非常好的解决方案销售培训资料（PPT 76页）(1)

来自来自•Anewapproachtogenerateprospectsandnewbusiness.•Abehaviorally-correcttechniquefordevelopingbuyerneeds,specifictoyourproduct,serviceandconcept.•Anintegratedbuyer-qualificationmodelwhichtargetsaccesstopower,committeedecisions,andthenegotiationofthesalescycle.•Aprototypefordevelopingsalestools,specifictoyourproductsandmarkets,whichenablessalespeopletosucceedimmediatelywhiletheygaintheexpertisetheywillneedlongterm.•Asetoftoolswhichenablesmanagementtomanagepipeline,assignprospectingactivity,controlthecostofsales,andpredictfuturebusinessmoreaccurately.SalesTrainingComponents来自•BotharesalesmodelswhichintegratewithandexpandSalesTraining.•Diagnosticssellinghelpsintheareaofneedsprocessinganddecisionmanagement.•PowerBaseSellinghelpsestablishapoliticalinfluencestrategyandacompetitivesalesstrategy.来自来自•Targetpotentialopportunities•Pre-callplanningandresearch•Createcuriosityandhope•Rapport,credibility,credentials•Developbuyeranduserneeds–determinepain,criticalissues–diagnosereasonswithbiastowardofferings–determineimpactsacrosstheorganization-who,how,financial–create,participatein,reengineerbuyervisions–clarifyexpectationsandownership•Agreeonevaluationcriteria来自•Determinecapabilitiesneededtomeetbuyervision•Presentofferings•Buyeracceptanceofofferings•MutuallyagreeonROI•Negotiateawin/winprofitableagreement•Implementasagreed,measuresuccesscriteria•Continuetodeveloprelationship•UsesuccesstoleverageotheropportunitiesSalesProcessOverview(con’t)来自•Conceptual/intangible•Difficulttolearnandexplain•Perceivedasexpensive•Perceivedascomplex•Requiresmajorchangebybuyer•Soldtocommittees•Smallorganizationsellingtolarge来自•NoPAIN,noChange•Diagnosebeforeyouprescribe•ThreelevelsofBuyerPAIN•Peoplebuyfrompeople•Powerbuysfrompower•“Product”=BuyerVISUALIZATION•Youcan’tselltosomeonewhocan’tbuy来自:PAINLevelThree:VISUALIZATION来自•LevelOne:LatentPain–Potentialneedsforaproductorserviceinthemindoftheseller.Latentneedsareusuallyeitherignoranceorrationalizations.Apotentialbuyerisunawarethatapotentialsolutionexistsorhaspreviouslyattemptedtofindasolutionandwasunsuccessful.Itis/was“tooexpensive”or“toocomplicated”or“toorisky”,etc.•LevelTwo:Pain–Complaintstatementsbythebuyeraboutproblems,difficultiesordissatisfactionwiththeexistingsituation,iepain.Complaintstatementsindicatethatthebuyerknowshe/shehasaproblem,butdoesnotknowhowtosolvetheproblem.•LevelThree:VisionofaSolution–Capabilitystatementsbythebuyerindicatingthatthebuyeracceptsresponsibilityforsolvingtheproblemandspecifyingtheprecisecapabilitiesneededtodealwiththeproblem.Thesellermustparticipatepersonallyinthedevelopmentoftheneedinorderforittobeaqualifiedneed.来自(con’t)•VisionofaSolution–NOTE:Whenabuyerhasavisionofasolution,hedoesnotexpectthesellertosolvetheproblem,butcannow“see”himselfsolvingtheprobleminhismind.Heisenabled.来自•LevelOne:LatentNeeds–Peoplestandinginlinefortransactionsontheirlunchhouratthebank.–Inventorybuild-upduetoobsoleteparts.–Peoplemanuallyre-keyingdatafromunlikefinancialsystems.–Anentrepreneurwithnodisabilityinsurance.•LevelTwo:Pain–“Wearelosingcustomersbecausepeoplehatestandinginlonglines”.–“Ourinventoryismuchtoohigh.”–“There-keyingerrorsarekillingus”.–“I’mworriedaboutwhatwillhappentomybusinessifIgetsick.”•LevelThree:VisionofaSolution–“Weneedtobeabletohandletheaveragebankingtransactioninunder60seconds”.–“Ineedtobeabletosortmyinventorybydateoflastuse.”–“Weneedtheabilitytoconsolidatedatafromunlikesystemswithoutre-keying.”–“IneedtheabilitytogenerateXdollarsofincomeevenifIamdisabled”.来自•Sponsor•Beneficiaries•Adversaries•Legal/Technical/Administrative•Financial•PowerSponsor•POWER来自=SALE来自•LatentPain•Pain•Visualization•MatchVision•CostJustify•OvercomeFearofRisk•PriceJustify•TakeAction来自•Howmuchdoesitcost?•DoIneedtochange?•WhatdoIneed?•Isthereasolution?•Whic