非常好的解决方案销售培训资料.ppt

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1、非常好的解决方案销非常好的解决方案销售培训资料售培训资料)A new approach to generate prospects and new business.A behaviorally-correct technique for developing buyer needs,specific to your product,service and concept.An integrated buyer-qualification model which targets access to power,committee decisions,and the negotiation of

2、 the sales cycle.A prototype for developing sales tools,specific to your products and markets,which enables sales people to succeed immediately while they gain the expertise they will need long term.A set of tools which enables management to manage pipeline,assign prospecting activity,control the co

3、st of sales,and predict future business more accurately.Sales Training Components2)Diagnostics and Power Based SellingBoth are sales models which integrate with and expand Sales Training.Diagnostics selling helps in the area of needs processing and decision management.Power Base Selling helps establ

4、ish a political influence strategy and a competitive sales strategy.3)THE TRADITIONAL PROCESSTHE DIAGNOSTIC PROCESSUNSTABLE RELATIONSHIPSTABLE RELATIONSHIPClosePresentationProblem SolvingQualifying45%35%15%5%5%10%35%50%AgreementPresentationDesign SolutionsProblem SolvingDiagnosisTraditional vs.Diagn

5、ostic4)Sales Process OverviewTarget potential opportunitiesPre-call planning and researchCreate curiosity and hopeRapport,credibility,credentialsDevelop buyer and user needsdetermine pain,critical issuesdiagnose reasons with bias toward offeringsdetermine impacts across the organization-who,how,fina

6、ncialcreate,participate in,reengineer buyer visionsclarify expectations and ownershipAgree on evaluation criteria5)Determine capabilities needed to meet buyer visionPresent offeringsBuyer acceptance of offeringsMutually agree on ROINegotiate a win/win profitable agreementImplement as agreed,measure

7、success criteriaContinue to develop relationshipUse success to leverage other opportunitiesSales Process Overview(cont)6)High Difficulty SellingConceptual/intangibleDifficult to learn and explainPerceived as expensivePerceived as complexRequires major change by buyerSold to committeesSmall organizat

8、ion selling to large7)Superior SellerSituationKnowledgeCapabilityKnowledgePeopleSkillsSellingSkillsSituational Fluency-Align with your buyer-Align with your buyer8)Basic PrinciplesNo PAIN,no ChangeDiagnose before you prescribeThree levels of Buyer PAINPeople buy from peoplePower buys from power“Prod

9、uct”=Buyer VISUALIZATIONYou cant sell to someone who cant buy9)Latent Pain Vs.PainLATENT PAINPAINCURRENTACTIVE EVALUATIONS10)Three Levels of Buyer PainLevel One:LATENT PAINLevel Two:PAINLevel Three:VISUALIZATION11)Definition of NeedsLevel One:Latent PainPotential needs for a product or service in th

10、e mind of the seller.Latent needs are usually either ignorance or rationalizations.A potential buyer is unaware that a potential solution exists or has previously attempted to find a solution and was unsuccessful.It is/was“too expensive”or“too complicated”or“too risky”,etc.Level Two:PainComplaint st

11、atements by the buyer about problems,difficulties or dissatisfaction with the existing situation,ie pain.Complaint statements indicate that the buyer knows he/she has a problem,but does not know how to solve the problem.Level Three:Vision of a SolutionCapability statements by the buyer indicating th

12、at the buyer accepts responsibility for solving the problem and specifying the precise capabilities needed to deal with the problem.The seller must participate personally in the development of the need in order for it to be a qualified need.12)Definition of Needs(cont)Vision of a SolutionNOTE:When a

13、 buyer has a vision of a solution,he does not expect the seller to solve the problem,but can now“see”himself solving the problem in his mind.He is enabled.13)Examples of NeedsLevel One:Latent NeedsPeople standing in line for transactions on their lunch hour at the bank.Inventory build-up due to obso

14、lete parts.People manually re-keying data from unlike financial systems.An entrepreneur with no disability insurance.Level Two:Pain“We are losing customers because people hate standing in long lines”.“Our inventory is much too high.”“The re-keying errors are killing us”.“Im worried about what will h

15、appen to my business if I get sick.”Level Three:Vision of a Solution“We need to be able to handle the average banking transaction in under 60 seconds”.“I need to be able to sort my inventory by date of last use.”“We need the ability to consolidate data from unlike systems without re-keying.”“I need

16、the ability to generate X dollars of income even if I am disabled”.14)Types of ApprovalSponsor BeneficiariesAdversariesLegal/Technical/AdministrativeFinancialPower SponsorPOWER15)Components of a SalePAIN+POWER+VISION+MOMENTUM+PROCESS=SALE16)How People BuyLatent PainPainVisualizationMatch VisionCost

17、JustifyOvercome Fear of RiskPrice JustifyTake Action17)Alignment of Buying&Selling PhasesPhase I Phase II Phase IIINeed Definition Evaluate Alternatives Take Action How much does it cost?Do I need to change?What do I need?Is there a solution?Which one meets my needs?Can I afford it?Should I do it?Co

