理解顾客的需求和期望

UnderstandingCustomerNeeds&WantsUnderstandingCustomerNeeds&WantsPageToreinforcethecustomer-focusedmindsetandpracticetheskillsofuncoveringthecustomer'sneeds&wants.SessionPurposeUnderstandingCustomerNeeds&WantsPageLearningObjectivesTakeacustomer-focusedapproachtosellingKeepabreastofdevelopmentsintheaccountand/ormarketplacethatmayimpactthebusinessIdentifytheclientswithinacustomerorganizationWriteadiscussionpapertoconfirmopportunityAttheendofthissessionyouwillbeableto:UnderstandingCustomerNeeds&WantsPageOurRoleWhereDoesTheCustomerWantToBe?WhereIsTheCustomerToday?UnderstandCustomerNeeds&WantsHelpCustomerDefineSolutionUnderstandingCustomerNeeds&WantsPageFirstStepsTohelpthecustomerachievethedesiredresults,wemustfirstunderstandhisneedsandwants.UnderstandingCustomerNeeds&WantsPageUnderstandCustomerNeedsandWants:TheProcessIdentifyClientPlan&PreparefortheCallUnderstandClientNeeds&WantsConfirmOpportunitywithClientDevelopaDiscussionPaperIdentifyAccount&MarketplaceConditionsUnderstandingCustomerNeeds&WantsPageExercise:HowCanYouHelp?Imagineyourselfinthescenethatisdescribedtoyou.Youcanaskclosedquestionsandfindoutmoreaboutthesituation,todecidehowyoucanhelphim.Instructions:UnderstandingCustomerNeeds&WantsPageWalkinYourCustomer'sShoesGointotheengagementwithanopenmindHavethebestinterestsofthecustomeratheartDonotassumethatyouknowwhatisbestforthecustomerPracticegoodquestioningandlisteningskillsListenforcontentaswellasfeelingsandevaluatewhatyouhearfromthecustomer'spointofviewConstantlycheckwiththecustomerforunderstandingUnderstandingCustomerNeeds&WantsPageTheWordAssociationGameInstructions:1.Wearedividingtheclassinto2groups:ApplesandOranges2.Apples:Imagineyouarethecustomer3.Oranges:YouaretheMMclient/salesspecialistjustgoneonquota4.Iamgoingsayalistofwords.Asyouheartheword,justshoutthefirstwordsthatcometomindUnderstandingCustomerNeeds&WantsPageBridgingTheDifferenceYourcustomerhasdifferentsetsofexperiencesandperceptionsTheyhavespecificneeds&wantsdependingontheiroperatingenvironmentandtheirpersonalitiesTheyareinthebestpositiontocommunicatethesetoyouInvolvethemasmuchaspossibleinthesalesprocesstodeepenyourunderstandingandtogaintheirbuy-intotheeventualsolutionUnderstandingCustomerNeeds&WantsPageBenefitsoftheCustomer-FocusedApproachYourcustomerwillappreciateyoursincerityandprofessionalintegritywhichsetsagoodbasisforalongtermrelationshipDeepunderstandingofyourclientsandtheirorganization,equipsyouwiththeknowledgetoputtogetheradifferentiatedsolutionthatistrulyresponsivetothecustomer'sneeds&wantsYouwillgainindustryknowledgeandbusinessacumenthroughtheseexperiencesandenhancesyourcompetenciesandcareergrowthUnderstandingCustomerNeeds&WantsPageCustomerParticipationIntheSalesProcessTheSalesProcessCLIENT/SALESSPECIALISTParticipationCUSTOMERNeedsIdentificationNeedsFulfillmentUnderstandingCustomerNeeds&WantsPageWhatItTakesCustomerNeeds&WantsPersonalLeadershipCompetenceMMandITSpecificCompetenceAccount&IndustryCompetenceLeadershipValuesInterpersonalCommunicationProblem-SolvingMMOfferingsMMProcessesITArchitecturesITIndustryTrendsIndustryTrends&CurrentIssuesMajorPlayersIndustryApplicationsUnderstandingCustomerNeeds&WantsPageRelativeImportanceOfCompetenciesDuringtheSalesProcessTheSalesProcessRelativeImportancePersonalLeadershipCompetenceIndustryCompetenceMM&ITSpecificCompetenceNeedsIdentificationNeedsFulfillmentUnderstandingCustomerNeeds&WantsPageIdentifyYourClientsAkeystepinunderstandingyourcustomer'sneeds&wantsisknowingwhoyourclientsare.Aclient:Mustbeaperson,notapositionorentityIstheperson(s)whoprovidesdirectinputonsolutionneedsYoumayhavemultipleclientswithinanorganization.Themostimportantistoidentifyyourprimaryclientwho:OwnstheproblemsandneedshelphastheauthoritytomakedecisionsWeworkwithclientswithinthecustomerorganizationUnderstandingCustomerNeeds&WantsPageClientswithDifferingInterestsDifferentclientsatdifferentlevelsoftheorganizationhavedifferentprioritiesandinterests.Thinkoftwointereststheclientsateachlevelmayhave:CEOSeniorManagementISOperationsEndUsersUnderstandingCustomerNeeds&WantsPageMakingtheCallAppointmentIdentifywhoyouaregoingtocallonintheorganizationtounderstandtheirneedsandwantsBepleasantandpurposefulinsettingtheappointment,stateclearly,thepurposeofthecallUnderstandingCustomerNeeds&WantsPagePlanYourCallKeepsyourcallsfocusedMakeseffectiveuseoftime:yoursandtheclient'sCommunicatesprofessionalismPlanFactorsThecallobjectiveWhoyouarecallingonClient'sroleinthebuyingprocessWhatinformationdoyouneedtofindoutYourclient'spotentialexpectationsandconcernsWhatdoyouneedtobringwithyoutomakeyourclientscomfortableWhyDoItUnderstandingCustomerNeeds&WantsPageWhatDoYouNeedToFindOut?CurrentbusinessenvironmentMajorinitiativesintheorganizationKeychallengesClient'shopesandfearsCurrentsystemsusedandperformanceSomeSuggestedAreasKeyplayersandprocessinITinvestmentdecisionsCompanybackgroundUnderstandingCustomerNeeds&WantsPageAlternativeSourcesofAccount&MarketplaceInformationTapknowledgeofcolleaguesReviewexistingaccountplansandupdateasrequiredReadwidelyandregularlyConductre