了解客户的需求.doc

文档介绍：了解客户的需求
1

Glendinning Management Consultants 2001
Ref: f:\Work\
Unilever
KAM Foundation Train the Trainer\
Understanding Customer Needs
Modern Trade
Academy
了解客户的需求
Understand the Needs
Unilever KAM Foundation Train the Trainer

Glendinning Management Consultants 2001
Ref: f:\Work\
Unilever
KAM Foundation Train the Trainer\
Understanding Customer Needs
2
Modern Trade
Academy
销售量
价格
毛利
商业
个人
客户的需求
客户
采购的个人需求
主要的商业需求
支持性商业需求
独特的商业需求
(努力取得)
利润
Unilever KAM Foundation Train the Trainer

Glendinning Management Consultants 2001
Ref: f:\Work\
Unilever
KAM Foundation Train the Trainer\
Understanding Customer Needs
3
Modern Trade
Academy
采购的个人需求
目标的达成
自我实现
在老板面前表现良好
充份的资讯
顺顺利利没有大意外
好品质的简报
Unilever KAM Foundation Train the Trainer

Glendinning Management Consultants 2001
Ref: f:\Work\
Unilever
KAM Foundation Train the Trainer\
Understanding Customer Needs
3
Modern Trade
Academy
采购的个人需求
采购跟你一样
也是一个平凡人!
Unilever KAM Foundation Train the Trainer

Glendinning Management Consultants 2001
Ref: f:\Work\
Unilever
KAM Foundation Train the Trainer\
Understanding Customer Needs
5
Modern Trade
Academy
客户需求阶层的练习
20 minutes working in groups
Feedback - 5 minutes discussion
Purpose
Purpose
Methodology
Methodology
Timings
Timings
建立你的客户的需求阶层
与你的客户经理共同来完成你的
客户的需求阶层(包含商业及个人需求)
Unilever KAM Foundation Train the Trainer

Glendinning Management Consultants 2001
Ref: f:\Work\
Unilever
KAM Foundation Train the Trainer\
Understanding Customer Needs
6
Modern Trade
Academy
客户: ____________
客户的需求阶层表
采购的
个人需求
主要的商业需求
支持性商业需求
独特的商业需求
商业
个人
Unilever KAM Foundation Train the Trainer
让你可以所向披靡
让你可以不用谈判就把东西卖出去
降龙六式
Unilever KAM Foundation Train the Trainer
mercial Selling
Understand the
Needs
Reinforce Key
Commercial Benefits
mercial
Proposition
Agreement to
Proceed
Securing the
Result
Current conditions
Customer needs - establish, create, confirm
Questioning / listening