教你如何理解顾客的需求和期望(英文)(pdf 34页)

Understanding Customer Needs & WantsSession PurposeTo reinforce the customer-focused mindset and practice the skills of uncovering the customer's needs & wants.Learning ObjectivesTake a customer-focused approach to sellingKeep abreast of developments in the account and/ormarketplace that may impact the businessIdentify the clients within a customer organizationWrite a discussion paper to confirm opportunityAt the end of this session you will be able to:Our RoleFirst StepsTo help the customer achieve the desired results, we must first understand his needs and wants.Understand Customer Needs and Wants: The ProcessExercise: How Can You Help?Imagine yourself in the scene that isdescribed to you.You can ask closed questions and findout more about the situation,to decide howyou can help him.Instructions:Go into the engagement with an open mindHave the best interests of the customer at heartDo not assume that you know what is best for the customerPractice good questioning and listening skillsListen for content as well as feelings and evaluate whatyou hear from the customer's point of viewConstantly check with the customer for understandingThe Word Association Game Instructions:1. We are dividing the class into 2 groups: Apples and Oranges2. Apples: Imagine you are the customer3. Oranges: You are the M M client/sales specialist just gone on quota4. I am going say a list of words. As you hear the word, just shout the firstwords that come to mindBridging The DifferenceYour customer has different sets of experiences and perceptionsThey have specific needs&wants depending on their operatingenvironment and their personalitiesThey are in the best position to communicate these to youInvolve them as much as possible in the sales process to deepen yourunderstanding and to gain their buy-in to the eventual solutionBenefits of the Customer-Focused Approach Your customer will appreciate your sincerity and professional integritywhich sets a good basis for a long term relationshipDeep understanding of your clients and their organization, equips youwith the knowledge to put together a differentiated solution that is trulyresponsive to the customer's needs & wantsYou will gain industry knowledge and business acumen through theseexperiences and enhances your competencies and career growthCustomer Participation In the Sales ProcessThe Sales ProcessP a r t i c i p a t i o nWhat It TakesCustomer Needs &WantsPersonal Leadership CompetenceMM and IT Specific CompetenceAccount &IndustryCompetenceLeadership ValuesInterpersonalCommunication Problem-SolvingMM Offerings MM Processes IT Architectures IT Industry TrendsIndustry Trends & Current Issues Major PlayersIndustry ApplicationsRelative Importance Of Competencies During the Sales ProcessThe Sales ProcessR e l a t i v e I m p o r t a n ceIdentify Your ClientsA key step in understanding your customer's needs&wants is knowing who your clients are. A client:Must be a person, not a position or entityIs the person(s) who provides direct input on solution needsYou may have multiple clients within an organization. The most important is to identify your primary client who:Owns the problems and needs helphas the authority to make decisionsWe work with clients within the customer organizationClients with Differing InterestsDifferent clients at different levels of the organization have different priorities and interests.Think of two interests the clients at each levelMaking the Call Appointment Identify who you are going to call on in the organization to understand their needs and wantsBe pleasant and purposeful in setting the appoint ment, state clearly, the purpose of the callPlan Your CallKeeps your calls focusedMakes effective use of time: yours and the client's Communicates professionalismPlan FactorsThe call objectiveWho you are calling onClient's role in the buying processWhat information do you need to find outYour client's potential expectations and concernsWhat do you need to bring with you to make your clients comfortableWhy Do ItWhat Do You Need To Find Out?Current business environmentMajor initiatives in the organizationKey challengesClient's hopes and fearsCurrent systems used and performanceSome Suggested AreasKey players and process in IT investment decisionsCompany backgroundAlternative Sources of Account & Marketplace InformationTap knowledge of colleaguesReview existing account plans and update as requiredRead widely and regularlyConduct research, segment studies to deepen knowledgeExpand coverage of account/territory for fresh news Keep a lookout for new developments in ITStay Abreast of DevelopmentsStay alert for competitive activityExercise: Questioning to Specific Interests List the questions you can ask clients to determine their needs andwants in the following areas:Their business goals and objectivesThe business need and challengesChoosing the solution providerThe technical requirementsThe approval process and key playersRemember to focus on both the content and the feelings!Call Planning Exercise Instructions1.You are going to call on a client2.Read the brief on the client and the companying the call-planning worksheet, and prepare for the call4.The purpose of your call is to uncover the client's needs andwantsRemember to practice your questioning & listening skills!Call Planning WorksheetCompany Areasof Interest DateClient Name DesignationInformation I am interested in: Call objectivesDecision-Maker Key Recommender InfluencerBusiness TechnicalInformation client may ask forFollow-up actionsWhat Next?You have got a lot of information from the clientOrganize the information in a discussion paperUse the discussion paper to check for understanding and to set client's expectationsDevelop A Discussion PaperA discussion paper documents our understanding of the customer's needs and wants and presents our thoughts and suggested approach to help the client organization achieve their goalsThe discussion paper serves to gain agreement between the client and M M on:the customer's business environmentthe aspirations & challengesthe desired outcome of the business relationshipContents Of A Discussion Paper A typical discussion paper would include:IntroductionProblems/Issues/Opportunity StatementThe DiscussionConclusionContents Of A Discussion Paper IntroductionEvents leading to the discussion paperPeople who contributed to the discussion paperProblem/Issue/Opportunity StatementDescribes the business problem,issues,and the opportunityContents of A Discussion Paper An overview of our thinking, ideas, suggestions, or optionson how we can approach the problem/issue/opportunityThe assumptions we have madeAreas where we need more informationOur/MM experience in similar situationsInvitation for client to give feedback and commentsOutline of the next step, or alternatives, for proceedingNote of thanks to client for opportunityThe DiscussionConclusionDiscussion Paper vs A ProposalContent:Responsibility forsuggestions:Legal status:Next step:Response requiredfrom client:Assumption:Discussion PaperBetween us we "know"Comment/Feedback Open/tentative Joint Almost never include product.Usually contains problemanalysis, ideas, options, etc.Proposal I "knows"Yes or No Order/Contract Formal document I Includes HW,prices, etc.ProposalSuggested FormatThe following writing format is recommended to facilitate effective discussionsHorizontal Logic : logic that connects a headline to the one thatprecedes it and to the one that follows itVertical Logic :the logic thatstructures anindividual pageHeadlines in Discussion PaperThe headlineHeadline: A full sentence that makes an assertionSupport: details to logically support the assertion in the headlineHeadlines in Discussion Paper The client can understand your message by reading the headlines.Exercise: Writing A Discussion PaperYou have called on your clientReview all the information that you have uncovered so farGet into your assigned groupsAs a team,develop a discussion paper, to capture your understandingof the customer's needs and wantsPresent the discussion paper to the classInstructionsCustomer Agreement to Discussion Paper The discussion paper serves as the basis for us to develop and designa solution to meet the customer needs & wants。