18、nsequences?Is it the right price?Define their needs with our product bias.Qualify buying process.Demonstrate how product meets defined needs.Why us?Why now?BUYER:SELLER:Need Development Proof Close the Sale18)Buying PhasesTimePhase IPhase IIPhase IIISolutionRiskNeedsCostLevel of Concern19)Risk Objec

19、tionsSmile(to yourself)EmpathizeAnswer(if appropriate)Recall painRecall reasonsRecall visionRecall proofNudge20)Pain SheetPain:Situation:Our Product:Potential ReasonsImpactCapabilitiesIs it because.(reasons for the pain that align withyour product orservice capabilities)Is this causing.(impact on ot

20、her areas,depts.,people,who is impacted/concerned)What if there were away for you to.(product capabilitieslinked with reasons)21)Pain SheetPain:Failure to meet shipment scheduleJob Title:VP Mfg.,Gen Mfr.(SIC 35)Our Product:Symix Mfg.SoftwarePotential ReasonsImpactCapabilitiesIs it because.Sales is q

21、uoting unrealistic delivery dates Excessive material shortage You are planning production you dont have the capacity to meet Frequent schedule changes from mktg.Service parts forecasts are not recognized when planningIs this causing.missed revenue targets lower profits inability to accurately predic

22、t revenue Is the VP Finance concerned?losing customer orders losing customer credibility losing market share Is the VP Sales impacted?What if there were away for you to.give sales access to mfg.schedules while they enter orders notify planners/buyers in advance of potential shortages estimate bottle

23、neck resource loads before finalizing schedule show marketing the effect of a proposed schedule change include marketings service part forecast in production planning22)Pain SheetPain:Inventory Investment is too HighJob Title:VP Finance,Gen Mfr.(SIC 35)Our Product:Symix Mfg.SoftwarePotential Reasons

24、ImpactCapabilitiesIs it because.Excessive obsolete inventoryInaccurate stores and WIP inventoryManufacturing is building things it no longer needsPurchasing buys long lead time materials based on their own forecastsIs this causing.excessive WIP inventorypressure to reduce production costspressure to

25、 cust back productionpressure to reduce purchasesshortages which impact shipments Is the VP Mfg.impacted?missed customer delivery datespressure to sell what you haveinability to meet sales goals Is the VP Sales affected?What if there were a way for you to.Easily identify,locate and quantify obsolete

26、 inventoryEasily audit and verify inventory levelsReevaluate production plans dailyFind all Pos supplying unneededmaterial23)Job Title:CEOPain:Eroding ProfitsReasons:Missed ShipmentsWeaving the Pain ChainJob Title:VP ManufacturingPain:Missed ShipmentsReasons:ShortagesJob Title:Materials Mgr.Pain:Sho

27、rtagesReasons:Inaccurate inventory Order changes Uncontrolled ECNs24)Organizational“Pain Chain”Example CEOPain:Stock price is downR1:Profits are downR2:Customer erosion CFOPain:Profits are downR1:Revenue downR2:Cost of Mfg.up VP MARKETINGPain:Customer erosionR1:Cant fill ordersR2:Cant sell substitut

28、e products to customers VP MANUFACTURINGPain:Cost of Mfg.upR1:Orders for products they dont haveR2:Not selling products they do have VP SALESPain:Not meeting revenue goalsR1:Salespeople taking orders they cant fulfillR2:Cant offer substitutes to customers DIRECTOR OF MISPain:Unhappy line VPsR1:Cant

29、deliver needed applications on time MGR.APPLIC.DEVELOP.Pain:Cant deliver needed applications on timeR1:Legacy applications still on mainframeR2:Applications are not flexible to change with businessSpecific capabilities of sellersproducts and services will enable this person to deal withthese issues,

30、thus effecting a“beneficiary chain”up to thetop of the organization.25)Case Study“Pain Chain”Title:Pain:R1:R2:For your fictious prospect organization,create a“pain chain”between a minimumof four job titles.One of them should be a decision maker and a minimum of oneof them a direct user of your produ

31、ctsor services.Align a minimum of two specific capabilitiesof your offering with the reasons of the directuser(s).Title:Pain:R1:R2:Title:Pain:R1:R2:Title:Pain:R1:R2:Title:Pain:R1:R2:Title:Pain:R1:R2:Title:Pain:R1:R2:26)Reference Story FormatSITUATIONThe situation must include the persons job title a

32、nd industryCRITICAL ISSUEThe critical issue is the pain of the person above.(Anxiety words and phrases are very powerful here.)REASONSThe business reasons for the critical issue are biased to your product.VISIONIn the words of your customer the capabilities he/she/they needed to solve their problem-

33、“He/She/They told us they needed.”_ PROVIDEDIf the“solution”is described properly above,all we have to do here is say that we(our product/company)gave them those capabilities.RESULTSpecific measurement is best!27)Reference StorySITUATIONMaterials Manager,power supply panyCRITICAL ISSUEDifficulty con

34、trolling shortagesREASONSFrequent engineering changes and two different bills of material(one for engineering and one for manufacturing)VISIONHe told us he needed to be the control point for implementing engineering changes.This would allow him to simulate the impact in advance of the change.He also

