IBM销售技巧培训-课件

Presentation subtitle: 20pt Arial Regular, green R223 | G255 | B102 Recommended maximum length: 2 lines Confidentiality/date line: 13pt Arial Regular, white Maximum length: 1 line Information separated by vertical strokes, with two spaces on either side Disclaimer information may also be appear in this area. Place flush left, aligned at bottom, 8-10pt Arial Regular, white IBM logo must not be moved, added to, or altered in any way. Indications in green = Live content Indications in white = Edit in master Indications in blue = Locked elements Indications in black = Optional elements Presentation title: 28pt Arial Regular, white Recommended maximum length: 2 lines Group name: 17pt Arial Regular, white Maximum length: 1 line Copyright: 10pt Arial Regular, white 2002 IBM Corporation Template release: Oct 02 For the latest, go to /ibm/presentations Business Unit or Product Name Confidential | Date | Other Information, if necessary For client presentations, clients logo may go in this area Computer Services Industry, IBM 2006 IBM Corporation 銷售技巧培訓 TDL IBM logo must not be moved, added to, or altered in any way. Background should not be modified, except for quotes, which use gray background. Title/subtitle/confidentiality line: 10pt Arial Regular, white Maximum length: 1 line Information separated by vertical strokes, with two spaces on either side Slide heading: 28pt Arial Regular, light blue R204 | G204 | B255 Maximum length: 2 lines Slide body: 18pt Arial Regular, white Square bullet color: green R223 | G255 | B102 Recommended maximum text length: 5 principal points Group name: 14pt Arial Regular, white Maximum length: 1 line Copyright: 10pt Arial Regular, white Template release: Oct 02 For the latest, go to /ibm/presentations Computer Services Industry, IBM Selling Skill Training 2006 IBM Corporation Optional slide number: 10pt Arial Bold, white Indications in green = Live content Indications in white = Edit in master Indications in blue = Locked elements Indications in black = Optional elements 2 銷售與銷售的區別 公司與公司的區別 PASSION 熱情 UNIQUE VALUE 獨特價值 IBM logo must not be moved, added to, or altered in any way. Background should not be modified, except for quotes, which use gray background. Title/subtitle/confidentiality line: 10pt Arial Regular, white Maximum length: 1 line Information separated by vertical strokes, with two spaces on either side Slide heading: 28pt Arial Regular, light blue R204 | G204 | B255 Maximum length: 2 lines Slide body: 18pt Arial Regular, white Square bullet color: green R223 | G255 | B102 Recommended maximum text length: 5 principal points Group name: 14pt Arial Regular, white Maximum length: 1 line Copyright: 10pt Arial Regular, white Template release: Oct 02 For the latest, go to /ibm/presentations Computer Services Industry, IBM Selling Skill Training 2006 IBM Corporation Optional slide number: 10pt Arial Bold, white Indications in green = Live content Indications in white = Edit in master Indications in blue = Locked elements Indications in black = Optional elements 3 SSM銷售方法論 IBM logo must not be moved, added to, or altered in any way. Background should not be modified, except for quotes, which use gray background. Title/subtitle/confidentiality line: 10pt Arial Regular, white Maximum length: 1 line Information separated by vertical strokes, with two spaces on either side Slide heading: 28pt Arial Regular, light blue R204 | G204 | B255 Maximum length: 2 lines Slide