麦肯锡大客户营销谋略.ppt

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1、大客户销售谋略大客户销售谋略2003.10-11-10-12张小平的博客张小平的博客张小平的博客张小平的博客http:/ of WorkshopUnderstand Characteristics of Major Account Selling Strategies in Whole Lifecycle,thus to+Shorten bid-to-win ratio+Shorten selling cycles+Minimize discounts and negotiated concessions+Establish clear,unique business value with t

2、he customers+Reduce selling costs through more effective sales strategies+Increase sales per employee-Develop expected relationship with the customers.Eg.Strategic Partnership etc.张小平的博客张小平的博客张小平的博客张小平的博客http:/ 1+How the Customer Make Decisions+SPIN Question Strategy+Account Entry Strategy+Understan

3、d Your Customer&Their Business+How to Make Your Customers Need YouDay 2+Influence the customers choice+Differentiation&Vulnerability+Overcoming Final Fears+Sales Negotiation+How to Ensure Continued Success客户是如何做决策的客户是如何做决策的张小平的博客张小平的博客张小平的博客张小平的博客http:/ Customer Make DecisionsThe Research BaseThe Cu

4、stomer Decision ProcessAccount Strategy in the Recognition of Needs PhaseAccount Strategy in the Evaluation of Options PhaseAccount Strategy in the Resolution of Concerns PhaseAccount Strategy in the Implementation PhaseSummary 张小平的博客张小平的博客张小平的博客张小平的博客http:/ of Major Account Sales Strategy Sales Str

5、ategy should be about customers and how to influence them.+Understanding and Well Prepared are mandatory to form a effective sales strategyCustomer Behavior goes through three distinct phases in making a major purchasing decisions+Recognition of Needs+Evaluation of Options+Resolution of ConcernsA fo

6、urth phase,follow-up in implementation phases,if it is well handled,can generate significant additional sales opportunities.Each of four phases required a different set of strategies and skills.张小平的博客张小平的博客张小平的博客张小平的博客http:/ is Sales Strategy&What is Major Account Sales Strategy+A way of thinking an

7、d directing your actions to effectively influence customer purchasing decisions.Focus on Understanding Customer BehaviorNot Procedure or techniqueMajor Accounts+20/80 rules+New Customers+Potential Customers张小平的博客张小平的博客张小平的博客张小平的博客http:/ Typical ERP Deal LifecyclesWhat is typical ERP Deal Selling Cyc

8、les+Customer Decision ProcessWho is Major Account of ERP S/W+Traditional Mfg+Others张小平的博客张小平的博客张小平的博客张小平的博客http:/ Decision Process Research BaseNeil RackhamHuthwaite+35,000 sales calls in 27 countries+10,000 sales+SPIN (Situation,Problem,Implication,Need Pay-off)DecisionI:Recognition OfNeeds VChange

9、 OverTimeIVImplementationIIIResolution OfConcernsIIEvaluation OfOptionsBuyer CycleCustomer Decision Process张小平的博客张小平的博客张小平的博客张小平的博客http:/ Typical Purchase DecisionNew Purchase Request Of Procurement DepartmentWhat A Procurement Manager Say:+Problem,Dissatisfaction,can not solve with existing equipme

10、nt or supplies+Spec.;Objective;Must&Wants;Vendor Selection+If decision is big;carefully resolve all concern.张小平的博客张小平的博客张小平的博客张小平的博客http:/ 1.Procurement ProcessRead Appendix A:Procurement Process Do you know it before,and how you know which phase you are in while you bid,and your strategies on each

11、phase.10 minutes张小平的博客张小平的博客张小平的博客张小平的博客http:/ Strategy in the Recognition of Needs PhaseThe Most Effective Selling Strategy During the Phase:+To uncover dissatisfaction in the account and to develop that dissatisfaction until it reaches the critical mass.When dissatisfaction reaches a sufficient le

12、vel of intensity or urgency,the account makes a decision to change.Success sales asks a lot of questions during sales calls than do their less successful colleaguesQuestioning Skills(SPIN)张小平的博客张小平的博客张小平的博客张小平的博客http:/ Strategy in the Evaluation of Options PhaseThe Most Effective Selling Strategy Du

