了解客户的需求.ppt

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1 Glendinning Management Consultants 2001 Ref: f:\Work\ Unilever KAM Foundation Train the Trainer\ Understanding Customer Needs Modern Trade Academy 了解客戶的需求 Understand the Needs Unilever KAM Foundation Train the Trainer Glendinning Management Consultants 2001 Ref: f:\Work\ Unilever KAM Foundation Train the Trainer\ Understanding Customer Needs 2 Modern Trade Academy 銷售量 價格 毛利 商業 個人 客戶的需求 客戶 採購的個人需求 主要的商業需求 支持性商業需求 獨特的商業需求 (努力取得) 利潤 Unilever KAM Foundation Train the Trainer Glendinning Management Consultants 2001 Ref: f:\Work\ Unilever KAM Foundation Train the Trainer\ Understanding Customer Needs 3 Modern Trade Academy 採購的個人需求 目標的達成 自我實現 在老闆面前表現良好 充份的資訊 順順利利 沒有大意外 好品質的簡報 Unilever KAM Foundation Train the Trainer Glendinning Management Consultants 2001 Ref: f:\Work\ Unilever KAM Foundation Train the Trainer\ Understanding Customer Needs 3 Modern Trade Academy 採購的個人需求 採購跟你一樣 也是一個平凡人! Unilever KAM Foundation Train the Trainer Glendinning Management Consultants 2001 Ref: f:\Work\ Unilever KAM Foundation Train the Trainer\ Understanding Customer Needs 5 Modern Trade Academy 客戶需求階層的練習 20 minutes working in groups Feedback - 5 minutes discussion Purpose Purpose Methodology Methodology Timings Timings 建立你的客戶的需求階層 與你的客戶經理共同來完成你的 客戶的需求階層(包含商業及個人需求) Unilever KAM Foundation Train the Trainer Glendinning Management Consultants 2001 Ref: f:\Work\ Unilever KAM Foundation Train the Trainer\ Understanding Customer Needs 6 Modern Trade Academy 客戶: ____________ 客戶的需求階層表 採購的 個人需求 主要的商業需求 支持性商業需求 獨特的商業需求 商業 個人 Unilever KAM Foundation Train the Trainer 讓你可以所向披靡 讓你可以不用談判就把東西賣出去 降龍六式 Unilever KAM Foundation Train the Trainer Structured Commercial Selling Understand the Needs Reinforce Key Commercial Benefits The Commercial Proposition Agreement to Proceed Securing the Result Current conditions Customer needs - establish, create, confirm Questioning / listening Opportunities for benefits Confirm contact interest Check 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, where Give assurance it’s practical Anticipate questions and objections Feature - Benefit - Need Ensure Understanding Reinforce that our idea gives him / her what he / she needs Check his / her understanding of the key benefits matching his / her principal needs Offer a choice Get a decision Suggest something we can do Use silence Objective Setting 導引需求 再次強調好處 提案 取得首肯 鞏固結果 設定目標 降龍六式 12mins 30sec 6mins 1min 30sec Unilever KAM Foundation Train the Trainer 訂定一個“聰明”的目標 Objective Setting SMART! Unilever KAM Foundation Train the Trainer 為什麼要設定目標呢? Unilever KAM Foundation Train the Trainer 知道自己想要達成什麼 較有鬥志 較有時間的壓力 較容易達成目標 為什麼要設定目標? Unilever KAM Foundation Train the Trainer 設定目標前先了解 公司目標是什麼? 你的整體事業目標是什麼? 產品群目標是什麼? 你的客戶的目標是什麼? 你的個人目標是什麼? 大部份客戶的目標是什麼? 目前每個目標的達成如何? Unilever KAM Foundation Train the Trainer 設定目標練習 每個人訂出一個最重要的目標 - 針對一個重要的客戶且在未來十二個月內需要完成的 將下列事項寫在白紙上: 每個人針對所負責的客戶訂出今天會議的目標 針對這個客戶 我想要達成什麼 ? 五分鐘 - 將目標寫在白紙上 目的 成功標準 方法 Unilever KAM Foundation Train the Trainer 檢視“聰明”的目標 以明確的方式來訂定預期的成果 有比較的標準 不會造成誤解 上司與下屬都能清楚了解 有共同的標準來幫助測量 使個人發揮潛能 使企業發揮潛能 所謂達成目標有明確的數量化指標 化表現 有助於評量 何時 後續跟進 回顧 行動 維持動機 不能太簡單 與下列有所關聯 公司整体 產品品類 客戶 S 明確 M 可衡量 A 有挑戰性 R 實際的 T 及時的 Unilever KAM Foundation Train the Trainer 目標的設定 重點摘要 所有的目標都必需符合“聰明”的原則 若不符合“聰明”原則,就不是一個目標 卓越的表現是來自“聰明”目標的領導 請將目標轉化為行動 SMART! 