IBM銷售技巧專項培訓(共41頁).ppt

1、Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation1Computer Services Industry, IBMComputer Services Industry, IBM 2006 IBM Corporation銷售技巧培訓TDLComputer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation2銷售與銷售的區(qū)別公司與公司的

2、區(qū)別PASSION 熱情UNIQUE VALUE 獨特價值Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation3SSM 銷售方法論Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation4銷售方法論 Signature Selling Method評估客戶業(yè)務環(huán)境了解客戶1 1研究客戶業(yè)務策略和市場計劃開發(fā)與客戶業(yè)務策略相

3、關的市場計劃2 2認識客戶需求建立客戶采購的愿景3 3評估機會通過聯(lián)系IBM的核心能力評估銷售機會4 4選擇解決方案與客戶共同研究解決方案5 5解決顧慮并決定贏單6 6項目實施和結果評估監(jiān)控項目實施并控制客戶期望7 7Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation5階段 1 建立客戶關系IBMIBM 團隊：當客戶:評估客戶的業(yè)務環(huán)境和策略領導如下行動： 通過需求引導和有前瞻性的討論，引發(fā)客戶興趣并建立客戶關系； 研究客戶的行業(yè)，競爭對手，業(yè)務方向和一

4、般流程； 了解客戶的財務狀況； 計劃客戶關系建立和維系的策略； 與客戶進行針對其業(yè)務策略的創(chuàng)造性交流； 計劃和調動IBM資源為客戶的業(yè)務策略提供支持；當達到如下結果，IBM團隊在此階段成功:可確認的結果: 客戶審閱并共同參與 Account Plan； 將客戶的市場計劃與IBM的資源相匹配； IBM團隊可以下一步與客戶的關鍵人物溝通；Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation6階段 2 發(fā)現(xiàn)機會IBM IBM 團隊：當客戶:精練客戶的業(yè)務策略和市

5、場計劃領導如下行動： 主動溝通了解客戶需求； 充分了解客戶采購的愿望和動力所在； 建立銷售機會計劃或選擇離開.當達到如下結果，IBM團隊在此階段成功: :可確認的結果: 成功的與客戶進行了有建設性的會談； 建立了銷售機會的計劃； 客戶認可IBM對于客戶采購愿望和動力所在的理解； 發(fā)現(xiàn)并有機會找到客戶內部的IBM的堅定贊助者(Power Sponsor)； Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation7階段 3 描述能力IBM IBM 團隊：當客戶:

6、明確需求領導如下行動： 明確和精練客戶需求； 建立客戶的市場計劃與IBM商業(yè)價值之間的橋梁； 確認客戶內部的堅定贊助者和業(yè)務受益者； 了解客戶的決策流程和參與者； 如有可能，接觸客戶決策的關鍵人物； 建立客戶的期望與IBM核心價值之間的關系，并了解競爭的狀況或者選擇離開；當達到如下結果，IBM團隊在此階段成功: :可確認的結果: 對客戶需求理解的確認； 展現(xiàn)客戶期望的商業(yè)能力； IBM同意能實現(xiàn)客戶的期望 (有條件的滿意)； 客戶認可IBM的核心價值；Computer Services Industry, IBMSelling Skill TrainingSelling Skill Train

7、ing 2006 IBM Corporation8階段 4 展現(xiàn)核心價值IBM IBM 團隊：當客戶:評估機會領導如下行動： 審核并影響客戶的評估標準； 向客戶的關鍵決策人和受益部門展現(xiàn)IBM的初步解決方案和核心價值，并討論可能的付款方案； 評估客戶決策人的顧慮和期望； 評估IBM參與此項目的風險；當達到如下結果，IBM團隊在此階段成功: :可確認的結果: 以書面的形式遞交初步解決方案； 堅持與堅定贊助者前進 或選擇離開；. 客戶認可IBM的解決方案可以把運行風險控制到最低水平；Computer Services Industry, IBMSelling Skill TrainingSelli

8、ng Skill Training 2006 IBM Corporation9階段 5 選擇解決方案IBM IBM 團隊：當客戶:選擇解決方案領導如下行動： 精練解決方案，并通過測試的方法展現(xiàn)IBM的方案價值； 評估競爭策略，如需要及時調整競爭戰(zhàn)術； 評估關鍵人物的興趣，價值和風險； 針對非標準合同條款的溝通和共識；當達到如下結果，IBM團隊在此階段成功: :可確認的結果: 客戶認可IBM的解決方案，價值體現(xiàn)和風險評估； 確認簽訂合同的條件； 客戶認同IBM解決方案的可能效果；Computer Services Industry, IBMSelling Skill TrainingSellin

