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1、了解客户的需求KA,Glendinning Management Consultants 2001,Ref:f:Work,Unilever,KAM Foundation Train the Trainer,Understanding Customer Needs,2,销售量,价格,毛利,商业,个人,客户的需求,客户,采购的个人需求,主要的商业需求,支持性商业需求,独特的商业需求(努力取得),利润,2,Unilever KAM Foundation Train the Trainer,Glendinning Management Consultants 2001,Ref:f:Work,Unile
2、ver,KAM Foundation Train the Trainer,Understanding Customer Needs,3,采购的个人需求,目标的达成自我实现在老板面前表现良好充份的信息顺顺利利 没有大意外好质量的简报,3,Unilever KAM Foundation Train the Trainer,Glendinning Management Consultants 2001,Ref:f:Work,Unilever,KAM Foundation Train the Trainer,Understanding Customer Needs,3,采购的个人需求,采购跟你一样也是
3、一个平凡人!,4,Unilever KAM Foundation Train the Trainer,Glendinning Management Consultants 2001,Ref:f:Work,Unilever,KAM Foundation Train the Trainer,Understanding Customer Needs,5,客户需求阶层的练习,20 minutes working in groups,Feedback-5 minutes discussion,Purpose,Purpose,Methodology,Methodology,Timings,Timings,
4、建立你的客户的需求阶层,与你的客户经理共同来完成你的客户的需求阶层(包含商业及个人需求),5,Unilever KAM Foundation Train the Trainer,Glendinning Management Consultants 2001,Ref:f:Work,Unilever,KAM Foundation Train the Trainer,Understanding Customer Needs,6,客户:_,客户的需求阶层表,采购的个人需求,主要的商业需求,支持性商业需求,独特的商业需求,商业,个人,6,Unilever KAM Foundation Train the
5、 Trainer,让你可以所向披靡让你可以不用谈判就把东西卖出去,降龙六式,7,Unilever KAM Foundation Train the Trainer,Structured Commercial Selling,Understand theNeeds,Reinforce KeyCommercial Benefits,The CommercialProposition,Agreement toProceed,Securing theResult,Current conditionsCustomer needs-establish,create,confirmQuestioning/l
6、isteningOpportunities for benefitsConfirm contact interestCheck understanding of situation/needs,Simple,clear,concise?Does it meet the needs?Does it suggest action?Indicate that the benefits of Proposal can satisfy needs,Who does what,when,whereGive assurance its practicalAnticipate questions and ob
7、jectionsFeature-Benefit-NeedEnsure Understanding,Reinforce that our idea gives him/her what he/she needsCheck his/her understanding of the key benefits matching his/her principal needs,Offer a choiceGet a decisionSuggest something we can doUse silence,Objective Setting,S.M.A.R.T,导引需求,再次强调好处,提案,取得首肯,
8、巩固结果,设定目标,降龙六式,12mins30sec6mins1min30sec,8,Unilever KAM Foundation Train the Trainer,订定一个“聪明”的目标Objective Setting,SMART!,9,Unilever KAM Foundation Train the Trainer,为什么要设定目标呢?,10,Unilever KAM Foundation Train the Trainer,知道自己想要达成什么较有斗志较有时间的压力,较容易达成目标,为什么要设定目标?,11,Unilever KAM Foundation Train the Tr
