销售技巧讲座

如何销售MSSQLServer左洪高级产品经理微软（中国）有限公司[e-mail]straining,you’rewrong!It’sasalesworkshop!目标•集思广益，分享您的经验•了解数据库市场•了解SQL7的优势•了解数据库销售的方法SellingsoftwareisEasy/Complex?Why?•Multipleuserrequirement•Productcomplex/reliability•Lackofconfidence•Functionality•Highprice•Competitor•Technology•Piracy•UnreguratedmarketTheconsequences•Thebuyer-sellerrelationshipmodelsarechanging–areyou?•Thewayyouselltoindividualsisnotnecessarilythewayyouselltoagroup•Whatworksearlyinthesalesmaynotworkattheend•Thewayyouselltoexecutivesisdifferentfromthewayyouselltoprojectteams•Personality,persuasion,andaggressivenessalonewon’tlast•Competitivesellingisdifferent•Repetitivesellingisadifferentmodel•AccountmanagementisdifferentfromopportunitymanagementThefivegenerationsofsellingClientasorganizationClientasindividualCompetitor’sProductCompetitor’sStrategyTellersSellersFarmersHuntersleadersThetellerTheSellerFacetofacesellingConsultativesellingListenfirst,talksecondProbleminsearchofsolutions–notsolutionsinsearchofproblemssalespersonClientasindividualBeforethepresentation•Buildrapportandpreference•Detectpains-technicalandstrategic•Stimulatedormantdemand•Focuspresentation•Raiseissues•Affectprocess•Position•Measureandsetupcompetition•Learntermsandculture•DeterminepoliticsandnavigationThehunter•Newnamebusiness•Competitive,politicalevaluations•ControltacticsSalespersonClientorganizationcompetitorsThefarmer•Deliverresults•Makehigher&widercontacts•Documentvalue•Controlevents&politics•DetectandinfluencethenextbuyingcycleSalespersonClientasindividualSolutionTheleader•AsalesmanistheCEOofvirtualcompany•What:createthevision•How:createthestrategytoachievethatvision•Who:whowilldoingallthesethings?•Themagicword:WHY?beforeyoustartsell:•Whytheyneedtobuy?–What’stheproblem?•Whytheyneedtobuyfromyou?–What’sthebenefitfromyou?•Whytheyneedtobuyfromyounow?–What’sthesourceofurgency?1.Findthepain•Salesobjective–product&amount•Sizeoftheopportunity–dollars&units•Solutionfit?Technicalfit?Servicefit?•Culturalfit?Pricefit?•Availability•Requirementsdefined?How&bywhom?•Showstoppers?•Consensus?Customerexperiencelevel2.Prospectqualification•Budgeted?Whosebudget?•Financialstability•Businessproblemmagnitude•Sourceofurgency•Impendingevent•Politicalsponsorship•Threatstotheproject•Approvalprocess3.Buildcompetitivepreference•Isthedealwired?•Whataretheirstrengths,weaknesses?•Howdoesthatmatchtherequirements•Howdotheyalignculturally•Availability,references•Whatarethehabitsofthelocalrep•Whoaretheirsupporters•Whatisourcounterstrategy4.Definetheprocessandparts•Isthereadefinedprocess•Howdoyouthinkitwillhappen•Whichpartwilleachpersonplay•Whatcouldchangetheprocess•Whoarepotentialinfluencers•Whatistheirapprovalprocess•Whoelsecouldbecomeinvolved•Corporateorboardapproval5.Communicatethestrategicplanhowdoweintendtowin•Opportunitystrategy•literacyStrategic•PersonalstrategyStrategicfailure•Poorinformation•Nostrategy•Unclearobjective•Poorcommunicationtotheteam•Noflexibility,noplanB•Poorexecution•One-levelstrategies•Indecision,dualstrategies,waffling•Timing•Failuretopursuethebattlewon•resourcesCompetitivesellingattitudes•Badnewsearlyisgoodnews•Luckfavorsthetrainedmind•Greatsalespeopleleavenothingtochance•Luckiswherepreparationmeetsopportunity.Makeyourownluck•Secondplacepayszero•LuckfavorsthepersoninmotionHopeisnotastrategy6.Selltopower•Whatpartwilleachpersonplayinthedecision-makingprocess•Whoelsecouldbecomeinvolved•Whoelseshouldwebecallingontoearnthisbusiness•Howhighareweineachdepartment?Whatisthequalityofthoserelationships?•Aretherepowerfulpeopleexpressingpreferenceforus•Whoishelpingourcompetitors?TheRDBMSMarketplayer•Oracle•Microsoft•IBM•Informix•SybaseWhycustomerbuyRDBMS?•Hugedatavolume•Remoteaccess•Informationexplosion•Compare•Theydidn’thaveadatabase•Vendor’smarketing•Solveproblem•Theydidn’tunderstandWhytheybuySQLServer?•Lowerdevelopingcost•UfsoftusingSQL•Branding•Marketawareness•IntegratewithNT•Lowernetworkinvestment•Hugemarketshare•Multi-useraccess•Simple&cheap•Services•BrightplatformfutureWhytheybuySQLServernow?•Theywantuseufsoftnow•Jobemergency•Moreapps•Wesuggestthem•Solvebusinessproblemnow•Availibility套装软件市场：•最省心的数据库–功能强大，平台完整一致•MSDE+桌面版+标准版+企业版•全兼容，全面可移植–安装，管理简单容易–极大的降低您的技术支持费用–提高您的产品的客户满意度•市场接受程度高•微软全心全意的支持您•优异的性能+合理的价格TPC游戏:SQLvsOracle什么是TPC-C?•一个OLTP系统性能测试标准•模拟一个生产制造系统的5种交易：–输入订单(TPC-CThroughput)–查询订单状况–收款–发货–存货状况•TPC-CThroughput表示当系统同时执行其他四种操作时每分钟输入的新订单数。所有操作的系统响应时间小于5秒Oracle拥有最高的TPC值•是的！115,395tpmC•SunStarfireEnterprise10000•SunSolaris7/Oracle8iV8.1.5.1•BEATuxedo6.3•64个UltraSPARCII400MHzCPU•64GB内存，1GB缓存•系统售价：12,189,298USD人民币一亿一百一十七万一千一百七十三元四角•性能/价格比：US$105.63pertpmCSQLServer又如何？•37,757tpmC•UNISYSAquantaES2085R•8PentiumIIIXeon550MHz•SQL7EE+NTEE+NonstopTuxedo6.3•系统售价：875,180USD人民币七百二十六万三千九百九十四元•性能/价格比：US$23.18pertpmC我还是想买Oracle…•因为我觉得我的应用是关键的业务应用•我怕SQLServer不行•我想要115,395tpmCSQLServer行不行？看看37,757.23tpmC什么含义？•一个制造业公司有–3104个仓库,31040个销售区–78,240,000个客户,100,000种零部件,310,400,000个零部件库存931,203,891笔订单(1.5TB数据量)–30,480个并发用户–一天之内处理24,368,818个新订单,23,428,210笔收款和6,578,820笔其他交易。–所有工作在