非常好的解决方案销售培训资料(英文版)课件.ppt

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1、1,Solution Selling1,A Powerful Tool for SalespeopleWho is Selling a Combination ofProducts,Services and Concepts,2,A new approach to generate prospects and new business.A behaviorally-correct technique for developing buyer needs,specific to your product,service and concept.An integrated buyer-qualif

2、ication model which targets access to power,committee decisions,and the negotiation of the sales cycle.A prototype for developing sales tools,specific to your products and markets,which enables sales people to succeed immediately while they gain the expertise they will need long term.A set of tools

3、which enables management to manage pipeline,assign prospecting activity,control the cost of sales,and predict future business more accurately.,Sales Training Components,3,Diagnostics and Power Based Selling,Both are sales models which integrate with and expand Sales Training.Diagnostics selling help

4、s in the area of needs processing and decision management.Power Base Selling helps establish a political influence strategy and a competitive sales strategy.,4,THE TRADITIONAL PROCESS,THE DIAGNOSTIC PROCESS,UNSTABLE RELATIONSHIP,STABLE RELATIONSHIP,Close,Presentation,Problem Solving,Qualifying,45%,3

5、5%,15%,5%,5%,10%,35%,50%,Agreement,Presentation,Design SolutionsProblem Solving,Diagnosis,Traditional vs.Diagnostic,5,Sales Process Overview,Target potential opportunitiesPre-call planning and researchCreate curiosity and hopeRapport,credibility,credentialsDevelop buyer and user needsdetermine pain,

6、critical issuesdiagnose reasons with bias toward offeringsdetermine impacts across the organization-who,how,financialcreate,participate in,reengineer buyer visionsclarify expectations and ownershipAgree on evaluation criteria,6,Determine capabilities needed to meet buyer visionPresent offeringsBuyer

7、 acceptance of offeringsMutually agree on ROINegotiate a win/win profitable agreementImplement as agreed,measure success criteriaContinue to develop relationshipUse success to leverage other opportunities,Sales Process Overview(cont),7,High Difficulty Selling,Conceptual/intangibleDifficult to learn

8、and explainPerceived as expensivePerceived as complexRequires major change by buyerSold to committeesSmall organization selling to large,8,Superior Seller,Situational Fluency-Align with your buyer,9,Basic Principles,No PAIN,no ChangeDiagnose before you prescribeThree levels of Buyer PAINPeople buy f

9、rom peoplePower buys from power“Product”=Buyer VISUALIZATIONYou cant sell to someone who cant buy,10,Latent Pain Vs.Pain,LATENT,PAIN,PAIN,CURRENTACTIVE EVALUATIONS,11,Three Levels of Buyer Pain,Level One:LATENT PAIN,Level Two:PAIN,Level Three:VISUALIZATION,12,Definition of Needs,Level One:Latent Pai

10、nPotential needs for a product or service in the mind of the seller.Latent needs are usually either ignorance or rationalizations.A potential buyer is unaware that a potential solution exists or has previously attempted to find a solution and was unsuccessful.It is/was“too expensive”or“too complicat

11、ed”or“too risky”,etc.Level Two:PainComplaint statements by the buyer about problems,difficulties or dissatisfaction with the existing situation,ie pain.Complaint statements indicate that the buyer knows he/she has a problem,but does not know how to solve the problem.Level Three:Vision of a SolutionC

12、apability statements by the buyer indicating that the buyer accepts responsibility for solving the problem and specifying the precise capabilities needed to deal with the problem.The seller must participate personally in the development of the need in order for it to be a qualified need.,13,Definiti

13、on of Needs(cont),Vision of a SolutionNOTE:When a buyer has a vision of a solution,he does not expect the seller to solve the problem,but can now“see”himself solving the problem in his mind.He is enabled.,14,Examples of Needs,Level One:Latent NeedsPeople standing in line for transactions on their lu

14、nch hour at the bank.Inventory build-up due to obsolete parts.People manually re-keying data from unlike financial systems.An entrepreneur with no disability insurance.Level Two:Pain“We are losing customers because people hate standing in long lines”.“Our inventory is much too high.”“The re-keying e

15、rrors are killing us”.“Im worried about what will happen to my business if I get sick.”Level Three:Vision of a Solution“We need to be able to handle the average banking transaction in under 60 seconds”.“I need to be able to sort my inventory by date of last use.”“We need the ability to consolidate d

16、ata from unlike systems without re-keying.”“I need the ability to generate X dollars of income even if I am disabled”.,15,Types of Approval,Sponsor BeneficiariesAdversariesLegal/Technical/AdministrativeFinancialPower SponsorPOWER,16,Components of a Sale,PAIN+POWER+VISION+MOMENTUM+PROCESS=SALE,17,How

17、 People Buy,Latent PainPainVisualizationMatch VisionCost JustifyOvercome Fear of RiskPrice JustifyTake Action,18,Alignment of Buying&Selling Phases,Phase I Phase II Phase III,Need Definition Evaluate Alternatives Take Action,How much does it cost?Do I need to change?What do I need?,Is there a soluti

