1、銷售培訓課件之目標解釋銷售英文版Program ObjectivesDeveloping and testing a comprehensive plan for your sales opportunityEnabling you to communicate more effectively with your teamShifting your sales focus from tactical to strategicHelp you win by.Focusing on the right issues with the right peopleat the right timePr

2、ogram MapOpportunity AssessmentStrategyPoliticsAlignmentPlanningTestingImplementationProgram ModulesAssess the OpportunitySet the Competitive StrategyIdentify the Key PlayersDefine the Relationship StrategyTurn IdeasInto ActionsTest and Improvethe PlanImplement the ProcessTarget Account Selling Proc

3、ess1234567Sales Return on InvestmentLevel 1Level 2Level 3ProductivityTimeEntryTacticalStrategicCompetitive Time and $VersatilityLevel 1Level 2Level 3FocusOrientationRepertoireFinanceRelationshipsEventProduct/ServiceTechnologyPriceOperationsProcessBusinessServicesCostManagementOutcomePoliticalSolutio

4、nValueExecutiveDevelopmentStatusModePoliticsResourcesPerformanceConsideredReactiveAwarePremature orExcessiveInconsistentLevel 1Level 2Level 3PreferredResponsiveAgileTimely & JudiciousConsistentlyAchievesDominantProactiveAstuteHigh ROIReliably ExceedsNot in ControlSalesPersonalControl is providin

5、g business value for the customer whileforcing the competition to operate in react mode.It is difficult to control external events unless you arein control.Unreturned phone calls No access to information Criteria slantedCriteria constantly changesDelays Budget goes awayQuestioning by customers probi

6、ng your weaknesses Players changeMeetings cancelledMeetings delegatedPreoccupied with priceNo inside support Not knowing youre winningAlways 5 minutes lateToo many hoursToo much telephone timeContinual crisis Not having funPurpose Provide you with a structured, repeatable methodology for analyzing a

7、 sales opportunityBenefitsQualify opportunities faster and more effectively by analyzing them from the most critical customer, business and competitive perspectivesInvest time, energy and resources on the opportunities you are most likely to winCommunicate the key issues more effectively using a com

8、mon languageOutputComprehensive assessment of your current sales opportunityOpportunity AssessmentAssess the OpportunitySet the Competitive StrategyIdentify the Key PlayersDefine the Relationship StrategyTurn IdeasInto ActionsTest and Improvethe PlanImplement the Process1234567Page 2.8Introduction+A

9、BCPage 2.9Current: good win ratePotential Z = 1 Z = 0 A C Compromised X & Y Lost Z = -1XYZFour Key Questions - The 4 Principles of Selling Is there an opportunity? Can we compete? Can we win? Is it worth winning?Page 2.10Is There An Opportunity?Page 2.11#1Customers Application or ProjectWhat are

10、 the customers requirements? What are the customers key issues and objectives for the project?Who initiated the project? Wholl be working on the project?How does this project fit into the customers business strategy?#2Customers Business Profile#3CustomersFinancial Condition#4Access to Funds What are

11、 the customers products and services? What are their key markets?Who are their key customers and competitors?What is driving the customers business internally and externally?What are their revenue and profit trends?How do their financials compare to similar companies?What is their financial outlook?

12、What are the customers key performance metrics?What is the budget for this project?What is the customers budgeting process?What is the priority of this project compared to others?What are the customers alternative uses of capital?#5 Compelling EventWhy does the customer have to act?What is the deadl

13、ine for the customer to make a decision?What are the consequences if this project is delayed?What is the payback for the customer if the project is completed on time?What will be the measurable impact on the customers business?BusinessInitiativesBusiness DriversBusiness ProfilePage 2.12CompellingEve

14、ntConsequencesPaybackProblemsOpportunitiesCan We Compete?#6Formal DecisionCriteria#7Solution Fit#8Sales ResourceRequirements#9Current RelationshipWhat are the customers decision criteria?What is the formal decision process? Which decision criteria are most important? Why?Who formulated the decision

15、criteria?Page 2.13How well does our solution solve the customers problem? What does the customer think?What modifications or enhancements will be required?What external resources do we need to meet the customers requirements?How much time will the sales team need to invest on this opportunity?What a

16、dditional internal or external resources will you need to winthis opportunity? What is the projected cost of sales?What is the opportunity cost?What is the status of your relationship with the customer?What is the status of each competitors relationship with the customer?Whose relationship provides