13、ring the Phase:+To Centralize On Understanding,Influencing,and Responding to Customer Decision Criteria.Differentiate your solution with your competitors is one of your effective selling strategy.Common Faults during the period is failure to recognize that a shift has taken place in customer concern

14、s.Not try to uncover customer guideline,or criteria,for making the decision.张小平的博客张小平的博客张小平的博客张小平的博客http:/ Strategy in the Resolution of Concerns PhaseThe Most Effective Sales Strategy During the Phase+To uncover and help resolve perceived riskLast minutes fears and concerns arises that can block th

15、e decision or cause customers to re-open discussions with competitors.A successful sales normally works to uncover and resolve issues that are troubling the customer,even if these issues are uncomfortable and difficult to discuss.Negotiation is key selling tool of the phase.张小平的博客张小平的博客张小平的博客张小平的博客h

16、ttp:/ Strategy in the Implementation PhaseMost Effective Strategy of the Phase+Follow-up after post implementation leads to continued success.+Very Few major sales stop when the customer signs the contract.How to build up long term relationship with the customers?Think About How to Build Up Strategi

17、c Relationship with the Customer?张小平的博客张小平的博客张小平的博客张小平的博客http:/ Decision PhasesDecision PhaseTypical Customer Concerns During the PhaseSign that the Phase is Over and the next phase are startingCommon Strategies errors in this phaseRecognition of Needs-How we a problem-How big is it-Does it justify

18、actionsCustomer accepts that the problem is severe enough to justify changed and therefore decides to take actionsFailure to investigate/develop customer needsMaking product presentations too earlyEvaluation of Options-What criteria should we use in making a decision-Which competitor best meets our

19、criteria?Customer has a clear decision mechanism in place and has used it to select 1 or more final contenders Failure to uncover customers criteriaLittle attempt to influence/change stated criteriaResolution of Concerns-What are the risks of going ahead?-What if it goes wrong?-Can we trust these pe

20、ople?Customer make the purchasing decisions Ignoring concerns in the hope theyll go away.Pressuring the customer to make a decisionImplementation-Are we getting value from the decision?-How quickly will we see the resultsNew needs and dissatisfactions ariseFailure to treat implementation as a sales

21、opportunitiesFailure to anticipate vulnerable implementation points强大的销售工具强大的销售工具 提问策略提问策略准备张小平的博客张小平的博客张小平的博客张小平的博客http:/ Questioning Situation Questions+Questions that gather data and background facts.E.g:How many people do you employ?Whats your present ERP system?Problem Questions+Questions that

22、uncover problems,difficulties and dissatisfactions.E.g:Are you happy with existing ERP system?Does the existing ERP system has reliability problems.?Implication Questions+Questions that explore the consequences or implications of customers problemE.g.Does this problem leads to increased costsAs a re

23、sult of the problem,do we get more down time.Need-payoff Questions+Questions that explore the value or usefulness of solving a problemEg.Why is it so important to you.?Would it be useful if?张小平的博客张小平的博客张小平的博客张小平的博客http:/ Needs,Explicit Needs,Benefit,Advantage,FeaturesImplied Needs+Statement by the c

24、ustomers about problems,difficulties or dissatisfactions with the existing situation.Eg.I always get behind schedule.We have been lost a lot of money in this area.Explicit Needs+Statements of a customers wants or intentions.Eg.What I need is I want some to Benefits+Statements which show how a produc

25、t,a product feature or advantage meet explicit need which has been stated by the customer.Eg.You have said you need fast turnaround,we can give it to you by the end of the monthAdvantage+Statement showing how a product,product feature can be used or help the customer.Most advantages can be expressed

26、 in the form:because of feature,you can.”Eg.Because of our ERP product finance module,you can get.Our new model can save additional 8%material cost.Features+Characteristics of a product or servicesEg.This unit cost$400.This is a closed loop feedback system.张小平的博客张小平的博客张小平的博客张小平的博客http:/ FormSituatio

27、n QuestionProblem QuestionImplied NeedsExplicit NeedsImplication QuestionNeed-Payoff QuestionBenefitsAdvantageFeature张小平的博客张小平的博客张小平的博客张小平的博客http:/ Sales Call Planning FormSituation:The background information I need before probing for the problem:-ProblemsThe difficulties the customerhas that I coul

