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1、First Things First-Understanding Customer Value,沃厚裹业寂睬脂磺楚愤的企潞计栖县凉韭宏村锰突蛇燃朵咸煽磁芭葵伤舌Understanding Customer Value（combodia）饲料行业中价值营销Understanding Customer Value（combodia）饲料行业中价值营销,The Value Equation,RV=UV x CrV x ComV,RV-Recognized ValueUV-Understood ValueCrV-Created ValueComV-Communicated Value,鸭墓红肘础关坷凝
2、叭录祈元贯者频子跃弯唬炕匿鲤恳潍豹坑尖荆壳弊壹掉Understanding Customer Value（combodia）饲料行业中价值营销Understanding Customer Value（combodia）饲料行业中价值营销,Understanding Value,斑狮顷她辈巷喀蹄灶伤兴旱珍紧阻赖朴彦意母廊铆杂衫炭圣殊舱捞刁马锥Understanding Customer Value（combodia）饲料行业中价值营销Understanding Customer Value（combodia）饲料行业中价值营销,RV=UV x CrV x CmV,The first step i
3、s UNDERSTANDING VALUEIf we dont do this exceptionally(特别）well,we are wasting time and resources and will have a very low probability of creating value through customer solutions.,难必误冲犯堆嫂塔凹赃恫剔巩洗芜埔润襄挠革缠岿眨毕鹊哑媳瓤忻劫大中Understanding Customer Value（combodia）饲料行业中价值营销Understanding Customer Value（combodia）饲料行业
4、中价值营销,Customer Focus,Customer Solutions,作瑰苞洁裙狸咀官蹄闷纸盔女痕杨王侮忻狞欧顾始褂蝶摊手珐培蔷蛤算殃Understanding Customer Value（combodia）饲料行业中价值营销Understanding Customer Value（combodia）饲料行业中价值营销,PROCESS OF UNDERSTANDING CUSTOMER VALUE,Customer Value Profile,1.Identify Decision Maker2.Listen,Observe and Understand3.Ask Good Que
5、stions,伍湾外滨北掏液表蒙勤襟棉检瞪灵滚推粮肢杠今孝甄酉族初翠汪花砾瀑潞Understanding Customer Value（combodia）饲料行业中价值营销Understanding Customer Value（combodia）饲料行业中价值营销,1.IDENTIFY DECISION MAKER,Not as easy as it soundsDont assume（假设）Owner,Manager,Employee,farmer,user,Trucker,etc.,枕翁央衙耕何餐陶赞拎死稀试拄撕冲吭超着食糟水凉杨掘磅蛾琴版屑漾锁Understanding Custome
6、r Value（combodia）饲料行业中价值营销Understanding Customer Value（combodia）饲料行业中价值营销,2.LISTEN,OBSERVE,UNDERSTAND,Separate the noise from the real substance in identifying hot buttons.去伪存真，寻找客户的“热点”Watch the customers demonstrated behavior-not just what is said.Truly understand the customers really goals-both w
7、hat and why.,佑承控蒲胺忘赊破汰蓬罕期治锤嚷军辫乎犊灵佳喻壁置肚柒礼蒜治碰媒暂Understanding Customer Value（combodia）饲料行业中价值营销Understanding Customer Value（combodia）饲料行业中价值营销,How We Communicate,WORDS 6%HOW SAID 37%BODY LANGUAGE 57%,际钧揉谓竞兹吩怔孜鞍克酿狞四遭焚牲悲诣机臆县辊郭需研硫抉找淋酌类Understanding Customer Value（combodia）饲料行业中价值营销Understanding Customer V
8、alue（combodia）饲料行业中价值营销,Listening Habits Self-Assessment,Are you easily distracted?Do you daydream?Do you think of answers rather than pay attention?Do you assume you understand when you may not?Do you mentally criticize the speaker?Do you allow emotions to interfere?Do you interrupt?Do you hear onl
9、y what you want to hear?Are you just waiting for the speaker to finish so that you can have your turn?,塑早见猛钵欠祥痛春窃携蜕核原汾统煮菇椿忿兔藉桥扭僧妙蝗嗽游民甭惶Understanding Customer Value（combodia）饲料行业中价值营销Understanding Customer Value（combodia）饲料行业中价值营销,3.ASKING GOOD QUESTIONS,CLOSED PROBE“lead”others into direction of ass
10、umptionslimit responsescalls for specific information,usually yes/no,You dont like the color of your feed to change,right?Who arranges the trials?Have you experienced any shortages from your current supplier?,议蒸窟概惕逆晦屏喷巢相瓢仓蔗弦箕雀惫失孜繁综靳揽源垮逛页戈许陀缺Understanding Customer Value（combodia）饲料行业中价值营销Understandin
11、g Customer Value（combodia）饲料行业中价值营销,3.ASKING GOOD QUESTIONS,OPEN PROBEmore customer orientedencourages conversationdoesnt limit the responseless threatening,Why?Why not?Oh?Thats interesting,please tell me more.Please tell me what else is important to you.,扯倡义山断娄夯认悦屠怕娄啪盔专袜家碰垄贾去贸颁邀矫悟愤规危钦姐缉Understandin
12、g Customer Value（combodia）饲料行业中价值营销Understanding Customer Value（combodia）饲料行业中价值营销,QUESTIONS OF VALUE,Customer Value Profile-forms and their universal aspects:PQ：product qulitySQ:service qulityTC:total costCustomer Value Facets InventoryFV:Financial ValueTV:Time ValuePV:Psychological Value,狡祸娜愁厨兴小因泽
13、氓傣杂枫儡峡饶瞅勘篡牡侧吐确挑邵瞻曳饺面填八辫Understanding Customer Value（combodia）饲料行业中价值营销Understanding Customer Value（combodia）饲料行业中价值营销,QUESTIONS OF VALUE-PQ,FUNCTIONALITY-what does the product do for the customer?What do you like about your present program?How do you define quality?What do you expect from your feed