body: 18pt Arial Regular, white Square bullet color: green R223 | G255 | B102 Recommended maximum text length: 5 principal points Group name: 14pt Arial Regular, white Maximum length: 1 line Copyright: 10pt Arial Regular, white Template release: Oct 02 For the latest, go to /ibm/presentations Computer Services Industry, IBM Selling Skill Training 2006 IBM Corporation Optional slide number: 10pt Arial Bold, white Indications in green = Live content Indications in white = Edit in master Indications in blue = Locked elements Indications in black = Optional elements 4 銷售方法論 Signature Selling Method 評估客戶 業務環境 瞭解客戶 1 研究客戶 業務策略 和市場計 畫 開發與客 戶業務策 略相關的 市場計畫 2 認識客戶 需求 建立客戶 採購的願 景 3 評估機會 通過聯繫 IBM 的核心能力 評估銷售機 會 4 選擇解決 方案 與客戶共 同研究解 決方案 5 解決顧慮 並決定 贏單 6 專案實施 和結果評 估 監控專案 實施並控 制客戶期 望 7 IBM logo must not be moved, added to, or altered in any way. Background should not be modified, except for quotes, which use gray background. Title/subtitle/confidentiality line: 10pt Arial Regular, white Maximum length: 1 line Information separated by vertical strokes, with two spaces on either side Slide heading: 28pt Arial Regular, light blue R204 | G204 | B255 Maximum length: 2 lines Slide body: 18pt Arial Regular, white Square bullet color: green R223 | G255 | B102 Recommended maximum text length: 5 principal points Group name: 14pt Arial Regular, white Maximum length: 1 line Copyright: 10pt Arial Regular, white Template release: Oct 02 For the latest, go to /ibm/presentations Computer Services Industry, IBM Selling Skill Training 2006 IBM Corporation Optional slide number: 10pt Arial Bold, white Indications in green = Live content Indications in white = Edit in master Indications in blue = Locked elements Indications in black = Optional elements 5 階段 1 建立客戶關係 IBM 團隊： 通過瞭解客戶的業務環境，流程和問題建立客戶關係通過瞭解客戶的業務環境，流程和問題建立客戶關係 當客戶 : 評估客戶的業務環境和策略 客戶關係負責人客戶關係負責人 領導如下 行動： 通過需求引導和有前瞻性的討論，引發客戶興趣並建立客戶關係； 研究客戶的行業，競爭對手，業務方向和一般流程； 瞭解客戶的財務狀況； 計畫客戶關係建立和維繫的策略； 與客戶進行針對其業務策略的創造性交流； 計畫和調動 IBM資源為客戶的業務策略提供支援； 當達到如下結果， IBM團隊 在此階段成功 : 因因 IBM團隊充分瞭解客戶的業務環境和策略，客戶認可與團隊充分瞭解客戶的業務環境和策略，客戶認可與 IBM的關係的關係 可確認的結果 : 客戶審閱並共同參與 Account Plan； 將客戶的市場計畫與 IBM的資源相匹配； IBM團隊可以下一步與客戶的關鍵人物溝通； IBM logo must not be moved, added to, or altered in any way. Background should not be modified, except for quotes, which use gray background. Title/subtitle/confidentiality line: 10pt Arial Regular, white Maximum length: 1 line Information separated by vertical strokes, with two spaces on either side Slide heading: 28pt Arial Regular, light blue R204 | G204 | B255 Maximum length: 2 lines Slide body: 18pt Arial Regular, white Square bullet color: green R223 | G255 | B102 Recommended maximum text length: 5 principal points Group name: 14pt Arial Regular, white Maximum length: 1 line Copyright: 10pt Arial Regular, white Template release: Oct 02 For the latest, go to /ibm/presentations Computer Services Industry, IBM Selling Skill Training 2006 IBM Corporation Optional slide number: 10pt Arial Bold, white Indications in green = Live content Indications in white = Edit in master Indications in blue = Locked elements Indications in black = Optional elements 6 階段 2 發現機會 IBM團隊： 通過客戶關係的互動，發現銷售機會通過客戶關係的互動，發現銷售機會 當客戶 : 精練客戶的業務策略和市場計畫 客戶關係負責人客戶關係負責人 領導如 下行動： 主動溝通瞭解客戶需求； 充分瞭解客戶採購的願望和動力所在； 建立銷售機會計畫或選擇離開 . 