麦肯锡：大客户营销谋略（PPT 159页）

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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