9、ainer,设定目标前先了解,公司目标是什么?你的整体事业目标是什么?产品群目标是什么?你的客户的目标是什么?你的个人目标是什么?大部份客户的目标是什么?目前每个目标的达成如何?,12,Unilever KAM Foundation Train the Trainer,目的,成功标准,方法,设定目标练习,每个人订出一个最重要的目标-针对一个重要的客户且在未来十二个月内需要完成的将下列事项写在白纸上:每个人针对所负责的客户订出今天会议的目标针对这个客户 我想要达成什么?五分钟-将目标写在白纸上,13,Unilever KAM Foundation Train the Trainer,检视“聪明”
10、的目标,以明确的方式来订定预期的成果有比较的标准不会造成误解上司与下属都能清楚了解有共同的标准来帮助测量,使个人发挥潜能使企业发挥潜能,所谓达成目标有明确的数量化指标化表现有助于评量,何时后续跟进回顾行动,维持动机不能太简单与下列有所关联公司整体产品品类客户,S 明确 M 可衡量 A 有挑战性 R 实际的 T 及时的,14,Unilever KAM Foundation Train the Trainer,目标的设定,重点摘要所有的目标都必需符合“聪明”的原则若不符合“聪明”原则,就不是一个目标卓越的表现是来自“聪明”目标的领导请将目标转化为行动,SMART!,只是说说想想,15,Unilev
11、er KAM Foundation Train the Trainer,导引需求Understanding the Needs,16,Unilever KAM Foundation Train the Trainer,Structured Commercial Selling,Understand theNeeds,Reinforce KeyCommercial Benefits,The CommercialProposition,Agreement toProceed,Securing theResult,Current conditionsCustomer needs-establish,
12、create,confirmQuestioning/listeningOpportunities for benefitsConfirm contact interestCheck understanding of situation/needs,Simple,clear,concise?Does it meet the needs?Does it suggest action?Indicate that the benefits of Proposal can satisfy needs,Who does what,when,whereGive assurance its practical
13、Anticipate questions and objectionsFeature-Benefit-NeedEnsure Understanding,Reinforce that our idea gives him/her what he/she needsCheck his/her understanding of the key benefits matching his/her principal needs,Offer a choiceGet a decisionSuggest something we can doUse silence,Objective Setting,S.M
14、.A.R.T,导引需求,再次强调好处,提案,取得首肯,巩固结果,设定目标,降龙六式,12mins30sec6mins1min30sec,17,Unilever KAM Foundation Train the Trainer,需求是什么?,需求 欲望,主要的,支持的,LOYALTY,EFFICIENCY,IncreaseSales,ReduceCosts,Profit,Commercial Needs,18,Unilever KAM Foundation Train the Trainer,如何导引需求?,LOYALTY,EFFICIENCY,IncreaseSales,ReduceCosts
15、,Profit,Commercial Needs,没有一个提案能满足所有的需求,所以要针对提案来引导出某几项符合的需求,倾听,问问题,19,Unilever KAM Foundation Train the Trainer,“问问题”,要靠问问题来再次确认需求,因为一段时间其需求可能已经改变要先设计好问题,并让客户自然回答出你已预测好的需求(答案)不要咄咄逼人,要自然一点问完问题不要插嘴,要仔细听客户的回答,?,20,Unilever KAM Foundation Train the Trainer,“问题”开放式的问题封闭式的问题探索式的问题引导式的问题,?,“问问题”的种类,21,Unil
16、ever KAM Foundation Train the Trainer,开放式的问题,?,型式目的 例子开放式广泛性问题可鼓励客户说话 什么?何时.?为何.?如何.?何地.?谁.?哪个.?告诉我有关于.?,22,Unilever KAM Foundation Train the Trainer,封闭式的问题,?,型式 目的例子封闭式 得到明确答案和检查事实 你的店有自己的促销活动?有谁需要核准?,23,Unilever KAM Foundation Train the Trainer,?,探索式的问题 和 引导式的问题,型式目的例子探索式用来探索一个观点你为何这么说?你认为呢?导引式用来汇
17、整结论 所以我们说的是.?如果我了解的没错.?所以我们都同意顺序是.?,24,Unilever KAM Foundation Train the Trainer,确认听到的事实,事实及需求,较深入一些的数据,一般的信息,开放式的问题-,探索式的问题,封闭式的问题,导向结论式的问题,结论,聆听,渐进式 的“问问题”,上次 On-pack 促销如何?,你觉得那是因为.,你支持在主要品牌做 On-pack?,所以你说的是.?,聆听,25,Unilever KAM Foundation Train the Trainer,个别工作写下主要问题和你想要的理想答案用隧道式方法来设计问题,二人或三人一组20