17、competitive advantage for this opportunity?How do you and each of your competitors compare to the customers view of the ideal relationship?#10 Unique Business ValueWhat is the specific or measurable business result that wewill deliver?How does the customer define value? How will they measure it?How

18、have we quantified this value in the customers terms?Has the customer confirmed their understanding of the value we will deliver?How does this value differentiate us from our competitors?BusinessProfileBusinessDriversBusinessInitiativesCapabilities SolutionDifferen-tiationPage 2.14CompellingEventsUn

19、iqueBusinessValueAnswer the questions . . . Whats the issue? How is it affecting the customer? What are the consequences or payback? How can you help?Developing Your Value PropositionPage 1.9IncreaseCosts/ConsequencesValue = Benefits - Costs/Risks/ConsequencesPage 3.9 RevenueMarket shareCustomer sat

20、isfactionInventory turns Load factorShareholder valueCustomer baseOrder fulfillment timeExpensesRejects/returnsWasteAdministrative costs Number of days supply (of inventory)Time to close an orderCycle timeDecreaseEvaluation processPurchase priceOrder processingExpediting costsCorrecting mistakesAcqu

21、isition CostsSet-up and installationTaxes and insuranceAdministrative costsFinance chargesPossession CostsTrainingSupportMaintenanceDepreciationDisposalInterface to other systemsUsage CostsAffect existing businessesAwaken their competitionModifications to existing processesOpportunity Costs (Risks &

22、amp; Consequences)Value Proposition TemplatesYou will be able to _ resulting in _ by implementing our _. We delivered similar results at _ which resulted in _.By changing from _ to _, you will affect _ which means _. We will track the value delivered by _ and report it back to you _.We can help you

23、address _ by installing _ which will result in _. We will ensure your return on investment by _.business initiativespecific or measurable outcomesolutionsimilar situation or customerpast value deliveredcurrent situationour solutionbusiness driverspecific or measurable outcomevalue tracking systemfre

24、quency/timecompelling eventsolutionspecific or measurable outcomeshared risk/reward strategyPage 1.10Sample Value Propositions You will be able to reduce the number of repeat customer service calls by 15% resulting in an estimated monthly savings of $3.4M by implementing our Siebel Call Center Appli

25、cation. We delivered similar results at United Telecom, which achieved a 25% improvement in first contact call resolution. By changing from a patchwork of home grown solutions to Siebels eBusiness suite, you will reduce your total cost of ownership by $100M, which represents a 40% increase in Earnin

26、gs Per Share. We will establish a metrics score card to assist you in evaluating program performance and report it back to you at six month intervals.(business initiative)(measurable outcome)(solution)(similar customer)(measurable results)(current situation)(solution)(measurable outcome)(measurable

27、outcome)(value tracking system)(frequency / time)Page 3.13aCan We Win?#11InsideSupport#12Executive Credibility#13CulturalCompatibility#14Informal DecisionCriteria#15PoliticalAlignmentWho in the customers organization wants us to win? What have they done to indicate their support?Are they willing and

28、 able to act on your behalf?Do they have credibility within their own organization?Page 2.8Which executive(s) will affect or be affected by this decision?How have you established trust and credibility with them?How will you gain access to those executives?What is your plan to gain return access to t

29、hem?What is the customers culture? How does this compare with our company? What is the customers philosophy towards vendors and suppliers?Can we adjust or adapt? Do we want to?How will the decision really be made?What intangible, subjective factors could affect this decision?What are the unstated is

30、sues?Whose private opinions do we know? Which ones count?Who are the most powerful people involved in this decision?Do they want us to win? Why?Are they able to influence or change the decision criteria?Can they create a sense of urgency? How have they demonstrated this in the past?Is It Worth Winni

31、ng?#16Short-TermRevenue#17Future Revenue#18Profitability#19Degree of Risk#20Strategic ValueWhat is the order amount?Does it exceed our threshold? $ _When will it close?Is it within our time frame? _ daysWhat is the potential for future business within the next year? Within the next three years? Does

32、 it exceed our thresholds? How is this project or application linked to future revenue?How will you ensure customer promises become commitments?What is the projected profit on this sales opportunity?Does it exceed our profit threshold? What impact will discounts have on profitability?How can we impr

33、ove the profitability on this opportunity? How could we cause our solution to fail?What are the critical dependencies in delivering value to the customer? How could the customer cause our solution to fail? What is the impact on our business if the solution fails? What is the value of this opportunit

34、y to us beyond the revenue?How does this opportunity fit in our business plan?How can we leverage this opportunity into revenue from other companies or markets? How will this opportunity help us improve our product or service?Page 2.9Opportunity AssessmentCriteriaAssessmentCUSTOMERS APPLICATIONOR PR