只是說說想想 Unilever KAM Foundation Train the Trainer 導引需求 Understanding the Needs Unilever KAM Foundation Train the Trainer Structured Commercial Selling Understand the Needs Reinforce Key Commercial Benefits The Commercial Proposition Agreement to Proceed Securing the Result Current conditions Customer needs - establish, create, confirm Questioning / listening Opportunities for benefits Confirm contact interest Check 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, where Give assurance it’s practical Anticipate questions and objections Feature - Benefit - Need Ensure Understanding Reinforce that our idea gives him / her what he / she needs Check his / her understanding of the key benefits matching his / her principal needs Offer a choice Get a decision Suggest something we can do Use silence Objective Setting 導引需求 再次強調好處 提案 取得首肯 鞏固結果 設定目標 降龍六式 12mins 30sec 6mins 1min 30sec Unilever KAM Foundation Train the Trainer 需求是什麼? 需求 慾望 主要的 支持的 LOYALTY EFFICIENCY Increase Sales Reduce Costs Profit Commercial Needs Unilever KAM Foundation Train the Trainer 如何導引需求 ? LOYALTY EFFICIENCY Increase Sales Reduce Costs Profit Commercial Needs 沒有一個提案能滿足所有的需求, 所以要針對提案來引導出某幾項符合的需求 傾聽 問問題 Unilever KAM Foundation Train the Trainer “問問題” 要靠問問題來再次確認需求, 因為一段時間其需求可能已經改變 要先設計好問題, 並讓客戶自然回答出你已預測好的需求(答案) 不要咄咄逼人 , 要自然一點 問完問題不要插嘴 , 要仔細聽客戶的回答 Unilever KAM Foundation Train the Trainer “問問題”的種類 “問題” 開放式的問題 封閉式的問題 探索式的問題 引導式的問題 Unilever KAM Foundation Train the Trainer 開放式的問題 型式 目的 例子 開放式 廣泛性問題可鼓勵客戶說話 什麼? 何時 ... ? 為何 ... ? 如何 ... ? 何地 ... ? 誰 ... ? 哪個 ... ? 告訴我有關於 ... ? Unilever KAM Foundation Train the Trainer 封閉式的問題 型式 目的 例子 封閉式 得到明確答案和檢查事實 你的店有自己的 促銷活動? 有誰需要核准? Unilever KAM Foundation Train the Trainer 探索式的問題 和 引導式的問題 型式 目的 例子 探索式 用來探索一個觀點 你為何這麼說? 你認為呢? 導引式 用來彙整結論 所以我們說的是 ... ? 如果我了解的沒錯 ... ? 所以我們都同意順序是 ... ? Unilever KAM Foundation Train the Trainer 漸進式 的 “問問題” 確認聽到的事實 事實及需求 較深入一些的資料 一般的資訊 開放式的問題 - 探索式的問題 封閉式的問題 導向結論式的問題 結論 聆聽 上次 On-pack 促銷如何? 你覺得那是因為... 你支持在主要品牌做 On-pack ? 所以你說的是..................... ? 聆聽 Unilever KAM Foundation Train the Trainer 個別工作 寫下主要問題和你想要的理想答案 用隧道式方法來設計問題 二人或三人一組20分鐘準備 方法 時間 目的 設計主要問題，這些問題是你想要用來支持提案的 練習 Unilever KAM Foundation Train the Trainer 工作表 主要問題以確認需求 理想的回應 提案 隧道式方法以獲得回應 Unilever KAM Foundation Train the Trainer Open Questions Type Purpose Examples Open Broad diagnostic questions which What? encourage the customer to talk When ... ? Why ... ? How ... ? Where ... ? Who ... ? Which ... ? Tell me about ... ? Unilever KAM Foundation Train the Trainer Closed Questions Type Purpose Examples Closed Used to obtain a specific answer Do your outlets have local and to check facts promotional activity? Does any one else need to approve this ... ? Unilever KAM Foundation Train the Trainer Probing And Leading Questions Type Purpose Examples Probing Used to explore a point. What makes you say that? In what way do you think? Leading Used to summarise. So what you're saying ... ? If I understand correctly then ... ? So we have agreed an order of ... ? Unilever KAM Foundation Train the Trainer Questioning Skills: Funnelling Confirm Facts Facts 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 Unilever KAM Foundation Train the Trainer 如何導引需求 ? LOYALTY EFFICIENCY Increase Sales Reduce Costs Profit Commercial Needs 沒有一個提案能滿足所有的需求, 所以要針對提案來引導出某幾項符合的需求 傾聽 問問題 Unilever KAM Foundation Train the Trainer 聆聽技巧 75% 你說的話 直接進入耳朵 且從另一隻 耳朵出來 有聽沒有到 Unilever KAM Foundation Train the Trainer 聆聽 評估 - 在說話者完整陳述前就決定正確與否 “女人開車很恐怖”…… "但我的經驗是女人其實比男人小心" 跳到結論 - 聆聽者把空白處填滿，並得到錯誤結論 “聯合利華客戶經理將於星期五拜訪”…… (許多人認為此人是男人!)