18、分钟准备,方法,时间,目的,设计主要问题，这些问题是你想要用来支持提案的,练习,26,Unilever KAM Foundation Train the Trainer,工作表,主要问题以确认需求,理想的回应,提案,隧道式方法以获得回应,27,Unilever KAM Foundation Train the Trainer,Open Questions,?,TypePurposeExamplesOpenBroad diagnostic questions whichWhat?encourage the customer to talkWhen.?Why.?How.?Where.?Who.?W
19、hich.?Tell me about.?,28,Unilever KAM Foundation Train the Trainer,Closed Questions,TypePurposeExamplesClosedUsed to obtain a specific answerDo your outlets have localand to check factspromotional activity?Does any one else need to approve this.?,?,29,Unilever KAM Foundation Train the Trainer,TypePu
20、rposeExamplesProbingUsed to explore a point.What makes you say that?In what way do you think?LeadingUsed to summarise.So what youre saying.?If I understand correctly then.?So we have agreed an order of.?,?,Probing And Leading Questions,30,Unilever KAM Foundation Train the Trainer,Confirm Facts,Facts
21、,Specific Information,General Information,Open Questions-,How effective are link save promotions?,Probing Questions,Why do you think that is,Closed Questions,So you do support link saves on big brands?,Rhetorical Questions,So what you are saying is.?,Summarise,Listen,Listen,Questioning Skills:Funnel
22、ling,31,Unilever KAM Foundation Train the Trainer,如何导引需求?,LOYALTY,EFFICIENCY,IncreaseSales,ReduceCosts,Profit,Commercial Needs,没有一个提案能满足所有的需求,所以要针对提案来引导出某几项符合的需求,倾听,问问题,32,Unilever KAM Foundation Train the Trainer,75%你说的话直接进入耳朵,且从另一只耳朵出来,聆听技巧,有听没有到,33,Unilever KAM Foundation Train the Trainer,评估-在说话
23、者完整陈述前就决定正确与否“女人开车很恐怖”,聆听,但我的经验是女人其实比男人小心,跳到结论-聆听者把空白处填满，并得到错误结论“联合利华客户经理将于星期五拜访”,(许多人认为此人是男人!)她会来处理这件事情,但现在也该是时候有人为他们抽烟的权利而站起来了,别人想得和我一样-认为别人有相同信念!我们都知道应该禁止抽烟者做这做那.(继续严禁),34,Unilever KAM Foundation Train the Trainer,The Closed Mind-聆听者拒绝听到和他们长久信念不同的事所以聆听是选择性的Lack Of Attention-多数人想得比说得快三至四倍-有时他们不专心人
24、们多常说完整的句子?他们有几次是不正常的?Excessive Talking-爱上别人的声音!你多常说得比讲话者多，为的是要表达你的观点Lack Of Humility-认为此人讲的话没什么好听的Fear-害怕改变害怕听了别的观点，你必须也改变自己的观点,聆听,35,Unilever KAM Foundation Train the Trainer,聆听以了解，非作对表现你正在听的风度假定其它人说的话是重要的做笔记-不要忽视或轻视,聆听,36,Unilever KAM Foundation Train the Trainer,如何导引需求?,LOYALTY,EFFICIENCY,Increas
25、eSales,ReduceCosts,Profit,Commercial Needs,没有一个提案能满足所有的需求,所以要针对提案来引导出某几项符合的需求,倾听,问问题,37,Unilever KAM Foundation Train the Trainer,“导引需求”黄金原则,70:30 原则(两耳一嘴)别打断别自己回答别一次问两个问题,38,Unilever KAM Foundation Train the Trainer,Structured Commercial Selling,Understand theNeeds,Reinforce KeyCommercial Benefits,