35、OJECT 1UNDEFINEDDEFINEDCUSTOMERS BUSINESS PROFILE2WEAKSTRONGCUSTOMERS FINANCIAL CONDITION3WEAKSTRONGCOMPELLING EVENT 5UNDEFINEDDEFINEDACCESS TO FUNDS4NOYES+Is There An Opportunity?HIGH+CriteriaAssessmentSHORT-TERM REVENUE16LOWFUTURE REVENUE17LOWHIGHPROFITABILITY18LOWHIGHSTRATEGIC VALUE 20NOYESDEGREE

36、 OF RISK19HIGHLOW+Is It Worth Winning?Page 2.10CriteriaAssessmentINSIDE SUPPORT 11WEAKEXECUTIVE CREDIBILITY12WEAKSTRONGCULTURAL COMPATIBILITY13POORGOODPOLITICAL ALIGNMENT 15WEAKSTRONGINFORMAL DECISIONCRITERIA14UNDEFINEDDEFINED+Can We Win?STRONG+CriteriaAssessmentFORMAL DECISIONCRITERIA 6UNDEFINEDDEF

37、INEDSOLUTION FIT7POORGOODLOWUNIQUE BUSINESS VALUE10WEAKSTRONGCURRENT RELATIONSHIP9WEAKSTRONG+Can We Compete?SALES RESOURCEREQUIREMENTS8HIGHIndividual Exercise: Current OpportunityStep 1 Use your current sales opportunity and complete the Opportunity Assessment on page 2.11 Identify your primary comp

38、etitorStep 2 Rate your position against each criterion:(+) if it is accurate, known and favorable() if it is unfavorable(?) if it is unknownStep 3 In the shaded column, rate your competitorsposition7/12/XXDATECOMPETITORSOUR CO.-+-?+X-Sys+-?FINISH BY:Page 2.10a2000 Siebel S y stems, Inc. A ll rights

39、reserved. TAS .STD.O TE.070 .01.120 597.060 100.pptPage 1.33Opportunity AssessmentCriteriaAssessmentCUSTOMERS APPLICATIONOR PROJECT 1UNDEFINEDDEFINEDCUSTOMERS BUSINESS PROFILE2WEAKSTRONGCUSTOMERS FINANCIAL CONDITION3WEAKSTRONGCOMPELLING EVENT 5UNDEFINEDDEFINEDACCESS TO FUNDS4NOYES+Is There An Opport

40、unity?HIGH+CriteriaAssessmentSHORT-TERM REVENUE16LOWFUTURE REVENUE17LOWHIGHPROFITABILITY18LOWHIGHSTRATEGIC VALUE 20NOYESDEGREE OF RISK19HIGHLOW+Is It Worth Winning?Page 2.10CriteriaAssessmentINSIDE SUPPORT 11WEAKEXECUTIVE CREDIBILITY12WEAKSTRONGCULTURAL COMPATIBILITY13POORGOODPOLITICAL ALIGNMENT 15W

41、EAKSTRONGINFORMAL DECISIONCRITERIA14UNDEFINEDDEFINED+Can We Win?STRONG+CriteriaAssessmentFORMAL DECISIONCRITERIA 6UNDEFINEDDEFINEDSOLUTION FIT7POORGOODLOWUNIQUE BUSINESS VALUE10WEAKSTRONGCURRENT RELATIONSHIP9WEAKSTRONG+Can We Compete?SALES RESOURCEREQUIREMENTS8HIGHOpportunity AssessmentCriteriaAsses

42、smentCUSTOMERS APPLICATIONOR PROJECT 1UNDEFINEDDEFINEDCUSTOMERS BUSINESS PROFILE2WEAKSTRONGCUSTOMERS FINANCIAL CONDITION3WEAKSTRONGCOMPELLING EVENT 5UNDEFINEDDEFINEDACCESS TO FUNDS4NOYES+Is There An Opportunity?HIGH+CriteriaAssessmentSHORT-TERM REVENUE16LOWFUTURE REVENUE17LOWHIGHPROFITABILITY18LOWHI

43、GHSTRATEGIC VALUE 20NOYESDEGREE OF RISK19HIGHLOW+Is It Worth Winning?Page 2.10CriteriaAssessmentINSIDE SUPPORT 11WEAKEXECUTIVE CREDIBILITY12WEAKSTRONGCULTURAL COMPATIBILITY13POORGOODPOLITICAL ALIGNMENT 15WEAKSTRONGINFORMAL DECISIONCRITERIA14UNDEFINEDDEFINED+Can We Win?STRONG+CriteriaAssessmentFORMAL

