渠道銷售攻心術(shù)如何深入解剖

1Psyche-ChannelSelling:HowtoGetintotheMindsofChannelPartnersandGetOptimalResults

渠道銷售攻心術(shù)：怎樣深入解剖渠道搭檔心態(tài)，創(chuàng)造有職業(yè)績(jī)渠道銷售攻心術(shù)如何深入解剖第1頁(yè)2TopSalesPeopleDon’tNecessaryBecomeGoodChannelSalesManagers.Why?

卓越銷售員不一定就是優(yōu)異渠道銷售經(jīng)理。為何？渠道銷售攻心術(shù)如何深入解剖第2頁(yè)3WhatareSomeKeyChallengesFacedwhenManagingChannelPartners？管理渠道搭檔最常見(jiàn)挑戰(zhàn)有哪些？渠道銷售攻心術(shù)如何深入解剖第3頁(yè)4ElementsofEffectiveChannelSalesLeadership 渠道銷售領(lǐng)導(dǎo)力主要原因DutiesandResponsibilitiesofaChannelSalesManager 銷售經(jīng)理職責(zé)KeyChallengesFacedwhenWorkingwithChannelPartners 與渠道搭檔合作常見(jiàn)挑戰(zhàn)UnderstandingtheTypesofChannelPartners 了解渠道搭檔不一樣分類CommunicatingwithYourChannelPartners 怎樣與渠道搭檔有效溝通PlanningforSuccess為成功作策劃ManagingthePipeline 管道管理ConflictResolution 沖突管理渠道銷售攻心術(shù)如何深入解剖第4頁(yè)5ElementsofEffectiveChannelSalesLeadership 渠道銷售領(lǐng)導(dǎo)力主要原因DutiesandResponsibilitiesofaChannelSalesManager 銷售經(jīng)理職責(zé)渠道銷售攻心術(shù)如何深入解剖第5頁(yè)6ExactlyWhatDoesaChannelSalesManagerNeedtoDo?渠道銷售經(jīng)理終究需要做些什么？渠道銷售攻心術(shù)如何深入解剖第6頁(yè)7DutiesandResponsibilitiesofaChannelSalesManager渠道銷售經(jīng)理義務(wù)和責(zé)任Respondsatanyhour 隨傳隨到Accountpenetrationbycrossselling 深入客戶，交叉銷售Makesformalsalespresentations 做正式陳說(shuō)Closesthroughpersonalidentificationwiththeproduct/service 以個(gè)人對(duì)產(chǎn)品與服務(wù)認(rèn)同完成銷售Traininginastructuredsetting 有系統(tǒng)地給渠道搭檔做培訓(xùn)Makesjointcalls 一起造訪客戶Developscomprehensiveproductknowledgetobeacredibleresource 提升自己產(chǎn)品知識(shí)已成為權(quán)威Practicalintelligence 學(xué)以致用能力Analyticability 分析能力渠道銷售攻心術(shù)如何深入解剖第7頁(yè)8RespondsatAnyHour 隨傳隨到Almostalwaysavailableafterhourstorespondtotheneedsofbothinternalandexternalcustomers 在下班時(shí)間以后為內(nèi)、外部客戶服務(wù)Organizedandefficientintimemanagementduringthedaysothattheneedtoworkunscheduledhoursistheexceptionratherthantherule 良好時(shí)間管理，加班情況屬個(gè)案Resiststhedistractionofnon-work-relatedissues 不被廢工作事情分散注意Strongsenseofdutytothosewhoarecountingonhim/her 對(duì)服務(wù)對(duì)象擁有職責(zé)使命感Preparesaback-upsystemtocoverunpredictableorunpreventableoverloadsorabsence 有備無(wú)患

