[精选]SSM销售方法论与面谈基本技巧8762.pptx

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1、IBM logo must not be moved,added to,or altered inany way.Background shouldnot be modified,except for quotes,which use gray background.Title/subtitle/confidentiality line:10pt Arial Regular,whiteMaximum length:1 lineInformation separated by vertical strokes,with two spaces on either sideSlide heading

2、:28pt Arial Regular,light blue R204|G204|B255 Maximum length:2 linesSlide body:18pt Arial Regular,whiteSquare bullet color:green R223|G255|B102Recommended maximum text length:5 principal pointsGroup name:14pt Arial Regular,whiteMaximum length:1 lineCopyright:10pt ArialRegular,whiteTemplate release:O

3、ct 02For the latest,go to http:/ Services Industry,IBMSelling Skill TrainingSelling Skill Training 2006 IBM CorporationOptional slide number:10pt Arial Bold,whiteIndications in green=Live content Indications in white =Edit in masterIndications in blue =Locked elementsIndications in black =Optional e

4、lements ,2006 销售技巧培训1IBM logo must not be moved,added to,or altered inany way.Background shouldnot be modified,except for quotes,which use gray background.Title/subtitle/confidentiality line:10pt Arial Regular,whiteMaximum length:1 lineInformation separated by vertical strokes,with two spaces on eit

5、her sideSlide heading:28pt Arial Regular,light blue R204|G204|B255 Maximum length:2 linesSlide body:18pt Arial Regular,whiteSquare bullet color:green R223|G255|B102Recommended maximum text length:5 principal pointsGroup name:14pt Arial Regular,whiteMaximum length:1 lineCopyright:10pt ArialRegular,wh

6、iteTemplate release:Oct 02For the latest,go to http:/ Services Industry,IBMSelling Skill TrainingSelling Skill Training 2006 IBM CorporationOptional slide number:10pt Arial Bold,whiteIndications in green=Live content Indications in white =Edit in masterIndications in blue =Locked elementsIndications

7、 in black =Optional elements销售与销售的区别公司与公司的区别 热情 独特价值2IBM logo must not be moved,added to,or altered inany way.Background shouldnot be modified,except for quotes,which use gray background.Title/subtitle/confidentiality line:10pt Arial Regular,whiteMaximum length:1 lineInformation separated by vertica

8、l strokes,with two spaces on either sideSlide heading:28pt Arial Regular,light blue R204|G204|B255 Maximum length:2 linesSlide body:18pt Arial Regular,whiteSquare bullet color:green R223|G255|B102Recommended maximum text length:5 principal pointsGroup name:14pt Arial Regular,whiteMaximum length:1 li

9、neCopyright:10pt ArialRegular,whiteTemplate release:Oct 02For the latest,go to http:/ Services Industry,IBMSelling Skill TrainingSelling Skill Training 2006 IBM CorporationOptional slide number:10pt Arial Bold,whiteIndications in green=Live content Indications in white =Edit in masterIndications in

10、blue =Locked elementsIndications in black =Optional elements 销售方法论3IBM logo must not be moved,added to,or altered inany way.Background shouldnot be modified,except for quotes,which use gray background.Title/subtitle/confidentiality line:10pt Arial Regular,whiteMaximum length:1 lineInformation separa

11、ted by vertical strokes,with two spaces on either sideSlide heading:28pt Arial Regular,light blue R204|G204|B255 Maximum length:2 linesSlide body:18pt Arial Regular,whiteSquare bullet color:green R223|G255|B102Recommended maximum text length:5 principal pointsGroup name:14pt Arial Regular,whiteMaxim

12、um length:1 lineCopyright:10pt ArialRegular,whiteTemplate release:Oct 02For the latest,go to http:/ Services Industry,IBMSelling Skill TrainingSelling Skill Training 2006 IBM CorporationOptional slide number:10pt Arial Bold,whiteIndications in green=Live content Indications in white =Edit in masterI