她會來處理這件事情 但現在也該是時候有人為他們抽煙的權利而站起來了 別人想得和我一樣 - 認為別人有相同信念! 我們都知道應該禁止抽煙者做這做那........(繼續嚴禁) Unilever KAM Foundation Train the Trainer 聆聽 The Closed Mind - 聆聽者拒絕聽到和他們長久信念不同的事 所以聆聽是選擇性的 Lack Of Attention - 多數人想得比說得快三至四倍 - 有時他們不專心 人們多常說完整的句子?他們有幾次是不正常的? Excessive Talking - 愛上別人的聲音! 你多常說得比講話者多，為的是要表達你的觀點 Lack Of Humility - 認為此人講的話沒什麼好聽的 Fear - 害怕改變 害怕聽了別的觀點，你必須也改變自己的觀點 Unilever KAM Foundation Train the Trainer 聆聽 聆聽以了解，非作對 表現你正在聽的風度 假定其它人說的話是重要的 做筆記 - 不要忽視或輕視 Unilever KAM Foundation Train the Trainer 如何導引需求 ? LOYALTY EFFICIENCY Increase Sales Reduce Costs Profit Commercial Needs 沒有一個提案能滿足所有的需求, 所以要針對提案來引導出某幾項符合的需求 傾聽 問問題 Unilever KAM Foundation Train the Trainer “導引需求”黃金原則 70 : 30 原則 (兩耳一嘴) 別打斷 別自己回答 別一次問兩個問題 Unilever KAM Foundation Train the Trainer Structured Commercial Selling Understand the Needs Reinforce Key Commercial Benefits The Commercial Proposition Agreement to Proceed Securing the Result Current conditions Customer needs - establish, create, confirm Questioning / listening Opportunities for benefits Confirm contact interest Check 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, where Give assurance it’s practical Anticipate questions and objections Feature - Benefit - Need Ensure Understanding Reinforce that our idea gives him / her what he / she needs Check his / her understanding of the key benefits matching his / her principal needs Offer a choice Get a decision Suggest something we can do Use silence Objective Setting 導引需求 再次強調好處 提案 取得首肯 鞏固結果 設定目標 降龍六式 12mins 30sec 6mins 1min 30sec Unilever KAM Foundation Train the Trainer 取得首肯 Agreement to Proceed Unilever KAM Foundation Train the Trainer 取得首肯 總結客戶自己所說出的幾項需求 用一句簡單的問話 告訴客戶你接下來的提案, 可以滿足他所提到的部份需求(一一列舉) 等候客戶的反應 回答 YES !! 則繼續下一階段 回答 NO!! 則必須重新回到了解需求的步驟 Unilever KAM Foundation Train the Trainer 提案 Commercial Proposition Unilever KAM Foundation Train the Trainer 特色 Feature 特色就是產品本身的表樣, 與其他物品的差別 市場佔有率很高 第一品牌 廣告很多 公關行銷活動 聯合利華大公司 那又怎樣 ? U Unilever KAM Foundation Train the Trainer 特色有哪些 ? 和產品相關 包裝 成份 容易打開的包裝 新味道 和陳列相關 有吸引力的設計 容易補貨 和促銷相關 划算(經濟實惠) 降價促銷 和市場相關 市場領導者 市場每年成長20% 那又怎樣 ? Unilever KAM Foundation Train the Trainer 有效的連結語 : 那會給你… 所以... 那將會給你... 所以你得到... 因此... 導致... 使能夠... 另外一方面... 使你能... 此外... 是 “特色” 還是 “好處” ? Unilever KAM Foundation Train the Trainer 好處 Benefits 好處與特色的最大不同, 就是它將產品的表象或事實, 轉化成對客戶相關的利益 客戶只在意提案對他的好處, 而不是對消費者的, 或對你的公司的 對客戶而言, 好處 就是你滿足了他的需要 了解客戶需求 (主要,支持,獨特,個人的) 並將提案的重點, 塑造成對他的好處 (以滿足需求) Unilever KAM Foundation Train the Trainer 好處有哪些? 這個有吸引力的新品可抓住消費者的眼光，並創造更多銷售 此新品滿足你目前缺乏價格帶，將使你提供消費者更多的服務 此促銷是為了增加你的銷售，那代表更多的利潤和現金流量 增加銷售 吸引更多消費者 節省時間 減少缺貨 產生更多利潤 降低成本 $ Unilever KAM Foundation Train the Trainer 特色 - 顧客好處 - 顧客需求 聯合利華提案 特色 客戶好處 客戶需求 計畫或產品特色 希望的結果 好處符合需求 已界定的問題 客戶 Unilever KAM Foundation Train the Trainer 玩過撲克牌遊戲 “心臟病” 嗎? 客戶需求層級 -主要 -支持 -獨特 -個人 提案的好處 心臟病!! 