28、d solve.-Implications“Knock on”effects for each problem stated-PayOfThe Value to the customer of solving these problems.-张小平的博客张小平的博客张小平的博客张小平的博客http:/ Questioning StrategySituation QuestionProblemQuestionImplication QuestionNeed Pay Off Question Achieve fact finding objectives Have low selling impa

29、ct Useful at focus of receptivity Achieve uncovering dissatisfaction objectives Have moderate selling impact Useful at focus of dissatisfactionAchieve Objective s of developing and channel satisfaction Have high selling impact Useful at focus of dissatisfaction and focus of power Achieve objectives

30、of rehearsing and selectively channeling customer attention Have high selling impact Useful at focus of dissatisfaction and focus of power强大的销售工具强大的销售工具理解你的客户理解你的客户准备张小平的博客张小平的博客张小平的博客张小平的博客http:/ FundamentalOwnership LocationCorporation ActionsFinancial PerformanceFuture ProspectsTimingOrganization

31、Top management cadre张小平的博客张小平的博客张小平的博客张小平的博客http:/ Your Customers:Organisation Structure&Dynamics张小平的博客张小平的博客张小平的博客张小平的博客http:/ a framework for better understanding of the clients organisation and how they make decisionsOutput+Organisation Map&People ProfilesBenefits+Improve your view into the clien

32、ts organisation for improved relationship management+Develop relationships with the right people who can provide insight and direction张小平的博客张小平的博客张小平的博客张小平的博客http:/ Components of Understanding Customers OrganisationMacroFormal StructurePolitical StructureInner CircleInfluence NetworksMicroCoverageSt

33、atusDecision OrientationInnovation/Change张小平的博客张小平的博客张小平的博客张小平的博客http:/ Hierarchy of NeedsPhysiologicalSafetyBelongingEsteemSelf-Actualisation张小平的博客张小平的博客张小平的博客张小平的博客http:/ ProfileMaslowAdaptabilityDecision OrientationLevels of ContactYour PositionChen YuanCEO#%BVE张小平的博客张小平的博客张小平的博客张小平的博客http:/ Hier

34、archy of NeedsPhysiologicalSafetyBelongingEsteemSelf-Actualisation SA:Self ActualisationE:EsteemB:BelongingS:SafetyP:Physiological张小平的博客张小平的博客张小平的博客张小平的博客http:/ NeedsSA:Self ActualisationE:EsteemB:BelongingCEOSenior VPSales&MarketingSenior VPCFOVP FieldOperationsMarketing DirectorDirector ofR&DDirec

35、tor ofMfg.Directorof ITControllerSAESABBSAEEBB张小平的博客张小平的博客张小平的博客张小平的博客http:/ to Change-Technology Adoption LifecycleInnovatorsVisionariesPragmatistsConservativesLaggards张小平的博客张小平的博客张小平的博客张小平的博客http:/ to ChangeInnovatorsVisionariesPragmatistsConservativesLaggardsStatus QuoReference SitesWhat They Wan

36、tWhat They BuyYour Value PropositionNot to be left behindEvolution Solve ProblemsRevolutionRecognitionState of the artTrialsTestsCustomised SolutionTotal SolutionsIndustry standards at low price with no riskEnhancement of existing servicesProduct excellenceInnovationFutureCompetitive AdvantageReturn

37、 on InvestmentGuaranteesInvestment protection张小平的博客张小平的博客张小平的博客张小平的博客http:/ Adaptability to ChangeI :InnovatorV:VisionaryP:PragmatistC:ConservativeL :LaggardCEOSenior VPSales&MarketingSenior VPCFOVP FieldOperationsMarketing DirectorDirector ofR&DDirector ofMfg.Directorof ITControllerSAESABBSAEEBBVVV

38、PPIILCC张小平的博客张小平的博客张小平的博客张小平的博客http:/ Orientation“On what factors does our client base their decision on?”Financial$Technical TRelationshipRBusinessB张小平的博客张小平的博客张小平的博客张小平的博客http:/ Decision OrientationB:BusinessR:RelationshipF:FinancialT:Technical CEOSenior VPSales&MarketingSenior VPCFOVP FieldOperat

