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Objective of Workshop
Understand 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 the customers
Reduce selling costs through more effective sales strategies
Increase sales per employee
- Develop expected relationship with the customers. Eg. Strategic Partnership etc.
Agenda
Day 1
How the Customer Make Decisions
SPIN Question Strategy
Account Entry Strategy
Understand Your Customer & Their Business
How to Make Your Customers Need You
Day 2
Influence the customer’s choice
Differentiation & Vulnerability
Overcoming Final Fears
Sales Negotiation
How to Ensure Continued Success
客户是如何做决策的
How Customer Make Decisions
The Research Base
The Customer Decision Process
Account Strategy in the Recognition of Needs Phase
Account Strategy in the Evaluation of Options Phase
Account Strategy in the Resolution of Concerns Phase
Account Strategy in the Implementation Phase
Summary
Overview of Major Account Sales Strategy
Sales Strategy should be about customers and how to influence them.
Understanding and Well Prepared are mandatory to form a effective sales strategy
Customer Behavior goes through three distinct phases in making a major purchasing decisions
Recognition of Needs
Evaluation of Options
Resolution of Concerns
A fourth 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.
What is Sales Strategy & What is Major Account
Sales Strategy
A way of thinking and directing your actions to effectively influence customer purchasing decisions.
Focus on Understanding Customer Behavior
Not Procedure or technique
Major Accounts
20/80 rules
New Customers
Potential Customers
Exercise: A Typical ERP Deal Lifecycles
What is typical ERP Deal Selling Cycles
Customer Decision Process
Who is Major Account of ERP S/W
Traditional Mfg
Others
Customer Decision Process Research Base
Neil Rackham Huthwaite
35,000 sales calls in 27 countries
10,000 sales
SPIN (Situation, Problem, Implication, Need Pay-off)
Decision
I:
Recognition Of Needs
V Change Over Time
IV
Implementation
III Resolution Of Concerns
II Evaluation Of Options
Buyer Cycle
Customer Decision Process
A Typical Purchase Decision
New Purchase Request Of Procurement Department
What A Procurement Manager Say:
Problem, Dissatisfaction, can not solve with existing equipment or supplies
Spec.; Objective; Must & Wants; Vendor Selection
If decision is big; carefully resolve all concern.