你必須能回答這樣的問題 : 如何將我提案的特色，轉換成對客戶的好處 這使你更把焦點放在客戶身上 Unilever KAM Foundation Train the Trainer 把特色轉換成客戶好處 確定你提案的特色已儘可能轉換為客戶好處 用工作表寫下你提案的特色 用連結句把這些轉化成對客戶的好處 確定好處符合於客戶的需求 二人或三人一組20分鐘 相互檢視是否所提之企劃案符合需求 目標 方法 時間 Unilever KAM Foundation Train the Trainer 工作表 提案特色 客戶好處 客戶需求 提案重點 Unilever KAM Foundation Train the Trainer “數字化”的提案 Commercial Proposition Unilever KAM Foundation Train the Trainer 數字化的提案 什麼是數字化的提案 提供的“好處”要能夠衡量 數字要“大”才能引起興趣 Unilever KAM Foundation Train the Trainer 數字化的提案 在你的提案裡放一些客戶在意或看得懂的數字 從客戶或產品品類的角度來分析: 額外增加的? 從其它產品或客戶搶來的? 我們必須知道客戶如何來衡量利潤 儘量不要去強調“價格” Unilever KAM Foundation Train the Trainer 你的提案將影響到客戶的銷售表現 我們的提案將影響到:- 產品品項 產品區隔 聯合利華 供應商 競爭對手 客戶自有品牌 貨架生產力 庫存水準 交易條件 我們應該了解:- 何謂搶到業績? 何謂搶到自己人的業績? 何謂額外增加業績? (incremental) 何謂擴大或縮小市場價值? (trade up/down) Unilever KAM Foundation Train the Trainer 搶業績 與 額外增加業績 我們的提案會對客戶業績造成是正面或負面的影響? 你的客戶將會想知道: 額外增加的業績有多少? 從其它客戶或產品搶到的業績有多少? 從哪裡搶來的? 對產品品類的影響? 銷售量 銷售額 現金毛利 (cash margin) 毛利率…..等等 Unilever KAM Foundation Train the Trainer 搶業績 與 額外增加業績 現在 提案本身所能增加的部份 搶到公司其它產品或客戶的部份 未來 額外增加 注意銷售額及利潤額外增加的情形 100 130 -20 50 Steal Unilever KAM Foundation Train the Trainer 感覺才是真實 如果客戶能感覺到你的提案的價值,那你的提案就真的有價值. 如果客戶不能感覺到你的提案的價值,那你的提案就真的沒有價值. 數字化的提案 即在於影響客戶對於提案真實價值的感覺. 若你的提案只對聯合利華有利,客戶是不會感興趣的 開始用客戶的語言來與客戶溝通 Unilever KAM Foundation Train the Trainer 數字化的提案 直接了當 : 你的現金毛利將會增加一萬五千元到二萬一千元之間 大膽預測 : 同時評估最壞的情形或最好的情形 - 你的提案應是在兩者之間. 不要害怕讓你的客戶知道你的作業及假設. 使用圖表來表達數字. Unilever KAM Foundation Train the Trainer 數字化的提案 - 範例 提案的價值 會落在線上的某處 最壞情況 100%搶自己業績 5% 額外增加的業績 10% 額外增加的業績 最好情況 20%額外增加的業績 聯合利華提案 0 20 40 60 80 100 120 現金毛利 Unilever KAM Foundation Train the Trainer 提案 需求 好處 心臟病!! 用問問題的方式 引出需求 將提案數字化 並化特色為好處 Unilever KAM Foundation Train the Trainer Structured Commercial Selling Understand the Needs Reinforce Key Commercial Benefits The Commercial Proposition Agreement to Proceed Securing the Result Current conditions Customer needs - establish, create, confirm Questioning / listening Opportunities for benefits Confirm contact interest Check 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, where Give assurance it’s practical Anticipate questions and objections Feature - Benefit - Need Ensure Understanding Reinforce that our idea gives him / her what he / she needs Check his / her understanding of the key benefits matching his / her principal needs Offer a choice Get a decision Suggest something we can do Use silence Objective Setting 導引需求 再次強調好處 提案 取得首肯 鞏固結果 設定目標 降龍六式 12mins 30sec 6mins 1min 30sec Unilever KAM Foundation Train the Trainer 再次強調好處 Reinforce Key Benefits Unilever KAM Foundation Train the Trainer 再次強調好處 強調你提議中所涵蓋四或五個好處 不要提出任何新的東西 -> 只要強調 將你的好處和客戶的需求吻合 ,所以切中他的次要及主要需求:就是你提議的重頭戲 簡短地用一句話概括之 想法是: 如果我的採購只記得五件我們討論過的事它們應是什麼? Unilever KAM Foundation Train the Trainer Structured Commercial Selling Understand the Needs Reinforce Key Commercial Benefits The Commercial Proposition Agreement to Proceed Securing the Result Current conditions Customer needs - establish, create, confirm Questioning / listening Opportunities for benefits Confirm contact interest Check 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, where Give assurance it’s practical Anticipate questions and objections Feature - Benefit - Need Ensure Understanding Reinforce that our idea gives him / her what he / she needs Check his / her understanding of the key benefits matching his / her principal