44、 DECISIONCRITERIA 6UNDEFINEDDEFINEDSOLUTION FIT7POORGOODLOWUNIQUE BUSINESS VALUE10WEAKSTRONGCURRENT RELATIONSHIP9WEAKSTRONG+Can We Compete?SALES RESOURCEREQUIREMENTS8HIGHBusiness PartnersProviding you with access to new markets or customersLeveraging existing relationships with key players in your c

45、ustomers organizationProviding new levels of expertise in specific industry segmentsExpanding your ability to deliver a “whole product” or complete solutionReducing the risks associated with the implementation of complex solutionsBusiness Partners can help you advance your sales campaign byPage 1.20

46、The Partners Role in Your Value ChainSolutionsMarketingSales Implementa-tionPost-Sales Service and SupportSolutionsMarketingSalesImplementationPost-SalesWhat solutions are available from your business partner that could enhance your ability to compete?What competitors does this partner work with?Wha

47、t market share objectives does your partner have for this market or industry segment?What specific resources have they dedicated to this market segment?How effective is the business partners salesperson or sales team associated with your joint business?Has the partner assigned the appropriate resour

48、ces?Is there an agreed-to engagement process? How are your partners implementation services structured?What specific implementation services can be applied to your joint business?What services are available to support the implementation on a long-term basis?How do your companys offerings complement

49、those of your business partners?Page 1.21Partner Assessment WorksheetIs there an opportunity?(#1-5) Understanding the customers application or project Providing a perspective on the customers financial condition Understanding the customers budgeting process Creating or uncovering a compelling eventC

50、an wecompete?(#6-10)Can we win?(#11-15)Is it worthwinning?(#16-20) Knowledge of the customers formal decision criteria Providing solutions that lead to whole products or complete solutions Unique sales resources Existing relationships with key players Unique business value beyond yours Access and cr

51、edibility at the executive level Understanding of the customers culture Knowledge of the customers informal decision process Access to the most influential people in the customers organization Understanding the linkage of the project to future revenue Reducing the risks associated with the projects

52、implementation Developing a solution that provides significant strategic valueExamplesYour OpportunityHow can your business partner help you withPage 1.22Team Activity: Analyze Your Business PartnersStep 1 Review the examples shown next to each of the four key questions Step 2 Identify the specific

53、areas where your business partner can help advance your team opportunity Cite the specific criteria (e.g., #5, #10, etc.)Step 3 Be prepared to discussFINISH BY:Integrate business partners into the Opportunity Assessment process. Use the worksheet on the previous page.Page 1.23Purpose2000 Siebel S y

54、stems, Inc. A ll rights reserved. TAS .STD.O TE.070 .01.120 597.060 100.pptPage 1.41Partner Assessment WorksheetIs there anopportunity?(#1-5) Understanding the customers application or project Providing a perspective on the customers financial condition Understanding the customers budgeting process

55、Creating or uncovering a compelling eventCan wecompete?(#6-10)Can we win?(#11-15)Is it worthwinning?(#16-20) Knowledge of the customers formal decision criteria Providing solutions that lead to whole products or complete solutions Unique sales resources Existing relationships with key players Unique

56、 business value beyond yours Access and credibility at the executive level Understanding of the customers culture Knowledge of the customers informal decision process Access to the most influential people in the customers organization Understanding the linkage of the project to future revenue Reduci

57、ng the risks associated with the projects implementation Developing a solution that provides significant strategic valueExamplesYour OpportunityHow can your business partner help you withPage 1.22PurposeProvide you with a framework for developing a winning strategyBenefits Align your sales objective

58、s with the customers business objectives so you can communicate your unique business value Select a competitive sales strategy that enables you to close the sales opportunityOutput Analysis of your position for this opportunity Competitive strategy to win your sales opportunityStrategyAssess the Opp

59、ortunitySet the Competitive StrategyIdentify the Key PlayersDefine the Relationship StrategyTurn IdeasInto ActionsTest and Improvethe PlanImplement the Process1234567Page 3.28TAS Planning Methodology Page 2.29 Describes the general approach The route to the objectiveConnected to the strategy Individ

60、ual, style-dependent Flexible, dynamic Tied to the actionsIdentifies the specific people, programs and money required Long-range Visionary Defines our relationship Specific (products/services) Measurable (order amount) Time-bound (close date) Ensures that your plan is realistic Should support your customers bu