39、ionsMarketing DirectorDirector ofR&DDirector ofMfg.Directorof ITControllerSAESABBSAEEBBVVVPPIILCCBBBBRTFFTR张小平的博客张小平的博客张小平的博客张小平的博客http:/ of ContactNo Contact!Brief Contact%Multiple Contacts*In-Depth“How often do we meet with our client?”张小平的博客张小平的博客张小平的博客张小平的博客http:/ Contact Coverage!:No Contact%:B

40、rief Contact*:Multiple Coverage:In-Depth*CEOSenior VPSales&MarketingSenior VPCFOVP FieldOperationsMarketing DirectorDirector ofR&DDirector ofMfg.Directorof ITControllerSAESABBSAEEBBVVVPPIILCCBBBBRTFFTR!%!%张小平的博客张小平的博客张小平的博客张小平的博客http:/ Position EnemyXNon-Supporter“Where are we with the client?”Mento

41、rM张小平的博客张小平的博客张小平的博客张小平的博客http:/ Our PositionX:Enemy :SupporterM:MentorCEOSenior VPSales&MarketingSenior VPCFOVP FieldOperationsMarketing DirectorDirector ofR&DDirector ofMfg.Directorof ITControllerSAESABBSAEEBBVVVPPIILCCBBBBRTFFTR!%!#Gate Keeper-Influencer-Decision MakerHardest way to allocate purc

42、hase channel for a new innovative products and services in Selling Cycles E.G.Mfg.Barcode Printing Outsourcing SolutionSuccess sales normally find a focus(sponsor)within account helping him move towards a point from which they should begin developing needs.3 focus model for successful people to find

43、 sponsorsThe focus on receptivityThe focus on dissatisfactionThe focus on power 张小平的博客张小平的博客张小平的博客张小平的博客http:/ is decision makerExercise+Who is the decision maker for ERP project bid.CEOCFOCTO or others.What is your passing experience to connect to decision maker?张小平的博客张小平的博客张小平的博客张小平的博客http:/ Strat

44、egies Successful people tended to seek a sponsor+SponsorAn Individual within the account who helped them,advised them,and if necessary,represented them in place where they could not gain accessNot only individual,But more a particular function or area of an account as sponsor.Focus+FocusA“Focus”With

45、in Account a person,a committee or a department who would help them move toward a point from which they could begin developing needs张小平的博客张小平的博客张小平的博客张小平的博客http:/ Three Focus Points of An Entry Strategy(I)Sales People normally could find sponsors from 3 focus points:+The focus of receptivity:the poi

46、nt in an account where there were receptive people who were prepared to listen sympathetically+The focus of dissatisfaction:the point in an account where there were people unhappy with the present system or supplier.+The focus of power:the elusive point in an account where there were people able to

47、make decision.Especially for account,no purchasing channel existed.张小平的博客张小平的博客张小平的博客张小平的博客http:/ Strategy ModelFocus of ReceptivityFocus of DissatisfactionFocus of PowerLeads you toLeads you toThe Individual,functional area or location most likely to-Listen receptively-Provide you with informationT

48、he Individual,functional area or location most likely to-Perceive problems and dissatisfaction in an area where you can help.The Individual,functional area or location most likely to-Approve action-Prevent action-Influence action张小平的博客张小平的博客张小平的博客张小平的博客http:/ Focus of ReceptivityEasiest starting poi

49、nt for your account penetration+The reason why they want to listenObjective of sales to focus on receptivity+Find out information+Gain access to focus of dissatisfaction张小平的博客张小平的博客张小平的博客张小平的博客http:/ of Focus of ReceptivityDo not misinterpreted the interest as progress+Remember your strategic object

50、ive is“Information”&“Access”Danger of distractionDanger of misinterpretationDanger of presentation张小平的博客张小平的博客张小平的博客张小平的博客http:/ From Receptivity to DissatisfactionObjective of Focus on Receptivity+Gain access to person or function who probably not satisfiedUse SPIN Situational questionE.G Do you kn