needs Offer a choice Get a decision Suggest something we can do Use silence Objective Setting 導引需求 再次強調好處 提案 取得首肯 鞏固結果 設定目標 降龍六式 12mins 30sec 6mins 1min 30sec Unilever KAM Foundation Train the Trainer 鞏固結果 Secure the Result Unilever KAM Foundation Train the Trainer Structured Commercial Selling Understand the Needs Reinforce Key Commercial Benefits The Commercial Proposition Agreement to Proceed Securing the Result Current conditions Customer needs - establish, create, confirm Questioning / listening Opportunities for benefits Confirm contact interest Check 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, where Give assurance it’s practical Anticipate questions and objections Feature - Benefit - Need Ensure Understanding Reinforce that our idea gives him / her what he / she needs Check his / her understanding of the key benefits matching his / her principal needs Offer a choice Get a decision Suggest something we can do Use silence Objective Setting 導引需求 再次強調好處 提案 取得首肯 鞏固結果 設定目標 降龍六式 12mins 30sec 6mins 1min 30sec Unilever KAM Foundation Train the Trainer 鞏固結果 降龍六式為結果論 好不容易打到第六式一定要得到結果 武功高強不用怕對方說“不!” Unilever KAM Foundation Train the Trainer 第六式的秘訣 正面的氣氛 - 措辭信心十足 ,充滿熱情的 - 和你的提案邏輯符合 掌握好時機 - 所有事情都導向結論 - 儘早結語 見好就收! (以免對方反悔) - 等待“接受 buying signal”的訊息 - “抗拒”可能也暗示該結語了 Unilever KAM Foundation Train the Trainer 鞏固結果 lways 總是 e 做 losing 結束 見好就收! Unilever KAM Foundation Train the Trainer 勇敢的提出選擇 Ex:完成的日期,下單試賣 大膽的要求一個決定 臉皮厚的列舉行動步驟 你的: Ex:我會在明天將所有的資料傳真給你 和他們的: EX: 請你儘快和你們的營運及行銷部門溝通 小心: 在結語後沉默 ,等待回應,不要緊撲 ( Buyer 有矜持) 提供一個選擇 推出一個決定 提供行動 第六式的招數 Unilever KAM Foundation Train the Trainer 假設性 簡報後直接結語 Ex: 討論了半天,我明天給你送個樣品過來吧! 選擇性 給採購有選擇: 這個月報價還是下個月? 上這隻還是那隻? (加一顆蛋還是兩顆蛋延伸版) 特別好處 / 恐懼 你今天下單就會是漲價前的價格/今天不下單,明天就缺貨了 強調執行 將重點放在如何執行 ,而不是假設性情況 和客戶一起做執行計畫 第六式卑鄙篇 Unilever KAM Foundation Train the Trainer “降龍六式”結語 Unilever KAM Foundation Train the Trainer Structured Commercial Selling Understand the Needs Reinforce Key Commercial Benefits The Commercial Proposition Agreement to Proceed Securing the Result Current conditions Customer needs - establish, create, confirm Questioning / listening Opportunities for benefits Confirm contact interest Check 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, where Give assurance it’s practical Anticipate questions and objections Feature - Benefit - Need Ensure Understanding Reinforce that our idea gives him / her what he / she needs Check his / her understanding of the key benefits matching his / her principal needs Offer a choice Get a decision Suggest something we can do Use silence Objective Setting 導引需求 再次強調好處 提案 取得首肯 鞏固結果 設定目標 降龍六式 12mins 30sec 6mins 1min 30sec Unilever KAM Foundation Train the Trainer 降龍六式準備表 客戶現有狀況/需求 問題&聆聽 利益點/機會點 確定興趣 檢視對情況 / 需求的瞭解 簡單,清楚,簡潔 ? 符合需求? 建議行動了嗎? 告訴他企劃案所帶來利益可滿足他的需求 誰做什麼,時間,地點 確定可行性/實際性 預期問題即拒絕 特色-好處-需求 確定了解 再次強調所提的利益 正是他所需要的 確定他了解所提的主要利益完全符合他的需求 提供選擇 / 達成決定 建議我們可做的事情 / 善用沉默是金 符合聰明的原則 導引需求 再次強調好處 提案 獲得首肯 鞏固結果 設定目標 Unilever KAM Foundation Train the Trainer 降龍六式評估表 客戶現有狀況/需求 問題&聆聽 利益點/機會點 確定興趣 檢視對情況 / 需求的瞭解 簡單,清楚,簡潔 ? 符合需求? 建議行動了嗎? 告訴他企劃案所帶來利益可滿足他的需求 誰做什麼,時間,地點 確定可行性/實際性 預期問題即拒絕 特色-好處-需求 確定了解 再次強調所提的利益 正是他所需要的 確定他了解所提的主要利益完全符合他的需求 提供選擇 / 達成決定 建議我們可做的事情 / 善用沉默是金 符合聰明的原則 再次強調好處 提案 獲得首肯 鞏固結果 設定目標 做到打勾V 導引需求 Unilever KAM Foundation Train the Trainer 角色扮演介紹 Unilever KAM Foundation Train the Trainer 降龍六式角色扮演 在無壓環境中演練 降龍六式 準備好你的聰名目標 (.) 