13、ndications in blue =Locked elementsIndications in black =Optional elements销售方法论 评估客户业务环境了解客户1 1研究客户业务策略和市场计划开发与客户业务策略相关的市场计划2 2认识客户需求建立客户采购的愿景3 3评估机会通过联系IBM的核心能力评估销售机会4 4选择解决方案与客户共同研究解决方案5 5解决顾虑并决定赢单6 6项目实施和结果评估监控项目实施并控制客户期望7 74IBM logo must not be moved,added to,or altered inany way.Background shou

14、ldnot be modified,except for quotes,which use gray background.Title/subtitle/confidentiality line:10pt Arial Regular,whiteMaximum length:1 lineInformation separated by vertical strokes,with two spaces on either sideSlide heading:28pt Arial Regular,light blue R204|G204|B255 Maximum length:2 linesSlid

15、e body:18pt Arial Regular,whiteSquare bullet color:green R223|G255|B102Recommended maximum text length:5 principal pointsGroup name:14pt Arial Regular,whiteMaximum length:1 lineCopyright:10pt ArialRegular,whiteTemplate release:Oct 02For the latest,go to http:/ Services Industry,IBMSelling Skill Trai

16、ningSelling Skill Training 2006 IBM CorporationOptional slide number:10pt Arial Bold,whiteIndications in green=Live content Indications in white =Edit in masterIndications in blue =Locked elementsIndications in black =Optional elements阶段 1 建立客户关系 团队：团队：通过了解客户的业务环境，流程和问题建立客户关系通过了解客户的业务环境，流程和问题建立客户关系当

17、客户:评估客户的业务环境和策略客户关系负责人领导如下客户关系负责人领导如下行动：行动：通过需求引导和有前瞻性的讨论，引发客户兴趣并建立客户关系；研究客户的行业，竞争对手，业务方向和一般流程；了解客户的财务状况；计划客户关系建立和维系的策略；与客户进行针对其业务策略的创造性交流；计划和调动资源为客户的业务策略提供支持；当达到如下结果，团队在此阶段成功:因团队充分了解客户的业务环境和策略，客户认可与的关系因团队充分了解客户的业务环境和策略，客户认可与的关系可确认的结果:客户审阅并共同参与 ；将客户的市场计划与的资源相匹配；团队可以下一步与客户的关键人物沟通；5IBM logo must not b

18、e moved,added to,or altered inany way.Background shouldnot be modified,except for quotes,which use gray background.Title/subtitle/confidentiality line:10pt Arial Regular,whiteMaximum length:1 lineInformation separated by vertical strokes,with two spaces on either sideSlide heading:28pt Arial Regular

19、,light blue R204|G204|B255 Maximum length:2 linesSlide body:18pt Arial Regular,whiteSquare bullet color:green R223|G255|B102Recommended maximum text length:5 principal pointsGroup name:14pt Arial Regular,whiteMaximum length:1 lineCopyright:10pt ArialRegular,whiteTemplate release:Oct 02For the latest

20、,go to http:/ Services Industry,IBMSelling Skill TrainingSelling Skill Training 2006 IBM CorporationOptional slide number:10pt Arial Bold,whiteIndications in green=Live content Indications in white =Edit in masterIndications in blue =Locked elementsIndications in black =Optional elements阶段 2 发现机会 团队

21、：团队：通过客户关系的互动，发现销售机会通过客户关系的互动，发现销售机会当客户:精练客户的业务策略和市场计划客户关系负责人领导如客户关系负责人领导如下行动：下行动：主动沟通了解客户需求；充分了解客户采购的愿望和动力所在；建立销售机会计划或选择离开.当达到如下结果，团队在此阶段成功:客户表现出与合作的浓厚兴趣客户表现出与合作的浓厚兴趣可确认的结果:成功的与客户进行了有建设性的会谈；建立了销售机会的计划；客户认可对于客户采购愿望和动力所在的理解；发现并有机会找到客户内部的的坚定赞助者()；6IBM logo must not be moved,added to,or altered inany w