渠道銷售攻心術(shù)如何深入解剖第8頁(yè)9AccountPenetrationbyCrossSelling

深入客戶，交叉銷售Developsasalesplanforincreasingbusinesswithexistingcustomers 為現(xiàn)有客戶確定銷售計(jì)劃，以增加銷售額Promotesanexpansionofthecurrentproductline 有針對(duì)性地銷售更多產(chǎn)品Paysattentiontotrendsorproblemsthatcurrentsolutionsdonotsolve 對(duì)當(dāng)前產(chǎn)品所不能處理問(wèn)題或趨勢(shì)保持關(guān)注Workstogeneratecontinuedbusinessfromexistingaccounts 保住客戶，細(xì)水長(zhǎng)流emphasizingsteadyincomeflowoveroccasionalwindfall 比較喜歡細(xì)水長(zhǎng)流多過(guò)一夜致富Trackschangesinthecustomer’sorganisationorspecificationsthatwouldchangeexistingbusinessarrangements 關(guān)注客戶購(gòu)置、組織結(jié)構(gòu)改變，以防萬(wàn)一Monitorsbuyingpatternstoensureuninterrupteddeliveryofthedesiredbenefits 關(guān)注客戶購(gòu)置習(xí)慣，確保不會(huì)斷貨渠道銷售攻心術(shù)如何深入解剖第9頁(yè)10MakesFormalPresentations 做正式陳說(shuō)Customizestheprogramtotheaudience,usingminimalboilerplatecomponents 使用最少樣板文件來(lái)為觀眾作陳說(shuō)Takesthetimetoprepareastudiedpresentationwhichtheaudiencecanresonate 愿意花時(shí)間去準(zhǔn)備一個(gè)能夠引發(fā)觀眾共鳴陳說(shuō)Issensitivetoaudiencefeedbackandadjuststhepresentationtosustaintheirinterest 敏感對(duì)待觀眾反饋并調(diào)整陳說(shuō)以引發(fā)他們連續(xù)興趣Createsamemorablestagepresence 創(chuàng)造一個(gè)難忘舞臺(tái)格調(diào)Enjoysapplauseandattentionwhensuccessful 享受成功掌聲與喝彩渠道銷售攻心術(shù)如何深入解剖第10頁(yè)11Closesthroughpersonalidentificationwiththeproduct/service 以個(gè)人對(duì)產(chǎn)品與服務(wù)認(rèn)同完成銷售Personallybelievesinthebenefitsofhisproductorsolution 個(gè)人對(duì)產(chǎn)品或服務(wù)非常認(rèn)同Willingtostandbehindourofferingswhencompetingforthechannelpartner’sinterestorshelfspace 愿意力推自家產(chǎn)品，以取得渠道搭檔青睞Recognizesthatthecustomermayhavesecondthoughtsorisbeingcourtedbythecompetition 了解客戶隨時(shí)會(huì)受到競(jìng)爭(zhēng)對(duì)手誘惑Initiatesadditionalbenefitstosupportthechannelpartner’scommitment 為了取得競(jìng)爭(zhēng)對(duì)手支持而主動(dòng)給對(duì)方更大幫助Keepsthechannelpartnermotivatedtopromoteproductlinebyworkingwithchannelpartners’salespeopletoclosechallengingsales 與渠道搭檔業(yè)務(wù)員拉近距離，確保渠道搭檔支持我方產(chǎn)品Breaksthesalesprocessintomanageablesteps,seekingcontinuedagreementfromthecustomerateachstepbeforemovingon 將銷售流程模塊化，在每一個(gè)步驟先取得客戶認(rèn)同才往下一步走Appliesenoughpressuretokeepabuyingcommitmentfromstallingbutavoidspushingthechannelpartnerintoaneutralornegativeposition 給客戶實(shí)施適當(dāng)壓力，既不讓對(duì)方舉棋不定，也不讓對(duì)方臨陣退縮渠道銷售攻心術(shù)如何深入解剖第11頁(yè)12TraininginaStructuredSetting 有系統(tǒng)地給渠道搭檔做培訓(xùn)Preparesscheduledandconsistentprogramstotrainoreducateothers 定時(shí)安排以執(zhí)行培訓(xùn)項(xiàng)目來(lái)訓(xùn)練或培育他人Establishesmeasurablecriteriaforassessingprogressinthelearningprocess 為了衡量學(xué)習(xí)進(jìn)度，在學(xué)習(xí)進(jìn)程中建立可測(cè)量標(biāo)準(zhǔn)Demonstratespatienceandawillingnesstorepeatorreinforceideasandinformationuntiltheaudienceunderstands 展示耐心并愿意重覆或加深本身提議和信息，直到對(duì)方完全了解、接收Focusestrainingsessionsonthosecompetenciesthatwillmakeadifferenceinthegroup’sultimateeffectiveness 將培訓(xùn)集中在那些能改變團(tuán)體最終績(jī)效技能上Concentratesmoreontheresultsproducedthanwithhowattractiveorentertainingthetrainingcanbe 把注意更多放在結(jié)果，而不是怎樣是培訓(xùn)更具娛樂(lè)性或吸引力渠道銷售攻心術(shù)如何深入解剖第12頁(yè)13MakesJointCalls 一起造訪客戶Regularlyobservesassignedsalespeopleinactiontooffersuggestionsforskilldevelopment 經(jīng)常觀察相關(guān)業(yè)務(wù)員實(shí)際銷售情況，并給于技能發(fā)展意見(jiàn)Iswillingtostepoutofthelimelightandfunctioninasupportingrole愿意跨出舞臺(tái)中心成為在外支持角色Respondstosalesopportunitieswithminimalpreparation;abletorespondspontaneouslywhencircumstanceschange 當(dāng)情況改變能自發(fā)地反應(yīng),能夠反應(yīng)銷售機(jī)會(huì)與最小準(zhǔn)備Adjustscoachingorassistancetoaccommodatetheunpredictableaspectsofeachcustomercontact 按照不一樣客戶不一樣反應(yīng)調(diào)整輔導(dǎo)或幫助方式Keepsthefocusofhistrainingandsupportonclosingthesale,delegatingadministrativeorproceduraltaskstoothersifpossible 將注意力放在怎樣促使單子成交，并盡可能將行政、瑣碎工作交給他人渠道銷售攻心術(shù)如何深入解剖第13頁(yè)14PracticalIntelligence 學(xué)以致用能力Enjoyslearningandbroadeninghisdepthoflearningandinsightinawidearrayoftopics 享受學(xué)習(xí)并擴(kuò)展學(xué)習(xí)深度，并對(duì)遼闊話題擁有獨(dú)到看法。Absorbs,storesandrecallsnewinformationquickly 快速吸收，存放并回想新信息Dealscomfortablywithabstractconceptsandrelationships 針對(duì)抽象概念及關(guān)系能夠處理游刃有余Pursuesacademic,theoreticalorresearch-basedinformation 不停追求學(xué)術(shù)，理論或調(diào)研匯報(bào)信息渠道銷售攻心術(shù)如何深入解剖第14頁(yè)15AnalyticAbility 分析能力Possessesstrongdeductivereasoningskillsandiscapableofthinkingthroughproblemsinasystematicandlogicalmanner 具備很強(qiáng)推理技能而且以系統(tǒng)及邏輯方式來(lái)思索問(wèn)題。Drawssoundconclusionsfromtheinformationpresented 從信息中總結(jié)出結(jié)論Effectivelyweighstheaccuracyofdifferenttypesofinformation,includinginferences,abstractions,orgeneralizations 有效地斟酌不一樣類型信息準(zhǔn)確性，包含推斷，抽象化及概念化Maintainsobjectivityinthegatheringandanalysisofinformation 在搜集信息及分析同時(shí)保持客觀渠道銷售攻心術(shù)如何深入解剖第15頁(yè)16HowwouldyourateyourselfasaChannelSalesLeader? 怎樣評(píng)定你渠道銷售領(lǐng)導(dǎo)能力？Ranktheabovefactorsfrommosttoleastimportanttoyourjob 儀你工作性質(zhì)，給以上論點(diǎn)按照主要性次序排列Fromascaleof0-10,howdoyourateyourselfforeachfactor?假如以1-10分標(biāo)準(zhǔn)，1分為最差，10分為最好，針對(duì)每一題，您會(huì)為自己打幾分？Whataresomeofthechallengestobeabetterleader?成為一名優(yōu)異領(lǐng)導(dǎo)者挑戰(zhàn)有哪些？Howcanyouovercomethesechallenges?你應(yīng)該怎樣應(yīng)對(duì)這些挑戰(zhàn)？渠道銷售攻心術(shù)如何深入解剖第16頁(yè)17Whichsideofthelinedoyouliveon?

