现金流量表(DOC 56页)_现金流量表.doc
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1、Understanding Customer Needs & Wants Understanding Customer Needs & Wants Page To reinforce the customer-focused mindset and practice the skills of uncovering the customers needs & wants. Session Purpose Understanding Customer Needs & Wants Page Learning Objectives Take a customer-focused approach t
2、o selling Keep abreast of developments in the account and/or marketplace that may impact the business Identify the clients within a customer organization Write a discussion paper to confirm opportunity At the end of this session you will be able to: Understanding Customer Needs & Wants Page Our Role
3、 Where Does The Customer Want To Be? Where Is The Customer Today? Understand Customer Needs & Wants Help Customer Define Solution Understanding Customer Needs & Wants Page First Steps To help the customer achieve the desired results, we must first understand his needs and wants. Understanding Custom
4、er Needs & Wants Page Understand Customer Needs and Wants: The Process Identify Client Plan & Prepare for the Call Understand Client Needs & Wants Confirm Opportunity with Client Develop a Discussion Paper Identify Account & Marketplace Conditions Understanding Customer Needs & Wants Page Exercise:
5、How Can You Help? Imagine yourself in the scene that is described to you. You can ask closedquestions and find out more about the situation, to decide how you can help him. Instructions: Understanding Customer Needs & Wants Page Walk in Your Customers Shoes Go into the engagement with an open mind H
6、ave the best interests of the customer at heart Do not assume that you know what is best for the customer Practice good questioning and listening skills Listen for content as well as feelings and evaluate what you hear from the customers point of view Constantly check with the customer for understan
7、ding Understanding Customer Needs & Wants Page The Word Association Game Instructions: 1. We are dividing the class into 2 groups: Apples and Oranges 2. Apples: Imagine you are the customer 3. Oranges: You are the MM client/sales specialist just gone on quota 4. I am going say a list of words. As yo
8、u hear the word, just shout the first words that come to mind Understanding Customer Needs & Wants Page Bridging The Difference Your customer has different sets of experiences and perceptions They have specific needs & wants depending on their operating environment and their personalities They are i
9、n the best position to communicate these to you Involve them as much as possible in the sales process to deepen your understanding and to gain their buy-in to the eventual solution Understanding Customer Needs & Wants Page Benefits of the Customer-Focused Approach Your customer will appreciate your
10、sincerity and professional integrity which sets a good basis for a long term relationship Deep understanding of your clients and their organization, equips you with the knowledge to put together a differentiated solution that is truly responsive to the customers needs & wants You will gain industry
11、knowledge and business acumen through these experiences and enhances your competencies and career growth Understanding Customer Needs & Wants Page Customer Participation In the Sales Process The Sales Process CLIENT/SALES SPECIALIST Participation CUSTOMER Needs Identification Needs Fulfillment Under
12、standing Customer Needs & Wants Page What It Takes Customer Needs & Wants Personal Leadership Competence MM and IT Specific Competence Account & Industry Competence Leadership Values Interpersonal Communication Problem-Solving MM Offerings MM Processes IT Architectures IT Industry Trends Industry Tr
13、ends & Current Issues Major Players Industry Applications Understanding Customer Needs & Wants Page Relative Importance Of Competencies During the Sales Process The Sales Process Relative Importance Personal Leadership Competence Industry Competence MM & IT Specific Competence Needs IdentificationNe
14、eds Fulfillment Understanding Customer Needs & Wants Page Identify Your Clients A key step in understanding your customers needs & wants is knowing who your clients are. A client: Must be a person, not a position or entity Is the person(s) who provides direct input on solution needs You may have mul
15、tiple clients within an organization. The most important is to identify your primary client who: Owns the problems and needs help has the authority to make decisions We work with clients within the customer organization Understanding Customer Needs & Wants Page Clients with Differing Interests Diffe
16、rent clients at different levelsof the organization have different priorities and interests. Think of two interests the clients at each level may have: CEO Senior Management IS Operations End Users Understanding Customer Needs & Wants Page Making the Call Appointment Identify who you are going to ca
17、ll on in the organization to understand their needs and wants Be pleasant and purposeful in setting the appointment, state clearly, the purpose of the call Understanding Customer Needs & Wants Page Plan Your Call Keeps your calls focused Makes effective use of time: yours and the clients Communicate
18、s professionalism Plan Factors The call objective Who you are calling on Clients role in the buying process What information do you need to find out Your clients potential expectations and concerns What do you need to bring with you to make your clients comfortable Why Do It Understanding Customer N
19、eeds & Wants Page What Do You Need To Find Out? Current business environment Major initiatives in the organization Key challenges Clients hopes and fears Current systems used and performance Some Suggested Areas Key players and process in IT investment decisions Company background Understanding Cust
20、omer Needs & Wants Page Alternative Sources of Account & Marketplace Information Tap knowledge of colleagues Review existing account plans and update as required Read widely and regularly Conduct research, segment studies to deepen knowledge Expand coverage of account/territory for fresh news Keep a
21、 lookout for new developments in IT Stay Abreast of Developments Stay alert for competitive activity Understanding Customer Needs & Wants Page Exercise: Questioning to Specific Interests List the questions you can ask clients to determine their needs and wants in the following areas: Remember to foc
22、us on both the content and the feelings! The business need and challenges Choosing the solution provider The technical requirements The approval process and key players Their business goals and objectives Understanding Customer Needs & Wants Page Call Planning Exercise 1. You are going to call on a
23、client 2. Read the brief on the client and the company 3. Using the call-planning worksheet, and prepare for the call 4. The purpose of your call is to uncover the clients needs and wants Remember to practice your questioning & listening skills! Instructions Understanding Customer Needs & Wants Page
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