18、on?Which one meets my needs?Can I afford it?,Should I do it?Consequences?Is it the right price?,Define their needs with our product bias.Qualify buying process.,Demonstrate how product meets defined needs.,Why us?Why now?,BUYER:,SELLER:,Need Development Proof Close the Sale,19,Buying Phases,Time,Pha

19、se IPhase IIPhase III,Level of Concern,20,Risk Objections,Smile(to yourself)EmpathizeAnswer(if appropriate)Recall painRecall reasonsRecall visionRecall proofNudge,21,Pain Sheet,Pain:Situation:Our Product:,Potential Reasons,Impact,Capabilities,Is it because.(reasons for the pain that align withyour p

20、roduct orservice capabilities),Is this causing.(impact on other areas,depts.,people,who is impacted/concerned),What if there were away for you to.(product capabilitieslinked with reasons),22,Pain Sheet,Pain:Failure to meet shipment scheduleJob Title:VP Mfg.,Gen Mfr.(SIC 35)Our Product:Symix Mfg.Soft

21、ware,Potential Reasons,Impact,Capabilities,Is it because.Sales is quoting unrealistic delivery dates Excessive material shortage You are planning production you dont have the capacity to meet Frequent schedule changes from mktg.Service parts forecasts are not recognized when planning,Is this causing

22、.missed revenue targets lower profits inability to accurately predict revenue Is the VP Finance concerned?losing customer orders losing customer credibility losing market share Is the VP Sales impacted?,What if there were away for you to.give sales access to mfg.schedules while they enter orders not

23、ify planners/buyers in advance of potential shortages estimate bottleneck resource loads before finalizing schedule show marketing the effect of a proposed schedule change include marketings service part forecast in production planning,23,Pain Sheet,Pain:Inventory Investment is too HighJob Title:VP

24、Finance,Gen Mfr.(SIC 35)Our Product:Symix Mfg.Software,Potential Reasons,Impact,Capabilities,Is it because.Excessive obsolete inventoryInaccurate stores and WIP inventoryManufacturing is building things it no longer needsPurchasing buys long lead time materials based on their own forecasts,Is this c

25、ausing.excessive WIP inventorypressure to reduce production costspressure to cust back productionpressure to reduce purchasesshortages which impact shipments Is the VP Mfg.impacted?missed customer delivery datespressure to sell what you haveinability to meet sales goals Is the VP Sales affected?,Wha

26、t if there were a way for you to.Easily identify,locate and quantify obsolete inventoryEasily audit and verify inventory levelsReevaluate production plans dailyFind all Pos supplying unneededmaterial,24,Job Title:CEOPain:Eroding ProfitsReasons:Missed Shipments,Weaving the Pain Chain,Job Title:VP Man

27、ufacturingPain:Missed ShipmentsReasons:Shortages,Job Title:Materials Mgr.Pain:ShortagesReasons:Inaccurate inventory Order changes Uncontrolled ECNs,25,Organizational“Pain Chain”Example,CEOPain:Stock price is downR1:Profits are downR2:Customer erosion,CFOPain:Profits are downR1:Revenue downR2:Cost of

28、 Mfg.up,VP MARKETINGPain:Customer erosionR1:Cant fill ordersR2:Cant sell substitute products to customers,VP MANUFACTURINGPain:Cost of Mfg.upR1:Orders for products they dont haveR2:Not selling products they do have,VP SALESPain:Not meeting revenue goalsR1:Salespeople taking orders they cant fulfillR

29、2:Cant offer substitutes to customers,DIRECTOR OF MISPain:Unhappy line VPsR1:Cant deliver needed applications on time,MGR.APPLIC.DEVELOP.Pain:Cant deliver needed applications on timeR1:Legacy applications still on mainframeR2:Applications are not flexible to change with business,Specific capabilitie

30、s of sellersproducts and services will enable this person to deal withthese issues,thus effecting a“beneficiary chain”up to thetop of the organization.,26,Case Study“Pain Chain”,Title:Pain:R1:R2:,For your fictious prospect organization,create a“pain chain”between a minimumof four job titles.One of t

31、hem should be a decision maker and a minimum of oneof them a direct user of your productsor services.Align a minimum of two specific capabilitiesof your offering with the reasons of the directuser(s).,Title:Pain:R1:R2:,Title:Pain:R1:R2:,Title:Pain:R1:R2:,Title:Pain:R1:R2:,Title:Pain:R1:R2:,Title:Pai

32、n:R1:R2:,27,Reference Story Format,SITUATIONThe situation must include the persons job title and industryCRITICAL ISSUEThe critical issue is the pain of the person above.(Anxiety words and phrases are very powerful here.)REASONSThe business reasons for the critical issue are biased to your product.V

33、ISIONIn the words of your customer the capabilities he/she/they needed to solve their problem-“He/She/They told us they needed.”_ PROVIDEDIf the“solution”is described properly above,all we have to do here is say that we(our product/company)gave them those capabilities.RESULTSpecific measurement is b

34、est!,28,Reference Story,SITUATIONMaterials Manager,power supply panyCRITICAL ISSUEDifficulty controlling shortagesREASONSFrequent engineering changes and two different bills of material(one for engineering and one for manufacturing)VISIONHe told us he needed to be the control point for implementing