完成客戶的需求的表格 (心中時時有三角) 特色 - 好處 - 需求 (準備你的提案) 設定會議的流程 角色扮演前的準備 準備一頁的採購介紹:姓別,需求,拜訪目的,拜訪頻度 (7/12給你的採購) 分成兩組 角色扮演前 - 告訴組員你的聰明目標 角色扮演 - 組員評估其降龍六式的表現(不超過20分) 角色扮演後 - 組員給回饋 - 採購給回饋 (不超過15分) 記得要將此絕招運用在日常生活裡,降龍又降鳳喔! 目的: 方法: 使命: Unilever KAM Foundation Train the Trainer Summary page Key Points In this module it is essential all delegates understand fully how to use the SMART ways of setting objectives Ask delegates to write down the reasons why it is important to set objectives . Write their responses on to a flip chart and refer to their answers during your explanation of the SMART way Key Points Set Up This chart makes the point that there are several levels of objectives . Know each levels of objectives. Knowing each level and in particular knowing your customer’s objectives makes it easier for the individual to set good objectives Key Points Work through each column reinforcing the messages. Key Points Summary page Key Points Present as shown - an explanation of the need and benefits of this step. Key Points Present as shown - an explanation of the need and benefits of this step. Key Points Questioning a key skill in ‘establishing needs’. Key Points Defines types of questions - more explanation on following charts Key Points Explanation of ‘open’ question Key Points Explanation of ‘closed’ questions Key Points Explanation of ‘probing and leading/summarising’ questions Key Points This chart is important as it explains a technique called ‘funneling and how it works within Structured Commercial Selling. This technique is designed to start with broad ‘open’ questions and lead towards more closed/leading question as you move down the funnel. This technique designed to lead customers towards your objective - one which is very good to create needs as well as establish needs. This is an advanced technique which should only be used once the salesperson is already skill in basic questioning skills. Key Points Workshop setup Once the workshop is complete takes examples from delegates and discuss possible alternatives (if appropriate) Key Points Workshop worksheet Key Points Explanation of ‘open’ question Key Points Explanation of ‘closed’ questions Key Points Explanation of ‘probing and leading/summarising’ questions Key Points This chart is important as it explains a technique called ‘funneling and how it works within Structured Commercial Selling. This technique is designed to start with broad ‘open’ questions and lead towards more closed/leading question as you move down the funnel. This technique designed to lead customers towards your objective - one which is very good to create needs as well as establish needs. This is an advanced technique which should only be used once the salesperson is already skill in basic questioning skills. Key Points Present as shown - an explanation of the need and benefits of this step. Key Points Before showing this chart ask delegates what they think helps people to listen better Capture their responses on a flipchart. Refer to responses during detailed presentation Listening is difficult - the following charts explain how to listen more effectively. Set Up Key Points