- 名称：麦肯锡：大客户营销谋略_(ppt 159页）
- 类型：客户管理
- 大小：320 KB
- 更新时间：05-03 15:52:12
- 下载次数：6009次
- 语言：简体中文
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《麦肯锡：大客户营销谋略_(ppt 159页）》下载简介
ObjectiveofWorkshop
UnderstandCharacteristicsofMajorAccountSellingStrategiesinWholeLifecyclethusto
Shortenbid-to-winratio
Shortensellingcycles
Minimizediscountsandnegotiatedconcessions
Establishclearuniquebusinessvaluewiththecustomers
Reducesellingcoststhroughmoreeffectivesalesstrategies
Increasesalesperemployee
-Developexpectedrelationshipwiththecustomers.Eg.StrategicPartnershipetc.
Agenda
Day1
HowtheCustomerMakeDecisions
SPINQuestionStrategy
AccountEntryStrategy
UnderstandYourCustomer&TheirBusiness
HowtoMakeYourCustomersNeedYou
Day2
Influencethecustomer’schoice
Differentiation&Vulnerability
OvercomingFinalFears
SalesNegotiation
HowtoEnsureContinuedSuccess
客户是如何做决策的
HowCustomerMakeDecisions
TheResearchBase
TheCustomerDecisionProcess
AccountStrategyintheRecognitionofNeedsPhase
AccountStrategyintheEvaluationofOptionsPhase
AccountStrategyintheResolutionofConcernsPhase
AccountStrategyintheImplementationPhase
Summary
OverviewofMajorAccountSalesStrategy
SalesStrategyshouldbeaboutcustomersandhowtoinfluencethem.
UnderstandingandWellPreparedaremandatorytoformaeffectivesalesstrategy
CustomerBehaviorgoesthroughthreedistinctphasesinmakingamajorpurchasingdecisions
RecognitionofNeeds
EvaluationofOptions
ResolutionofConcerns
Afourthphasefollow-upinimplementationphasesifitiswellhandledcangeneratesignificantadditionalsalesopportunities.
Eachoffourphasesrequiredadifferentsetofstrategiesandskills.
......
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