了解客户的需求

ModernTradeAcademy©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds11GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandingCustomerNeedsModernTradeAcademy了解客戶的需求UnderstandtheNeedsModernTradeAcademy©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds2GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandingCustomerNeeds2ModernTradeAcademy銷售量價格毛利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ModernTradeAcademy©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds3GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandingCustomerNeeds3ModernTradeAcademy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ModernTradeAcademy©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds4GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandingCustomerNeeds3ModernTradeAcademy採購的個人需求採購跟你一樣也是一個平凡人!ModernTradeAcademy©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds5GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandingCustomerNeeds5ModernTradeAcademy客戶需求階層的練習20minutesworkingingroupsFeedback-5minutesdiscussionPurposePurposeMethodologyMethodologyTimingsTimings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)ModernTradeAcademy©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds6GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandingCustomerNeeds6ModernTradeAcademy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ModernTradeAcademy©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds7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ModernTradeAcademy©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12mins30sec6mins1min30secModernTradeAcademy9©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds訂定一個“聰明”的目標ObjectiveSettingModernTradeAcademy©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds10為什麼要設定目標呢?ModernTradeAcademy©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds11•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?ModernTradeAcademy©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds12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?ModernTradeAcademy©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds13目的成功標準方法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ModernTradeAcademy©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds14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ModernTradeAcademy©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds15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ModernTradeAcademy16©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds導引需求UnderstandingtheNeedsModernTradeAcademy©GlendinningManagementConsultants2001Ref:f:\Work\UnileverKAMFoundationTraintheTrainer\UnderstandtheNeeds17StructuredCommercialSellingUnderstandtheNeedsReinforceKeyCommercialBenefitsTheCommercialPropositionAgreementtoProceedSecuringtheResultCurrentconditionsCustomerneeds-establish,create,confirmQuestioning/listeningOpportunitiesforbenefitsConfirmcontactinterestCheckunderstandingofsituation/needsSimple,clear,concise?Doesitmeettheneeds?Doesitsuggestaction?IndicatethatthebenefitsofProposalcansatisfyneedsWhodoeswhat,when,whereGiveassuranceit’spracticalA