35、 needed both engrg.and mfg.to operate from the same bill of material._ PROVIDEDWe provided him with those capabilitiesRESULTOver three years he has had no more than 18 parts short at one time out of 3500 parts.28)Whats It Worth to Reduce Inventory?Cash-Inventory requires and ties up cashCash needles

36、sly tied up in inventory reduces cashreserves or requires additional debt.Profit-Carrying costs reduce profitsCarrying costs increase operating costs,which reduce profits.Carrying costs include:Storage facility costsStaffing and handling costsInsuranceTaxesPilferageDamageObsolescence.and more.Invent

37、ory carrying costs are usuallyat least 25%29)Whats It Worth to Reduce Receivables?Cash!It generates cash.Receivables are simply no-interest loans to yourcustomersCash you could use to fund your businessDays in excess of terms raise your costs and increase your risk of cash loss.You have to borrow le

38、ss(usually)Interest expense is reduced and most liquidity ratios are strengthened.Receivables can be controlled by setting a“Days of Receivables”goal and monitoring performance to achieve it.30)Value Measurement ElementsWhat will be measured?Who is responsible?How much is possible?What capabilities

39、will be needed?When will this investment pay for itself?31)Power Sponsoraka the“Vice President of Change”Typically an innovator or early adapterEnough clout to get it if they want it,regardless of job titleWilling to introduce you to anyone you need to talk toWilling and able to negotiate an evaluat

40、ion plan32)Why Change?ERODING:profits,market share,service,quality,growth rate,etc.INCREASING:costs,competition,errors,returns,employee turn-over,etc.GOVERNMENT:EPA,FTC,FCC,OSHA,IATA,FDA,etc.COMPANY IMAGE33)InterdependenceLowHighBowling TeamOrchestra Business34)Organizational Interdependence20th Cen

41、tury Organization$PresidentVPMarketingVPSalesVPMfg.VPFinanceDistributionManagerPlantManagerDirectorMISMaterialsManagerAppl.Dev.Manager35)Transition to Vision ProcessingPotential Buyer Responses.enough about me/us,tell me about you and your situation.Four Potential Buyer Responses:1.2.3.4.Seller Acti

42、on:1.2.3.4.36Transition to Vision ProcessingGetting Buyer to Admit PainEnough about me.Pain?TalkingFreely?Situation QuestionsPain?Menu of PainBranch to DoorPain?NoYesNoNoYesYesYes$/EmotionNoR1I1C1R2I2C2R3I3C337)Transition to Vision ProcessingTransition Question ExamplesSituation Questions:Describe y

43、our current architecture?How does everyone get the news when a change occurs in the middle of the design cycle?How do you gather user feedback?How are you dealing with distributed development?38)Transition to Vision ProcessingTransition Question ExamplesMultiple Choice“Menu”Approach:The top three di

44、fficulties we are hearing from CIOs these days include:inability to deliver client/server applications on time,applications that fail to meet user expectations,difficulty meeting the ROI requirements of the organization.are you facing any of these issues today?39)Transition to Vision ProcessingTrans

45、ition Question Examples$/Emotion Questions:How do you get the news?How does this impact you personally?Who else is aware of this situation?Are they looking to you to fix it?40)Navigating the Three Levels of NeedLevel Three:Vision of a SolutionLevel Two:PainLevel One:Latent9 Block Vision Processing M

46、odelReference Story41)Three Levels of NeedCreating a Specific Need for a Specific FeatureLEVEL THREEFeature becomes a benefit!Vision of a SolutionLEVEL TWOCapability QuestionPainLEVEL ONEAnxiety QuestionLatent42Vision Processing Prompter-Vision CreationPAINR1(1)I1(4)C1(7)R2(2)I2(5)C2(8)R3(3)I3(6)C3(

47、9)DiagnoseReasonsExploreImpactVisualizeCapabiltiesOpenControlConfirmVISION OF A SOLUTIONHow does this affectyou as.;how do youget the news?Who is looking to you to fix this problem?“Tell me about it,what iscausing you to have this.(repeat pain)?”“Besides yourself,who in yourorganization is impacted

48、by this(repeat pain)and how are thy impacted?”“What is it going to take forYOU to be able to solve this(repeat pain)?”“Could I try a few ideas on you?“Is it because.?”“Is this(pain)causing.?”If so,wouldnt(title)be concerned.?”“What if there were a way for you to.,wouldthat help?What if you were also

49、 ableto.?”“So,the reasons for your(repeat pain)are.?”“From what I just heard,ifyou had the ability to.(repeat vision capabilities)Could you solve your(repeat pain)?What would it worth.?”“From what I just heard,(repeat the who and how)it soundslike this is not just your problem,but a _ problem!”43Vis

50、ion Processing ModelPAINR1I1C1R2I2C2R3I3C3DiagnoseReasonsExploreImpactVisualizeCapabiltiesOpenControlConfirmVISION OF A SOLUTION44)The Power BaseFinding the People with InfluenceInfluential AuthoritariansNon-InfluentialAuthoritariansInfluentialNon-AuthoritariansNon-InfluentialNon-Authoritarians45)Th