你活在線那一端?Responsibility負(fù)起責(zé)任Blame 責(zé)備Justification 辯解Excuses 借口渠道銷售攻心術(shù)如何深入解剖第17頁(yè)18ElementsofEffectiveChannelSalesLeadership 渠道銷售領(lǐng)導(dǎo)力主要原因DutiesandResponsibilitiesofaChannelSalesManager 銷售經(jīng)理職責(zé)KeyChallengesFacedwhenWorkingwithChannelPartners 與渠道搭檔合作常見(jiàn)挑戰(zhàn)渠道銷售攻心術(shù)如何深入解剖第18頁(yè)19WhatareSomeKeyChallengesFacedwhenManagingChannelPartners？管理渠道搭檔最常見(jiàn)挑戰(zhàn)有哪些？渠道銷售攻心術(shù)如何深入解剖第19頁(yè)20KeyConversationswithChannelPartners 與渠道搭檔主要談話Supplier供給商: YouMUSTcarryourfull-lineofproducts,andNOTjustsellthefewspecialiseditems 你必須銷售我們?nèi)慨a(chǎn)品，而不是專門(mén)賣這幾個(gè)(Sellingthespecialisedproductsiseasy;INEEDyoutosellotherproductsaswell! 賣這種產(chǎn)品可輕易了；我需要你賣其它！)ChannelPartner渠道搭檔: WeSHOULDconcentrateonourstrengths,andNOTpushallproducts 我們應(yīng)該揚(yáng)長(zhǎng)避短，而不是樣樣都賣(There’snomoneyinyourotherproducts,andIcangetsubstitutesatbetterprices 你其它產(chǎn)品都賺不了錢，而且我還能從競(jìng)爭(zhēng)品牌取得更加好價(jià)格)渠道銷售攻心術(shù)如何深入解剖第20頁(yè)21KeyConversationswithChannelPartners 與渠道搭檔主要談話Supplier供給商: WeNEEDyoutofocusonourproducts 我需要你專注賣我們產(chǎn)品(Howcanyousellforourdirectcompetitorsaswell? 你怎么能夠賣我們死對(duì)頭產(chǎn)品呢？)ChannelPartner渠道搭檔: WeNEEDexclusiveterritories 我們需要獨(dú)家代理權(quán)(Youaredoingbusinesswithourrivalstoo,andyouareNOTgivingusthebestprice 你不也是在跟我們死對(duì)頭做生意，而且還不給我們最好價(jià)格)渠道銷售攻心術(shù)如何深入解剖第21頁(yè)22KeyConversationswithChannelPartners 與渠道搭檔主要談話Supplier供給商: Weneedyoutosellournewproductsanddevelopnewmarketsmoreactively 我們需要你更主動(dòng)地售賣我們新品，并加強(qiáng)市場(chǎng)開(kāi)拓力度(Weneedyoutosellbeyondexistingcustomersandproducts 別老賣一樣產(chǎn)品給一樣客戶)ChannelPartner渠道搭檔: Canyouprovideuswithmarketingsupporttosellnewproductsanddevelopnewcustomers? 你們能否給我們提供相關(guān)市場(chǎng)營(yíng)銷支持，幫我們賣新品、找新客戶？(Doingsocoststoomuchandtakesuptoomuchtime,andwe’drathersticktowhatwedobest 這么折騰對(duì)我們是吃力不討好，我們寧可做我們熟悉)渠道銷售攻心術(shù)如何深入解剖第22頁(yè)23KeyConversationswithChannelPartners 與渠道搭檔主要談話Supplier供給商: Wemustknowourend-customersingreaterdetail 我們必須深入了解終端客戶(Wedon’tknowwhyourcustomersbuyfromus,andhowtheyuseourproducts,butyetwehandleallthecomplaints 我們不知道客戶為何跟我們購(gòu)置，或他們?cè)鯓邮褂梦覀儺a(chǎn)品，但一旦有客戶投訴我們就得馬上做出回應(yīng))ChannelPartner渠道搭檔: Wewilltellyouwhatyouneedtoknow 該讓你知道，我們就會(huì)讓你知道(IfIletyouknowmycustomers,you’llbestealingthemaway 我才不會(huì)給你我們客戶信息，省得被你們挖墻腳)渠道銷售攻心術(shù)如何深入解剖第23頁(yè)24KeyConversationswithChannelPartners 與渠道搭檔主要談話Supplier供給商: Yourchannelmarginsaretoohigh 你們渠道利潤(rùn)要得太高了(Youchargetoomuchandprovidetoolittlevaluetoend-customers 你漫天要價(jià)卻不見(jiàn)你們給客戶提供多一點(diǎn)價(jià)值)ChannelPartner渠道搭檔: Yourpricesaretoohigh 你們價(jià)格太高了(YouareNOTworththepriceyouthinkyoucommand 你們產(chǎn)品原來(lái)就不值這個(gè)價(jià))渠道銷售攻心術(shù)如何深入解剖第24頁(yè)25KeyConversationswithChannelPartners 與渠道搭檔主要談話Supplier供給商: YouMUSTimproveyoursalesefforts 你必須改進(jìn)你銷售方式(Youneedawell-trained,professionalsalesforcetobereallysupportingus你必須得有支訓(xùn)練有素專業(yè)銷售團(tuán)體來(lái)支持我們)ChannelPartner

