文档介绍：1 Glendinning Management Consultants 2001 Ref: f:\Work\ Unilever KAM Foundation Train the Trainer\ Understanding Customer Needs Modern Trade Academy 了解客戶的需求 Understand the Needs 1 Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2001 Glendinning Management Consultants 2001 Ref: f:\Work\ Unilever KAM Foundation Train the Trainer\ Understanding Customer Needs 2 Modern Trade Academy 銷售量 價格 毛利 商業 個人 客戶的需求 客戶 採購的個人需求 主要的商業需求 支持性商業需求 獨特的商業需求 (努力取得) 利潤 2 Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2001 Glendinning Management Consultants 2001 Ref: f:\Work\ Unilever KAM Foundation Train the Trainer\ Understanding Customer Needs 3 Modern Trade Academy 採購的個人需求 目標的達成 自我實現 在老闆面前表現良好 充份的資訊 順順利利沒有大意外 好品質的簡報 3 Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2001 Glendinning Management Consultants 2001 Ref: f:\Work\ Unilever KAM Foundation Train the Trainer\ Understanding Customer Needs 3 Modern Trade Academy 採購的個人需求 採購跟你一樣 也是一個平凡人! 4 Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2001 Glendinning Management Consultants 2001 Ref: f:\Work\ Unilever KAM Foundation Train the Trainer\ Understanding Customer Needs 5 Modern Trade Academy 客戶需求階層的練習 20 minutes working in groups Feedback - 5 minutes discussion Purpose Purpose Methodology Methodology Timings Timings 建立你的客戶的需求階層 與你的客戶經理共同來完成你的 客戶的需求階層(包含商業及個人需求) 5 Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2001 Glendinning Management Consultants 2001 Ref: f:\Work\ Unilever KAM Foundation Train the Trainer\ Understanding Customer Needs 6 Modern Trade Academy 客戶: ____________ 客戶的需求階層表 採購的 個人需求 主要的商業需求 支持性商業需求 獨特的商業需求 商業 個人 6 Unilever KAM Foundation Train the TrainerGlendinning Management Consultants 2001 讓你可以所向披靡 讓你可以不用談判就把東西賣出去 降龍六式 7 Unilever KAM Foundation Train the TrainerGlendinning Management Co