MKXZ大客户销售谋略(英文版)(ppt 159页)
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MKXZ大客户销售谋略内容摘要：
Objective of Workshop：
Understand Characteristics of Major Account Selling Strategies in Whole Lifecycle, thus to
1、Shorten bid-to-win ratio
2、Shorten selling cycles
3、Minimize discounts and negotiated concessions
4、Establish clear, unique business value with the customers
5、Reduce selling costs through more effective sales strategies
6、Increase sales per employee
7、Develop expected relationship with the customers. Eg. Strategic Partnership etc.
How Customer Make Decisions：
1、The Research Base
2、The Customer Decision Process
3、Account Strategy in the Recognition of Needs Phase
4、Account Strategy in the Evaluation of Options Phase
5、Account Strategy in the Resolution of Concerns Phase
6、Account Strategy in the Implementation Phase
7、Summary
Overview of Major Account Sales Strategy：
1、Sales Strategy should be about customers and how to influence them.
Understanding and Well Prepared are mandatory to form a effective sales strategy
2、Customer Behavior goes through three distinct phases in making a major purchasing decisions
Recognition of Needs
Evaluation of Options
Resolution of Concerns
3、A fourth phase, follow-up in implementation phases, if it is well handled, can generate significant additional sales opportunities.
4、Each of four phases required a different set of strategies and skills.
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