渠道搭檔: YouMUSTimproveyoursalespromotion 你們必須加強(qiáng)你們促銷活動(dòng)(Ourothersuppliersgiveusmoresupport.Youmustlearnfromthem 其它供給商都給我們更實(shí)質(zhì)促銷支持，你得跟他們學(xué)學(xué))渠道銷售攻心術(shù)如何深入解剖第25頁(yè)26KeyConversationswithChannelPartners 與渠道搭檔主要談話Supplier供給商: Wemustworktogether 我們必須多多合作ChannelPartner渠道搭檔: Agreed 同意渠道銷售攻心術(shù)如何深入解剖第26頁(yè)27KeyChallengesFacedwhenManagingChannelPartners 管理渠道搭檔最常見(jiàn)挑戰(zhàn)Over-promiseandunder-deliver 給過(guò)承諾無(wú)法兌現(xiàn)Growthstagnatedafterinitialsuccess 業(yè)績(jī)?cè)黾釉谠缙诿蜐q后就進(jìn)入U(xiǎn)nabletosellatbettermarginsorprices 無(wú)法以更加好價(jià)格或利潤(rùn)進(jìn)行銷售Unabletosellnewproducts 無(wú)法銷售新品Unabletodevelopnewmarketsbeyondestablishedbase 無(wú)法開(kāi)拓新客戶或市場(chǎng)Lackofafter-salesupportforend-customers 缺乏售后服務(wù)Weareunabletounderstandourcustomers’realneeds 我方無(wú)法了解客戶實(shí)質(zhì)需求Theyjustdon’ttrustus 他們不信任我們Whenyouareunhappywiththeirperformance,youcan’tfirethem 當(dāng)你對(duì)他們業(yè)績(jī)不滿時(shí)，還不能炒他們魷魚(yú)渠道銷售攻心術(shù)如何深入解剖第27頁(yè)28Whataresomeofthecausesofsuchchallenges?這些挑戰(zhàn)前因是什么呢？渠道銷售攻心術(shù)如何深入解剖第28頁(yè)29Whatattractschannelpartnerstoworkwithyou? 渠道搭檔為何要跟你合作？Yourproductsells 產(chǎn)品銷量好Yourproductiseasytosell 產(chǎn)品輕易賣Highmargins 利潤(rùn)高Goodsupport 得到良好支持Whoisgivingwhomsupportmostofthetime?大部分時(shí)間是誰(shuí)為誰(shuí)服務(wù)？渠道銷售攻心術(shù)如何深入解剖第29頁(yè)30HowChannelPartnersareSelected

渠道搭檔是怎么招來(lái)Channelpartnersareselectedbasedonthosewithreadycustomers 渠道搭檔篩選標(biāo)準(zhǔn)主要是考慮他們有沒(méi)有現(xiàn)有客戶Specialoffersaregivensothatthesenewchannelpartnerscanmakesomequicksuccesses 為了讓他們盡快吃到甜頭，有時(shí)還給他們更優(yōu)惠價(jià)格Exclusiveterritorialrightsgiven,esp.totheonethatbringsinthelargestvolume 給他們區(qū)域獨(dú)家授權(quán)，尤其是針對(duì)那些單量多Notmuchisknownabouthowmanyothercompetingbrandsdotheycarry 他們到底還有代理哪些競(jìng)爭(zhēng)品牌，我們知道不多Notmuchisknownabouthowthechannelpartnerwilldevelopinthefuture 對(duì)于他們未來(lái)發(fā)展趨勢(shì)，我們知道更少渠道銷售攻心術(shù)如何深入解剖第30頁(yè)31ElementsofEffectiveChannelSalesLeadership 渠道銷售領(lǐng)導(dǎo)力主要原因DutiesandResponsibilitiesofaChannelSalesManager 銷售經(jīng)理職責(zé)KeyChallengesFacedwhenWorkingwithChannelPartners 與渠道搭檔合作常見(jiàn)挑戰(zhàn)UnderstandingtheTypesofChannelPartners 了解渠道搭檔不一樣分類渠道銷售攻心術(shù)如何深入解剖第31頁(yè)32CaseStudy1 案例1Youhave3topchannelpartnerwhocontributesignificantlytoyourtotalsalesrevenue 你有3位業(yè)績(jī)出眾渠道搭檔。他們業(yè)績(jī)占據(jù)企業(yè)總業(yè)績(jī)大部分However,eachoneofthemhasgotdifferentproblems 不過(guò)他們每一人都有一些毛病:“A”givesalotofdiscountstotheextentthatyoudon’tmakemuchprofits “A”