22、ay.Background shouldnot be modified,except for quotes,which use gray background.Title/subtitle/confidentiality line:10pt Arial Regular,whiteMaximum length:1 lineInformation separated by vertical strokes,with two spaces on either sideSlide heading:28pt Arial Regular,light blue R204|G204|B255 Maximum

23、length:2 linesSlide body:18pt Arial Regular,whiteSquare bullet color:green R223|G255|B102Recommended maximum text length:5 principal pointsGroup name:14pt Arial Regular,whiteMaximum length:1 lineCopyright:10pt ArialRegular,whiteTemplate release:Oct 02For the latest,go to http:/ Services Industry,IBM

24、Selling Skill TrainingSelling Skill Training 2006 IBM CorporationOptional slide number:10pt Arial Bold,whiteIndications in green=Live content Indications in white =Edit in masterIndications in blue =Locked elementsIndications in black =Optional elements阶段 3 描述能力 团队：团队：建立客户需要和满足需求的商业能力建立客户需要和满足需求的商业能

25、力当客户:明确需求客户关系负责人领导如下行客户关系负责人领导如下行动：动：明确和精练客户需求；建立客户的市场计划与商业价值之间的桥梁；确认客户内部的坚定赞助者和业务受益者；了解客户的决策流程和参与者；如有可能，接触客户决策的关键人物；建立客户的期望与核心价值之间的关系，并了解竞争的状况或者选择离开；当达到如下结果，团队在此阶段成功:客户确认支持的价值与客户需求之间的关系，并确认与关键决客户确认支持的价值与客户需求之间的关系，并确认与关键决策人物之间的沟通策人物之间的沟通可确认的结果:对客户需求理解的确认；展现客户期望的商业能力；同意能实现客户的期望(有条件的满意)；客户认可的核心价值；7IBM

26、 logo must not be moved,added to,or altered inany way.Background shouldnot be modified,except for quotes,which use gray background.Title/subtitle/confidentiality line:10pt Arial Regular,whiteMaximum length:1 lineInformation separated by vertical strokes,with two spaces on either sideSlide heading:28

27、pt Arial Regular,light blue R204|G204|B255 Maximum length:2 linesSlide body:18pt Arial Regular,whiteSquare bullet color:green R223|G255|B102Recommended maximum text length:5 principal pointsGroup name:14pt Arial Regular,whiteMaximum length:1 lineCopyright:10pt ArialRegular,whiteTemplate release:Oct

28、02For the latest,go to http:/ Services Industry,IBMSelling Skill TrainingSelling Skill Training 2006 IBM CorporationOptional slide number:10pt Arial Bold,whiteIndications in green=Live content Indications in white =Edit in masterIndications in blue =Locked elementsIndications in black =Optional elem

29、ents阶段 4 展现核心价值 团队：团队：清晰展现的能力和价值，确认销售机会清晰展现的能力和价值，确认销售机会当客户:评估机会客户关系负责人领导如下客户关系负责人领导如下行动：行动：审核并影响客户的评估标准；向客户的关键决策人和受益部门展现的初步解决方案和核心价值，并讨论可能的付款方案；评估客户决策人的顾虑和期望；评估参与此项目的风险；当达到如下结果，团队在此阶段成功:关键决策人和受益部门同意的初步解决方案关键决策人和受益部门同意的初步解决方案可确认的结果:以书面的形式递交初步解决方案；坚持与坚定赞助者前进 或选择离开；.客户认可的解决方案可以把运行风险控制到最低水平；8IBM logo m

30、ust not be moved,added to,or altered inany way.Background shouldnot be modified,except for quotes,which use gray background.Title/subtitle/confidentiality line:10pt Arial Regular,whiteMaximum length:1 lineInformation separated by vertical strokes,with two spaces on either sideSlide heading:28pt Aria

