Large product categories of projects longer sales cycle, customer purchasing decision-makers are more side effects, so sales consultants need to develop good relations with customers, thereby establishing a firm relationship of trust. Communicate with customers, the sales consultants note, "said dialogue" to ensure that every communication is very happy, this is the key to enhancing customer relationships. However, developing customer relationships, building trust is a long process, sales consultant only, "said dialogue" is not enough, many, many needs to be done. Marketing, sales and marketing division sales training telemarketing sales training, more ...
Trust takes time to develop, and build customer relationships is confidence-building start. In the training of sales consultants, I have often mentioned that trust comes confidence and confidence comes from understanding, understanding comes from the contact, contact from perception, perception comes from participation.
Here are two cases, a friend who would like to shed some light.
Case 1 Procurement why "pass the buck"
Case Description:
A company is a leading steel companies, most recently A company plans to buy 10 buses from the purchasing department is responsible for public tender.
J Bus Company, the project consultants "big mouth" ready to win this project, he looked A company purchasing department to discuss. When he found A company Purchasing Manager Li, the Manager Li said: There have been five bus companies and dealers negotiate over, basically identified two companies have intention to cooperate, the other bus companies hope not. If you must participate in the bidding, you must first team technical maintenance department through the determination of the results of the final determination if the quality of other manufacturers is basically no difference, you can bid.
"Big mouth" and the A fleet technical maintenance department has a good relationship, J Bus company successfully passed the determination. However, when the "big mouth" take the report determined to find qualified Manager Li purchasing department, the Manager Li is only lukewarm to say: "know." Manager Li said: "team technical maintenance department recognized you, you technical maintenance department went to the team better. "
Thinking and discussion:
Faced with this situation, "big mouth" how should I do?
Strategic plan:
1. Directly to Purchasing Manager to further develop the customer relationship;
2. With the team technical maintenance department of the old relationship, allowed to act as a mediator, while developing maintenance department and the relationship between purchasing department;
3. Can find A company CEOs.
Strategy:
Sales staff in advance the course of the project, analysis of customer's purchasing process is the first step inside. Each company in the process because of the company's size, the complexity of the organizational structure there are some differences, but the basic process should be the same. Customers are generally within the procurement process: the establishment of domestic demand → → collect information technology project selection project evaluation → → → final decision follow-up services. Marketing, sales and marketing division sales training telemarketing sales training, more ...
In this case, the Purchasing Manager Li for some reason the "ball" kicked to the team technical maintenance department. If in accordance with the process to analyze the purchasing department's role is to gather information, fleet maintenance department is responsible for technology purchasing information collected under the second of the technical re-screening, and finally decide which few to meet the standards. Therefore, the Purchasing Manager Li is the perfunctory "big mouth", which shows "big mouth" and the Manager Li customer relationship does not develop well.
In three strategic plan, the worst of which is to go A company boss, because it has two consequences: first, he said, "this is not my direct responsibility, please go to Purchasing"; Second, he Purchasing Manager Li help you to say hello to Manager Li "consider." Both results would lead to Purchasing Manager Li was accurate. This is what we often say "Great spirits good practice, kid Difficult." So, unless you have a direct relationship in one step, or better, or to consider other options.
CSI is leveraging the power, to use existing resources, customer relations, technical maintenance department using the team's influence to persuade Purchasing Manager.
The best way is to find Purchasing Manager Li directly using the "stalker" tricks, get it working on never giving up, this world has never failed, and only temporarily stopped successfully. Ways to further develop customer relations skills of many, the most important thing is to match up.
Case 2: How to win this project
Case Description:
Recently, the long transport business car rental company laid off some employees were adjusted, including all eight laid-off workers plans to buy a mid-range passenger, affiliated companies as transport services. Cases: eight laid-off workers plans to buy eight buses, funded mainly by the staff responsible for their own financing, but guaranteed to need a bank loan, they have compared the number of passenger car manufacturers, are KINGLONG prices higher grade compared low, but will consider the bus as a key one, Yutong Group, two new models off the assembly line also be the focus of their consideration; case two: eight workers in the "leader" who transport company with a long The vice president visited with the Golden Dragon Bus Group, but the Golden Dragon Bus Group was not aware of the situation, received more general specifications, the company's vice president of transportation have long complained that larger, against the purchase of Golden Dragon Bus Group bus.
Thinking and discussion:
Golden Dragon Bus Group Xing is very much like to win this project, he should do?
Strategic plan:
1. In which the procurement phase of the project, analysis of the investigation, assessment phase, or decision-making stage, the service period;
At different stages of customer decision-making weight:
Quality Price Service
Investigation phase - understanding product stage: 40% 30% 30%
Assessment phase - primary product stage: 30% 30% 40%
Decision-making stage - stage of purchase of products: 30% 50% 20%
Service phase - implementation phase of the project: 50% 20% 30%
* The case of primary products for the stage, so the first assessment from the member involved in the procurement to proceed, with the further development of customer relationships, open the sales gap. Marketing, sales and marketing division sales training telemarketing sales training, more ...
2. The establishment of procurement plans;
* Procurement of people in and around the names, positions, departments, roles, attitudes, contact
* Role: Technical buyer, using the buyer decision-making buyer, financial buyer, the influential buyer, the buyer transaction (internal SPY)
* Attitude: support, neutrality, against the
3. To understand the information and to analyze its competitors strengths and weaknesses, and objective analysis of the advantages and disadvantages of Golden Dragon Bus;
4. Build customer relationships with key decision makers;
* Through understanding of the relevant personnel within the SPY degree of influence purchasing decisions
* Learn who is on the second biggest influence on purchase decisions
Long transport company is not responsible for the procurement, the money is not a car company foots the bill, so, despite the long operation against the purchase of the company's vice president of Golden Dragon Bus, but its influence is not. According to analysis, eight employees of the "leader" should be the key decision makers.
5. The development of specific customer relationship development process.
Success of the project's three key factors: First, the client company to meet the interests of the organization, and second, to satisfy personal interests, three is the key decision makers and customers in particular have good human relations. Therefore, find the key premise of policy makers, build good customer relations is necessary, that this is a customer sales of "imported", and sales progress smoothly until the final one of the key success factors.