在價(jià)錢方面打很多折，基本上造成企業(yè)利潤(rùn)少了許多“B”isgreatingettinggoodmargins,butneverprovideanyformofafter-salesservice “B”利潤(rùn)保持很高，但從來(lái)不為客戶作任何售后服務(wù)“C”generatessalesonlyfrom2-3existingcustomers,andhasnotgainedasinglenewcustomerinthelast3years “C”則只跟2-3位老客戶做銷售，而且在之前3年都沒(méi)有引進(jìn)新客戶Whatwouldyoudo? 你會(huì)怎么做？渠道銷售攻心術(shù)如何深入解剖第32頁(yè)333TypesofChannelPartners 3種截然不一樣渠道搭檔Trader 倒?fàn)擬afia 關(guān)系戶Consultant 顧問(wèn)渠道銷售攻心術(shù)如何深入解剖第33頁(yè)34TheTrader 倒?fàn)擣irsttothemarket 市場(chǎng)領(lǐng)頭羊Highvolume 高單量Highdiscounts 打折高Prefershortsalescycles 喜歡短銷售周期PreferNOTtoprovideafter-salesservice 不愿作售后服務(wù)渠道銷售攻心術(shù)如何深入解剖第34頁(yè)35TheMafia 關(guān)系戶Personalnetworks 人脈多Sellonrelationship 靠關(guān)系吃飯Protectiveofrelationship 保護(hù)私密關(guān)系Investsintimetoharnessrelationship 愿意為培養(yǎng)關(guān)系投入時(shí)間、精力Lacksin-depthtechnicalknowledge 缺乏深層技術(shù)知識(shí)Weakestindevelopingnewcustomers 開(kāi)發(fā)新客戶最弱渠道銷售攻心術(shù)如何深入解剖第35頁(yè)36TheConsultant 顧問(wèn)Understandscustomersin-depthbusinessandtechnicalneeds 深入了解客戶商務(wù)、技術(shù)要求Goodinsellingcomplexsolutions 銷售復(fù)雜項(xiàng)目方案能力強(qiáng)Likelytobeformertechnicalstaffturneddistributor 很可能是技術(shù)人員變經(jīng)銷商Weakestingeneratingleads,butgoodinfollowingthrough 找尋新銷售線索能力差，但對(duì)客戶跟蹤能力強(qiáng) 渠道銷售攻心術(shù)如何深入解剖第36頁(yè)37WhichTypedoYourChannelPartnerBelongto?你渠道搭檔屬于哪一類？渠道銷售攻心術(shù)如何深入解剖第37頁(yè)38PositiveSelectionCriteria 正面篩選標(biāo)桿Theirgoalsarealignedwithours 他們目標(biāo)與我們一致Valueoftheircustomerbase 他們客源價(jià)值Theirpeoplearehighlymotivated 他們內(nèi)部斗志高昂Theyareingoodfinancialhealth 他們財(cái)務(wù)情況好Theirpeoplehavegoodsalesoraccountmanagementskills 他們擁有良好銷售或客戶管理技巧Theycandevelopnewmarketsorfullycovertheirterritory 他們能夠在給與他們區(qū)域范圍覆蓋整個(gè)市場(chǎng)Theycansellnewproducts 他們能夠銷售新品Productknowledgeandtechnicalskill 產(chǎn)品與技術(shù)知識(shí)Theamountofprofittheycontributeoverthelong-term 他們長(zhǎng)久所能夠貢獻(xiàn)多少盈利給我們Abilitytosucceedwithourproducts 他們能夠銷售我們這么產(chǎn)品渠道銷售攻心術(shù)如何深入解剖第38頁(yè)39NegativeSelectionCriteria 負(fù)面篩選標(biāo)桿Othersupplierscompetingfortheirattention 他們還需應(yīng)付多少其它供給商Resistancetochangeandacceptnewideas 對(duì)新觀點(diǎn)、理念、改變抗拒WeakReputationandmarketposition 不良聲譽(yù)及市場(chǎng)定位Strengthoflocalcompetitors 當(dāng)?shù)馗?jìng)爭(zhēng)激烈程度Limitedsizeoflocalmarket 當(dāng)?shù)厥袌?chǎng)局限Adverselocalmarkettrends 負(fù)面市場(chǎng)趨勢(shì)Unknowninformation:anyoftheabovethatwedoNOTknowabout? 不明確信息：針對(duì)以上有哪些我們是還未知道?渠道銷售攻心術(shù)如何深入解剖第39頁(yè)40ChannelDevelopmentPlan 渠道發(fā)展計(jì)劃Territorialallocation 按區(qū)域分配Easytomanage 管理簡(jiǎn)單Avoidschannelconflict 輕易防止渠道糾紛Servestheirlocalmarket 服務(wù)于他們當(dāng)?shù)厥袌?chǎng)Maymissoutcross-regionalopportunities 可能失去跨區(qū)域機(jī)會(huì)Maynotcoverallkindsofcustomers 可能無(wú)法覆蓋全部客戶Allocationbycustomergroups 按客戶分配Moreattentiontothecustomer 更關(guān)注客戶Morespecialisedknowledgeaboutthecustomer’sbusiness 了解客戶商務(wù)情況Morepossibilitiestosellnewproductstocustomergroups 更多銷售新品機(jī)會(huì)Higherchancesofchannelconflict 渠道糾紛概率較高M(jìn)orecomplextomanage 比較復(fù)雜渠道銷售攻心術(shù)如何深入解剖第40頁(yè)41ChannelDevelopmentPlan 渠道發(fā)展計(jì)劃Exclusivedistributorship 獨(dú)家代理Buildstrust 建立信任Gainscommitment 取得對(duì)方承諾Maybecomplacentafterawhile 久了輕易自滿Difficultforustodevelopnewmarketsandselltonewcustomers 較難以開(kāi)拓新市場(chǎng)及新客戶Difficulttotakeactionsforpoorperformance 業(yè)績(jī)不理想時(shí)，較難以采取對(duì)應(yīng)辦法Non-Exclusivedistributorship 非獨(dú)家代理Healthycompetition 健康競(jìng)爭(zhēng)Differentlevelsofdistributorship 不一樣級(jí)別代理權(quán)Coversthemarketmoreeffectively 市場(chǎng)覆蓋率高Higherbargainingpowerforus 給我們更高談判籌碼Scopeforchannelconflict 渠道糾紛概率Scopeformis-trust 不信任可能性渠道銷售攻心術(shù)如何深入解剖第41頁(yè)42ChannelDevelopmentPlan 渠道發(fā)展計(jì)劃Volume-basedobjectives 以量作指標(biāo)Allbusinessisgoodbusiness 全部訂單都是好Buildvolumeandmarketsharefast 快速提升銷量及市場(chǎng)占有Providediscountstogetdeals 打折下單Goodforearlystagesofbusinessdevelopment 對(duì)創(chuàng)業(yè)早期好StrategicObjectives 戰(zhàn)略指標(biāo)Onlysomekindsofbusinessisgoodbusiness 只有一些單子是好Developingkeyaccountsandlaunchingnewproducts 發(fā)展大客戶及新產(chǎn)品Focusonaddedvaluesolutionstosellatbettermargins 提升附加值以賣高價(jià)Goodforlaterstagesofbusinessdevelopment 對(duì)創(chuàng)業(yè)后期好渠道銷售攻心術(shù)如何深入解剖第42頁(yè)43StrategiestoDealwith“Trader”ChannelPartners 應(yīng)對(duì)“倒?fàn)敗鼻来顧nProvideuniqueproductsor 提供獨(dú)特產(chǎn)品，或Providelow-costproducts 供給低價(jià)產(chǎn)品Focusonvolumesale 重視單量Trainingtobeframeasmeanstohelpthemattractmorebuyers 假如要給他做培訓(xùn)，就得說(shuō)服他培訓(xùn)能幫他吸引更多買家渠道銷售攻心術(shù)如何深入解剖第43頁(yè)44StrategiestoDealwith“Mafia”ChannelPartners 應(yīng)對(duì)“幫會(huì)”渠道搭檔Respecttheirrelationshipswiththeircustomers 尊重她們與她們客戶關(guān)系Taketimeandefforttobuildtrust 投入時(shí)間與精力建立信任Earnthetrusttohelpthempenetratefurtherintotheiraccounts 博取他們信任，幫助他們深入開(kāi)發(fā)他們客戶Trainingtobeframeasmeanstohelpthemimpresstheircustomers