當達到如下結果， IBM團 隊在此階段成功 : 客戶表現出與客戶表現出與 IBM合作的濃厚興趣合作的濃厚興趣 可確認的結果 : 成功的與客戶進行了有建設性的會談； 建立了銷售機會的計畫； 客戶認可 IBM對於客戶採購願望和動力所在的理解； 發現並有機會找到客戶內部的 IBM的堅定贊助者 (Power Sponsor)； IBM logo must not be moved, added to, or altered in any way. Background should not be modified, except for quotes, which use gray background. Title/subtitle/confidentiality line: 10pt Arial Regular, white Maximum length: 1 line Information separated by vertical strokes, with two spaces on either side Slide heading: 28pt Arial Regular, light blue R204 | G204 | B255 Maximum length: 2 lines Slide body: 18pt Arial Regular, white Square bullet color: green R223 | G255 | B102 Recommended maximum text length: 5 principal points Group name: 14pt Arial Regular, white Maximum length: 1 line Copyright: 10pt Arial Regular, white Template release: Oct 02 For the latest, go to /ibm/presentations Computer Services Industry, IBM Selling Skill Training 2006 IBM Corporation Optional slide number: 10pt Arial Bold, white Indications in green = Live content Indications in white = Edit in master Indications in blue = Locked elements Indications in black = Optional elements 7 階段 3 描述能力 IBM團隊： 建立客戶需要和滿足需求的商業能力建立客戶需要和滿足需求的商業能力 當客戶 : 明確需求 客戶關係負責人客戶關係負責人 領導如下行 動： 明確和精練客戶需求； 建立客戶的市場計畫與 IBM商業價值之間的橋樑； 確認客戶內部的堅定贊助者和業務受益者； 瞭解客戶的決策流程和參與者； 如有可能，接觸客戶決策的關鍵人物； 建立客戶的期望與 IBM核心價值之間的關係，並瞭解競爭的狀況或 者選擇離開； 當達到如下結果， IBM團隊 在此階段成功 : 客戶確認支援客戶確認支援 IBM的價值與客戶需求之間的關係，並確認與關鍵的價值與客戶需求之間的關係，並確認與關鍵 決策人物之間的溝通決策人物之間的溝通 可確認的結果 : 對客戶需求理解的確認； 展現客戶期望的商業能力； IBM同意能實現客戶的期望 (有條件的滿意 )； 客戶認可 IBM的核心價值； IBM logo must not be moved, added to, or altered in any way. Background should not be modified, except for quotes, which use gray background. Title/subtitle/confidentiality line: 10pt Arial Regular, white Maximum length: 1 line Information separated by vertical strokes, with two spaces on either side Slide heading: 28pt Arial Regular, light blue R204 | G204 | B255 Maximum length: 2 lines Slide body: 18pt Arial Regular, white Square bullet color: green R223 | G255 | B102 Recommended maximum text length: 5 principal points Group name: 14pt Arial Regular, white Maximum length: 1 line Copyright: 10pt Arial Regular, white Template release: Oct 02 For the latest, go to /ibm/presentations Computer Services Industry, IBM Selling Skill Training 2006 IBM Corporation Optional slide number: 10pt Arial Bold, white Indications in green = Live content Indications in white = Edit in master Indications in blue = Locked elements Indications in black = Optional elements 8 階段 4 展現核心價值 IBM團隊： 清晰展現清晰展現 IBM的能力和價值，確認銷售機會的能力和價值，確認銷售機會 當客戶 : 評估機會 客戶關係負責人客戶關係負責人 領導如下 行動： 審核並影響客戶的評估標準； 向客戶的關鍵決策人和受益部門展現 IBM的初步解決方案和核心價值， 並討論可能的付款方案； 評估客戶決策人的顧慮和期望； 評估 IBM參與此專案的風險； 當達到如下結果， IBM團隊 在此階段成功 : 關鍵決策人和受益部門同意關鍵決策人和受益部門同意 IBM的初步解決方案的初步解決方案 可確認的結果 : 以書面的形式遞交初步解決方案； 堅持與堅定贊助者前進 或選擇離開； . 客戶認可 IBM的解決方案可以把運行風險控制到最低水準； IBM logo must not be moved, added to, or altered in any way. Background should not be modified, except for quotes, which use gray background. Title/subtitle/confidentiality line: 10pt Arial Regular, white Maximum length: 1 line Information separated by vertical strokes, with two spaces on either side Slide heading: 28pt Arial Regular, light blue R204 | G204 | B255 Maximum length: 2 lines Slide body: 18pt Arial Regular, white Square bullet color: green R223 | G255 | B102 Recommended maximum text length: 5 principal points Group name: 14pt Arial Regular, white Maximum length: 1 line Copyright: 10pt Arial Regular, white Template release: Oct 02 For the latest, go to /ibm/presentations Computer Services Industry, IBM Selling Skill Training 2006 IBM Corporation Optional slide number: 10pt Arial Bold, white Indications in green = Live content Indications in white = Edit in master Indications in blue = Locked elements Indications in black = Optional elements 9 階段 5 選擇解決方案 IBM團隊： 與客戶共同研究解決方案與客戶共同研究解決方案 當客戶 : 選擇解決方案 客戶關係負責人客戶關係負責人 領導如下 行動： 精練解決方案，並通過測試的方法展現 IBM的方案價值； 評估競爭策略，如需要及時調整競爭戰術； 評估關鍵人物的興趣，價值和風險； 針對非標準合同條款的溝通和共識； 當達到如下結果， IBM團 隊在此階段成功 : 關鍵決策人物有條件的認可關鍵決策人物有條件的認可 IBM的解決方案和核心價值的解決方案和核心價值 可確認的結果 : 客戶認可 IBM的解決方案，價值體現和風險評估； 確認簽訂合同的條件； 客戶認同 IBM解決方案的可能效果； IBM logo must not be moved, added to, or altered in any way. Background should not be modified, except for quotes, which use gray background. Title/subtitle/confidentiality line: 10pt Arial Regular, white Maximum length: 1 line Information separated by vertical strokes, with two spaces on either side Slide heading: 28pt Arial Regular, light blue R204 | G204 | B255 Maximum length: 2 lines Slide body: 18pt Arial Regular, white Square bullet color: green R223 | G255 | B102 Recommended maximum text length: 5 principal points Group name: 14pt Arial Regular, white Maximum length: 1 line Copyright: 10pt Arial Regular, white Template release: Oct 02 For the latest, go to /ibm/presentations Computer Services Industry, IBM Selling Skill Training 2006 IBM Corporation Optional slide number: 10pt Arial Bold, white Indications in green = Live content Indications in white = Edit in master Indications in blue = Locked elements Indications in black = Optional elements 10 階段 6 贏單 IBM團隊： 贏單贏單 當客戶 : 消除客戶顧慮，並做最終決定 客戶關係負責人客戶關係負責人 領導如下 行動： 進行必要的解決方案細化和價值展現工作； 消除阻止客戶最終決定的顧慮，並重新評估對於 IBM團隊的風險； 在 IBM法律部的幫助下，完成所有合同條款的協商； 準備合同，並獲得 IBM和客戶雙方的簽字； 當達到如下結果， IBM團隊 在此階段成功 : 客戶與客戶與 IBM團隊簽訂合同團隊簽訂合同 可確認的結果 : 簽訂合同 確認實施團隊和實施計畫 媒體宣傳 IBM logo must not be moved, added to, or altered in any way. Background should not be modified, except for quotes, which use gray background. Title/subtitle/confidentiality line: 10pt Arial Regular, white Maximum length: 1 line Information separated by vertical strokes, with two spaces on either side Slide heading: 28pt Arial Regular, light blue R204 | G204 | B255 Maximum length: 2 lines Slide body: 18pt Arial Regular, white Square bullet color: green R223 | G255 | B102 Recommended maximum text length: 5 principal points Group name: 14pt Arial Regular, white Maximum length: 1 line Copyright: 10pt Arial Regular, white Template release: Oct 02 For the latest, go to /ibm/presentations Computer Services Industry, IBM Selling Skill Training 2006 IBM Corporation Optional slide number: 10pt Arial Bold, white Indications in green = Live content Indications in white = Edit in master Indications in blue = Locked elements Indications in black = Optional elements 11 階段 7 實現期望 IBM團隊： 監督實施過程，確保實現客戶期望監督實施過程，確保實現客戶期望 當客戶 : 實施解決方案，評估專案成功 客戶關係負責人客戶關係負責人 領導如 下行動： 與受益部門合作確認項目收益狀況； 通過與受益部門的規律性的交流，管理和控制客戶期望，並最終超 越客戶期望； 尋找新的業務機會； 重新評估 IBM團隊與客戶的關係； 當達到如下結果， IBM團 隊在此階段成功 : 客戶認可客戶認可 IBM實施的解決方案，並提供新的合作機會實施的解決方案，並提供新的合作機會 可確認的結果 : 實現客戶受益部門的利益； IBM團隊獲得客戶高度認可； 實施結果作為客戶的參考 ； 創造並發現新的銷售機會； IBM logo must not be moved, added to, or altered in any way. Background should not be modified, except for quotes, which use gray background. Title/subtitle/confidentiality line: 10pt Arial Regular, white Maximum length: 1 line Information separated by vertical strokes, with two spaces on either side Slide heading: 28pt Arial Regular, light blue R204 | G204 | B255 Maximum length: 2 lines Slide body: 18pt Arial Regular, white Square bullet color: green R223 | G255 | B102 Recommended maximum text length: 5 principal points Group name: 14pt Arial Regular, white Maximum length: 1 