大客户营销谋略(编辑修改稿)

大客户营销谋略(编辑修改稿)内容摘要：

Character Profile Maslow Adaptability Decision Orientation Levels of Contact Your Position Chen Yuan CEO % B V E Maslow’s Hierarchy of Needs Physiological Safety Belonging Esteem SelfActualisation SA : Self Actualisation E : Esteem B : Belonging S : Safety P : Physiological Mapping Needs SA : Self Actualisation E : Esteem B : Belonging CEO Senior VP Sales amp。 Marketing Senior VP CFO VP Field Operations Marketing Director Director of Ramp。 D Director of Mfg. Director of IT Controller SA E SA B B SA E E B B Adaptability to Change Technology Adoption Lifecycle Innovators Visionaries Pragmatists Conservatives Laggards Adaptability to Change Innovators Visionaries Pragmatists Conservatives Laggards Status Quo Reference Sites What They Want What They Buy Your Value Proposition Not to be left behind Evolution Solve Problems Revolution Recognition State of the art Trials Tests Customised Solution Total Solutions Industry standards at low price with no risk Enhancement of existing services Product excellence Innovation Future Competitive Advantage Return on Investment Guarantees Investment protection Mapping Adaptability to Change I : Innovator V : Visionary P : Pragmatist C : Conservative L : Laggard CEO Senior VP Sales amp。 Marketing Senior VP CFO VP Field Operations Marketing Director Director of Ramp。 D Director of Mfg. Director of IT Controller SA E SA B B SA E E B B V V V P P I I L C C Decision Orientation “On what factors does our client base their decision on ?” Financial $ Technical T Relationship R Business B Mapping Decision Orientation B : Business R : Relationship F : Financial T : Technical CEO Senior VP Sales amp。 Marketing Senior VP CFO VP Field Operations Marketing Director Director of Ramp。 D Director of Mfg. Director of IT Controller SA E SA B B SA E E B B V V V P P I I L C C B B B B R T F F T R Level of Contact No Contact ! Brief Contact % Multiple Contacts * InDepth @ “How often do we meet with our client ?” Mapping Contact Coverage ! : No Contact % : Brief Contact * : Multiple Coverage @ : InDepth * CEO Senior VP Sales amp。 Marketing Senior VP CFO VP Field Operations Marketing Director Director of Ramp。 D Director of Mfg. Director of IT Controller SA E SA B B SA E E B B V V V P P I I L C C B B B B R T F F T R ! ! ! ! ! % % ! ! % Your Position Enemy X Non Supporter Neutral Supporter “Where are we with the client ?” Mentor M Mapping Our Position X : Enemy : NonSupporter : Neutral : Supporter M: Mentor CEO Senior VP Sales amp。 Marketing Senior VP CFO VP Field Operations Marketing Director Director of Ramp。 D Director of Mfg. Director of IT Controller SA E SA B B SA E E B B V V V P P I I L C C B B B B R T F F T R ! ! ! ! ! % % ! ! X M M M % Position in Organisation amp。 Influence Inner Circle Political Structure Influence Structure Physical Structure Position Influence Mapping The Informal Structure CEO Senior VP Sales amp。 Marketing Senior VP CFO VP Field Operations Marketing Director Director of Ramp。 D Director of Mfg. Director of IT Controller SA E SA B B SA E E B B V V V P P I I L C C B B B B R T F F T R ! ! ! ! ! % % ! ! X M M M You % Inner Circle and Political Structure Inner Circle Political Structure Business Value Define the anisation’s business objectives and strategy Responsible for executing the objectives and strategy Philosophy Defined anisation’s culture based on their philosophy and values Understand and assimilate into the anisation’s culture View policy and procedures as a guideline Recognised as consistently successful in the past and sought out by others for advice Recent successful performance instils confidence in their ability to handle new, highly visible projects Partners Centre of the anisation’s informal munications work End nodes of the informal munication work collection and providing information to the inner circle Track Record Trust amp。 Influence Networks CEO Senior VP Sales amp。 Marketing Senior VP CFO VP Field Operations Marketing Director Director of Ramp。 D Director of Mfg. Director of IT Controller SA E SA B B SA E E B B V V V P P I I L C C B B B B R T F F T R ! ! ! ! ! % % ! ! You X M M M % Exercise III : Mapping The Organisation Take 20 minutes to analyse your customer. Mapping Your Clients Step 1 : Define the formal Organisation Structure • For each individual : Step 2 : Identify their needs level Step 3 : Identify their adaptability to change Step 4 : Identify their Decision Orientation Step 5 : Identify your level of contact Step 6 : Identify your position Step 7 : Present your map to your account team De cisionI:Rec ognitio n O fNeeds VChange OverTim eIVIm ple men ta tio nIIIRes olutio n O fConcern sIIEva luat io n O fOptio n sBuyer CycleCustom er Decisio n Proce ss强大的销售工具 ——了解你的客户的业务 准备 • Objectives + To build an overview awareness of customers business activities + To know how to track customer information + To know where to find customer information + To know how to use frameworks to keep track of customer’s business Understanding Your Custom。