31、l Regular,light blue R204|G204|B255 Maximum length:2 linesSlide body:18pt Arial Regular,whiteSquare bullet color:green R223|G255|B102Recommended maximum text length:5 principal pointsGroup name:14pt Arial Regular,whiteMaximum length:1 lineCopyright:10pt ArialRegular,whiteTemplate release:Oct 02For t

32、he latest,go to http:/ Services Industry,IBMSelling Skill TrainingSelling Skill Training 2006 IBM CorporationOptional slide number:10pt Arial Bold,whiteIndications in green=Live content Indications in white =Edit in masterIndications in blue =Locked elementsIndications in black =Optional elements阶段

33、5 选择解决方案 团队：团队：与客户共同研究解决方案与客户共同研究解决方案当客户:选择解决方案客户关系负责人领导如下客户关系负责人领导如下行动：行动：精练解决方案，并通过测试的方法展现的方案价值；评估竞争策略，如需要及时调整竞争战术；评估关键人物的兴趣，价值和风险；针对非标准合同条款的沟通和共识；当达到如下结果，团队在此阶段成功:关键决策人物有条件的认可的解决方案和核心价值关键决策人物有条件的认可的解决方案和核心价值可确认的结果:客户认可的解决方案，价值体现和风险评估；确认签订合同的条件；客户认同解决方案的可能效果；9IBM logo must not be moved,added to,or

34、 altered inany way.Background shouldnot be modified,except for quotes,which use gray background.Title/subtitle/confidentiality line:10pt Arial Regular,whiteMaximum length:1 lineInformation separated by vertical strokes,with two spaces on either sideSlide heading:28pt Arial Regular,light blue R204|G2

35、04|B255 Maximum length:2 linesSlide body:18pt Arial Regular,whiteSquare bullet color:green R223|G255|B102Recommended maximum text length:5 principal pointsGroup name:14pt Arial Regular,whiteMaximum length:1 lineCopyright:10pt ArialRegular,whiteTemplate release:Oct 02For the latest,go to http:/ Servi

36、ces Industry,IBMSelling Skill TrainingSelling Skill Training 2006 IBM CorporationOptional slide number:10pt Arial Bold,whiteIndications in green=Live content Indications in white =Edit in masterIndications in blue =Locked elementsIndications in black =Optional elements阶段 6 赢单 团队：团队：赢单赢单当客户:消除客户顾虑，并做

37、最终决定客户关系负责人领导如下客户关系负责人领导如下行动：行动：进行必要的解决方案细化和价值展现工作；消除阻止客户最终决定的顾虑，并重新评估对于团队的风险；在法律部的帮助下，完成所有合同条款的协商；准备合同，并获得和客户双方的签字；当达到如下结果，团队在此阶段成功:客户与团队签订合同客户与团队签订合同可确认的结果:签订合同确认实施团队和实施计划媒体宣传10IBM logo must not be moved,added to,or altered inany way.Background shouldnot be modified,except for quotes,which use gra

38、y background.Title/subtitle/confidentiality line:10pt Arial Regular,whiteMaximum length:1 lineInformation separated by vertical strokes,with two spaces on either sideSlide heading:28pt Arial Regular,light blue R204|G204|B255 Maximum length:2 linesSlide body:18pt Arial Regular,whiteSquare bullet colo

39、r:green R223|G255|B102Recommended maximum text length:5 principal pointsGroup name:14pt Arial Regular,whiteMaximum length:1 lineCopyright:10pt ArialRegular,whiteTemplate release:Oct 02For the latest,go to http:/ Services Industry,IBMSelling Skill TrainingSelling Skill Training 2006 IBM CorporationOp