9、g Skill Training 2006 IBM Corporation10階段 6 贏單IBM IBM 團隊：當客戶:消除客戶顧慮，并做最終決定領導如下行動： 進行必要的解決方案細化和價值展現(xiàn)工作； 消除阻止客戶最終決定的顧慮，并重新評估對于IBM團隊的風險； 在IBM法律部的幫助下，完成所有合同條款的協(xié)商； 準備合同，并獲得IBM和客戶雙方的簽字；當達到如下結果，IBM團隊在此階段成功: :可確認的結果: 簽訂合同 確認實施團隊和實施計劃 媒體宣傳Computer Services Industry, IBMSelling Skill TrainingSelling Skill Trai

10、ning 2006 IBM Corporation11階段 7 實現(xiàn)期望IBM IBM 團隊：當客戶:實施解決方案，評估項目成功領導如下行動： 與受益部門合作確認項目收益狀況； 通過與受益部門的規(guī)律性的交流，管理和控制客戶期望，并最終超越客戶期望； 尋找新的業(yè)務機會； 重新評估IBM團隊與客戶的關系；當達到如下結果，IBM團隊在此階段成功: :可確認的結果: 實現(xiàn)客戶受益部門的利益； IBM團隊獲得客戶高度認可； 實施結果作為客戶的參考 ； 創(chuàng)造并發(fā)現(xiàn)新的銷售機會；Computer Services Industry, IBMSelling Skill TrainingSelling Skil

11、l Training 2006 IBM Corporation12銷售方法論 回顧評估客戶業(yè)務環(huán)境了解客戶1 1研究客戶業(yè)務策略和市場計劃開發(fā)與客戶業(yè)務策略相關的市場計劃2 2認識客戶需求建立客戶采購的愿景3 3評估機會通過聯(lián)系IBM的核心能力評估銷售機會4 4選擇解決方案與客戶共同研究解決方案5 5解決顧慮并決定贏單6 6項目實施和結果評估監(jiān)控項目實施并控制客戶期望7 7Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation13政治銷售 Political

12、 SellingComputer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation14政治銷售 客戶需求 高回報率 降低成本 增加收入 高生產(chǎn)率 利潤 市場份額 市場擴展 更大權利 業(yè)績考核 價值認可 工作穩(wěn)定 追求個人生活 尋求改變 解決問題 職場提升業(yè)務需求個人需求Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation15政治銷售

13、 角色n評估者Evaluator 推薦考慮的解決方案n決定者Decision Maker 做出正式的最終決定n批準者Approver 給予采購的最終批準n影響者Influencer 給予客戶決策過程非正式的影響n使用者User 評估對于用戶業(yè)績的影響Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation16政治銷售 關鍵點客戶得到結果，但只有個人是“贏”；沒有個人的“贏”，就沒有人支持你； 職位 權限 影響力了解 和有影響力的人建立關系 添加價值，并幫助他們

14、被認可 證明你對他們的影響力行動Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation17政治銷售 關鍵人物敵對者Hostile不支持者Non-supporter中立者Neutral支持者Supporter贊助者Sponsor堅定贊助者Power SponsorComputer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation18政治

15、銷售 支持者 - Supporter傾向于你的解決方案，并希望你贏；提供保密和有獨特的價值的內部信息；告知如何在客戶內部尋找和建立關系；幫助你了解客戶組織內部關鍵人物的個人需求；Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation19政治銷售 贊助者 - Sponsor提供獨特的有價值的內部信息；會支持讓你參加重要的內部會議；會公開的推動銷售機會的進展；是你在客戶內部的銷售；具有接觸客戶更高決策層的能力和影響力；Computer Services Indu

16、stry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation20政治銷售 堅定贊助者 - Power Sponsor在客戶的決策團隊中，具有最大的影響力；能夠領導決策過程，無論預算或職位狀況；能夠阻止任何的不同意見；能夠帶領銷售到客戶的任何部門；Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation21政治銷售 不支持者 - Non-Supporter忽略他們孤立或者中立

17、他們把他們轉變成支持者或贊助者把他們保持在監(jiān)控范圍之內4種對待不支持者的策略Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation22政治銷售 組織結構圖A ApproverU UserI InfluencerD Decision MakerE- EvaluatorSP - SupporterSN SponsorPS Power SponsorH - HostileN - NeutralComputer Services Industry, IBMSelli

