非常好的解决方案销售培训资料.ppt

非常好的解决方案销售培训资料.ppt

《非常好的解决方案销售培训资料.ppt》由会员分享，可在线阅读，更多相关《非常好的解决方案销售培训资料.ppt（76页珍藏版）》请在冰豆网上搜索。

SolutionSelling1APowerfulToolforSalespeopleWhoisSellingaCombinationofProducts,ServicesandConcepts1Anewapproachtogenerateprospectsandnewbusiness.Abehaviorally-correcttechniquefordevelopingbuyerneeds,specifictoyourproduct,serviceandconcept.Anintegratedbuyer-qualificationmodelwhichtargetsaccesstopower,committeedecisions,andthenegotiationofthesalescycle.Aprototypefordevelopingsalestools,specifictoyourproductsandmarkets,whichenablessalespeopletosucceedimmediatelywhiletheygaintheexpertisetheywillneedlongterm.Asetoftoolswhichenablesmanagementtomanagepipeline,assignprospectingactivity,controlthecostofsales,andpredictfuturebusinessmoreaccurately.SalesTrainingComponents2DiagnosticsandPowerBasedSellingBotharesalesmodelswhichintegratewithandexpandSalesTraining.Diagnosticssellinghelpsintheareaofneedsprocessinganddecisionmanagement.PowerBaseSellinghelpsestablishapoliticalinfluencestrategyandacompetitivesalesstrategy.3THETRADITIONALPROCESSTHEDIAGNOSTICPROCESSUNSTABLERELATIONSHIPSTABLERELATIONSHIPClosePresentationProblemSolvingQualifying45%35%15%5%5%10%35%50%AgreementPresentationDesignSolutionsProblemSolvingDiagnosisTraditionalvs.Diagnostic4SalesProcessOverviewTargetpotentialopportunitiesPre-callplanningandresearchCreatecuriosityandhopeRapport,credibility,credentialsDevelopbuyeranduserneedsdeterminepain,criticalissuesdiagnosereasonswithbiastowardofferingsdetermineimpactsacrosstheorganization-who,how,financialcreate,participatein,reengineerbuyervisionsclarifyexpectationsandownershipAgreeonevaluationcriteria5DeterminecapabilitiesneededtomeetbuyervisionPresentofferingsBuyeracceptanceofofferingsMutuallyagreeonROINegotiateawin/winprofitableagreementImplementasagreed,measuresuccesscriteriaContinuetodeveloprelationshipUsesuccesstoleverageotheropportunitiesSalesProcessOverview（cont）6HighDifficultySellingConceptual/intangibleDifficulttolearnandexplainPerceivedasexpensivePerceivedascomplexRequiresmajorchangebybuyerSoldtocommitteesSmallorganizationsellingtolarge7SuperiorSellerSituationKnowledgeCapabilityKnowledgePeopleSkillsSellingSkillsSituationalFluency-Alignwithyourbuyer-Alignwithyourbuyer8BasicPrinciplesNoPAIN,noChangeDiagnosebeforeyouprescribeThreelevelsofBuyerPAINPeoplebuyfrompeoplePowerbuysfrompower“Product”=BuyerVISUALIZATIONYoucantselltosomeonewhocantbuy9LatentPainVs.PainLATENTPAINPAINCURRENTACTIVEEVALUATIONS10ThreeLevelsofBuyerPainLevelOne:

LATENTPAINLevelTwo:

PAINLevelThree:

VISUALIZATION11DefinitionofNeedsLevelOne:

LatentPainPotentialneedsforaproductorserviceinthemindoftheseller.Latentneedsareusuallyeitherignoranceorrationalizations.Apotentialbuyerisunawarethatapotentialsolutionexistsorhaspreviouslyattemptedtofindasolutionandwasunsuccessful.Itis/was“tooexpensive”or“toocomplicated”or“toorisky”,etc.LevelTwo:

PainComplaintstatementsbythebuyeraboutproblems,difficultiesordissatisfactionwiththeexistingsituation,iepain.Complaintstatementsindicatethatthebuyerknowshe/shehasaproblem,butdoesnotknowhowtosolvetheproblem.LevelThree:

VisionofaSolutionCapabilitystatementsbythebuyerindicatingthatthebuyeracceptsresponsibilityforsolvingtheproblemandspecifyingtheprecisecapabilitiesneededtodealwiththeproblem.Thesellermustparticipatepersonallyinthedevelopmentoftheneedinorderforittobeaqualifiedneed.12DefinitionofNeeds（cont）VisionofaSolutionNOTE:

Whenabuyerhasavisionofasolution,hedoesnotexpectthesellertosolvetheproblem,butcannow“see”himselfsolvingtheprobleminhismind.Heisenabled.13ExamplesofNeedsLevelOne:

LatentNeedsPeoplestandinginlinefortransactionsontheirlunchhouratthebank.Inventorybuild-upduetoobsoleteparts.Peoplemanuallyre-keyingdatafromunlikefinancialsystems.Anentrepreneurwithnodisabilityinsurance.LevelTwo:

Pain“Wearelosingcustomersbecausepeoplehatestandinginlonglines”.“Ourinventoryismuchtoohigh.”“There-keyingerrorsarekillingus”.“ImworriedaboutwhatwillhappentomybusinessifIgetsick.”LevelThree:

VisionofaSolution“Weneedtobeabletohandletheaveragebankingtransactioninunder60seconds”.“Ineedtobeabletosortmyinventorybydateoflastuse.”“Weneedtheabilitytoconsolidatedatafromunlikesystemswithoutre-keying.”“IneedtheabilitytogenerateXdollarsofincomeevenifIamdisabled”.14TypesofApprovalSponsorBeneficiariesAdversariesLegal/Technical/AdministrativeFinancialPowerSponsorPOWER15ComponentsofaSalePAIN+POWER+VISION+MOMENTUM+PROCESS=SALE16HowPeopleBuyLatentPainPainVisualizationMatchVisionCostJustifyOvercomeFearofRiskPriceJustifyTakeAction17AlignmentofBuying&SellingPhasesPhaseIPhaseIIPhaseIIINeedDefinitionEval