40、tional slide number:10pt Arial Bold,whiteIndications in green=Live content Indications in white =Edit in masterIndications in blue =Locked elementsIndications in black =Optional elements阶段 7 实现期望 团队：团队：监督实施过程，确保实现客户期望监督实施过程，确保实现客户期望当客户:实施解决方案，评估项目成功客户关系负责人领导如客户关系负责人领导如下行动：下行动：与受益部门合作确认项目收益状况；通过与受益部门

41、的规律性的交流，管理和控制客户期望，并最终超越客户期望；寻找新的业务机会；重新评估团队与客户的关系；当达到如下结果，团队在此阶段成功:客户认可实施的解决方案，并提供新的合作机会客户认可实施的解决方案，并提供新的合作机会可确认的结果:实现客户受益部门的利益；团队获得客户高度认可；实施结果作为客户的参考；创造并发现新的销售机会；11IBM logo must not be moved,added to,or altered inany way.Background shouldnot be modified,except for quotes,which use gray background.T

42、itle/subtitle/confidentiality line:10pt Arial Regular,whiteMaximum length:1 lineInformation separated by vertical strokes,with two spaces on either sideSlide heading:28pt Arial Regular,light blue R204|G204|B255 Maximum length:2 linesSlide body:18pt Arial Regular,whiteSquare bullet color:green R223|G

43、255|B102Recommended maximum text length:5 principal pointsGroup name:14pt Arial Regular,whiteMaximum length:1 lineCopyright:10pt ArialRegular,whiteTemplate release:Oct 02For the latest,go to http:/ Services Industry,IBMSelling Skill TrainingSelling Skill Training 2006 IBM CorporationOptional slide n

44、umber:10pt Arial Bold,whiteIndications in green=Live content Indications in white =Edit in masterIndications in blue =Locked elementsIndications in black =Optional elements销售方法论 回顾评估客户业务环境了解客户1 1研究客户业务策略和市场计划开发与客户业务策略相关的市场计划2 2认识客户需求建立客户采购的愿景3 3评估机会通过联系IBM的核心能力评估销售机会4 4选择解决方案与客户共同研究解决方案5 5解决顾虑并决定赢单6

45、 6项目实施和结果评估监控项目实施并控制客户期望7 712IBM logo must not be moved,added to,or altered inany way.Background shouldnot be modified,except for quotes,which use gray background.Title/subtitle/confidentiality line:10pt Arial Regular,whiteMaximum length:1 lineInformation separated by vertical strokes,with two space

46、s on either sideSlide heading:28pt Arial Regular,light blue R204|G204|B255 Maximum length:2 linesSlide body:18pt Arial Regular,whiteSquare bullet color:green R223|G255|B102Recommended maximum text length:5 principal pointsGroup name:14pt Arial Regular,whiteMaximum length:1 lineCopyright:10pt ArialRe

47、gular,whiteTemplate release:Oct 02For the latest,go to http:/ Services Industry,IBMSelling Skill TrainingSelling Skill Training 2006 IBM CorporationOptional slide number:10pt Arial Bold,whiteIndications in green=Live content Indications in white =Edit in masterIndications in blue =Locked elementsInd

48、ications in black =Optional elements政治销售 13IBM logo must not be moved,added to,or altered inany way.Background shouldnot be modified,except for quotes,which use gray background.Title/subtitle/confidentiality line:10pt Arial Regular,whiteMaximum length:1 lineInformation separated by vertical strokes,

49、with two spaces on either sideSlide heading:28pt Arial Regular,light blue R204|G204|B255 Maximum length:2 linesSlide body:18pt Arial Regular,whiteSquare bullet color:green R223|G255|B102Recommended maximum text length:5 principal pointsGroup name:14pt Arial Regular,whiteMaximum length:1 lineCopyrigh

50、t:10pt ArialRegular,whiteTemplate release:Oct 02For the latest,go to http:/ Services Industry,IBMSelling Skill TrainingSelling Skill Training 2006 IBM CorporationOptional slide number:10pt Arial Bold,whiteIndications in green=Live content Indications in white =Edit in masterIndications in blue =Lock