35、engineering changes.This would allow him to simulate the impact in advance of the change.He also needed both engrg.and mfg.to operate from the same bill of material._ PROVIDEDWe provided him with those capabilitiesRESULTOver three years he has had no more than 18 parts short at one time out of 3500

36、parts.,29,Whats It Worth to Reduce Inventory?,Cash-Inventory requires and ties up cashCash needlessly tied up in inventory reduces cashreserves or requires additional debt.Profit-Carrying costs reduce profitsCarrying costs increase operating costs,which reduce profits.Carrying costs include:Storage

37、facility costsStaffing and handling costsInsuranceTaxesPilferageDamageObsolescence.and more.,Inventory carrying costs are usuallyat least 25%,30,Whats It Worth to Reduce Receivables?,Cash!It generates cash.Receivables are simply no-interest loans to yourcustomersCash you could use to fund your busin

38、essDays in excess of terms raise your costs and increase your risk of cash loss.You have to borrow less(usually)Interest expense is reduced and most liquidity ratios are strengthened.,Receivables can be controlled by setting a“Days of Receivables”goal and monitoring performance to achieve it.,31,Val

39、ue Measurement Elements,What will be measured?Who is responsible?How much is possible?What capabilities will be needed?When will this investment pay for itself?,32,Power Sponsor,aka the“Vice President of Change”Typically an innovator or early adapterEnough clout to get it if they want it,regardless

40、of job titleWilling to introduce you to anyone you need to talk toWilling and able to negotiate an evaluation plan,33,Why Change?,ERODING:profits,market share,service,quality,growth rate,etc.INCREASING:costs,competition,errors,returns,employee turn-over,etc.GOVERNMENT:EPA,FTC,FCC,OSHA,IATA,FDA,etc.C

41、OMPANY IMAGE,34,Interdependence,Bowling TeamOrchestra Business,35,Organizational Interdependence,20th Century Organization,$,$,President,VPMarketing,VPSales,VPMfg.,VPFinance,DistributionManager,PlantManager,DirectorMIS,MaterialsManager,Appl.Dev.Manager,36,Transition to Vision Processing,Potential Bu

42、yer Responses,.enough about me/us,tell me about you and your situation.,Four Potential Buyer Responses:1.2.3.4.,Seller Action:1.2.3.4.,Transition to Vision Processing,Getting Buyer to Admit Pain,Enough about me.,Pain?,TalkingFreely?,Situation Questions,Pain?,Menu of Pain,Branch to Door,Pain?,No,Yes,

43、No,No,Yes,Yes,Yes,No,R1,I1,C1,R2,I2,C2,R3,I3,C3,38,Transition to Vision ProcessingTransition Question Examples,Situation Questions:Describe your current architecture?How does everyone get the news when a change occurs in the middle of the design cycle?How do you gather user feedback?How are you deal

44、ing with distributed development?,39,Transition to Vision ProcessingTransition Question Examples,Multiple Choice“Menu”Approach:The top three difficulties we are hearing from CIOs these days include:inability to deliver client/server applications on time,applications that fail to meet user expectatio

45、ns,difficulty meeting the ROI requirements of the organization.are you facing any of these issues today?,40,Transition to Vision ProcessingTransition Question Examples,$/Emotion Questions:How do you get the news?How does this impact you personally?Who else is aware of this situation?Are they looking

46、 to you to fix it?,41,Navigating the Three Levels of Need,Level Three:Vision of a Solution,Level Two:Pain,Level One:Latent,9 Block Vision Processing Model,Reference Story,42,Three Levels of Need,Creating a Specific Need for a Specific Feature,LEVEL THREEFeature becomes a benefit!Vision of a Solution

47、,LEVEL TWOCapability QuestionPain,LEVEL ONEAnxiety QuestionLatent,Vision Processing Prompter-Vision Creation,PAIN,R1(1),I1(4),C1(7),R2(2),I2(5),C2(8),R3(3),I3(6),C3(9),DiagnoseReasons,ExploreImpact,VisualizeCapabilties,Open,Control,Confirm,VISION OF A SOLUTION,How does this affectyou as.;how do youg

48、et the news?Who is looking to you to fix this problem?,“Tell me about it,what iscausing you to have this.(repeat pain)?”,“Besides yourself,who in yourorganization is impacted by this(repeat pain)and how are thy impacted?”,“What is it going to take forYOU to be able to solve this(repeat pain)?”“Could

49、 I try a few ideas on you?,“Is it because.?”,“Is this(pain)causing.?”If so,wouldnt(title)be concerned.?”,“What if there were a way for you to.,wouldthat help?What if you were also ableto.?”,“So,the reasons for your(repeat pain)are.?”,“From what I just heard,ifyou had the ability to.(repeat vision ca

50、pabilities)Could you solve your(repeat pain)?What would it worth.?”,“From what I just heard,(repeat the who and how)it soundslike this is not just your problem,but a _ problem!”,Vision Processing Model,PAIN,DiagnoseReasons,ExploreImpact,VisualizeCapabilties,Open,Control,Confirm,VISION OF A SOLUTION,