了解客户的需求-KA

ModernTradeAcademyUnileverKAMFoundationTraintheTrainer©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds11GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandingCustomerNeedsModernTradeAcademy了解客户的需求UnderstandtheNeedsModernTradeAcademyUnileverKAMFoundationTraintheTrainer©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds2GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandingCustomerNeeds2ModernTradeAcademy销售量价格毛利客户的需求客户采购的个人需求主要的商业需求支持性商业需求独特的商业需求(努力取得)利润ModernTradeAcademyUnileverKAMFoundationTraintheTrainer©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds3GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandingCustomerNeeds3ModernTradeAcademy采购的个人需求•目标的达成•自我实现•在老板面前表现良好•充份的信息•顺顺利利没有大意外•好质量的简报ModernTradeAcademyUnileverKAMFoundationTraintheTrainer©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds4GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandingCustomerNeeds3ModernTradeAcademy采购的个人需求采购跟你一样也是一个平凡人!ModernTradeAcademyUnileverKAMFoundationTraintheTrainer©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds5GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandingCustomerNeeds5ModernTradeAcademy客户需求阶层的练习20minutesworkingingroupsFeedback-5minutesdiscussionPurposePurposeMethodologyMethodologyTimingsTimings建立你的客户的需求阶层与你的客户经理共同来完成你的客户的需求阶层(包含商业及个人需求)ModernTradeAcademyUnileverKAMFoundationTraintheTrainer©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds6GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandingCustomerNeeds6ModernTradeAcademy客户:____________客户的需求阶层表采购的个人需求主要的商业需求支持性商业需求独特的商业需求ModernTradeAcademyUnileverKAMFoundationTraintheTrainer©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds7让你可以所向披靡让你可以不用谈判就把东西卖出去降龙六式ModernTradeAcademyUnileverKAMFoundationTraintheTrainer©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds8StructuredCommercialSellingUnderstandtheNeedsReinforceKeyCommercialBenefitsTheCommercialPropositionAgreementtoProceedSecuringtheResultCurrentconditionsCustomerneeds-establish,create,confirmQuestioning/listeningOpportunitiesforbenefitsConfirmcontactinterestCheckunderstandingofsituation/needsSimple,clear,concise?Doesitmeettheneeds?Doesitsuggestaction?IndicatethatthebenefitsofProposalcansatisfyneedsWhodoeswhat,when,whereGiveassuranceit’spracticalAnticipatequestionsandobjectionsFeature-Benefit-NeedEnsureUnderstandingReinforcethatourideagiveshim/herwhathe/sheneedsCheckhis/herunderstandingofthekeybenefitsmatchinghis/herprincipalneedsOfferachoiceGetadecisionSuggestsomethingwecandoUsesilenceObjectiveSettingS.M.A.R.T导引需求再次强调好处提案取得首肯巩固结果设定目标降龙六式12mins30sec6mins1min30secModernTradeAcademy9UnileverKAMFoundationTraintheTrainer©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds订定一个“聪明”的目标ObjectiveSettingModernTradeAcademyUnileverKAMFoundationTraintheTrainer©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds10为什么要设定目标呢?ModernTradeAcademyUnileverKAMFoundationTraintheTrainer©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds11•知道自己想要达成什么•较有斗志•较有时间的压力较容易达成目标为什么要设定目标?ModernTradeAcademyUnileverKAMFoundationTraintheTrainer©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds12设定目标前先了解公司目标是什么?你的整体事业目标是什么?产品群目标是什么?你的客户的目标是什么?你的个人目标是什么?大部份客户的目标是什么?目前每个目标的达成如何?ModernTradeAcademyUnileverKAMFoundationTraintheTrainer©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds13目的成功标准方法设定目标练习每个人订出一个最重要的目标-针对一个重要的客户且在未来十二个月内需要完成的将下列事项写在白纸上:每个人针对所负责的客户订出今天会议的目标针对这个客户我想要达成什么?五分钟-将目标写在白纸上ModernTradeAcademyUnileverKAMFoundationTraintheTrainer©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds14检视“聪明”的目标以明确的方式来订定预期的成果有比较的标准不会造成误解上司与下属都能清楚了解有共同的标准来帮助测量使个人发挥潜能使企业发挥潜能所谓达成目标有明确的数量化指标有助于评量何时后续跟进回顾行动维持动机不能太简单与下列有所关联公司整体产品品类客户S明确M可衡量A有挑战性R实际的T及时的ModernTradeAcademyUnileverKAMFoundationTraintheTrainer©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds15目标的设定重点摘要所有的目标都必需符合“聪明”的原则若不符合“聪明”原则,就不是一个目标卓越的表现是来自“聪明”目标的领导请将目标转化为行动ModernTradeAcademy16UnileverKAMFoundationTraintheTrainer©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds导引需求UnderstandingtheN