26、The CommercialProposition,Agreement toProceed,Securing theResult,Current conditionsCustomer needs-establish,create,confirmQuestioning/listeningOpportunities for benefitsConfirm contact interestCheck understanding of situation/needs,Simple,clear,concise?Does it meet the needs?Does it suggest action?I
27、ndicate that the benefits of Proposal can satisfy needs,Who does what,when,whereGive assurance its practicalAnticipate questions and objectionsFeature-Benefit-NeedEnsure Understanding,Reinforce that our idea gives him/her what he/she needsCheck his/her understanding of the key benefits matching his/
28、her principal needs,Offer a choiceGet a decisionSuggest something we can doUse silence,Objective Setting,S.M.A.R.T,导引需求,再次强调好处,提案,取得首肯,巩固结果,设定目标,降龙六式,12mins30sec6mins1min30sec,39,Unilever KAM Foundation Train the Trainer,取得首肯Agreement to Proceed,40,Unilever KAM Foundation Train the Trainer,取得首肯,总结客户
29、自己所说出的几项需求用一句简单的问话告诉客户你接下来的提案,可以满足他所提到的部份需求(一一列举)等候客户的反应回答 YES!则继续下一阶段回答 NO!则必须重新回到了解需求的步骤,41,Unilever KAM Foundation Train the Trainer,提案Commercial Proposition,42,Unilever KAM Foundation Train the Trainer,特色 Feature,特色就是产品本身的表样,与其它物品的差别市场占有率很高第一品牌广告很多公关营销活动联合利华大公司,那又怎样?,U,43,Unilever KAM Foundation
30、 Train the Trainer,特色有哪些?,和产品相关包装成份容易打开的包装新味道和陈列相关有吸引力的设计容易补货和促销相关 划算(经济实惠)降价促销和市场相关市场领导者市场每年成长20%,那又怎样?,44,Unilever KAM Foundation Train the Trainer,有效的连结语:那会给你 所以.那将会给你.所以你得到.因此.导致.使能够.另外一方面.使你能.此外.,是“特色”还是“好处”?,45,Unilever KAM Foundation Train the Trainer,好处 Benefits,好处与特色的最大不同,就是它将产品的表象或事实,转化成对客
31、户相关的利益客户只在意提案对他的好处,而不是对消费者的,或对你的公司的对客户而言,好处 就是你满足了他的需要了解客户需求(主要,支持,独特,个人的)并将提案的重点,塑造成对他的好处(以满足需求),46,Unilever KAM Foundation Train the Trainer,这个有吸引力的新品可抓住消费者的眼光，并创造更多销售此新品满足你目前缺乏价格带，将使你提供消费者更多的服务此促销是为了增加你的销售，那代表更多的利润和现金流量增加销售吸引更多消费者节省时间,减少缺货产生更多利润降低成本,$,好处有哪些?,47,Unilever KAM Foundation Train the T
32、rainer,特色-顾客好处-顾客需求,联合利华提案,特色,客户好处,客户需求,计划或产品特色,希望的结果,好处符合需求,已界定的问题,客户,48,Unilever KAM Foundation Train the Trainer,玩过扑克牌游戏“心脏病”吗?,客户需求层级-主要-支持-独特-个人,提案的好处,心脏病!,你必须能回答这样的问题:如何将我提案的特色，转换成对客户的好处这使你更把焦点放在客户身上,49,Unilever KAM Foundation Train the Trainer,把特色转换成客户好处,确定你提案的特色已尽可能转换为客户好处用工作表写下你提案的特色用连结句把这些
33、转化成对客户的好处确定好处符合于客户的需求二人或三人一组20分钟相互检视是否所提之企划案符合需求,目标,方法,时间,50,Unilever KAM Foundation Train the Trainer,工作表,提案特色,客户好处,客户需求,提案重点,51,Unilever KAM Foundation Train the Trainer,“数字化”的提案 Commercial Proposition,52,Unilever KAM Foundation Train the Trainer,数字化的提案,什么是数字化的提案提供的“好处”要能够衡量数字要“大”才能引起兴趣,53,Unileve