line Copyright: 10pt Arial Regular, white Template release: Oct 02 For the latest, go to /ibm/presentations Computer Services Industry, IBM Selling Skill Training 2006 IBM Corporation Optional slide number: 10pt Arial Bold, white Indications in green = Live content Indications in white = Edit in master Indications in blue = Locked elements Indications in black = Optional elements 12 銷售方法論 回顧 評估客戶 業務環境 瞭解客戶 1 研究客戶 業務策略 和市場計 畫 開發與客 戶業務策 略相關的 市場計畫 2 認識客戶 需求 建立客戶 採購的願 景 3 評估機會 通過聯繫 IBM 的核心能力 評估銷售機 會 4 選擇解決 方案 與客戶共 同研究解 決方案 5 解決顧慮 並決定 贏單 6 專案實施 和結果評 估 監控專案 實施並控 制客戶期 望 7 IBM logo must not be moved, added to, or altered in any way. Background should not be modified, except for quotes, which use gray background. Title/subtitle/confidentiality line: 10pt Arial Regular, white Maximum length: 1 line Information separated by vertical strokes, with two spaces on either side Slide heading: 28pt Arial Regular, light blue R204 | G204 | B255 Maximum length: 2 lines Slide body: 18pt Arial Regular, white Square bullet color: green R223 | G255 | B102 Recommended maximum text length: 5 principal points Group name: 14pt Arial Regular, white Maximum length: 1 line Copyright: 10pt Arial Regular, white Template release: Oct 02 For the latest, go to /ibm/presentations Computer Services Industry, IBM Selling Skill Training 2006 IBM Corporation Optional slide number: 10pt Arial Bold, white Indications in green = Live content Indications in white = Edit in master Indications in blue = Locked elements Indications in black = Optional elements 13 政治銷售Political Selling IBM logo must not be moved, added to, or altered in any way. Background should not be modified, except for quotes, which use gray background. Title/subtitle/confidentiality line: 10pt Arial Regular, white Maximum length: 1 line Information separated by vertical strokes, with two spaces on either side Slide heading: 28pt Arial Regular, light blue R204 | G204 | B255 Maximum length: 2 lines Slide body: 18pt Arial Regular, white Square bullet color: green R223 | G255 | B102 Recommended maximum text length: 5 principal points Group name: 14pt Arial Regular, white Maximum length: 1 line Copyright: 10pt Arial Regular, white Template release: Oct 02 For the latest, go to /ibm/presentations Computer Services Industry, IBM Selling Skill Training 2006 IBM Corporation Optional slide number: 10pt Arial Bold, white Indications in green = Live content Indications in white = Edit in master Indications in blue = Locked elements Indications in black = Optional elements 14 政治銷售 客戶需求 高回報率 降低成本 增加收入 高生產率 利潤 市場份額 市場擴展 理性理性 更大權利 業績考核 價值認可 工作穩定 追求個人生活 尋求改變 解決問題 職場提升 感性感性 業務需求 個人需求 IBM logo must not be moved, added to, or altered in any way. Background should not be modified, except for quotes, which use gray background. Title/subtitle/confidentiality line: 10pt Arial Regular, white Maximum length: 1 line Information separated by vertical strokes, with two spaces on either side Slide heading: 28pt Arial Regular, light blue R204 | G204 | B255 Maximum length: 2 lines Slide body: 18pt Arial Regular, white Square bullet color: green R223 | G255 | B102 Recommended maximum text length: 5 principal points Group name: 14pt Arial Regular, white Maximum length: 1 line Copyright: 10pt Arial Regular, white Template release: Oct 02 For the latest, go to /ibm/presentations Computer Services Industry, IBM Selling Skill Training 2006 IBM Corporation Optional slide number: 10pt Arial Bold, white Indications in gree