文档介绍：大客户销售谋略
-11-10-12
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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.
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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
ing Final Fears
Sales Negotiation
How to Ensure Continued ess
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客户是如何做决策的
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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
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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.
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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
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