34、r KAM Foundation Train the Trainer,数字化的提案,在你的提案里放一些客户在意或看得懂的数字从客户或产品品类的角度来分析:额外增加的?从其它产品或客户抢来的?我们必须知道客户如何来衡量利润尽量不要去强调“价格”,54,Unilever KAM Foundation Train the Trainer,你的提案将影响到客户的销售表现,我们的提案将影响到:-产品品项产品区隔联合利华供货商竞争对手客户自有品牌货架生产力库存水平交易条件,我们应该了解:-何谓抢到业绩?何谓抢到自己人的业绩?何谓额外增加业绩?(incremental)何谓扩大或缩小市场价值?(trade
35、up/down),55,Unilever KAM Foundation Train the Trainer,抢业绩 与 额外增加业绩,我们的提案会对客户业绩造成是正面或负面的影响?你的客户将会想知道:额外增加的业绩有多少?从其它客户或产品抢到的业绩有多少?从哪里抢来的?对产品品类的影响?销售量销售额现金毛利(cash margin)毛利率.等等,56,Unilever KAM Foundation Train the Trainer,现在,提案本身所能增加的部份,抢到公司其它产品或客户的部份,未来,额外增加,注意销售额及利润额外增加的情形,抢业绩 与 额外增加业绩,100,130,-20,50
36、,Steal,57,Unilever KAM Foundation Train the Trainer,感觉才是真实,如果客户能感觉到你的提案的价值,那你的提案就真的有价值.如果客户不能感觉到你的提案的价值,那你的提案就真的没有价值.数字化的提案 即在于影响客户对于提案真实价值的感觉.若你的提案只对联合利华有利,客户是不会感兴趣的,开始用客户的语言来与客户沟通,58,Unilever KAM Foundation Train the Trainer,数字化的提案,直接了当:你的现金毛利将会增加一万五千元到二万一千元之间大胆预测:同时评估最坏的情形或最好的情形-你的提案应是在两者之间.不要害怕让
37、你的客户知道你的作业及假设.使用图表来表达数字.,59,Unilever KAM Foundation Train the Trainer,提案的价值会落在在线的某处,最坏情况100%抢自己业绩,5%额外增加的业绩,10%额外增加的业绩,最好情况20%额外增加的业绩,联合利华提案,0,20,40,60,80,100,120,现金毛利,数字化的提案-范例,60,Unilever KAM Foundation Train the Trainer,提案,需求,好处,心脏病!,用问问题的方式引出需求,将提案数字化并化特色为好处,61,Unilever KAM Foundation Train the
38、Trainer,Structured Commercial Selling,Understand theNeeds,Reinforce KeyCommercial Benefits,The CommercialProposition,Agreement toProceed,Securing theResult,Current conditionsCustomer needs-establish,create,confirmQuestioning/listeningOpportunities for benefitsConfirm contact interestCheck understand
39、ing of situation/needs,Simple,clear,concise?Does it meet the needs?Does it suggest action?Indicate that the benefits of Proposal can satisfy needs,Who does what,when,whereGive assurance its practicalAnticipate questions and objectionsFeature-Benefit-NeedEnsure Understanding,Reinforce that our idea g
40、ives him/her what he/she needsCheck his/her understanding of the key benefits matching his/her principal needs,Offer a choiceGet a decisionSuggest something we can doUse silence,Objective Setting,S.M.A.R.T,导引需求,再次强调好处,提案,取得首肯,巩固结果,设定目标,降龙六式,12mins30sec6mins1min30sec,62,Unilever KAM Foundation Train
41、the Trainer,再次强调好处Reinforce Key Benefits,63,Unilever KAM Foundation Train the Trainer,再次强调好处,强调你提议中所涵盖四或五个好处不要提出任何新的东西-只要强调将你的好处和客户的需求吻合,所以切中他的次要及主要需求:就是你提议的重头戏简短地用一句话概括之想法是:如果我的采购只记得五件我们讨论过的事它们应是什么?,64,Unilever KAM Foundation Train the Trainer,Structured Commercial Selling,Understand theNeeds,Reinf
42、orce KeyCommercial Benefits,The CommercialProposition,Agreement toProceed,Securing theResult,Current conditionsCustomer needs-establish,create,confirmQuestioning/listeningOpportunities for benefitsConfirm contact interestCheck understanding of situation/needs,Simple,clear,concise?Does it meet the ne
