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1、大客户销售必备工具：销售漏斗管理,2019,-,1,2019,2,Agenda 目录,Funnel Management漏斗管理Account Planning Process 客户规划流程Account Selling Process客户销售流程Funnel Management漏斗管理Sales Forecast销售预测In Summary 总 结,2019,3,Pre-work Assignment前期工作安排A/C Knowledge 客户知识Current A/C Revenues 当前客户业务量Current opportunities 当前的机会,A/C Segmentation
2、客户分类,A/C Assessment客户评估,Account Planning Process 客户规划流程,2019,4,Future Potential,Hi,Low,Hi,Current Revenue 当前收入,“A+”,“A”,“C”,“B”,$,$,$,$,Business Development业务发展,Business Development业务发展,Account Assessment & Segmentation Tools 客户评估及分类工具,未来潜力,2019,5,LOW 低,Current Revenue 当前收入,High 高,Average annual rev
3、enue agree on a benchmark 基于一个基准之上的 平均年业务量,Analyzing your Current Revenue 分析你的当前收入,2019,6,Analyzing your Future Potential 分析你的未来前景,2019,7,Future Potential未来前景,=,Organization Characteristics 组织特征 Market Growth Position 市场增长定位 Solution requirements 方案需求 Strategic Market Value 有战略意义的市场价值,Track record 记
4、录 Sponsorship 支持者 Cultural compatibility 文化兼容性,Opportunities 各种机会 Solution Fit 解决方案的适用性 Competitive Advantages 竞争优势,A/C Profile +客户概况,Opportunity Pipeline机会储备,+ Relationship 关 系,2019,8,A/C Profile 客户概况,2019,9,Opportunity Pipeline 机会储备,2019,10,Relationships 关系,2019,11,Account Assessment 客户评估表,2019,12
5、,Pre-work Assignment前期工作安排A/C Knowledge 客户认知Current A/C Revenues 当前客户业务量Current opportunities 当前的机会,A/C Segmentation客户分类,A/C Assessment客户评估,Account Planning Process 客户规划流程,2019,13,Future Potential,Hi,Low,Hi,Current Revenue 当前收入,“A+”,“A”,“C”,“B”,$,$,$,$,Business Development业务发展,Business Development业务
6、发展,Account Assessment & Segmentation Tools 客户评估及分类工具,未来潜力,2019,14,Offers significant future business potential. Deserving of significant sales effort有巨大商业潜力的，应该投入大量的销售力量,Valued but does not make a significant contribution and offers limited future potential有价值但是贡献不大的，且未来的价值不大,A/A+,Makes significant
7、current revenue contribution. Delivering on their potential. 目前对我们有巨大贡献的，挖掘他们的潜力,Little or no revenue contribution today and insufficient data to accurately assess potential目前和将来都没什么价值,B,C,D,Account Segmentation - Glossary 客户分类术语,2019,15,Future Potential,High,Low,A+,C,B,A,Account Name,未来潜力,Current R
8、evenues当前收入,Segmenting Your Accounts 细分你的客户,2019,16,Account Development Strategy 客户拓展策略,2019,17,Agenda 目录,Funnel Management漏斗管理Account Planning Process 客户规划流程Account Selling Process客户销售流程Funnel Management漏斗管理Sales Forecast销售预测In Summary 总结,2019,18,Buyer Cycle,Assess Problem/ Opportunity,DefineObject
9、ives,EvaluateSolutions,Initiative a Project,Negotiate/Commit,ProveConcept,MeasureResults,Implement,Qualifying,Discover,Close,Proof,Solution,Develop,Buying and Selling Cycle 采购和销售周期,Deploy,Vendor,Credible Source,Problem Solver,Trusted Adviser,Seller Cycle,2019,19,Account Selling Process 客户销售流程,Discov
10、er 发现,Qualify机会确认,Develop关系建立,Proof 达成协议,Solution提出方案,Close赢取胜利,Deploy 实施,Initial Value Proposition,Solution & Unique Customer Value,Develop Value Proposition / Business Case,Success Criteria,Vision Processing with Differentiators,Create Interest with Value利用价值使客户感兴趣,Convince with Value用价值说服客户,Confi