假如要給他做培訓(xùn)，就得說(shuō)服他培訓(xùn)能幫他在客戶面前能顯得更專業(yè)渠道銷售攻心術(shù)如何深入解剖第44頁(yè)45StrategiestoDealwith“Consultant”ChannelPartners應(yīng)對(duì)“顧問(wèn)”渠道搭檔Provideleadsforthemtofollow 提供他們銷售線索Getthemfocusedoncomplexsolutionsales 讓他們專注于項(xiàng)目方案銷售Trainingtobeframeasmeanstocommunicatebetterwithcustomers 假如要給他做培訓(xùn)，就得說(shuō)服他培訓(xùn)能幫他更加好地與客戶溝通渠道銷售攻心術(shù)如何深入解剖第45頁(yè)46TheRealityofManagingChannelPartners 渠道搭檔管理現(xiàn)實(shí)30%ofyourChannelPartnersmayproduce90%ofyoursales 你30%渠道搭檔可能給你90%銷售Around50%ofyourperformingChannelPartnerswillNOTbeabletoadapttonewsalessituations 大約50%渠道搭檔沒(méi)法與時(shí)俱進(jìn)，適應(yīng)新銷售環(huán)境About50%ofyourperformingChannelPartnerswillgiveyoudiminishingsalesafter3-5years 大約50%渠道搭檔銷量在3-5年后將停滯不前About15-20%ofyourunder-performingChannelPartnersmayturnouttobedarkhorsesinthefuture渠道銷售攻心術(shù)如何深入解剖第46頁(yè)47SpendingtheRightTimewiththeRightChannelPartner 善用時(shí)間維護(hù)渠道搭檔關(guān)系TheSalesPerson’sMostImportantResource 銷售員最主要資源Time 時(shí)間渠道銷售攻心術(shù)如何深入解剖第47頁(yè)48SpendingtheRightTimewiththeRightChannelPartner 善用時(shí)間維護(hù)渠道搭檔關(guān)系Youcanchoosetospendtimeongoodchannelpartners;Orwasteinonnon-performing

ones你能夠?qū)r(shí)間用在有質(zhì)量渠道搭檔；也能夠耗在朽木身上渠道銷售攻心術(shù)如何深入解剖第48頁(yè)49ChallengesinSalesManagement 銷售管理碰到挑戰(zhàn)Lessthan15%ofsuperstarsalespeoplesucceedinmanagement少于15%頂尖銷售人員能夠成為稱職經(jīng)理Mostpeopleleavetheirjobsbecausetheycouldnotgetalongwiththeirsupervisors 大部分離職員工都是因?yàn)闊o(wú)法與上級(jí)融洽相處而這么做Only19%ofeffectivenewbusinessdevelopersareeffectiveatmaintaininglong-termcustomers 只有19%新客戶開(kāi)拓人員能夠與客戶保持久遠(yuǎn)良好關(guān)系Lessthan15%ofkeyaccountmanagersarecomfortabledevelopingnewbusinesses 只有15%客戶經(jīng)理對(duì)發(fā)展新客戶感到適意渠道銷售攻心術(shù)如何深入解剖第49頁(yè)50ChallengesinSalesManagement 銷售管理碰到挑戰(zhàn)Nearly65%ofsalespeoplewhofailcouldhavesucceededintherighttypeofsalespositionfortheirskills 快要65%表現(xiàn)欠佳業(yè)務(wù)員能在更適當(dāng)銷售崗位上創(chuàng)造更優(yōu)越業(yè)績(jī)Nearly70%ofstrongcustomersupportandservicestaffareabletomaintaincustomerrelationships 快要70%客服人員能夠與客戶保持良好長(zhǎng)久關(guān)系60%ofsalespositionfailuresarerelatedtoindividualswiththewrongskillsfortheposition 60%銷售人員無(wú)法勝任其職是因?yàn)閭€(gè)人技能與崗位不匹配渠道銷售攻心術(shù)如何深入解剖第50頁(yè)51WhatDoCustomersExpectfromSalesPeople? 客戶對(duì)銷售員有什么期望？Bepersonallyaccountableforcustomers’results 為客戶績(jī)效負(fù)擔(dān)個(gè)人責(zé)任Understandcustomers’business 了解客戶商務(wù)模式Proactivelyprovideadviceforcustomers 主動(dòng)為客戶提出提議Suggesttherightsolutionsthatsolvecustomers’problems 提出能處理客戶迷惑有效方案Beeasilyaccessible 客戶能隨時(shí)聯(lián)絡(luò)上Becreativeinrespondingtocustomers’needs 能為客戶需求提出有創(chuàng)意處理方法Source:HRChally渠道銷售攻心術(shù)如何深入解剖第51頁(yè)52BadSalesHabits 不良銷售習(xí)慣Complainingtoomuchanddoingtoolittle滿腹怨言卻無(wú)所行動(dòng)Talkingtoomuchandaskingtoolittle 說(shuō)得太多，問(wèn)得太少Noefforttounderstandcustomers’hiddenneeds不試圖了解客戶潛在需求Spendingtoomuchtimeonunimportantthings為芝麻小事好太多時(shí)間

Arguingwithcustomersandbadmouthingcompetitors 與客戶爭(zhēng)論，并說(shuō)競(jìng)爭(zhēng)對(duì)手壞話Unwillingtoshareinformationandcross-sell 不愿共享信息及交叉銷售Investingtheentirerelationshipwiththecustomers’organisationwithjustonly1contactperson 與客戶關(guān)系僅建立在一個(gè)聯(lián)絡(luò)人基礎(chǔ)上Others? 其它？渠道銷售攻心術(shù)如何深入解剖第52頁(yè)53DefinitionofCulture

文化定義Thingspeopledounconsciously人們無(wú)意中做事情渠道銷售攻心術(shù)如何深入解剖第53頁(yè)54TheCorporateCultureofYourChannelPartnersTellsaLotaboutThem你渠道搭檔企業(yè)文化其實(shí)能夠讓你了解他們很多事情渠道銷售攻心術(shù)如何深入解剖第54頁(yè)55MotivatingStaff 激勵(lì)員工HappyStaffvs.HungryStaff 高興員工和饑餓員工Whowillbemoremotivated?誰(shuí)更有工作動(dòng)力？Thequestionishowwekeepstaffhungry問(wèn)題是我們?cè)鯓幼寙T工保持饑餓Atthesametime,weneedtofeedthemaswell同時(shí)，我們要喂養(yǎng)他們Whatdowefeedorstaffwith?我們?cè)撛鯓游桂B(yǎng)他們呢？渠道銷售攻心術(shù)如何深入解剖第55頁(yè)56WhatMotivatesSalesPeople? 什么能夠激勵(lì)業(yè)務(wù)員？Money 金錢Achievement 成就Recognition 認(rèn)可Relationship 關(guān)系Prestige 聲望Goodenvironmenttogrow 良好成長(zhǎng)環(huán)境Others 其它渠道銷售攻心術(shù)如何深入解剖第56頁(yè)57ElementsofEffectiveChannelSalesLeadership 渠道銷售領(lǐng)導(dǎo)力主要原因DutiesandResponsibilitiesofaChannelSalesManager 銷售經(jīng)理職責(zé)KeyChallengesFacedwhenWorkingwithChannelPartners 與渠道搭檔合作常見(jiàn)挑戰(zhàn)UnderstandingtheTypesofChannelPartners 了解渠道搭檔不一樣分類