Explanation Key Points Explanation Key Points Guidance or listeners At this point ask delegates to: 1) Define Structured Commercial Selling 2) Describe the 6 steps of Structured Commercial Selling Key Points Present as shown - an explanation of the need and benefits of this step. Key Points Summary of questioning good practice Key Points Summary page Key Points The third step within Structured Commercial Selling linking the needs to the ‘proposition’ A short step - just a sentence or two but vital to ensure that your customer will be interested in your proposition If you get a ‘yes’ you can proceed If you get a ‘no’ you need to continue to establish the needs Key Points Reinforcement of ‘set up’ Key Points Describe ‘Features’ Key Points Further continuation At this point refer to flip chart and identify those earlier examples which are features and not benefits. Key Points This chart is important as it describes the link phases you can use to convert features to benefits From the previous chart convert some of those features with benefits using the link phases Key Points Define and benefit/relates to the links Key Points Examples of benefits Key Points Further explanation of the link to Structured Commercial Selling Key Points Success comes in matching benefits (of the proposal) with the needs of customers. We have dealt with needs - now lets look at benefits Key Points Workshop Explain how to complete worksheet On completion review some examples and comment/amend accordingly On completion of the review ask delegates to 1) Define Structured Commercial Selling 2) Describe the 6 steps Key Points Worksheet to support workshop Key Points Supporting earlier flipchart presentation Key Points This is further explanation of what a Commercial Argument is and why it is important Key Points This explains some of the key dynamics involved with Commercial Argument. 1) Impact on customer’s business 2) The idea of incremental/steal/cannabilisation/ mix (trade up/down) Key Points This expands on previous point but you will need to explain steal and cannabilisation Key Points This chart shows graphically the steal/incremental effect The idea of showing results graphically is something which needs to be developed. The following charts are ‘tables’ but you will find it helpful in also drawing graphs/charts to explain their significance Key Points Summary page Key Points This chart reinforces the idea of ‘range’ and the use of graphics. The following chart shows this graphically Key Points See previous Key Points Success comes in matching benefits (of the proposal) with the needs of customers. We have dealt with needs - now lets look at benefits Key Points Summary page Key Points Further explanation Reinforcement/summary Explain how to use the worksheet (next chart) as a way of planning for the meeting with the customer Key Points Set Up Summary page Key Points Summary page Key Points ABC - Always be closing Key Points Positive, timed and realistic Key Points ABC - Always be closing Key Points Ask to a decision - don’t be hesitant Key Points Types of close Work through the entire list Look for example from flipchart exercise Key Points Summary page Key Points Summary page Key Points Summary page Key Points