11、rm the Value让客户确信你的价值,Close with Value用价值赢得客户,2019,20,Agenda 目录,Funnel Management漏斗管理Account Planning Process 客户规划流程Account Selling Process客户销售流程Funnel Management漏斗管理Sales Forecast销售预测In Summary 总结,2019,21,Funnel Analysis 漏斗分析,Step 1,Step 2,Step 3,Step 4,Step 5,Step 6,Step 7,2019,22,Step 1 Discover
12、第一步 发现,- Who says they want to buy my products? 谁说了想买我的产品？,+ Who has a problem that we can solve? 谁目前有问题我们可以解决？,2019,23,Step 2 Qualify 第二步 确认,Formal project with time $ 这是一个值多少钱的项目,+ How will use our recourse to solve the problem? 如何利用我们的资源去解决客户的问题？,2019,24,Step 3 Develop 第三步 拓展,Focus on evaluation
13、/ committee / products / requirements / prices / features 注重产品价格/指标/要求/评估,+ Focus on inner circle, share the requirements 注重客户内部沟通，参与要求/标准制定,2019,25,Step 4 Solution Fit 第四步 完备的方案,Focus on to meet requirement 迎合需求,+ Focus on informal process / UCV .SWOT关注“真实的”决策进程SWOT分析,2019,26,Step 5 POV 第五步 证明价值,+
14、sell UCV 销售独有客户价值 Connect B.I to senior executive 把客户的燃眉之急与高层管理者联系起来 Exec.s presentation 与客户高层沟通,Technical presentation / DEMO / reference 技术演讲,2019,27,Step 6 Close 第六步 签约,Get the order to finish selling 把签单作为销售的结束,+ Get the order to start 签单是销售的开始,2019,28,Step 7 Deploy 第七步 实施,Dont care and change t
15、o a new job,+ Accountable,get credit and start to next sales oppo.,2019,29,Answer These Questions 回答下列问题,注意: 把规划和行动相结合 真实、准确、可证明,Discover:发现,Qualify: 确认,Close:签约,Proof:价值,Solution:方案,Develop:拓展,你如何正确确认一个支持者？,构成支持文件最有效的因素是什么？,描述出项目评估计划的时间、内容、目的。,达到预期目的的最好办法是什么？,针对你的计划，要得到口头同意必须做什么？,成功的签约是你的目标，达到这个目标的
16、关键步骤是什么？,2019,30,Manager 销售经理,Validates 与销售员一起确认机会的状况Focus 关注个人业绩和机会的提升 Performs 实施漏斗分析,Sales 销售,Provides 提供可核实的结果、证据和更新Collaborates 与经理同心协力 Executes 执行协商好的计划并返回报告Updates 更新机会漏斗,How to improve the quality of Funnel? 如何提升漏斗的质量?,2019,31,Agenda 目录,Funnel Management漏斗管理Account Planning Process 客户规划流程Acc
17、ount Selling Process客户销售流程Funnel Management漏斗管理Sales Forecast销售预测In Summary 总结,2019,32,Balance Sheet 平衡表,Where is the problem, if any? Why? 有什么问题吗？为什么？Is it an opportunity or performance problem? Why? 是机会还是业绩问题？为什么？If there is a problem, what will you do to fix it? 如果真是问题，你将怎样解决？What is the advantag
18、e to you for fixing it? 问题解决了对你有哪些好处？,2019,33,Agenda 目录,Funnel Management漏斗管理Account Planning Process 客户规划流程Account Selling Process客户销售流程Funnel Management漏斗管理Sales Forecast销售预测In Summary 总结,2019,34,Qualify,Develop,Solution,Proof,Close,Neg.,Deploy,Winning Strategy制胜策略,Proof: B.I证据: B.I.,UCV Delivery提
19、供UCV,Filter out Garbage,Based on Buying cycle and Selling cycle基于销售流程与采购流程的销售漏斗,Discover,Planning & Selling 计划及销售,Funnel Management 漏斗管理,MarginMaximize利润最大化,Verbal Approval口头承诺,Win !赢 !,Deploy,2019,Funnel Based Selling Process 以“漏斗”为基础的销售过程,17-35% Improvement if Executed如果贯彻执行，业绩提高17-35%With Discipline 训练With Consistency 协调一致With Regularity 规律/系统化With Predictability 可预测,35,后面内容直接删除就行资料可以编辑修改使用资料可以编辑修改使用资料仅供参考，实际情况实际分析,感谢您的观看和下载,The user can demonstrate on a projector or computer, or print the presentation and make it into a film to be used in a wider field,2019,38,结 束,有效的分析，是成功的关健,