18、ng Skill TrainingSelling Skill Training 2006 IBM Corporation23政治銷售 總結建立你自己的影響圈；了解客戶的個人需求；NO SPONSOR = NO SALEComputer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation24項目評估Opportunity AssessmentComputer Services Industry, IBMSelling Skill TrainingSelling Skill

19、Training 2006 IBM Corporation25項目評估這是一個銷售機會嗎?1. 客戶的市場計劃2. 客戶的業(yè)務情況3. 客戶的財務狀況4. 客戶的預算狀況5. 客戶的采購意愿和動力IBM 能否競爭?6. 客戶的正式?jīng)Q策流程7. 解決方案是否契合客戶的市場計劃8. 解決方案是否契合客戶的業(yè)務需求9. 所需的配比資源和能力10. 獨特的價值11. 目前與客戶的關系Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation26項目評估IBM能贏嗎?12

20、. 與客戶關鍵決策人物的接觸13. 客戶購買意愿14. 非正式的決策過程15. 客戶內部的政治情況16. 企業(yè)文化的兼容17. 項目的評估值得去贏嗎?18. 短期業(yè)績19. 長期機會20. 利潤狀況21. 風險評估22. Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation27SSM 以客戶為中心的銷售流程Evaluate business environmentUnderstand customer business and IT environment

21、1Develop business strategy and initiativesDevelop plan linked to customer business initiatives2Recognize needsEstablish the buying vision with the customer3Evaluate optionsArticulate IBM capabilities and qualify the opportunity4Select solution optionDevelop solution with customer5Resolve concerns an

22、d decideClose sale6Implement solution and evaluate successMonitor solution implementation & ensure the expectation7customer agree with outcome & progressIdentify10Validated25Qualified50Proposed, agreement75Won100Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006

23、 IBM Corporation28Product, market & business knowledgeProduct, market & business knowledgeHas a thorough grasp of products & servicesFully aware of competitors activities & market trendProfit consciousDisplays expertise in sales processCustomer relationshipCustomer relationshipQuickl

24、y builds rapport & easily establishes relationship with customers Engages in activities that will promote long-term collaboration with partners/distributors/customersKnows the key players within the customer organizations and build broad-based support to sustain and expand the relationship.Fact

25、finding and problem solvingFact finding and problem solvingUncovers & deeply understands customers business needs Able to explore a range of solutions that address customers concernAble to handle complex situation with good judgmentTakes advance action against potential problems and able to deve

26、lop contingency plansSales Core Competence 1Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation29CommunicationCommunicationSpeaks fluently and confidentlyWrites clearly and conciselyAble to deliver well-organized & high-impact presentation for a range

27、 of customersAble to create effective, professional documents and proposalsResult-drivenResult-drivenWillingly takes calculated risk to achieve sales objectivesPerseveres to attain & exceed challenging goalsMonitors and tracks progress to ensure meeting customers needs as promisedAlways ready to

28、 explore new opportunitiesNegotiate and influenceNegotiate and influencePersuades others with effective rationalesAble to change peoples view and influence their decisionAddress objections skillfully Sales Core Competence 2Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2

29、006 IBM Corporation30ReliabilitiesReliabilitiesFollows directions from supervisors and respect policies and proceduresDisplays high integrityEarns trust of others through making and keeping realistic commitmentDemonstrates a strong sense of ownershipCreativity and flexibilityCreativity and flexibili

30、tyAble to create new ideas, methods, practical solutionsWilling to adapt oneself to the new or changing situationsCopes with stress effectively Stays positive despite set-backsActs on own initiatives to continuously improve processesPersonal EffectivenessPersonal EffectivenessDevelops effective and

31、supportive relationship with colleaguesOrganizes own time effectively and set the right prioritiesKnows when to work alone and when to work together with others Able to allocate and manipulate the right resource to meet business needsSales Core Competence 3Computer Services Industry, IBMSelling Skil

32、l TrainingSelling Skill Training 2006 IBM Corporation31面談注意事項基本禮儀和禮貌充分準備，突顯專業(yè)水準聽比說重要確認，確認，再確認不可急于求成，遺留后患先為人，后成事Computer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation32面談基本技巧Basic Customer Call SkillComputer Services Industry, IBMSelling Skill TrainingSelling Skill Training 2006 IBM Corporation334以客戶為中心4更加看重知識4業(yè)務關系的確立4與客戶之間經(jīng)常保持密切的聯(lián)系推銷策略的轉變Computer Services Industry, IBMSelling Skill TrainingSelling Skill Train