithMicrosoftdifferentiatorsGo?NoMSSWITHJOBAIDSActiveLatentNoYesBPBPBPBPBPBPKey points to determine Business Partner involvement=KeyPlayerListReferenceStoryP

32、ainChainPainSheetReferenceStoryInterestCreatingStInitialValuePropKeyPlayersListReferenceStoryKeyPlayersListPainChain9BlockVCModelPainSheetDebriefPQWNegotiatingWorksheetCallPlan9BlockVRModelPainSheetDifferentiationListAnxietyQuestionsDebriefPQWPowerLetterEvaluationPlanCallPlanOpportunityAssessmentWor

33、ksheetSponsorLetterPainChainCallPlanSuccessCriteriaReferenceStorySolution Selling Version 2001 2001 Sales Performance International All rights reservedMicrosoftprovided:Himwiththesecapabilities.Result:Capabilityneeded:(when,who,what)Hetoldusheneededawaythat.Reasons:Criticalissue:JobTitle&Industry:As

34、aresult,resellersdecreasedoverstockingcostsby12%andincreasingoverallsellthruratesthusincreasingprofitsby7%.whenoverstockingoccursresellerscouldrapidlyanalyzethemovementofproductsandreallocateinventoryfromlowtohighsalesvolumestores.Inventorylevelsincreasedattheresellerlevelwithcorrespondingcost-to-ca

35、rryandsalesvolumesweredecreasing.DecreaseinresellerprofitsCFO,GeneralBusinessReferenceStory-GeneralBusinessExampleSolution Selling Version 2001 2001 Sales Performance International All rights reservedTIMEPERFORMANCEP=PerformanceM=MoralePMSalesPerformanceOverTimeSolution Selling Version 2001 2001 Sal

36、es Performance International All rights reservedOpenControlConfirmDiagnoseReasonsVisualizeCapabilitiesExploreImpactPAINBUYINGVISIONR1(1)I1(4)C1(7)R2(2)I2(5)C2(8)R3(3)I3(6)C3(9)“FromwhatIjustheard,ifyouhadtheabilityto(summarizecapabilityvision)couldyou(achievegoal)?”“Whatiftherewereawaywhen,who,what.

37、wouldthathelp?”“Whatifyouwerealsoableto?”“WhatisitgoingtotakeforYOUtobeableto(achievegoal)?”“CouldItryafewideasonyou?”“FromwhatIjustheard(repeatthewhoandhow),itsoundslikethisisnotjustyourproblem,buta_problem!”“Isthis(pain)causing?”“Ifso,wouldnt(title)alsobeconcerned?”“Besidesyourself,whoinyourorgani

38、zationisimpactedbythis(repeatpain)andhowaretheyimpacted?”“So,thereasonsforyour(repeatpain)are?”“Isitbecause?”1.2.3.“Tellmeaboutit,whatiscausingyoutohavethis(repeatpain)?”9-BlockVisionProcessingModel-VisionCreationSolution Selling Version 2001 2001 Sales Performance International All rights reservedt

39、herearelongdelaysbetweenrunningpromotionsandmeasuringtheresults?Howlongdoesittaketogettheresultsofapromotion?Howoftenarepromotionsrun?Howlongdoesatypicalpromotionrun?Whatarethecostsinvolvedinrunningapromotion?What%areconsideredsuccessful?thediversityofpotentialcustomersanddistributionchannelsaddscom

40、plexityindevelopingmarketingcampaigns?Howmanypotentialcustomers/distributorsdoyouhave?Howmanydifferentmarketsegmentsdotheyrepresent?Howmanyofthosesegmentsareyouabletoreachwithacustomizedmessage?Whatisthedifferenceinreturnbetweenabroadcampaignversusatargetedcampaign?thereisdifficultyineffectivelycrea

41、tingtherightpromotionfortherightaudience?Howoftenarepromotionsrun?Howoftenarepromotionschanged?Towhatextentareyouabletocustomizeapromotion?Doallstoreshavethesameproductmix?Howmanystores?Whattypesofmarkets?Pain:JobTitle&Industry:OurCapability:ReasonsImpactCapabilitiesIsitbecause;Today?Isthispaincausi

42、ng.Whatif;Wouldithelpif?Unabletoattractnewcustomers/distributionchannelsVPMarketing,GeneralBusinessBusinessIntelligence1.missedgrowthrates?%?revenuestreamstoerode?#?,%?,$?IstheVPSalesconcerned?revenuestreamstoerode?#?,%?,$?erosionofprofits?#?,%?,$?IstheCFOconcerned?imageofthefirmtodecline?erodingsha

43、revalue?#?,%?,$?IstheCEOconcerned?2.3.When:Who:What:When:Who:What:When:Who:What:1.duringpromotionsyouhadawaytoanalyzeresults,measuretheeffectivenessofapromotiononadailybasisandmakeadjustmentsintimetoimproveresultsforyourdistributors?developingcampaignsyouhadawaytotargettypesofdistributorsorcustomers

44、,combinethesegroupingsbasedonseasonaltrends,geographicallocation,inventorylevels,buyinghabits(etc.)touseasabasisformoreeffectivecampaigns?planningpromotionsyouhadawaytomodelapromotionseffectivenessbeforelaunchinginordertoexecutecampaignswiththehighestpotentialforreturnbycustomerordistributortype?2.3

45、.PainSheetSolution Selling Version 2001 2001 Sales Performance International All rights reservedJan7CompleteJan7CompleteJan14Jan21Jan28Feb4Feb11Feb11Feb11Feb18Feb25Feb25March4March18March25April10OngoingMr.JimSmithPage2DRAFTAsyounotice,wewillstopandmutuallydecidetoproceedseventimes(ateach*)inthispro

46、posedevaluationplan.PhoneinterviewSteveJones(VPMarketing)PhoneinterviewJimSmith(VPSales)PhoneinterviewJohnWatkins(ITDirector)SummarizefindingstotopmanagementteamIntroduceMicrosoftBusinessPartnerandproveMicrosoftcapabilitiestotopmanagementteamPerformdetailedsurveyofcurrentsystemenvironmentandhighleve

47、lbudgetestimateSendMicrosoftlicenseagreementtolegalImplementationplanapprovalbyITDepartmentDevelopdetailedproofofcapabilitiesPresentpreliminarysolutionandcostestimatePresentrefined(initial)valuepropositionAgreeonsuccesscriteriaGainlegalapproval(Terms&Conditions)Reviewproposal“roughdraft”Presentpropo

48、salforapprovalImplementation(Deployment)kickoffMeasureSuccessCriteria*EventWeekof Go/NoGoBillableYes*YesProposedEvaluationPlan-ExampleSolution Selling Version 2001 2001 Sales Performance International All rights reservedSalesProcessFlowchartStartingPointsYesNoNoYesAtPower?Develop/manageEvaluationPla

49、n-Summarisefindings-ProofofMicrosoftcapabilities-Implementationplan-Refineinitialvalueproposition-Determinesuccesscriteria-Legal/technical/admin.approval-ReviewroughdraftproposalYesPre-callplanning/researchStimulateinterestSalescalltodefine“Pains”orCriticalBusinessIssuesDiagnoseandcreatevisionofMicr

50、osoftbiasedsolutionReachfinalagreementIdentifyopportunitiesMeasuresuccesscriteriaLeveragenewopportunitiesAccesstopowerActiveopportunitiesOpportunityassessment/competitivestrategiesReengineervisionwithMicrosoftdifferentiatorsGo?NoOVERVIEWActiveLatentNoYesBPBPBPBPBPBPKey points to determine Business P