CommunicatingwithYourChannelPartners 怎樣與渠道搭檔有效溝通渠道銷售攻心術(shù)如何深入解剖第57頁(yè)58ElementsofCommunication 溝通要素Words 文字Tonality 聲調(diào)Visuals 視覺(jué)BodyLanguage 肢體語(yǔ)言渠道銷售攻心術(shù)如何深入解剖第58頁(yè)59Pleaserankthefollowingaccordingtoyourpreferenceatfirst-glance.請(qǐng)按照自己喜好，將以下形狀排列。答案沒(méi)有對(duì)錯(cuò)。憑直覺(jué)而不是靠邏輯。PersonalityAnalysis：性格分析Source: Psycho-GeometricsTM渠道銷售攻心術(shù)如何深入解剖第59頁(yè)60PersonalityAnalysis

性格分析FocusonResults 重視績(jī)效FocusonRelationships 重視關(guān)系FocusonDetails 重視細(xì)節(jié)Unclear 飄浮不定FocusonCreativity 重視創(chuàng)新渠道銷售攻心術(shù)如何深入解剖第60頁(yè)616WaystoMakePeopleLikeYouBecomegenuinelyinterestedinotherpeople 對(duì)他人真心誠(chéng)意地關(guān)注

Smile 微笑Rememberthataman'sNameistohimthesweetestandmostimportantsoundinanylanguage 記住一個(gè)人名字將是他所聽(tīng)到最優(yōu)美聲音Beagoodlistener.Encourageotherstotalkaboutthemselves 作認(rèn)為良好聆聽(tīng)者。勉勵(lì)他人多講