43、eds?Does it suggest action?Indicate that the benefits of Proposal can satisfy needs,Who does what,when,whereGive assurance its practicalAnticipate questions and objectionsFeature-Benefit-NeedEnsure Understanding,Reinforce that our idea gives him/her what he/she needsCheck his/her understanding of th
44、e key benefits matching his/her principal needs,Offer a choiceGet a decisionSuggest something we can doUse silence,Objective Setting,S.M.A.R.T,导引需求,再次强调好处,提案,取得首肯,巩固结果,设定目标,降龙六式,12mins30sec6mins1min30sec,65,Unilever KAM Foundation Train the Trainer,巩固结果Secure the Result,66,Unilever KAM Foundation Tr
45、ain the Trainer,Structured Commercial Selling,Understand theNeeds,Reinforce KeyCommercial Benefits,The CommercialProposition,Agreement toProceed,Securing theResult,Current conditionsCustomer needs-establish,create,confirmQuestioning/listeningOpportunities for benefitsConfirm contact interestCheck un
46、derstanding of situation/needs,Simple,clear,concise?Does it meet the needs?Does it suggest action?Indicate that the benefits of Proposal can satisfy needs,Who does what,when,whereGive assurance its practicalAnticipate questions and objectionsFeature-Benefit-NeedEnsure Understanding,Reinforce that ou
47、r idea gives him/her what he/she needsCheck his/her understanding of the key benefits matching his/her principal needs,Offer a choiceGet a decisionSuggest something we can doUse silence,Objective Setting,S.M.A.R.T,导引需求,再次强调好处,提案,取得首肯,巩固结果,设定目标,降龙六式,12mins30sec6mins1min30sec,67,Unilever KAM Foundatio
48、n Train the Trainer,巩固结果,降龙六式为结果论好不容易打到第六式一定要得到结果武功高强不用怕对方说“不!”,68,Unilever KAM Foundation Train the Trainer,第六式的秘诀,正面的气氛-措辞信心十足,充满热情的-和你的提案逻辑符合掌握好时机-所有事情都导向结论-尽早结语 见好就收!(以免对方反悔)-等待“接受 buying signal”的讯息-“抗拒”可能也暗示该结语了,69,Unilever KAM Foundation Train the Trainer,巩固结果,lways 总是,e 做,losing 结束,A,B,C,见好就收
49、!,70,Unilever KAM Foundation Train the Trainer,勇敢的提出选择Ex:完成的日期,下单试卖大胆的要求一个决定 脸皮厚的列举行动步骤你的:Ex:我会在明天将所有的数据传真给你和他们的:EX:请你尽快和你们的营运及营销部门沟通小心:在结语后沉默,等待回应,不要紧扑(Buyer 有矜持),提供一个选择,推出一个决定,提供行动,第六式的招数,71,Unilever KAM Foundation Train the Trainer,假设性 简报后直接结语Ex:讨论了半天,我明天给你送个样品过来吧!选择性给采购有选择:这个月报价还是下个月?上这只还是那只?(加一
50、颗蛋还是两颗蛋延伸版)特别好处/恐惧 你今天下单就会是涨价前的价格/今天不下单,明天就缺货了强调执行将重点放在如何执行,而不是假设性情况 和客户一起做执行计划,第六式卑鄙篇,72,Unilever KAM Foundation Train the Trainer,“降龙六式”结语,73,Unilever KAM Foundation Train the Trainer,Structured Commercial Selling,Understand theNeeds,Reinforce KeyCommercial Benefits,The CommercialProposition,Agree