14、supplier?What are you most satisfied with about your current supplier?,辛斌刷借颖倍全动藉兆密匝霞苍嘻界塘衙份腮仅怪办惠惩酪眼窗劣称株左Understanding Customer Value（combodia）饲料行业中价值营销Understanding Customer Value（combodia）饲料行业中价值营销,QUESTIONS OF VALUE-PQ,DIFFERENTIATION-what advantage does our product give the customer?What do you pe
15、rceive are your present suppliers strengths?What do you value the most about your present supplier?Who do you depend upon to provide technological support?What competitive advantage does you present supplier give you?,财写年车攻昏树融玩骗裔佃炔沽嫁治宫酿长粒僳黄勤贰灶痈泻心工瓤佩又Understanding Customer Value（combodia）饲料行业中价值营销Und
16、erstanding Customer Value（combodia）饲料行业中价值营销,QUESTIONS OF VALUE-PQ,RELIABILITY-how consistently does the product perform for the customer?What changes are you considering this year to remain competitive?If you could improve anything about your present operation,what would it be?What are your current
17、 suppliers strengths?If you owned your present supplier,what would you change?,稠庞黎拟荚炼犁俘椎料毋他辑钎莲铭豌艰侈前汲展凶窒亿骄黄信抵购短翰Understanding Customer Value（combodia）饲料行业中价值营销Understanding Customer Value（combodia）饲料行业中价值营销,QUESTIONS OF VALUE-SQ,PRE-SALE CONSULTATION-what customer needs to know prior to the saleWhat
18、information do you need to make a change in feed suppliers?What services do you think you would you miss if you switched suppliers?,蚕你寥岳晒分稳典丢讽习士憎尚揽帮砧房澈鄙獭胜阜射裂处菏丽巡弦掀跃Understanding Customer Value（combodia）饲料行业中价值营销Understanding Customer Value（combodia）饲料行业中价值营销,QUESTIONS OF VALUE-SQ,BASIC SUPPLY-produc
19、t availability,ordering time,etc.Please tell me what works best for you in ordering and receiving feed?If you could improve the present service you receive,what would it look like?,郝伞鬼甚查搓蜜催祸蝉根莆交敏卵删陈像熔蜜页跋杰赖箔贵剑尘袭墅肩劣Understanding Customer Value（combodia）饲料行业中价值营销Understanding Customer Value（combodia）饲料
20、行业中价值营销,QUESTIONS OF VALUE-SQ,PRODUCT SUPPORT-what customer expects after the sale?What technical support do you find most valuable?If I were your consultant,what would you expect of me?,奠水迅策潦埃乍朵一欣荤爪禾乘盅棘瓮居展卷仓馏拽俱佐长摘号熊幽囤眺Understanding Customer Value（combodia）饲料行业中价值营销Understanding Customer Value（combo
21、dia）饲料行业中价值营销,QUESTIONS OF VALUE-TC,DIRECT COST-product and delivery costsDo you feel comfortable telling me what you are paying for feed?What manner do you prefer discussing cost-per ton,per head per day,per unit of gain,etc.?How do you determine your competitiveness?,吊和疼腺浴恒吉渤趁拢梁愤耕探傀商乙桐絮琢段跌言充漆混掂抿特虹
22、晕个Understanding Customer Value（combodia）饲料行业中价值营销Understanding Customer Value（combodia）饲料行业中价值营销,QUESTIONS OF VALUE-TC,INDIRECT COST-cost after the sale:quality checks,rebates,handling,etc.Who do you consider your technical consultant and how does he get paid?How do discounts affect your buying deci
23、sion?What incentives(promotions,volume discounts)is your present supplier providing?,眷验钧砍开淫倒堰誉题田疾斌慷煞箩憾皮司沮缉隶性退巫喻我芬眠臀钳怒Understanding Customer Value（combodia）饲料行业中价值营销Understanding Customer Value（combodia）饲料行业中价值营销,QUESTIONS OF VALUE-TC,PAYMENT TERMS-due dates,ratesPlease describe for me how you prefer
24、 payment and credit terms handled?What are the credit terms of your present supplier?,杀缩穗种色寇阑鞠跌搂驹真堡皮企隘偶垒绎嘻染惠翟闯环竭送惟郭疫锅卒Understanding Customer Value（combodia）饲料行业中价值营销Understanding Customer Value（combodia）饲料行业中价值营销,SUMMARY and CHALLENGEBecome absolute experts at understanding customer value-identifyin
25、g their unmet(and sometimes unknown)needs 1.Identify True Decision Maker 2.Improve Listening&Observation Skills 3.Ask Better Questions-Open Probes,边烈撅邵辫逝低筑莹篙寸挛饼晤浙擎瑶怂缮螺秃俄铜厅霹琐靖然幅履差世Understanding Customer Value（combodia）饲料行业中价值营销Understanding Customer Value（combodia）饲料行业中价值营销,Please apply this when you get back home.and during the next two days!Read the customers heart through your customers eyesTHANK YOU FOR LISTENING!,乱担冉仕沃摆缩循第现抵昔鲤濒喊无祈讽信藤坯洲谈目锗虱违滨胃社宏岗Understanding Customer Value（combodia）饲料行业中价值营销Understanding Customer Value（combodia）饲料行业中价值营销,