Talkinthetermsoftheotherperson'sinterest 從對(duì)方立意觀點(diǎn)進(jìn)行談話Maketheotherpersonfeelimportantanddoitsincerely 真誠(chéng)地讓對(duì)方感到受重視渠道銷售攻心術(shù)如何深入解剖第61頁(yè)6212WaystoWinPeopletoYourWayofThinkingAvoidarguments 防止?fàn)幊砈howrespectfortheotherperson'sopinions.Nevertellsomeonetheyarewrong 尊重對(duì)方觀點(diǎn)。不要直挑明對(duì)方錯(cuò)誤Ifyou'rewrong,admititquicklyandemphatically 假如你是錯(cuò)，盡快坦然認(rèn)可Begininafriendlyway 先禮后兵Startwithquestionsthattheotherpersonwillrespondpositively 用一些對(duì)方樂(lè)于回復(fù)問(wèn)題縣進(jìn)行提問(wèn)Lettheotherpersondothetalking 讓對(duì)方多講話Lettheotherpersonfeeltheideaishis/hers 讓對(duì)方以為點(diǎn)子是他想出來(lái)Seethingsfromtheotherperson'spointofview 換位思索Sympathizewiththeotherperson 體恤對(duì)方Appealtonoblemotives 以高尚動(dòng)機(jī)引發(fā)共鳴Dramatiseyourideas 將你想法以戲劇化方式陳說(shuō)Throwdownachallenge 下達(dá)挑戰(zhàn)渠道銷售攻心術(shù)如何深入解剖第62頁(yè)63UncoveringtheNeedsand“Pains”ofCustomers 挖掘客戶需求與“痛處”First,stateyourValidBusinessReason 首先，陳說(shuō)你適當(dāng)商務(wù)理由Then,askthefollowingtypesofquestions 接著提問(wèn)以下:Current-FutureStates 當(dāng)下與預(yù)期情況HighlightingandIntensifying“Pain”Areas 挖掘客戶“痛楚”ExpectedPaybacks/ROI 對(duì)方所預(yù)期回報(bào)AssociatedRisksandObstacles 相關(guān)風(fēng)險(xiǎn)與障礙ProvideAssurance 安撫他們憂慮渠道銷售攻心術(shù)如何深入解剖第63頁(yè)64Current-FutureStates 當(dāng)下與預(yù)期情況Everypotentialnewsaleisachangeforcustomers 每個(gè)新銷售單子對(duì)客戶來(lái)說(shuō)是一個(gè)改變Customerswillhavesomeexpectationsonhowtheywillwanttobenefitiftheyweretomakeapurchase 用戶會(huì)對(duì)將要購(gòu)置產(chǎn)品益處抱有一定期待Whencustomersarenotsureaboutwhattheirfuturestateis,theymaybethewrongpersontotalkto,ortheymaynothaveaclearbuyingneed當(dāng)用戶對(duì)預(yù)期情況不確定或他沒(méi)有明確購(gòu)置需求，那么你可能找錯(cuò)人了渠道銷售攻心術(shù)如何深入解剖第64頁(yè)65Current-FutureStates 當(dāng)下與預(yù)期情況Whatareyourkeyopportunitiesnow?Whatwillthatbefornextyear? 你以為你們當(dāng)前市場(chǎng)機(jī)遇在哪里？你以為明年將是怎樣？Whatarethemostprofitableproductsnow?Whatdoyouthinkwillbemostprofitablenextyear? 你們當(dāng)前最盈利產(chǎn)品是哪些？未來(lái)又會(huì)是哪些？How’sthemarketnow?Whatwillthatbe6monthslater? 當(dāng)前市場(chǎng)情況怎樣？6個(gè)月后又會(huì)怎樣？Whataresomekeychallengesyoufacenow?Whatdoyouthinktheywillbe2-3yearslater? 你當(dāng)前碰到哪些主要挑戰(zhàn)？2-3年后又會(huì)有怎樣挑戰(zhàn)呢？渠道銷售攻心術(shù)如何深入解剖第65頁(yè)66HighlightingandIntensifying“Pain”Areas 挖掘客戶“痛楚”Customerswithweaker“pain”issuesmaybelesslikelytobuy 痛楚比較少客戶購(gòu)置意識(shí)比較微弱Whatwillhappen… 假如……會(huì)怎樣？Whatwillhappenifnothingisdone? 假如什么都不做話會(huì)怎樣？Whatwillhappeniftheybuyfromaninferiorsupplier?假如跟次級(jí)供給商買會(huì)怎樣？Whatwillhappeniftheproductisofalowerquality?假如產(chǎn)品質(zhì)量低劣會(huì)怎樣？Whatwillhappenifittakesmuchlongertoship?假如送貨時(shí)間過(guò)長(zhǎng)會(huì)怎樣？Whatiftheafter-salesservice/maintenanceisnotbuttoexpectations?假如售后服務(wù)或維修比預(yù)期低許多會(huì)怎樣？渠道銷售攻心術(shù)如何深入解剖第66頁(yè)67ExpectedPaybacks/ROI 預(yù)期回報(bào)Thebiggestmonetaryornon-monetarybenefitwhenthecustomerbuysfromyou 客戶在購(gòu)置你產(chǎn)品后能得到實(shí)質(zhì)性與非實(shí)質(zhì)好處If….,whatwillbe….? 假如……，會(huì)給你怎樣幫助？Ifyoucanguaranteequality,canyousellatbetterprices? 假如你能夠給客戶承諾在質(zhì)量，你能夠買更高價(jià)格嗎？Ifwehelpyouwithafter-salesservice,canyoukeepyourcustomershappy? 假如我們幫你搞定售后服務(wù)，是不是能幫你滿足客戶要求？Ifwehelpyoutomotivateyourstafftosellbetter,canyoumakemoremoney? 假如我們幫你激勵(lì)你員工作個(gè)更加好銷售，你是不是能夠賺更多錢？渠道銷售攻心術(shù)如何深入解剖第67頁(yè)68UncoveringtheNeedsand“Pains”ofCustomers 挖掘客戶需求與“痛處”Current-FutureStates當(dāng)前與預(yù)期情況HighlightingandIntensifying“Pain”Areas 突顯與加重客戶“痛楚”ExpectedPaybacks/ROI對(duì)方意向回報(bào)Then然后……Presentyoursolution陳說(shuō)你方案渠道銷售攻心術(shù)如何深入解剖第68頁(yè)69AssociatedRisksandObstacles 相關(guān)風(fēng)險(xiǎn)與障礙Willyourcustomerbeconcernedwith: 你客戶是否會(huì)有以下顧慮：Buyingfromyouforthefirsttime?是否第一次向你購(gòu)置？Buyingnewhigh-valueitemsforthefirsttime?是否第一時(shí)間購(gòu)置高新技術(shù)項(xiàng)目？Possibleproduct/servicefailures,defectsordelays?產(chǎn)品或服務(wù)是否有缺點(diǎn)、會(huì)失敗或送貨延遲？Poorfeedbackandresponsefromseniormanagement?高層管理負(fù)面反饋、反應(yīng)Poorfeedbackandresponsefromendusers?使用者負(fù)面反饋、反應(yīng)渠道銷售攻心術(shù)如何深入解剖第69頁(yè)70AssociatedRisksandObstacles 相關(guān)風(fēng)險(xiǎn)與障礙Doyouhaveanyconcernswithregardstoourworkingarrangements? 不知道針對(duì)這么合作方式，您有什么提議？Arethereanyconcernsfromyourseniormanagementwithregardstoworkingwithusforthefirsttime? 不知道你們企業(yè)高層針對(duì)第一次與我們合作，會(huì)有什么顧慮？渠道銷售攻心術(shù)如何深入解剖第70頁(yè)71ProvideAssurance 安撫他們憂慮Understandhowyourcustomerwantsyourassurance 了解你客戶要你怎樣安撫他顧慮Whatdoyouthinkshouldbeournextstep? 你以為我們下一步該怎么做？渠道銷售攻心術(shù)如何深入解剖第71頁(yè)72ElementsofEffectiveChannelSalesLeadership 渠道銷售領(lǐng)導(dǎo)力主要原因DutiesandResponsibilitiesofaChannelSalesManager 銷售經(jīng)理職責(zé)KeyChallengesFacedwhenWorkingwithChannelPartners 與渠道搭檔合作常見(jiàn)挑戰(zhàn)UnderstandingtheTypesofChannelPartners 了解渠道搭檔不一樣分類CommunicatingwithYourChannelPartners 怎樣與渠道搭檔有效溝通PlanningforSuccess為成功作策劃渠道銷售攻心術(shù)如何深入解剖第72頁(yè)73WhatisStrategy?什么是戰(zhàn)略？渠道銷售攻心術(shù)如何深入解剖第73頁(yè)74WhatisStrategy? 什么是戰(zhàn)略？MeanstoreachbusinessobjectiveswithlimitedresourcesWaystobeatthecompetition戰(zhàn)勝競(jìng)爭(zhēng)對(duì)手路徑Canyoudowhatyourcompetitorsleastexpectyoutodo? 你能否出奇制勝？Whoareyourcompetition? 誰(shuí)是你競(jìng)爭(zhēng)對(duì)手？WhoareyourChannelPartners'competition? 誰(shuí)是你渠道搭檔競(jìng)爭(zhēng)對(duì)手？渠道銷售攻心術(shù)如何深入解剖第74頁(yè)75BuildtheTallestStrawTower 建造最高吸管高塔Eachteamwillbegiven20strawsandscotchtape 每一小組將會(huì)給20根吸管以及透明膠帶Eachteamwillneedtobuildthetallesttowerwithin20minutes 每一小組必須在20分鐘內(nèi)建造最高吸管塔Eachtowerwillhavetowithstandawindtest 每一座高塔都得經(jīng)歷一次颶風(fēng)試驗(yàn)Failureinthewindtestwillmeanyourprojectfailed,andyouloseRMB1million,plus