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Objective of Workshop
• Understand Characteristics of Major Account Selling
Strategies in Whole Lifecycle, thus to
+ Shorten bid-to-win ratio
+ Shorten selling cycles
+ Minimize discounts and negotiated concessions
+ Establish clear, unique business value with the customers
+ Reduce selling costs through more effective sales strategies
+ Increase sales per employee
- Develop expected relationship with the customers. Eg. Strategic
Partnership etc.
Agenda
• Day 1
+ How the Customer Make Decisions
+ SPIN Question Strategy
+ Account Entry Strategy
+ Understand Your Customer Their Business
+ How to Make Your Customers Need You
• Day 2
+ Influence the customer’s choice
+ Differentiation Vulnerability
+ Overcoming Final Fears
+ Sales Negotiation
+ How to Ensure Continued Success
客户是如何做决策的
How Customer Make Decisions
• The Research Base
• The Customer Decision Process
• Account Strategy in the Recognition of Needs Phase
• Account Strategy in the Evaluation of Options Phase
• Account Strategy in the Resolution of Concerns Phase
• Account Strategy in the Implementation Phase
• Summary
Overview of Major Account Sales Strategy
• Sales Strategy should be about customers and how to
influence them.
+ Understanding and Well Prepared are mandatory to form a
effective sales strategy
• Customer Behavior goes through three distinct phases in
making a major purchasing decisions
+ Recognition of Needs
+ Evaluation of Options
+ Resolution of Concerns
• A fourth phase, follow-up in implementation phases, if it is
well handled, can generate significant additional sales
opportunities.
• Each of four phases required a different set of strategies and
skills.
What is Sales Strategy What is Major Account
• Sales Strategy
+ A way of thinking and
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